Hemp Flower Naturals. 2017 to 2019. Cofounder; fractional CMO and COO.
A logo sketch to $1.5M and 100+ stores in eighteen months.
Hemp Flower Naturals started as a logo and an idea. Eighteen months after launch it was a $1.5M brand selling in more than 100 stores. I built the operation that got it there.
The work.
Each slot is labeled with the asset that goes in it.
The results
- $1.5M+ in revenue and 100+ wholesale accounts within 18 months.
- The $110K seed investment repaid by the end of year one.
- Concept to market launch in under six months.
- Wholesale drove about 80% of revenue, all into retail stores. Direct e-commerce made up the remaining 15 to 20%.
The starting point
I came on as cofounder when the business was still an idea. The founder had a logo concept and a vision, nothing built yet. The first job was to make it fundable. I developed the pitch deck and brand design that raised a six-figure seed round, then turned that capital into a live business in under six months.
What I owned
The founder opened a few early doors, including the first key salesperson and the first manufacturer. I ran everything else and kept it connected.
- Brand and creative: took the founder's logo concept to a full brand and packaging system.
- Product: product design and labeling, plus new-product recipe development dialed in directly with manufacturers.
- Supply chain: stood up the first manufacturer, then added backup manufacturers for redundancy as volume grew.
- Sales: managed the sales team driving the brand into stores and markets.
- E-commerce: built and ran the website, front end and back end.
- Marketing: social media and brand marketing.
I was the connective tissue across suppliers, product, sales, and channels, keeping the whole thing moving and built to scale fast.
Channel strategy
Wholesale was the growth engine. Roughly 80% of revenue came from wholesale accounts selling into retail stores, and I ran those operations end to end. Direct e-commerce added the other 15 to 20%, which I owned front and back. The mix pushed reach through retail while holding a higher-margin direct channel of our own.
How it ended
I sold my shares to the original investing partner, who took full control of the business.
My role.
Cofounder and fractional CMO and COO, 2017 to 2019. I led brand, business development, operations, wholesale, and e-commerce.
The solutions this draws on: Branding, Business development.
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