Raising Cannabis Capital 0063: Cannabis Club TV

"Raising Cannabis Capital" Series - Cannabis Club TV CEO Danny Keith drops in to talk to Dan Humiston about their canna broadcast network which provides access to canna content directly to dispensaries.  They are positioning themselves to be the dominant cannabis broadcast platform, delivering entertainment, education and advertising to a captive audience by channelizing the content experience.

Produced By MJBulls Media

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Dan Humiston:
Today's show is brought to you by 3C comprehensive cannabis consulting helps clients design build and optimize their cannabis business from initial assessment and planning through operational ization and ongoing management. To learn more about how their services are tailored to meet the unique goals and objectives of each of their clients. Go to 3C cannabis dot com and for a limited time 3C is giving all MJ bulls listeners an additional 10 percent off their fees just for mentioning that you heard it on the show go to 3C C cannabis dot com.

Danny Keith:
So with us we have 9 million viewers right now in our expenses. When you aggregate that traffic that goes into them every day. That's a guaranteed exposure rate. Those channels. It's not like somebody else's whack like you would in a traditional over-the-top rashly programming and pushing the content.

Dan Humiston:
From Buminit media it's the MJ Bell's podcast a show about Raising Cannabis Capital.

Dan Humiston:
I'm Dan Humiston. And on today's show how YouTube's decision to remove cannabis shows created an opportunity for this company to host and distribute their content.

Dan Humiston:
Today we continue our Raising Cannabis Capital series with Danny Keith CEO of Cannabis Club TV. Danny thanks for being on the MJBulls Podcast man.

Danny Keith:
Thank you so much. I really appreciate the opportunity.

Dan Humiston:
Well I was really excited when you reached out to me because I listened to you a few months ago on another podcast casually baked and I like good old Joanna. You guys killed it on their show but I was thinking myself this guy is so ahead of the curve right now. I got to talk to him and then I appreciate that.

Danny Keith:
You know we saw you guys this stuff and we felt like we had a story to tell and you know that's what we want to do.

Dan Humiston:
Well let's jump right into it. Cannabis Club TV really cool idea. Tell our listeners about it. Bring us up to speed a little bit about what you're doing.

Danny Keith:
Absolutely just like any other over-the-top play. We are a cannabis centric television network. We broadcast all over 50 different channels of content into 14 different states and almost 200 locations with the main device be to help educate the consumer to help build brands and to help lift sales for the dispensaries all while packaging cannabis related content through the customer center.

Dan Humiston:
Yeah you're in there's reason like 14 states. How does that work. Is it like a closed circuit TV or network that goes into each one of these dispensaries.

Danny Keith:
Just not unlike a fire stick our Roku. We have a device that we ship out to the location and once that device is connected to the Internet and we control that and desktop application that allows us to monitor and manage our helping network. So the real big kicker is that it's no cost to the location. And on top of that we manage everything so the device turns on when the dispensary opens it turns off when they close. We program all the content for them. We built in a remote control into the cell phone so that they can control their channel choices if they so desire or will launch to our newest channels as we get everything in content. It's really meant to help monetize or help activate the walls while these people are standing watch a lot of them are curious and don't have exposure to high times or your other mechanisms by which they would learn more about the cannabis space. So we're talking to a group of people that are somewhat undereducated around cannabis and how they can consume and yeah it's a really easy network for us to setup and run.

Dan Humiston:
So you provide the television to call right in the dispensaries and all the mechanical and all the hook up and everything is taken care of. They don't have to do anything they.

Danny Keith:
I mean just like your Comcast or Time Warner we come out we set an installation date there's a little process we customize every location to their branding so every broadcast inside of a dispensary is branded with the dispensaries love going and everything else. And then we set the install we do the install and then from that point on as long as they don't turn off the device we manage everything for them and get some great testimonials of people as far as like how it's helped them sell brands break new brands look we're in a space right now we're the kings and queens of brands not being created. So we get the rare opportunity to help do that.

Dan Humiston:
Yeah well I just own 51 channels 51 channels. How do you manage to get the content to fill up 51 channels.

Danny Keith:
Well you know we are in an alternative space so there's not a lot of mechanisms or delivery opportunities for this content so that they can monetize YouTube most recently did a big scrape by about eight months ago where they kicked off a bunch of cannabis related content. A lot of those people weren't making money off youtube but they were making money off the exposure that YouTube provided the inline marketing product promotions brought to you buys bumpers however you want to claim it. So with us you know we have nine million viewers right now in our dispensaries. When you aggregate the traffic that goes into them every day that's a guaranteed exposure rate. Those channels. It's not like somebody else select like you would in a traditional over the top. We're actually programming and pushing the content. This allowed a lot of these cannabis content manufacturers the opportunity to leg over and not lose their exposure that they were getting through a YouTube or a video or other areas and when you really look at it there's not a lot of areas that you can upload and manage content and create your own network if you will. And so when YouTube started regulating that the people came to us. So we do civilize Mary Jane super to lock stinks city so some pretty heavy hitters cannabis it's all right.

Dan Humiston:
So those are big names when the best part about it is that you're not producing the content. Other people are producing the can't you're really just a way for the content to get out to the public. That's just brilliant.

Danny Keith:
We're like a combination of other studios slash Comcast. So like NBC Comcast you know where we can curate and press around content if we want but really what we do is provide channels for all those people civilized as our own channel money team that channels actually have multiple verticals and we break it across 14 different categories entertainment education cooking how to grow medicinal likely. We break it all out and we allow those people to monetize their online channels whatever they want to do once the content is given to us. We don't have a preference on we monetize or the interstate sale ads in between their play they do their moneymaking we do our money making and everybody gets across the finish line.

Dan Humiston:
I think I read on your website that in addition to the dispensary you also have an opportunity for people to go. They can post this stuff right on your Web site.

Danny Keith:
Absolutely so. Our model has always been from the couch to the pocket so we have a mobile app that we play content through and we run that with completely ad free just so we can really generate the users in on our website. We own our own CNN CNS delivery so it's a. People can have their content posted on our website for viewing at no cost. They monetize online we monetize around them. So we don't have to worry about defining each other's pockets too much. I see. And then the end the dispensary play is kind of same thing. We are in discussions to move into the home. But it's a little more tricky. You know you're not guaranteed anybody to watch your content once you're in the army. So our goal is to really build a robust eco sphere and dispensary mobile and web so that when we transfer into the home play we can bring some of those viewers with us at that time.

Dan Humiston:
I want to take a minute to tell everyone about an exciting free opportunity that one of our former guests good harvest company is offering retail operators in cannabis brand managers in the adult use market. Good Harvest Company is preparing to launch a platform which uses customers buying and shopping behaviors to help brands effectively reach their customers. And for a limited time good harvest company will offer participating companies free access to their data in return for their feedback. To learn more go to good harvest.co.

Dan Humiston:
And then on your website you also have a marketplace. So if people wanted to put their products on your Web site.

Danny Keith:
Yeah a lot of brands don't build good Web sites don't have the capability of getting credit card processing and really lack a distribution model. And I took a page out of my previous slides which was I was an action sports and I had skateboard icon and we did drop shipping for over 200 different brands because they just couldn't do it. So I just took that same mentality to the cannabis space and you know we had about 400 products about 30 different brands on there and we shipped products we're shipping type 10 to 20 products a day out. We want to be the expert in this space when people want to find great content. We're going to be launching a podcast page where we play all the different cannabis content podcasts on them so that when people want to learn we want to satisfy that kind of curious person's desire to consume content.

Dan Humiston:
Well there's certainly a lot of interest out there I can I can vouch for that. Now moving forward over say the next 12 months what are some of the things that you need to get done over the next 12 months to get where you need to be.

Danny Keith:
So you know we're growing pretty quick. We just completed friends and family around. I'm a big fan of developing the product and getting to revenue before we go for a pay raise and so we're looking probably in the next two months I'd say make you two to go for our Series A or we'll look to raise minimum a million up to 5 million and we're looking for that to be led by one to two people. Okay.

Danny Keith:
Friends and family has really helped us get to where we're at and now we're generating some by of animal six figures with the revenue on an annual basis. And now we need to expand the footprint. Most recently you know distribution platform is in cannabis but we've just expanded into hydro and headshots on either side of that. So we have a KPI that drives us. We've shown six months of steady growth over budget and you know what we would do for the next few months is tighten up our belts get everything in line and then we'll sit on the pitch for our Series A.

Dan Humiston:
Well I know a lot of a lot of investors will find this interesting because you're not a startup. When you say you have 9 million over 9 million monthly visitors and you're in 14 states already I mean this is a full blown business. You're on the fast track right known to set up a dispensary or if you want to roll into the head shops or there's an upfront investment every time you open up the new facility there's there's absolutely and we've gotten really good about China kind of keep our standardization of cost but we get our money back within two to three months on a location.

Danny Keith:
So as long as we're not going to elaborate we're making the investment we're getting it back and we're tension right and advertising is good our retention rate on dispensaries is good. And really it is it's really the Arab BMV model right. Do all the manual steps you need to do before you automate make sure you're delivering not a five star not a six star but an 11 star service and you can't go wrong.

Dan Humiston:
Well we've been speaking with Danny Keith CEO of Cannabis Club TV and I'll have all of their information on the M.J. MJBulls Web site including how you can reach out to Danny if you're interested in participating in their next capital raise.

Dan Humiston:
Danny it was really great to finally meet you. I appreciate you taking the time out of your day to come talk to us. Absolutely.

Danny Keith:
You know what I don't think this is the last time we're going to talk. I am going to weaken. Yeah.

Dan Humiston:
I'm sure we'll be talking again. I look forward to that meeting you in person too. So good luck. Thank you.

Dan Humiston:
Let me take a second to think. Trevett Hill for sponsoring today's show cannabis investors expect big returns from the companies that they invest in. Unfortunately not all cannabis investments succeed. Trevett Hill management team works with investors to help turnaround or in some cases purchased their underperforming portfolio companies. to learn more go to Trevett Hill dot com.

Dan Humiston:
Thanks for listening to the MJBulls Podcast. To learn more about today's guests or to become a guest. Visit our Web site at MJBulls.com. Today's show is produced by Buminit media with original music composed by Jamie Humiston. I'm Dan Humiston and you've been listening to MJBulls Podcast.

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