There will definitely be money to be made as more and more jurisdictions move to legalize marijuana, but it’s not going to be like soup raining down from heaven — it’s not going to be a simple as just grabbing a bucket:
Here are Coyote’s first three rules of business strategy:
- If people are entering the business for personal, passionate, non-monetary reasons then the business is likely going to suck. When I say “suck”, I mean there may be revenues and customers and even some profits, but that the returns on investment are going to be bad**. Typically, the supply of products and services and the competitive intensity in an industry will equilibrate over time — if profits are bad, some competitors exit and the supply glut eases. But if people really love the industry and do not want to work anywhere else and get emotional benefits from working there, there always tends to be an oversupply problem. For decades, maybe its whole history, the airline industry was like this. The restaurant industry is this way as well. The brew pub industry is really, really like this — go to any city and check the list of small businesses for sale, and an absurd number will be brew pubs.
- If the business is frequently featured in the media as the up and coming place to be and the hot place to work, stay away. Having the media advertising for new entrants is only going to increase the competitive intensity and exacerbate the oversupply problem that every fast-growing industry inevitably faces as it matures.
- Beware the lottery effect — One or two people who made fortunes in the business mask the thousands who lost money (Freakonomics had an article on the drug trade positing that it works just this way — while assumes the illegal drug trade makes everyone in it rich, in fact only a few really do so and the vast majority are and always will be grinders making little money for high risk). Even those people who made tons of money in hot businesses sometimes just had good timing to get out at the right time before the reckoning came. Mark Cuban is famous as an internet billionaire, but in fact Broadcast.com, which he sold for over $5 billion to Yahoo, only had revenues in its last independent quarter of about $14 million and was losing money (that’s barely four times larger than my small company).
When I was at Harvard Business School, the first two cases in the first week of strategy class were a really cool high-tech semiconductor fab and a company that makes brass water meters that are sold to utilities. After we had read the cases but before we discussed them, the professor asked us which company we would like to work for. Everyone wanted the tech firm. But as we worked through the cases, it became clear that the semiconductor firm had an almost impossible profitability problem, while Rockwell water meters minted money. I never forgot that lesson — seemingly boring industries could be quite attractive, and this lesson was later hammered home for me as I later was VP of corporate strategy for Emerson Electric, a company that was built around making money from boring but profitable industrial products businesses.
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** You can tell I have classical training in business strategy because my goal is return on investment. One can argue, perhaps snarkily but also somewhat accurately, that there is a new school of thought that does not care about profitability, revenues, or return on investment but on getting larger and larger valuations from private investors based on either user counts or just general buzz. I am entirely unschooled in this modern form of strategy. However, the general strategy of getting someone to overpay for something from you is as old as time. I mentioned Mark Cuban but there are many other examples. Donald Trump seems to have made a lot of money from a related strategy of fleecing his debt holders.
