#105 - From Oregon to New York: Brand Expansion w/ Marianne Cursetjee, CEO of Alibi Cannabis
Description
Marianne Cursetjee shares how she transformed from cancer patient to cannabis entrepreneur, building Alibi into a premium brand now expanding from Oregon to New York through strategic licensing partnerships.
• Breast cancer diagnosis in 2015 led to discovering cannabis's healing potential
• Built Alibi Cannabis in Oregon with a focus on premium indoor flower and adventure-focused branding
• Butterfly imagery represents breaking down walls for true connection and community
• Took five years of relationship-building before entering the New York market
• Chose licensing partnerships over owning supply chain for efficient expansion
• Reached cashflow positive in New York within five months, beating six-month projection
• Field marketing and authentic community engagement drive brand recognition
• Previous expansion attempts in Massachusetts and Arizona provided valuable lessons
• Maintaining financial discipline with "no debt" philosophy critical for survival
• Hand-trimming flower despite representing 20% of costs aligns with quality values
• New York cannabis market reached $2 billion in sales, with favorable energy compared to mature markets
• Looking at New Jersey and potentially European markets for future growth
Visit alibico.com or follow @alibiny on Instagram to learn more about their products and expansion journey.
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