How Luna Works
From high-level strategy and advising to hands-on, high-touch support, Luna personalizes the experience to suit your budget & goals
Pricing is varied and flexible, based on level of touch needed and/or award of company equity:
- Ad-Hoc Hourly Consulting
- Finite, Deliverables-based Projects
- Retainer for on-going advising
Some clients require remote support, for digital assets, production of SOPs, marketing strategy -- others seek in-person, tactical hands-on presence and travel, for staff trainings, onboarding, interviews, meeting management, or event production. Luna provides high-level strategy, on-going, direct sales and marketing support at in-store promos, events and ride-alongs, plus access to her rich network and robust book of business, insider market insights, and use of her name on pitch decks or applications.
Sales & Marketing Strategy & Protocols:
Staffing:
Consumer Research & Branding:
P.R., Media, Experiential Activations:
Business Development:
Product Development:
* Focus Groups and Market Research
Conduct thorough focus group of selected Key Opinion Leaders through ongoing surveys and interviews to refine the brand and product for a salient go-to-market strategy. This grassroots research approach presents myriad questions to stakeholders, to garner a nuanced, broad understanding of the market. This comprehensive report that compiles and delivers profoundly personal insights from sales leaders in the dispensary field with high levels of buying and selling power. In highlighting CA Cannabis industry-specific best practices, we can craft the ideal approach to our market strategy at a granular level, while avoiding common pitfalls. The KOL feedback represents an industry standard for packaging, visibility, originality, sustainability, education, pricing, unit sizes, dosing, formulations and ingredients, and offer a guide for the kinds of company ethics and corporate social responsibility initiatives that our partners demand.
- Ad-Hoc Hourly Consulting
- Finite, Deliverables-based Projects
- Retainer for on-going advising
Some clients require remote support, for digital assets, production of SOPs, marketing strategy -- others seek in-person, tactical hands-on presence and travel, for staff trainings, onboarding, interviews, meeting management, or event production. Luna provides high-level strategy, on-going, direct sales and marketing support at in-store promos, events and ride-alongs, plus access to her rich network and robust book of business, insider market insights, and use of her name on pitch decks or applications.
Sales & Marketing Strategy & Protocols:
- Management: Builds internal project management structures & Project Management SOPs
- Marketing Assets: Creative briefs for B2B & B2C sales collateral, marketing decks, brochures
- Sales Team Accountability structure & Sales Playbook
- CRM management: Best tools for staff & retail partner training to integrate ordering SOPs
- Brand Ambassador Handbook for promos & activations
Staffing:
- Recruiting: Head-hunting to source the right salesperson or marketing mastermind to kick-start your team, plus job descriptions
- Onboarding: Interviewing, hiring support, Code of Conduct Models for customized employee handbooks
- Team-Building: Bonding, trust-building activities and retreats, staff meeting best practices
Consumer Research & Branding:
- Focus groups: Survey key opinion leaders (e.g. retail staff or consumers) to inform go-to-market strategy, consumer trends & insights* (details at end)
- Brand style guide: Outline product, practical applications across myriad settings, including content creation
- Brand voice outline: Mood board, briefs that align mission and style guide with Creative team for seamless digital and physical asset-creation
P.R., Media, Experiential Activations:
- Social Media Best Practices and frameworks for posts and content timeline/apps (may include on-going mgmt)
- Media training w/ practice 'interviews' for journalist questions, to prepare for launch
- Copywriting & Journalism: Reviews, website copy, services description, product placement in magazines
- Brand Ambassador work: Luna attends conferences, panels, promotions, or events as a dedicated brand rep.
- Event Production Best Practices for event promotion & management, for casual to high-end consumer events
- VIP private dinners, media events, green-room/celebrity activations, concerts, awards shows, festivals, guerilla "experiential" branding, high-end retreats for Industry Execs
- Packaging compliance research: Child Resistant requirements/tamper-resistant, eco-friendly alternatives, price quotes, shopping for best providers
- Legal compliance: Advertising limitations, age-appropriate outreach and messaging
- Competitive audits of brands in the space
- Corporate Social Responsibility: Suggested connections to well-established charities & non-profits to drive CSR initiatives; Guide to best market and message these relationships for highest impact
Business Development:
- Personal intros or connections to my professional network can be compensated via a flat "Finder's Fee" or commission-based % of total sale.
- High-Level client services, SOPs and/or direct management of key accounts and VIPs
- Business connections, networking, or referrals via a lead-gen.
- Representation at industry events, from formal conferences to informal mixers
- Sit on advisory board, on sales calls, in investor meetings
- Use of Luna's name, image, background, experience & subject-matter expertise on investor pitch decks, website materials
Product Development:
- Determine best practices for Product packaging, based on Retailer, budtender, and consumer needs preferences
- Product Formulations & ingredients
* Focus Groups and Market Research
Conduct thorough focus group of selected Key Opinion Leaders through ongoing surveys and interviews to refine the brand and product for a salient go-to-market strategy. This grassroots research approach presents myriad questions to stakeholders, to garner a nuanced, broad understanding of the market. This comprehensive report that compiles and delivers profoundly personal insights from sales leaders in the dispensary field with high levels of buying and selling power. In highlighting CA Cannabis industry-specific best practices, we can craft the ideal approach to our market strategy at a granular level, while avoiding common pitfalls. The KOL feedback represents an industry standard for packaging, visibility, originality, sustainability, education, pricing, unit sizes, dosing, formulations and ingredients, and offer a guide for the kinds of company ethics and corporate social responsibility initiatives that our partners demand.