CBD American Shaman - Competitive Landscape

Delivered November 13th, 2019. Contributors: Sameen B., Tarik T. and

Early FindingsCBD American Shaman Competitive Landscape

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CBD American Shaman - Competitive Landscape 2

Elixinol Global earned $25.38 million in revenue while Charlotte's Web earned $69.5 million in revenue in FY2018. The estimated average annual revenue of Koi CBD is $8.55 million. 
A competitive analysis of three additional competitors to CBD American Shaman identified in the initial research; Elixinol, Koi CBD, and Charlotte's Web has been provided in the attached spreadsheet. The detailed findings are given below: 
4. ElixinolCompany OverviewFounded in 2014 in Broomfield, Colorado, Elixinol specializes in the manufacturing and distribution of CBD products. 
The company offers 100% organic CBD hemp oil products including CBD capsules, Hemp CBD oil tinctures, CBD liposomes, water-soluble CBD powder, CBD topical balms, SATIVA™ Hemp Skincare, Respira CBD oil, X-Pen CBD oral applicators, CBD dog treats, and hemp seeds and protein powder.  
Elixinol markets its products across the Americas, Europe, and the Asia Pacific via B2B and B2C channels. The company has operations in Sydney and Bangalow in Australia, California and Colorado in the US, Japan (Tokyo), Netherlands, Spain, and the UK. 
Elixinol has years of experience in harvesting hemp seeds, manufacturing CBD oil, and lab testing of its products. It uses an "eco-friendly 'cold' CO2 extraction process in its state-of-the-art manufacturing facilities." The company also offers third-party testing and certification. 
Location Elixinol is headquartered at 224 Commerce Street, Broomfield, Colorado, 80020. 
RevenueThe company reported total group revenue of AUD 37.1 million (US$25.38 million) in FY 2018. Revenue from Elixinol's operations in the US was AUD 32.5 million (US$22.23 million). 
CEO and Director of Sales and Marketing  Ali Atcha is the chief executive officer (Europe) and director of sales and marketing (Europe) at Elixinol. 
Franchise OpportunitiesThe company doesn't offer franchise opportunities. However, it offers an affiliate program as well as bulk and wholesale partnership opportunities worldwide. 
5. Koi CBD Company OverviewFounded in 2015, Koi CBD is a privately-held CBD manufacturing company based in Norwalk, California. 
The company's mission is to "create a standard of quality for CBD products." 
Koi CBD offers CBD cartridges, shots, gummies, topicals, Koi naturals CBD oil, CBD vape juice, and CBD for pets. Its products are available at nearly 60 locations across the US, UK, Canada, and Japan. 
Koi CBD's products are 100% natural and more than 99% pure. These products are manufactured in an ISO certified lab and are free from any detectable Tetrahydrocannabinol (THC) at 10 ppm. The company also tests its products for purity and safety. 
Location Koi CBD is headquartered at 14631 Best Ave., Norwalk, California. 
RevenueBeing a private company, Koi CBD does not publish its revenue and other financial details. According to a third party resource ZoomInfo, the company earned $8.8 million in revenue in the fourth quarter of FY 2019. 
The average annual revenue of the company was found by taking an average of the revenues reported in all four quarters of FY 2019 i.e., ($7.6 million + $9 million + $8.8 million + $8.8 million)/4 = $8.55 million. 
Hence, the company's estimated average annual revenue for FY 2019 is $8.55 million. 
Chief Marketing Officer (CMO) Brent Brunner is the chief marketing officer at Koi CBD. 
Franchise OpportunitiesThe company doesn't offer franchise opportunities. However, it offers local (US) and international wholesale opportunities. 
6. Charlotte's Web Company OverviewFounded by the Stanley Brothers, Charlotte’s Web is a publicly-traded company that manufactures whole-plant hemp supplements. 
The company's mission is "to improve life, naturally." 
It grows non-GMO hemp on family farms in Kentucky and Oregon and manufactures its CBD products in its FDA-registered facility. Its products include CBD oils, capsules, gummies, isolate, topicals, bulk CBD, and CBD for dogs. 
The company holds third-party verification for its Good Manufacturing Practices.
Charlotte’s Web has 307 employees. From 2017 to 2018, the company's revenue and gross profit grew by 74% and 75% respectively. 
Charlotte's Web ships its products in all US states and Canada. E-commerce contributed to 57% of the company's sales in FY 2018. 
Location Charlotte's Web is headquartered at 1600 Pearl St., Suite 300, Boulder, Colorado. 
RevenueThe company reported revenue of $69.5 million in FY2018. 
Marketing TeamThe current CMO of Charlotte's Web could not be found on the company's official website, LinkedIn page, and in any news and media sources. 
 Eugenio Mendez is currently serving as the chief growth officer at Charlotte's Web. He leads the company's sales, marketing, and business development activities. 
 Paul Frank is the director of shopper marketing at Charlotte's Web. 
Franchise OpportunitiesThe company doesn't offer franchise opportunities. However, it offers an affiliate program as well as retail partnership opportunities in the US, UK, Canada, Argentina, and Venezuela. 

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CBD American Shaman - Competitive Landscape 1

Green Roads World earned an estimated $45 million in revenue in 2018 while NuLeaf Naturals earned $13.9 million in revenue in 2018. A competitive analysis of three competitors to CBD American Shaman identified in the initial research; Green Roads World, NuLeaf Naturals, and Endoca has been provided in the attached spreadsheet. The detailed findings are given below: 
1. Green Roads WorldCompany OverviewFounded by Laura Baldwin Fuentes and Arby Barroso in 2012, Green Roads is an award-winning company that manufactures CBD products for wellness. 
It offers CBD oils, gummies, topicals, capsules, terpenes, syrups, CBD tea and coffees, CBD for beginners, CBD on-the-go, and CBD oil for pets. 
The company's CBD products are sold in more than 10,000 retail locations. In 2018, Green Roads won the award for “Best CBD Product” at the Cannabis Business Awards. In addition to that, Brightfield Research Group ranks Green Roads as the largest privately-owned CBD company in the United States. 
Green Roads uses hemp grown in American farms in its CBD products. The company ensures there are no pesticides, microbials, heavy metals, and solvents, etc. in the raw materials. 
Apart from internal testing, all products are also verified from a third-party lab and the verification results are made available to the public via a QR code on the product packaging to ensure transparency. 
Location Green Roads World is headquartered at 601 Fairway Drive, Deerfield Beach, Florida. 
RevenueAccording to the company's co-founder Arby Boroso, its 2018 revenue was estimated at $45 million. 
Chief Marketing Officer (CMO) Lee Sosin is the Chief Marketing Officer (CMO) of Green Roads World. 
Franchise OpportunitiesThe company doesn't offer franchise opportunities. However, it offers an affiliate program as well as local and international wholesale distribution opportunities. 
2. NuLeaf Naturals Company OverviewFounded in 2014, NuLeaf Naturals is among America’s top CBD companies. 
The company's vision is to "pave the way for a line of cannabinoid wellness products that promote a healthy body and mind."
NuLeaf Naturals offers 100% organic, pure, and all-natural CBD oil extracts and CBD oil for pets. 
The company has more than 1,600 retail partners across the US. It ships hemp oil extracts across the US and in more than 40 countries across the globe. 
NuLeaf Naturals offers organic, non-GMO, and raw CBD oil products that are free from any additives, preservatives, and more than 200 pesticides, mycotoxins, and heavy metals. According to the company website, NuLeaf Naturals is the only CBD supplier across the globe that provides a "true full spectrum cannabinoid extract." 
NuLeaf Naturals is one of the few CBD oil manufacturers with a "Current Good Manufacturing Practice (cGMP) certification." The company boasts of its 100% score on the GMP audit. Its products are also Glyphosate residue-free certified.  
NuLeaf Naturals develops its CBD products from hemp grown in Colorado. The company's lab is ISO 8 certified and GMP compliant. Its lab is registered with the FDA and the Colorado State Department of Public Health and Environment performs regular inspections of the lab. 
NuLeaf Naturals gets all of its products verified from a third-party lab and makes these verification results available to the public. This ensures accountability and transparency around the quality of its CBD oil and extracts. 
Location NuLeaf Naturals is headquartered at "1550 Larimer St Suite 964, Denver, Colorado."
RevenueThe company's 2018 revenue was estimated to be $13.9 million. 
Marketing Director and Founder The CMO of NuLeaf Naturals could not be found on the company's official website, LinkedIn page, and in any news and media resources. 
 Bo Shirley is the founder and chief strategy officer while Adam Ragsdale is the marketing director at NuLeaf Naturals. 
Franchise OpportunitiesThe company doesn't offer franchise opportunities. 
3. Endoca Company OverviewFounded in 2013 by Henry Vincenty, Endoca is a privately-held company that develops CBD products. 
The company is based in Amsterdam, Netherlands and ships its products worldwide. 
Endoca's mission is to "prove that humanity can live in balance without having to poison ourselves and the world around us." 
Endoca offers CBD oils, creams, capsules, edibles, crystals, suppositories, extracts, packs, and food supplements. It also offers CBD products for pets; cats and dogs. These products are made from Endoca's certified organic cannabis plants which are free from any pesticides, herbicides, solvents, and chemicals. 
Endoca has "its own seed bank and breeding program." The company adopts sustainable and environment-friendly practices during the production process. 
It takes pride in its 100% organic, certified, and lab-tested products and guarantees an accurate concentration of CBD in its products. 
Location Endoca is headquartered at Siriusdreef 17, 2132 WT Hoofddorp, Netherlands. It has another office in San Diego, California. 
RevenueBeing a private company, Endoca doesn't publish its financials. According to a third party resource ZoomInfo, the company earned $14 million in revenue in the fourth quarter of FY 2019. 
The average annual revenue of the company was found by taking an average of the revenues reported in all four quarters of FY 2019 i.e., ($11.4 million + $21.6 million + $24.2 million + $14 million)/4 = $17.8 million. 
Hence, the company's estimated annual revenue for FY 2019 is $17.8 million. 
Chief Executive Officer (CEO)The CMO of Endoca could not be found on the company's official website, LinkedIn page, and in any news and media resources. 
 Henry Vincenty is the founder and CEO of Endoca. 
Franchise OpportunitiesThe company doesn't offer franchise opportunities. However, it offers an affiliate program as well as wholesale distribution opportunities. 

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CBD American Shaman Overview

CBD American Shaman is a privately-held company established in 2015 in Kansas. The company has 352 stores throughout the United States and is planning to open over 400 more stores to expand its business. 
History and Origins of the Company
CBD American Shaman was founded by Vince Sanders. 
In 2012, Mr. Sanders's discovered the benefits of CBD and developed CBD oil to treat his uncle's stage IV lung cancer. CBD oil helped improve his uncle's condition who later died due to a Staph infection. 
However, Mr. Sanders remained convinced of CBD's benefits and founded CBD American Shaman in 2015 to manufacture CBD oils on an industrial scale. 
Company's Growth CBD American Shaman is regarded as the fastest-growing CBD chain in Kansas City. 
Today, the company offers a wide range of CBD products including CBD oils, capsules, tinctures, lotions, creams, serum, Omega 3 supplements, probiotics, bath bombs, tea, gum, edible cakes, brownies, cookies, popcorn, sparkling water, honey and honey sticks, sea salt almonds, cereal marshmallow treats, gummies, and CBD joints for beauty, pain relief, and wellness purposes. It also offers CBD horse snacks, CBD dog treats, and CBD oils for pets. 
However, in the beginning, the company faced a lot of difficulties. With a prior conviction for selling marijuana, Vince Sanders, the company's owner, had a hard time convincing others of the legality of CBD oil. He approached chiropractors, vitamin and health stores, and smoke shops to carry American Shaman's CBD products. 

At that time, American Shaman's CBD products were only sold on wholesale with the help of chiropractors and some shopowners. 
On the recommendation of a friend, Mr. Sanders opened his first store at 18th and Oak in Kansas City. Sanders "held an open bar and pitched CBD to retailers." Eventually, a couple of retailers started buying products from CBD American Shaman to resell them to customers. 
According to KCUR, Mr. Sanders, who is now the board member of the U.S. Hemp Roundtable, also played a vital role in the "2018 Farm Bill that allows farmers in the US to grow hemp." Since the 2018 Farm Bill, CBD American Shaman has experienced rapid growth. 
The company began franchising in April 2018. Today, it has opened 352 stores in the US. According to the company website, the company plans to open over 400 more stores as well. The company is franchising at a rate of around 15 stores per week. 
Geographical Footprint The company serves customers in all 50 US states. 
Locations in Each CountryThe company only serves customers in the US. 
As of October 27, 2019, CBD American Shaman has 352 stores across the US and more than 400 upcoming stores. One of the upcoming stores is located in San Juan, Puerto Rico. 
The company's active and upcoming stores can be viewed here. (Blue location marker indicates existing stores and yellow marker indicates upcoming stores.) 
Headquarters 
The company is headquartered at 2405 Southwest Boulevard in Kansas City, Missouri. 
Financials Being a privately-held company, CBD American Shaman doesn't disclose its revenue and other financial information publicly. 

According to ZoomInfo, the company's latest revenue for the fourth quarter of 2019 is $7 million. 
The average annual revenue of the company was found by taking an average of the revenues reported in all four quarters of FY 2019 i.e., ($5.4 million + $6.2 million + $7 million + $7 million)/4 = $6.4 million. 
Hence, the company's estimated average annual revenue for FY 2019 is $6.4 million. 

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CBD American Shaman - Chief Marketing Officer

 Rebecca Booth is the chief marketing officer at CBD American Shaman. She currently holds both CMO and CEO positions at the company. Previously, she has worked as a creative director and a marketing director in Kansas. She has a Bachelor of Applied Science (BASc) in graphic design from the Illinois Institute of Art. Rebecca has five children. 
1) Personal BIOGRAPHYEducationShe graduated with a Bachelor of Applied Science (BASc) in graphic design at the Illinois Institute of Art. 
She studied there between 2004 and 2006. 
Prior to that, Rebecca attended Center Senior High. 
Family LifeShe lives in Overland Park, Kansas. 
She is currently single and has three sons, two daughters, and a son-in-law.
Hobbies and InterestsShe supports the Kansas City Royals, and is a fan of TV shows such as Game of Thrones, Fox and Friends, and Once Upon a Time.
In terms of music, she likes bands such as Lift the Medium and Rewind.
Rebecca likes restaurants such as Au International, Unforked, and Chuy's.
Social Causes and CharitiesShe belongs to the leadership committee of the American Club Association.
 
She is a member of various LinkedIn groups dedicated to arts, design, education, and ecology. 
Social Media AccountsRebecca is active on Facebook and LinkedIn.
2) Professional BIOGRAPHYPrior Work ExperienceShe founded Executive Life Magazine in June 2015. 
The magazine is aimed at executives and business owners, and was created with the aim of sharing lifestyle and motivation stories of business professionals in Kansas City. 
Rebecca co-founded Ident-I-Pet in December 2016, a service that helps find lost pets.
She holds the position of VP at Flairre LLC and has held the post since May 2014.
Her role consists in content creation for digital creative projects that will be distributed across various digital channels. This includes the production of commercials, short films, and photography.
Prior to this role, Rebecca was the creative director at Relevant Expression between April 2013 and January 2014. 
She was involved in photography, graphics and web design. 
Between 2009 and 2011, Rebecca Booth was a marketing coordinator at Carrabba's Italian Grill, in Overland Park, Kansas.
She worked with Carrabba's staff to create marketing strategies and implement them. Her role also involved analyzing customer motivations.
Early in her career, between 2005 and 2010, Rebecca was a marketing consultant at American Rare Coins, in Kansas City, Kansas.
He role consisted in creating and implementing strategies, as well as analyzing customers motivations.
Between 1995 and 2005, Rebecca owned a business called Diamond Lake Ranch located in Paola, Kansas. 
Current Responsibilities at CBD American ShamanShe has held the post CEO of CBD Multimart since May 2018.
She has also held the role of CMO at CBD Multimart since April 2016. 
CBD Multimart is also known as American Shaman Franchise System, Inc, or CBD American Shaman.
This company is a franchise dedicated to the supply of CBD products with exclusive proprietary nanotechnology.
Rebecca Booth has been a corporate officer and co-owner at American Shaman since 2016. 
Boards served Rebecca founded and co-owned Executive Life Magazine and Ident-I-Pet.
She has served as a VP in Flairre LLC and director at Relevant Expression. 
She is also a member of the leadership committee of the American Club Association. 
Recent News article Some news articles feature CBD American Shaman but do not mention Rebecca Booth.
Recent articles about CB American Shaman are listed below:
"From a Drop to a Torrent: CBD American Shaman rapidly builds a franchise empire" published on the 28th of June 2019 in the Kansas City Business Journal.
"CBD American Shaman of DFW Discusses Formulation of Hemp Products" published on the 27th of September 2019 in Markets Business Insider.
"CBD American Shaman: West Allis Is Part of a Rapidly Growing Franchise" published on 22nd of October 2019 in Shepherd Express.
"CBD Arvada American Shaman Opens the Only CBD Stores in Arvada" published on 15th June 2019 in Denver Post.
"CBD American Shaman: A Force Behind the Re-Emergence of Hemp" published on 27th February 2019 in San Antonio Current.

Research StrategiesAs a general search for newspaper articles featuring Rebecca Booth did not yield any results, we tried to locate recent articles using three different research strategies.

Given that we are aware that Rebecca Booth has always lived in Kansas City, and that her companies are located in that city, we decided to narrow our search and focus on exploring five of the main local newspapers. This includes The Kansas City Star, The Kansas City Pitch, The Kansas City Business Journal, The Independent and the Garden City Telegram. Kansas City newspaper websites such as Kansas City Star yielded results on CBD American Shaman, but not on Rebecca Booth. None of the five local newspapers published any recent articles on Rebecca Booth.

Alternatively, given that Rebecca is the CEO and CMO of a company in the CBD industry, we also thought of looking at CBD-specific publications such as Cannabis Business Times, 420 Magazine, Hemp Business Journal, Hemp Magazine, or Cannabis Magazine. CBD and cannabis publications such as 420 Magazine featured articles on CBD American Shaman, but none mentioned Rebecca Booth.

Finally, since Rebecca Booth is a marketing executive and a marketing specialist, we searched for articles in marketing-specific magazines such as Marketing Week, Adweek, Branding Mag, Fast Company and Advertising Age. Marketing-specific publications such as Fast Company included articles on CBD products, but did not have any news articles on Rebecca Booth or on American Shaman.

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CBD American Shaman - Media Scan

Ten unique recent news and media articles about CBD American Shaman that chronicle the retailer's issues over the past 12 months all relate to new store openings, partnerships of CBD American Shaman, and the issues regarding the legality of CBD in some states. 
1. Sarasota CBD Merchants on Edge Pending Police Crackdown
This news article can be accessed here. 
Date Published: February 13, 2019.  
This news article covers the difficulties of CBD merchants including CBD American Shaman in Sarasota regarding the anticipated police crackdown. Joe Griffith, the owner of CBD American Shaman's seven franchises commented on the situation saying "The city of Sarasota is the only city in Florida that looks at it as marijuana." 
2. New CBD Shop 'CBD American Shaman' Opens in ChehalisThis news article can be accessed here. 
Date Published: February 15, 2019.  
This article covers the opening of CBD American Shaman's store in Chehalis, Washington. It also discusses the misconceptions around CBD and explains that CBD is legal in all US states. 
3. CBD American Shaman: A Force Behind the Re-Emergence of Hemp
This news article can be accessed here. 
Date Published: February 27, 2019.  
This article provides detailed insights into the CBD oil products offered by CBD American Shaman and explains that the company's CBD products are not marijuana. According to the article, CBD American Shaman is the "driving force behind the re-emergence of CBD." 
4. CBD American Shaman Joins ValidCare to Understand Impact of CBD on Wellness This news article can be accessed here. 
Date Published: March 19, 2019. 
This news article covers the recent partnership between CBD American Shaman and ValidCare. CBD American Shaman will leverage this partnership to investigate the uses and effects of its CBD products for consumers. 
5. CBD American Shaman Opens in Corpus Christi, 5 More Shops Planned for the Area This news article can be accessed here. 
Date Published: July 19, 2019. 
This article provides insights into how CBD American Shaman is contributing to changing the landscape of the CBD industry in Texas. The company's first franchise was opened in Corpus Christi, Texas and there are five more franchises expected to be opened soon. 
6. Franchises of CBD American Shaman to
 Open Around Milwaukee RegionThis news article can be accessed here and here. 
Date Published: July 23, 2019.  
This article provides information on the new franchises of CBD American Shaman in the Milwaukee Region. At least two new franchises of CBD American Shaman are set to open in Brookfield and West Allis. 
 Three franchises of CBD American Shaman are already operating in the Milwaukee area. These franchises are located in Menomonee Falls, Brookfield, and Waukesha. 
7. CBD Franchise Opens Store in Superior This news article can be accessed here. 
Date Published: August 2, 2019. 
This article provides insights into the new franchise of CBD American Shaman in Superior, Wisconsin. This franchise is owned by Kevin Lindstrom and Andy Hromatka. The franchise will offer free samples and a money-back guarantee on its products. 
8. CBD American Shaman of DFW Discusses Formulation of Hemp Products This article can be accessed here. 
Date Published: September 27, 2019. 
Discussing the issues and misconceptions surrounding the use and legality of CBD oil in Texas, this article covers the stance of CBD American Shaman. According to Randy Lierz, who operates the company's DFW franchise, the company's "CBD oil, which is made from the industrial hemp plant, not marijuana, [and] has below 0.3% of the 'psychoactive' ingredient THC." 
9. CBD American Shaman Opens on ThayerThis news article can be accessed here. 
Date Published: October 6, 2019. 
This news article covers the launch of the first CBD American Shaman franchise in Rhode Island. The franchise was opened on September 27, on Thayer Street and provides CBD oil products to reduce pain and anxiety. 
10. CBD American Shaman Receives Hemp Authority Certification
This news article can be accessed here. 
Date Published: October 16, 2019. 
According to this news article, CBD American Shaman has received the U.S. Hemp Authority's certification. This certification will provide high-quality standards and self-regulation and ensure that CBD products are legal and safe to use.  