Marijuana Business Magazine - Issue 09, Oct 2017

“I would say one of our biggest attributes is we’re very, very respon- sive to our customers,” Rivers said. “We make ourselves available to our patients and physicians pretty much 24/7. Stores and call centers are open seven days a week, pretty much around the clock.” Rivers said the company plans to open all 25 dispensaries it’s allowed to under the new state law. “The starting point has always been we feel a responsibility to be able to serve all of the patients in the state of Florida,” she said. For that to happen, the company needs a robust logistics plan. Each week Trulieve convenes plan- ning meetings to analyze trends, patient counts and how many physicians are active in the state’s program. Recently, for example, staffers dis- cussed the time it takes for patients to obtain ID cards – and steps the company can take to assist in expediting that process. Staff mem- bers also strategize regarding new products to develop based on patient segment growth and patient demand and feedback. “We do goal set often,” Rivers said. One of the company’s goals, for example, was to be first to market. “That’s something we were focused on really before we were even awarded the license,” she added. Management carves out time dedicated to working on the business rather than working in the business. At these meetings, executives dis- cuss both nationwide and statewide trends. They also discuss market positioning and areas of opportu- nity. That ensures goals continue to be set and the company’s mission implemented. Smart Growth While Trulieve aims to establish a presence in the Florida market, it’s not necessarily the goal to simply become the largest in the state. “We’re focused on quality and quantity,” Rivers said. For the company’s executives, it’s important to remember that growth happens one patient at a time. That OPEN LINES OF COMMUNICATION I n order for Trulieve to successfully expand its footprint, the company has encouraged a culture of open communication to ensure all employ- ees are working together to achieve the same goal. “Ten thousand group texts,” Trulieve CEO Kim Rivers said, joking about how often the team has texted each other since the company formed in 2014. “We do communicate with each other often. Our philosophy is never complain about an overcommunication.” It’s easy to read a text or delete an email. It’s much more difficult if you don’t have that communication in the first place, Rivers said. The staff also jokes about the advent of the iPhone and the ability to add and merge a call, which allows them to loop other people in and add lines of communication during a conversation. “That’s a wonderful feature,” Rivers said. From a companywide perspective, management tries to include all employ- ees in discussions about the goals and direction of the business. At the all-hands meetings that are held regularly, anyone can ask questions. Nothing is off- limits, Rivers said. “We are growing rapidly, so maintaining that con- tinuity of communication is key,” she added. — Bart Schaneman means the patients’ experience is paramount to the company’s success. Patients are asked to write reviews on the company’s website and via comment cards. Then upper manage- ment reviews feedback at a weekly meeting. For example, if the company pro- duced 1,000 units of a vaporizer car- tridge, executives want to know how many comments came back, how many cartridges were returned and why, and whether specific feedback issues need to be addressed. Recently, patients reported they wanted a cartridge with a stronger pull. Trulieve heard that comment and released a new version. “Of course, we have folks who liked the old style,” Rivers said. “Now we continue to offer both styles.” For Rivers, it’s important for a growing company in a high-growth industry to pivot in response to cus- tomer demand. “It’s about being able to balance,” Rivers said. “You’re not going to have patient satisfaction if the quality of your product suffers.” ◆ Trulieve CEO Kim Rivers. Photo courtesy of Trulieve 94 • Marijuana Business Magazine • October 2017