Marijuana Business Magazine November December 2018

branded product lines, the product development lead helps formulate edibles, concentrates and other infused goods. Tim Shaw, the company’s chief operating officer, searches for a candidate with artistic leanings who can put a cannabis spin on products commonly found in mainstream sectors, such as medicine for children with epilepsy. Shaw said he looks for “creativity, first and foremost.” He added that the ideal candidate is “someone who thinks out of the box.” He’s looking for someone who can think innovatively about the brand, the product name and how to roll out the product. Candidates also must be able to work with the marketing and branding team. A good product development lead also will know how to work with test groups, including monitoring online feedback, and develop a product that’s repeatable and won’t cost the company an exorbitant amount of money to make, according to Shaw. The right candidate can find easy solutions, such as automation, to creating products. “Simplicity is one of the hardest parts in any industry,” Shaw said. At Confident Cannabis, a Palo Alto, California-based company that provides marketplace software to help growers, labs and retailers buy, sell and trade, the product devel- opment lead takes feedback from customers and then builds products based on their comments. CEO and co-founder Steve Albarran looks for product development leads who can communicate their ideas effectively. The products this person builds are typically software features that customers have requested. “They have to be an excellent communicator,” he said, “because they’re listening to users who are communicating in an unstructured way, and they have to form structure out of that.” That person also should be capable of explaining the product to several people in the organization, including the marketing team. “Communication is really impor- tant, and sometimes technical people aren’t the best communicators,” Albarran added. To determine whether a candidate can articulate the ins and outs of a product, Albarran asks that person to prove, as part of the interview process, that he or she is a good fit for the company by building a case study and presenting it. The person proposes an addition to the company’s software, for example, then demonstrates how to build it and why it would work. The process starts with email then goes to a video call – or, if the candi- date is in the Palo Alto area, they will meet in person. “If people aren’t able to explain why (the product is necessary), then they’re clearly not going to be able to communicate,” he said. When Pride recently was hiring for a product development lead, she looked for someone who had experience with mainstream product design. The candidate she selected brought a sense of humor to his design sensibility and also kept his product simple enough that it could be maintained easily. As one example, he designed wedges that fit under the legs of wobbly tables that were intended to look like sugar packets. Pride also liked that he was submit- ting his designs for awards. “That’s super savvy when you’re building a business,” Pride said. She also wanted a new hire who was creative but had ideas that were marketable. And a collaborative spirit is crucial. “You’re looking for someone who’s smart enough to take the lead but also humble enough to take direc- tion,” Pride added. EXECUTIVE SUMMARY For consumers, your products define your brand. A product development lead creates the goods that are the building blocks of your company. When seeking out a product development lead for your cannabis company, look for a candidate who: • Is versatile, creative and a good communicator. • Has artistic leanings and can put a new spin on products com- monly found in other sectors. • Can take feedback from custom- ers and use it to improve your brand and offerings. • Keeps the product simple enough that it can be easily maintained. • Knows how to create repeatable results. Tim Shaw is chief operating officer for MariMed in Newtown, Massachusetts. 150 • Marijuana Business Magazine • November/December 2018