Cannabis Industry Ancillary Product Startup


“Elizabeth has brought tremendous dedication and commitment to our new brand and product development project. Her thorough approach does not cut corners in terms of both the depth and the context for the recommendations she brings forward. Her gentle persistence has been effective in pushing our team to keep our minds open and consider angles that are less intuitive to us, leveraging her deep and broad market experience and instincts as she learns and contributes to a rapidly evolving market.”

—Founder, Cannabis Industry start-up


Ancillary Consumption Tools Startup


Business Challenge:

Fledgling female-founded company seeking to launch a highly innovative new brand and product collection to solve pain points in cannabis usage occasion and to normalize usage via familiar, modern design. Enlisted EMC Strategy for innovation, product design and voice of consumer expertise.


What we Delivered:

Provided comprehensive guidance through concept & product development stages to ensure a viable launch from key aspects of Consumer Desirability, Technical Feasibility and Financial Viability: - Leveraged primary and secondary research to identify relevant attitude and usage insights, drivers, and barriers to inform proposition - Developed and validated concept and key features/benefits, articulated target consumer segments, and refined brand strategy - Leveraged expertise from other durables categories to inform product design and sourcing approach - Led design selection research among two consumer segments - Guided sourcing and development efforts with overseas manufacturing partner



After progressing development through 3D design, identifying/onboarding manufacturing partner, and delivering financial model with proof of profitability potential, transitioned development leadership to founders, who are poised to go to market in 2023.