Starting a new business can be an extremely daunting, and just getting off the ground can bring immense difficulties. Ziggy Gilsenan of Canna 360 successfully launched her CBD oil business last year, and discussed the strategy which led to her success in an exclusive interview with Express.co.uk.
After spending many years of her career working in live events, Ziggy had to think on her feet after the COVID-19 pandemic brought the live music industry to a halt.
Having been interested in the benefits of Cannabidiol (CBD), she decided to take a chance on a new business venture, working with the Czech company Sciva Corporation.
Ms Gilsenan said: “I’ve always been interested in holistic therapy and wellbeing and I was introduced to CBD as a therapeutic solution for anxiety.
“I decided that I needed to diversify in the light of Covid and an opportunity came up to work with the Sciva Corporation.
“We were able to mobilise our passions and expertise into a new business opportunity.”
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Canna 360 is continuing to grow within a market that is rapidly expanding, giving Ziggy hope for the future potential of the company.
“Within six months we were turning over around £10,000 a month.
“The market potential is huge with the global CBD industry projected to be worth around £1billion by 2025,” she said.
However, in an ever-growing marketplace, Ms Gilsenan said standing out from the crowd was vital in order to gain a foothold.
“The CBD market at the moment is on the rise, it’s a really exciting category, but for us to really cut through we needed a USP,” the entrepreneur said.
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“The Canna 360 range has a USP in that the signature product Rebound Plus is the only CBD product on the marketplace which is optimised with multivitamins.”
She explained: “Differentiation, defining your place in the marketplace and having a product that will stand out, is absolutely crucial to any strategy.”
The use of word-of-mouth promotion through influencers has been a key part of the growth of Canna 360, as Ms Gilsenan explained:
“We developed a program with music industry and lifestyle influencers to make sure we’re getting the product in the right people’s hands.
“Word of mouth is such a powerful channel and we used those influencer networks to drive sales.”
Ziggy said that the aim of Canna 360’s products are to “support people as part of their daily routine, to lead happier and healthy lives.”
A mother of three, Ziggy found some difficulties in taking on a new business in the midst of lockdown, but said that walks with her dog near her home in the Isle of Wight helped her to destress.
She said: “Starting any new business obviously has challenges, but to focus on a product or subject matter that we have a huge passion for obviously helps.”
Ms Gilsenan also offered some words of wisdom for anyone who is trying to get their business start-up off the ground.
“Never be scared to ask for help,” she said.
“There’s always somebody out there who has more experience or maybe has a new insight that you might not have, that could be really valuable in your business.
“Be patient. Do not put too much pressure on sales, really try to focus on realistic expectations.”
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