In today’s rapidly-paced world of technology, the possibility of opportunity is right at our fingertips. We live in a society where social media and influencing have become one of the biggest sources of revenue, and other digital trends are taking over and here to stay. With the ability to create a home-based business, we are witnessing countless innovative concepts coming to life.
A Smoking Idea for a Brand
Everythingfor420 evolved from a concept between friends to an expanding movement that has only just begun and will continue to grow. In October 2017, Shuki Farag spoke with a longtime friend with extensive experience in the cannabis industry. Both sharing a love for cannabis culture raised the question: “what if we created an online shop with cannabis-related products and accessories for only $4.20?” With the addition of technology professional Tomer Koforty, the three set out on a venture to create a space for cannabis enthusiasts to purchase affordable smoking devices at a fraction of the price.
Hurdles on the Horizon
In theory, although a great idea within a growing space, there were many obstacles that they would have to overcome for this vision to come to fruition and prove sustainable. The first concern was sourcing products that would make a profit from a $4.20 sale, without compromising on quality. They shared their vision with vendors and eventually found suppliers equally as passionate who believed in their dream.
Another constant obstacle would be the strict marketing regulations surrounding the cannabis industry. With Shuki’s extensive background in digital advertising and e-commerce, he understood that a typical marketing approach was not going to be a successful strategy and paid social advertisements were not an option.
Using Word of Mouth and Social Media to Scale
The team had to innovate and learn other creative ways to create buzz around Everythingfor420 and its mission. Dedicating time to gather research around cannabis users and the ‘420 mentality’, the team identified that word of mouth and social selling would be the best methods for success. Working closely with social media influencers and incorporating email marketing campaigns transformed Everythingfor420 from an idea to reality by January 2018, just 3 months later. By tapping into this industry on a personal level, the trio was able to break through these barriers by collaborating with industry experts that were truly passionate about cannabis culture.
Passion Expansion
Just one year after its online launch, the company showed exponential growth in large part from customers showing their support through word of mouth references and influencer posts. Demand increased for other products that customers were willing to pay more than $4.20 for, and so expansion began. Today, Everythingfor420 offers a variety of quality cannabis accessories from top brands at an affordable cost, keeping ‘420’ integrated into its pricing. The $4.20 section is still the main selling category, but now customers can enjoy quality products at various price points.
The foundation of Everythingfor420 is based on its mission to provide a positive space for all cannabis culture enthusiasts, including customers and employees alike. Shuki emphasizes the hardworking individuals that assist in the daily aspects of the business and credits a lot of the company’s success to the equally passionate team that make up Everythingfor420. The synergy of Everythingfor420 is a huge focus for the founding members, as they know it’s the driving force behind the continued success of the company. Although a fairly new company, Everythingfor420 has found success and organic growth through personalizing their customer experience and genuinely relating to the cannabis community.
