Unlocking Niche Market Potential: Boosting Customer Awareness Through Education

Unlocking Niche Market Potential: Boosting Customer Awareness Through Education

Insights from Envision RISE and a Colorado Kava Bar's Journey (part 2) 

By Staci Hegarty, M.Ed.

Offering education to customers is nothing new. Companies like Apple have been doing it for years, which not only allows customers to get the best experience with the product but encourages customer retention. Most people are comfortable admitting that they need help to truly understand new technology and happily engage with the education that is offered. We can’t avoid technology, which means it is in our best interest to learn about it.

Other industries also need to engage their customers in education but have a bigger challenge in getting customers to accept that education. Niche businesses, such as the Colorado kava bar Envision RISE has been working with, may have products that are not mainstream but popular with their existing market. But, because general awareness is uncommon in a wider community, expansion to new customers is stifled. Even those who have heard of kava, for example, may not know much about it, they draw inaccurate conclusions about the product or the typical consumer This is particularly true for businesses that are part of the natural or alternative wellness industry. Massage, cold plunge, and even cannabis may be known products and services, but their potential benefits are not mainstream.

Knowledge gaps can be daunting. Newcomers might experience anxiety and hesitate to ask questions for fear of appearing uninformed. When your product or service is not well understood, it is important to offer education about it to openly welcome and encourage curiosity. In the case of the kava bar, this is how they have approached growing their customer base through education, using their website, social media, and interactions with staff:

1. Start with the Basics
Many people are unfamiliar with kava, so begin by explaining what it is. Share its history, cultural significance, and traditional preparation methods. Remove any stigma. For example:
“Kava is made from the root of the Piper methysticum plant, which has been used for centuries in Pacific Island ceremonies to promote relaxation and social bonding.”

 

2. Highlight the Benefits
Educate customers on kava’s primary benefits, such as its ability to reduce stress, promote relaxation, and improve focus. Explain that kava works by interacting with the brain’s GABA receptors to create a calming effect without impairing mental clarity. For some people, kava has become a method of harm reduction, replacing drugs and alcohol.

 

3. Discuss Safe Consumption
Help customers understand the importance of responsible kava use. Provide guidance on dosage, potential side effects, and contraindications. For example:
“Start with a small serving, as the effects of kava can vary. Avoid combining it with alcohol or certain medications and consult a healthcare provider if you have liver concerns.”

 

4. Offer Tasting Events
One of the best ways to educate customers is through experience. Host tasting events where they can try different types of kava and learn about their unique flavors and effects. Use this opportunity to share tips on preparation methods, such as traditional brewing or instant kava options.

 

5. Create Educational Content
Leverage blogs, videos, and social media posts to share valuable information about kava. Some options are:

  • “Kava: The Ultimate Guide to this Traditional Yet Trendy Beverage” (blog)
  • Community events that bring in new customers, such as yoga sessions and improv classes
  • Highlighting community service work

 

6. Provide Trusted Resources
Empower customers to learn more by offering links to scientific studies, kava organizations, or expert interviews. This builds trust and credibility while showing your commitment to transparency.

 

7. Engage Your Community
Encourage feedback and discussions. Create a space—whether online or in-store—where customers can share their experiences, ask questions, and learn from each other. Events in your in-store space are ideal for building community and sharing experiences.

 

8. Expand Your Audience
Teaching a diverse audience about how kava can fit into and complement their lives involves highlighting its versatility and benefits in various contexts. For those with busy schedules, kava can be a soothing natural way to unwind after a hectic day. Fitness enthusiasts might appreciate kava’s muscle-relaxing properties post-workout. Socially, kava can be a healthy, non-alcoholic beverage option for gatherings, fostering connections without the side effects of alcohol.

 

 

The Value Proposition: A Wider View of User Experience

Education can become a pivotal element of the value proposition, seamlessly blending into the user experience of the product. By offering educational resources, tutorials, and guides, consumers gain confidence and proficiency in using the product. This not only enhances their overall experience but also builds a deeper connection with the brand. Educated users are more likely to appreciate the full range of features, leading to higher satisfaction and loyalty. Moreover, they can become brand advocates, sharing their knowledge and positive experiences with others. Incorporating education into the product experience ensures that consumers feel supported, informed, and empowered, ultimately driving long-term success for the product and the brand.

Crafting a tactical strategy to boost brand awareness and pique curiosity can significantly broaden your audience and cater to diverse user perspectives. Seamlessly integrating product education into all facets of your business, inside and out, can be the catalyst for growth.

 

Visit our website at https://envisionrise.com.


Finding the Sweet Spot: A Workforce Centric Culture

Finding the Sweet Spot: A Workforce Centric Culture

Insights from Envision RISE and a Colorado Kava Bar's Journey

By Staci Hegarty, M.Ed.

A business that thrives on a workforce-centric culture reaps the benefits of engaged, motivated, and loyal employees, which can lead to enhanced innovation, productivity, and overall success. However, to maintain and sustain this positive environment, it is crucial to balance this with the right level of structure. Effective organizational frameworks, clear policies, and strategic planning ensure that the culture is not only preserved but also adaptable to future challenges. Structured processes help in setting expectations, maintaining consistency, and providing a roadmap for growth, allowing the business to remain focused on long-term objectives while fostering a culture that values and supports its workforce. This balance between a supportive culture and robust structure is essential for achieving lasting success and resilience in a dynamic business landscape.

Envision RISE partners with a diverse range of organizations to strategically focus on the people who drive their success. This often involves gathering employee feedback, which commonly reflects a desire for greater care and consideration from the company. We primarily engage in human capital management, aiming to provide employees with opportunities for growth, validation, and appreciation. Our efforts may include enhancing human resource management through improved benefits, pay equity, and thorough policy reviews. Additionally, we support the establishment of Employee Resource Groups, mentorship programs, and succession planning. All these initiatives are designed to foster a culture that values the workforce and promotes innovation and engagement.

 

In the Beginning…

A few months ago, we partnered with a Colorado-based kava bar, finding ourselves in a unique situation where the organization already had the culture that many others aspire to achieve. However, they needed assistance with strategic planning, leadership, and structure. Kava, derived from the roots of a plant grown in the South Pacific, is brewed into a tea known for its relaxing properties. It is used in some tribal cultures as medicine and in religious ceremonies. Kava is unregulated, legal in all 50 states, and has sedative and psychotropic effects. Kava bars are gaining popularity, offering the social experience of a traditional bar but with the calming effects of kava instead of alcohol. Many of these bars focus on community, hosting events like meditation sessions, community service projects, and art classes.

 

Creating an Employee Centric Culture

The employee survey resulted in an uncommon response: employees expressed genuine love for their supportive and compassionate work environment. They praised the leadership for diverging from typical corporate norms, feeling “seen” and accepted not only by coworkers and leaders but also by customers. It seemed like an ideal workplace! However, there were notable concerns: employees felt there was a lack of direction and structure from leadership, desired clarity on policies and regulations, and voiced worries about the lack of professionalism from some coworkers.

In other words, the absence of structured guidelines was becoming detrimental. Fortunately, a newly implemented inventory system was already showing positive results, with less product loss and more consistent stock availability. Leadership had started introducing new staff policies and expanded the organizational chart to include managers. Previously, all employees reported directly to the three directors, which was overwhelming and led to employees seeking multiple answers for the same query. There were concerns that introducing a managerial layer might dilute the kava bars’ strong sense of community.

 

Maintaining the Culture that Thrives

Envision RISE faced a critical question: “How can we help them establish structure and accountability without undermining their culture?” Their culture IS their success. Customers come not just for a quick drink, but to connect and build relationships. Staff members become trusted advisors, providing emotional support and guidance along with kava-related advice. They know their regulars personally, beyond just their usual drink orders.

While this strong sense of community is generally positive, it presents challenges when issues arise. It’s not as simple as refusing service and asking a problematic customer to leave. The staff genuinely cares about their customers and struggles with the idea of excluding someone from the community. This same struggle applies to disciplining staff members. However, allowing disruptive behavior from customers or staff isn’t compassionate; it’s detrimental to both the culture and the business. Establishing clear guidelines and accountability measures is crucial to maintaining a supportive environment and ensuring the organization’s long-term success.

 

 

Finding the Sweet Spot

Striking the perfect balance between a workforce-centric culture and effective organizational structure is essential for sustainable success. By implementing clear guidelines and accountability measures, businesses can ensure a supportive environment that fosters employee engagement, innovation, and productivity.

At Envision RISE, we believe that valuing and supporting employees not only drives individual success but also contributes to the overall prosperity of the organization. As we continue to develop and implement right-sized policies, training programs, and strategic initiatives, our goal is to build businesses that give back to their communities and thrive. Culture is NOT enough.

Join us in crafting a future where organizational culture and structure coexist harmoniously, leading to enduring success and a passionate, engaged workforce. Together, we can create a workplace environment that celebrates its people and builds a foundation for lasting growth and purpose.

Let us join you on your journey of developing the” sweet spot” of fit for purpose guidelines, structures, and policies that not only respect the culture of an organization but also aim to strengthen and celebrate it. We employ right-sized training, strategic hiring, career-pathing, continual feedback, and policy implementation to build a business focused on giving back to the community.

Visit our website at https://envisionrise.com.


Employee Retention in Non-Traditional Industries: A Focus on Cannabis

Employee Retention in Non-Traditional Industries: A Focus on Cannabis

By Staci Hegarty, M.Ed.

Employee retention is a growing challenge across many industries, but it’s particularly pressing in non-traditional sectors like cannabis. With the rapid growth and ever-evolving nature of the cannabis industry, businesses often find themselves facing high turnover rates. In fact, recent reports show that turnover in the cannabis sector can reach as high as 55%, a significant concern for companies striving to build strong, long-term teams. Turnover is having a significant impact on the bottom line. For example, if a dispensary has 10 employees making an average of $19 an hour, a 55% turnover rate can translate into an annual turnover cost of nearly $80,000.

But why is retention so difficult in industries like cannabis, and what can employers do to keep their best talent?

 

  1. The Nature of the Industry

Cannabis is still a relatively young industry, often operating in states with fluctuating regulations and a rapidly changing market. For many workers, this can mean job instability, limited growth opportunities, and challenges related to unclear career paths. Additionally, the stigma surrounding cannabis—despite growing acceptance—can also create barriers to retention for employees who might feel their career in the sector isn’t as secure or respected as in more traditional fields.

 

  1. Strategic Hiring and Onboarding

When faced with high turnover, it is tempting to simply get the position filled and put the employee too work as quickly as possible. Prioritizing thoughtful hiring and implementing a robust onboarding program is the first step to retaining employees. A longer onboarding process means that employees reach full productivity more than 30% faster than employees who are onboarded briefly or not at all. The repetitive cycle of onboarding and training new employees is not only costly but also time-consuming, diverting valuable resources from other critical business activities.

The lack of transfer of business best practices and tribal knowledge, often confined to the owner’s head, can hinder effective decision-making and customer focus. Maintaining continuity and preserving institutional knowledge are vital to sustaining growth and stability.

 

  1. The Importance of Company Culture

In industries like cannabis, a strong, inclusive company culture can make all the difference. Employees are more likely to stay when they feel valued, heard, and part of a mission they believe in. Cannabis companies that foster an environment of trust, transparency, and support are better positioned to build loyalty among their teams. Investing in employee engagement, regular feedback, and recognition can go a long way toward building this type of culture.

Investing in employee engagement is another critical factor. Regular feedback sessions help employees understand their performance and areas for improvement, while also giving them a platform to voice their ideas and concerns.

 

  1. Career Development and Growth Opportunities

In fast-growing sectors like cannabis, employees want to know they have room to grow. Offering clear career development paths, opportunities for advancement, and training programs can help employees feel invested in their long-term success. Companies that prioritize personal and professional growth—whether through mentorship, certifications, or leadership programs—tend to see higher retention rates.

 

  1. Competitive Compensation and Benefits

While passion for the product and the mission is important, employees still need competitive wages and benefits to stay engaged. Cannabis businesses must consider offering competitive compensation, flexible working conditions, and benefits like health insurance or retirement plans to keep their workforce motivated and satisfied. In a highly competitive job market, it’s essential to show employees that their contributions are valued.

In addition, recognition programs that celebrate achievements, both big and small, boost morale and motivation. When employees feel appreciated and acknowledged for their hard work, they are more likely to stay committed to the company.

 

  1. Work-Life Balance

With the demands of the cannabis industry, from harvests to compliance requirements, employees can easily experience burnout. Encouraging a healthy work-life balance is essential to preventing turnover. Flexible schedules, remote work options, and wellness programs can all play a key role in keeping employees happy and reducing stress.

 

 

Conclusion

In industries like cannabis, where the workforce is often young, passionate, and diverse, employee retention is both a challenge and an opportunity. By focusing on creating a positive, supportive culture, offering growth opportunities, and ensuring competitive compensation, cannabis businesses can not only reduce turnover but also foster loyalty and long-term success. In a competitive market, the best employees aren’t just looking for a job—they’re looking for a place where they can grow and thrive. It’s up to employers to provide that space.

Ultimately, investing in employee retention ensures the stability and growth of the business, creating a competitive edge in the market. Retaining good talent is essential because each employee’s contribution boosts productivity, fosters community, and improves the quality of services offered, leading to loyal, returning customers.

Envision RISE understands the unique challenges of the cannabis industry and will work to create employee retention strategies that translate into cost reduction, greater employee engagement, and a positive customer experience.

Visit our website at https://envisionrise.com.