Former Mumbrella CEO Martin Lane launches medical cannabis platform, Cannabiz

The co-founder and former CEO of Mumbrella, Martin Lane, has teamed up with Klick X founder, Kim McKay, to launch a B2B platform for the legal cannabis industry.

In his welcome post on the platform – known as Cannabiz – Lane said: “If you’d told me in 2013 that seven years later I’d be launching a media platform for Australia’s cannabis industry, I never would’ve believed you.”

Cannabiz launched today

Lane left Mumbrella in March to set up a publishing and events consultancy, however said his view of the “devil’s lettuce” continued to evolve, he realised the good that the industry could do, as well as the untapped business opportunities.

“I came to realise that my anger towards cannabis was like hating grapes because some people become violent alcoholics. And the more I researched the industry, the more stories I found,” he said in his welcome post today.

Cannabiz aims to inform, educate and connect Australia’s legal cannabis sector through the online platform, weekly newsletter, podcast, industry reports and events. In addition, it will offer PR and marketing advice, noting that the industry operates in a highly regulated advertising environment.

The Cannabiz platform

It will target growers, manufacturers, distributors, clinical researchers, healthcare professionals, campaigners and political advocates.

At launch, the Cannabiz platform doesn’t have traditional advertisers, but will instead rely on revenue from a paywall, which comes into effect in September. There will be four tiers: Essential, Advantage, Premium and The Green List. Additional revenue will come from branded content, events, training and consulting.

Lane is back in publishing

The site’s launch will be supported by a three-part analysis of the current legal landscape of cannabis, featuring chats with company CEOs, politicians, trade bodies and campaigners.

Lane noted the potential scale and reach of the platform.

“While there are websites aimed at the cannabis investment and medical communities, there’s nothing covering all aspects of the industry in Australia – growing, manufacturing, clinical trials, distribution, prescription, marketing and advocacy. There’s a whole ecosystem which we want to support and help grow,” he said in a statement.

McKay said the industry was as a tipping point.

McKay: We can create change

“It is not a time for those who are afraid to challenge ideas and traditional approaches to business. That’s where Cannabiz comes in,” she said.

“Not only are we solving a problem by providing clarity and guidance for a young industry with huge potential, we are also in the position to create meaningful change. Access to medicinal cannabis can improve and change the lives of many Australians.”


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