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.”
Bravo!
A brave move in a country as backwards on this issue as Australia.
I wish you all the best.
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Congratulations to you! Love the idea and concept. It may take some time to grow but this market has the potential to explode if minds and attitudes change. Good luck.
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@Tom Donald – very well said!!
Bravo to this also! 🙂
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What a fascinating space, will be interesting to see how it develops.
The sooner weed becomes legal in this country the better. There’s literally no logical reason why it still remains illegal.
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Who is the mysterious McKay in this article?
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Hi Jeremy,
Is this a genuine question? If so, it’s answered in the first sentence of the article.
Klick X founder, Kim McKay
If you’d like more information, you can find it here and here.
Thanks,
Vivienne – Mumbrella
Now that’s a great line: “I came to realise that my anger towards cannabis was like hating grapes because some people become violent alcoholics.”
Good luck with the new adventure. There’s gold in that green!
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Bonnet de douche!
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What about advertising for cannabis? How is Cannabiz going to help?
It’s extremely tricky to advertise on traditional platforms. Great initiative btw!
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@Gaurav
It was one of the key challenges we are looking to solve with the launch of Cannabiz. To help the industry navigate these murky waters. Right now, advertising (in the traditional sense) is not an option. Discovering new ways to connect with consumers for cannabis brands is the focus for our consulting arm.
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