Thread by @landforce

Most prerolls suck, so we figured out how to make them better.

Then made millions of them.

Here's how:

(THREAD)

Prerolls are a simple product, but the core component has one huge variable:

It's weed. Ground up weed.

Cannabis (more-so then a lot of agricultural products) is super inconsistent, and so are the grinders smokers have been using for years to grind up and roll their joint.

Your head probably immediately goes to tobacco and cigarettes.

Nice try. Tobacco and processing machines are for leaves - not sticky, resinous, dense flowers.

The weed in most joints you buy in a store today are ground up by a glorified blender. Beating and whipping and slicing the weed into inconsistent scraps. The most commonly used piece of gear is the Futurola "Shredder".

Issa shredder.

And its output is wildly inconsistent.

(I've been a Futurola customer for years and love some of their other products. Hi Toby!)

Anyway, how can you make a consistent consumer packaged good with inconsistent input material?

You can't.

Blenders aren't the answer. Need to think about this differently.

We imported an industrial hop milling machine from Germany. It was not cheap, but it gave us control over speed, size of the sieve, and more.

We dumped in bud and it gave us consistently sized particles.

That's a start, but what size?

With consistency established, it was time for some good old fashioned A/B testing.

We generated 4 different particle sizes. We combined that with 3 different density settings on the preroll filling itself, for a total of 12 different joint variations.

Then we got to smoking.

We labeled our 12 variations A, B, C, D, etc and created test packs of 4 joints. We got these in the hands of hundreds of budtenders, friends, and family with a link to a feedback form.

Each combo was scored on things like:
- Easy to light
- Even burn/running
- Taste and smoke

The test results came back clear as day.

From the initial 12, there were 3 good combinations, but recipe one in particular stood out. We had a winner.

We proceeded to make millions up and down the west coast with that winning combination.

But there's a catch.

Our initial A/B test was with sungrown.

When we set out to launch an indoor line, the first test joints sucked.

Indoor material is MUCH more resinous, delicate, and finicky to work with. The joints clogged and wouldn't burn down.

So we did it again.

They don't call me CTO, Chief Testing Officer, for no reason.

(This is an obvious and overdone joke sry sry)

We ran the exact same A/B test for sticky indoor material and once again, it came out clear as day.

It's a very different recipe for indoor Korova and Cabana prerolls.

My name is Colin Landforce, I'm an entrepreneur and CTO of a publicly traded cannabis company. I tweet about building brands and businesses and drop tactical breakdown threads like this one on the reg.

Hit me w/ a follow @landforce and check my pinned tweet for more about me.

We're traded on OTCQX under the ticker $UNRV

More about us here: unrivaledbrands.com

and you can follow us on Twitter:
@unrivaledbrands for the fun stuff
@unrivaledcorp for the official releases

TLDR -

- Consistency is everything
- Isolate variables
- A/B test combinations
- Test test test
- Test again

If you enjoyed this thread - hit me w/ a RT up top.

This isn't a preroll thread it's an A/B testing thread ;)