When O.pen VAPE CEO Ralph Morgan decided to invest in the new vapor technology vape pens weren’t the crowded market that they are today. Morgan had already recently invested heavily in Colorado’s new marijuana markets when he opened Evergreen Apothecary in Denver. After vertical integration brought Morgan together with his now business partners, Morgan founded Organa Labs to explore the possible gains that CO2 extracted cannabis oil had to offer.
“Dispensary owner Ralph (Morgan) was the early pioneer in terms of seeing the importance and opportunity in cannabis oil, specifically CO2 extracted cannabis oil. He’s really passionate about the oil as a medicine and the importance of this oil product.” Explains O.pen VAPE CFO, Steve Berg, “When he was joined by LaConte’s dispensary and cultivation group, that side brought a lot of insight, creativity and expertise in terms of branding, marketing and vaporization devices.”
Berg went on to explain, that the partnership ended up being a great bicycle built for two, on the one hand it had the parties that were focused on the importance of production and relevance for consumers and patients. On the other hand O.pen VAPE had access to folks that were really tuned to the importance of marketing and branding.
“One of the great successes that Open Vape had was to really figure out the right product and couple that with the right branding and marketing approach. The two together really define the success of the company,” explained Berg.
O.pen VAPE’s marketing tagline contains another secret to its success, “It’s what’s inside that counts.” Crossing state lines is not an option for any cannabis product, but through licensing agreements O.pen VAPE can be bought and sold in any region that allows for it.
“I think that it is fair to say that we are a national brand since O.pen VAPE products are represented coast to coast, from California to Maine. We’re in around a thousand dispensaries and recreational stores where they are allowed by law,” said Berg.
The licensees are also contracted to uphold O.pen VAPE’s protocol and procedural standards in order to keep quality on a consistent level. Which according to Berg make up about one third of their model for success: branding, marketing and consistency.