Under the Microscope with Jenny
Podcast Description
Welcome to Under the Microscope Podcast, and I am your host Jenny Germano the founder of ICS Consulting. I have 16 years experience working in Regulated Cannabis operations in the United States. Iโve run and operated vertically integrated licensed Cannabis facilities in Colorado for 6 years and have been consulting for 10 years Nationally. I help new and existing operators navigate the challenges of running a Regulated business in the Cannabis Industry.
This Podcast is for new and existing Cannabis operators and for people who are specifically looking to start-up their new Cannabis business - such as a licensed Dispensary, Cultivation, Manufacturing, or Transport/Delivery facility in their State or in multiple States.
Each weekly episode will have a topic of discussion related to starting up a Regulated Cannabis business, and/or operating an existing licensed cannabis business in the US National Cannabis marketplace. Under the Microscope Podcast will have guests who are experts in their field each month, along with weekly discussions with Jenny Germano on compliance topics, tips, operating in different markets, pitfalls, managing the overwhelm of a new business and navigating the challenges of running a Regulated Cannabis Business.
Podcast Insights
Content Themes
The podcast explores a variety of themes pertinent to cannabis operations such as legal structures, compliance, funding strategies, and market nuances. Notable episodes include discussions on how to properly structure a cannabis business, manage compliance, and understand costs of goods sold. The focus areas include navigating state regulations, real estate considerations, and operational best practices.
I am your host, Jenny Germano – the founder of ICS Consulting. With over 16 years of hands-on experience in the regulated cannabis Industry, I spent 6 years operating vertically integrated licensed facilities in Colorado and the last 10 years consulting nationally across the U.S.
This podcast is dedicated to new and existing cannabis operators and those looking to launch a licensed cannabis business in one state or across multiple. Expect candid conversations on compliance, market-specific insights, startup pitfalls, operational strategies, and tips to manage the overwhelm that comes with launching and scaling in this complex industry.
Join Jenny Germano every Wednesday at 12pm EST in navigating cannabis compliance and launching successful regulated cannabis operations. Whether youโre just entering the industry or scaling up, this is your go-to resource for real talk, real truths, expert insights, and actionable strategies. I’ve got a great line up of interviews, expert breakdowns and host insights.
๐In this episode of Under the Microscope with Jenny, host Jenny Germano sits down with Will Read, Founder and CEO of CannaPlanners, to break down how cannabis operators should approach marketing in todayโs saturated market.
Will shares his journey building CannaPlanners from early hemp and CBD projects into a full-scale agency supporting cannabis brands with websites, SEO and retention marketing. Together, they focus on a key reality that operators are not just selling products, they are selling an experience, and that a brand and digital presence need to be built before launch.
They cover what actually moves the needle, including local SEO, a responsive and mobile friendly website, managing reviews, and using email and SMS for measurable retention. The conversation also highlights common pitfalls, including the real risks operators face when cutting corners, like poor website compliance, copyright issues, fragmented marketing efforts, and over reliance on paid ads in restricted channels.
This episode delivers practical, no fluff insight on building a compliant, effective marketing strategy that drives traffic and keeps customers coming back.
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๐ฟ๐ข๐๐ฟ ๐๐ผ๐๐: Jenny Germano, Founder of ICS Consulting
๐ ๐๐๐ฆ ๐๐ผ๐ป๐๐๐น๐๐ถ๐ป๐ด: https://www.icsconsultingservice.com
๐ฟ๐ข๐๐ฟ ๐๐๐ฒ๐๐: ย Will Read, Founder and CEO of CannaPlanners
๐๐ช๐ฒ๐ฏ๐๐ถ๐๐ฒ: https://cannaplanners.com
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โฐ๐ง๐ถ๐บ๐ฒ๐๐๐ฎ๐บ๐ฝ๐โฐ
ย 01:13 Will Read Intro
05:03 Why Branding Matters
09:20 Market Panic & Survival
13:38 Selling Experience, Not Weed
18:21 Terpenes & Education Shift
21:48 Packaging Meets Compliance
24:31 Website Pitfalls
29:23 ADA Compliance Reality
29:35 SEO Matters Most
36:12 Reviews Drive Rankings
39:25 Retention, Email & Text
41:23 META Shadow Bans Cannabis
46:15 Marketing Spend Mistakes
49:03 New vs Mature Markets
50:58 Final Words & Wrap Up
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๐๐ฒ๐ด๐ฎ๐น ๐๐ถ๐๐ฐ๐น๐ฎ๐ถ๐บ๐ฒ๐ฟ: The content shared on this channel – including all videos, podcasts, interviews, and discussions is provided for educational and informational purposes only. It is not intended as legal, compliance, or business consulting advice, and should not be relied upon as such. Laws and regulations surrounding cannabis and related industries vary by jurisdiction and are subject to change. Always consult with a qualified attorney or licensed professional before making decisions that could have legal or regulatory consequences for your business. Listening to or viewing this content does not create a client relationship between you and ICS Consulting, Under the Microscope with Jenny, Jenny Germano, or any of the podcastโs guests. Any opinions expressed are those of the individual speakers and do not necessarily reflect the views of ICS Consulting or its affiliates.
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Disclaimer
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