Water + Trees

Cannabis businesses operate in a landscape defined by regulatory complexity, limited banking access and persistent pressure on profitability. Operators often face challenges in balancing compliance requirements with the need to build sustainable, scalable operations.

Water + Trees addresses this by focusing on growth management rather than isolated functions like marketing or branding. Its approach centers on building systems that support long-term profitability and customer retention.

“While increased traffic is always welcomed, running efficient operations that could turn a profit and retain customers was critical,” says Tanya Griffin, founder and CEO.

Structuring Growth in a Regulated Market

A key issue in cannabis is the difficulty of maintaining stable operations while navigating regulatory and financial constraints. Challenges include compliance requirements, limited access to traditional banking and tax burdens such as 280E that restrict standard expense deductions.

Water + Trees addresses these issues by integrating regulatory awareness with operational planning. Its experience spans building vertically integrated franchises and supporting dispensaries from initial setup through expansion.

This approach ensures that growth strategies are grounded in the realities of the industry. By aligning operational systems with compliance requirements, the company enables businesses to maintain continuity while adapting to evolving regulations.

The focus on structured growth allows operators to move beyond short-term performance and build foundations for sustained profitability.

Integrating Systems, Technology and Partnerships

Another challenge for cannabis operators is coordinating multiple functions such as compliance, inventory control, customer acquisition and financial management. Fragmented systems can limit efficiency and increase risk.

Water + Trees addresses this through a cohesive methodology that combines structured processes, technology integration and strategic partnerships. Its model emphasizes standardized operating procedures supported by adaptable technology frameworks.

The company has developed franchise-based solutions that package branding, operational processes and technology into scalable systems. These frameworks reduce uncertainty for new operators and support consistent execution across locations.

Technology plays a central role in this model. Tools such as AI-enabled process optimization and customer acquisition platforms are integrated into daily operations, allowing businesses to manage complexity while maintaining flexibility.

By layering technology onto a stable operational foundation, Water + Trees enables operators to respond to changing market conditions without disrupting core functions.

Enabling Performance through Proven Models

Water + Trees’ approach is demonstrated in its work with dispensaries and franchise models designed to scale in competitive markets. The company has supported the development of neighborhood dispensaries and broader franchise systems that integrate branding, processes and technology.

These models focus on measurable outcomes such as net profitability, sustained operations and the ability to expand. By standardizing procedures and aligning them with market demands, the company supports consistent performance across different stages of growth.

The development of franchise frameworks such as the Wallflower model provides operators with structured systems that reduce guesswork. This is particularly relevant for social equity licensees who must compete with larger, vertically integrated organizations.

The emphasis on repeatable processes and scalable systems enables operators to maintain stability while pursuing growth opportunities.

Looking ahead, the cannabis industry is expected to continue evolving through regulatory changes, potential rescheduling and increased access to institutional financing. These shifts may create new opportunities while also introducing additional complexity.

Water + Trees is positioning itself for this environment by focusing on adaptable solutions that can scale with market changes. Its experience across cannabis, fintech and regulatory technology supports its ability to respond to shifting requirements.

By combining structured advisory, integrated systems and scalable frameworks, Water + Trees enables cannabis operators to navigate regulatory challenges while building sustainable, growth-oriented businesses.