Client: Pure Oasis, Boston (original location)
Industry: Cannabis Retail
Location: Massachusetts
Services Provided: FULL SUITE: Licensing, Compliance, Human Resources, Training & Development, Branding & Marketing, Events & Experiences
Background
Pure Oasis is in the history books as Boston’s First of many; the first 21+ Recreational Shop in the city, the first Black Owned Retail in Boston, First Economic Empowerment License in the State to commence operations. Prior to hitting all the milestones, the owners were in need of support; how to navigate permitting, both with the state and local ordinances, where to begin with building the systems and procedures, creating a team and protocol that would build the foundation for success with a plan to scale business.
Objective
Pure Oasis needed comprehensive guidance on the full suite of services and strategy TWG provides, to ensure they could open smoothly, build a solid foundation, and scale quickly. With the grand opening on March 9, 2020, and an unexpected shut down due to the spread of Covid 19 pandemic just 10 days later, the team was faced with crisis management response, evolving industry standards and the urgent need for patience while we faced the unprecedented times, an unplanned shut down, shut out and social distancing and a new feature of curbside pick up.
The TWG Approach
Licensing & Compliance
Navigating the complex regulatory landscape was a top priority for Pure Oasis. The team at TWG took charge of navigating the necessary licenses and ensured compliance with state and local regulations. This involved managing paperwork, writing detailed applications, coordinating with local officials, and preparing the team for inspections. TWG also worked with the Cannabis Control Commission (CCC) to ensure that Pure Oasis met all regulatory requirements before opening its doors.
Results:
- Secured all necessary licenses within 6 months, ahead of schedule.
- Successfully passed all regulatory inspections without issue.
- Provided Pure Oasis with ongoing compliance guidance, reducing the risk of future regulatory issues.
Business Operations Optimization
TWG worked closely with the Pure Oasis ownership team to develop their internal systems, processes, retail operations, inventory, packaging and procurement, security & staffing plan. TWG identified key factors in workflow, communication, and task delegation. Using a project management approach, TWG built the foundation of streamlined operational procedures, ensuring that departments—such as sales, inventory management, customer service, and security—were properly aligned. This helped Pure Oasis reduce operational friction, increase efficiency, and lay the groundwork for growth.
Results:
- Established timeline for license approval, streamlined for grand opening in March 2020
- Provisional to Final License <3 Months
- Built management & staff team
- Established departments; marketing & sales, procurement, packing & inventory, security, front and back of house operations
- Established clear roles and responsibilities, allowing staff to operate more autonomously and focus on customer experience
Human Resources, Training & Development
Supporting oversight in the roles of Director of Operations: TWG developed a staffing plan for 5 departments; security, retail, procurement, packaging and inventory. This included a deep understanding of the needs to roll out the recruitment and hiring process for management. With strong foundational SOPs, TWG deployed a train the trainer model, and then further developed the rest of the roster with recruiting, hiring and training.
Results:
- Efficient Full time equivalency model
- Scheduling to support various departments and operational flow
Branding & Marketing Strategy
With a solid foundation in place, TWG helped Pure Oasis develop a brand that was both distinctive and aligned with their values. We led a series of workshops with the Pure Oasis team to determine the core elements of their brand: visual identity, customer experience, messaging, and overall market positioning. TWG then designed a multi-channel marketing strategy that included a website design, packaging & merchandise, social media campaigns, and local partnerships.
The branding and marketing strategy also incorporated sensory experiences—how the brand would look, feel, and resonate with customers. This helped Pure Oasis create a cohesive and memorable brand presence that attracted loyal customers and made a strong first impression during their grand opening and the following months.
Results:
- Created a brand identity that stood out in a crowded market, with a clear focus on quality and community.
- Increased foot traffic to the store.
- Achieved a 25% increase in customer retention through strategic marketing campaigns.
Events & Experiences:
With ribbon cutting and a grand opening to plan for there were a number of other events including open houses, press and media visits, special guest invited for meetings and tours, final inspections and the Grand opening.
Results
- flexible to protocols and new procedures rolled out by the state and regulations.
