Category: May 2019 Issue

Marijuana: The Journey Continues

New industry overcoming stigma as it creates economic, employment opportunities By Douglas Karlson It’s called the “the green rush,” the newly legalized cannabis industry that is taking root in Massachusetts, and many expect the economic harvest to be bountiful. One indicator that this industry is about to take off is the increasing number of “suits” attending cannabis conferences, conventions, and other industry events, says Beth Waterfall, executive director of Elevate Northeast, a networking organization dedicated to providing education for the industry. “The crowds are larger and increasingly reflect the characteristics – good and bad – of more traditional business...

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4 Alternatives to Traditional Advertising to Grow Your Ecommerce Store

By Lauren Shepherd from Privy.com As a marketer, I often take traditional advertising channels like Google, Facebook, or Instagram for granted. If I need more signups for a webinar, more ebook downloads, whatever it is, I can count on an advertising boost to help bring in new contacts. But many online businesses don’t have that luxury. Whether it’s because of certain limitations that prevent brands in your industry from advertising (think smoking accessories, etc.), budget limitations, or you’re simply looking for a new customer acquisition channel, here are 4 effective alternatives (bonus: some of which are completely free) to...

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Coastal Engineering keeps pace with constantly changing environment

Today’s world demands more resilient and sustainable solutions By Carol K. Dumas Cape Cod is constantly in flux. Since glaciers created the sandy peninsula more than 10,000 years ago, winds and waves have been shaping, reshaping, and essentially redefining its landscape, often in devastating ways. Storm waves break through barrier beaches and erode shoreline, impacting coastal properties and traditional livelihoods such as boating and fishing. Human influence has also altered the region, affecting entire ecosystems. It’s a precarious balance between man and nature here, but finding that balance is a challenge embraced by Coastal Engineering. Since its founding more...

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Paddling with a Plan

By Douglas Karlson Mike Morrison didn’t set out to own what is likely the most successful kayak and stand-up paddleboard (SUP) company on Cape Cod. The Sandwich native, who went through the local school system where his parents were teachers and who majored in criminal justice at St. Anselm’s College, began his career as a security analyst at Fidelity Investments in Boston. That lasted about three years. “I realized I wasn’t a city person,” says Morrison, who had what he describes as a “quarter-life crisis” at age 25. He left Fidelity and, after a three-month backpacking trip in Europe,...

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Know Thy Customer: Building Proto-Personas

By Ja Nae Duane Close your eyes. Now, picture who you think will buy your product or service. Does this person work for a big, established company or operate as a solopreneur? Do you see a spouse and kids or someone who travels a lot in their free time? What about age? Old or young? Gender? Male or female? These are just a few of the questions you’ll weigh when you build proto-personas for your business. A proto-persona is an ad-hoc approach to creating a persona. A true persona is based on formal research, and they take a lot of...

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