Elizabeth Becker is the visionary and founder of the innovative new startup HiBnb, exciting industry watchers in travel/tourism and tech as well as in the world of cannabis. Before working in Cannabis, Elizabeth enjoyed a rich career writing and directing in film and television. Always a cannabis advocate, Elizabeth’s Master’s thesis at the American Film Institute (1999) addressed the absurdity of the illegality of marijuana at a time when few people were discussing the topic.
After engaging in film production in Los Angeles, Vancouver, and Toronto as a writer and director in kids TV, Elizabeth moved down a different path and directly into the cannabis space. In Cannabis, Elizabeth started in payment processing and moved to work for a series of cannabis entrepreneurs. Over the past three and a half years she has immersed herself within a network of cannabis professionals to emerge as a robust player on the Canadian Cannabis landscape. Elizabeth is a passionate entrepreneur developing a platform that will galvanize a global community.
Please tell us about HiBnb – what is it all about?
HiBnB Hosts offer cannabis friendly hotels and places to stay, cannabis related events, activities, adventures and cannabis friendly accommodations.
I had been working in film and television for twenty years, in front of the camera and behind it. I just wasn’t excited about that work anymore. I was looking for a change, and a good friend told me – follow your passion. I started thinking about how passionate I was about cannabis so started working at different jobs in the emerging legal industry in Canada. Just before legalization, I knew I had to find a way to take advantage of it and seize the opportunity on a global level!
What are the top 3 skills needed to be a successful entrepreneur, and why?
To be able to assess things from an objective point of view, to see the other person’s perspective and what is in it for them all the time. Good business is a collaboration, and unless it is beneficial for the person you are working with, it’s never going to succeed.
Another is to be a good listener, for the same reason.
Strategic planning and business modelling – you have to always know where you are in the program, where you are trying to get and what you have achieved, and constantly assessing, did I make that target, what needs to be modified or revised and what errors or assumptions did I make that were off – so that I can learn every step of the way. Without that structure and strategic plan its easy to get lost. I’m a big person about making targets and meeting them, and always maintaining that focus.
How do you plan to grow this company?
We have lots of plans for the future. We just closed our pre-seed funding round and are opening the next round for seed financing which will enable us to grow throughout North America.
How do you separate yourself from your competitors?
For one, I’m Canadian, which is important because we are federally legal coast to coast, and we are different from our competition because we are offering a combination of accommodations, activities, events and advertising and I don’t see anybody doing that.
What has been the most successful form of marketing for you?
Marketing for HiBnb is challenging because of the legislation restricting cannabis related companies from advertising to the general public. Our marketing process involves a lot of research to examine what channels we should be focusing on, and how much of our resources we should be putting into each channel. From influencers to paid digital ads which are somewhat restricted, to branded content and branded merchandise, social media, email marketing and PR – I sincerely feel that the best approach for us is a mixture of them all, resulting in media coverage which is our target.
Absolutely! I would highly recommend that every entrepreneur read Venture Deals by Brad Feld and Jason Mendelson, if they haven’t already. Every entrepreneur at some point needs to talk to the venture capitalists and this book will give you all the tools and knowledge that you need to engage with them.
If you had the chance to start your career over again what would you do differently?
I am starting my career over again, and I am doing it differently. The first time I decided where I was going to be and didn’t take any jobs that didn’t lead directly to my target. This time I did it differently, I embraced each position wholeheartedly without needing to know where it was going to lead. Instead, I waited to see what opened up organically within it.
What is your favorite quote?
“Dare to be different, life is so full of people who follow the same push and pull.”
It’s a great quote that I learned very young and realized we are stronger when we are our most unique person and not trying to fit in?
What’s your best piece of advice for aspiring and new entrepreneurs?
Don’t give up. If you believe in yourself and you love what you do, there is no stopping you! Doors will open if you continue to knock on them and your vision will come together if you are dedicated to seeing it through.
How can we get in touch with you?
On our website at HiBnb, we are encouraging people to sign up to offer accommodations or cannabis-themed experiences! Or find us on Facebook, Instagram, and all social media as experienceHiBnb!
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