Balancing Research and Regulation: Shaping the Future of Cannabis Medicine with Albert Gutierrez

Balancing Research and Regulation: Shaping the Future of Cannabis Medicine with Albert Gutierrez

“We’re trying to create an alternative to opiates to help give relief to patients when they’re in pain.” – Albert Gutierrez   The finer details of this episode: * Importance of cannabis research and its role in the industry. * Challenges and successes in cannabis product development and research. * Need for standardized products and certifications in the cannabis industry. * Discussion on the complexities of cannabis consumption methods and their effects. * Importance of consumer education regarding product safety and quality. * Challenges faced by the cannabis industry, including regulation and market saturation. * Future potential of cannabis research and its impact on medical applications.   Episode resources: * Book a free consultation with Guillermo: https://anderscpa.com/virtual-cfo-cannabis/ [https://anderscpa.com/virtual-cfo-cannabis/] * If you’d like to be a guest on the show: cannabizsuccessshow@anderscpa.com [cannabizsuccessshow@anderscpa.com] * Love our content? Sign up for our newsletter: https://www.summitcpa.net/summit-cannabis-newsletter [https://www.summitcpa.net/summit-cannabis-newsletter] * Connect with Albert here: https://www.linkedin.com/in/gutierrezalbert/ [https://www.linkedin.com/in/gutierrezalbert/]; https://www.budmary.com/ [https://www.budmary.com/]     Timestamps:  Introduction to the Cannabis Success Show (00:00:00) Overview of the podcast's mission to help cannabis company owners scale their businesses.   Welcome Back and Guest Introduction (00:00:25) Guillermo Rodriguez introduces Albert Gutierrez and highlights the focus on cannabis research.   Discussion on Cannabis Research (00:01:22) Brett Adams praises the innovative research work at MedPharm, emphasizing its medicinal potential.   Research License and Alzheimer's Focus (00:02:16) Guillermo mentions MedPharm' research license and their exciting work on Alzheimer's research.   Guest Background and Journey (00:04:10) Albert Gutierrez shares his journey from tech to cannabis, founding MedPharm.   Founding MedPharm and Research Goals (00:05:21) Albert discusses the vision behind MedPharm, focusing on research and understanding cannabinoids.   Challenges in the Cannabis Industry (00:07:21) Albert reflects on the difficulties faced while starting a cannabis company.   Research Framework Development (00:09:26) Albert describes drafting a bill in Colorado to create a research framework for cannabis.   Achievements in Research Licensing (00:10:22) MedPharm secures the first research license in Colorado, enhancing their research capabilities.   Focus on Neuropharmacology (00:10:22) Albert elaborates on their research into cannabis's effects on Alzheimer's and other brain conditions.   Consumer Education and Research Impact (00:12:36) Albert discusses the positive consumer feedback and the impact of research on education.   Research on Cannabinoids and Caregivers (00:13:41) Albert shares insights on the benefits of cannabis for Alzheimer's patients and their caregivers.   Importance of Delivery Methods (00:17:25) Albert explains the significance of different cannabis consumption methods for medicinal purposes.   Timestamps and Topics from the Cannabis Success Show   Creating Alternatives to Opiates (00:20:22) Discussion on developing cannabis products as alternatives to opiates for pain relief.   Legitimacy of the Cannabis Industry (00:21:12) Reflections on the industry's growth and the need for respect and legitimacy.   Challenges at the Flower Expo (00:22:26) Insights on the venue choice for the expo and discussions on industry legitimacy.   Cannabis as a Tax Piggy Bank (00:22:48) The cannabis industry’s heavy tax burden and its contributions to state and federal revenue.   Fragmentation in the Cannabis Industry (00:24:10) Concerns over the fragmentation of the industry and the importance of collaboration among businesses.   Research and Development in Cannabis (00:25:00) Discussion on the importance of research and the challenges faced in the cannabis space.   Cost of DEA Research Compliance (00:26:08) Details on the expenses associated with obtaining DEA approval for research facilities.   Investment in Team and Culture (00:27:59) Emphasis on creating a positive work culture and the potential for team recognition.   Impact of Rescheduling on Research (00:30:10) Exploration of how rescheduling cannabis could affect research and legitimacy.   Political Implications of Rescheduling (00:33:16) Discussion on the political motivations behind cannabis rescheduling and its real-world effects.   Navigating Non-Regulated Markets (00:37:33) Advice for consumers in markets without regulations on how to safely access cannabis products.   Understanding Cannabinoid Content (00:40:24) Albert discusses the importance of cannabinoid content for consumers seeking specific effects like sleep or pain relief.   Risks in Non-Regulated Markets (00:41:44) Guillermo highlights the risks of purchasing cannabis in non-regulated markets and the lack of consumer education.   Evolving Consumer Education (00:42:11) Albert emphasizes the growing trend of companies providing better consumer education and experiences in cannabis retail.   Challenges in the Michigan Market (00:43:59) Albert shares insights on the rapid decline of cannabis companies in Michigan due to corruption and oversupply.   Impact of Licensing on Competition (00:45:19) Brett discusses the oversaturation of licenses in Michigan, leading to fierce price competition among cannabis businesses.   Consumer Education Needs (00:46:05) Brett expresses the need for better consumer education to ensure safe and responsible cannabis consumption.   Future of Specialized Dosage Forms (00:49:27) Albert predicts a shift towards specialized dosage forms in cannabis, targeting specific health needs and conditions.   Research and Development in Cannabis (00:51:16) Albert discusses the importance of accelerated research to create effective cannabis products for various diseases.   Connecting with Consumers (00:52:17) Guillermo emphasizes the need for sharing personal stories to promote understanding and acceptance of cannabis use.   Finding MedPharm and Their Brands (00:53:08) Albert shares where to find MedPharm' products and discusses their various brands and social equity initiatives.

Essential Marketing and SEO Strategies for Cannabis Dispensaries with Samuel Fisher

“There’s about 10-15 different things that you can do right now to optimize your online presence and make sure that your number one on Google.” – Samuel Fisher   The finer details of this episode: * Importance of scaling businesses and enhancing profitability in the cannabis sector. * Focus on digital marketing strategies, particularly SEO, for cannabis dispensaries. * Transitioning away from reliance on third-party platforms like Weedmaps and Leafly. * Building a sustainable digital presence through optimized websites and social media. * Understanding SEO and its significance in improving online visibility. * Strategies for effective content marketing and local SEO. * Challenges faced by cannabis businesses in the marketing landscape. * Importance of monitoring marketing effectiveness and adjusting strategies. * Future opportunities in cannabis marketing as regulations evolve.   Episode resources: * Book a free consultation with Guillermo: https://anderscpa.com/virtual-cfo-cannabis/ [https://anderscpa.com/virtual-cfo-cannabis/] * If you’d like to be a guest on the show: cannabizsuccessshow@anderscpa.com [cannabizsuccessshow@anderscpa.com] * Love our content? Sign up for our newsletter: https://www.summitcpa.net/summit-cannabis-newsletter [https://www.summitcpa.net/summit-cannabis-newsletter] * Check out Green Dispensary Marketing here: Home - Green Dispensary Marketing [https://greendispensarymarketing.com/]   Timestamps:  Introduction to the Cannabis Success Show (00:00:00) Overview of the show’s purpose: to help cannabis companies scale and improve profits.   Guest Introduction: Sam Fisher (00:00:25) Guillermo introduces Sam Fisher, highlighting his expertise in marketing and SEO for cannabis dispensaries.   Sam Fisher's Background (00:02:47) Sam shares his early experiences and journey into the cannabis industry.   Amendment 64 Overview (00:04:06) Discussion about Amendment 64, which legalized recreational marijuana in Colorado.   Sam's Early Career in Marketing (00:04:44) Sam reflects on his background in digital marketing and his transition into the cannabis sector.   Founding Green Dispensary Marketing (00:06:35) Sam explains the motivation behind starting his own marketing agency in the cannabis industry.   Defining SEO and Backlinks (00:08:13) Sam provides a basic overview of SEO and the importance of backlinks for online visibility.   Strategies for Cannabis Dispensaries (00:10:02) Discussion on effective strategies for dispensaries to improve their digital presence through backlinks.   Understanding Weedmaps and Leafly (00:12:21) Sam describes how platforms like Weedmaps and Leafly operate and their impact on dispensaries.   Combining Digital Assets and Platforms (00:13:39) Exploration of the balance between using third-party platforms and building owned digital assets.   The Risks of Over-Reliance on Platforms (00:15:49) Discussion on the dangers of depending solely on platforms like Weedmaps for business visibility.   Impact of Pricing Pressure (00:16:53) Sam discusses how reliance on price comparison platforms affects retail strategies in the cannabis market.   Tracking Leads and ROI (00:18:03) Guillermo inquires about methods to track customer leads and the return on investment for marketing efforts.   Comparing Traffic and Revenue Reports (00:19:00) Sam suggests comparing traffic data with revenue reports to gauge marketing effectiveness.   Tools for Tracking KPIs (00:21:01) Discussion on effective tools and systems for tracking key performance indicators in retail.   Podcast Episode Timestamps   Understanding Click Tracking (00:21:04) Sam explains the variability in tracking clicks and sales across different platforms.   Marketing Budgets and Trends (00:21:51) Guillermo discusses the anticipated increase in marketing budgets for cannabis companies.   Challenges in Marketing Trust (00:24:20) Sam addresses the skepticism among cannabis businesses regarding marketing investments.   Deceptive Advertising Practices (00:26:18) Sam warns about the moral issues of deceiving Google’s advertising rules in cannabis marketing.   Importance of Compliance (00:27:10) Guillermo emphasizes the need for understanding marketing regulations to avoid penalties.   Future of Cannabis Marketing (00:29:58) Sam shares insights on potential changes in cannabis marketing with future legalization.   SEO Cleanup Strategies (00:31:47) Sam offers advice on steps retailers can take to improve their SEO.   Initial Consultation Process (00:32:35) Sam describes what potential clients can expect during their first consultation.   Client Engagement Expectations (00:34:24) Sam outlines the level of involvement required from clients when starting a partnership.   Finding Sam Fisher (00:35:27) Sam shares various ways to connect with him, including his website and podcast.   Excitement for Industry Changes (00:36:19) Sam expresses enthusiasm for the growing acceptance of cannabis as medicine.   Long-term Benefits of SEO (00:39:24) Guillermo highlights the importance of SEO in building sustainable cannabis businesses.

Impacts of Tissue Culture on Cannabis Quality and Supply Chain Efficiency with Kevin Brooks

“The supply chain was broken. On one hand, you had a plant that was relatively immature and never studied for large-scale commercial agronomic traits. On the other hand, you had technology that existed outside of cannabis but needed to pivot into the space.” – Kevin Brooks    The finer details of this episode: * Focus on cannabis cultivation and the role of tissue culture services. * Importance of clean and consistent plant genetics in cannabis production. * Challenges within the cannabis supply chain and cultivation practices. * Explanation of tissue culture as a method for plant propagation. * Benefits of outsourcing cultivation to specialized nurseries. * Financial implications and performance metrics of tissue culture plants. * Future trends in cannabis cultivation, including specialization over vertical integration. * Impact of potential federal rescheduling of cannabis on the industry. * Importance of education and building relationships with growers in the cannabis market.   Episode resources: * Book a free consultation with Guillermo: https://anderscpa.com/virtual-cfo-cannabis/ [https://anderscpa.com/virtual-cfo-cannabis/] * If you’d like to be a guest on the show: cannabizsuccessshow@anderscpa.com [cannabizsuccessshow@anderscpa.com] * Love our content? Sign up for our newsletter: https://www.summitcpa.net/summit-cannabis-newsletter [https://www.summitcpa.net/summit-cannabis-newsletter] * Connect with Kevin here: https://www.linkedin.com/in/kevinbrookssv/ [https://url.us.m.mimecastprotect.com/s/1t0RCXDAOqU4lkm7UVdxnD?domain=linkedin.com] * Check out Conception Nurseries here: conceptionnurseries.com [https://url.us.m.mimecastprotect.com/s/iKZOCW6zNpf61N0wi6r7GQ?domain=conceptionnurseries.com]   Timestamps:  Introduction to the Show (00:00:00) Overview of the Cannabis Success Show's focus on scaling cannabis businesses.   Discussion on Tissue Culture Services (00:00:25) Introduction of Kevin Brooks and the significance of tissue culture in cannabis cultivation.   Brett's Insights on Cultivation (00:01:27) Brett shares thoughts on innovative cultivation practices and the significance of plant genetics.   Eliminating Risks in Cannabis Cultivation (00:02:29) Discussion on how tissue culture can mitigate risks related to pests and product quality.   Introduction of Co-Host and Guest (00:03:15) Brett Adams joins the show, and Kevin Brooks is introduced as the guest.   Kevin's Background in Cannabis (00:04:24) Kevin shares his journey from tech to cannabis and the evolution of his career.   Challenges in the Cannabis Supply Chain (00:06:20) Kevin discusses the broken supply chain and the need for technological advancements in cannabis.   Universal Issues in Cannabis Cultivation (00:08:04) Kevin highlights that challenges in cannabis cultivation are not state-specific but global.   Understanding Mother Rooms (00:09:58) Explanation of mother rooms and their role in cannabis cultivation.   Outsourcing Nursery Functions (00:12:11) Kevin discusses how outsourcing nursery functions can reduce risks and costs for growers.   Pesticide Issues in California (00:13:25) Brett raises concerns about pesticide contamination in cannabis products.   Focus on Clean Plant Genetics (00:14:44) Kevin explains how they ensure the cleanliness and quality of their plants.   Agronomic Trait Testing (00:15:27) Discussion on testing for plant performance traits like pest resistance and drought tolerance.   Metrics for Financial Assessment (00:17:40) Kevin outlines key metrics for evaluating the financial benefits of tissue culture plants.   Upcoming Whitepaper on Plant Performance (00:19:10) Announcement of a whitepaper comparing traditional propagation and tissue culture methods.   Future of Cannabis Industry Specialization (00:20:33) Kevin discusses the shift from vertical integration to specialization in the cannabis supply chain.   Future of the Industry (00:21:42) Discussion on the industry's reliance on specialized supply chain segments for survival.   State Regulations and Rescheduling (00:21:54) Exploration of state requirements for tissue culture and potential future changes in regulations.   Rescheduling Impact on Capital (00:22:50) Insights on how rescheduling cannabis could affect industry capital and investment over time.   Vertical Integration Challenges (00:24:44) Discussion on the complexities of vertical integration in the cannabis supply chain.   Customer Onboarding Process (00:25:38) Overview of the gradual onboarding process for growers using tissue culture services.   Future Growth and Expansion (00:27:03) Excitement about the growth of Conception Nurseries and the cannabis industry overall.   Educational Resources for Tissue Culture (00:28:01) Information on available training and resources for learning about tissue culture in cannabis.   Upcoming Events and Networking (00:29:12) Details on events and opportunities for networking within the cannabis industry.   Final Thoughts and Closing Remarks (00:30:02) Kevin Brooks shares final reflections and encourages listeners to reach out for more information.

From Budtender to CEO: Secrets of Cannabis Manufacturing Success with Jake Berry

“Developing a quality product that’s always available on the shelf and having good brand reps who are happy when they go in, that’s what has made us successful.” – Jake Berry   The finer details of this episode: * Jake Berry's journey from budtender to CEO of Cloud Labs * Business model and growth strategies in cannabis manufacturing * Importance of understanding market dynamics and consumer behavior * Challenges of market saturation and pricing pressures in different states * Insights on product categories and innovation in cannabis products * Regulatory challenges and the role of industry associations * Strategies for market expansion and site selection * Future market opportunities and predictions for cannabis markets * The impact of potential legalization and interstate commerce on the industry   Episode resources: * Book a free consultation with Guillermo: https://anderscpa.com/virtual-cfo-cannabis/ [https://anderscpa.com/virtual-cfo-cannabis/] * If you’d like to be a guest on the show: cannabizsuccessshow@anderscpa.com [cannabizsuccessshow@anderscpa.com] * Love our content? Sign up for our newsletter: https://www.summitcpa.net/summit-cannabis-newsletter [https://www.summitcpa.net/summit-cannabis-newsletter] * Connect with Jake here: https://www.linkedin.com/in/jake-berry-loudlabs/ [https://www.linkedin.com/in/jake-berry-loudlabs/] * Check out Cloud Labs here: loudlabs.co [http://loudlabs.co]   Timestamps: Introduction to the Episode (00:00:00) Guillermo Rodriguez introduces the Cannabis Success Show and its focus on scaling cannabis businesses.   Guest Introduction (00:00:26) Guillermo introduces Jake Berry, CEO of Cloud Labs, discussing his transition from retail to manufacturing.   Brett's Thoughts on the Interview (00:01:01) Brett Adams shares insights about Jake's market vision and his successful business approach.   Upcoming Insights (00:01:29) Guillermo hints at actionable tips and market demands that will be discussed later in the episode.   Jake's Background (00:02:07) Jake Berry recounts his journey from budtender to cannabis manufacturer, starting in Colorado in 2013.   Initial Business Plans (00:03:08) Jake discusses his initial plan to open a dispensary and the evolution of his business model.   Challenges in Obtaining Licenses (00:04:05) Jake explains the difficulties he faced in acquiring cannabis licenses in a limited market.   Realization of Business Potential (00:06:02) Jake reflects on his bud-tending experience, realizing the potential for running a successful cannabis business.   Data and Retail Operations (00:08:22) Discussion on the importance of data analytics in managing cannabis retail operations effectively.   Financing Decisions (00:09:06) Jake shares his decision to avoid debt and the implications it had on his business growth.   Business Model Overview (00:12:14) Guillermo asks Jake to explain his manufacturing-focused business model in the cannabis industry.   Connecting with Retailers (00:15:45) Jake discusses strategies for building strong relationships with retailers to promote his products.   Market Dynamics in New Jersey and Michigan (00:17:37) Jake highlights the pricing strategies and market conditions in New Jersey compared to Michigan.   Product Categories and Pricing Strategy (00:20:22) Jake outlines the different product categories his company operates in and their market share dynamics.   The Gummy Market Dynamics (00:21:24) Discussion on gummy pricing and market competition, particularly in Michigan.   Price Compression in Cannabis (00:23:12) Insights on how price compression affects various cannabis product categories.   Market Trends and Consumer Behavior (00:24:25) Exploration of consumer purchasing trends and potential market stabilization.   Future Price Predictions (00:25:20) Jake discusses anticipated price drops in emerging markets like Missouri.   Impact of National Legalization (00:26:14) Effects of national legalization on consumer behavior and market dynamics.   Industry Regulations and Trade Organizations (00:28:23) The role of trade organizations in lobbying for beneficial regulations.   Networking in the Cannabis Industry (00:30:08) Importance of networking and community in the cannabis business.   Market Expansion Strategy (00:31:04) Jake shares his approach to entering new cannabis markets.   Market Research and Analysis (00:34:01) Jake discusses how he selects new markets based on demographics and regulations.   Challenges of Starting New Markets (00:36:53) The lengthy and challenging process of launching cannabis operations in new states.   Future Market Interests (00:37:40) Jake expresses interest in Ohio as a promising market for cannabis.   Risks of Real Estate in Cannabis (00:38:45) Challenges of real estate investment in the cannabis industry.   Emerging Markets and Opportunities (00:40:16) Potential of Minnesota and Ohio markets for future growth.   Market Entry Challenges (00:41:07) Discussion on the timeline and costs associated with obtaining cannabis licenses and starting a business.   Data Sources for Market Research (00:41:59) Jake Berry shares insights on effective data sources for understanding market performance.   Limitations of Market Data (00:42:44) Critique of existing data sources and the importance of accurate, real-time market data.   Impact of Online Menus (00:43:51) The shift to online menus post-COVID and its effect on data collection in the cannabis industry.   State Data Accessibility (00:45:04) Exploration of state-provided data and its usefulness for cannabis businesses.   Legalization and Market Dynamics (00:45:18) Jake discusses the implications of legalization and rescheduling on his business strategies.   Interstate Commerce Concerns (00:46:39) Concerns about interstate commerce and its potential impact on local businesses and jobs.   Competition with Large Producers (00:48:42) The challenges small businesses face when competing against large-scale cannabis producers.   Future of Cannabis Manufacturing (00:49:32) Speculation on the future of cannabis manufacturing amid changing regulations and market dynamics.   Final Thoughts on Industry Changes (00:51:01) Reflection on the potential consequences of legalization for small cannabis businesses.   Conclusion and Contact Information (00:52:05) Jake Berry shares where to find him and his company, promoting their upcoming website.

A Journey Through Cannabis Regulations and Market Dynamics with Brian Dowling and Joe Bellantoni

* Overview of the New Jersey cannabis market and its emerging opportunities. * Insights into the Oregon cannabis market, including pricing and market saturation issues. * Discussion on the licensing process in New Jersey, including the transition from medical to recreational cannabis. * Market dynamics, including the number of dispensaries versus producers in New Jersey. * Importance of consumer education and training for budtenders in a new market. * Strategies for product development and quality control in cannabis cultivation. * Regulatory challenges and local ordinances affecting retail operations. * Future outlook on federal cannabis rescheduling and its potential impact on the industry.   Episode resources: * Book a free consultation with Guillermo: https://anderscpa.com/virtual-cfo-cannabis/ [https://anderscpa.com/virtual-cfo-cannabis/] * If you’d like to be a guest on the show: cannabizsuccessshow@anderscpa.com [cannabizsuccessshow@anderscpa.com] * Love our content? Sign up for our newsletter: https://www.summitcpa.net/summit-cannabis-newsletter [https://www.summitcpa.net/summit-cannabis-newsletter] * Connect with Brian here: https://www.linkedin.com/in/brian-dowling-755542192/ [https://www.linkedin.com/in/brian-dowling-755542192/] * Connect with Joe here: https://www.linkedin.com/in/joe-bellantoni-59a463b8/ [https://www.linkedin.com/in/joe-bellantoni-59a463b8/] * Check out Sussex Cultivation here: https://sussexcultivation.com/ [https://sussexcultivation.com/]   Timestamps: Introduction to the Episode (00:00:00) Overview of the Cannabis Success Show and its focus on helping cannabis businesses thrive.   New Jersey Market Focus (00:00:25) Discussion on the New Jersey cannabis market and introduction of guests Brian Dowling and Joe Bellantoni.   Guest Introductions (00:02:32) Brian and Joe share their backgrounds and experiences in the cannabis industry.   Joe's Journey to Cannabis (00:03:03) Joe discusses his transition from accounting and finance to the cannabis industry in Oregon.   Challenges in Oregon (00:05:29) Joe explains the difficulties faced in the Oregon cannabis market, particularly pricing issues.   Connecting with Brian (00:07:16) Joe recounts how he met Brian and their collaboration in New Jersey.   Licensing Process Overview (00:08:14) Discussion on the licensing process for cannabis in New Jersey and initial challenges faced.   Cultivation and Manufacturing Licenses (00:09:55) Details on applying for cultivation and manufacturing licenses simultaneously in New Jersey.   Retail Market Dynamics (00:10:55) Brian and Joe discuss the retail landscape and competition in New Jersey's cannabis market.   Brian’s Background (00:12:19) Brian shares his story as a college athlete and his family's healthcare business experience.   Enhancing Customer Experience (00:14:02) Brian talks about their commitment to quality and enhancing the customer experience in cannabis.   Importance of Education (00:16:20) Discussion on educating consumers about extraction methods and product quality.   Impact of Rescheduling (00:19:51) Exploration of how potential rescheduling by the DEA could affect the cannabis industry.   Tax Burdens and Market Entry (00:22:02) Discussion on the advantages of entering the market without the burden of high taxes.   Strain Competition in New Jersey (00:23:13) Brian discusses the limited strains available and competition among manufacturers in New Jersey.   Product Development and Quality Control (00:24:19) Discussion on the range of products and quality control measures in cannabis production.   Market Consolidation Trends (00:25:14) Exploration of consolidation in the cannabis industry, especially in new markets like New Jersey.   Acquisition Interests (00:25:49) Insight into acquisition approaches and strategic growth plans for Sussex Cultivation.   Retail Strategy and Local Regulations (00:28:06) Plans for retail operations and the challenges posed by local ordinances in New Jersey.   Local Market Dynamics (00:30:08) Challenges faced by cannabis businesses at the local level, including ordinances and municipal regulations.   Taxation and Revenue Generation (00:32:55) Overview of taxes affecting the cannabis market in New Jersey and their implications for businesses.   Application Fees and Licensing Challenges (00:34:22) Discussion on the high costs of application fees and the difficulties in obtaining licenses.   Importance of Customer Relationships (00:37:58) Emphasis on transparency and communication as key factors in maintaining customer relationships.   Future Excitement and Growth (00:40:25) Anticipation for the cultivation facility's launch and the integration of cultivation and manufacturing processes.   Closing Thoughts and Contact Information (00:43:06) Final remarks on the cannabis market and where listeners can find more information about Sussex Cultivation.