(Screenshot via YouTube)
The idea for New Frontier Financials, a data analytics firm for weed markets, came to CEO Giadha Aguirre De Carcer when she was asked for her thoughts on the prospects of the industry.
“I couldn’t find one legitimate industry report,” she said.”I saw a huge [information] gap in an industry that was completely growing.”
So De Carcer, who describes herself as a serial entrepreneur, decided to launch an analytics company that could begin piercing through the marijuana market’s data haze.
The company is targeting most industry actors, from investors to legislators, gathering information on a broad range of measures, including pricing, energy consumption and the socio-economic background of consumers.
Earlier this month, New Frontier Financials launched a new data platform called Equio: “From the horse’s mouth,” De Carcer explained.
It pulls its data from cultivators, national organizations that are tracking the industry, government agencies and states. “We do not deal with the black market,” said De Carcer.
But obtaining the original information is a challenge in an industry that is still in its infancy. The problem, said De Carcer, is that “there is no true standardized reporting requirement across the industry.”
“The data is highly fragmented,” she said. “This is just the tip of the iceberg.”
Though the company clearly benefits from recent legislative strides benefiting the weed industry, it does not have an agenda, De Carcer argues. “We are 100 percent agnostic,” she said. “We are not pro-marijuana, we are not anti-marijuana.”
New Frontier Financials was a passion project in more ways than one: Last May, De Carcer took to Kickstarter to fund a docu-series on building a romantic life and a new startup simultaneously.
“I gave myself 90 days to launch a business,” she said, and “90 days to fall in love.”
She has delivered on the professional end: New Frontier Financials was founded last August and, unsurprisingly, “We launched our first report on 4/20,” said De Carcer. The downtown-based company, which has about 15 employees, has raised a total $1 million so far.
As for the love challenge: “I’m not at liberty to mention the ending of that part,” said De Carcer.
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