Dylan Safra is exploring a personal brand as an entrepreneur focused on sustainability in the cannabis industry. His passion is making a difference by creating environments where success is inevitable. He has experience in cannabis businesses and digital marketing. His goal is to help cannabis startups develop more profitable and socially responsible brands through simplified sustainability processes. He is currently a student pursuing a degree in digital marketing.

1. PERSONAL BRAND EXPLORATION
Dylan Safra
Project & Portfolio I: Week 1
Oct 27, 2020

2. I grew up just 10 minutes from the swamps
of South Florida. When I was a teenager I
used to drive through the Everglades
until it was just me and the stars. On the
other side of the swamp, I enrolled at
FGCU, which sits on a nature preserve,
submerging me in a perspective that fit
like a glove. I am an environmentalist, an
entrepreneur, and a digital marketer. My
passion is for making a difference and
my specialty is creating an environment
where success in inevitable.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Business Owner
• Business Operations Officer
• Chief Executive Officer
Explorer Archetype:
My goal is to break my clients out of the
prison of their day-to-day prison and
bring adventure back into cannabis. I
offer authentic advice from a seasoned
entrepreneur, that leaves my clients
feeling amazed they got by without me.
I’m here to stir the pot (pun intended)
and bring my clients on a journey to
freedom..
Entrepreneur for Cannabis Start Ups

4. • DEMOGRAPHICS: 70% Male,
30-40 years old. Predominantly White
(~80%), educated people located in
the greater LA area.
• PSYCHOGRAPHICS: most eco-
investors are professionals who
enjoy the outdoors, hiking, and
sports. Most of them are also
interested in tech &
entrepreneurship, and they live
business articles and podcasts.
• IDEAL AUDIENCE MEMBERS: JJ List,
Early Stage Eco-Investor (self-
employed), Tyler Richardson, Enviro-
Investor (self-employed), Greg
Stofman Investor (Struck Capital).
Environmental Investors in the Greater Los Angeles Region
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2022)
• Start cannabis eco-responsible program with help of
investor.
‣ Connect with 30 potential investors on linkedin,
follow up with them with an updated version of
website by Dec 2022
Mid Term: (2025)
• Lead a successful marketing campaign aimed at
recycling cannabis waste and reusing packaging,
proving sustainability is profitable.
‣ Decrease budget spent on packaging by 30%
year-over-year by Dec 2025.
Long Term: (2045)
• Bring complete sustainability to the industry by
copying model into sustainability consulting, where
everything is recycled or up cycled.
‣ Successfully decrease total industry waste by
70% by Dec 2045.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Adobe CC Suite 65%
Microsoft Suite 95%
Leadership /Management 75%
Customer Service 80%
SOFTHARD
HTML /Web Design 10%
SM Marketing 30%
Analytics 70%
Critical Thinking 75%
SOFTHARD

7. By creating simplified processes of
operation, I help cannabis and
environmental start ups develop a
more profitable, more socially-
responsible brand.
PROMISE

8. CREDENTIALS
Work Experience:
• 2 years experience running SoCal’s Largest
Delivery Service/ Dispensary.
• 6 months experience in social media
marketing for a cannabis marketing
company, Heaven.
Education:
• Entrepreneurship, A.A., Florida Gulf Coast
University (2014-2016)
• Digital Marketing, B.S., Full Sail University
(Exp. 2022)
Leadership Roles:
• President of the Delta Chi Chapter of Alpha
Epsilon Pi (2016)
• Sustainability Coordinator Alpha Epsilon Pi
(2014)
Picture Relevant
to Your Industry
Goes Here

9. COMPETITION
Diana M
Industry Experience:
• Digital Marketing Manager (Lake County),
Content Strategist (YourSpace Creative),
Founder (MyLeaf)
Education:
• Recent Alumni of Full Sail University’s Digital
Marketing B.S. Program
Leadership Experience:
• No Leadership experience, but is an
entrepreneur with her own projects.
Skills and Proficiencies:
• Social Media - 99+ endorsements
• Marketing - 99+ endorsements
• Blogging - 99+ endorsements
Dylan Safra
Overall Online Presence:
• 500+ connections, banner image customized
for her brand, professional headshot, very
detailed profile showing reliability, no articles,
no other social links, non custom URL
• Grade: Superior 95%
HEADSHOT HEADSHOT
Industry Experience:
• Director of SMM (Heaven), COO
(Firehaus Cannabis Dispensary)
Education:
• Curent Student of Full Sail University’s Digital
Marketing B.S. Program
Leadership Experience:
• President of the Delta Chi chapter of the Alpha
Epsilon Pi fraternity.
• Several supervisory and managerial roles
through career.
Skills and Proficiencies:
• Leadership - 2 endorsements
• Microsoft Office - 1 endorsements
• Customer Service - 1 endorsements
Overall Online Presence:
• 79 connections, banner image not customized,
amateur headshot, few details on profile, no
articles, inactive on other social media, non-
custom URL
• Grade: Poor 15%

10. COMPETITION
Matt Nissenbaum
Noteworthy Experience:
• Joining Lowell Herb Co.
• Mentorship of SM and DM growth
Dylan Safra
HEADSHOT HEADSHOT
Industry Experience:
• eCommerce Director (Lowell
Herb), Growth Marketing Advisor
(Belly Bandit, Proof), VP or
Marketing (Ready, Set, Food!)
Education:
• Political Science B.S. from NYU
Skills and Proficiencies:
• Digital Marketing - 67 endorsements
• Online Marketing - 65 endorsements
• Social Media Marketing - 52 endorsements
Overall Online Presence:
• 500+ connections, no banner image,
professional headshot, very detailed, no
published articles but he appears in a few,
active on other social media, has his URL
customized
• Grade: Superior 85%
Industry Experience:
• Director of SMM (Heaven), COO
(Firehaus Cannabis Dispensary)
Education:
• Curent Student of Full Sail University’s Digital
Marketing B.S. Program
Leadership Experience:
• President of the Delta Chi chapter of the Alpha
Epsilon Pi fraternity.
• Several supervisory and managerial roles
through career.
Skills and Proficiencies:
• Leadership - 2 endorsements
• Microsoft Office - 1 endorsements
• Customer Service - 1 endorsements
Overall Online Presence:
• 79 connections, banner image not customized,
amateur headshot, few details on profile, no
articles, inactive on other social media, non-
custom URL
• Grade: Poor 15%

11. BRAND POSITION
For those caught in the cycle who want to
explore what they’re capable of- I take you
on a journey to simplify the process of
success, creating an environment where
sustainable growth is inevitable.
DYLAN “THE LORAX” SAFRA

12. NETWORKING & MARKETING
Industry Events & Organizations
• Cannabis Cafe with Cannabiziac
‣ 11/02/20 | VIRTUAL
‣ Canna-Pharma 2020
‣ 11/05/20 | VIRTUAL
‣ MJBizCon
‣ 12/02/20 | VIRTUAL
Digital Marketing
• Primary Content: thoroughly researched reports on
the environment and state of the cannabis market
with 15 min. animated YouTube videos made monthly.
• Primary Tools: Research reports will be posted on
forums and news sites with hopes of attracting
passionate viewers. Social Media will also be used to
promote my content through stories and DMs.
• Website: I will use my site to publish these articles as
well as host all other content I create as samples.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking current cannabis business owner with
at least 5 years of experience in the cannabis
industry. Well-intentioned guy with strong
ethics and good business-sense June 2020.
Formal Education
• Full Sail University- B.S. Digital Marketing
(expected 2022)
• Florida Gulf Coast university- A.A.
Entrepreneurship
Technical Skills
• Set up Utome account and start courses:
• SEO, APRIL 2021
• Google Ads, FEB 2021
• HTML/Web Design, DEC 2020
Soft Skills
• Set up Utome account and start courses:
• Public Speaking, APRIL 2021
• Marketing in Cannabis, FEB 2021

14. Dylan Safra
Are you aware of the profitability of
sustainability but don’t know what steps to
take to get there? Well what I do is develop your
brands specific social responsibility plan to assist
you in guiding your consumers on a marketing journey to simplify the
process of sustainability. I have spent years with and as the consumer,
analyzing hundreds of data points. As sustainability coordinator for my
fraternity, I was able to implement a local food forest which helped reuse
food waste at my school by 30%!
“

15. REFERENCES
13-1199.00 - Business Operations Specialists, All Other. (n.d.). Retrieved November 1, 2020, from
www.onetonline.org website: https://www.onetonline.org/link/details/13-1199.00
13-1199.05 - Sustainability Specialists. (n.d.). Retrieved November 1, 2020, from www.onetonline.org
website:
https://www.onetonline.org/link/summary/13-1199.05
Cannabis industry events schedule, marijuana conferences and expos - Cannabis Business
Times. (n.d.). Retrieved
November 1, 2020, from www.cannabisbusinesstimes.com website: https://
www.cannabisbusinesstimes.com/events/
Explorer Brand Archetype - Kaye Putnam | Psychology Brand Strategy. (n.d.). Retrieved from
Kaye Putnam |
Psychology Driven Brand Strategist website: https://www.kayeputnam.com/
brandality-archetype-explorer/
Reiff, N. (n.d.). Top Canadian Cannabis Companies by Revenue. Retrieved from Investopedia
website: https://
www.investopedia.com/top-canadian-cannabis-companies-by-revenue-4587803