Sara Gullickson, Founder of Cannabis Business Advisors – Interview Series

Despite the American cannabis industry expanding rapidly, the process of just applying for a cannabis cultivation or retail license can be incredibly arduous. Especially if a prospective applicant lacks an extensive business background, this process could quickly become confusing. Luckily, there are organizations assisting those applicants throughout the process. One such professional guiding applicants through the licensing process across multiple states is Sara Gullickson, Founder of Cannabis Business Advisors.

In retrospect, as a business owner yourself, what were the most important courses you took while obtaining your Master’s in Business Administration from the Keller Graduate School?

I’ve always believed that formal education plays an important role in building discipline and teaching you how to navigate structured systems. College coursework provided a framework for meeting deadlines, managing time effectively, and understanding how to work within established parameters. Those foundational skills were essential early on because they helped me learn how to set goals, meet expectations, and operate within a professional environment.

That said, no amount of classroom learning can replicate the real-world experience of building something from the ground up. Entrepreneurship is about risk-taking, problem-solving, and adaptability, things you can only truly master through action. The lessons I value most didn’t come from a textbook; they came from putting myself out there, making mistakes, learning quickly, and continuing to move forward.

While you served as Marketing Project Manager at VIRGO Marketing and also as the Founder of Spa Fit Finder, what types of events and promotions did you usually organize, and which types of events were the most successful overall?

Before the rise of digital platforms, success in marketing often depended on how well you could connect with people face-to-face. At Virgo Marketing, one of the most effective strategies I led was high school campaigns designed to engage students around key cultural moments like prom. These efforts were hands-on and deeply personal, showing up where people were, making a real impression, and driving excitement through community engagement rather than algorithms.

When I launched Spa FitFinder, beauty and wellness events became the heartbeat of our promotional strategy. By creating experiences people could touch, feel, and share in person, we built authentic brand loyalty and word-of-mouth buzz. Those early years taught me that memorable brand moments don’t just happen online, they’re often forged through real human connection.

What encouraged you to found DispensaryPermits.com? How did the cannabis license application process change from state to state, and which states were the most stringent with their application process?

I joined my former business partner at the very beginning of what would become DispensaryPermits.com, then ultimately purchased, scaled, and sold the company in 2018. At the time, there were very few consulting groups operating nationally in cannabis, which gave us the unique opportunity to help shape how businesses approached licensing. We quickly became a trusted partner for entrepreneurs navigating new and unfamiliar regulatory landscapes.

What made the work so dynamic was how vastly different each state’s framework was, and still is. Some states are extremely structured, while others take a more open approach. The real challenge has never been about which states are “harder” but understanding how to tailor applications and business strategies to align with local rules, values, and community expectations. That nuanced understanding became our competitive advantage.

As the former Phoenix Co-Chair of Women Grow, how did your experience in event planning prove useful, and how did the organization’s events and services strengthen Arizona cannabis professionals and the industry alike?​​

When Arizona’s cannabis industry was still in its infancy, Women Grow served as a vital hub for connection. The organization created space for women, and allies, to come together in a time when cannabis felt unfamiliar and intimidating to many. Those monthly grassroots gatherings gave people a chance to share ideas, find mentors, and feel part of a broader movement.

Looking back, those events played a crucial role in shaping the collaborative spirit that still defines Arizona’s cannabis community today. Women Grow wasn’t just about networking; it was about building trust and visibility for women in an emerging industry. It gave many of us the confidence and support we needed to lead in spaces where women hadn’t always been visible.

Because North Dakota is still a medical-only state, how heavily regulated is the Strive Life store in Grand Forks? Do you envision the state ever recreationally legalizing cannabis?

North Dakota has a highly structured and regulated medical cannabis program, which is typical of many medical-only markets. While some people interpret that as being “strict,” I see it as a reflection of the state’s cautious approach to implementation. Medical markets are designed to be more controlled, with a focus on patient access, safety, and compliance above all else.
That said, most states eventually move toward some form of adult-use legalization once their medical framework is established and stable. North Dakota is no exception. It may take longer due to its conservative leanings, but the broader national momentum is undeniable. The question is less “if” and more “when.”

What would you say were the defining moments that led to the founding of Cannabis Business Advisors? What gaps in services did you see within the industry that inspired you to create the company?

After selling Dispensary Permits and stepping back to reflect on my next chapter, I realized how much I missed being on the front lines with entrepreneurs. Helping people build cannabis businesses has always been where I find the most joy and purpose. That clarity inspired me to launch Cannabis Business Advisors, my second major consulting company in this industry.

I wanted to create a firm rooted in real experience, not theory. Our team works closely with clients to guide them through one of the most complex regulatory landscapes in the country. It’s hands-on, strategic work that blends compliance, creativity, and vision, and it allows me to continue shaping the future of cannabis, one business at a time.

When it comes to prospective applicants, what are usually the most common issues that prevent them from receiving a cannabis license? Do those common issues change based on which state market they’re applying for a license in?

The most common mistakes usually stem from not fully understanding what each state prioritizes. Some states value local ownership, while others look closely at operational experience, financial stability, or social equity commitments. Applicants who approach every market the same way often miss critical details that can make or break their submission.

Winning a license typically requires a thoughtful, holistic strategy. Strong applicants bring together multiple elements, deep local connections, secure real estate, strong capitalization, and experienced teams. It’s about demonstrating not just that you can win a license, but that you can successfully operate and contribute to the local community for the long haul.

Because The Cannabis Business Advisors is located in Phoenix, I wanted to ask what advantages you believe the Arizona cannabis industry has over other state industries?

We evaluate opportunities across the country each year, tracking legislation, regulatory shifts, and emerging market dynamics. For 2026, we’re keeping a close eye on the Carolinas, where significant progress toward legalization appears imminent. States like Missouri and Maryland are also showing strong momentum, and Nebraska is exploring major changes to its retail and cultivation frameworks.

From a business perspective, this means we’ll likely pursue licenses in up to 10 markets over the next 18 months. Expansion isn’t just about chasing new markets, it’s about identifying the right ones at the right time, with smart partnerships and scalable strategies that align with evolving regulatory landscapes.

What states do you think have great potential to legalize cannabis in the next couple of years?

In the next few years, I believe we’ll see meaningful progress in several emerging markets, particularly across the South and Midwest. The Carolinas are both showing early signs of movement, public opinion is shifting, and policymakers are starting to engage in serious conversations around access and regulation. Nebraska and Missouri are additional markets to watch; both show growing momentum for medical legalization and potential retail expansion that could lay the groundwork for a broader adult-use framework.

Beyond those, states like and continue to demonstrate strong growth and could serve as models for neighboring regions. What’s exciting is how quickly the national landscape is evolving—conservative states are starting to recognize both the economic and social benefits of legalization. As the stigma fades and regulatory systems mature, the question isn’t whether new states will legalize, but which ones will step forward first and how thoughtfully they’ll structure their programs.

If cannabis were to become rescheduled on the federal level to Schedule III, how would that change the application process that you assist in?

If cannabis is rescheduled to Schedule III, it would likely ease some of the operational and financial pressures on businesses. One of the most immediate impacts would be on banking and taxation—two of the biggest pain points in the industry today. Access to traditional financial services would expand, and burdensome tax restrictions like 280E could be relaxed.

However, the fundamental elements of winning and maintaining a license wouldn’t change dramatically. Strong teams, solid business plans, and a commitment to compliance have always been the cornerstones of success in this space. Regulatory frameworks may shift, but the need for excellence remains constant.

You’ve founded and helped launch numerous successful businesses. What drives that work?

Serving as CEO of a publicly traded cannabis company was an incredible professional milestone and a deeply formative experience. It gave me the opportunity to operate on a global stage, navigate investor relations, and make strategic decisions with far-reaching impact. It also showed other women that leadership at the highest levels of this industry is absolutely possible.

At the same time, that chapter clarified where my passion truly lies: building boutique companies from scratch. I’ve always encouraged women to think in two buckets, one for passion and one for their résumé. Leading a public company strengthened my résumé, but entrepreneurship is where my heart has always been.

I thrive on building things from the ground up. My role is often to structure the blueprint, everything from financing and real estate to branding, marketing, and operational procedures. I love assembling high-performing teams, creating strong foundations, and setting companies up for long-term success.

In many ways, I think of myself as the “training wheels” for emerging businesses. I help entrepreneurs secure licenses, navigate early-stage growth, and build their vision into something tangible. Seeing those companies go on to scale, thrive, or achieve successful exits is one of the most rewarding parts of my work.

Thank you for joining us, Sara! For more information on Cannabis Business Advisors, please visit its website.