From vision to global success — the rise of Betralif Corp. (Green Joy)
Leadership, Fundraising, Regulatory Navigation, Global Expansion
In 2015, a young entrepreneur approached me with a bold vision to launch a medical cannabis business. At the time, the cannabis industry was in its infancy. The business had no land, no buildings, and no staff, and only had $25,000 to start with. With the banking sector refusing to work with cannabis businesses, getting traditional financing seemed impossible.
The transformation
In 2016, I took on the role of President and CEO of Betralif Corp. We faced enormous challenges, but my leadership allowed us to turn the situation around:
- Fundraising: I managed to raise over 3 million dollars in equity, despite the difficulties in the sector, thus ensuring the financing needed to move forward.
- Regulatory navigation: By working through complex and constantly changing regulations, we have obtained the licenses needed to build a state-of-the-art cannabis cultivation facility.
- Building the bases: I negotiated land and construction contracts, ensuring that the facility would serve as a window for the business in a market where traditional marketing was not an option.
Global expansion
Using my international network, I set the stage for Betralif's global expansion. In May 2022, we fulfilled our first export order to Australia and continued to grow in international markets, including Germany, Portugal and Great Britain.
The result
Today, BETRALIF—now known as Green Joy—is one of the top exporters in the medical cannabis industry. The company tripled its sales and its profitability. From an initial investment of only $25,000, Green Joy has become a major global player, demonstrating how strategic leadership, persistence, and expansion into global markets can transform a visionary idea into a successful business.
Marc St-Arnaud
Marc St-Arnaud, with more than 30 years of experience in the entrepreneurial field, is a renowned strategy consultant and an exceptional business coach. His expertise spans a variety of sectors, and he is recognized for his entrepreneurial qualities, which include unwavering perseverance, unlimited creativity, keen critical thinking and remarkable open-mindedness. These traits make him an exceptional strategist, capable of developing innovative, effective solutions that focus on tangible results.
Her interpersonal skills, combined with great humility, allow her to navigate with ease in various business environments, and to forge solid relationships, both human and professional, at the provincial, national and international levels.
Throughout his career, Marc has supported businesses of all sizes on their growth journey, helping them overcome their challenges and exploit their full potential. His method is based on a combination of adapted business development strategies, personalized support and concrete solutions, all with a constant focus on the sustainability of long-term results. His approach thus makes it possible to guide companies towards a prosperous future and to position them competitively on the market.
