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Why Baker's New API Is the Hottest Thing in the Cannabis Market

By Jacqueline Havelka
Apr 09, 2018

Cannabis software is hot. There are point-of-sale systems, product review platforms and more software and services that have been invented as marijuana has been legalized. There are lots of options to choose from—the only problem is that none of the software on the market talked to each other—until now.

Enter Baker, an e-commerce and customer relationship management (CRM) software. Baker has just launched a new API that takes care of the communication problem.

Baker launched the new API just two short months after raising Series A capital of $8 million. Baker is definitely on a roll; they just moved into their new Denver headquarters and also opened brand new offices in both Los Angeles and Seattle.

API stands for applications programming interface; the Baker API integrates 25 various softwares: point-of-sale POS systems like Flowhub, Green Bits, and MJ Freeway, digital signage like BudBoard, GreenScreens and BudtenderTV, and product reviews like PotGuide, Cannabiscope, and Leafly.

Even better, Baker doesn’t charge for API calls. Instead, the product is purely designed as a value-added client tool. Baker generates no revenue from the API.

As Baker itself grew and expanded, the company started seeing the issues firsthand. Softwares didn’t talk to each other, and that presented very challenging situations for Baker’s clients. As they expanded into 800 dispensaries in 20 states, the problem became glaringly apparent.

Let’s say a cannabis retailer wishes to place its menu on Leafly and PotGuide. How does this happen? Not easily. The information has to be manually entered and updated on each platform. The retailer has to utilize precious manpower for this mundane task rather than spending that employee’s time on something much more valuable. And, of course, manual entry of information is always prone to error. When errors occur, customers become disgruntled, and that is never a good thing.

But now life is different--Baker’s API has come to the rescue, and dispensaries everywhere are breathing a sigh of relief. The integration of the API makes doing business much, much easier. Retailers give data access permission for things like real-time inventory and other customer data, and partners share that information.

The data sharing is state-of-the-art; there is no personal customer data being shared. That kind of secure data and information sharing protects customers while at the same time allowing dispensaries to understand their own business-what’s working better, and what’s not, for their customers.

Cannabis industry data is sensitive data—for legal reasons, medical reasons and more. Baker’s API helps dispensaries secure their data. After all, retailers need to do what they do best and leave the data operations to a tech company like Baker.

For example, MJ Freeway’s POS system partners with Baker in the API integration.  MJ Freeway views the API as a way to provide their clients much more value; they’ve enjoyed working with Baker in the venture to create a more effective solution for the cannabis industry.

Likewise, Baker says they’re more than happy to partner with best-in-breed tech vendors like MJ Freeway and others, and that they’re always looking for new tech vendors for their clients. Baker wants to partner, not take over.  For example, Baker will not go into the point-of-sale market; they’ll leave that to experts like MJ Freeway and other POS providers. Baker is content to enhance relationships with all API participants and be the gurus that make data available to all these tools. From there, Baker says the software providers can build software on top of their data all day long.

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