Welcome to Retail Revelations, a deep dive into what truly makes—or breaks—cannabis retail success. I’m Chelsea Mulligan, affectionately known as the Dispensary Whisper, and with experience managing over eighty dispensaries and touching more than 120 licenses nationwide, my expertise lies in transforming chaos into compliance and building teams that genuinely want to come to work. Throughout my career, I’ve worked with regulators, FDA inspectors, legacy operators, and court-appointed receivers. My roots are firmly planted in compliance, and I’ve had the privilege of helping teams and policymakers craft operational systems that work—not just on paper, but in real-world application.
A big shout-out to Beard Bros Media for supporting this work and being a voice of grounded, transparent cannabis news.
Today, I am thrilled to be joined by Dawne Morris, CEO of Proteus, a full-service cannabis ERP software provider that has been serving the industry since 2008. For those unfamiliar, Dawn’s journey is as rich as her expertise—she’s been in the industry since before cannabis was mainstream, with roots in cultivation and technology dating back decades.
Dawn Morris: From Industry Roots to Cannabis Tech
Dawne humorously describes herself as “really old,” having lived many lives before entering cannabis. Her personal journey begins with her father, a grower in Philadelphia, who cultivated tomatoes and cannabis behind their house—an early start that sparked her lifelong connection to the plant. Her fascination with data and systems began in the biotech and pharmaceutical industries, where she excelled in financial reporting and data management.
In 2006, Dawne launched Proteus into the cannabis space, building a system that would eventually become a cornerstone of industry operations. Her background in biotech, combined with her passion for data, set the stage for creating sophisticated, scalable software tailored to the unique needs of cannabis businesses.
What is an ERP and Why Does It Matter?
Many hear the acronym “ERP” and think it’s complex, expensive software — and sometimes it is. But at its core, ERP stands for Enterprise Resource Planning, a comprehensive system that manages every aspect of a business, from cultivation to customer sales, and ensures everything is integrated seamlessly.
Dawne explains, “An ERP is a large-scale resource management system. It consolidates all your business resources—CRM, inventory, accounting, financials, forecasting—into one unified platform. Unlike standalone POS systems or multiple disconnected tools, an ERP provides a holistic view, automating and streamlining operations from seed to sale and beyond.”
She emphasizes that a true ERP is flexible: it can be scaled up or down, enabling operators to turn features on or off based on current needs, all while capturing critical data in real-time. This flexibility is vital because, as cannabis businesses grow, so do their data and operational complexities.
Data Ownership and Security
One of Dawne’s passions is data sovereignty. “Data is gold,” she states, “and our system ensures the customer owns their data completely. We don’t anonymize or sell it; it’s theirs to keep, export, or analyze as they see fit.” Proteus offers multiple options for data management: CSV exports, secure API access, and repository storage for as long as the customer needs. This transparency ensures operators can transition systems smoothly, without being locked into proprietary formats or hostage to their software provider.
Combating Common Headaches: Inventory, Compliance, and Cash
Inventory mismanagement, compliance breaches, and cash flow issues are notorious killers in cannabis retail. Dawne highlights that robust systems with safeguards are essential to prevent these pitfalls. “Good data in equals good data out,” she affirms. Proper employee permissions, detailed audit logs, timestamped transactions, and strict inventory controls are key.
Proteus’ system modulates employee access—budtenders can only do what they’re permitted, preventing unauthorized adjustments. Regular audits and detailed notes ensure accountability, and timestamps create a clear trail of every action, helping identify issues before they escalate.
Turning SOPs into Action in Real Time
Standard Operating Procedures (SOPs) often sit neglected in Google Docs or dusty binders. Dawne’s approach is to embed task management directly into the ERP. “Think of recipes for cultivation or manufacturing,” she says. These digital SOPs guide staff step-by-step, from planting seeds to harvesting, trimming, and processing, reducing reliance on memory or micromanagement.
Automation ensures that tasks are assigned, notifications sent, and progress tracked—whether it’s a grower monitoring plant height, a trimmer logging hours, or a manufacturer tracking batch components. This not only increases efficiency but also enhances accountability and traceability.
The Power of Data and AI
Dawne is particularly excited about her latest innovation: Phoebe, an AI-driven virtual budtender integrated into Proteus. “Phoebe humanizes AI, making her relatable and trustworthy,” Dawne explains. She can interact with customers online, suggest products based on trends, and even monitor inventory levels to alert managers when stock is running low.
Phoebe’s ability to analyze data, recognize patterns, and provide real-time insights makes her a vital tool for retail and e-commerce. Dawne envisions Phoebe as a future industry standard—supporting both customer service and operational decision-making.
Industry Trends and Future Outlook
Looking ahead, Dawne observes a cannabis industry in transition. 2024 and 2025 will be years of restructuring, with many operators consolidating, closing, or refining their strategies. Regulatory changes, market saturation, and economic pressures will challenge businesses to adapt quickly.
She predicts increased focus on wellness products, edibles, tinctures, and products tailored for an aging demographic. The industry will shift from a “get rich quick” mentality to sustainable growth centered around branding, consumer trust, and data-driven decision-making.
Dawne also notes the importance of international markets—Europe, Asia, and South America are advancing rapidly, often outpacing the U.S. in legalization and regulation. She emphasizes that cannabis businesses must stay proactive, leveraging technology and data to navigate the complex regulatory landscape.
Closing Thoughts
Dawne Morris’s insights exemplify the evolving sophistication of cannabis retail. From compliance to customer experience, the right systems—like Proteus—are foundational to sustainable success. Her approach advocates for transparency, accountability, and innovation—principles that will shape the future of cannabis industry operations.
A special thanks to Dawne for sharing her expertise. And thank you for tuning into Retail Revelations. Stay grounded, stay compliant, and keep transforming chaos into compliance.
