Adam Miron - Billion Dollar Start-Up: The True Story of How a Couple of 29-Year-Olds Turned $35,000 into a $1,000,000,000 Cannabis Company
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It only took five years for two brothers-in-law to create a billion-dollar, award-winning, take-no-prisoners cannabis company called HEXO. How did they do it? Thats the story.
From early roadblocks and devastating personal and financial setbacks to explosive growth and some of the biggest cannabis deals in global history, Billion Dollar Start-Up not only recounts the HEXO story but the history of Canadas momentous road to legalization.
In this part fast-paced memoir, part high-octane business book, writer and journalist Julie Beun gives us an intimate look at the life of a start-up and the ferocious entrepreneurial drive it takes to succeed written in real-time, as the story unfolded.
Throughout history, there have been fewer than 100 Canadians who have started a company and lived to see it become worth one billion dollars. Adam Miron and Sbastien St-Louis are two of them. This is their story.
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The True Story of How a Couple of 29-Year-Olds Turned $35,000 into a $1,000,000,000 Cannabis Company
Adam Miron, Sbastien St-Louis and Julie Beun
Adam:To Sbastien, from whom I learned more about business than from anyone else. Thank you for forever changing my life and for what we did in the last little while of my dads life. To Meena the perfect partner. No matter how good of an idea that was pitched, it could never have been possible without your support, confidence, and love. Im lucky to have you. Mom, without the confidence you instilled in me, with endless love and support, I neither could nor would have even attempted anything like this company. Michael, Jay, Vincent thank you for taking a chance on us (and sticking with us). To all the employees you took this dream and made it real, please be very proud of what youve done. To our agent, Lloyd, thank you for making this book a reality. To Julie, you are one of the best writers I know, and it is an honour to have produced this book with you. And to my daughters Iyla, Nalina, and Sohana, you girls are my life.
Seb: To my parents, Lise and Jean, for their unwavering support, guidance, and love. To my business partner, Adam, and to Michael and Vincent, thank you for taking the risk and seeing it through. To Max, this is all your fault, man. To every employee and every single person whos worked with me to build this thing at HEXO, I thank you for the heart you have put into every hour of this journey. To my beautiful wife and my children, you have all my love.
Julie: To my kids, Jed and Hayley, thanks for understanding when I disappeared into my woman-cave to write. Thanks, too, goes to my faux-bro, Brendan McNally, for being an unflagging supporter and early editor, and to my besties Janet Wilson, Mauri Brown, and Measha Brueggergosman for patiently listening when you could have legitimately zoned out. To Adam and Seb, you goddamn rock stars. What a ride its been. Thanks for having me in the passenger seat and trusting me to write about this crazy journey. To my former OG HEXO and Hydro squad, therell always be the Taj.
This account describes events covering HEXOs early years, between 2013 and 2019. Yet the HEXO story continues to evolve and change, just like the industry it helped create. In fact, even between the end of our story and this book hitting the shelves, anything literally anything may have happened. The company could have become the worlds largest cannabis producer. It could have been sold. It could have been taken over by highly evolved, cannabis-consuming sentient beings from another universe whose five-year mission is to chill. Who the hell knows? In the cannabis industry, anything seems to be possible. (Except that last one. Obvi.) The point is, the reader should approach this story as a snapshot in time in crazy, colourful cannabis years, of course.
In some cases, the names of those involved have been changed. These are denoted with an *.
A few years ago, I told Sbastien St-Louis and Adam Miron that they were amongst an elite group of entrepreneurs whod managed to dramatically turn a start-up into a company with a billion-dollar valuation within their lifetimes. In fact, I added, they were two of only a handful of Canadians whod ever achieved such success.
It sounds impressive it IS impressive but that simple statement of fact doesnt tell the story of the sacrifices, the enormous personal risks, the roller coaster ride they jumped on when they became cannabis entrepreneurs. It also doesnt talk about the personalities of these two people, or their deep bond of brotherhood and friendship.
There are millions of entrepreneurs around the world, and in my experience, they all share similar characteristics. They are risk-takers. They are dreamers with a streak of hard-nosed pragmatism. And, when the rest of the world tells them over and over that what they want to do simply cant be done, they ignore the naysayers and do it anyway.
Sbastien and Adam have all those qualities. Theyre also two very innovative leaders who steered HEXO to winning awards for products like Elixir and Decarb and changed the game with large format, value-priced products like Original Stash.
From the moment they incorporated in 2013 to now, theyve remained committed to each other and their friendship, even when things go very wrong. (Seb told me he once covered payroll on his credit card talk about commitment and personal risk!)
They took chances and made some wrong turns along the way. But I dont call that failure. In business, failure leads to gaining experience. If you never try anything, you never fail but you never do anything important either. A majority of entrepreneurs never get anywhere, but those like Seb and Adam, the ones who stick with their ideas and are flexible enough to adjust when plans dont go as predicted, often turn out to be winners.
Thats the bottom line in Billion Dollar Start-Up. Its the story of how a couple of guys with next to nothing put together their own little empire in a brand new and unpredictable industry. It is the North American capitalist dream in action.
For entrepreneurs reaching for this book as you struggle to get your ideas to market or attract financiers, this story should make you feel that anything is possible, and that you, too, can do something out of the ordinary.
Don Wright
Chairman, RF Capital Inc.
(Formerly GMP Capital Inc.)
October 2020
Hey. Whats up?
What is up is that Ottawa is in the depths of one of its hellacious blizzards.
Adam Miron is on the speaker in his car, headed down Autoroute 50 out of the Gatineau farmland around Masson-Angers and back to his home in central Ottawa. But, being Canadian and given that a blizzard is a weekly occurrence from December to March, he is on the phone with his colleague Julie Beun, speeding a little in his clapped-out Mazda 3 and doing business anyway. In this instance, however, theres something electric in his voice.
Yeah. How are you? Im good. You got a minute?
Small talk is not Adams strength when hes excited, so he blows past waiting for an answer.
Listen, I just have to tell someone. Today is the day we became a billion-dollar company. Any way you cut it... we have 218 million fully diluted shares outstanding at $4.95. Thats $1.08 billion. Today is the day.
She can tell he is grinning down the phone.
We did it.
But lets not get ahead of ourselves.
While its true that day was a banner day, so too was January 18, four days earlier.
That night, in Montreals chic Htel St-James, Adam and his brother-in-law, Sbastien St-Louis, held their first annual general meeting as a publicly traded company named Hydropothecary. Standing together, greeting investors with boyish grins and manly slaps on the back in the lush surrounds of XO Le Restaurant, with its grand staircase and thick white pillars, they looked nothing alike. (Their wives, on the other hand, are sisters who share the same perfect complexion, bright-eyed curiosity, and insightful wit that make them near replicas of each other.)
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