CRAFT VAPERY’s Co-Founder and COO Josh Krane was recently interviewed by the team over at JustAnotherVape.com for their #IAmJAV segment. #IAmJAV features interviews with some of the leading names in the vaping industry today and gets a deeper look into what makes them tick. Read on for an exclusive look behind the scenes at CRAFT VAPERY.
Joshua Krane – Craft Vapery Interview
Welcome Joshua, firstly we’d like to say thank you for being involved with our new feature #IamJAV, the new interview feature about the people behind the industry.
Who are you and what do you do?
I am Joshua Krane, the COO and co-founder of CRAFT VAPERY, Inc. As for what I do, it’s a loaded question. What don’t I do? I am responsible for CRAFT’s interactions with the vaping industry, I am responsible for all day-to-day operations at CRAFT, I host our weekly podcast, The VAPE CAST, and I represent the company all over the world.
What kit do you use / what kit would you like to own?
I have been very blessed to know many modders and atomizer designers. I am currently using a Carlos Creations Cosmic Xtreme with a Hurricane tank filled with CRAFT’s very own flavor, It’s Toast! As for my current wish list, I am patiently awaiting a HOBO X 200.
Being a vaper, have you ever had the urge to revert back to smoking?
Sure, I think I will always be a smoker in my heart. I still smoke in my dreams almost nightly, and when I see someone light up there is still a part of me that yearns to have one. Then I remind myself that I have emphysema, and that cigarettes were the cause, and in actuality that’s my addiction talking, and not much else.
What got you into the vaping world?
I was smoking two packs a day and running a web development and marketing agency in Los Angeles. The CEO of The Safe Cig walked in with his product and told us he wanted us to market his brand. He slid the cig-a-like starter kit across the table to me, and I never looked back. I ended up becoming the Chief Marketing Officer of that company, and then later transitioned into starting CRAFT.
Where do you see vaping in the next five years?
I think it will get easier and easier to operate the devices, along with filling and charging them. I think it needs to get simpler as the goal is converting smokers to vapers and all smokers need to know how to do is operate a lighter. So I envision the products getting much easier to use, easier to fill, and requiring less customer interaction to work. I also expect these new, simpler, cheaper devices to be more powerful and devise some unique methods of actually vaporizing the liquid.
What’s next for CRAFT VAPERY?
CRAFT started with consumer subscriptions, then moved into ecommerce, and then wholesale distribution and finally manufacturing all in a very short period of time. Our first line of flavors, CRAFT VAPERY Certifiably Vapable Liquids, has been met with tremendous success in the few short weeks it has been available. Going forward, we will introduce additional flavors and brands, as well as continue to expand our wholesale and manufacturing businesses.
What do you find to be the biggest misconceptions about vaping?
Certainly I think the largest misconception is that vaping is cheaper than smoking. If you are going to fall in love with it like I have, it’s probably not going to be cheaper than smoking. The second misconception is that the devices need to be more powerful than they are today. Marketers want to dive the specs up, so they have something to differentiate their products. The reality is, we don’t need 200W devices, but we fall prey to the marketing that makes us feel like we do.
Why did you get into the vape business?
I was diagnosed with emphysema in 2013, a result of 23 years of two-pack-a-day cigarette smoking. My health was poor. I was unable to go up 10 steps without being winded, and simple everyday tasks like holding my baby would completely exhaust me. So when I found vaping, a way to sate my urge for nicotine with roughly 5% of the total health risk of cigarettes, I knew I had found the most disruptive technology I had ever seen in my lifetime. I knew I had to be a part of it, and spread this amazing technology to any and all that would listen. I never looked back, and I’m glad I didn’t.
What do you enjoy most about working in the vaping industry?
The people I meet simply blow me away. There is so much passion in this industry, much more than any other industry I have been in (including TV, entertainment, interactive, and mobile). I love meeting young entrepreneurs who are driven and passionate; this industry is full of exactly that and interacting with them is my favorite part of my job.
Is vaping safer than smoking?
I believe that it is. I believe that operating a vape within responsible parameters eliminates 95% of the harms associated with smoking by eliminating combustion from the equation. No plant matter is burned, no cotton or organic matter is burned, and we know that most of the carcinogens are byproducts of combusting organic materials. I also believe that PG is far safer to inhale than even water vapor, and I’m surprised that people don’t speak more about the therapeutic benefits of PG inhalation. We know that it’s used to actually clean the air in large facilities (think Vegas casinos…) and it’s having the same effect on our lung tissues. Finally, just in the United States alone, we create about three Olympic-sized swimming pools of cigarette butts a DAY! Think of all the pollution and fires we prevent by vaping instead of smoking.
Do you have any tips for a beginner on the vaping scene?
The only thing a new vaper needs to worry about is “is this keeping me off of cigarettes?” If the answer is yes, then everything else is trivial. I would suggest investing in a higher power device that will last about six months or longer. Chances are you will want to upgrade once you get the hang of vaping, but don’t make those investments until you know what you like and that it’s working for you. Beyond that, focus on flavor and the clouds will come.
Do you have any tips for a budding enthusiast for their equipment?
Take care of it. If you have invested a hundred or two, keep that investment up by maintaining and servicing your equipment.
What advice would you give to someone wanting to start their own business in vaping?
Have actual business experience. I think the days of the “wild west of vaping” are drawing to a close. There are only so many passionate people without prior experience that any industry can absorb and I believe that we are seeing that phase of our industry come to a close. So bring your prior experience, along with your passion. Also, come to the table with a realistic expectation of marketing costs and the cost to acquire a customer. If you are acquiring customers for $10 per transaction but only profiting $5 per transaction, you don’t have a business, you have a hobby.
The vaping community is expanding day by day, is there anything you would change or promote about the community?
People care far too much about their mods than their right to vape, and the near constant jeopardy that right is in, at least here in the United States. We need more advocacy. So I want to promote the community, but not before we have the community take on the majority of the activism that we need to remain a viable industry here in the states.
What inspires you to create the juices, mods, and/or products you have?
I wanted something unique, and I have collected data over the past two years on what consumers like and dislike. So we created flavors that filled holes in the world of flavor that we felt should be filled. We then took our flavors and tested them with our consumers over the past two years. It’s our gut intuition, mixed with the massive amount of data we have on our customer’s flavor profiles and almost two years of focus group testing. It all comes together to create a line of flavors we are insanely proud of.
Are there any blogs or reviewers that you believe could help out the vaping community? Who do you recommend?
Of course ours, and our Facebook group WE ARE CRAFT VAPERS. I also love The Vape Snob, and the Facebook group HEMO.
What are CRAFT VAPERY’s best-selling products?
Our liquid line, CRAFT VAPERY Certifiably Vapable Liquids, Native Wicks cotton, The Originals, Ripe Vapes, Beard Vape Co., and Sacred Enlightened E-Liquids. Most of all, a tremendous amount of replacement coils for Aspire, Kanger, and Horizon.
Lastly, are there any closing words left you’d like our readers to know about CRAFT VAPERY?
CRAFT VAPERY is the only way to vape! We take the trouble out of vaping, hold your hand, and guide you to the best products on the market. If you vape, CRAFT VAPERY is there to help you.
CRAFT VAPERY would like to say thank you to the entire team at Just Another Vape for this interview! You can read the article on JustAnotherVape.com.