colorado was the first state to legalize recreational marijuana in 2012. since then, about a dozen have followed suit, leading to a boom in the number of growers and shops selling marijuana. a problem, however, is that federal law still prohibits the sale of marijuana, though in practice, state laws have been respected. still, many shop owners choose to conduct transactions only in cash to avoid leaving a trail of evidence from credit card transactions, which reduces the risk of prosecution but raises the risk of theft or loss. with so much retail competition and the added risk, why would so many choose to venture into this business? business owners can earn profits from sales, given the high demand for marijuana. enjoy the risks of running a marijuana business. are competitive in nature and will do what it takes to actively compete in a growing market. are protected and believe that the risks of running a marijuana business are minimal.