This Management's Discussion and Analysis of Financial Condition and Results of Operations ("MD&A") is intended to provide an understanding of our financial condition, results of operations and cash flows by focusing on changes in certain key measures from year to year. This discussion should be read in conjunction with the Condensed Consolidated Unaudited Financial Statements contained in this Quarterly Report on Form 10-Q and the Condensed Consolidated Financial Statements and related notes and MD&A appearing in our Annual Report on Form 10-K for the year ended December 31, 2019. The results of operations for an interim period may not give a true indication of results for future interim periods or for the year.

Cautionary Statement Regarding Forward Looking Statements

This Quarterly Report on Form 10-Q, including the financial statements and related notes, contain forward-looking statements that discuss, among other things, future expectations and projections regarding future developments, operations and financial conditions. All forward-looking statements are based on management's existing beliefs about present and future events outside of management's control and on assumptions that may prove to be incorrect. If any underlying assumptions prove incorrect, our actual results may vary materially from those anticipated, estimated, projected or intended. We undertake no obligation to publicly update or revise any forward-looking statements to reflect actual results, changes in expectations or events or circumstances after the date of this Quarterly Report on Form 10-Q, except required by law.

When this report uses the words "we," "us," "our," or "GCC" and the "Company," they refer to General Cannabis Corp (formerly, "Advanced Cannabis Solutions, Inc.").




COVID-19


The recent outbreak of the novel coronavirus disease ("COVID-19"), was labeled a global pandemic by the World Health Organization in March 2020 and has led to material and adverse impacts on the U.S. and global economies and created widespread uncertainty, including locations where we do business. As of the date of this Quarterly Report on Form 10-Q, we have not experienced significant disruption in our operations as a result of the COVID-19 pandemic and are conducting business with modifications to employee travel and employee work locations, among other modifications. We will continue to actively monitor the development of the COVID-19 pandemic and may take further actions that alter our business operations as may be required by federal, state or local authorities or that we determine are in the best interests of our employees, clients, partners, and stockholders.

The full extent of the pandemic, related business and travel restrictions, governmental regulations and changes to consumer behavior intended to reduce its spread are uncertain as of the date of this Quarterly Report on Form 10-Q, and the timing of the peak of the pandemic and its ultimate impact on the U.S. and global economies remains uncertain. Therefore, the full extent to which the COVID-19 pandemic may impact our results of operations, liquidity or financial position is uncertain. In addition, the COVID-19 pandemic has had and is likely to continue to have adverse effects on our clients, suppliers and third-party business partners. Management continues to monitor the impact that the COVID-19 pandemic is having on the Company and the economies in which we operate. We anticipate that our liquidity may be materially impacted by the COVID-19 pandemic and we expect that the effect of the COVID-19 pandemic will not be fully reflected in our results of operations and overall financial performance until future periods.

Our Products, Services and Customers

Through our two reporting segments Operations Consulting and Products; and Capital Investments, we provide products, services and capital to the regulated cannabis industry and non-cannabis customers, which include the following:

Operations Consulting and Products ("Operations Segment")

Through Next Big Crop ("NBC"), we deliver comprehensive consulting services to the cannabis industry that include obtaining licenses, compliance, cultivation, retail operations, logistical support, facility design and construction, and expansion of existing operations. During the three months ended March 31, 2020 and 2019, 73% and 76% of NBC's revenue was with three customers and one customer, respectively.

NBC oversees our wholesale equipment and supply business, operated under the name "GC Supply," which provides turnkey sourcing and stocking services to cultivation, retail and infused products manufacturing facilities. Our products include building materials, equipment, consumables and compliance packaging.

There are generally multiple suppliers for the products we sell; however, there are a limited number of manufacturers of certain high tech cultivation equipment.





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NBC provides a competitive advantage as we plan to evaluate and operate licensed cultivation facilities.

Capital Investments ("Investments Segment")

As a publicly traded company, we have access to capital that may not be available to businesses operating in the cannabis industry. Accordingly, we may provide debt or equity capital through (a) loans or revolving lines of credit, or (b) investing in businesses using cash or shares of our common stock.




Results of Operations


The following tables set forth, for the periods indicated, statements of operations data. The tables and the discussion below should be read in conjunction with the accompanying condensed consolidated financial statements and the notes thereto appearing in Item 8 in this Report.




Consolidated Results


                                 Three months ended March 31,                     Percent
                                    2020              2019           Change       Change
Revenues                     $      1,664,188  $        794,922  $    869,266      109%
Costs and expenses                (3,665,437)       (3,680,355)        14,918       0%
Other income (expense)                139,928       (1,282,569)     1,422,497     (111)%
Net loss from continuing          (1,861,321)       (4,168,002)     2,306,681      (55)%
operations
Loss from discontinued              (152,858)         (345,693)       192,835      (56)%
operations
Net loss                     $    (2,014,179)  $    (4,513,695)  $  2,499,516      (55)%



Revenues

Revenue increased for both our Operation Consulting and Investments segments. See Segment discussions below for further details.




Costs and expenses


                                 Three months ended March 31,                     Percent
                                    2020              2019           Change       Change
Cost of service revenues     $        192,567  $        186,775  $      5,792       3%
Cost of goods sold                  1,231,413           388,074       843,339      217%
Selling, general and                1,039,934         1,053,551      (13,617)      (1)%
administrative
Share-based compensation              572,574         1,492,496     (919,922)      (62)%
Professional fees                     597,036           540,055        56,981       11%
Depreciation and                       31,913            19,404        12,509       64%
amortization
                             $      3,665,437  $      3,680,355  $   (14,918)       0%


Cost of service revenues typically fluctuates with the changes in revenue for our Operation Consulting Segment. Cost of goods sold varies with changes in product sales, including an increase in products sold by our Operation Consulting Segment, which have smaller margin. See Segment discussions below for further details.

Selling, general and administrative expense stayed relatively static for the three months ended March 31, 2020 as compared to the three months ended March 31, 2019.

Share-based compensation included the following:




                     Three months ended March 31,                 Percent
                        2020             2019          Change     Change
Employee awards   $      342,248  $       1,298,845 $ (956,597)    (74)%
Consulting awards         71,015              9,777      61,238    626%
Feinsod Agreement        159,311            183,874    (24,563)    (13)%
                  $      572,574  $       1,492,496 $ (919,922)    (62)%



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Employee awards are issued under our 2014 Equity Incentive Plan, which was approved by shareholders on June 26, 2015, and expense varies primarily due to the number of stock options granted and the share price on the date of grant.

The decrease in expense for the three month ended March 31, 2020 as compared to March 31, 2019 is due to the restructuring we did at the end of 2019 and beginning of 2020. We decreased our employee count by over 50% resulting in a sharp decrease in employee award expense. Consulting awards are granted to third parties in lieu of cash for services provided. The Feinsod Agreement expense represents share-based compensation pursuant to agreements with Michael Feinsod for serving as the Executive Chairman of our Board.




Professional fees consist primarily of accounting and legal expenses and
increased for the three months ended March 31, 2020 as compared to the three
months ended March 31, 2019 due to legal and accounting fees spent on
acquisitions.


Other Expense


                                Three months ended March 31,                      Percent
                                    2020              2019          Change        Change
Amortization of debt
discount and equity
issuance costs               $          66,321  $    1,171,556  $ (1,105,235)      (94)%
Interest expense                       171,048         111,013         60,035       54%
Gain on derivative
liability                          (1,375,620)               -    (1,375,620)     (100)%
Loss on extinguishment of
debt                                 1,137,428               -      1,137,428      100%
Gain on sale of building             (139,105)               -      (139,105)     (100)%
                             $       (139,928)  $    1,282,569  $ (1,422,497)     (111)%


Amortization of debt discount was lower in 2020 compared to 2019, due to the April 2018 debt paid off in the second quarter of 2019. This was offset slightly by new debt issued in the third and fourth quarters of 2019 and the first quarter of 2020. Interest expense increased in 2019 due to the new debt entered in the third and fourth quarters of 2019 and the first quarter of 2020.

The gain on warrant derivative liability reflects the change in the fair value of the 2019 Warrants. The loss on extinguishment of debt is due to the conversion and extension of the SBI debt and the exchange of the 12% Notes into the 15% Notes. The gain on the sale of the building is the gain we recognized as a result of the sale of our building in March 2020.

Operations Consulting and Products




                      Three months ended March 31,                 Percent
                          2020              2019        Change     Change
Revenues           $       1,647,459  $      780,101 $   867,358    111%
Costs and expenses       (1,616,487)       (677,381)   (939,106)    139%
                   $          30,972  $      102,720 $  (71,748)     70%


Increased revenues in 2020 are primarily related to increased product sales and license application fees, offset by a decrease in recurring consulting fees. Costs and expenses increased in 2020 due to increased product sales, offset by a reduction in employee costs.




Investments


                      Three months ended March 31,              Percent
                         2020             2019         Change   Change
Revenues           $       16,729  $          14,821 $  1,908     13%
Costs and expenses              -           (40,075)   40,075   (100)%
                   $       16,729  $        (25,254) $ 41,983   (166)%


The slight increase in revenues in 2020 is related to a full quarter of interest revenue in 2020 as compared to 2019. All revenue is from interest and loan origination fees related to these new notes. The expense in 2019 was legal fees incurred for the new notes receivable agreements.




Liquidity


Sources of liquidity

Our sources of liquidity include cash generated from operations, the cash exercise of common stock options and warrants, debt, and the issuance of common stock or other equity-based instruments. We anticipate our more significant uses of resources will include funding operations, developing infrastructure, as well as potential loans, investments, and business and real property acquisitions.





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In May and June 2020, we received $2,185,000 in cash by issuing 5,485,814 shares of our common stock and 4,114,360 warrants to purchase common stock.

During January through March of 2020, we received $525,000 in cash in a private placement with certain accredited investors pursuant to the 15% Notes.

Sources and uses of cash

We had cash of $775,289 and $224,994, respectively, as of March 31, 2020 and December 31, 2019. Our cash flows from operating, investing and financing activities were as follows:




                                           Three months ended March 31,
                                              2020              2019

Net cash used in operating activities $ (1,482,828) $ (1,723,717) Net cash provided by (used in)

                1,418,123         (645,209)
investing activities
Net cash provided by financing         $        615,000  $              -

activities

Net cash used in operating activities decreased in 2020 by $240,889 compared to 2019, primarily due to a reduction of cash-based expenses, such as salaries for reduced personnel.

Net cash provided by investing activities in 2020 relates primarily to the sale of our building in March 2020. 2019 related primarily to issuing notes receivable, along with purchasing fixed assets.

Net cash provided by financing activities in 2020 is in relation to exercises of warrants and new debt, offset by debt payments.

Capital Resources

We have no material commitments for capital expenditures as of March 31, 2020.

Part of our growth strategy, however, is to acquire businesses. We would fund such activity through cash on hand, the issuance of debt, common stock, warrants for our common stock or a combination thereof.

Non-GAAP Financial Measures

Adjusted EBITDA per share is a non-GAAP financial measure. We define Adjusted EBITDA per share as (a) net income (loss) calculated in accordance with GAAP, adjusted for the impact of share-based expense, depreciation and amortization, impairment of investments, amortization of debt discounts, and certain other non-cash items; divided by (b) the weighted average shares outstanding, adjusted for the shares related to the calculation of Adjusted EBITDA. Below we have provided a reconciliation of Adjusted EBITDA per share to the most directly comparable GAAP measure.

We believe that the disclosure of Adjusted EBITDA per share provides investors with a better comparison of our period-to-period operating results. We exclude the effects of certain items when we evaluate key measures of our performance internally and in assessing the impact of known trends and uncertainties on our business. We also believe that excluding the effects of these items provides a more comparable view of the underlying dynamics of our operations. We believe such information provides additional meaningful methods of evaluating certain aspects of our operating performance from period to period on a basis that may not be otherwise apparent on a GAAP basis. This supplemental financial information should be considered in addition to, not in lieu of, our condensed consolidated financial statements.




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The following table reconciles Adjusted EBITDA to the most directly comparable
GAAP measure.


                                                              Three months ended
                                                                  March 31,
                                                             2020           2019
Net loss                                                $ (2,014,179)  $ (4,513,695)
Adjustment for loss from discontinued operations              152,858        345,693

Loss from continuing operations attributable to common stockholders

                                              (1,861,321)    (4,168,002)

Adjustments:


Acquisition-related expense                                   308,196              -
Share-based expense                                           572,574      1,492,496
Depreciation and amortization                                  31,913         19,404
Amortization of debt discount                                  66,321      1,171,556
Interest expense                                              171,048        111,013
Loss on extinguishment of debt                              1,137,428              -
Gain on sale of building                                    (139,105)              -
Gain on warrant derivative liability                      (1,375,620)              -
Total adjustments                                             722,755      2,794,469
Adjusted EBITDA                                         $ (1,088,566)  $ (1,373,533)

Per share:
Net loss - Basic and Diluted                            $      (0.05)  $      (0.12)
Adjusted EBITDA - Basic and Diluted                            (0.03)         (0.04)

Weighted-average shares outstanding:
Net loss - Basic and Diluted                               39,694,890     36,222,752
Adjusted EBITDA - Basic and Diluted                        39,497,480     36,222,752



Off-balance Sheet Arrangements

We currently have no off-balance sheet arrangements.




Critical Accounting Policies


Our condensed consolidated financial statements and accompanying notes have been prepared in accordance with U.S. GAAP. The preparation of these financial statements requires management to make estimates, judgments and assumptions that affect reported amounts of assets, liabilities, revenues and expenses. We continually evaluate the accounting policies and estimates used to prepare the condensed financial statements. The estimates are based on historical experience and assumptions believed to be reasonable under current facts and circumstances. Actual amounts and results could differ from these estimates made by management. Certain accounting policies that require significant management estimates and are deemed critical to our results of operations or financial position are discussed in our Annual Report on Form 10-K for the year ended December 31, 2019, and Note 1 to the Condensed Consolidated Financial Statements in this Form 10-Q.

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