“There are a lot of hurdles to get through if somebody wants to do this, but the opportunities are there too,” said Ryan Cook.

Indeed the opportunities are there: $30 billion worth, in fact. That is the approximate amount of money marijuana users spend on the drug annually, according to the RAND Drug Policy Research Center. It’s a staggering market that Cook and a growing number of other entrepreneurs in the legal marijuana industry across the country hope to cash in on.

Cook is the general manager of The Clinic, a medical and recreational marijuana business based in the Denver area. It is just one of hundreds of companies in Colorado taking advantage of the recent change in Colorado law that allows for the recreational use and sale of marijuana in the state.

Read more: The Long, Strange Challenge Facing Marijuana Entrepreneurs | Inc.