Digital labs 5.20.13

Andr

ea H

arris

on, D

irect

or D

igita

l Eng

agem

ent P

epsi

Co B

ever

ages

To drive innovation and align with evolving consumer behavior,

Digital Labs will invest in the start-up community; embracing entrepreneurs as we co-develop

marketing products and technologiesfor the advancement of

PepsiCo Beverages marketing.

Pepsi Digital Labs Mission

Our Community

Embedding PepsiCo

Panels

Workshops

Education

Direct Interaction

Build Relationships

Pipeline Development

VC Partnerships

Event Sponsorships

Hackathons

Meet Ups

Product Drops

Co-Working Spaces

Incubator Partnerships

Mentorships

WeWork Labs

Foster the Community

Forefront of Innovation

Early access

New models and platforms

Competitive advantage

Preferred pricing

Think Like an Investor

Stages of Relationship

1Angel Investment

2Seed Round

3Series A

EExit

1Angel Investment

ActivationsValue Exchange

• Mentorship

• Thought leadership

• Revenue/Monetization strategy

• Consumer insights

• Introductions/networking

• Office hours

• Digital Labs roundtable

• Sponsored workspaces – WeWork Labs partnership

• Audience testing

• Sponsorships/Hackathons

Investment of PepsiCo resources in early stage companies for purpose of concept development and consultation on future opportunities; focus on relationship and community building

2Seed Round

ActivationsValue Exchange

Test-and-learn opportunities with emerging companies to micro-finance new products and pilot market readiness

• Instant scale

• Product development

• PepsiCo insights and learnings

• Early access

• Proof of Concept

• Industry awareness

• Co-promotion opportunities

• Brand endorsement

• Media pilots

• Product seeding

• Market testing

3Series A

ActivationsValue Exchange

Investment of working-dollars in viable marketing products from new companies to address specific business needs for PepsiCo Beverages

• Industry leadership

• Builds reputation within startup community

• Competitive advantage

• Viable models for future development

• Kiip

• Crowdtwist

• Newscred

• Get Glue

• Olapic

EExit

ActivationsValue Exchange

Acquisition event or significant investment with strategic partners who deliver competitive and revenue advantages for PepsiCo Beverages

• Proprietary technologies

• Exclusivity

• Product development

• Marketing innovation

• Bluefin

• Buddy Media

• Facebook

• Twitter

Recent Activations

WeWork Labs Roundtable

WWL Roundtable

• Roundtable at WeWork Labs bringing together start-ups and the Consumer Engagement team

• Presentations by Consmr, Style Musee, Go Chime, FanBridge, Fun.org, Bre.ad, Almost Famous

• Pepsi Consumer Engagement team participants included members of the Digital, Cultural Branding and Media teams

• Agency participants included Ignition Factory and Deep Focus

Recent Activations

SoundCTRL FlashFWD Awards, May 15th

Internet Week NY 2012

• Participated in Music: Tech panel discussions (Richie Cruz, Andrea Harrison)

• Presented Audience Award to Band Page

• Announced Pepsi Digital Labs

• Provided beverages product for event

• Provided VIP tickets to music start-ups from WeWork Labs

Recent Activations

WeWork Labs Demo Day, May 16th

Internet Week NY 2012

• Hosted Demo Day for IWNY attendees, WWL members and Digital Engagement Team

• WWL company demos:ConsumrBrunchCritic Munchly ReadSocial Tripl HomeSwap

Seed Angel Series A

Sample Portfolio Companies

Thank You!

@andreaharrison

@PepsiLabs