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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
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