Consumer BrandsTech Startups +

Game-Changing Innovation

Ethan GoodmanAEG Digital SummitNovember 15, 2012

“Consumer brands need to innovate their conventional marketing approaches or they will die. And working with startups is the best way for CPGs to do so.”Bonin BoughMondelez InternationalVP Global Digital & Consumer Engagement

WHY?

Agenda

• What is a startup?

• Approach / methodology

• 5 reasons why

• Case studies

WHAT IS A STARTUP?

“A company that is in the first stage of its operations. These companies are often initially bankrolled by their entrepreneurial founders - and later by venture capitalists - as they attempt to capitalize on developing a product or service for which there is demand. ”

“A company designed to search for a repeatable and scalable business model. These companies, generally newly created, are in a phase of development and research for markets.”

“A company designed to grow fast.”

APPROACH

• CPG brand marketers

• Startup founders

• Advertising agencies

• Academic literature

• Articles, talks & presentations

5 REASONS WHY

HISTORY1

ERA 1 (pre-1915):THE LONE INNOVATOR

ERA 2 (1915-1960):THE CORPORATE INNOVATORS

ERA 3 (1960-Present):THE VENTURE-BACKED STARTUPS

LOW RISK2

DIVERSITY OF IDEAS3

FIRST MOVER4

COMPANY CULTURE5

ERA 4 (Present-??):THE CORPORATE CATALYSTS

Startups

Products/Services Polaris

CASE STUDIES

Thank you!

Ethan GoodmanManaging DirectorGriffon Ventures

goodmane@griffonvc.com