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
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