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Brands + Startups = Innovation

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Brands + Startups = Innovation

  1. 1. Consumer Brands Tech Startups + Game-Changing Innovation Ethan Goodman AEG Digital Summit November 15, 2012
  2. 2. “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 Bough Mondelez International VP Global Digital & Consumer Engagement
  3. 3. WHY?
  4. 4. Agenda • What is a startup? • Approach / methodology • 5 reasons why • Case studies
  5. 5. WHAT IS A STARTUP?
  6. 6. “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.”
  7. 7. APPROACH
  8. 8. • CPG brand marketers • Startup founders • Advertising agencies • Academic literature • Articles, talks & presentations
  9. 9. 5 REASONS WHY
  10. 10. 1 HISTORY
  11. 11. ERA 1 (pre-1915): THE LONE INNOVATOR
  12. 12. ERA 2 (1915-1960): THE CORPORATE INNOVATORS
  13. 13. ERA 3 (1960-Present): THE VENTURE-BACKED STARTUPS
  14. 14. 2 LOW RISK
  15. 15. 3 DIVERSITY OF IDEAS
  16. 16. 4 FIRST MOVER
  17. 17. 5 COMPANY CULTURE
  18. 18. ERA 4 (Present-??): THE CORPORATE CATALYSTS
  19. 19. Startups Products/ Services Polaris
  20. 20. CASE STUDIES
  21. 21. Thank you! Ethan Goodman Managing Director Griffon Ventures goodmane@griffonvc.com

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