1.
Consumer Brands
Tech Startups +
Game-Changing
Innovation
Ethan Goodman
AEG Digital Summit
November 15, 2012

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.
WHY?

4.
Agenda
• What is a startup?
• Approach / methodology
• 5 reasons why
• Case studies

5.
WHAT IS A STARTUP?

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.
APPROACH

8.
• CPG brand marketers
• Startup founders
• Advertising agencies
• Academic literature
• Articles, talks & presentations

9.
5 REASONS WHY

10.
1 HISTORY

11.
ERA 1 (pre-1915):
THE LONE INNOVATOR

12.
ERA 2 (1915-1960):
THE CORPORATE INNOVATORS

13.
ERA 3 (1960-Present):
THE VENTURE-BACKED STARTUPS

14.
2 LOW RISK

15.
3 DIVERSITY OF
IDEAS

16.
4 FIRST MOVER

17.
5 COMPANY
CULTURE

18.
ERA 4 (Present-??):
THE CORPORATE CATALYSTS

19.
Startups
Products/
Services Polaris

20.
CASE STUDIES

21.
Thank you!
Ethan Goodman
Managing Director
Griffon Ventures
goodmane@griffonvc.com