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

6. WHY?

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

8. WHAT IS A STARTUP?

9. “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.”

10. APPROACH

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

13. 5 REASONS WHY

14. 1 HISTORY

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

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

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

18. 2 LOW RISK

19. 3 DIVERSITY OF
IDEAS

20. 4 FIRST MOVER

21. 5 COMPANY
CULTURE

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

23. Startups
Products/
Services Polaris

24. CASE STUDIES

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