1. AndreaHarrison,DirectorDigitalEngagementPepsiCoBeverages

2. To drive innovation and align
with evolving consumer behavior,
Digital Labs will invest in the start-up community;
embracing entrepreneurs as we co-develop
marketing products and technologies
for the advancement of
PepsiCo Beverages marketing.
Pepsi Digital Labs Mission

3. Our Community

4. Embedding PepsiCo
Panels
Workshops
Education
Direct Interaction
Build Relationships
Pipeline Development
VC Partnerships
Event Sponsorships
Hackathons
Meet Ups
Product Drops
Co-Working Spaces
Incubator Partnerships
Mentorships
WeWork Labs
Foster the Community

5. Forefront of Innovation
Early access
New models and platforms
Competitive advantage
Preferred pricing
Think Like an Investor

6. Stages of Relationship
1
Angel Investment
2
Seed Round
3
Series A
E
Exit

7. 1Angel Investment
ActivationsValue Exchange
• Mentorship
• Thought leadership
• Revenue/Monetization
strategy
• Consumer insights
• Introductions/networking
• Office hours
• Digital Labs roundtable
• Sponsored workspaces –
WeWork Labs partnership
• Audience testing
• Sponsorships/Hackathons
Investment of PepsiCo resources in early stage companies for
purpose of concept development and consultation on future
opportunities; focus on relationship and community building

8. 2Seed Round
ActivationsValue Exchange
Test-and-learn opportunities with emerging companies to
micro-finance new products and pilot market readiness
• Instant scale
• Product development
• PepsiCo insights and learnings
• Early access
• Proof of Concept
• Industry awareness
• Co-promotion opportunities
• Brand endorsement
• Media pilots
• Product seeding
• Market testing

9. 3Series A
ActivationsValue Exchange
Investment of working-dollars in viable marketing products
from new companies to address specific business needs for
PepsiCo Beverages
• Industry leadership
• Builds reputation within startup
community
• Competitive advantage
• Viable models for future
development
• Kiip
• Crowdtwist
• Newscred
• Get Glue
• Olapic

10. EExit
ActivationsValue Exchange
Acquisition event or significant investment with strategic
partners who deliver competitive and revenue advantages for
PepsiCo Beverages
• Proprietary technologies
• Exclusivity
• Product development
• Marketing innovation
• Bluefin
• Buddy Media
• Facebook
• Twitter

11. Recent Activations
WeWork Labs Roundtable
WWL Roundtable
• Roundtable at WeWork Labs bringing
together start-ups and the Consumer
Engagement team
• Presentations by Consmr, Style
Musee, Go Chime, FanBridge,
Fun.org, Bre.ad, Almost Famous
• Pepsi Consumer Engagement team
participants included members of
the Digital, Cultural Branding and
Media teams
• Agency participants included Ignition
Factory and Deep Focus

12. Recent Activations
SoundCTRL FlashFWD Awards, May 15th
Internet Week NY 2012
• Participated in Music: Tech panel
discussions (Richie Cruz, Andrea
Harrison)
• Presented Audience Award to Band
Page
• Announced Pepsi Digital Labs
• Provided beverages product for
event
• Provided VIP tickets to music start-
ups from WeWork Labs

13. Recent Activations
WeWork Labs Demo Day, May 16th
Internet Week NY 2012
• Hosted Demo Day for IWNY
attendees, WWL members and
Digital Engagement Team
• WWL company demos:
Consumr
BrunchCritic
Munchly
ReadSocial
Tripl
HomeSwap

14. Seed Angel Series A
Sample Portfolio Companies

15. Thank You!
@andreaharrison
@PepsiLabs