What tips would successful multi-national innovators have to give us on putting new business models to work under harsh constraints? Are developing or non-existent markets, the absence of an electric grid, or extreme weather conditions your enemies or allies, and how do they encourage entrepreneurial re-invention from the ground up?

1. Working with Constraints:
Putting New Models to Work
Lewis Perkins, Cradle to Cradle Products
Innovation Institute
Jeff Seabright, Coca-Cola
Amy Chen, PepsiCo

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Working with Constraints:
Putting New Models to Work
Amy Chen
amy.chen@pepsico.com
June 6, 2013

4. 4

5. In November 2008,
PepsiCo Associates asked
a simple question:
How can we engage
more meaningfully
in inner city
communities?
Detroit, Michigan 2009

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1. Get in the field, early and often
FACTS
• 40 Million Americans are living in Poverty
• 80% of the Poor Live in Urban Areas
• 72% of the poor are employed, and they
work 1.25 Jobs on average
• Supermarkets are 4 times less likely in
African American neighborhoods
• Higher incidence of diet-based health
issues like diabetes and hypertension
Vs.
STORIES

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2. Define success criteria and rules of
engagement
What you want to do How you want to do it
Help improve access to
nutrition
Support local economic
development and job
creation
Actively engage with the
community
Learn by doing… and
create a learning lab
within PepsiCo
Develop a sustainable
business model

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3. Start Small (and Fail Fast). Repeat.

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4. Dream big… just in case your dreams
come true
Since 2009, Food for Good has:
• Served 1.5 million meals
• Created hundreds of summer jobs
• Provided physical activities + safe
place to play to thousands of kids
• Helped PepsiCo “learn how to
learn”

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Amy Chen
amy.chen@pepsico.com