PepsiCo

FAQ

What is PepsiCo10?

PepsiCo10 is a programme created to discover and support up to 10 emerging and innovative technology companies, and to give them an opportunity to deliver brand-led programmes in the UK, whilst receiving support and guidance from industry-leading mentors. Initially launched in the US last year, it is now being expanded to Europe.

Why is PepsiCo launching this initiative in Europe?

Last year’s inaugural PepsiCo10 was very successful, and we received over 400 innovative applications. Amongst the winning technologies was Evil Genius Designs, a mobile gaming platform which PepsiCo worked with to develop a game focused on driving awareness of multiple PepsiCo products.

Last year’s competition gave us a chance to experiment with some of the best and brightest digital entrepreneurs in the US. We now look forward to exploring and cultivating the emerging tech and start-up landscape in the UK and Europe.

Is PepsiCo10 a contest?

PepsiCo10 is an open request for proposals. It aims to encourage small media and technology companies, helping them to demonstrate and realize their innovations and ideas, whilst being supported by mentors from top media and digital consultancies.

We have issued guidelines to help potential applicants understand the types of technologies and companies that are appropriate for this project.

What type of PepsiCo10 projects are you looking for?

We are looking for projects that meet the following minimum requirements:

• Early-stage: The company must be in an early stage [meaning, that it has been in the marketplace for less than two (2) years as of 1st June 2011].
• Technology business: The company has a demonstrable business technology or application. No agencies or consultancies please.
• Ready-to-go: A viable product or service ready for business application. The product must have been publicly launched or be in beta ready for immediate launch.

What are the benefits of taking part in this initiative for small start-ups?

PepsiCo10 allows us to provide start-ups with access to our brands and gives them an opportunity to accelerate their business and share ideas and solutions with some of the top brand marketers and media consultants. We also provide our companies with access to major European media titles, who may wish to maintain their relationships independent of their pilot programme with PepsiCo.

What are the benefits for PepsiCo?

Working with the PepsiCo10 helps our brand and marketing teams stay at the cutting edge of consumer engagement.

Digital is a dynamic and increasingly important area for innovation, and as a company that thrives on innovation, we wish to continue harnessing the emerging tech and start-up landscape to cultivate the next generation of digital pioneers. For example, last year we successfully launched Mountain Dew in the UK solely through digital media. Other initiatives include Walkers ‘Do Us a Flavour Campaign’ and Gatorade’s Mission Control Centre, a room in the Chicago headquarters dedicated to monitoring the brand and engaging with consumers, in real time across social media.

Is there any prize money involved?

Each of the final PepsiCo10 will receive £10,000 to help support the future development of the company. In addition, they will be able to share and develop ideas and solutions with some of the best brand marketers and media consultants in the business.

Outside of this prize money and small "out of pocket" costs, companies will not be paid for the first PepsiCo10 pilot.

Will there be one overall winner?

Up to 10 emerging technology companies will be named the PepsiCo10. Each will be given the opportunity to deliver a pilot programme with one of the PepsiCo brand teams.

The Entry Process

Where do entrants have to go to pitch their presentations?

Successful applicants will go through a series of rigorous assessments. The 40 companies will be invited to submit video presentations, which will be judged by senior brand representatives from Pepsi-Cola, Walkers , Tropicana and Quaker, as well as experts from OMD, Wired, Highland Capital Partners, Mashable, and Weber Shandwick. Additional information about the application process will be announced once the shortlisted companies have been selected.

How are the applicants selected?

Small media and technology companies submit an online application at www.pepsico10.com by selecting one of five subject categories: social media, mobile marketing, place based technology, digital video and gaming or learning platforms. We will evaluate candidates on their ability to impact our brands and/or to further our Performance with Purpose priorities: human sustainability, environmental sustainability and talent sustainability.

Successful applicants will go through a series of rigorous assessments and 40 companies will be invited to submit video presentations, which will be judged by senior brand representatives from Pepsi-Cola, Walkers, Tropicana and Quaker, as well as experts from OMD, Wired, Highland Capital Partners, Mashable, and Weber Shandwick.

Are you looking for any particular attributes in the candidates?

We are looking for small media and technology companies who have developed innovative digital or social media technologies or products. We’ll evaluate proposals on the entrant’s ability to impact our brands and further our Performance with Purpose priorities: human sustainability, environmental sustainability and talent sustainability.

What are your criteria for entry?

We are looking for emerging technologies and start-ups that meet the following requirements for entry:

• Early-stage: The product or service must be in an early stage, meaning, that it has been in the marketplace for less than two (2) years as of 1st June 2011
• Technology business: The company must have a demonstrable business technology or application. No agencies or consultancies should apply
• Ready-to-go: A viable product or service ready for business application. The product must have been publicly launched or is in beta ready for immediate launch.

This year, we will be recruiting small start-up companies from across Europe. The pilot projects will be undertaken with PepsiCo brands in the UK.

Who are the judges?

Our judges represent some of the leading brand marketers and media consultants in the business. They include senior representatives from OMD, Wired, Highland Capital Partners, Mashable, and Weber Shandwick and senior brand managers from PepsiCo’s brand teams, including Pepsi-Cola, Walkers , Tropicana and Quaker.

How long will the partnerships last?

We commit to running a pilot with the participating brand or technology within one year’s time. The length of the partnership depends on the specific pilot programme and the partner PepsiCo brand. Previous PepsiCo10 companies have established lasting relationships with PepsiCo across multiple brands.

Do entrants get to choose which brands they work with?

No. We will match them based on the appropriateness of the technologies and how they fit with the individual brand’s needs and communications objectives.

What type of start-ups applied last year?

We had over 400 innovative applications which we narrowed down to 10. Amongst the winning technologies was Evil Genius Designs, a mobile gaming platform which worked with PepsiCo to develop a game focused on driving multiple PepsiCo products. Other winning technologies included a social music experience for teens which allowed them to form virtual bands with friends, create original songs and compete; as well as the first pay-at-the-table and digital promotion TableTop platform that used wireless touch screen technology to provide a convenient, interactive ordering and check-out experience. Click here to learn more about last year's PepsiCo10.

What are last year’s winners doing now?

Since launching in the US market last year, PepsiCo has completed, or is close to completing, 10 pilots with PepsiCo10 across their US brands. These winning technologies include:

• Tongal, a video sharing platform which is currently sourcing animation video for the Brisk Tea brand
• BreakOut Band, a collaboration music platform which worked with Pepsi Max to execute at the South by Southwest interactive conference and music festival
• Evil Genius Designs, a mobile gaming platform which PepsiCo worked with to develop a game focused on driving multiple PepsiCo products

Do you offer on-going support once the pilot projects end?

By taking part in PepsiCo10, companies gain unparalleled access to our brands, giving them a unique opportunity to accelerate their business and share ideas and solutions with some of the best brand marketers and media consultants. We help provide small start-ups with the resources and experience they need to take their technologies further. We also provide our companies with access to major European media titles, who may wish to maintain their relationships independent of their pilot programme with PepsiCo, and of course, to last year’s PepsiCo10.

What is the role of your venture capitalist firm Highland Capital Partners?

Highland Capital Partners sees the partnership as an opportunity to nurture the start-up community, bringing ideas to scale and providing insight on how these companies can obtain financing to propel their ventures beyond a pilot with PepsiCo. PepsiCo10 enables Highland Capital Partners to experiment with some of the best and brightest digital entrepreneurs.

What PepsiCo brands are participating in PepsiCo10?

Participation from brands will depend on brand team availability and appropriate matching of technologies with brand needs, but may include one or more of the following:

• Pepsi-Cola
• Walkers Snacks
• Tropicana
• Quaker

What countries are eligible for the PepisCo10?

This year, we will be recruiting small start-up companies from across Europe. The pilot programmes will then take place in the UK.

Why are you only launching it in Europe?

PepsiCo10 2011 is the second in a series of launches that will eventually span all regions.

Do you have any plans to launch it elsewhere in the future?

Future targets may include Latin America and other countries in Asia.

Is PepsiCo going to invest in my company?

No, PepsiCo is engaging PepsiCo10 companies to implement pilot programs for ‘ready-to-go’ consumer technologies. There is no guarantee that participation in the program will lead to future engagements with PepsiCo or investment by PepsiCo or any of its partners.

PepsiCo takes no equity in the 10 chosen companies ensuring you maintain complete ownership, and approach PepsiCo10 in the spirit of partnership investing resources to maximize the pilot programmes for both the start-ups and PepsiCo brands.

What type of confidentiality protections will I have?

PepsiCo makes no commitment to maintain the confidentiality of an application or business proposal during the application and selection process. A participant should only provide materials if the participant is comfortable sharing this information. All financial information provided to PepsiCo under the submission guidelines will be held in complete confidence and will not be disclosed to any parties not directly involved in the PepsiCo10 selection process.

What type of exclusivity is expected?

The PepsiCo10 will not work with other food and beverage companies during the implementation of a pilot programme. If a company cannot agree to this exclusivity, it may not be eligible for participation.

After I submit my application, what are the next steps?

PepsiCo and its partners will choose 40 applicants to submit a Video pitch presentation on how they will work with PepsiCo and how PepsiCo brands can potentially leverage their technologies. From there, the field will be narrowed to 20, which will be voted on by our panel. After the voting, up to 10 applicants will be selected as the PepisCo10. PepsiCo retains sole and absolute discretion in selecting the companies that will take part in the program and reserves the right to cancel, modify or postpone the program at any time. There are no guarantees that any technology will be implemented during a pilot programme with PepsiCo.

The timeline for the program is as follows:

• Start-up Submissions Open: 1st June 2011
• Deadline for Submissions: 15th July 2011
• 1st Round Selection Phase: 15th July – 12th August
• Successful 1st Round Start-ups Notified: 15th August
• Deadline for 2nd Round Pitch Presentations: 2nd September
• Final Selection Phase: 5th - 18th September
• PepsiCo10 Selected: 19th September
• Pilot Programs Launch: October 2011

If I am selected to be in the PepsiCo10, what agreements will I have to sign?

If you are selected to be a part of the PepsiCo10, you and PepsiCo will enter into an engagement agreement that will detail the rights and responsibilities of the parties.

Where can I learn more?

Please visit the PepsiCo10 Terms & Conditions for additional details.