PepsiCo LAB

PepsiCo LAB is a corporate accelerator for startups developing innovative food and beverages and innovative IT-solutions for marketing, sales and back-office.
Acceleration
improvement of your business
model through an intensive
3-month program
Experts
work with 50+ leading experts and coaches from the industry
Pilot project
possibility to launch
и and gain financing
a pilot project
Contract
chance to acquire
a long-term contract with PepsiCo
Scaling
access to distribution channels
and international markets

Goals

of PepsiСo LAB

The aim of PepsiCo LAB accelerator is to provide a mutually beneficial partnership between PepsiCo and startups, as well as support entrepreneurs in taking their startups to the next level. Participants of PepsiCo LAB accelerator can gain access to PepsiCo’s ecosystem, experts, distribution channels, and international markets. This opens the door for a broad range of possibilities for food and beverage product testing and technological solutions.

We invite startup teams, developing food products and innovative IT-solutions focused on: interacting with consumers and clients, data collection and analysis, human resource management, point of sale efficiency enhancement and automation of business processes.

Message from Silviu Popovici, President PepsiCo Russia, Ukraine and CIS, to all applicants of PepsiCo LAB

Choose your track

We are searching for innovative food products:

  • Healthy and  nutritious snacks
  • Modern and traditional dairy products
  • Juices and non-alcoholic beverages
  • Cross-category products within categories listed above
Choose

We are searching for technological solutions for:

  • Communication with consumers and clients
  • Data collection and analysis
  • Human resource management and back-office efficiency enhancement
  • POS efficiency enhancement
  • Supply chains, distribution and logistics
Choose
Apply
April 10th — May 31st
Apply
Submit an application before May 31st 2017!
from April  10th — to July 5th
Applications assessment
Complete a 6 stage remote training and selection program. One month after applying for the program present your product and your team to PepsiCo’s experts, describe your target-audience, develop project business model and create a marketing concept. For the best 25 projects we will conduct market research to help with further development of the product during acceleration. Based on the results of the research, we will invite the best 20 projects to participate in Demo Day to help these projects prepare their presentations.
July 11th
Demo Day of the selection
The top 20 teams will present their startups to top-managers of PepsiCo during Demo Day and will get a chance to enter the PepsiCo’s accelerator program free of charge. Up to 15 teams will be selected for participation.
From July 26th to October 18th
Accelerator
Upgrade your product, marketing and sales during the course of 3 months. Intensive trainings will be designed by leading market experts that are tailored to the needs of each PepsiCo Food LAB accelerator participant. You will further develop positioning, branding and packaging of your product, enhance its taste and texture, prolong its shelf life as well as launch commercial prototypes in order to meet distributors and prepare for the test market.
October 20th
Demo Day of the accelerator
Participants of the Food LAB present a market-ready product.
From November 1st to January 17th
Test market
Launch the sales of the improved product and prove its potential. Plan and launch test sales using diverse ways of merchandising. Achieve better sales and improve marketing events’ efficiency.
January 26th
Demo Day of the test market
Graduates of the accelerator present mass-sales/scaling-ready product to top-managers of PepsiCo.
February 2018 onwards
Scaling
Top teams will get an opportunity to further develop their business in partnership with PepsiCo.
We are searching for innovative solutions in the following areas:
  • Healthy and  nutritious snacks
  • Modern and traditional dairy products
  • Juices and non-alcoholic beverages
  • Cross-solutions between the categories of products listed above
If you are not sure whether your startup corresponds to one of the tracks, send us an email.
Requirements for startup teams:
  • The solution should correspond to one or multiple tracks.
  • Startup should have at least a basic prototype of the product.
  • At least one team member is fluent in Russian.
  • A participant of the accelerator can legally stay in Russia for the duration of the program.
  • At least one team representative should be able to participate in all the on-site events of the accelerator.
Terms and Conditions
  • Participation in the program is free for all startup teams (up to 2 team members per team).
  • For teams from all regions of Russia, except Moscow Region, and also for teams from other countries (selected to take part in accelerator’s on-site stage) organizers cover the cost of transfer and accommodation during the accelerator’s on-site stage in Moscow (for one team member).
Terms and Conditions Apply
Apply
April  10th — May  31st
Apply
Submit an application before May 31st 2017!
June 7th — July 5th
Pre-accelerator
Complete the month-long online pre-acceleration program. Watch video-seminars, pass specialized tests, receive feed-back from experts and improve your startup. Teams that complete the pre- accelerator and obtain high scores will be able to present their startups to the PepsiCo at a pre- accelerator demo day.
July  10th
Pre-accelerator Demo Day
ПPresent your product/solution for the PepsiCo top managers. The top 20 teams will be invited to take part in the offline acceleration program.
July  26th  — October  18th
Accelerator
Learn how to work with PepsiCo!
Take part in master-classes, work individually with a coach and PepsiCo experts, test your solution, set goals and achieve them. Complete a 3-month intensive program and find opportunities for a profitable cooperation with PepsiCo.
October  19th
Accelerator Demo Day
Tell us about your achievements.
Show us your pilot project plan, , startup development roadmap, and make it into the next stage of the program with PepsiCo. Receive the opportunity to sign a contract with PepsiCo and gain funding for further development of your startup.
November 1th 2017 — January 17th 2018
Pilot project
Реализуйте свое решение с PepsiCo!
Show the results of your pilot project with PepsiCo, outline the plan for scaling your startup and gain the opportunity to sign a contract with PepsiCo.
January 25th
Pilot project Demo Day
Show the results of your pilot project with PepsiCo, outline the plan for scaling your startup and gain the opportunity to sign a contract with PepsiCo!
From February 2018 onwards
Scaling
Sign a contract with PepsiCo based on the results of the pilot project launch, integrate your solutions into PepsiCo business and scale your technology to foreign markets!
We look for solutions in the following areas:
Interactions with  consumers
and clients
  • Platforms and tools to work with the consumers, targeting and retargeting test
  • New content delivery systems, including VR/AR, chatbots and AI, content-platforms, games and digital
  • Tools and platforms to cooperate with the partners/side companies, cooperative promotion actions
Human resource management and  back-office efficiency enhancement
  • Labor processes and human resources analysis. Time control systems and production planning
  • "Smart" assistants – back-office tasks automatization and outsourcing
  • Hiring process improvement
  • Systems of corporate education and employee development
POS
efficiency
  • Decisions for automatization of merchandise, responsible parties search and project optimization
  • Control/incensement of stock with the help of "smart" systems (recognition of shelf, rack, cooler images)
  • Project placement and sales impact efficiency monitoring and analysis
Data collection
and analysis
  • Bigger data aggregation, analysis, segmentation, visualization. Tools for gathering/outsourcing of analytic tasks
  • Systems of automated tracking and information search about POS, partners and competitors
  • Systems of file and information control, including aggregation, storage and search
  • Solutions for stock and supply forecast
  • Measurement and analysis of new digital promotional content delivery systems for the clients
  • Analysis of the production and logistics processes efficiency
Supply chains,
distribution and logistics
  • Recommendation and sales help systems with the usage of internal and external data
  • Intellectual product tracking from the point of production to the points of sales and to the house
  • Tools and platforms for the POS cooperation aimed at the sales increase
  • Decisions for the production and logistics process upgrades
If you are not sure whether your startup corresponds to one of the tracks, send us an email.
Requirements for the startups:
  • The solution should fit into one or multiple tracks listed above.
  • The startup should have at minimum, a prototype of a solution or product.
  • At least one team member is fluent in Russian.
  • A participant of the accelerator is legally allowed to be in Russia for the duration of the offline program (3 months).
  • At least one team representative should be able to participate in all of the on-site events of the accelerator.
Terms and Conditions
  • Participation in the program is free for all startup teams (up to 2 team members per team).
  • For teams from all regions of Russia, except Moscow Region, and also for teams from other countries (selected to take part in accelerator’s on-site stage) organizers may cover the cost of transfer and accommodation during the accelerator’s on-site stage in Moscow (for one team member).
Terms and Conditions Apply

Experts

About PepsiCo

Operators

The accelerator is organized by PepsiCo together with partners:
Center of culinary startups Mabius is the first business-incubator in the field of food products in Russia. The aim of the center is to help companies launch new business and scale the solutions they already have. The Mabius team are the best food industry experts, from scientists and marketing specialists to food technologists and distribution experts.
Global Venture Alliance (GVA) — is an international company that develops a global innovation ecosystem, creates acceleration programs for startups, educational courses for corporations and investors and actively invests into startups through its venture funds. The company has a wide expert network in the field of cutting-edge-technology in multiple verticals.

Programm partners

Media partners

FAQ

General information

What is PepsiCo LAB?

PepsiCo LAB is a corporate accelerator for startups developing innovative food and beverages and innovative IT-solutions for marketing, sales and back-office. PepsiCo LAB was launched by PepsiCo company in collaboration with partners: GVA and Mabius. The accelerator is split into two tracks: Tech LAB and Food LAB..

What benefits do I get from participating in the accelerator?

By participating in the accelerator, you will get an opportunity to launch a pilot/test market with PepsiCo as well as to get it funded. You will also have an opportunity to sign a long-term contract with PepsiCo. Participants will get intensive training, master classes and seminars from leading industry experts, great opportunities for scaling their business, access to distribution channels and international markets.

Is the program organized only by PepsiCo Russia or by the global PepsiCo food and beverage company?

The organizer of this program is PepsiCo Russia, Ukraine and CIS, represented by PepsiCo Holdings LLC. However, participation in the accelerator presents opportunities for international expansion.

Schedule

When will PepsiCo LAB accelerator take place?

PepsiCo LAB time schedule is different for Food LAB and Tech LAB..
Tech LAB schedule:
Applications submission: April 10th till May 31st 2017
Pre-accelerator: June 7th till July 5th 2017
Pre-acceleration Demo day: July 10th 2017
Accelerator: July 26th till October 18th 2017
Acceleration Demo day: October 19th 2017
Pilot testing: November 1st 2017 till January 17th 2018
Pilot Demo day: January 25th 2018
Scaling: starting from February 2018

Food LAB schedule:
Applications submission: April 10th till May 31st 2017
Remote program – June 2017
Selection Demo Day: June 11th 2017
Accelerator: July through October 2017
Acceleration Demo Day: October 20th 2017
Test market: from November to January 2018
Test market Demo Day: January 26th 2018
Scaling: starting from February 2018

Geography

Where will PepsiCo LAB be held?

The accelerator (except for remote stages like pre-accelerator) will be held in Moscow. Detailed information will be sent to the participants separately.

Will I be able to participate in PepsiCo LAB accelerator, if I live outside of Moscow or Russia?

Yes, you will be. We invite startups from all over the world to participate.

I live in another city/country. Will the organizers provide me with tickets and accommodation in Moscow?

For teams from outside of Moscow region and from other countries (that were selected for the offline part of the accelerator) organizers will cover the cost of the trip to Moscow as well as accommodation during the offline program in Moscow. The costs will be covered for one team member only**. After receiving a confirmation of your participation in accelerator’s offline program you should contact the operator of your track right away (until July 21st) and discuss the details of your trip to Moscow.
* The cost of team’s trip for the Demo Day on July 10th and 11th is not covered by the organizers.
** Total amount that can be covered by the organizers is limited.

I am not from Russia. Will the organizers issue a visa for me?

Obtaining a visa is your responsibility. However, we can help you by providing an invitation letter.

What is the official language of the PepsiCo LAB accelerator?

The official language of the program is Russian. Therefore, at least one team member must speak fluent Russian. Mastery of English language is welcome.

Requirements for startups

Which requirements should my startup meet in order for me to participate in PepsiCo LAB?

• Startup should be ready for acceleration, have a ready product/solution or at least a functioning prototype of a product (MVP), first sales..
• The solution/product must match the tracks. The tracks are described here (a link to “Choose your track”) здесь.
• Ability to have at least one team member participating in all events of PepsiCo LAB accelerator..
• Participants must have a legal right to stay in Russia during the offline acceleration program..
• At least one team member should speak fluent Russian. .
You can get acquainted with a full list of requirements by downloading the Terms and Conditions document on your track’s page (Food LAB and Tech LAB)

How many people from one team can participate in PepsiCo LAB?

At least one team member should take part in the program and a maximum of three members is allowed. - 3

My team consists of only one person (me). Can I participate?

Yes, you can. However, it will probably be more difficult for you to complete the program, than for other teams.

I won’t be able to send the required information/complete the pre-accelerator stage/answer the organizers’ questions in time for a justifiable reason. What should I do?

You should contact the operator of the track you applied for (Tech LAB or Food LAB), as soon as possible, using the corresponding contact information and inform them about your situation.

I am involved in several startups. Can I send several applications?

Only one application will be accepted from each person. Participation of one person as a part of several teams will also be impossible. If you have several products/solutions, which meet all the requirements of PepsiCo LAB, you should have a separate representative for each product/startup. .

Can I be expelled from PepsiCo LAB accelerator?

Yes, you can. Expulsion can be the result of violation of terms and conditions (for example: non-attendance of master-classes and other events, systematical rejection of expert’s recommendations without explanation etc.)

Are there any age limits for participants?

For you to participate in PepsiCo LAB, you should be at least 18 years old. There is no upper age limit for participants.

Financial and legal aspects

What is the cost of participation in PepsiCo LAB?

Participation in PepsiCo LAB is free.

Does the organizer demand a share in a startup for participation in PepsiCoLAB?

No, participation in the accelerator does not require a transfer of a startup’s share to the organizer.

I am worried for my idea. What if the organizer will steal it and develop it without me?

It is quite impossible. Accelerator is aimed at finding new solutions as well as teams that will bring them to life. The organizer is not expecting any transfer intellectual property from the participants. You provide only the information that you feel comfortable sharing.

Will PepsiCo finance/invest in the selected startups?

Yes, accelerator provides the participating startups with an opportunity to gain funding after completion of the offline program. The conditions of the possible funding/investments will be discussed with each startup separately.

Will a contract be signed between the participant and the organizer (PepsiCo LAB)?

When applying for participation in the program you agree with the Terms and Conditions, that are published on the PepsiCo LAB website. In case of launching a pilot project/test market with PepsiCo further terms of cooperation between the team and PepsiCo are discussed individually.

Do I assign the intellectual property rights to the organizer (PepsiCo LAB)?

No, the intellectual property rights are not assigned to the organizer. Limited license to use the intellectual property can be assigned to the organizer for a purpose of a test launch of the product or pilot..

May I complete an acceleration program with PepsiCo or receive experts’ advice, which you offer during PepsiCo LAB, separately for a fee?

No, we do not provide private commercial startup acceleration services. All the services will be provided only to selected teams and free of charge.

Application procedure

What should I do to participate in PepsiCo LAB?

You should choose a track (Food LAB or Tech LAB), corresponding to the solution that you are developing and fill out the application form (If you are applying for Tech LAB do not forget to attach a presentation of your startup to the application).

What kind of information should the presentation for Tech LAB application contain?

The presentation should be in PDF format and contain slides with the following information: short description of the startup (should include value proposition), problem, solution, market, business-model, competition analysis, finances, team, roadmap for the upcoming year. Number of slides – up to 10. File size should not exceed 10MB.

How will I find out that my application form has been received?

You will receive an automatic confirmation email on the address stated in your application form.

How and when will I find out that my application is examined and I am invited to participate in PepsiCo LAB?

All applications that we receive will be examined. You will receive an email with the information about the results on the address stated in your application form until June 5th.

I did not receive a confirmation-letter for my application. What should I do?

You should contact the operator of the track you applied for (Tech LAB or Food LAB) using the corresponding contact information on the website.

I did not receive a letter with the results of the selection process until June 5th. What should I do ?

If you didn’t receive the letter with the information about the results of the examination of your application up to and including June 5th , you should contact the operator of the track you applied for (Tech LAB or Food LAB) using the corresponding contact information on the website. .

What should I do, if I filled out the application form incorrectly?

You should contact the operator of the track you applied for (Tech LAB or Food LAB) using the corresponding contact information and inform them of the mistake. .

What should I do, if the “Apply” button (or any other button on the website) doesn’t work?

You should contact the operator of the track you applied (Tech LAB or Food LAB) using the corresponding contact information. We will fix the problem as soon as possible.

Can I apply using a mobile device?

Yes, it is possible. However, it will be more convenient for you to apply from a PC, especially for Tech LAB applicants, since you will have to attach a presentation to the application form.

Assessment and selection of startups

Who will assess and select startups for participation in PepsiCo LAB?

Assessment and selection of applications will be carried out by a special committee, consisting of PepsiCo LAB experts.

Tech LAB program

Tech LAB pre-accelerator

What is Tech LAB pre-accelerator?

Tech LAB pre-accelerator is a PepsiCo LAB offline program, which will be conducted through a special online-platform, enabling participants to gain access to seminars and work assignments from any corner of the world. Pre-accelerator program will consist of eight thematic modules (2 modules per week). During each module participants will get access to a video lecture, a test and a list of questions regarding their startup (Extended profile). To successfully complete the pre-accelerator program startup teams will need to watch video lectures, complete the test and fill out the Extended profile for each of 8 modules.

How will a startup be assessed and scored during the pre-accelerator?

The information, provided by the startup teams, will be assessed and graded by PepsiCo experts. After full completion of all the modules by the teams, each startup will receive an overall score. This score will be a key factor affecting startup’s transfer to the next stage of the accelerator. M
More information regarding the pre-accelerator and participation terms will be provided in a separate document, that will be emailed to the selected teams.

When will the pre-accelerator be held?

>Pre-accelerator starts on June 7th and continues up until July 5th 2017.

Where will the pre-accelerator take place?

Pre-accelerator program will be conducted via a special online-platform, which means you can access the program from any location by logging into your personal user-account. Each startup team selected for participation, will receive access to the online platform via email. .

What is the pre-accelerator for? ?

The goal of the PepsiCo LAB pre-accelerator is to gather complete information about the business-component of each startup, evaluate the dynamics of the team and assess the progress made during the offline stage of the accelerator. Additionally, the status and functionality of your solution/product will be used to decide whether your startup is fit for the next stage of the PepsiCo LAB accelerator. Moreover, the pre-accelerator will provide each startup team with the basic knowledge and skills necessary for developing their startup. Filling out the extended profile will give the teams an opportunity to gather feedback from PepsiCo’s experts.

How many startups participate in the pre-accelerator?

No more than 50 startups will be invited to take part in the offline program.

What happens after the pre-accelerator?

20 teams will be invited to participate in “Demo Day” in Moscow and present their startups to a panel of PepsiCo experts. Based on results of “Demo Day”, startups will be selected for the offline acceleration program in Moscow.



Tech LAB acceleration program

What is Tech LAB acceleration program?

It is a three-month-long offline acceleration program that includes individual work with coaches and experts, progress check (traction) meetings, weekly goal setting for developing your business and cooperation with PepsiCo, lectures and master classes from leading industry experts. The main goal is to help the startups upgrade their product and to prepare it for a pilot project with PepsiCo.

Where and when will the Tech LAB acceleration program be held?

The Tech LAB acceleration program will be held in Moscow from July to October 2017. We will inform the selected participants about the precise location and dates.

How many startups will participate in the offline Tech LAB acceleration program?

Up to 20 startups will participate in the Tech LAB offline program.

Who will be working with startups during the acceleration program?

During the program, 50+ experts, specializing in different aspects of business, and a team of business coaches will be working with the teams. Experts from PepsiCo and track operators will contribute to the program.

Should the whole startup team attend the offline program?

No, a team should be represented by at least one team member during all the events of the offline acceleration program. Up to 3 team members can participate.

I must leave the acceleration program for some time for a justifiable reason. What should I do??

You should immediately inform your track operator about it and ensure the attendance of the lectures and other events by a fellow team member. You can be absent for a maximum of 10 days, after the expiration of this period the organizers have the right to expel you from the accelerator.

Can we take turns with the other members of my team attending the lectures and other events of the program?

Yes, you may do so. However, its more productive if the same member(s) attend all the events.

How will the finalist be selected?

A Demo Day will conclude the offline program. During this event all participating teams will give a five-minute pitch presentation of their solution/product, during which a report on their achievements during the accelerator and plans for a pilot project with PepsiCo shall be presented.

What happens after the offline accelerator?

Startups, selected during the Demo Day, will receive an opportunity to launch a pilot project of their solution with PepsiCo.


Tech LAB pilot project and scaling

Who will be able to launch a pilot project with PepsiCo?

Startups selected by a panel of judges based on the results of the Demo Day held in October.

What is the time frame of the pilot product launch with PepsiCo?

The initial time-frame of the pilot projects is November 2017 through February 2018.

What happens to the teams that successfully complete the pilot project stage?

Based on the results of the pilot project several teams will be selected and offered a contract with PepsiCo and/or a grant for business development.

Food LAB program

How will startups be selected for the Food LAB track?

After applying for participation, you will have to submit an extended resume, as well as present the product and your team remotely or by visiting our office. Startups, selected by PepsiCo experts, will obtain access to a remote training and selection program. Remote program will include a set of educational courses, tests and practical tasks, developed by our experts for an in-depth analysis of your project. ATTENTION: in order to continue to the next stage of the acceleration program you must complete all tasks of the remote program within the provided deadlines.
During the program you will present your product and your team, describe your target-audience, outline your business model and create a marketing concept. For 25 selected teams we will conduct market research to help with further development of the product during acceleration. Based on the results of the research we will invite 20 teams to participate in the Demo Day and help these startups prepare their pitch-presentations.

How will a startup be scored and selected?

The results of tests and practical tasks during each stage of the program will be scored by experts. Teams, which have failed to complete the stage successfully and in time, will automatically drop out of the program. Teams, which have successfully completed the stage, will continue to the next one. For the 25 selected startups we will conduct market research, which will help to objectively evaluate the market potential of their products. Results of the research and the experts’ scores will be used to select 20 participants in the Demo Day.

When can I apply for the Food LAB program?

Applications will be accepted starting April 10th until May 31st. The assessment and selection will continue from April 10th till July 5th 2017.

What is the training and selection program for?

The program pursues 2 goals
1) to help you get the necessary knowledge and skills for a successful presentation of your project at Demo Day and following participation in the Food LAB acceleration program.
2) 2) to get the detailed information about the startup and the team, rate the potential of the product and select the best to be included in the Acceleration program.

What happens after the selection process?

Based on the results of the selection program, 20 startups will be invited to the offline Demo Day in Moscow to present their products in front of a panel of PepsiCo experts. According to the results of the Demo Day up to 20 startups will be invited to take part in the offline part of the Food LAB acceleration program..

Food LAB Acceleration program

What is the Food LAB Acceleration program?

It is a three-month offline program, adapted to your project's goals. The program includes regular goal setting meetings and progress control, lectures and individual work with PepsiCo LAB experts in food industry, marketing, sales etc. The goal of the program is to help you improve the product within a short timeframe, get it ready for the test sales and show achieved results at Demo Day.

When and where will the Food LAB acceleration program be held?

The acceleration program will be held in Moscow starting July and finishing in October 2017. The exact time and place of the program will be provided to the selected teams.

How many startups will participate in the offline Food LAB acceleration program?

Up to 20 startups will take part in the offline program.

Should the whole startup be present during the on-site acceleration program?

No, a team should be represented by at least one team member during all the events of the offline acceleration program. Up to 3 team members can participate.

How will the participants of the test sales be selected?

The offline acceleration program will be concluded by a Demo Day, where startups will present their products and achievements during the accelerator as well as provide their plans for the test sales. Following the results of Demo Day PepsiCo experts will select startups for test sales.

What will happen after the acceleration program completion?

The startups, selected during Demo Day, will be offered an opportunity to launch test sales with the support of PepsiCo

Food LAB piloting and scaling.

Who will be able to start test sales with PepsiCo?

The startups that have successfully completed all stages of the acceleration program and have been selected during Demo Day will get a chance to start their test sales with PepsiCo.

What is the time frame of the test sales with PepsiCo?

The preliminary time frame is November 2017 - January 2018.

What happens to the teams that successfully complete the test sales stage?

Based on the results of the test sales, PepsiCo experts will select teams for further cooperation with PepsiCo. Conditions of such cooperation will be worked out with each team individually.

Contacts

If you have any questions about the requirements, opportunities and participation terms, please, check our FAQ.

If you still have questions, you can contact us:

User agreement

FOOD LAB

Mikhail Zabelin
+7 499 391 80 96
TECH LAB

Oleg Merkulov
+7 965 249 32 64