PURPOSE & PROFITMELISSA JUN ROWLEY

CEO OF HUMANISE, INC. / CO-FOUNDER, THE TOOLBOX

T H E R E H A S N E V E R B E E N A

B E T T E R T I M E O R M O R E

C R U C I A L T I M E F O R S T A R T U P S

A N D B R A N D S T O P A R T N E R .

W H E N I S I T A G O O D T I M E T O P A R T N E R W I T H A B R A N D ?

E X A M P L E S

Consulting firm Accenture launching a Fintech accelerator in Dubai.

MasterCard and Barclays both have accelerator programs that give them access to startups innovating in fintech

GE has an openinnovation challenges

Unilever first ever co-working space in Singapore, Level3.

Motorola recently launched the Motorola Moto Mods

E X A M P L E S

IBM announced 3 partnerships with startups to develop applications that use its Watson technology

to "ultimately transform the future of sports."

(USAID)’s Development Innovation Ventures (DIV) initiative has invested $100,000 in mWater, a non-profit tech startup

testing and analyzing local water sources.

Coca-Cola supports UP Global network – which combines Startup America’s expertise with the impact and reach of Startup

Weekend’s networking and hands-on collaboration programs – as its first non-technology partner.

Uber & NFL Players Association to produce a special service for NFL players to use the app to call for rides

and avoid driving under the influence.

E X A M P L E S

A reverse pitching event, where “established companies pitch funded innovation projects to qualified startups looking for great partners.”

The startups can infuse agility, creativity, innovation and a fresh, forward-thinking perspective into the big brands.

• What is your Core Value Proposition?

• Which are the (3) top partnerships you want to close this year and why?

• What’s your company’s culture? Does it align with your potential partner’s culture?

• What is your creative/tech advantage. What’s secret sauce?

• What value do you bring to consumers / end users?

• How do you work for Customers? Partners? Stakeholders?

• How do they benefit?

• How do you differentiate from an existing way of doing business? Competitors?

• How are you monetizing?

• Why is your product better than anything else out there?

• Why are you doing this?

H O W C A N Y O U M A K E T H E S E P A R T N E R S H I P S P U R P O S E - D R I V E N ?

A N S W E R T H E S E Q U E S T I O N S .

WHAT

HOW

WHY

D O Y O U R H O M E W O R K

Contact these

accelerator

programs.

Get in front of

brands at pitch

events and

conferences.

Identify and

reach out to

people at big

firms in charge.

Of special

projects and

alliances,

innovation and

entrepreneurship.

• Never stop asking why?

• It’s never too early to think big, and if things aren’t working you might not be thinking big enough.

• There has never been a better time for startups and brands to partner.

• Examples of startups and brands working together

• Question to ask to help you determine your purpose

• Do your homework.

• The Five Areas of Focus

R E C A P

• State your purpose.

• Know what you want. How is this partnership going to help you hit your goals?

• Determine how you can weave the partnership into your company’s story. If it doesn’t align with your

company’s mission and values. Don’t do it.

• Research and learn the brand’s goals and challenges and how to best appeal and contribute to their

strategic objectives. You know why you need them, but why do they need you?What can you help them achieve?

• Just because you haven’t gotten your series A yet or you haven’t been written about in TechCrunch yet,

doesn’t mean you can’t forge a partnership with a larger brand or firm.

• Keep your head down. Stay humble.

H O W C A N S TA R T U P S O P T I M I Z E T H I S T R E N D ?

MELISSA JUN ROWLEY

CEO OF HUMANISE, INC. / CO-FOUNDER, THE TOOLBOX

mel.rowley@gmail.com @MelissaRowley