Scouting for start-ups with next gen ideas may be big business’ hot new fad, but it’s working in everybody’s favour. Here’s how to make Heineken Frontier work in yours.
In 2010, Heineken itself the target to reach an innovation rate of 6% by 2020. In 2012, it issued its first global innovation challenge. Now it has launched another. Heineken Frontier is an accelerator to foster innovation around the brand's product and customer experience and to help Heineken to scale up its services globally.
There are four briefs: How to make drinking in moderation cool, A better beer experience at bars, Informed shopper choices, Innovative music events.
Submit your ideas until 12 November. Shortlisted entrants will pitch to judges in January 2015. A winning idea will be chosen for each brief. Winning entrants will receive a minimum of €50,000 (AU$72,000) and mentoring to help implement their product or service with Heineken.
Ideas will be judged on creativity and the idea, execution and relevance to the brief and the brand’s business goals.
Gianluca Di Tondo, senior director for the global Heineken brand, said “Innovation is woven deep into the fabric of our DNA; we are constantly inspired by the desire to be disruptive and challenge the perceived norm.
"What sets Frontier apart from other accelerators is we aren’t just targeting start-ups, we’re looking to partner with technology companies at all ends of the innovation ecosystem – for us it’s all about the ‘idea’, no matter how small or big that idea may be or who surfaces it.”
Curious? Watch the video:
Here is the time line:
Choose the brief that best applies to you and submit your entry by 12 November 2014.
Shortlisted companies will be announced at the beginning of December 2014
Heineken will invite finalists to a virtual pitch day in January 2015.
Pilots will be launched in March 2015.
And here is where you need to go to find out more and enter.
