The Bridge is an innovative online community with the sole purpose of connecting entrepreneurs to Coca-Cola. The idea emerged from Coca-Cola's desire to make personal connections, to stay fresh and to continually expand, explore and welcome new ideas into its existing brand.
Start-ups have these fresh ideas that perfectly pair with Coca-Cola's business experience to build an ideal partnership. Launched in 2014, it recently hosted a conference to highlight the progress and showcase the talent of participating start-up ideas. In attendance were 10 Tel Aviv-based start-ups presenting and networking with venture capitalists, independent investors and Coca-Cola business leaders.
Once a start-up enters the program, it is given six months of marketing training and access to mentors who aid the the growth of its business. An example of one start-up is Hachiko. This particular business built a sensor that attaches to a dog's collar, providing a 24-hour tracking service compatible with the app. Hachiko collaborated with Coca-Cola by using the app's mapping service to show nearby Coca-Cola vendors while walking your dog; this creates a mutual benefit platform for each party.
The showcase brings companies together to discuss their past problems and how working together they can find solutions through connections and personalized relationships.
Entrepreneurial Online Communities
Coca-Cola's 'The Bridge' Connects Entrepreneurs to the Brand
Trend Themes
1. Entrepreneurial Online Communities - Disruptive innovation opportunity: Create online communities that connect entrepreneurs to established brands for mutual benefit and collaboration.
2. Collaborative Partnerships with Start-ups - Disruptive innovation opportunity: Establish partnerships with start-ups to harness their fresh ideas and combine them with existing business experiences and resources.
3. Personalized Mentoring and Training for Start-ups - Disruptive innovation opportunity: Provide start-ups with specialized mentoring and training programs to support their growth and development.
Industry Implications
1. Food and Beverage - Disruptive innovation opportunity: Integrate technology solutions, such as apps and sensors, into food and beverage products to enhance customer experiences and create new value propositions.
2. Technology - Disruptive innovation opportunity: Develop innovative technological solutions, such as tracking devices and mapping services, that can be integrated into various industries, including beverage and retail.
3. Marketing and Advertising - Disruptive innovation opportunity: Create new marketing strategies and campaigns that leverage personalized relationships and connections between established brands, start-ups, and their customers.