Here's a Way Innovative Start-ups Can Partner with the Really Big CPG Players
By: Business Week February 01, 2013
For small companies selling consumer products such as makeup or snack food, a partnership with a big multinational company can mean the difference between obscurity and becoming a household name. How does a small brand get a behemoth's attention?
CircleUp, a crowdfunding website that connects start-up consumer brands with investors, wants to be part of the answer. The company announced a partnership with Procter & Gamble to get companies on CircleUp in front of P&G executives scouting for new brands. It made a similar deal with General Mills last year.
Most companies on CircleUp have $1m to $10m in yearly sales and are trying to raise about $1m from wealthy individual investors.