Meet The LATAM Startups For AD Stretch Cohort One
Following on from last month’s interview with our Cohort 1 partners in Asia Pacific we’ve spoken to three of our Latin American start-ups to see why they signed up to the AD Stretch accelerator program and how they have experienced our collaboration so far. We’re joined by Chris Braine, founder and CEO of Cellr, Perry Everett, Director Product & Partnerships for Arylla and Anauyla Batista, co-founder of GreenPlat.
Can you tell us what first attracted you to the AD Stretch program?
Chris: The business challenges that Avery Dennison is looking to solve. Challenge #1 is maximizing consumer experiences, connecting consumers to brands through new experiences. Cellr is a ready-made solution to this problem at scale. Secondly, the allure of working with a company the size and scale of Avery Dennison. Their global network is jam packed with amazing partners, customers and innovators. We needed to be a part of that landscape.
Perry: As Chris said, the opportunity to work directly with a large potential partner or customer. A typical accelerator focuses on general business-building, which is still important but not as valuable for a company at later stages with commercialized technology.
Ana: To work with a global company was also attractive to us alongside the possibility to run a pilot and expand our solution.
Looking back, how did you find navigating the process for enrollment and selection?
Chris: Overall, I'd have to say tough! The initial application process was slick, all online and straightforward. But then the rigorous rounds of panel sessions with seriously smart innovators from within the business and Highline Beta showed us that this ride was going to be special - if we were lucky enough to be selected. It tests your business model, your strategy and your product. Be ready, if not, you will be found out. 200+ applicants whittled down to nine companies shows how good the process was.
Ana: We were absolutely in it to win it, so for sure we were nervous about the process. However as the process was very well organized - following the timeplan, answering emails with clarity and kindness - and the AD Stretch team was very committed and respectful, it gave us more confidence.
Perry: It was smooth. It matched our expectations for a typical startup accelerator program. The first few weeks of the program when we decided on the scope of work also went well – mostly a result of the engagement and time commitment from the AD team.
Now that you’re officially in the program, how has the mentorship side of the program been for you?
Perry: Most of the value we get from the mentors is in understanding how large corporations operate and how new products find success. None of us have experience working in large companies like AD so this part has been really helpful.
Ana: In a startup our team is small and limited, and also we spend all our time solving problems. Having the chance to converse and exchange ideas with high-level professionals is very useful and contributes to our journey.
Chris: This is one of the elements in an accelerator program that my team loves the most. Working with people who are global specialists in what they do is such a great way to supercharge your learning.
We’d love to hear more about your goals within the program? Which challenges do you seek to address?
Chris: As I said, we’re really focused on the challenge to maximize consumer experiences by connecting consumers to brands through new experiences. Cellr has put together four key pilots in Latin America with our Connected Packaging platform. The main driver is all about consumer engagement and Brand Protection / Authentication.
Perry: We want to get to the next level of scale – going from 100s of thousands of products with our technology to 10s or 100s of millions. The main challenge to achieving this goal is navigating the many stakeholders involved (brand owner, printer, OEM, raw material supplier, IT vendor, etc.) and figuring out where you fit in the value chain.
Ana: We want to enable the circular economy by implementing a waste management technology that generates better ESG results, but also promotes efficiency, financial benefits and mitigation of risks. We aim to successfully implement the software in Avery Dennison’s operation to continue the drive towards circularity and making the expected results a reality.
Where do you hope to see the impact of your innovation?
Perry: Labels play a critical role for any product. And now the layering-on of digital technology allows brand owners to embed a functionally infinite amount of data into each label. This makes it possible to know exactly where products come from, how they were made, and if they're safe. We hope to play a small part in bringing these digital label solutions to market.
Chris: Our backbone to growth has been wine, spirits and beverages, but we've many direct requests to grow into strategic verticals like Cosmetics, FMCG and Apparel. Our platform is built so it can handle the connection of any physical object, product or item to a rich, engaging digital experience. With the use of Geo-targeting, brands can now engage with their consumers in not only the location they are in, but the moment.
Ana: We want to see zero waste going to landfills, better recycling rates, more efficiency in the operation, a drastic reduction of compliance risks and we want to engage all employees and stakeholders.
What advice would you give to your fellow entrepreneurs who are thinking of applying to future cohorts
Ana: Choose multiple pilots, be very transparent with the AD Stretch team and trust your pilot champion.
Perry: Have a clear and concise idea of how you can work with AD to accomplish a common goal. The idea will probably change but it will help your partners at AD understand the business and lay the foundation for a final vision.
Chris: Put simply, APPLY. But be ready - and be ready to lead. AD Stretch demands entrepreneurs to be specialists in their own field. The collaboration aspect between project champions, AD and Pilot customers is a wonderful thing.
