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"This post is part of Mashable\u2019s Internet Week New York Channel, which is presented by HP.  Check out HP\u2019s IWNY blog for additional coverage.\nIn partnership with Mashable and Highland Capital Partners, PepsiCo has announced PepsiCo10, a new competition that looks to match startups in fields like social media and mobile marketing with industry mentors and brands within PepsiCo with which they can pilot their products.   \nMashable is supporting the project as a media sponsor, meaning we\u2019ll be covering some of the innovative ideas we see during the two rounds of submissions, as well as helping decide on the 10 winners that will ultimately be selected during a two-day event at PepsiCo\u2019s headquarters.  At this stage in the game, we\u2019re looking for submissions, which will be accepted through June 24.  \nYou can learn more about the submission process and what PepsiCo is looking for on the PepsiCo10 website, though Seth Kaufman, director of media strategy and investment for PepsiCo North America Beverages sums it up well in a statement: \"With this program, we are championing outside innovation and welcoming it into the organization to push our marketing and communications expertise to new levels, including how to leverage innovative tools to better connect with and engage our consumers.\u201D\nPepsiCo is looking for companies that are already beyond the idea stage and stand to benefit by having their emerging technology products piloted by one of their brands (and in turn becoming a case study), which include Frito-Lay, Gatorade and SoBe, among many others.  Thus, one of the requirements for startups is that they\u2019ve already raised between $250,000-$10,000,000 or are doing at least $250,000 per year.  \nThe competition does not involve PepsiCo, Mashable or Highland Capital Partners taking equity in the winners.  Rather, the goal is to provide your startup with expertise, resources and connections that can take it to the next level.  Stay tuned to Mashable for more coverage of the event over the next two months.\n\n\nFor more business coverage, follow Mashable Business on Twitter or become a fan on Facebook\n\n"^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2010/06/10/pepsico10/>