By Google for Startups, in partnership with TNW

Startup Advisors Program

Access to experienced mentors
About the program

Access to experienced mentors

Startup Advisors is a 12-week mentorship program run by Google for Startups in collaboration with TNW.

Selected startups from the TNW network are matched with dedicated mentors from the local Google office (NL) who help them to achieve a set of pre-defined OKRs (goals) over the course of the program. Mentors are hand-picked to align with the goals and challenges of each startup, and support the startups through regular meetings - in which they can provide honest, actionable feedback from an external perspective - and by connecting the startup to additional experts from Google who can offer ad-hoc advice on specific topics.

The program is a unique opportunity to:

  • Work with an advisor for 12 weeks to receive honest and actionable feedback about their business that they can apply right away.

  • Learn how to formulate Objectives and Key Results (OKRs) and integrate them into their company practice.

  • Receive subject-matter expertise from Google’s local team

Program overview

Program overview

The program takes place over 12 weeks, during which time the startups and mentors have regular one-to-one meetings to discuss progress and see how the mentor can provide support, expertise or connections that can benefit the startup. In addition to theses one-on-one meetings, the program also includes 4 sessions with the full cohort of startups taking part in the program:

  • Pre-program OKR workshop - 13th of September

  • Program kick-off - present your OKRs - week of 26th of September

  • Mid-term event - week of 25th of October

  • Final event - celebrate your success! - week of 1st of December

The next edition will run from September to December. Applications close on 29th August, and the selected startups will be announced on the first week of September.

Applying for the Program

Applying for the Program

Applications are open to startups both inside and outside of the TNW community. In person attendance to events is preferred, especially for advisor sessions. In case you are not part of the TNW community, if selected for the program, you are required to become a TNW member for the duration of the program which includes a fee of 300€ (excluding VAT). If you have any further questions, please reach out to [email protected]

You should apply if:

  • You're building a scalable tech product (no agencies)

  • Your product is already on the market

  • You're able to articulate your company goals at least 3 months into the future

  • You're open to accepting constructive feedback

  • You're willing to be proactive in setting meetings with your mentor to get the most out of the program