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 - 31st March
  • Program kick-off - present your OKRs - week of 12th April
  • Mid-term event - speed dating with other mentors - week of 17th May
  • Final event - celebrate your success! - week of 5th July

The next edition will run from April to June. Applications close on 15th March, and the selected startups will be announced on 22nd March.

Apply here!

Applying for the program

Applying for the program

Applications are open to startups both inside and outside of the TNW community. It is also not strictly required that you are based in the Netherlands since the program will take place online.

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
  • You're working on the CET (or similar) timezone

Apply here!

Hear from the startups that took part


  • We got constructive criticism every time we met with our advisors - it was super useful and a great experience

  • The advisors provided a lot of knowledge and helped to sharpen our business model. They challenged our strategy and helped us get into a good position for next year