Tag Archives: small business

How companies are using .new shortcuts

It’s been a year since we introduced .new as a domain extension to help businesses build memorable shortcuts to their products. And since then, people from all walks of life have been using these shortcuts to get things done. We recently checked in with three teams that started using .new early on — Adobe, Glitch and Google Workspace — to see if their customers are enjoying the shortcuts they created.


Adobe launched 14 .new shortcuts to help their users create, convert, compress, sign and design elements within their apps. In this video, you’ll see why pdf.new is a convenient way for anyone to find their favorite Acrobat tools on the fly:

Video of Adobe Product Manager Ashu Mittal explaining why her team launched .new shortcuts like pdf.new for Adobe Acrobat.


Glitch makes it possible for anyone to build a web app right in their browser and instantly publish their application. Reception for glitch.new has been enthusiastic, with more than 8,000 apps already created through their shortcut. They also received positive community feedback, which led them to add new features, including the ability to remix any of their starter apps:
Video of Jenn Schiffer, Director of Community at Glitch, sharing how the glitch.new shortcut has been positively received and how community feedback has led to new features.

Google Workspace 

The Workspace shortcuts (docs.new, sheets.new, slides.new, and more) were the original inspiration for launching .new. Since October 2018, we’ve seen over 30 million docs created with the docs.new and doc.new shortcuts alone:

Video of Jaime Schember, the social media lead for Google Workspace, sharing how social media has played a key role in spreading the popularity of their .new shortcuts.

What’s one thing the Adobe, Glitch and Workspace .new shortcuts have in common? They’re helpful in the classroom, for both students and teachers. So as we head into fall, here’s a roundup of some of our favorite shortcuts to help with back-to-school season:

  1. Quizlet.new makes it easy to learn any subject with study tools like flash cards, practice tests and explanations proven to help with learning.

  2. Kahoot.new allows you to easily create and host educational games on any topic.

  3. Slides.new makes it easy to create a presentation for that big school project.

  4. Fundraiser.new lets you design and sell custom apparel for your next school fundraiser.

Any company or organization can register its own .new domain. Get inspired at whats.new/shortcuts.

Supporting LGBTQ+ spaces on the road to recovery

When I first moved to the United States from India, I visited Chicago’s Northalsted area (also known as “Boystown”), an LGBTQ+ neighborhood. I was still in the process of coming out, and I was amazed to see so many businesses welcoming the LGBTQ+ community and building a space that felt safe. For the first time, I felt comfortable in my skin as a gay man and experienced the feeling of truly belonging.

This past year, LGBTQ+ businesses and service organizations — that are at the heart of LGBTQ+ life — were hit hard by the COVID-19 pandemic. These businesses are more than just bars, restaurants, bookstores, salons or health clinics. They’re places of validation where LGBTQ+ folks are able to gather, find community, commiserate in tough times and celebrate the good times. 

That’s why Google is continuing to show up year-round with dedicated resources to help small and medium-sized businesses — owned by or serving the LGBTQ+ community — on their road to recovery. 

A moving image that starts with the rainbow pride flag (red, orage, yellow, green, blue, purple) and text “Show that your business is LGBTQ friendly on Google”. Next a Google Business Profile page with the rainbow flag and LGBTQ frienldy badge. Last image is the Google logo

New hub for LGBTQ-friendly small businesses and LGBTQ+ business owners

We’re launching a new LGBTQ+ small business resource hub where small business owners can learn about our growing number of product features that help the LGBTQ+ community find safe and welcoming spaces. Businesses like Nos Casa Cafe in Roxbury, Massachusetts and Orhan London Tailoring in London, UK proudly show they are “LGBTQ friendly” on their Business Profile on Google Search and Maps. Others like gc2b, a Black and Latinx transgender-owned company, use Google Ads to reach and help the trans community worldwide.

We’re also connecting LGBTQ+ entrepreneurs with StartOut, an LGBTQ+ nonprofit organization that helps facilitate mentorship, access to capital and tools to create an equitable playing field for the community. 

Tools and resources for LGBTQ+ business owners 

Our economic opportunity initiative, Grow with Google, is helping LGBTQ+ small businesses, like TomboyX, learn how to use digital tools that can drive business growth. We’re partnering with the National LGBT Chamber of Commerce (NGLCC), the “business voice of the LGBT community,” to provide their network of affiliate chambers with training curriculums and resources that help small businesses adapt, grow and better serve their community. Together over the next year, we’ll deliver more than 100 digital skills workshops for LGBTQ+ small businesses. 

Supporting Black LGBTQ+ founders

StartOut's Pride Economic Impact Index shows that over the last 20 years, "out" LGBTQ+ entrepreneurs in the U.S. raised only about 10% as much funding as their non-LGBTQ+ counterparts. This is why Google for Startups is committed to fostering a global startup community that’s diverse and inclusive, leading to more equitable outcomes for underrepresented groups. 

Earlier this month, we announced the second $5 million Google for Startups Black Founders Fund in the U.S., which was created to spur economic opportunity for Black entrepreneurs who are consistently locked out of access to capital. StartOut is nominating founders from their community to receive up to $100,000 non-dilutive cash investments, in addition to other benefits like free access to Google products and mentorship.

A group of seven racially diverse and gender expansive people stand together lovingly in front of a red and white mural at Junior High.

Space to belong

In January 2020, before COVID-19 spread worldwide, U.S. search interest for “lgbt friendly” had reached an all-time high. But by March, search interest for “lgbt friendly” dropped dramatically as the pandemic shut down small businesses and gathering places around the country.

This summer, Google is launching a global campaign to help support and celebrate LGBTQ+ friendly spaces on their road to recovery – from queer and trans owned auto repair shops to historic gay bars and community art centers. You can learn more at our Pride hub: pride.google.

Today I live in the Castro, a neighborhood at the heart of San Francisco’s LGBTQ+ community. Like most people, I have my neighborhood go-tos, a coffee shop where I’m always greeted with a smile and a friendly bark from customers’ dogs that gather outside in the morning. Across the street are other beloved neighborhood restaurants and shops that are LGBTQ+ friendly, many of which were empty or less vibrant during the pandemic. That’s why at Google we feel strongly about supporting LGBTQ+ friendly businesses and safe spaces so that we can build towards a world that fosters belonging for all. 

A safe space that’s made to measure

Finding a safe and welcoming space to create a bespoke outfit can be really challenging, especially when you have your own vision for your wedding day or another special occasion. While traditional tailors are great, they can sometimes fall short for people who don’t want the usual three-piece suit or long trailing dress. 

But luckily, there’s Orhan Kaplan. 

Orhan London Tailoring is an East-London based business that has carved a niche through its bespoke LGBTQ+ tailoring service. Having founded the business with his wife, Denise, Orhan soon discovered a strong unmet demand within the LGBTQ+ community from people who wanted to choose something other than a standard wedding dress. Recognising the needs of the community has helped shape their product offering, and celebrating their customers’ individuality has made women’s suits and non-binary tailoring a key part of their business. 

As a tailoring and alterations business, being visible and accessible is fundamental for success. With their Business Profile on Google, casual shoppers who need simple alterations are able to find Orhan London Tailoring easily on Maps, while customers who need extended bookings for bespoke creations are able to swiftly organise appointments. 

However, for more specialised services, such as those for their LGBTQ+ customers, Orhan and his team recognised that an often overlooked community needed something else beyond simply being able to find the business online. They needed an indicator so that LGBTQ+ people would know it’s a safe and welcoming place. 

Becoming active allies

Communicating outwardly that Orhan London Tailoring is a safe space with dedicated service for the LGBTQ+ community has since become a top priority for the business. “We want people to know it’s a safe environment,” says Denise. “We want people to know that we can look after you, we understand your needs, and that we know the sort of things you’re going to ask for.''

Activating the “LGBTQ-friendly” attribute on their Business Profile has allowed Orhan to reassure the community that this is a welcoming environment. Sharing photos on their profile has also become an important part of this relationship, as potential customers are able to see other outfits the team have created for other members of the community. The positive reactions from customers, and a 75% increase in the number of women’s outfits ordered over the last three years, has been a testament to Orhan’s inclusive approach. 

An animation showing a Business Profile on Google Maps on a smartphone screen, showing the LGTBTQ-friendly attribute.

Connecting with the community, with help from Google

The LGBTQ-friendly feature gives businesses like Orhan London Tailoring a way to show potential customers they are inclusive and welcoming to the LGBTQ+ community – something which is more important than ever as businesses reopen after the COVID-19 pandemic.

According to Stonewall’s 2017 LGBT in Britain research, 1 in 7 LGBTQ+ people report experiencing discrimination because of their sexual orientation and/or gender identity when in a shop or department store. With the LGBTQ-friendly attribute, along with other inclusive attributes such “transgender safespace” and “gender-neutral restroom,” businesses are able to visibly signal that they are a safe space to users on Google Search and Maps.

For Joseph Crouch, Marketing Manager at Orhan London tailoring, these small actions are powerful markers to those who are looking for them, and have encouraged more LGBTQ+ customers to come in-store: “It’s these little things that give our customers the confidence to come and make the step.”

4 resilience lessons from Spanish travel startups

2020 was a difficult year for the travel and tourism sector, but it was also a year of learning how to use technology to better understand and respond to the evolving needs of consumers.

Our Google for Startups Growth Academy: TravelTech program in Spain, where the travel industry accounts for 12% of the national GDP, supported travel startups with digital skills and tools to build resilience for their businesses, so they can overcome challenges brought by travel restrictions. It also shows them how to use data to adapt their product offerings to match the changing needs of travelers. The program included sessions with Google mentors and travel industry experts; 90% of these startups reporting revenue growth and an increase in recruiting, and expanding their business to new international markets. 

Here are four lessons 12 travel and tourism startups learned from the program.

1. Go with the flow.

If there is one thing that defines a startup, it is the ability to adapt, and to adapt fast. Andrea Cayon, co-founder of Passporter, appreciated learning from other startup founders and Google analysts on how to analyze changes in travel demand and respond to travelers’ new preferences, like outdoor and nature destinations. Passporter helps people improve their travel experiences by sharing socially curated itineraries and trip recommendations. For Andrea, having access to a startup founder community that fosters knowledge and experience sharing is key to growing her business. 

This level of networking and knowledge-sharing with other entrepreneurs didn’t exist two decades ago when Destinia, another travel startup participating in the program, was founded. "There were no doors to knock on, no one to ask for advice,” says Destinia's co-founder, Amuda Goueli. “You could waste a whole year if you chose the wrong route." That’s why, for Goueli, being part of a community like Google for Startups helps her find and test new ideas on how to grow her business.

A group of people standing around a laptop computer, which is sitting on a desk. One man in a gray sweater is speaking and the rest of the group is listening.

Triporate team at Google for Startups Campus, 2018

2. Turn problems into opportunities.

Big challenges require big solutions. The pandemic forced entrepreneurs to do something that is not in their DNA: take a step back. Many startups acknowledge that they used this forced downtime to rethink their strategies.Triporate, initially an online travel agency focused on business trips, pivoted to becoming a platform offering technology solutions for traditional travel agencies to make their processes more efficient. Transparent, a startup helping tourist destinations improve their online presences to reach more potential visitors, took a step back to rethink their strategy. As its CEO Pierre Becerril noted, the slow down helped them focus on "things they used to not have time to do before, such as content marketing, localization and improving their site's SEO ranking."

3. Become stronger together. 

Startups can also drive digital transformation for other companies, helping travel agencies and hotels use digital tools to better understand where travel demand is coming from and how to reach new customers. This is the case ofDoinn, a company that manages cleaning services for rental apartments, which, during the pandemic, grew its property base as much as in the previous four years together, by helping traditional cleaning companies become digital. Hotelbreak helped hotels make their facilities profitable by offering day passes and experiences to local visitors to compensate for the lack of night stays. AndSpazious realized that their 3D, 360-degree virtual tours helped hotels increase by 20% the number of website visitors to hotel visitors.
Three people working on laptops while sitting on a purple cushion, divided by a white wall. One person is using a cell phone.

Doinn team working at Campus Madrid, February 2020.

4. Use technology and insights to improve your business strategy.

During the pandemic, technology became a lifeline to help businesses and people stay connected. Using data analysis tools for businesses like Analytics, Firebase, TagManager and Google Search Console help travel insurance Mondo get actionable information on what's going on in the business and data related to travel flows, restrictions and user demands. Thanks to that new data, they've grown 63% in international markets after the lockdown. 

Triporate uses AI to provide their users a complete customer experience. This technology can analyze, by its own, the users demands and respond to them in a very accurate way. To develop this software, Triporate has used Google’s tool TensorFlow. Passporter also uses AI to show their clients photos of destinations and trips they are interested in. They can impact the users in this way thanks to Google Vision tool. Transparent focuses most of the technology they use in data analytics. That’s why they work with Google Data Studio, to provide their clients (normally institutions and governments) with important insights about travel flows in their action area. 

At Google for Startups, we continue to promote entrepreneurial talent because we believe that startups are key to foster economic growth. The travel industry was disproportionately impacted by the pandemic and yet used digital tools to build resilience and adaptability so they can come back stronger. 

Here to help more small businesses succeed

Sashee Chandran, founder of tea company Tea Drops, noticed in 2020 that there were spikes on Google Search for terms like “boba” and “boba shop.” So she created a boba kit, and grew her revenue by 350%. Fat Witch Bakery, founded in 1991 with only one brownie recipe, relied on their storefront for 50% of their revenue. After their store closed due to the pandemic, they doubled down on Google Ads to sell more than 30 types of brownies, and over the last few months their online orders have doubled. They aren’t only surviving — they’re thriving. 

As more businesses and communities reopen and recover, I’m inspired by the countless number of stories like these. We know using digital tools makes a meaningful difference — during the pandemic, revenue performance was 50% better for digitally advanced small businesses versus those that are less savvy. We also know that consumers want to support small businesses — Google searches for “support local businesses” grew by over 20,000% since last year.

Ahead of the United Nations’ Micro-, Small, and Medium-Sized Enterprises Day, Google is dedicating a full week to celebrating and supporting small businesses during our second annual International Small Business Week. As part of the week’s celebrations, consumers who shop at a small business through July 4 will receive $10 cashback when they pay with Google Pay on their Pixel phones. We’re also looking forward to sharing our very first YouTube Small Biz Day on Thursday, June 24: Tune in for Grow with Google workshops, panels and a live shopping event. All across Google we’ve been working on a variety of new initiatives to make it even simpler for small businesses to use digital tools to succeed. Here are some recent updates that can help as you transition your business to a post pandemic world.  

Show customers what you offer

You’ve asked for easier ways to manage your business presence on Google. Over the past year, we’ve been rolling out new ways for businesses to edit details on their Business Profile directly from Google Search and Maps — including how to update basic business information, message customers and see detailed performance insights. Now, we’re adding more features to Search and Maps that enable retailers, food and local services businesses, like personal care, to adjust how they show up and connect with customers on Google — from adding specific  services, such as beard trimming, to sharing menu and accepting food orders. 

Get discovered across Google 

We’re also making it easier for e-commerce businesses to be discovered and connect directly with customers. Businesses on Shopify, WooCommerce, GoDaddy and Squarewill now be able to show their products across Google for free. This means businesses will have even more ways to get discovered across Google, and shoppers will have more choices.  

Add products to your Business Profile 

Shoppers are increasingly looking for products online before they head to the store. In fact, Google Searches for “who has” + “in stock” have grown by more than 8,000% year over year. If you’re a retailer, manually adding your product information can be a hassle. Pointy from Google creates a connection between your physical store and your Business Profile on Search and Maps so you can drive more traffic to your store. As you scan barcodes on the items to be sold, Pointy automatically adds the product to your profile so that customers can see what’s in stock. Eligible retailers can now get Pointy for free through September 30, 2021. Pointy box supplies are limited and shipping may be delayed; the offer excludes ads.
An image of a Google search for “drills near me” and search results of a local business showing its current inventory.

Create video ads in minutes

We're committed to making it easier for small businesses to use video to reach their customers. Last year we introduced Video Builder, a free tool that allows small businesses to quickly set up a video ad using just two images and a logo. Today we’re introducing a faster, easier way to create video ad campaigns on YouTube. Just add the video ad, the audiences you want to reach and your budget to launch a campaign in minutes. And with the new mobile experience, you can now more easily measure campaign performance. Access the new experience today at youtube.com/ads.

Find resources tailored to your business type and digital experience 

Two years ago we launched Google for Small Business, our one-stop-shop for small businesses to find the Google tools that can help them reach their business goals. We’re now expanding to include recommendations by business type: Restaurant, Retail or Services. The new Digital Essentials Guide is focused on the basics of being found and transacting with customers on Google and across the web. When you’re ready to explore more advanced recommendations, we have you covered with in-depth guides to introduce you to additional tools.
An overview of the experience of a service business receiving digital tool recommendations via the Google Small Business Digital Essentials Guide.

If you’re a small business owner looking for free, interactive training to brush up on your digital skills or learn more about new features, Grow with Google has live and recorded workshops, primers and quick help videos for entrepreneurs of all skill levels. 

Throughout International Small Business Week, we’ll continue sharing resources to help you celebrate, whether you’re just getting started, turning to digital tools to help grow your business, or simply looking for additional ways to support your favorite small businesses. Stay updated by following Google Small Business on Twitter.

Now it’s easier to show what your business offers on Google

When people search for your business on Google, it’s important to show up-to-date information and the details that make your business stand out — like what services you offer and when you're open. That’s why we’re constantly building tools that make it easier for you to update how your business appears to potential customers on Google Search and Maps. 

Last year, we added ways for you to change basic business information, message your customers and see detailed insights. And now, as we head into International Small Business Week, we have even more ways for you to update your Business Profile — all directly from Search and Maps. You can add details, such as contact information and opening hours, and create Posts to share updates, like special offers or new offerings, right from Google Search. Starting next week, you’ll also be able to create Posts about upcoming events including when and where they’re happening — whether you’re throwing a reopening party or hosting an online tasting.
GIF of a Post being created from Google Search

You can now create Posts directly from Google Search

Here are the newest ways you can use Search or Maps to share information about your business on Google. To make these updates to your Business Profile, start by logging into the Google account associated with your business. From there you can type the name of your business or ‘my business’ into Google Search or tap your profile picture followed by ‘Your Business Profile’ on Google Maps.

Show customers the services you offer

If your business offers local services — such as construction, auto repair or hair styling — you can now use the ‘Edit profile’ menu on Search to easily update the services you offer and, if applicable, the local areas you service. For beauty and personal care businesses, show off your specialties like eyelash extensions, box braids, curly hair, balayage, dreadlocks or beard trims.

Image of a phone showing services offered by a plumber and electrician

 Easily show customers what services you offer from the menu in Search

For those who have a service or restaurant business and work with one of our Reserve with Google partners, you can now enable online bookings through your Business Profile — right from Google Search. Once you’ve signed up with a Reserve with Google partner, you’ll see how many bookings customers have made with your business directly on Google.

Accept takeout and delivery orders

Food ordering on Google has increased more than 230% since last year thanks to a boost in demand (who else is tired of doing dishes?) and new restaurant partners. To help handle the demand, Order with Google lets food businesses accept orders for takeout and delivery directly through their Business Profile on Google Search and Maps. This makes it easier for you to reach new customers and turn searches on Google into orders.

In the coming weeks, you’ll also be able to add and update online ordering options directly from Google Search. Once enabled, you can indicate your ordering preferences for takeout and delivery to let customers know what works best for you. 

To help your restaurant stand out on Google, we’ve added easier ways to share your menu. You can now add menu items to your Business Profile on Search and Maps. Simply add and edit your entire menu or featured dishes via the ‘Edit profile’ menu on Search. These new entry points help food businesses update their info and interact with customers right from the apps they already use — Search and Maps.
Image of desktop screen and phone screen showing the latest merchant menu for food businesses

Accept food orders and update your menu to connect with customers on Google

Help customers find the products you sell

Shoppers are increasingly looking for products online before they head to the store. In fact, Google Searches for “who has” + “in stock” have grown by more than 8,000% year over year. In addition to being able to manually add product information to your Business Profile via Search and Maps, eligible retailers in the U.S. can get all their in-store product inventory automatically added to their Business Profile by signing up for Pointy from Google right from Google Search.

Image of desktop screen and phone screen showing Pointy from Google

Help customers find the products you sell in-store with Pointy

Pointy removes the work of manually entering product details, which can be especially hard if you sell a lot of products. As you scan items being sold in your store, the products are automatically added to your Business Profile so that potential customers can see what’s currently in stock. Eligible retailers can now get Pointy for free through September 30.*

Keep an eye out for more

We want to help businesses stand out and reach new customers on Google. We’re continuing to find new ways that make it as easy as possible to update your Google presence. Later this summer, business owners who've started their onboarding journey but aren't yet verified will get a taste of this experience too and will be able to complete their verification journey on Search and Maps. Keep an eye out for more details in the coming months!  

*Pointy Box supplies are limited and shipping may be delayed. Offer excludes ads.

Accelerating health and wellbeing startups in Europe

COVID-19 has changed life as we know it, and around the world, startup founders are stepping up to solve new and unforeseen challenges with agility, resilience and innovative technology. In particular, the pandemic spurred a high demand for digital health and wellbeing solutions. Germany alone reported a 1,000% increase in telehealth offerings — with more than 20,000 medical doctors and psychotherapists now offering appointments through video-consultations — and Frost & Sullivan forecasts a sevenfold growth in digital health services by 2025. 

Digital advancements in healthcare are evident and, post-pandemic, people are likely to need new approaches when engaging with healthcare providers. With a growing number of technology startups focused on health and wellbeing, we are excited to announce that the next class of Google for Startups Accelerator in Europe will be designed for entrepreneurs and innovators in this space. 

Google for Startups Accelerator is a three-month program consisting of intensive workshops and mentorship from Google engineers and external experts tailored to their business through a mix of remote one-on-one and one-to-many learning sessions for growth-stage startups. Google for Startups is looking for startups from across Europe and Israel using technology to solve the biggest health and wellbeing challenges we face today. 

A group of people participating in Google for Startups Accelerator online graduation

Google for Startups Accelerator: Europe graduation in 2021

Over the past two years, 27 startups have graduated from Google for Startups Accelerator programs in Europe. Our alumni have achieved many successes: the average monthly revenue of startups from one of the previous classes increased by 74%, and one startup even increased their monthly active users by 200 times compared to pre-acceleration.

One recent graduate is Synctuition, an Estonian startup that helps users meditate via a deep relaxation app. Tina Bychkova, Synctuition’s head of digital marketing, says Google mentors helped the team grow their user numbers. She also emphasizes that the program helped them bond as a team: “Not only did we leave Accelerator with an improved product, but also we left with a better understanding of ourselves,” she says. “The Google for Startups Accelerator gave us the confidence and knowledge to adapt, pivot and achieve growth in 2020 that we would have never dared aim for during a pandemic,” Joosep Tinn, Synctuition’s COO, adds.

Tina Bychkova (Head of Digital Marketing at Synctuition) at Google for Startups Accelerator event

Tina Bychkova, Head of Digital Marketing at Synctuition

Yosh.ai founder Kasia Dorsey had a proven track record of corporate experience, but turned to Google for Startups Accelerator to tap into a founder support system. “With my background in corporate marketing and business, I had to learn everything from scratch: about technology, building a tech company and scaling the business in the tech world,” Kasia says. “I was looking for knowledge and inspiration from the experienced mentors and I found it all within Google for Startups.”

Kasia Dorsey (Founder and CEO of Yosh.ai) at Google for Startups Campus in Warsaw

Kasia Dorsey, Founder and CEO of Yosh.ai

Martin Pentenrieder, founder of German skincare startup SQIN, joined our Accelerator in October 2020 with a goal of working with technical experts to scale his AI-powered business. He and his team appreciated the professional connections that the Google for Startups community could uniquely provide. “The expertise of people who are on the move in a global network and serve a wide variety of customers was extremely valuable for us,” says Martin.

A portrait photo of Martin Pentenrieder, Founder and CEO of SQIN

Martin Pentenrieder, Founder and CEO of SQIN

Google for Startups Accelerator: Europe is just the latest in Google’s ongoing commitment to level the playing field for startup success for founders everywhere. Learn more and apply for the program on our Accelerator website until August 23.

Funding Black founders with capital and community

In 2016, I met an inspiring entrepreneur named Jasmine Crowe who was looking for ways to expand her startup, Goodr, which helps eliminate food waste and food insecurity. Through my business relationships with the city, I helped her secure a contract with the Atlanta International Airport, a deal that was huge for her business’s growth and a big win for Georgia’s startup ecosystem. Since then, I’ve met with over 2,500 underrepresented entrepreneurs around the country and made it my life’s mission and the mission of my nonprofit, Goodie Nation, to help them succeed. 

As part of a series of racial equity commitments Google made last year, Goodie Nation was tapped to provide community support for the 76 recipients of their inaugural $5 million Google for Startups Black Founders Fund. The Black Founders Fund was created to spur economic opportunity for Black entrepreneurs who are consistently locked out of access to capital. The results have exceeded my expectations. Within six months of distributing these awards, Google has seen the Black Founders Fund help Black led startups create more jobs, raise more capital and increase revenues. Here are some of our findings along with what the fund’s recipients had to say about the impact of these awards on their startups: 

  • 82% of recipients have used the awards to hire new employees

  • 81% of recipients reported that these awards have directly helped their ability to accelerate conversations with investors. 

  • Founders have reported that they have gone on to raise $38M+ post-award.

  • 78% of recipients report the fund has immediately helped grow their revenues

Now, Goodie Nation is teaming up with Google again to support the launch of the second $5 million Google for Startups Black Founders Fund in the U.S., providing $100,000 in non-dilutive funding to startups from Google for Startups U.S. programs and partner communities or through nominations from past Black Founders Fund recipients. In addition to the unrestricted funding, selected founders will receive up to $120,000 in Google Ads credits and as much as $100,000 in Google Cloud credits. Google for Startups will also continue to connect recipients to tools and teams across Google, providing technical and business mentorship.   

As we’ve done over the past six months with the 2020 Black Founders Fund recipients, Goodie Nation will offer 2021 recipients ongoing support through weekly small group check-ins. Our advisors will be there  to discuss business pain points with the  founders, offer introductions to customers and investors and provide regular therapy sessions and forums to support recipients emotionally and professionally. I asked our first class of founders to share how the award impacted them and their businesses:

I’ve always felt that if we could fill the relationship and financial gaps that exist for entrepreneurs of color, we could not only bring about great businesses, but also catalyze job creation and wealth generation for entire communities. The work doesn’t stop here. Google will continue to invest in the Black Founders Fund abroad in Brazil, Europe and more locations soon to be announced.

Funding Europe’s future with the Black Founders Fund

To cement our commitment to racial equity in Europe, last Octoberwe announced the Google for Startups Black Founders Fund, a $2 million initiative to provide cash awards up to $100,000 to Black-led startups in Europe. These are non-dilutive awards, meaning companies won’t have to exchange equity for the funding, and are paired with up to $120,000 in Ads grants and up to $100,000 in Cloud credits per startup. The founders will be introduced to each other and a wider community of experts for leadership, growth, technical support and access to Google for Startups’ body of knowledge, mentors and best practices.   

We often hear that lack of diversity in tech is a pipeline problem. This program shows that isn’t the case. We received almost 800 applications for the fund from 18 countries in Europe and the quality we saw was truly exceptional — from tech prodigies, to former executives of the most successful companies in the world, to serial entrepreneurs. 

Our team interviewed almost 100 founders for the fund to understand their businesses, their ambitions and their lived experience as leaders, whether they are serial or first time founders. Did they need to work three jobs at a time? How much perseverance did it take to get that degree? Did they have a friend or a cousin to call up to get easy funding? We looked at what opportunities each founder has been given (or not given) and what they did with them. The answers we heard made clear the caliber of these founders.

Today, we’re announcing the30 startups from the U.K., France, Belgium, Germany, Austria and the Netherlands who have been selected to receive awards from the Black Founders Fund. Their inspiring, fast-growing startups address global challenges like access to healthcare, financial inclusion, energy and education, in the most competitive industries, from hardware design and advertising to data and risk management. And it’s not only racial diversity that they represent: 40% of startups we selected are led by women.

Lasting change only happens when you engage everyone —  the corporations, the VCs, the angel investors, the founders themselves — and invite them to support each other. With less than 0.5% of venture capital (VC) funding going to Black-led startups, and only 38 Black founders receiving venture capital funding in the last 10 years, the Black Founders Fund in Europe is a third region, after the U.S. and Brazil, where Google for Startups is helping to level the playing field by backing Black founders who are disproportionately locked out of access to capital.  

We are so impressed by the founders’ experiences — the depth of their industry knowledge coupled with their valuable lived experiences of being Black leaders. This makes them uniquely positioned to build successful startups and create important solutions for our community. Backing Black founders not only means creating individual success stories, but also supporting job creation and wealth generation for decades to come. 

Meet a few of the founders:

Tips and shortcuts for a more productive spring

Posted by Bruno Panara, Google Registry Team

An animation of a person at a desk using a laptop and drinking out of a mug while different domain names pop up.

In my previous life as a startup entrepreneur, I found that life was more manageable when I was able to stay organized — a task that’s easier said than done. At Google Registry, we've been keeping an eye out for productivity and organization tools, and we’re sharing a few of our favorites with you today, just in time for spring cleaning.

.new shortcuts to save you time

Since launching .new shortcuts last year, we’ve seen a range of companies use .new domains to help their users get things done faster on their websites.

  • If your digital workspace looks anything like mine, you’ll love these shortcuts: action.new creates a new Workona workspace to organize your Chrome tabs, and task.new helps keep track of your to-dos and projects in Asana.
  • Bringing together notes and ideas can make it easier to get work done: coda.new creates a new Coda document to collect all your team’s thoughts, and jam.new starts a new collaborative Google Jamboard session.
  • Spring cleaning wouldn’t be complete without a tidy cupboard: With sell.new you can create an eBay listing in minutes and free up some closet space. And if you own or manage a business, stay on top of your orders and keep services flowing by giving the shortcut — invoice.new — a try.

Visit whats.new to browse all the .new shortcuts, including our Spring Spotlights section.

Six startups helping you increase productivity

We recently sat down with six startups to learn how they’re helping their clients be more productive. From interviewing and hiring, to managing teamwork, calendars and meetings, check out these videos to learn how you can make the most of your time:

Arc.dev connects developers with companies hiring remotely, helping them find their next opportunity.

The founders of byteboard.dev, who came through Area 120, Google’s in-house incubator for experimental projects, thought that technical interviews were inefficient. So they redesigned them from the ground up to be more fair and relevant to real-world jobs.

To run more efficient meetings, try fellow.app. Streamlining agendas, note taking, action items and decision recording can help your team build great meeting habits.

Friday.app helps you organize your day so you can stay focused while sharing and collaborating with remote teammates.

Manage your time productively using inmotion.app, a browser extension that is a search bar, calendar, tab manager and distraction blocker, all in one.

No time to take your pet to the groomers? Find a groomer who will come to you and treat your pet to an in-home grooming session with pawsh.app.

Whether you’re a pet parent, a busy professional or just looking to sell your clutter online, we hope these tools help you organize and save time this season.