Google for Startups: Tools and Resources for Your New Business

Three young female entrepreneurs discuss plans with a laptop

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Google launched Google for Startups in 2012. Formerly known as Google for Entrepreneurs, the internet company offers a suite of tools, resources, and network support to help startups with different aspects of starting and growing a business. 

According to a 2016 report by The Kaufman Index, roughly 550,000 entrepreneurs nationwide set out to start a business each month. However, varying statistics say that anywhere from 60 to 90 percent of those new businesses will fail.

Google has acquired more than 200 businesses since 2001, many of them startups. And the internet company says that they help businesses by focusing on three major areas:

  • Partnerships with strong organizations that serve entrepreneurs in local communities
  • Google-led programs to bring teams and tools directly to entrepreneurs
  • Placing relevant Google tools in the hands of startups as they are getting off the ground and ready to scale

Overview of Google for Startups Tools

The Startup toolbox provides the following applications, software, and guides to address the technical needs of new businesses: 

  • Building a Product: Google offers training and tools to build products, apps, and websites. Startups can use these tools to build an infrastructure to grow and scale business. Users can design a website from scratch, create a mobile app for their business, and tie it all together with API learning.
  • Insight and Analytics: Gathering data is the first step in understanding your customer. Analyzing and interpreting data is the next step—and the most important. The insights and analytics tools can help business owners decipher customer data, identify trends, and put that information to create a better customer experience. 
  • Hosting and Storage: Safe and secure hosting and storage don’t have to be complicated. This set of tools guides startups through the process of getting hosting and setting up cloud storage. This makes website deployment easier, cloud data safe, and scalable. Hosting and cloud storage options are flexible and cost-effective, which accommodates businesses of any size.

Increase Productivity

After a company puts infrastructure in place, it needs to grow a team. Google’s recruiting app helps business owners find and hire the best candidates. And once your team is in place, the cloud-based applications of G-Suite can facilitate cross-team collaboration and work.

Marketing and Monetizing Your Product

Launching a product can be daunting. However, Google’s apps can help startups identify and target the right audience and develop the best marketing techniques to pull in business. Once the product is launched, Google can collate and analyze customer response. At the end of the day, the goal of most companies is to grow revenue. Google teaches startups how to generate revenue in a variety of ways, including monetized apps, in-app purchases, and subscription products. 

Implement Machine Learning

Machine learning is not just for huge corporations anymore. And it can help businesses automate their processes, streamline the customer journey, and identify problems. Google helps startups, big or small, with machine learning through the Cloud Machine Learning Engine.

Strengthen Security

Google Identity Platform shows startups how to build an authentication system that’s fast, reliable, and best of all, easy to scale. Using Google sign-in, customers can use apps and websites that are secure. And for teams that are remotely distributed, Google Identity-Aware Proxy helps ensure a safe and secure cloud platform.


The Google for Startups community is a network of accelerator programs, networking events, and co-working spaces that brings different startups and entrepreneurs all over the world together. The community is made up of three main components: 

  • Tech Hubs from all over the globe offer a variety of services. Business owners can join together in co-working spaces to share ideas with other entrepreneurs, and take advantage of coding boot camps, and additional training.
  • Accelerators join startups with people and programs to put businesses on a fast track. They offer entrepreneurs valuable insight from established startup founders who could help them avoid common problems.
  • Events and Networking can make or break a business. Google plans and hosts events for business owners around the world. Attendees can meet other startup owners and get advice from experts on different aspects of entrepreneurship.


Drew Hendricks is the organic growth marketing manager for Nextiva. His articles have been published in Forbes, Entrepreneur Magazine and The Huffington Post.