The programme

Contents

02 Introduction
03 Eligibility & selection
04
05
06 Programme offerings
07 Programme structure & curriculum
08
09
10 FAQs

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A
 1 Overview 2 Programme & curriculum
Introduction
Shell Startup Engine is a global acceleration
programme to equip startups with the skills,
connections and industry insights needed to
maximise their chances of success by linking
them to mentors and global experts from Shell.
It relies on a structured and tested startup
support methodology that has already been
deployed by Shell to support startups across
our other programme locations. In the UK,
we will be looking for startups that support
Shell UK’s Powering Progress strategy and
five ambitions.
For our 2023 programme, Shell StartUp
Engine UK will focus on startups looking to
make a difference specifically in three main
areas: Hydrogen, Carbon Capture, Utilisation
& Storage and Electric Vehicle Charging.
02 Shell StartUp Engine UK programme 2023
3 FAQs
Shell UK aims to invest £20-25 billion in
the UK energy system by 2030. This is one
of the biggest single investments into the UK
energy system. More than 75% of this is intended
for low and zero-carbon products and services,
including offshore wind, hydrogen and charging
for electric vehicles.
Our Powering Progress UK strategy is designed to
accelerate the transition of our business and drive
progress on Shell’s overall net-zero emissions target.
It focuses on supplying the energy the UK needs
right now, while also helping to build the country’s
energy system of the future.
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 1 Overview 2 Programme & curriculum 3 FAQs

Eligibility & selection

We are looking for entrepreneurs, founders, A successful applicant will have a clearly
and teams who passionately believe in the defined value proposition and point of
power of technology to accelerate differentiation in the industry, with
energy transition. established branding and a story to tell.

To be selected, your startup must be focused on one of Startups applying:

our focus areas for 2023 and be classified as a
startup, based on the criteria below: Should be pre-series A

Registered in the United Kingdom or have significant C

business operations in the United Kingdom.

Revenue £0-50M May hav

0-250 Staff
May have more than one paying customer
Balance sheet £0-50M

Operating for less than 5 years Must be commercially focused - profit or not for
profit startup

Should be based in United Kingdom

The Shell StartUp Engine UK programme is a collaborative curriculum with learning modules, core startup deliverables,
workshops with experts, and mentorship. Therefore, startups that apply should have in-depth industry knowledge, be open
to mentoring and coaching, and be comfortable with presenting to make the most of the accelerator experience.

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1 Overview 2 Programme & curriculum
Programme focus 2023:
Hydrogen, CCUS (carbon capture,
utilisation & storage) and EV Charging
Over the next decade, Shell UK has five specific ambitions:
1. Keeping our energy flowing: Keeping the country’s
energy flowing while rapidly cutting the carbon footprint
of our supply to make Britain’s energy system cleaner and
stronger.
2. The power to go green: Increasing the development of
new low and zero-carbon energy sources in our industrial
heartlands to give businesses, services and sectors
the power to decarbonise.
3. Leading the charge: Leading a nationwide rollout of
charging infrastructure to accelerate the adoption of
electric vehicles, so that 90% of drivers are within 10
minutes of a Shell rapid charger.
4. Electrify my life: Electrifying the lives of our customers,
so they can live more convenient, cleaner an
better-connected lives. We aim to supply five million
UK customers with certified renewable electricity by
2030.
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3 FAQs
5. Generation net-zero: Investing in skills and
opportunities in communities across the UK to ensure
the energy transition is an opportunity for everyone.
Through these activities, we aim to help 15,000
people into jobs with a focus on the energy transition.
In 2023, there are three challenges Shell
StartUp Engine is focused on, in support of
these ambitions:
1. How can we accelerate the safe and
cost-effective production, storage and
distribution of hydrogen within the UK energy system?
2. How can we design and build new methods of
capturing and storing carbon to reduce historic
and current emissions? What new uses can we
uncover for carbon?
3. How can we increase the availability and
take-up of electric vehicles to support the UK
government’s target of 300,000 electric vehicles on
the road by 2030.
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1 Overview 2 Programme & curriculum 3 FAQs

Three focus areas for 2023

1
Hydrogen: Low cost production
Hydrogen is an exciting energy option with Grid integration
lots still to be explored and Shell sees the
opportunity for hydrogen use in a number Flexible storage
of areas: Distribution
Digital services
Power & heat

2
Carbon Capture, Utilisation & Storage: Capture
Shell’s ambition is to work with governments, Utilisation
customers and partners to unlock the
potential for CCS to abate emissions in the Storage
UK where there are not currently scalable Direct air capture
low carbon alternatives. Digital services
Monetisation

3
EV Charging: User behaviour
For EV use to grow more rapidly, drivers Grid integration
Accelerated deployment
convenient and reliable means of recharging
their vehicles. We aim for 90% of all UK Maintenance
drivers to be within 10 minutes of a Shell User experience
rapid EV charger by 2030. New business models

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1 Overview 2 Programme & curriculum 3 FAQs

What the
programme offers
Our structured and tested accelerator programme will help startups develop business models that resonate with
investors, will test the commercial viability of their businesses, and build credibility and trust with customers, partners,
and investors globally.

Our 3-6 month programme helps startups to:

Scale up their pitch, commercial, and investment readiness via a global ecosystem that provides
expertise, mentorship, and resources.

Build trust and validation via endorsement that reliably indicates the business is critical to the future
of energy.

Facilitate impact via opportunities for partnership and collaboration with other corporates who share
the same vision and values.

The programme offers potential opportunities for startups to interface with Shell businesses and/or other relevant

Expertise & opportunities Global mentoring & networking Trust & validation

Best-in-class structured business Access to wider Shell’s Selection and participation in

acceleration across core modules networks and partners. our programme lends credibility
for startups at different stages to your business.
and needs.

Access to specialists in the Access to a global network of Validation and proof of concept
ener assembled to industry/partner mentors, support for your startup.
deliver the curriculum. experts, and coaches.

Opportunities to interface with Access to the global network Demo Days – curated industry
programme partners for future of alumni and energy startup events will showcase startups to
deployments or investments. community. a wider audience.

Access to PR contacts to help

set businesses up for success.

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1 Overview 2 Programme & curriculum 3 FAQs

Curriculum:
Structure & delivery

Programme structure
Pitch readiness Commercial readiness Investment readiness
(How to pitch) (Proof of concept and proof (Process and products)
of value)

Startups will learn what a great pitch
needs and how to deliver it with c e.
In the lead up to the Demo Day startups will
participate in investor simulation sessions
with real investors to put learnings into
practice and hone their skills in telling
a clear story.
Startups will assess market viability, value
proposition, and business model. They will
identify the required infrastructure support,
understand industry norms, legal
frameworks, and regulations, and initiate
minimum viable product validation.
Startups will prepare a go to market
strategy, identify opportunities and
potential deployments. They will understand
investor process, jargon, term sheets, and
how to pitch and connect with investors.

Example outputs: Example outputs: Example outputs:

Understanding how much money you

How to pitch in 30 seconds Developing the business case
need (min/max)

Sales pitch Proof of concept Knowing your meaningful valuation

metrics

Customer pitch, media pitch, investor

Statement of work development Producing an investment pack
pitch

Product demo pitch Decision and business approval process Building a pipeline for potential investors

Legal, procurement, HSSE, IT, insurance Getting your documentation in order -

infrastructure constitution, NDA, stocks and register

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1 Overview 2 Programme & curriculum 3 FAQs

Programme components

Learning
A masterclass is held to emphasise key learning
points from the chapters released each week.
The curriculum modules will help startups shape,
build, and sell their business.

Mentorship
Startups will be matched with a mentor
(via speed dating) and will have dedicated 1-on-1s.
Each startup will receive a total of 40 hours of
mentorship and coaching.
Demo Day
The programme culminates in public pitch event
or Demo Day.
This curated event showcases startups to the wider
industry.
Last year, the 2022 Brazil Demo Day saw ten
startups pitch in person to a select number of guests
and was broadcast digitally to audience members
around the world. You can learn more about the day
and watch back the highlights at the Shell StartUp
Engine Brazil Demo Day.

Pitch practice Click here to watch the video

Pitch practice will start right at the beginning
of the programme, preparing startups to pitch

Deliverables
Startups will be expected to complete key
deliverables (e.g. business model canvas) to
be presented and discussed for feedback
during the course of the curriculum.

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1 Overview 2 Programme & curriculum 3 FAQs

Core curriculum overview

(example)
Similar to many business school courses, the programme offers a blended learning
experience. Each week, 6 hours of self learning chapters are released online via
the Shell StartUp Engine digital platform, followed by collaborative workshops
to solidify learnings and share experiences.

Shape Build Sell

Lean startup Customer Experimental Market Business Marketing & Technology Growth Finance Investment Scaling the
Themes mentality development design development PR team
& enterprise
sales

Welcome & Customer MVP & Corporate Enterprise Digital Technology Go to Revenue & Legal People & HR
Weekly mentor development experiment startup sales marketing & pricing
Learning management design collaboration infrastructure
Modules
OKRs Value Customer Corporate Growth PR & media Design Cash Investment Team &
proposition feedback testing hacking principles management readiness stakeholder
design loops (POCs) management

Lean startup Energy Market size Ethics & Cash

mentality landscape & competitor compliance management
analysis

Business Pitching & Product Safety People &

model design storytelling HR Demo
Day
Business Value Competitor TAM, SAM, Pitch deck Cap table, Product Go to Financial Investment Investment
Deliverables model proposition analysis & SOM share roadmap market model & deck simulation
canvas canvas substitute cert cates strategy forecast

Problem/ Pitch to your Reverse Customer Product Media Demo Demo Demo Investor
Pitch solution/ask pitch grandma pitch pitch demo pitch Day pitch Day pitch Day pitch pitch
Practice

Monthly workshops and group pitch practice co-delivered by programme manager and subject matter experts.

Operating
1-on-1 coaching sessions delivered by programme manager.
Rhythm

Weekly/monthly 1-on-1 with mentors and product owners.

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1 Overview 2 Programme & curriculum
FAQs
1. What is Shell StartUp Engine UK programme?
The Shell StartUp Engine UK programme is an acceleration
programme that supports energy related startups which
address energy transition. This programme helps
startups develop their capabilities and succeed as a
business, and/or pivot and scale.
Focus for 2023
This year our focus areas will be:
• 1. Hydrogen
• 2. Carbon capture, utilisation and storage (CCUS)
• 3. EV charging
2. Who is eligible to join this programme?
We’re looking for UK-based startups, who are pre-series A,
with technology that is tested/proven, but may or may
not be commercialised, within the domains of hydrogen,
CCUS and EV charging. To be eligible, startups must:
• Have a minimum viable product established
• Be operating for less than 5 years
• Have revenues £0-50M
• Employ 0-250 staff
A startup must be a registered business in the United
Kingdom.
3. When do applications close?
Applications close on April 30th 2023.
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3 FAQs
4. What are the selection criteria to join this
programme?
Submissions will be reviewed by experts from Shell
StartUp Engine and any other relevant organisation
deemed relevant by Shell.
The selection criteria will be based on the following:
(i) business model and commercial viability; (ii) team and
ability; and (iii) relevance of solutions to Shell and partners.
Shortlisted applicants will be notified within 1 month after
applications close and invited to a selection day, where
they will have the chance to meet other teams, pitch to a
judging panel, and receive feedback on their business
model from industry experts. A cohort of startups will then
be selected for the programme.
5. How many startups will be selected for this
programme?
We aim to select 10 startups, but this is also dependent on
the number and quality of applications received.
6. What time commitment is required of
participating startups?
The programme is a 3-6 month part-time commitment
involving weekly touchpoints with programme coaches
and mentors. At least one member of the startup’s founding
team will need to actively participate throughout the
duration of the programme. This is to ensure startups receive
the full benefits of the programme.
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1 Overview 2 Programme & curriculum 3 FAQs

FAQs continued
7. Where will the programme take place?
The programme will be run digitally in the UK with the
opportunity to attend physical meetups and networking events.
12. How does selection to the Shell StartUp
Engine UK programme influence selection to
other startup programmes run by Shell, or its
partners?

8. How is Startupbootcamp involved?

Startupbootcamp is the delivery partner for the Shell StartUp
Engine programme globally. Startupbootcamp is a global
network of industry-focused accelerators, helping startups
to grow and scale internationally.
9. Will Shell retain equity in my startup?
Admission into the Shell StartUp Engine UK programme
does not automatically guarantee admission to any
other startup programme run by Shell.
Have further questions?
Please get in touch with Adam Forbes, Shell StartUp
Engine UK Programme delivery partner:
adam.forbes@shell.com

Shell StartUp Engine and its partners will not retain any
equity in the startups through the programme.

10. Will there be a pilot/proof-of-concept or

investment opportunities with Shell or the
partners through the programme?

There is no guarantee of a pilot, proof-of-concept or

investment opportunity with Shell or any of Shell’s partners
by participating in the programme.

11. Will there be funding/investment

opportunities as a part of this programme?

There is no cash seed/grant funding or investment as part

of this programme.

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