startAD| AWE Program

Program

AWE is a global US initiative designed to empower women worldwide to fulfill their economic potential and, in doing so, create conditions for increased stability, security, and prosperity for all. The target is to reach 50 million women by 2025 by promoting an enabling environment that reduces barriers and facilitates women’s participation in the economy. Organized by the US Embassy Abu Dhabi and in partnership with startAD, AWE’s UAE-founded local women-owned businesses to focus on business resilience with a view to survive, thrive, and then grow in these new market conditions. Over the last four months, these businesses have been equipped with the training, connections, and mentorship to reset their path to profitability. AWE UAE will conclude with a showcase event on International Women’s Day, March 8, 2021.

AWE Cohort 1

Himma

A social initiative promoting the mental wellbeing of young girls.

Safe Space

Offering educational opportunities and promoting mental health.

Milieu Environmental Consultancy

Offering high-quality technical services in sustainable development fields.

Programmers Zone

Specialising in coding courses for children and adults as well as website and app development services.

Social Media Strategy ME

A digital agency providing technical and digital solutions to individuals, corporates, and brands.

Kenzi Beauty Trading

Providing quality products and equipment for spas and salons.

Turf Cafe and November Cafe

Specialty coffee shops with a passion for all things coffee.

Trident Trackway

Focusing on construction related projects manufacturing, renting, and selling temporary roadways and access flooring for events, construction, and emergency application.

Something Design House

An architectural and interior design firm.

Program Phases	SKILL - Reimagine Possibilities	SCALE - Reinvent Your Business
Duration	October - November 2020	January - March 2021
Format	9 online sessions (2-3 hours each)	12 online sessions (2-3 hours each)
Focus areas	Re-energise and refill your tanks. Reset your mindset to a new paradigm Explore your business model for value and opportunity Access experts who can answer your questions and help you gain insight to make informed decisions Develop an actionable strategy to meet market needs	Conduct customer discovery with decision makers across a range of sectors Access new markets through potential partners, new customer channels and potential investors Interact with a pool of talented Emirati student interns who can provide diverse resources to execute on specific projects Pivot, transform, and strengthen your business through guided learning and execution
Support	Business and innovation experts	Guided by a mentor, business strategist, and a supportive community
Outcome	Craft an Action plan Explore your business for value and opportunity. Identifying tangible next steps, and what you need for the way forward	Bring the plan to life Receive guided support to execute and adjust the plan to meet actual business needs
Next Steps	The action plan is submitted and if successful, your business will move forward to the next phase. Whatever the outcome, you will be energized, have access to a broader resource network, and have a business continuity plan to work with.	The phase 2 finale will be the opportunity to showcase your achievements and business potential at a high-profile event to celebrate Women’s Day 2021.

Who should apply?

Women entrepreneurs between the ages of 20-55, with a strategic decision-making role
SMEs that can demonstrate 2 years of operating revenue are encouraged to apply
Businesses with a minimum of four team members
Applicants that can commit to attending every workshop and complete all assignments

Why Apply?

Gain the skills and tools to re-imagine and revitalize your business for current market conditions
Get trained by experienced business strategists, innovation experts, and mentors to reset your path to profitability
Connect with key regional and global stakeholders through the US Embassy and startAD global network
Access to skilled interns and local talents to fill project resource gaps
Showcase your business to potential partners, customers, and supporters at a high profile event on International Women’s Day on March 8, 2021

Evaluation Criteria

Future potential of the business: Scope for continuity and future growth
Team: Demonstrable curiosity and openness to the opportunity. Ability to commit the time to work “on the business”, do the work required to adapt the business
Commitment: Willingness to explore, listen to learn, receive and share feedback, let go and re-imagine. Readiness to support the community

Aug 12, 2020

Applications open

You are welcome to apply!

Apply>>

Sep 17, 2020

Virtual information session

Attend our virtual information session to learn more about the program

Sep 26, 2020

Applications close

Last day to submit your application

Oct 2020

Power breakfast

Network with our thriving community

Oct 18 - Nov 7, 2020

Phase 1 bootcamp + sprint

Craft an action plan. Explore your business for value and opportunity. Identify what you need for the way forward.

Nov 12, 2020

Phase 1 submissions

Submit your action plan

Jan 17 - Feb 28, 2021

Phase 2

Bring your plan to life with guided support

Mar 8, 2021

Showcase

Showcase your achievements and business potential at a high-profile event to celebrate Women’s Day 2021