Google for Startups gives $2 million to Atlanta Black founders

Google for Startups is making a sizable investment in Atlanta's ecosystem of Black entrepreneurs.

Google said Tuesday it's giving $2.3 million to nearly three dozen Atlanta business owners as part of the company's Black Founders Fund.

"It is game changing," said Carolyn Pitt, one of the recipients and founder of Film Connx, a platform that links TV and film studios with vetted local crew looking for work.

"Oftentimes Black founders face a triple whammy of not having a friends and family round [of funding], not having lots of savings and then not experiencing a lot of success attempting to access funding from venture capital."

Google for Startups will provide $5 million for 76 Black entrepreneurs nationwide. Metro Atlanta has 35 recipients, the most of any major U.S. city.

"I think the world is just starting to take notice that Atlanta is a vibrant and growing tech ecosystem and hub," Pitt said.

Business owners will receive up to $100,000 based on need. The funds are "non-dilutive," meaning Google will not receive an equity stake in the businesses.

"We saw it as an opportunity to bring resources and make sure that Black founders in our network were able to sustain through the year and also had access to even more resources and goodness from Google," said Jewel Burks Solomon, head of Google for Startups U.S.

In addition to funding, award recipients will get support from mentors and credits for Google cloud services and advertising.

During the early escalation of the pandemic, 41% of Black-owned businesses closed. As many as 45% of minority-owned businesses said they could shutter by the end of the year.

In light of those trends, Google for Startups launched the Atlanta Founders Academy in April. The eight-month program includes 40 local startups. Many will receive money from the Black Founders Fund.

Google for Startups is teaming with Atlanta-based Goodie Nation to distribute the money. The nonprofit will also support the founders by making introductions to "influencers for key endorsements or advisor roles, to large companies for partnerships and paid pilots, and to investors," said Joey Womack, founder and CEO of Goodie Nation.

Goodie Nation has had a relationship with Google since 2014.

In the short-term, Womack said he would like to see this award lead to a "movement" where other large companies commit to support startups. That support would likely generate jobs, create income and boost revenue, Womack said.

Pitt said she plans to use the Google for Startups funds to employ more people, increase sales and marketing, and develop the Film Connx's app that allows film studios to find local production crew. For the 1-year-old company, the funding could not come at a better time. After shutting down in March, Georgia's TV and film studios are poised to begin producing content.

"We know that the ramp up is coming," Pitt said. "We know that there are already 29 films filming in Georgia, and for each of those productions, when it's time for them to green light, they need to quickly find crew."

Georgia-based Black Founders Fund recipients: