This site uses cookies. By continuing to browse the site you are agreeing to our use of cookies. Find out more hereX

Home > News > Latest News

Latest News / Five Brazilian LiveWIREs join prestigious business accelerator


Five entrepreneurs supported by Shell Iniciativa Jovem, the Shell LiveWIRE programme in Brazil, have been selected to join Startup Rio, one of the country's top business accelerators, to take their digital start-ups to the next level.

A public-private initiative of the State of Rio de Janeiro, Startup Rio aims to transform the region into an international hub for digital technology. It provides entrepreneurs with a comprehensive programme of education and business support focused on digital tech entrepreneurship. Each entrepreneur receives R$ 60k (US $17k) of seed capital, along with co-working space and mentoring to enable them to test and develop their digital enterprises and to create market opportunities at home and internationally. Entrepreneurs also receive support from the programme's influential partners including Endeavor, SEBRAE and Assespro.

The five selected businesses, spanning sectors ranging from education to pets, include:

Adorável Criatura

Sônia Díocles Rondon

Is a collaborative space that connects pet owners and companies supplying products and services for the pet industry, providing customers with the information and advice they need to gain the best deals and solutions to their pet related needs.

Me passa aí

Maria Victoria Scholte

Aiming to become the 'NetFlix for University', Me passa aí provides video classes to enable students to quickly fill in gaps in their learning or revision to enable them to perform better in exams. The company has more than 1,500 classes available, with four million minutes watched in over 125 countries worldwide with students in over 900 different educational institutions.


Douglas Alves

Trustme is a branding agency focused on business, brand repositioning and new ventures. Its goal is to allow brands to hear, feel and understand the aspirations of their stakeholders and uses this to develop conceptual foundations that impact positively on the consumer experience and customer loyalty.


Fabio Mendonça

Is a collaborative platform that encourages physical activity in groups by connecting people with common sports interests and helping them get together for specific activities. The platform is also able to track local sports venues, such as schools, leisure centres and gyms. The user can manage an agenda which can be shared with other users to encourage participation.


Patricia Toscano Da Silva

CRIO is an online collaborative platform that connects entrepreneurs with creative industries and investors to generate sustainable impact through creativity and innovation.

In order to be enrolled on the Startup Rio accelerator programme, each of the five businesses underwent a competitive selection process and were chosen on the viability of their business model and the entrepreneurial strength and business acumen of the owner.

Prior to enrollment, each of the entrepreneurs had successfully completed the 12 month Shell Iniciativa Jovem programme, and had received the programme's prestigious 'Sustainable Development Seal', acknowledging that their businesses are economically and environmentally sustainable.

The Shell Iniciativa Jovem programme involves two distinct stages: Over the first six months of the programme, the participants focus on researching and developing a viable business plan. During this phase the budding entrepreneurs have access to the programme's training resources and business development tools, along with access to mentors, other young entrepreneurs and academics for business advice and guidance. At the end of the first stage, the participants have to pitch their business plans to a judging panel which assesses the commercial viability of the business idea. If successful, the entrepreneur embarks on the programme's second stage, which involves starting the business and testing the market's reaction over a period of six months.

Businesses which successfully complete the 12 month programme are then assessed for the prestigious Shell Iniciativa Jovem Seal under three main criteria: Governance and management; vision and strategy; and, environmental impact.

By receiving the programme's Seal certification, each of the entrepreneurs has demonstrated that they have an economically viable business model and that their companies are environmentally and socially responsible.

Speaking about the impact that Shell Iniciativa Jovem has had on her business, Sônia Díocles Rondon of Adorável Criatura said, "The Shell Iniciativa Jovem Programme was invaluable for my personal and business development. The programme enabled me to become a confident entrepreneur with a viable and sustainable business model. It was definitely a game changer for me.”

Commenting on the early stages of her experience at Startup Rio, Maria Victoria Scholte of Me passa aí, said, "We are currently in the '100 days challenge' phase which involves a series of lectures and coaching to help the validation and development of our business application. Following this, we will make a presentation to a panel and, if approved, we will continue to the second phase of the programme, where all companies receive equity-free financial support R$ 60,000.”

Leise Duarte, Social Investment Manager, Shell Brasil and Programme Manager of Shell Iniciativa Jovem, said, "The five companies were successfully sealed by the Shell Iniciativa Jovem programme and automatically joined our entrepreneurship network. We have offered them support throughout the programme and now it's time for them to face all the opportunities in the market, and joining Startup Rio is one of them.

"This will enable each of them to develop their business even further, and the enrollment of the businesses in such a renowned programme shows that Shell Iniciativa Joven equips entrepreneurs with the right knowledge and tools to succeed and achieve their potential.”


Five Brazilian LiveWIREs join prestigious business accelerator
Increase Font Decrease Font