Ready to Take Your Startup to the Next Level?
If you’re a U-M Ann Arbor faculty or staff member building a consumer IT* startup, Fuel Consumer IT can help you move it forward.
Apply now to access:
- Up to $100K in non-dilutive funding
- Expert feedback from experienced entrepreneurs
- Strategic guidance to tackle your next critical milestones
- Ongoing support to help validate, build, and scale your venture
Pitch your startup to a panel of entrepreneurial experts, gain actionable insights, and get the resources you need for your next stage.
Every Fuel award is intended to drive meaningful progress over the milestone period, moving the venture closer to commercialization or viability.
Please scroll down and read FAQ before applying.
*Consumer IT is defined as: Tech products and services, including devices, software, and platforms, designed for personal use by individuals for communication, entertainment, productivity, social interaction, health, etc.
A. PREPARE
Prepare to apply for Fuel Consumer IT by reviewing the application and budget templates. Don’t forget to check out the FAQ on the site.
B. APPLY
Ready to apply for Fuel Consumer IT?
C. PRESENT
Congratulations! Your team has advanced to the in-person presentations. Here’s what you need to know next.
Fuel Consumer IT: How It Works
Applications from U-M faculty and staff are accepted on a rolling basis, reviewed for completeness by Fuel staff, and then evaluated by a dedicated panel of five judges.
Non-dilutive grants range from $5,000 to $100,000.
Awarded teams with U-M-employed members must obtain Regents’ conflict-of-interest approval before Fuel funds can be disbursed; this process may take several months.
Fuel Consumer IT winners must be an incorporated business within 12 weeks of receiving the award if they are not already incorporated.
U-M Ann Arbor faculty and staff who have ownership in an awarded business must complete the conflict of interest process and obtain the Regents’ approval before receiving the grant.
BEFORE YOU APPLY, PLEASE READ THE FAQ BELOW
fuel consumer it faq
WHO CAN APPLY FOR FUEL Consumer it
To apply for Fuel Consumer IT funding, you must be a current faculty or staff member at the University of Michigan or Michigan Medicine with a significant role in the startup, such as a co-founder, officer, leader, or someone working full-time on the venture.
Students with ventures should consider the primary Fuel Program for funding. Click to be directed to our Fuel page.
how can i protect my intellectual property
Applicants should avoid including sensitive intellectual property in their application or presentation. This means not sharing technical details like materials processing, programming code, active contract negotiations, or any trade secrets. Only include information you’re comfortable sharing publicly.
Submitted materials will be shared with U-M staff and a select group of external professionals for assessment. If you have concerns or questions about intellectual property, contact Alison Smith at alisone@umich.edu before applying.
What expenses does Fuel consumer it support?
Fuel Consumer IT Grants Non-dilutive funding to accelerate commercialization milestones for U-M faculty and staff consumer tech ventures (typically 12-month awards).
Eligible Expenses:
- Technical & MVP development (engineering, cloud, prototyping)
- External technical vendors (contract developers, UI/UX, software agencies)
- IP protection, patent filings, and regulatory compliance
- Customer discovery travel and trade show registrations
- Specialized software, technical tools, and proprietary datasets
Ineligible Expenses:
- U-M faculty/staff salaries or retroactive pay
- General business software, marketing ads, or influencer fees
- Vendor costs without clear SOWs or competitive quotes
- Cash payments or gift cards for survey/test subjects
How to qualify for in-person presentations
Judges will use a rubric to determine which teams meet the established criteria to advance to the next stage in Fuel Consumer IT. Teams are evaluated individually against the rubric, not compared to one another. If the majority of judges agree that a team should advance to presentations, the team will receive an invitation.
who are the fuel consumer it judges?
The judges’ panel for Fuel Consumer IT will consist of 5 dedicated individuals, including entrepreneurial staff, directors, and experienced entrepreneurs from the U-M external network. For pitch presentations, judges can participate in person or remotely.
HOW JUDGES DETERMINE FUNDING AWARDS
Judges will use the same rubric to evaluate which teams meet the funding criteria. Teams are assessed individually against a set cut-off point. After presentations, judges may ask follow-up questions and discuss the appropriate funding amount. If the majority agrees that a team deserves funding, a notification will be sent to that team.
how is funding awarded
Teams with U-M-employed students, staff, or faculty must receive Regents’ conflict-of-interest approval before Fuel funds can be disbursed. This process may take several months. Funds are awarded directly to the incorporated business after approval.
Who is my fuel consumer it contact
Please contact Alison Smith with your questions: alisone@umich.edu
Need more answers? Schedule a virtual meeting with Alison Smith