npm start não funciona

Quando tento rodar a aplicação na pasta do projeto:

E:\alura\react-pt3\projeto-instalura-ssr-v1>npm start

> instalura-ssr@0.0.1 start E:\alura\react-pt3\projeto-instalura-ssr-v1
> if test "$NODE_ENV" = "production"; then npm run prod; else gulp dev; fi

"$NODE_ENV" foi inesperado neste momento.
npm ERR! code ELIFECYCLE
npm ERR! errno 1
npm ERR! instalura-ssr@0.0.1 start: `if test "$NODE_ENV" = "production"; then npm run prod; else gulp dev; fi`
npm ERR! Exit status 1
npm ERR!
npm ERR! Failed at the instalura-ssr@0.0.1 start script.
npm ERR! This is probably not a problem with npm. There is likely additional logging output above.

npm ERR! A complete log of this run can be found in:
npm ERR!     C:\Users\MarceloPN\AppData\Roaming\npm-cache\_logs\2019-09-05T23_02_52_012Z-debug.log

E:\alura\react-pt3\projeto-instalura-ssr-v1>projeto-instalura-ssr-v1

Como devo proceder?