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Scripps College
of Communication
Building a Media Entrepreneurship
Ecosystem:Beyond the Classroom
Dr. Michelle Ferrier, Associate Dean for Innovation, Research/Creative Activity and Graduate Studies
Scripps Howard Journalism Entrepreneurship Institute,
January 8, 2015, Arizona State University
Associate Dean for Innovation | Associate Professor Scripps College of Communication, Ohio University, OH; ferrierm@ohio.edu; Twitter: @mediaghosts
Vice President, Journalism That MattersFounder, Create or Die Startup Gatherings
Founder, LocallyGrownNews.com
Chief Investigator: Media Deserts Project
Mother of Google Maps
Educator
Entrepreneur
Mentor
Scholar
New Media
Innovator
Dr. Michelle Ferrier
Scripps College of Communication
Innovation Activities What was it?
BBS/Fax on Demand (Intrapreneur) Early technology adoption with members
NEAOnline (Intrapreneur) Developed first web presence for National Education
Association on AOL
SimSchool (Intrapreneur) Development of school system simulation at NEA
Education Insider (Entrepreneur) Magazine startup for parents of school-aged children
EHCWired.com (Intrapreneur) First independent online college news site; first online
course at the college (2002).
Media Power Lunch (Entrepreneur) Short, online learning for beginning journalists
(MediaBistro predecessor)
Highlands Family (Entrepreneur) Hyperlocal, hybrid online/print news for families in
Appalachia
CopyWash.com (Entrepreneur) Online copy editing services
Digital Identity/Reputation Management
(Entrepreneur)
Patent pending technology on managing identity from one
platform
MyTopiaCafe.com (Intrapreneur) Online community for newspaper nonsubscribers
LocallyGrownNews.com (Entrepreneur) Hyperlocal online news franchise
Michelle Ferrier: Innovation Activities in New Media
Scripps College of Communication
Adapting to an
Uncertain Future
“The pace of technological change will not abate. If
anything, it will continue to increase. To think of
this as a period of transition from one state to
another is unwise. How do we staff news
organizations with the appropriate kinds of
resources and the appropriate mindset such that
constant innovation is imbued into an
organization’s DNA and into the role of every
participant?”
– Richard Gingras, head of news products, Google.
Scripps College of Communication
New
Challenges/OpportunitiesFour strategic questions that
frame the new challenges and
opportunities for media
organizations.
Source: The Big Thaw: Charting a Future for
Journalism, Deifell, 2009.
Scripps College of Communication
Media Entrepreneurship
/InnovationNew Competitive Landscape:
How is the landscape changing?
New Sources of Value:
What needs can be met, problems solved or desires fulfilled?
New Distinctive Competencies:
What new capabilities are needed to succeed?
New Business Models:
How are media organizations structured to capture value?
Scripps College of Communication
This isn’t about startups.(but a way of thinking…and startups too.)
“We need to use these new
leadership practices in our
core business, because we
face so much uncertainty
and need to continue to
reinvent ourselves.”
-- Scott Cook, Co-founder,
Intuit.
Scripps College of Communication
Scripps College of Communication
Pathways to Innovation
Scripps Innovation Challenge: University-wide student media entrepreneurship competition.
Mobile Module: Two-week module taught by industry experts and infused throughout curriculum.
Game Research and Immersive Design Lab: Pre-incubation space for game development teams.
Innovation Center/Digital Media Incubator: Early-stage investment in student/graduate companies.
Joint Certificate in Entrepreneurship with Business
Partnerships with Accelerators: Internship opportunities for students with startup companies.
Dr. Michelle Ferrier, Elon University, @mediaghosts
Scripps College of Communication
Scripps College: Blend of
Academic/Experiential Programs
Classes: Online Journalism Development, Certificate
in Entrepreneurship; class participation in Scripps
Innovation Challenge.
Experiences: Scripps Innovation Challenge, GRID Lab
Incubator Program, Digital Media Incubator.
Hacking the Curriculum: Just-in-time learning
modules across many classes
Engaging Community: Media entrepreneurship
accelerator programs; Media Deserts Project.
Scripps College of Communication
What is the
Scripps Innovation Challenge?
The challenge is a student competition that
asks teams to come up with a startup
business/product/service/process based on
media and communication challenges.
Student teams compete for prizes totaling
$25,000.
Scripps College of Communication
2014 SIC Winners
Scripps College of Communication
Leah Petrovich: 2013 SIC Winner
"Throughout the interview I kept
selling SIC, and I told them it was
this really cool thing I was a part of
during college where I got to work
with a team of people, create and
flesh out this business idea, and
ultimately win $10,000.”
"When you have an experience
like that, in the startup world,
that's a Golden Ticket."
Scripps College of Communication
Startup Accelerator
Fellowships
Scripps Innovation
Challenge participant
and president of The
Ohio University
Entrepreneurship Club,
Alexander Harshaw,
spent his summer in
NYC as a digital media
intern at Dreamit
Ventures.
Scripps College of Communication
Scripps International
Innovators Cup
Colleges and universities pit their best student team around a new media business idea with other teams from around the world. Only one team per school may enter.
Teams compete for a $5,000 cash prize.
Scripps College of Communication
Challenges for 2015
Water Quality Alert System: Come up with a
way for citizens to report water quality issues.
Pushing Content to Large Groups: Create a
way to identify groups of people in a geographic
area and push content in real time.
Engaging Online Commenting: Empower
readers to proactively leave comments within
stories and drive conversations on websites.
Scripps College of Communication
Ohio University
Entrepreneurship
Ecosystem
1. University focus on
innovation and
entrepreneurship
through faculty
research, student
innovation and
curricular change.
2. Grow Your Own/
Partnerships with
external agencies with
roots at OHIO:
TechGrowth Ohio;
Adena Ventures,
Athena Ventures.
Scripps College of Communication
The OHIO Entrepreneurial
Ecosystem
Scripps College of Communication
OHIO University SystemCenter for Entrepreneurship in business school; joint
certificate program in media entrepreneurship; faculty
champion development and support.
Innovation Center: Partner on Digital Media Incubator
for student and community startups; Startup
Weekends; local meetups.
Technology Transfer Office
University Initiative on
innovation/entrepreneurship/social innovation.
Scripps College of Communication
OHIO Entrepreneurship
Ecosystem/Timeline
Ohio University Entrepreneurship Ecosystem/Timeline:
http://www.ohio.edu/research/communications/entrepreneurs.cfm
Lisa Delp, executive director of the Ohio Third Frontier program, says that the
Ohio University administration’s prioritization of technology commercialization
and entrepreneurship activities, as well as the ecosystem’s ability to unite and
energize existing regional programs—without duplicating efforts—has led to
progress. “What Southeast Ohio has done has really been
transformational,” she says. “Ohio University has focused not only on
reaching the local community in Athens, but reaching into the whole region
and making sure that different organizations and stakeholders are included.
That mission to help advance economic growth and development in
Southeast Ohio really shines through in the things that they do.”
Scripps College of Communication
Think/Do Innovation
Business Model Generation: Alexander Osterwalder and Yves Pigneur
Scripps College of Communication
Student Entrepreneurship
Skills and Knowledge1. Construct and deliver a pitch.
2. Conduct market research.
3. Conduct audience analysis.
4. Understand the entrepreneurial landscape/startup culture.
5. Conduct a competitive analysis.
6. Create a minimum viable product.
7. Read, understand and create financial statements.
Ferrier, Michelle. “Media Entrepreneurship: Curriculum Development and Faculty Perceptions of What
Students Should Know, Journalism & Mass Communication Educator, 2013.
Scripps College of Communication
Challenges for
Higher EducationFaculty champions
Credibility gap
Making it real
Professional culture
Pace of media evolution
Curriculum resources
Making it count
Ferrier, Michelle. “Media Entrepreneurship: Curriculum Development and Faculty Perceptions of What
Students Should Know, Journalism & Mass Communication Educator, 2013.
Scripps College of Communication
Building the Media
Entrepreneurship EcosystemAwareness: Scripps International Innovators Cup for student-led
innovation global competition.
Exchange: AEJMC Pre-Conference on Media Entrepreneurship in
August 2015; http://media-entrepreneurship-course-
development.wikispaces.com
Research: Two calls for special issues on media entrepreneurship
(Newspaper Research Journal, Journalism Practice).
Education: Scripps Howard Journalism Entrepreneurship
Institute; FB: Media Entrepreneurship group
Scripps College of Communication
Scripps College of Communication
For More Information
Dr. Michelle Ferrier
Associate Dean for Innovation, Research/Creative
Activity and Graduate Studies
740.593.9860
ferrierm@ohio.edu
@mediaghosts
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