Aejmc 2015 pre-conference_media-entrepreneurship

Media Entrepreneurship: Building the Landscape

AEJMC Pre-Conference Workshop 2015

Our Sponsors

Participatory Journalism Interest Group, AEJMC

Media Management and Entrepreneurship Division, AEJMC

Your Hosts

• Dr. Liz Viall, Instructor, Eastern Illinois University

• Dr. Amy Jo Coffey, Associate Professor, Department of Telecommunication, University of Florida

• Dr. Michelle Ferrier, Associate Dean for Innovation, Scripps College of Communication, Ohio University

Our Agenda

• Welcome and Introductions• Media Entrepreneurship: Student Perspectives• Media Entrepreneurship: Faculty Perspectives• Strategic Partnerships and External Relations• Lunch• Human-Centered Design Principles: Imagining

the Ecosystem• Pitching Ideas/Next Steps

Our Objectives1. Expose new and experienced faculty members to the variety of ways

students can engage in media entrepreneurship in and outside the classroom;

2. Address the barriers/challenges to development of media entrepreneurship activities: Promotion/tenure; funding; faculty experience, etc.

3. Provide faculty members with the experience of creating a “startup” around a media entrepreneurship idea by working in teams...modeling the structure and behaviors of student teams;

4. Develop a community of faculty around specific ideas that serve institutions with different characteristics -- small/large institutions, undergraduate/graduate, curricular/co-curricular and extracurricular; etc.

5. Create a “compendium” of ways to develop the media entrepreneurship environment within and outside the university.

Introductions

• Your name• Your title/affiliation• Your institution size/number of

students/location• What you hope to take away from today?

Four strategic questions that frame the new challenges and opportunities for media organizations.

Source: The Big Thaw: Charting a Future for Journalism, Deifell, 2009.

Four Strategic Questions

• New 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?

Digital Media Market Sectors

• Experiential & Immersive Entertainment• Modeling & Simulation (virtual worlds,

augmented/mixed reality)• Game Development & Publishing• Motion Picture Creation (webisodes,

animation, visual effects, audio/sound design)• Pre-Vis/Visualization (data, mapping,

architectural, bio-medical

Dr. Michelle Ferrier, Ohio University, @mediaghosts

Digital Media Market Sectors

• Mobile Media• eLearning• Interactive Marketing & Advertising (social

media, online ads, in-game ad placement• Content Aggregation & Distribution (niche

portals)• Internet A/V Content Distribution (streaming

media)• Web Content & Application Development


Student 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 Barrett. “Media Entrepreneurship: Curriculum Development and Faculty Perceptions of What Students Should Know,” Journalism & Mass Communication Educator, Sept. 2013, Vol 68, Issue 3, p. 222.

The Lean Startup by Eric Ries

Business Model Canvas

http://www.businessmodelgeneration.com/canvas/bmc

Challenges for Higher Education

• Faculty champions: Care and support• Credibility gap: Who is an entrepreneur?• Making it real: Experiential learning;

consequences• Professional culture: Editorial vs. financial• Pace of media evolution: Crazy!• Curriculum resources: Scarce• Making it count: Tenure, making it visible


Dr. Michelle Ferrier, Elon University, @mediaghosts

OHIO University Pathways to Innovation

• *Scripps International Innovators Cup: Global competition for student teams on media entrepreneurship.

• *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.

• Digital Media Incubator: Early-stage investment in student/graduate companies.

• *Certificate in Entrepreneurship with Business• *Partnerships with Accelerators: Internship opportunities for

students with startup companies.

Challenge: Addressing Sexual Assault on College Campuses

Sanusi Shehu talks about his second Scripps Innovation Challenge project: Video

https://youtu.be/g2TFqMBkQ0M

Team Du Monde 2015

https://www.youtube.com/watch?v=D2lwPohVvSU

https://www.youtube.com/watch?v=D2lwPohVvSU

Ohio University | Team Du Monde

2015 Inaugural Competition Winners

Media Entrepreneurship: Faculty Perspectives

• Rachele Kanigel, San Francisco State, Classes and connection to external community

• Amy Schmitz Weiss, San Diego State University• Anne Hoag, Penn State, E-Ship Minor in New

Media• Michael Humphrey, Colorado State, Startup

Intern• Staci Baird, Stanford University, intrapreneurship• Carrie Brown, New Social Journalism MA

program at CUNY Graduate School

Connecting to the Community

• Susan Mernit, CEO/Executive Director, co-founder, Hack the Hood/Center for Media Change; founder, Oakland Local.

• Sian Morson, CEO/Founder, Kollective Mobile, a mobile strategy and development agency; author, Designing for iOS

Innovating for People: Luma InstituteHuman-Centered Design: The discipline of developing solutions in the service of people. Every story of a good innovation--whether it's a new product, a new service, a new business model or a new form of governance-- begins and ends with people. It starts with careful discernment of human needs, and concludes with solutions that meet or exceed personal expectations.

http://www.luma-institute.com/

Innovating for People: Luma Institute

The exercises we are using are:• 1. Statement Starters• 2. Stakeholder Mapping• 3. Creative Matrix• 4. Rose, Thorn, Bud• 5. Importance/Difficulty Matrix• 6. Concept Poster • 7. Visualize the Vote• 8. Critique



Statement Starters

• Small/Rural Schools• A Solution for Every

Budget/Time Frame• Extracurricular/Holistic

Engagement• Making it

Real/Experiential Learning

• Making it Count/Faculty Champions

Statement Starters



Stakeholder Mapping

Stakeholder Mapping

Stakeholder Mapping

Stakeholder Mapping

Stakeholder Mapping: Results

• What are some of the “unusual suspects” you included in your map? Why?

• Where do you see areas/groups of people that could help grow your media entrepreneurship ecosystem? What do you need to engage them?

• Look at other maps. Who do you see new on other maps? Who has stakeholders that are alike?



Creative Matrix

• Give each participant a pen and sticky note pad.

• Ask them to ideate at the intersections of the grid.

• Write down one idea per sticky note.

• Start the clock. Limit time to 15-20 minutes.

• Draw pictures of the ideas.• Try to fill every cell on the

grid.• Tally number of ideas per

team. Reward quantity.



Rose, Thorn, Bud

• Each participant gets a pen and sticky note pad.

• Rose = Positive Things• Thorn = Negative Things• Bud = Potential• Generate as many data

points • One insight per sticky

note



Importance/Difficulty

Matrix



Concept Poster



Visualize the Vote: Results

• What ideas rise overall in the imagination of the group? Why? What is appealing? Get feedback from group.

• What details were selected? What is it about the detail? Is it a bud that could become its own idea?



Student 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 Barrett. “Media Entrepreneurship: Curriculum Development and Faculty Perceptions of What Students Should Know,” Journalism & Mass Communication Educator, Sept. 2013, Vol 68, Issue 3, p. 222.

Business Model Canvas

Next Steps

• What do we need as faculty members to be successful? How do these needs change based on size of institution, instructor experience and relationships, school location and other factors?

ResourcesThe Business Model Generation book by Alexander Osterwalder and Yves Pigneur. This book introduces students to the 9-square business model canvas and gives them a framework for presenting their ideas.

The Value Proposition Design book goes deeper into thinking about the problem statement and the value proposition that underlie successful ideas.

ResourcesInnovating for People: Luma Institute. Solutions that meet or exceed personal expectations.

http://www.luma-institute.com/

Entrepreneurial Journalism: How to Build What’s Next for News by Mark Briggs focuses on news innovations and the media landscape.

Resources: The Lean Startup by Eric Ries

Thank You!• Dr. Michelle Ferrier, [email protected]

• Dr. Liz Viall, [email protected]

• Dr. Amy Jo Coffey, [email protected]