International Visitor Leadership               Program  Business Development : A Project for Syria             Peter H. Ha...
What has changed in just   the last five years? "Facebook didnt exist;Twitter was a sound; thecloud was in the sky; 4G  wa...
Part 1
What we Used to Believe
Entrepreneurship can’t be taught
What We Now Know
Entrepreneurship can be taught    to those that volunteer
Not Easy
2 Kinds of “E” activities      Necessity    Opportunity
Kauffman Index of Entrepreneurial              Activity• In 2011, every month, an average of over 3.4  out of 1,000 adults...
Kauffman Index of Entrepreneurial              Activity    • California had 3rd highest entrepreneurial      activity rate...
Kauffman Index of Entrepreneurial              Activity    • Kentucky had 10th highest entrepreneurial      activity rates...
What we Used to Believe
Entrepreneurship education =years in school or tons of money
What we Used to Believe
Startups are a Smaller Version of       a Large CompanySource: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
What We Now Know
Startups Search                 Companies ExecuteSource: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
What we Used to BelieveSource: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
Plan Meets First Contact with            CustomersSource: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
What We Now KnowSource: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
No Business Plan survives first     contact with customersSource: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
What We Now KnowSource: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
More startups fail from a lack ofcustomers than from a failure of     product developmentSource: http://steveblank.com/too...
We Now Know How to Make        Startups Fail LessSource: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
How?   Teach the Entrepreneurial APISource: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
Entrepreneurial Education begins with the Search for a Business            ModelSource: http://steveblank.com/tools-and-bl...
Source: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
All this content is OPEN SOURCE
What’s A Startup?
A temporary organization         designed to search for a        repeatable and scalable             business modelSource:...
A Startup aims to become a              companySource: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
It is not the customer’s job to     know what they want.           - Steve Jobs
Maximizing learning (about the   customer) per unit timeSource: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
Startups that succeed are thosethat manage to iterate enough  times before running out of           resources.      - Eric...
Life’s too short to buildsomething nobody wants.    - Ash Maurya, Running Lean
key activities      value      relations                            proposition   customer relationships                  ...
9 Guesses                            GuessGuess    Guess                                     Guess                  Guess ...
Part 2
Source: Ezzell,T., Lambert, D., and E. Ogle. Strategies to Economic Improvement in Appalachia’sDistressed Rural Counties, ...
Source: Ezzell,T., Lambert, D., and E. Ogle. Strategies to Economic Improvement in Appalachia’sDistressed Rural Counties, ...
Source: Ezzell,T., Lambert, D., and E. Ogle. Strategies to Economic Improvement in Appalachia’sDistressed Rural Counties, ...
Part 3
Multi-year
Interdisciplinary
2 Course Credit
Work College - $3,000
8 Week Summer Program
The Appalachian Region
My training and experience provided me an opportunity to learn and work with IDEO.                Concept 1:Design Thinking
Ideation, Prototyping
Concept 2:Team-Based  Learning
Research Team
Concept 3:Human-Centered   Design
Characterizing a Design ThinkerEmpathy. They can imagine the world from multiple perspectives – those of colleagues,client...
Part 4
Small Rural Appalachian Community               Economic Development (CED)Traditional ED Strategy / Tool                Di...
EPG Small Rural Appalachian Community        Economic Development ModelTraditional ED Strategy / Tool    Direct, Short-ter...
3rd largest industry in Kentucky, Tourism is theproviding $3.3 billion in salaries annually This is despite  only 34%     ...
The tourism and travel industry contributed nearly   $11.7 billion to Kentucky’s economy     in 2011.—an increase of   3.0...
Key FactsVisitors come to Daniel Boone Country Region•It is peaceful/relaxing (81%),• It is a safe destination (74%),•   T...
The Daniel Boone Country VisitorAverage Income   : $68,560Average Age:   50.8Average Travel   Group Size: 369% short pleas...
…growing popularity of ecotourism andheritage tourism…contained the potential forbuilding an alternative economy, one that...
3 Years Research Activities   • Demographic Analysis   • Economic Analysis   • Community Survey   • Site visits
"The traveler/tourist persona profile gives you a chance to truly   empathize with target marketsegments, stepping out of ...
34 Personas
Online consumer recommendations are the second most trusted source of brand         advertising, second only to“recommenda...
Key Question   Can Social Media be a tool todevelop an alternative economy in    Appalachian communities?
We observed and we listened to the KRADD business owners,  attraction and destination           operators
Part 5
How to spend 36 hours in      Damacus?
36 Hours in Damacus
Straight Street
Umayyad Mosque
The National Museum of Damascus
Grape Leaves
Who Cares?
“When multiple reviewers start to mention the same thematic things,such as the service is poor, users then  assume this co...
The Travelers’ Next Steps• Once returning home from their trip• Uploaded multiple pictures on Facebook• Wrote reviews on t...
So What?
1,214 Social Media Reviews      250,000 views
Source:http://www.dr4ward.com/dr4ward/2013/02/what-does-the-chinese-smartphone-market-look-like-infographic-chart.html?utm_s
Any Questions or Comments??
Who is the next DUKE in thePerry County?  Use social   media to acknowledge  loyal local  customers
International Visitor Leadership Program (v2)
International Visitor Leadership Program (v2)
International Visitor Leadership Program (v2)
International Visitor Leadership Program (v2)
International Visitor Leadership Program (v2)
International Visitor Leadership Program (v2)
International Visitor Leadership Program (v2)
International Visitor Leadership Program (v2)
International Visitor Leadership Program (v2)
International Visitor Leadership Program (v2)
International Visitor Leadership Program (v2)
International Visitor Leadership Program (v2)
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  • Amelia – The Letterman Top Ten - The current issue of time list the top ten – 1. Accountant 2. Entrepreneur 3. Police office. 4. Network an computer systems 5. Nurse 6.Nurtitiionist 7. Physical therapist 8. Teacher 9. Mathematician 10. Government manager
  • Hackbert The Kauffman foundation tracks a measure of entrepreneurial activity
  • Hackbert The Kauffman foundation tracks a measure of entrepreneurial activity
  • Hackbert The Kauffman foundation tracks a measure of entrepreneurial activity
  • 02/16/13 Ashoka U Exchange Arizona State University, Tempe Arizona February 10-11, 2012 Building Analytical Business Skills for Social Entrepreneurs
  • Map Your Business Model - Map out a simple, text-based version of your business model. - Write each business model element on an individual Post-it™ note. - Mapping can be done individually or with a group. Draw Each Business Model Element - One at a time, take each Post-it™ drawing representing the content. - Keep the images simple: omit detail. - Drawing quality is unimportant: just convey the message. Define the Storyline - Decide which Post-it™ notes you will put up first when telling your story. - Try different paths. You might start with Customer Segments, or maybe the Value Proposition. - Basically, any starting point is possible if it effectively supports your story. Tell the Story - Tell your business model story one drawn Post-it™ at a time. 02/16/13 Ashoka U Exchange Arizona State University, Tempe Arizona February 10-11, 2012 Building Analytical Business Skills for Social Entrepreneurs
  • Here is the EPG community page . Doesn’t look like a traditional Facebook page, does it? With the help of Aaron Sachs , whom I will mention in a little bit, we have been able to differentiate EPG from being just a regular page to a business page with the logo and page design that make it look more like a website than a Facebook page .
  • What is a distressed county? The Appalachian Regional Commission uses a four-rung system to measure counties' needs. Distressed: "Distressed" means poverty and unemployment rates outpace the national average 1 and 1/2 times, and per capita income falls two-thirds below the national average.
  • Kentucky area development districts with a net loss in population include Knott County in the Kentucky River Area Development District which is the location of our community partner. Knott County, an the interior Appalachian counties represent a community most dependent on coal mining income.
  • Reflective journals recorded the emotional response upon entering, image, sensory experience, authenticity as indicated by signs or certificates, shop appearance, style, merchandising displays, origin of products and forms of internal marketing. 7. 11 of the 17 student researchers completed the first stage providing records for a total of 44 Berea establishments. NEXT SLIDE
  • From the Phase 1 research we discerned that college students could distinguish between tourist attractions, types of tourist experiences, and types of souvenir and goods. NEXT SLIDE
  • A design thinker is often defined by these characteristics. ..EMPATHY … and the values of EXPERIMENTATION and COLLABORATION. Though we don’t have time to go into these characteristics in detail now, just by their headings … One can imagine, that in a field as community economic development, these characteristics are welcome additions to any innovation effort.
  • Creating a more service focused sector of industry. Perry County provides a unique experience with local assets that could be tapped as tourism developmental resources. There’s not a lack of appeal, but a lack of reach. In other words, there is a disconnect between destination seeking tourists and the assets of Perry County that may suit their interests. What is the resolution to this problem? Advertisement with a longer reach, found most appropriately in the form of social media. Believe it or not, tourism is the third largest industry in Kentucky, providing $3.3 billion in Kentucky salaries annually (KTIA.com). This is despite only 34% of first-time Kentucky visitors actually recalling seeing any advertisements or promotions for Kentucky prior to their visit, according to a 2011 study of Kentucky tourists (Kentucky Visitor Profile Summary).
  • Tourism however, is on the rise. The tourism and travel industry contributed nearly $11.7 billion to Kentucky’s economy in 2011. Direct expenditures by tourists accounted for $7.4 billion of this total —an increase of 3.0 percent since 2010. A total of 169,932 jobs in Kentucky resulted from the industry in 2011—up 674 jobs from 2010. Direct expenditures created 118,917 of these jobs. The tourism-generated jobs provided over $2.6 billion in wages to Kentucky workers—an increase of $76 million from 2010 wages. In the Daniel Boone Region, where Perry County is located, there was a 1.6% increase. By incorporating tourism into the economy more, jobs could be created to replace those lost.
  • BACKGROUND: As the coal industry is declining, so is the economy of the Eastern Kentucky. -recent 750 job cuts by the coal company, Arch Coal Inc and 600 of them have directly affected Kentucky. -Tourism is the 3 rd largest industry in KY. -3.3 billion dollars in salaries annually.
  • 69% come for short pleasure trip. 53% use internet as primary source for planning. 34% do not recall seeing any promotions or advertisements. 81% come for peace and relaxation. 72% come for the clean and unspoiled environment. 20% mention campgrounds. They stay 3.9 nights. 53% visited state parks.37% visit historical sites. 87% drive to the region. 96% later recommend their visit. Average Income: $68,560. Average Age: 50.8. Average Travel Group Size: 3.
  • At least 115 million Americans lived within a day’s driving distance of Appalachia, and the region’s water, forests, and cultural resources increasingly appealed to urban hikers, campers, kayakers, fishermen, and families seeking relaxation and cultural enrichment. In parts of the region less scarred by environmental destruction, outfitters, bed and breakfast accommodations, restaurants, and other small businesses multiplied to serve urban tourists seeking outdoor adventure. Festivals celebrating mountain music and crafts and fairs promoting local farm products, homecomings, historical reenactments, and community gatherings of all kinds brought dollars into local economies, supported local shop owners, and sustained a sense of local pride.
  • According to a global 2012 study of 28,000 consumers in 56 countries conducted by Neilsen, online consumer recommendations are the second most trusted source of brand advertising, second only to “recommendations from people I know.”
  • Once returning home from their rally the Westons… Uploaded multiple pictures on facebook Wrote reviews on their food and lodging Told their friends about their trip and passed along their brochures Planned an annual trip to Hazard for the Cherokee Rally Tag- A-Long
  • International Visitor Leadership Program (v2)

    1. 1. International Visitor Leadership Program Business Development : A Project for Syria Peter H. HackbertEntrepreneurship for the Public Good Program Berea College, Berea KY
    2. 2. What has changed in just the last five years? "Facebook didnt exist;Twitter was a sound; thecloud was in the sky; 4G was a parking place; LinkedIn was a prison; applications were whatyou sent to college; and Skype for most people was typo."
    3. 3. Part 1
    4. 4. What we Used to Believe
    5. 5. Entrepreneurship can’t be taught
    6. 6. What We Now Know
    7. 7. Entrepreneurship can be taught to those that volunteer
    8. 8. Not Easy
    9. 9. 2 Kinds of “E” activities Necessity Opportunity
    10. 10. Kauffman Index of Entrepreneurial Activity• In 2011, every month, an average of over 3.4 out of 1,000 adults created a new business – 540,000 new businesses (2002 = 623,000) – 4.4 men 2.7 women – 5.2 Latinos – 3.2 Asian Americans – 2.3 African Americans – 5.1 Native AmericansFebruary 15, 2013 10
    11. 11. Kauffman Index of Entrepreneurial Activity • California had 3rd highest entrepreneurial activity rates – 4.4 per 1,000 adultsMarch 30, 2010 11
    12. 12. Kauffman Index of Entrepreneurial Activity • Kentucky had 10th highest entrepreneurial activity rates – 3.7 per 1,000 adultsMarch 30, 2010 12
    13. 13. What we Used to Believe
    14. 14. Entrepreneurship education =years in school or tons of money
    15. 15. What we Used to Believe
    16. 16. Startups are a Smaller Version of a Large CompanySource: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
    17. 17. What We Now Know
    18. 18. Startups Search Companies ExecuteSource: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
    19. 19. What we Used to BelieveSource: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
    20. 20. Plan Meets First Contact with CustomersSource: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
    21. 21. What We Now KnowSource: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
    22. 22. No Business Plan survives first contact with customersSource: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
    23. 23. What We Now KnowSource: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
    24. 24. More startups fail from a lack ofcustomers than from a failure of product developmentSource: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
    25. 25. We Now Know How to Make Startups Fail LessSource: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
    26. 26. How? Teach the Entrepreneurial APISource: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
    27. 27. Entrepreneurial Education begins with the Search for a Business ModelSource: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
    28. 28. Source: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
    29. 29. All this content is OPEN SOURCE
    30. 30. What’s A Startup?
    31. 31. A temporary organization designed to search for a repeatable and scalable business modelSource: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
    32. 32. A Startup aims to become a companySource: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
    33. 33. It is not the customer’s job to know what they want. - Steve Jobs
    34. 34. Maximizing learning (about the customer) per unit timeSource: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
    35. 35. Startups that succeed are thosethat manage to iterate enough times before running out of resources. - Eric Ries, The Lean Startup
    36. 36. Life’s too short to buildsomething nobody wants. - Ash Maurya, Running Lean
    37. 37. key activities value relations proposition customer relationships customer key segments partners co-creators value- streams cost value-streams key revenuestructure resources channels streams
    38. 38. 9 Guesses GuessGuess Guess Guess Guess Guess Guess Guess Guess
    39. 39. Part 2
    40. 40. Source: Ezzell,T., Lambert, D., and E. Ogle. Strategies to Economic Improvement in Appalachia’sDistressed Rural Counties, University of Tennessee, Knoxville, Washington DC: ARC. February 2012.
    41. 41. Source: Ezzell,T., Lambert, D., and E. Ogle. Strategies to Economic Improvement in Appalachia’sDistressed Rural Counties, University of Tennessee, Knoxville, Washington DC: ARC. February 2012.
    42. 42. Source: Ezzell,T., Lambert, D., and E. Ogle. Strategies to Economic Improvement in Appalachia’sDistressed Rural Counties, University of Tennessee, Knoxville, Washington DC: ARC. February 2012.
    43. 43. Part 3
    44. 44. Multi-year
    45. 45. Interdisciplinary
    46. 46. 2 Course Credit
    47. 47. Work College - $3,000
    48. 48. 8 Week Summer Program
    49. 49. The Appalachian Region
    50. 50. My training and experience provided me an opportunity to learn and work with IDEO. Concept 1:Design Thinking
    51. 51. Ideation, Prototyping
    52. 52. Concept 2:Team-Based Learning
    53. 53. Research Team
    54. 54. Concept 3:Human-Centered Design
    55. 55. Characterizing a Design ThinkerEmpathy. They can imagine the world from multiple perspectives – those of colleagues,client, end users, and customers.Integrative thinking. They not only rely on analytical processes but also exhibit theability to see all of the salient – and sometime contradictory – aspects of a confoundingproblem and create novel solutions that go beyond and dramatically improve on existingalternatives.Optimism. They assume that no matter how challenging the constraints of a givenproblem, at least one potential solution is better than the existing alternatives.Experimentalism. Design thinkers pose questions and explore constraints in creativeways that proceed in entirely new directions.Collaboration. The increasing complexity of products, services, and experiences hasreplaced the myth of the lone genius with the reality of the enthusiastic interdisciplinarycollaborator. Tim Brown, Design Thinking (Harvard Business Review, June 2008)
    56. 56. Part 4
    57. 57. Small Rural Appalachian Community Economic Development (CED)Traditional ED Strategy / Tool Direct, Short-term • Industrial development Economic • Business retention / expansion Outcomes • Workforce development • jobs • Tourism • firms Economic Development • prosperity • wealth ApproachesAlternative ED Strategy / Tool • Entrepreneurship 1. Recruit firms from the outside • Downtown development 2. Strengthen/expand existing firms • Arts / Creative economy 3. Promote development of new firms • • Cluster-based development Residential development Other Outcomes • social • civic • environmentalCD Capacity Building Strategy /Tool Indirect, Long-term • Transportation • Broadband / Internet / Social Media • ED finance • Philanthropy • Strategic planning • Leadership development • Organizational development
    58. 58. EPG Small Rural Appalachian Community Economic Development ModelTraditional ED Strategy / Tool Direct, Short-term Economic • Tourism Outcomes • jobs Economic Development • firms Approaches eAlternative ED Strategy / Tool 1. Strengthen/expand • Entrepreneurship economy existing firms • Cluster-based development 2. Promote new firms • Local Living Economies Other • Residential development Outcomes • social / civicCD Capacity Building Strategy / • environmentalTool Indirect, Long-term • Transportation • Broadband / Internet / Social Media
    59. 59. 3rd largest industry in Kentucky, Tourism is theproviding $3.3 billion in salaries annually This is despite only 34% of first-time Kentuckyvisitors actually recalling seeing any advertisements or promotions for Kentucky prior to their visit.
    60. 60. The tourism and travel industry contributed nearly $11.7 billion to Kentucky’s economy in 2011.—an increase of 3.0 percentIn the Daniel Boone Region, where the KRADD is located, there was a 1.6% increase
    61. 61. Key FactsVisitors come to Daniel Boone Country Region•It is peaceful/relaxing (81%),• It is a safe destination (74%),• There is plenty to see and do (72%),• It is a good value for the money (71%)• The clean unspoiled environment (72%)
    62. 62. The Daniel Boone Country VisitorAverage Income : $68,560Average Age: 50.8Average Travel Group Size: 369% short pleasure trip53% use internetRecommend their visit to others: 96%
    63. 63. …growing popularity of ecotourism andheritage tourism…contained the potential forbuilding an alternative economy, one thatpromised greater monetary returns for localresidents, the preservation of rural traditions,and the protection of sensitive naturalresources. - Ronald D. Eller, Uneven Ground, The University of Kentucky Press, 2008: 256.
    64. 64. 3 Years Research Activities • Demographic Analysis • Economic Analysis • Community Survey • Site visits
    65. 65. "The traveler/tourist persona profile gives you a chance to truly empathize with target marketsegments, stepping out of the roleas someone who wants to promote a product and see, through your travelers eyes…” Peter H. Hackbert
    66. 66. 34 Personas
    67. 67. Online consumer recommendations are the second most trusted source of brand advertising, second only to“recommendations from people I know” ina global 2012 study of 28,000 consumers in 56 countriesSource: Nielson, “Consumer Trust in Online, Social and Mobile advertising Grows, 2012
    68. 68. Key Question Can Social Media be a tool todevelop an alternative economy in Appalachian communities?
    69. 69. We observed and we listened to the KRADD business owners, attraction and destination operators
    70. 70. Part 5
    71. 71. How to spend 36 hours in Damacus?
    72. 72. 36 Hours in Damacus
    73. 73. Straight Street
    74. 74. Umayyad Mosque
    75. 75. The National Museum of Damascus
    76. 76. Grape Leaves
    77. 77. Who Cares?
    78. 78. “When multiple reviewers start to mention the same thematic things,such as the service is poor, users then assume this could be true because multiple people have mentioned it.” - Adam Medros, TripAdvisors vice president of global product Source: Read more at http://www.emarketer.com/Article/TripAdvisors-Scale-Ensures-More-Trustworthy-Reviews/1009673#r6h3
    79. 79. The Travelers’ Next Steps• Once returning home from their trip• Uploaded multiple pictures on Facebook• Wrote reviews on their food and lodging• Told their friends about their trip and passed along their brochures• Planned an annual trip to Damacus
    80. 80. So What?
    81. 81. 1,214 Social Media Reviews 250,000 views
    82. 82. Source:http://www.dr4ward.com/dr4ward/2013/02/what-does-the-chinese-smartphone-market-look-like-infographic-chart.html?utm_s
    83. 83. Any Questions or Comments??
    84. 84. Who is the next DUKE in thePerry County? Use social media to acknowledge loyal local customers
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