AEJMC 2015 Pre-Conference Workshop on Media Entrepreneurship with Journalism and Mass Communication Educators.

1. Media Entrepreneurship:
Building the Landscape
AEJMC Pre-Conference Workshop 2015

2. Our Sponsors
Participatory Journalism Interest Group, AEJMC
Media Management and Entrepreneurship Division,
AEJMC

3. 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

4. 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

5. Our Objectives
1. 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.

6. Introductions
• Your name
• Your title/affiliation
• Your institution size/number of
students/location
• What you hope to take away from today?

7. Four strategic questions
that frame the new
challenges and
opportunities for media
organizations.
Source: The Big Thaw: Charting a Future for
Journalism, Deifell, 2009.

8. 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?

9. 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

10. 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
Dr. Michelle Ferrier, Ohio University,
@mediaghosts

13. Student Skills and Knowledge
1. 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.

14. The Lean Startup by Eric Ries

15. Business Model Canvas
http://www.businessmodelgeneration.com/canvas/bmc

16. 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, Ohio University,
@mediaghosts

17. 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.
Dr. Michelle Ferrier, Elon University,
@mediaghosts

18. Challenge: Addressing Sexual Assault
on College Campuses
Sanusi Shehu talks about his second Scripps Innovation Challenge project: Video

19. Team Du Monde 2015

20. Ohio University | Team Du Monde
2015 Inaugural Competition Winners

22. 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

23. 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

24. Innovating for People: Luma Institute
Human-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/

25. 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

27. 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

28. 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

29. Statement Starters

30. 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

31. Stakeholder Mapping

32. Stakeholder Mapping

33. Stakeholder Mapping

34. Stakeholder Mapping

35. 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?

36. 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

37. Creative Matrix

38. • 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.

41. 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

42. Rose, Thorn, Bud

43. • 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

44. 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

46. Importance/
Difficulty
Matrix

48. 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

50. Concept Poster

51. 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

53. 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?

54. 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

56. Student Skills and Knowledge
1. 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.

57. Business Model Canvas

58. 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?

59. Resources
The 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.

60. Resources
Innovating 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.

61. Resources:
The Lean Startup by Eric Ries

62. Thank You!
• Dr. Michelle Ferrier, ferrierm@ohio.edu
• Dr. Liz Viall, ekviall@eiu.edu
• Dr. Amy Jo Coffey, acoffey@jou.ufl.edu