Media

Entrepreneurship

& InnovationEdited by

Michelle Ferrier and

Elizabeth Mays

BETA VERSION RELEASE: Fall 2017

V.0 CHAPTERS (Beta Fall 2017)

• Nonprofit Models

• Pitching Ideas

• Startup Funding

• Freelancing

• Content Marketing & Analytics

• Entrepreneurship Abroad

• Foreword

• Developing the Entrepreneurial Mindset

• Ideation

• Customer Discovery

• Business Models for Content/ Technology Ventures

V.1 CHAPTERS TO COME (spring

2018)

Project Management

&

Team Leadership

Anything else?

Suggest additions to

our Version 1.0

release.

V.2 PLANNED ADDITIONS

-Ancillary Materials

-Lesson Plans

-Instructor Guides

Chapter 1:

The Entrepreneurial

MindsetMike Green is a New York Times Leadership

Academy Fellow and award-winning journalist with

20 years of experience. He is co-founder of

ScaleUp Partners, a national consultancy

specializing in economic inclusion and

competitiveness strategies, plans, and policy.

• Learn how the evolution of the

U.S. economy has impacted

the journalism industry.

• Understand what is meant by

the “innovation economy” and

how media are affected by it.

• Differentiate between

“intrapreneurs” and

“entrepreneurs” and discover

which you might be.

• Grasp the entrepreneurial

ecosystem and why journalists

need to understand it.

• Learn about some of the

personal attributes–such as

resilience–that are essential to

innovation.

Chapter 2:

IdeationMichelle Ferrier is an associate professor in the E.W. Scripps School of Journalism at Ohio University. She is the founder of Troll-Busters.com, an online pest control service for women journalists. She conducts research and workshops around media innovation and entrepreneurship.

• Define innovation and

entrepreneurship and how it has

generated innovations in new,

digital-only media entities,

distribution, content, engagement,

and other technologies.

• Define ideation.

• Examine creative processes for

exploring possibilities.

• Learn about human-centered design

(HCD) and its use in problem

solving, ideation, and design.

• Acquire techniques for ideating

within HCD.

• Understand intellectual property and

whether your idea can be protected.

• Encourage students to look outside

their own domain for ideas.

Chapter 3:

Customer DiscoveryIngrid Sturgis is an associate professor in the

Cathy Hughes School of Communications at

Howard University. She was founding managing

editor for magazine startups BET Weekend and

Savoy. She has worked online as a senior

programming manager for AOL’s Black Voices, and

as editor-in-chief for Essence.com.

• Understand the new media

ecosystem and how disruption

and convergence has reshaped

the media marketplace.

• Conduct effective audience

research to define your customer

and understand the differences

among segments of the audience.

• Develop a systematic approach to

identify and understand the needs

of your customer.

• Identify and refine a target

audience for a media product.

• Develop skills to discover market

demographics and build your

customer’s psychographic profile.

Chapter 4:

Business Models for

Content & Technology

VenturesGeoffrey Graybeal is an assistant professor at Texas

Tech University. He is a media management scholar

and entrepreneur who uses economic and

management theory to explore issues of media

sustainability. Graybeal teaches courses on media

entrepreneurship, media management, media

economics, and innovation.

• Analyze the media

environment to identify

opportunities for media

entrepreneurship; and,

• propose innovative solutions

that capitalize on those

opportunities.

• Be able to identify and explain

a business model.

• Be able to identify and explain

a revenue model.

• Identify types of business

models for content and

technology plays.

• Be able to identify and explain

a business plan.

Chapter 5:

Nonprofit Model

DevelopmentJake Batsell is an associate professor at

Southern Methodist University’s Division of

Journalism, where he teaches digital journalism

and media entrepreneurship. He is the author of

“Engaged Journalism: Connecting with Digitally

Empowered News Audiences” (Columbia

University Press, 2015).

• Understand how nonprofit

news organizations are

different and similar to for-

profit news enterprises.

• Through the lens of a case

study on The Texas Tribune,

familiarize yourself with some

common ways nonprofit news

venues generate and diversify

their revenue streams.

• Learn which of these

strategies have led to success

and sustainability for other

nonprofit news organizations in

the United States and abroad.

Chapter 6:

Freelancing Elizabeth Mays’ clients include the Canadian

nonprofit the Rebus Foundation, software company

Pressbooks and others. She is also an adjunct

professor at the Walter Cronkite School of

Journalism and Mass Communication who has

taught audience acquisition, business and future of

journalism, and other classes.

• Understand what it means to be a

solopreneur-style consultant and how

this is different from other models of

entrepreneurship.

• Know steps you will typically need to

take to set up your own business.

• Discover how to create value and

exchange it for income.

• Learn how to market, price and sell

your services.

• Understand the downsides and risks

to earning your income as a

freelancer and learn ways to mitigate

these, including bootstrapping a side

hustle as a route to eventual full-time

entrepreneurship.

• Get a sense of the day-to-day

freelance lifestyle in firsthand

perspectives from freelancers in the

media and communications industry.

Chapter 7:

Pitching IdeasMark Poepsel, Ph.D., is an assistant professor at

Southern Illinois University in Edwardsville in the

Department of Mass Comm. He teaches media

entrepreneurship and other courses. He has been

a fellow at the Scripps Howard Entrepreneurial

Journalism Institute, and he was a Scripps Visiting

Professor in Social Media.

• Learn how to take ideas for

media startups and turn

them into professional

pitches following a

suggested template;

• Learn the components of a

good media pitch

presentation; and,

• Use tools and materials for

ideation and pitch

development.

Chapter 8:

Startup FundingCJ Cornell is a serial entrepreneur, investor, advisor,

mentor, author, speaker, and educator. He is the

author of the best-selling book: The Age of

Metapreneurship—A Journey into the Future of

Entrepreneurship[1] and the upcoming book: The

Startup Brain Trust—A Guidebook for Startups,

Entrepreneurs, and the Experts that Help them

Become Great.

• Learn the different funding

types (choices) available for

startup ventures.

• Determine which of the funding

types are most appropriate for a

particular kind of startup.

• Learn about the sources of the

funding—the funding

organizations and individuals—

and about their expectations.

• Learn what your company must

do—preparation and

activities—to attract and secure

funding.

• Get an overview of many of the

critical issues, terms and

metrics you’ll have to know

when pursuing outside funding

for your startup.

Chapter 9:

Marketing Your

Venture to AudiencesJessica Pucci is a professor of practice at the Cronkite School, specializing in data analytics and audience engagement. She leads social media and analytics for Cronkite News, the news division of Arizona PBS, and also teaches a course in analytics and engagement.

Elizabeth Mays’ clients include the Canadian nonprofit the Rebus Foundation, software company Pressbooksand others. She is also an adjunct professor at the Walter Cronkite School of Journalism and Mass Communication who has taught audience acquisition, business and future of journalism, and other classes.

• Understand what content marketing is

and why it’s particularly important to

new digital ventures (or your personal

brand if you’re a solopreneur).

• Identify types of content that might be

used for marketing your venture (email

marketing, blogging, video, podcasting,

events, social media, etc.).

• Utilize basic social and website

analytics to make marketing decisions,

measure success and pivot.

• Differentiate between reach and

engagement strategies, and why you

might pursue one over the other.

• Develop conversion-focused objectives,

strategies and tactics marketing your

venture.

• Strategically optimize your content to be

discoverable in search engines.

Chapter 10:

Entrepreneurship

AbroadBetty Tsakarestou, Ph.D., is head of the advertising

and public relations lab at Panteion University, in

Athens, Greece. She is an exchange scholar of Study

of U.S. Institutes (SUSI) on Journalism and Media at

Ohio University (2015), branding officer and European

co-liaison of the International Communication Division

of AEJMC, and a Startup Weekend on Entrepreneurial

Journalism organizer.

• Gain a wider global perspective of

entrepreneurship outside the U.S.A.

with a focus in Europe.

• Learn about the key structural and

cultural drivers that help or create

barriers into building successful

startup cities-based ecosystems

around the world and with a focus on

the European tech-startup scene.

• Learn the key players and

stakeholders shaping and scaling up

startup ecosystems across Europe.

• Explore what it takes to build an

entrepreneurial mindset in regions with

weak enterprising culture.

• Learn current challenges and

dilemmas that face different regions

and cities in the world as they choose

between inventing their own

approaches to entrepreneurship or to

try emulate the Silicon Valley model.

SIDEBARS INCLUDE (beta)

• Taking Risks & Building

Resilience

• Intrapreneurship

• Attracting Investors

• Crowdfunding

• Contest Funding

• Friends, Family & Fools

Funding

• The Perfect Pitch

• The Value of Failure

• Silicon Valley

• Freelance Life

SIDEBAR CONTRIBUTORS

(beta)

Dana Coester

Amy Eisman

Francine Hardaway

Ebony Reed (Q&A)

Lori Benjamin

Dalton Dellsperger

Chris Dell

Georgann Yara

Daniel Zayas (Q&A)

CC BY LICENSE MEANS

• Free to students

• Open license (remix, revise, add to it)

• Open formats / modalities (Web, ebook,

printable)

• Your bookstore copy shop can print it

• You can translate it

• And more…

Want to see more of

the beta version

available Fall 2017?

Sign up at:

http://bit.ly/jentrepreneurshipOTbet

a