This deck provides detail on the forthcoming Media Innovation & Entrepreneurship textbook being beta tested in Fall 2017. Version 1.0 release in Spring 2018. To use in your classroom, see link at the end of the presentation to request review access. Editors: Dr. Michelle Ferrier and Elizabeth Mays The Rebus Community provided special project support.

1. Media
Entrepreneurship
& Innovation
Edited by
Michelle Ferrier and
Elizabeth Mays
BETA VERSION RELEASE: Fall 2017

2. 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

3. V.1 CHAPTERS TO COME (spring
2018)
Project Management
&
Team Leadership
Anything else?
Suggest additions to
our Version 1.0
release.

4. V.2 PLANNED ADDITIONS
-Ancillary Materials
-Lesson Plans
-Instructor Guides

5. Chapter 1:
The Entrepreneurial
Mindset
Mike 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.

6. Chapter 2:
Ideation
Michelle 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.

7. Chapter 3:
Customer Discovery
Ingrid 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.

8. Chapter 4:
Business Models for
Content & Technology
Ventures
Geoffrey 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.

9. Chapter 5:
Nonprofit Model
Development
Jake 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.

10. 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.

11. Chapter 7:
Pitching Ideas
Mark 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.

12. Chapter 8:
Startup Funding
CJ 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.

13. Chapter 9:
Marketing Your
Venture to Audiences
Jessica 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 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 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.

14. Chapter 10:
Entrepreneurship
Abroad
Betty 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.

15. 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

16. 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)

17. 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…

18. Want to see more of
the beta version
available Fall 2017?
Sign up at:
http://bit.ly/jentrepreneurshipOTbet
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