NACCE 2013 ecosystem workshop

Connecting to the entrepreneurial
ecosystem beyond campus
Norris Krueger – Entrepreneurship Northwest
Sheena Lindahl – Empact
Gary Muller – Catawba Valley Community College
Tim Putnam – North Iowa Area Community College

Why Map? (Why Ecosystems?)
What can go wrong
What can go right
How YOU can matter to your
community
Norris Krueger
@entrep_thinking
Norris.krueger@gmail.com

Why Maps? Why Ecosystems?
• Maps are mental models
• What can we do with them?
• (What should we do….)
• What can go wrong?
• What can go right?
Tweet us! #nacce2013

Ecosystem 101?
• Misunderstood? (CW? Non-PC?)
• Messy
–
–
–
–

Dynamic
Interconnected
Filled with…. Humans
Network: neither/both hierarchies, organic

• Flows of resources: Gaps (and, um, non-gaps)
• Feld’s Top Two?
– Bottom-up
– Inclusive

• Key Leverage Points: Gatekeepers vs Connectors

Sociogram pic


Who do you want to be?


How can we use ecosystem maps?
• Micro
– Who do we want to connect with?
– Who should we?

• Macro
– How do we help grow/defrag our community?

• Psycho?
– World domination! LOL but…


Genealogy map


What can go wrong?
• “8 maps”
• Idaho’s sordid saga… in 3 verses 
• Jim Collins was right…
• You may not like what you learn 
• P.S. this is NOT easy
(and not for amateurs?)

BUT……..

What can go right?
We understand our ecosystem. Really.
We can identify the key leverage points.
Who should we help?
Build trust.
Perfect role for community colleges


Why Community Colleges?
Why YOU?

tweet us! #nacce2013

The NACCE-inspired “Defrag” Process
• Remember the Google map?
– Map (A)
– Listening Sessions *‘Visioning’+ (B)
– Align Resources

• Remember the sociogram?
– Gatekeepers vs Connectors
– Connectors vs Liaison-Animateurs

So where are YOU?
Where do you want to be?
Where you NEED to be??


• Identify key stakeholders
– Who should you be helping?
– Not who you want to help?
– Need map to get started

• Identify testable value propositions
• Test the MVVPs!

• Learn -> Pivot -> Repeat

Your Competitive Edge
•
•
•
•
•
•
•
•

Natural connectors
Neutral turf/fair broker
Lead by example not turf/juice/clout
Natural CO-immersion
Natural bottom-up
Natural includers
Already visible contributor in multiple ways
TRUST!

Hints
• Brad Feld & Kellogg & Kauffman & EDA & ….:
Bottom-up, inclusive, people-centric…
entrepreneur-centric
• Help connectors. BE a connector,
• BE a liaison-animateur!
• To get started? Be a CONVENOR
• But how? Some tools for your toolkit:

A few tricks… and caveats
• Distinctive Competence (not Core)
• Surveys –
– connectors, gatekeepers... and who deserves help?
– Triggers? [http://bit.ly/map_ecosys ]

• Visioning/Listening [happy to share more offline]
– Accentuate the positive: AI, ABCD

• Are we there yet?
– Metrics - process and outcomes [http://bit.ly/EcoSys ]


And a few more…
• "no more amateur night"? (Build the “C-Team”)
• The 3 (4?) C's: Competent, Connected, Collegial (and ??)
• SAOSW!!
• "Straw man" framework: Jumpstart alignment
• Convenors get loved?
• Celebrate. Educate. Initiate.
• Big Omaha model: www.BigOmaha.com

Useful links
•
•
•
•
•
•

Connectors & gatekeepers: http://bit.ly/Karen_S
Genealogy: www.heikemayer.com
Brad Feld: Startup Communities (book; slideshare)
More on Defragging: http://goo.gl/6mmmy
Are we there yet?: Process metrics
Survey idea: http://bit.ly/map_ecosys
(also: http://bit.ly/hxVqUa )

• And, of course, contact ANY of us!
• Norris.Krueger[at]gmail.com ; @entrep_thinking
• Plus G+, LinkedIn, Facebook

National Entrepreneurship Ecosystem
Sheena Lindahl
Co-Founder and President
Empact
sheena@iempact.com
www.iempact.com

The Ecosystem is…

• Growing
• Complex
• Large

Mapping Community Partnerships
Gary Muller
Business Programs Department Head
Catawba Valley Community College

Tim Putnam
Associate Director
NIACC John Pappajohn Entrepreneurial Center
NACCE Fellows for Community Outreach
gmuller@cvcc.edu
putnatim@niacc.edu

Mapping Community Partnership
What: Strategic planning process to create
linkages between the community college and
the community for entrepreneurial
development.
Why: To identify resources and opportunities
that exist in the community to develop a more
effective entrepreneurial ecosystem.

Top-Line Services For Three Common Clients

List what services are available
and the services needed.

Reference: AACC Virtual Incubation Network (VIN) Toolkit

North Iowa Area Community
College

Local, State or
Federal
Government

State Government

- City Councils & City
Other
Business
Accelerators

-Department of Economic
Development

Staff

- Iowa Innovation Council

Federal Government

- County Boards

-Department of Natural
Resources

- Dept. of Agriculture

- Area Councils of
Government

- State Representatives &
Senators

- SBA
- Dept. of Commerce
- Economic Development
Administration
- Senators & Congressmen

Small Business
Development
Center

North Iowa
Area
Community
College

Other Education
Institutions
- Other Iowa Pappajohn
Centers
- Other Iowa community
colleges

Economic and
Workforce
Development
-Local Chamber of
Commerce’s
- Area Economic
Development Agencies

- Iowa Regent Universities
- Area high schools
- Area private colleges and
universities

NGOs

Commercial Entities

- AgVenture Alliance

- State Technology
Association

- Iowa Association of
Business and Industry
- Iowa Center for
Community Vitality and
Microenterprise

Microenterprise or
Financial Institutions
- Wellmark Venture Capital
-Iowa Fund of Funds
- Iowa Angel Network

Regional Angel Investment
Networks
- Area banks and credit
unions

- Iowa Farm Bureau
Federation
- Area CPAs and Attorneys
- Rural Electric Cooperatives

Catawba Valley
Community College
Financial
Institutions

Innovation
Fund of
America

Regional
Workforce
Development

Programs

Local
Businesses and
Entrepreneurs

Local CPA's
and
Lawyers

Catawba
Valley
Community
College

Local and State
Government

Regional
Angel
Investment
Networks

Local Economic
Development
Corporation and
Chamber of
Commerce

Federal
Government
Agencies
Small Business
and Technology
and
Development
Centers

Education
Institutions
Area High School

NC Real
Programs

State University
System

Long Beach City College
Local, State or Federal
Government
-Cities
-Redevelopment Agencies
-Workforce Investment Boards
-Economic Development Bureaus
-Ports
-Business Improvement Districts
-Enterprise Zones
-HUB Zones
-Free Trade Zones

Chambers
of
Commerce

Economic and
Workforce
Development
-Economic Development
Corps (LAEDC)
-Regional Small Business
Alliance
-Foundations
(Kauffman, Mott, etc.)

Small Business
Development
Center

Long Beach
City
College

Other
Resources
-PTAC
-DOC
-MBOC
-NIST
-CMTC

Other Education
Institutions
-Area High Schools
-Community Colleges
-Private Universities
(e.g., Pepperdine, USC)
-CSUs
-UCs

Legislators
-Congress members
-State Assembly
-State Senate
-Franchise Tax
Board
-Board of
Equalization

Community Based
Organizations
-Goodwill
-SBA Resource Partners
(WBC, SCORE, District
office)
-Incubators
-Community Action
Partnerships

Industry
-Professional
Associations (ASBDC)
-Business Associations
-Small Business
Procurement Programs
(Boeing, HP, PC Mall)
-Industry Partners
(Constant
Contact, Yelp, Sprint, Goo
gle)
-Foundations
(Verizon, Goldman
Sachs, Wells Fargo)

Financial Institutions
-Venture Capital Funds
-CDFIs
-Banks
-SBA Lenders
-Microlenders
-CDCs
-Credit Unions
-Community Lenders
-VC Forums (Kiretsu)
-Angel Investors (Tech
Coast)

Santa Fe Community College
Local, State or
Federal
Government
City of Santa Fe
Chamber of Commerce
Hispanic Chamber of
Commerce

Economic and
Workforce
Development

Small Business
Development
Center

Workforce Investment Board

Santa Fe
Community
College
Other Education
Institutions
Industry

Masters Charter
School on Campus
SFCC Higher Education
Center

Community Based
Organizations
Regional Development
Corporation
Santa Fe Arts Council

Los Alamos National
Labs

Step by Step- let’s build one together
External Partnership
– Who you are going to serve or who is the target
market?
– Map your Resources- Identify the partnerships as
well as the players
• Who is the resource?
• What services do they provide the targeted client?

– Measure the depth/scope of the relationship
(Hot, Warm, Cool, Cold)
• Ask yourself how this impacts what you want to
accomplish in entrepreneurship?

Entrepreneurial
Student
(Academic Track)

Existing Small
Business Owner

Small
Business
Start Up

TA
Coach’g/Consult’g
Mentoring*
Networking

*Red: Services to
be offered

Training:
Bus Canvas
Business Planning
Continuing Ed
Workshops
HRM

Incubation
Acceleration
Shared Use Space
Shared Services

Access to Capital
Debt Financing
Equity Funding
Revolving Loan Fund

Incentives
Tax Credit Programs

Select Target Market :
List services & offerings needed
Business Plan
Classes

Access To
Capital

Networking
Events

Small
Business
Start up
Coaching/

Technical
Assistance

Mentoring
Professional
Service
Providers

Who’s providing service to the
targeted market
Local
- EDC’s

State/Fed Government

- Revolving Loan
Funds

-Depart. of Economic
Development

- TIFF’s

- SBA
- USDA

Entrepreneurial
Orgs.
- Incubators
- Accelerators

Small Business
Centers

Economic and
Workforce
Development

Small Business
Start ups

- Development Center

-Local Chamber of
Commerce’s

- SCORE
- Woman Center

- Area Economic
Development Agencies

- Minority Centers

Access to Capital

Education Institutions

- Micro Enterprise

- College/Univ

- Banks/Credit Unions

- Community Colleges

- Angel Networks
- VC Funds

What specific services are
being offered?

Community
Based
Organizations
- Networking
- Seminars

Industry
- Protyping
- Apprenticeships
- Lean Training

Local, State or
Federal
Government

Other
Educational
Institutions
-seminars
-technical
resources

Technical
Assistance

SBDCs &
SCORE
-Counseling

- Tax Incentives

-Seminars

Economic &
Workforce
Development
-RLF
-Tech Ass’t
-Location Svc’s

Financial
Institutions &
Microenterprise
-Loans
-SBA loans
-Angel Funds

Measure the depth/scope
of the relationship
Hot, Warm, Cool, Cold
– Depth: Is it formal outcomes (hot) based partnership
or an awareness type relationship (cold)
– Frequency: How often do you have interactions.
Co-located and share clients (hot) or just a ‘LinkedIn’
connection (cold)
– This can help you focus your relationship building
efforts.

Select Targeted Group:
List Services & Offerings

Target?

Map your Resources- Identify the
partnerships as well as the players
Entrepreneurial Orgs.

State Government

Local, State or
Federal
Government

Federal Government

Small Business
Development
Center

Small
Business
Start ups

Education
Institutions

Economic and
Workforce
Development

Non-Profits

Commercial Entities
Financial
Institutions

External Organization: What
specific services do they provide
the targeted client

Service?

How to Be Your Ecosystem’s
Liaison-Animateur
Norris Krueger
Norris.Krueger@@gmail.com
@entrep_thinking

Tweet us! #NACCE2013

Stakeholder Value Propositions
• You have more stakeholders than you know!
[http://goo.gl/EJWwGE ]
• Start with highest leverage stakeholders
– Helping liaison-animateurs makes YOU….

• Distinctive Competence (not Core Comp)
• Want >>> Need
• Understand their “job”
• Understand their pain
• Understand their gain

Value Proposition Canvas


Customer Jobs
• What functional jobs is your customer trying get
done?
• What social jobs is your customer trying to get done?
• What emotional jobs is your customer trying get
done?
• What basic needs is your customer trying to satisfy?


Customer Pains
•
•
•
•
•
•
•
•
•

What does your customer find too costly?
What makes your customer feel bad?
How are current solutions underperforming for your customer
What are the main difficulties and challenges your customer
encounters?
What negative social consequences does your customer
encounter or fear
What risks does your customer fear?
What’s keeping your customer awake at night?
What common mistakes does your customer make?
What barriers are keeping your customer from adopting
solutions?

Customer Gains
• Which savings would make your customer happy?
• What outcomes does your customer expect and what
would go beyond his/her expectations?
• How do current solutions delight your customer?
• What would make your customer’s job or life easier
• What positive social consequences does your customer
desire?
• What are customers looking for?
• What do customers dream about?
• How does your customer measure success and failure?
• What would increase the likelihood of adopting a solution?


• Identify stakeholders; identify what they
want (then see what you can help with)
• Deliver it.
• Have fun! And…
• Entrepreneur Up!
• Norris.Krueger@gmail.com 208.440.3747
@entrep_thinking (& Facebook, G+, LinkedIn).

Thank you!
Norris Krueger – Entrepreneurship Northwest
Sheena Lindahl – Empact
Gary Muller – Catawba Valley Community College
Tim Putnam – North Iowa Area Community College

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