International Visitor Leadership Program at Berea College
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This case study integrates the growing popularity of adventure tourism, ecotourism and heritage tourism and contains the potential for building an alternative economy, one that promises greater monetary returns for local residents, the preservation of rural traditions, and the protection of sensitive natural resources. Three traveler and tourist "personas" into Eastern Kentucky are demonstrated
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International Visitor Leadership Program at Berea College
- 1. International Visitor Leadership Program Business Development : A Project for Syria Peter H. Hackbert Entrepreneurship for the Public Good Program Berea College, Berea KY
- 2. What has changed in just the last five years? "Facebook didn't exist; Twitter was a sound; the cloud was in the sky; 4G was a parking place; LinkedIn was a prison; applications were what you sent to college; and Skype for most people was typo."
- 3. Part 1
- 4. What we Used to Believe
- 5. Entrepreneurship can’t be taught
- 6. What We Now Know
- 7. Entrepreneurship can be taught to those that volunteer
- 8. Not Easy
- 9. 2 Kinds of “E” activities Necessity Opportunity
- 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 Americans February 15, 2013 10
- 11. Kauffman Index of Entrepreneurial Activity • California had 3rd highest entrepreneurial activity rates – 4.4 per 1,000 adults March 30, 2010 11
- 12. Kauffman Index of Entrepreneurial Activity • Kentucky had 10th highest entrepreneurial activity rates – 3.7 per 1,000 adults March 30, 2010 12
- 13. What we Used to Believe
- 14. Entrepreneurship education = years in school or tons of money
- 15. What we Used to Believe
- 16. Startups are a Smaller Version of a Large Company Source: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
- 17. What We Now Know
- 18. Startups Search Companies Execute Source: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
- 19. What we Used to Believe Source: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
- 20. Plan Meets First Contact with Customers Source: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
- 21. What We Now Know Source: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
- 22. No Business Plan survives first contact with customers Source: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
- 23. What We Now Know Source: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
- 24. More startups fail from a lack of customers than from a failure of product development Source: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
- 25. We Now Know How to Make Startups Fail Less Source: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
- 26. How? Teach the Entrepreneurial API Source: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
- 27. Entrepreneurial Education begins with the Search for a Business Model Source: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
- 29. All this content is OPEN SOURCE
- 31. A temporary organization designed to search for a repeatable and scalable business model Source: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
- 32. A Startup aims to become a company Source: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
- 33. It is not the customer’s job to know what they want. - Steve Jobs
- 34. Maximizing learning (about the customer) per unit time Source: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
- 35. Startups that succeed are those that manage to iterate enough times before running out of resources. - Eric Ries, The Lean Startup
- 36. Life’s too short to build something nobody wants. - Ash Maurya, Running Lean
- 37. key activities value relations proposition customer relationships customer key segments partners co-creators value- streams cost value-streams key revenue structure resources channels streams
- 38. 9 Guesses Guess Guess Guess Guess Guess Guess Guess Guess Guess
- 39. Part 2
- 40. Source: Ezzell,T., Lambert, D., and E. Ogle. Strategies to Economic Improvement in Appalachia’s Distressed Rural Counties, University of Tennessee, Knoxville, Washington DC: ARC. February 2012.
- 41. Source: Ezzell,T., Lambert, D., and E. Ogle. Strategies to Economic Improvement in Appalachia’s Distressed Rural Counties, University of Tennessee, Knoxville, Washington DC: ARC. February 2012.
- 42. Source: Ezzell,T., Lambert, D., and E. Ogle. Strategies to Economic Improvement in Appalachia’s Distressed Rural Counties, University of Tennessee, Knoxville, Washington DC: ARC. February 2012.
- 43. Part 3
- 45. Multi-year
- 47. 2 Course Credit
- 48. Work College - $3,000
- 49. 8 Week Summer Program
- 53. My training and experience provided me an opportunity to learn and work with IDEO. Concept 1: Design Thinking
- 55. Concept 2: Team-Based Learning
- 58. Research Team
- 59. Concept 3: Human-Centered Design
- 60. Characterizing a Design Thinker Empathy. 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 the ability to see all of the salient – and sometime contradictory – aspects of a confounding problem and create novel solutions that go beyond and dramatically improve on existing alternatives. Optimism. They assume that no matter how challenging the constraints of a given problem, at least one potential solution is better than the existing alternatives. Experimentalism. Design thinkers pose questions and explore constraints in creative ways that proceed in entirely new directions. Collaboration. The increasing complexity of products, services, and experiences has replaced the myth of the lone genius with the reality of the enthusiastic interdisciplinary collaborator. Tim Brown, Design Thinking (Harvard Business Review, June 2008)
- 61. Part 4
- 62. 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 Approaches Alternative 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 • environmental CD Capacity Building Strategy / Tool Indirect, Long-term • Transportation • Broadband / Internet / Social Media • ED finance • Philanthropy • Strategic planning • Leadership development • Organizational development
- 63. EPG Small Rural Appalachian Community Economic Development Model Traditional ED Strategy / Tool Direct, Short-term Economic • Tourism Outcomes • jobs Economic Development • firms Approaches e Alternative 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 / civic CD Capacity Building Strategy / • environmental Tool Indirect, Long-term • Transportation • Broadband / Internet / Social Media
- 64. 3rd largest industry in Kentucky, Tourism is the providing $3.3 billion in salaries annually This is despite only 34% of first-time Kentucky visitors actually recalling seeing any advertisements or promotions for Kentucky prior to their visit.
- 65. The tourism and travel industry contributed nearly $11.7 billion to Kentucky’s economy in 2011.—an increase of 3.0 percent In the Daniel Boone Region, where the KRADD is located, there was a 1.6% increase
- 66. Key Facts Visitors 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%)
- 67. The Daniel Boone Country Visitor Average Income : $68,560 Average Age: 50.8 Average Travel Group Size: 3 69% short pleasure trip 53% use internet Recommend their visit to others: 96%
- 68. …growing popularity of ecotourism and heritage tourism…contained the potential for building an alternative economy, one that promised greater monetary returns for local residents, the preservation of rural traditions, and the protection of sensitive natural resources. - Ronald D. Eller, Uneven Ground, The University of Kentucky Press, 2008: 256.
- 69. 3 Years Research Activities • Demographic Analysis • Economic Analysis • Community Survey • Site visits
- 70. "The traveler/tourist persona profile gives you a chance to truly empathize with target market segments, stepping out of the role as someone who wants to promote a product and see, through your travelers' eyes…” Peter H. Hackbert
- 71. 34 Personas
- 72. Online consumer recommendations are the second most trusted source of brand advertising, second only to “recommendations from people I know” in a global 2012 study of 28,000 consumers in 56 countries Source: Nielson, “Consumer Trust in Online, Social and Mobile advertising Grows, 2012
- 73. Key Question Can Social Media be a tool to develop an alternative economy in Appalachian communities?
- 74. We observed and we listened to the KRADD business owners, attraction and destination operators
- 75. Part 5
- 76. How to spend 36 hours in Damacus?
- 77. 36 Hours in Damacus
- 81. Straight Street
- 82. Umayyad Mosque
- 84. The National Museum of Damascus
- 85. Grape Leaves
- 88. Who Cares?
- 89. “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, TripAdvisor's vice president of global product Source: Read more at http://www.emarketer.com/Article/TripAdvisors-Scale-Ensures-More-Trustworthy-Reviews/1009673#r6h3
- 90. 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
- 91. So What?
- 93. 1,214 Social Media Reviews 250,000 views
- 95. Any Questions or Comments??
- 96. Who is the next DUKE in the Perry County? Use social media to acknowledge loyal local customers
Hinweis der Redaktion
- 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