international visitor leadership program at berea college
DESCRIPTION
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 demonstratedTRANSCRIPT
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International Visitor Leadership Program
Business Development : A Project for Syria
Peter H. HackbertEntrepreneurship for the Public Good Program
Berea College, Berea KY
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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."
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Part 1
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What we Used to Believe
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Entrepreneurship can’t be taught
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What We Now Know
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Entrepreneurship can be taught to those that volunteer
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Not Easy
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2 Kinds of “E” activities
NecessityNecessity
OpportunityOpportunity
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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
10February 15, 2013
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Kauffman Index of Entrepreneurial Activity
• California had 3rd highest entrepreneurial activity rates – 4.4 per 1,000 adults
11March 30, 2010
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Kauffman Index of Entrepreneurial Activity
• Kentucky had 10th highest entrepreneurial activity rates – 3.7 per 1,000 adults
12March 30, 2010
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What we Used to Believe
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Entrepreneurship education = years in school or tons of money
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What we Used to Believe
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Startups are a Smaller Version of a Large Company
Source: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
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What We Now Know
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Startups SearchCompanies Execute
Source: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
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What we Used to Believe
Source: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
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Plan Meets First Contact with Customers
Source: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
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What We Now Know
Source: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
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No Business Plan survives first contact with customers
Source: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
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What We Now Know
Source: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
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More startups fail from a lack of customers than from a failure of
product development
Source: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
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We Now Know How to Make Startups Fail Less
Source: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
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How?
Teach the Entrepreneurial API
Source: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
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Entrepreneurial Education begins with the Search for a Business
Model
Source: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
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Source: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
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All this content is OPEN SOURCE
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What’s A Startup?
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A temporary organizationdesigned to search for a repeatable and scalable
business model
Source: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
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A Startup aims to become a company
Source: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
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It is not the customer’s job to know what they want.
- Steve Jobs
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Maximizing learning (about the customer) per unit time
Source: http://steveblank.com/tools-and-blogs-for-entrepreneurs/
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Startups that succeed are those that manage to iterate enough
times before running out of resources.
- Eric Ries, The Lean Startup
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Life’s too short to build something nobody wants.
- Ash Maurya, Running Lean
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customer segments \ co-creators
key partners
value-streams
cost structure
value-streamsrevenue streamschannels
relationscustomer relationships
key activities
key resources
value proposition
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9 Guesses
Guess Guess
Guess
Guess
GuessGuess
Guess
GuessGuess
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Part 2
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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.
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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.
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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.
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Part 3
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Multi-year
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Interdisciplinary
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2 Course Credit
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Work College - $3,000
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8 Week Summer Program
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The Appalachian Region
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Concept 1:
Design Thinking
My training and experience provided me an opportunity to learn and work with IDEO.
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Ideation, Prototyping
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Concept 2:
Team-Based Learning
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Research Team
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Concept 3:
Human-Centered Design
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Characterizing a Design ThinkerEmpathy. 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)
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Part 4
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Small Rural Appalachian Community Economic Development (CED)
Traditional ED Strategy / Tool
Alternative ED Strategy / Tool
CD Capacity Building Strategy / Tool
Economic Development Approaches
Economic Outcomes
Other Outcomes
Direct, Short-term
Indirect, Long-term
• Industrial development• Business retention / expansion• Workforce development• Tourism
• Entrepreneurship• Downtown development• Arts / Creative economy• Cluster-based development• Residential development
• Transportation• Broadband / Internet / Social Media • ED finance• Philanthropy• Strategic planning• Leadership development• Organizational development
1. Recruit firms from the outside2. Strengthen/expand existing firms3. Promote development of new
firms
• jobs• firms• prosperity• wealth
• social• civic• environmental
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EPG Small Rural Appalachian Community Economic Development Model
Traditional ED Strategy / Tool
Alternative ED Strategy / Tool
CD Capacity Building Strategy / Tool
Economic Development Approaches
Economic Outcomes
Other Outcomes
Direct, Short-term
Indirect, Long-term
• Tourism
• Entrepreneurship economy• Cluster-based development• Local Living Economies• Residential development
• Transportation
• Broadband / Internet / Social Media
e
1. Strengthen/expand existing firms
2. Promote new firms
• jobs• firms
• social / civic• environmental
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Tourism is the 3rd largest industry in Kentucky,
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.
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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
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Key FactsKey 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%)
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The Daniel Boone Country VisitorAverage 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%
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…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.
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3 Years Research Activities
• Demographic Analysis• Economic Analysis• Community Survey• Site visits
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"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
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34 Personas
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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
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Key Question
Can Social Media be a tool to develop an alternative economy in
Appalachian communities?
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We observed and we listened to the KRADD business owners,
attraction and destination operators
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Part 5
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How to spend 36 hours in Damacus?
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36 Hours in Damacus
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Straight Street
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Umayyad Mosque
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The National Museum of Damascus
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Grape Leaves
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Who Cares?
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“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#r6h3Vtl251KucAOu.99
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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
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So What?
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1,214 Social Media Reviews
250,000 views
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Source: http://www.dr4ward.com/dr4ward/2013/02/what-does-the-chinese-smartphone-market-look-like-infographic-chart.html?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+Dr4ward+%28DR4WARD%29
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Any Questions or Comments??
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Who is the next DUKE in the
Perry County?
Use social media to
acknowledge loyal local customers