Texas State University’s new Learning and Insights for Forward Traction (LIFT) accelerator program has demonstrated strong early results, with participants reporting substantial gains in marketing confidence and social media proficiency. The six-week program, developed by the university’s Sustainable Cultivation and Advancement of Local Enterprises with University Partnerships (SCALEUP) initiative, was delivered in collaboration with the Texas Association of Mexican American Chambers of Commerce (TAMACC) and other community partners.
More than 300 small business leaders completed the inaugural LIFT cohort, which focused on strengthening marketing skills to help small businesses grow. According to program data, 98% of participants reported actively setting social media goals after completing LIFT, a 52 percentage point increase from before the program. Confidence in using social media for business growth rose by 45 percentage points, and the share of participants reporting “good” or “expert” social media knowledge surged by 92 percentage points, from 5% to 97%.
“The economic strength of Texas and other states depends on small businesses having practical tools they can use now,” said Pauline E. Anton, President and CEO of TAMACC. “Through our statewide chamber network, TAMACC shares resources, like the LIFT program, with entrepreneurs across Texas to advance their businesses and enhance economic prosperity.”
SCALEUP developed LIFT by pairing academic research with applied training. “SCALEUP conducts research to better understand the challenges small businesses face when growing. Then, we use those insights to develop practical tools small business leaders can use,” said Dr. Josh Daspit, director of SCALEUP and associate professor at Texas State University.
To broaden access, SCALEUP and its partners attracted more than 3,000 applicants. The first LIFT cohort included over 350 business owners, most based in Texas (82%), with 24 additional states also represented. Participants advanced from foundational marketing principles to topics such as platform analytics, content strategy, and goal setting.
“LIFT helped me realize that your brand is more than a logo. It’s what customers feel,” said Rebecca Acosta-Ojeda, owner of Salon One 12 in Buda, Texas. Participants also had access to an AI Business Coach trained to address growth-related challenges with guidance tailored to each participant’s business and goals.
“When business owners have practical tools to improve customer access, they’re better positioned to grow revenue, create jobs, and stabilize local economies,” said Dr. Marlene Orozco, LIFT program lead and SCALEUP research fellow.
LIFT was developed with financial support from the Ewing Marion Kauffman Foundation. Future opportunities are currently being planned. To receive updates on upcoming programs, visit https://scaleup.txst.edu/. Access SCALEUP’s media resources at https://scaleup.txst.edu/media-lift.html.
