Texas State University's Learning and Insights for Forward Traction (LIFT) accelerator program has completed its inaugural cohort, showing substantial gains in marketing capabilities among small business leaders. The six-week program, developed by Texas State'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.
Results from the program indicate remarkable improvements in participants' marketing confidence and skills. After completing LIFT, 98% of participants reported actively setting social media goals, representing a 52 percentage point increase. Confidence in using social media for business growth increased by 45 percentage points, while the share of participants reporting "good" or "expert" social media knowledge jumped from 5% to 97%, a 92 percentage point improvement.
The program's development was informed by research into the challenges small businesses face during growth phases. "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. This research-driven approach ensured the program addressed real-world business needs.
To ensure broad accessibility, SCALEUP and its partners attracted more than 3,000 applicants for the program. The first cohort included over 350 business owners, with 82% based in Texas and representation from 24 additional states. The curriculum progressed from foundational marketing principles to advanced topics including platform analytics, content strategy, and goal setting.
Participants gained practical insights that extended beyond technical skills. "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. The program also provided access to an AI Business Coach trained to address growth-related challenges with guidance tailored to each participant's specific business and objectives.
The economic implications of such programs are significant, particularly as small businesses serve as drivers of local and state economies. "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."
Dr. Marlene Orozco, LIFT program lead and SCALEUP research fellow, emphasized the broader impact: "When business owners have practical tools to improve customer access, they're better positioned to grow revenue, create jobs, and stabilize local economies." This connection between business education and economic development highlights the program's potential significance beyond individual business success.
The LIFT program was developed with financial support from the Ewing Marion Kauffman Foundation, and future opportunities are currently being planned. For those interested in learning more about the SCALEUP initiative and its programs, additional information is available at https://scaleup.txst.edu/. The program represents a model for university-community partnerships that address practical business needs while contributing to broader economic objectives.
