The Learning and Insights for Forward Traction (LIFT) accelerator, a six-week program developed by Texas State University's Sustainable Cultivation and Advancement of Local Enterprises with University Partnerships (SCALEUP) initiative, recently concluded with more than 300 small business leaders completing the training designed to strengthen marketing skills and foster business growth. Delivered in collaboration with the Texas Association of Mexican American Chambers of Commerce (TAMACC) and other community partners, the program's inaugural cohort demonstrated substantial gains in marketing confidence among participants.
Results from the program show that after completion, 98% of participants reported actively setting social media goals, representing an increase of 52 percentage points. 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 rose dramatically from 5% to 97%. Pauline E. Anton, President and CEO of TAMACC, emphasized the importance of such initiatives, stating, "The economic strength of Texas and other states depends on small businesses having practical tools they can use now. 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 research with applied training, with financial backing from the Ewing Marion Kauffman Foundation. Dr. Josh Daspit, director of SCALEUP and associate professor at Texas State University, explained, "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." To broaden access, SCALEUP and its partners attracted more than 3,000 applicants for the program. The first LIFT cohort included over 350 business owners, with 82% based in Texas and representation from 24 additional states.
Participants progressed from foundational marketing principles to advanced topics including platform analytics, content strategy, and goal setting. The program also provided access to an AI Business Coach trained to address growth-related challenges with guidance tailored to each participant's business and goals. Rebecca Acosta-Ojeda, owner of Salon One 12 in Buda, Texas, noted, "LIFT helped me realize that your brand is more than a logo. It's what customers feel." The program's impact extends beyond individual businesses to broader economic implications. Dr. Marlene Orozco, LIFT program lead and SCALEUP research fellow, added, "When business owners have practical tools to improve customer access, they're better positioned to grow revenue, create jobs, and stabilize local economies."
Future opportunities for the LIFT program are currently being planned, with updates available through the SCALEUP initiative website at https://scaleup.txst.edu/. Additional program information and media resources can be accessed at https://scaleup.txst.edu/media-lift.html.
