Texas State University's Learning and Insights for Forward Traction (LIFT) accelerator program has demonstrated significant success in strengthening marketing capabilities for small businesses, according to results from its inaugural cohort. The six-week program, developed by Texas State's Sustainable Cultivation and Advancement of Local Enterprises with University Partnerships (SCALEUP) initiative, showed remarkable improvements in participants' marketing confidence and practical skills.
Program outcomes reveal substantial gains in key marketing areas. 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 importance stems from small businesses' critical role in economic development. "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 the Texas Association of Mexican American Chambers of Commerce (TAMACC), which collaborated on program delivery. "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 combining academic research with practical application. "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," explained Dr. Josh Daspit, director of SCALEUP and associate professor at Texas State University. The program attracted more than 3,000 applicants for its first cohort, which included over 350 business owners primarily from Texas (82%) with representation from 24 additional states.
Curriculum content progressed from foundational marketing principles to advanced topics including platform analytics, content strategy, and goal setting. Participants also accessed an AI Business Coach trained to address growth-related challenges with personalized guidance. "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's broader implications extend to economic stability and job creation. "When business owners have practical tools to improve customer access, they're better positioned to grow revenue, create jobs, and stabilize local economies," noted Dr. Marlene Orozco, LIFT program lead and SCALEUP research fellow. LIFT was developed with financial support from the Ewing Marion Kauffman Foundation, and future program opportunities are currently being planned. Additional program information is available at https://scaleup.txst.edu/.
