More than 300 small business leaders recently completed Texas State University's Learning and Insights for Forward Traction (LIFT) accelerator, a six-week program designed to strengthen marketing skills and help small businesses grow. The program's results demonstrate substantial gains in practical marketing capabilities that could have meaningful economic implications.
After completing the program, 98% of participants reported actively setting social media goals—an increase of 52 percentage points from before the program. Confidence using social media for business growth increased by 45 percentage points, while the share reporting "good" or "expert" social media knowledge increased dramatically from 5% to 97%. These improvements matter because small businesses are critical drivers of local and state economies, yet many lack the marketing expertise needed to compete effectively in digital environments.
"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 the program. "Through our statewide chamber network, TAMACC shares resources, like the LIFT program, with entrepreneurs across Texas to advance their businesses and enhance economic prosperity."
LIFT was developed by Texas State's Sustainable Cultivation and Advancement of Local Enterprises with University Partnerships (SCALEUP) initiative, which pairs 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.
The program's importance extends beyond individual business success. "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. This connection between marketing skill development and broader economic impact makes programs like LIFT particularly valuable for community development.
To broaden access, SCALEUP and its partners attracted more than 3,000 applicants for the inaugural cohort. The program 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. Rebecca Acosta-Ojeda, owner of Salon One 12 in Buda, Texas, noted that "LIFT helped me realize that your brand is more than a logo. It's what customers feel."
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. LIFT was developed with financial support from the Ewing Marion Kauffman Foundation, and future opportunities are currently being planned. More information about the program is available at https://scaleup.txst.edu/. Additional resources can be found at https://scaleup.txst.edu/media-lift.html.
