SEMINARS

News Entrepreneur Boot Camp 2010

May 16, 2010 - May 21, 2010
Annenberg School for Communication & Journalism, University of Southern California
In partnership with the USC Greif Center for Entrepreneurial Studies, the Center for Communication Leadership and Public Policy, and the Online Journalism Review

About | Agenda | Speakers | Fellows | Resources

Agenda

May 16, 2010, 11:00 AM - 12:30 PM

Welcome and Introductions

Welcome and introduction of boot camp participants and their areas of interest

Presentation by:

  • Vikki Porter, Director, Knight Digital Media Center, USC Annenberg School for Communication & Journalism
Flash File: Video: Welcome and Introductions

May 16, 2010, 12:45 PM - 2:00 PM

Outcomes and Expectations for the Week

Overview of feasibility

Presentation by:

  • Tom O'Malia, Professor of Clinical Entrepreneurship; Director Emeritus, Greif Center for Entrepreneurial Studies, USC Marshall School of Business
  • Robert Niles, Editor, Online Journalism Review and OJR.org
Flash File: Video: Outcomes and Expectations

May 16, 2010, 2:30 PM - 3:00 PM

Cocktail Reception

May 16, 2010, 3:00 PM - 4:30 PM

Dinner and Keynote Speaker

Presentation by:

  • Geneva Overholser, Director, School of Journalism, USC Annenberg School of Journalism
Flash File: Video: Geneva Overholser: Dinner and Keynote

May 17, 2010, 6:00 AM - 7:30 AM

Introduction to Project Management

A walk through the development of a feasible online news start-up: What’s part of initially putting together and managing a low-cost, boot-strapped news start-up.

Presentation by:

  • Susan Mernit, Founder, OaklandLocal.com, Social Media Consultant
Flash File: Video: Susan Mernit: Introduction to Project Management
PDF: Presentation: Susan Mernit: Executing Well: An Introduction to Product Development

May 17, 2010, 7:45 AM - 9:15 AM

Discussion:  Been There, Done That

A group discussion with people who’ve started news websites from scratch.

Presentation by:

Flash File: Video: Discussion:  Been There, Done That

May 17, 2010, 9:30 AM - 10:30 AM

Buffet Lunch

Work on today’s deliverables and pitch

May 17, 2010, 10:45 AM - 12:45 PM

Entrepreneur Workshop / One-on-One Q&A with Faculty

Campers can sign up for one-on-one sessions with today’s faculty.
Deliverable: #6 - Create a list of what resources you will need to serve your community (technology, personnel, etc.?).  Provide specific resource names, where possible.
PITCH:  30 seconds - Four “whys”

May 17, 2010, 12:45 PM - 2:15 PM

Present Deliverables and Pitch

Campers present your deliverables and pitch one-on-one to Tom O’Malia and Robert Niles

May 17, 2010, 3:30 PM - 5:30 PM

Working Dinner

Each day, campers will take feedback on the day’s deliverables and work them into a draft of the final deliverable and presentation.

May 18, 2010, 6:00 AM - 7:30 AM

The News Publisher as Community Organizer

Present the six stages of community organizing.

  1. Assessing the community (watching and listening).
  2. Creating an action team (relationship building).
  3. Developing an action plan.
  4. Mobilizing to action.
  5. Implementing the action.
  6. Evaluating what you’ve done, and applying those stages to community news publishing.
  • What are some of the existing communities within your community that you can work with to build your relationship network?
  • How can you assign roles with your community to address its identified pain?
  • How can metrics help you evaluate?

 

Presentation by:

Flash File: Video: Robert Niles: The News Publisher as Community Organizer
PowerPoint: Presentation: Robert Niles: The News Publisher as Community Organizer

May 18, 2010, 7:45 AM - 9:15 AM

Discussion:  Expanding Upon the Morning Session

Delving deeper into how to identify potential advertisers, subscribers, funders and grant providers - then convert them into paying customers for your business. (Moderated by Niles)

Presentation by:

  • Robert Niles, Editor, Online Journalism Review and OJR.org
  • Tom O'Malia, Professor of Clinical Entrepreneurship; Director Emeritus, Greif Center for Entrepreneurial Studies, USC Marshall School of Business
  • Ben Ilfeld, co-founder, Castle Press LLC, Sacramento Press
  • Susan Mernit, Founder, OaklandLocal.com, Social Media Consultant
  • Tracy Record, editor, West Seattle Blog
Flash File: Video: Discussion: Expanding Upon the Morning Session

May 18, 2010, 9:30 AM - 10:30 AM

Buffet Lunch

Work on today’s deliverables and pitch

May 18, 2010, 10:45 AM - 12:45 PM

Entrepreneur Workshop / One-on-One Q&A with Faculty

Campers can sign up for one-on-one sessions with today’s faculty.
Deliverable:  #7 - Create a list of 10 potential customers within your community, with contact information.  (Might need to revise deliverable #2 to complete this task, to draw a distinction between the needs of customers vs. needs of audience.)
PITCH:  30-second version to customers, 10-second version to audience

May 18, 2010, 12:45 PM - 2:15 PM

Present Deliverables and Pitch

Campers present your deliverables and pitch one-on-one to Tom O’Malia and Robert Niles

May 18, 2010, 3:30 PM - 5:30 PM

Working Dinner

Each day, campers will take feedback on the day’s deliverables and work them into a draft of the final deliverable and presentation.

May 19, 2010, 6:00 AM - 7:30 AM

Web Dev 101 for Journalists

Applying technology to customer acquisition channels to make your vision for a news business an actual functioning website.  What resources (both external and internal - your time and skills) will you need to take this to the next sustainable level?  Plus, making a commitment to open-ended learning.

Presentation by:

Flash File: Video: Lisa Williams: Web Dev 101 for Journalists
PowerPoint: Presentation: Lisa Williams: Web Dev 101 for Journalists

May 19, 2010, 7:45 AM - 9:15 AM

Discussion:  Technical and Legal Issues

Delving into technical and legal issues that you will encounter as you set up your business.  Logistical differences in running for- and non-profits. (Moderated by O’Malia and Niles)

Presentation by:

  • Tom O'Malia, Professor of Clinical Entrepreneurship; Director Emeritus, Greif Center for Entrepreneurial Studies, USC Marshall School of Business
  • Robert Niles, Editor, Online Journalism Review and OJR.org
  • Lisa Williams, Founder & CEO, Placeblogger.com
  • Jeff Klein, chairman of the board, 1105 Media Inc., and executive in residence, USC Annenberg Center on Communication Leadership and Policy
  • Rita Hibbard, executive director and editor, InvestigateWest
  • Christopher Schroeder, chief executive officer, HealthCentral
Flash File: Video: Discussion: Technical and Legal Issues

May 19, 2010, 9:30 AM - 10:30 AM

Buffet Lunch

Work on today’s deliverables and pitch

May 19, 2010, 10:45 AM - 12:45 PM

Entrepreneur Workshop / One-on-One Q&A with Faculty

Campers can sign up for one-on-one sessions with today’s faculty.
Deliverable:  #8 - Decide which revenue model you will select to pursue the customers from deliverable #7.  (Options are direct payment, advertising and donations.  Might need to revise deliverable #7, based upon answers here.)
Deliverable:  #9 - How will you reach and close these customers?
PITCHES:  30-second and 10-second versions to customers, 10-second version to audience

May 19, 2010, 12:45 PM - 2:15 PM

Present Deliverables and Pitch

Campers present your deliverables and pitch one-on-one to Tom O’Malia and Robert Niles

May 20, 2010, 6:00 AM - 7:30 AM

Getting Serious About Expenses and Asking for Money

Present a checklist of expenses for a community news start-up, including staff, publishing tech, marketing, sales and support.  Identify free and low-money cost options.  What’s realistic here?  And what will you need to bring when you ask for cash:  Audience profile, publication mission, the pitch, rate cards, budgets and expectations.

Presentation by:

  • Jeff Klein, chairman of the board, 1105 Media Inc., and executive in residence, USC Annenberg Center on Communication Leadership and Policy
Flash File: Video: Jeff Klein: Getting Serious About Expenses and Asking for Money
PowerPoint: Presentation: Jeff Klein: A Business Perspective

May 20, 2010, 7:45 AM - 9:15 AM

Discussion:  Real-life Experiences

Real-life experiences as journalists move over to the money side.  Camp wrap-up. (Moderated by Niles)

Presentation by:

  • Robert Niles, Editor, Online Journalism Review and OJR.org
  • Tom Davidson, vice president, business and partner development, GrowthSpur Inc. and digital journalist
  • Jeff Klein, chairman of the board, 1105 Media Inc., and executive in residence, USC Annenberg Center on Communication Leadership and Policy
  • Julia Scott, founder, BargainBabe.com
Flash File: Video: Discussion: Real-life Experiences

May 20, 2010, 9:30 AM - 10:30 AM

Buffet Lunch

Work on today’s deliverables and pitch

May 20, 2010, 10:45 AM - 12:45 PM

Entrepreneur Workshop / One-on-One Q&A with Faculty

Campers can sign up for one-on-one sessions with today’s faculty. Meet in Popovich patio.
Deliverables:  Final - Complete an advertising media kit/rate card (for-profits) or a grant application framework (non-profits).
PITCHES:  30-second and 10-second versions to customers, 10-second versions to audience and to reporters

May 20, 2010, 12:45 PM - 2:15 PM

Present Deliverables and Pitch

Campers present latest draft of final deliverables and pitches one-on-one to Tom O’Malia and Robert Niles for final advice before presentations.

May 20, 2010, 3:30 PM - 5:30 PM

Working Dinner

Each day, campers will take feedback on the day’s deliverables and work them into a draft of the final deliverable and presentation.

May 21, 2010, 6:00 AM - 9:30 AM

Presentation Pitches

Campers pitch concepts, with questions from panel.

May 21, 2010, 9:30 AM - 10:30 AM

Wrap-up Lunch

Next steps, expectations

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