Texas State University’s new Learning and Insights for Forward Traction (LIFT) accelerator has demonstrated substantial improvements in small business marketing capabilities, according to results released from its inaugural cohort. The six-week program, developed by the university’s SCALEUP initiative in collaboration with the Texas Association of Mexican American Chambers of Commerce (TAMACC) and other partners, enrolled over 300 small business leaders and achieved notable gains in social media confidence and knowledge.
After completing LIFT, 98% of participants reported actively setting social media goals, a 52 percentage point increase from before the program. Confidence in using social media for business growth rose by 45 percentage points, while the share of participants rating their social media knowledge as “good” or “expert” jumped from 5% to 97%, a 92 percentage point increase. These outcomes underscore the program’s effectiveness in equipping entrepreneurs with practical digital marketing tools.
“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.”
The LIFT program was built on research conducted by SCALEUP, which studies the challenges small businesses face during growth. “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 curriculum progressed from foundational marketing principles to advanced topics like platform analytics, content strategy, and goal setting.
To broaden access, SCALEUP and its partners attracted more than 3,000 applicants. The first cohort included over 350 business owners, with 82% based in Texas and representation from 24 additional states. Participants also had access to an AI Business Coach trained to address growth-related challenges with tailored 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. Dr. Marlene Orozco, LIFT program lead and SCALEUP research fellow, emphasized the broader economic impact: “When business owners have practical tools to improve customer access, they’re better positioned to grow revenue, create jobs, and stabilize local economies.”
LIFT was developed with financial support from the Ewing Marion Kauffman Foundation. Future opportunities are currently being planned, and updates are available at SCALEUP's website.
