Texas State University has reported strong results from its inaugural Learning and Insights for Forward Traction (LIFT) accelerator, a six-week program designed to strengthen marketing skills and foster small business growth. Developed by the university's Sustainable Cultivation and Advancement of Local Enterprises with University Partnerships (SCALEUP) initiative, LIFT was delivered in collaboration with the Texas Association of Mexican American Chambers of Commerce (TAMACC) and other community partners.
According to program outcomes, 98% of participants now actively set 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, and the share of participants reporting “good” or “expert” social media knowledge surged from 5% to 97%, a 92-percentage-point gain. These metrics highlight the program's effectiveness in addressing a critical need for small businesses.
“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.”
SCALEUP developed LIFT by pairing academic 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 attracted more than 3,000 applicants, with the first cohort including over 350 business owners, 82% from Texas and the rest from 24 other states.
Participants progressed from foundational marketing principles to advanced topics such as platform analytics, content strategy, and goal setting. “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. Participants also had access to an AI Business Coach trained to address growth-related challenges with tailored guidance.
“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. The program was developed with financial support from the Ewing Marion Kauffman Foundation. Future opportunities are now being planned, and updates are available at scaleup.txst.edu.
