Texas State University's Learning and Insights for Forward Traction (LIFT) accelerator program has completed its inaugural cohort with measurable success in strengthening small business marketing capabilities. More than 300 business leaders participated in the six-week program developed by Texas State's Sustainable Cultivation and Advancement of Local Enterprises with University Partnerships (SCALEUP) initiative in collaboration with the Texas Association of Mexican American Chambers of Commerce (TAMACC).
Program results reveal substantial gains in marketing confidence among participants. After completing LIFT, 98% of business owners reported actively setting social media goals, representing a 52 percentage point increase. Confidence in using social media for business growth rose by 45 percentage points, while the share reporting "good" or "expert" social media knowledge increased dramatically from 5% to 97%.
The economic implications of these improvements are significant. "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 aligns with broader economic perspectives, as noted by Pauline E. Anton, President and CEO of TAMACC, who stated, "The economic strength of Texas and other states depends on small businesses having practical tools they can use now."
SCALEUP developed LIFT through a research-driven approach. "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 had access to an AI Business Coach trained to address growth-related challenges with personalized guidance. Rebecca Acosta-Ojeda, owner of Salon One 12 in Buda, Texas, noted, "LIFT helped me realize that your brand is more than a logo. It's what customers feel."
The program's development received financial support from the Ewing Marion Kauffman Foundation, and future opportunities are currently being planned. For business leaders interested in program updates, information is available at https://scaleup.txst.edu/. Additional program resources and media assets can be accessed at https://scaleup.txst.edu/media-lift.html.
For technology and business leaders, the LIFT program represents a model for how university-business partnerships can address practical skill gaps in the digital economy. The integration of AI coaching alongside traditional business education suggests emerging approaches to scalable business support. As small businesses increasingly compete in digital marketplaces, programs that demonstrably improve marketing capabilities may influence broader economic resilience and innovation capacity across regions.
