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City  of  Memphis   Office  of  Youth  Services      

Youth  Entrepreneur     Start-­‐Up  Weekend   Adobe  Software     Training  Project     Report              

Submitted  To:     The  City  of  Memphis   Mayor  AC  Wharton’s   Office  of  Youth  Services            Atn.  Mr.  James  Nelson,  Director          

Submitted  By:   Elevate  Entrepreneurship  Systems     Matthew  and  Maria  Hampton   Co-­‐Founders     www.elevateyouthbiz.com     ph.    501.247.3413  /  501.952.7593   email:    mhampton@elevateyouthbiz.com   email:    maria@makepaper.co      


Table  of  Contents       Section  I.     Narrative             Adobe               Trainers  and  Training           Goal  /  Objectives  of  Training           Applied  /  Experiential  learning                   Section  II.     Exposure  to  Technology/Software       Participants  /  Business  Models         Information  /  Training   Areas             Student  Testimony               Section  III.     Outcomes             Next  Steps        

City  of  Memphis    

1  

   

 

Mayor  AC  Wharton,  Jr.’s    

2  

 

3   4  

Office  of  Youth  Services        

4        

 

5   6   8   9-­‐10  

11   12-­‐14  

Youth  Entrepreneur  Start-­‐Up  Weekend   Adobe  Software     Training  Project     Report  


City  of  Memphis   Division  of  Youth  Services    

Youth  Entrepreneur  Start-­‐Up  Weekend   Adobe  Software  Training    

Narrative    

 

Over  1  weekend,  48  hours…………….  7  students  from  the  Memphis  Mayor’s  

.   Elevate   Entrepreneurship   Systems   (EES)   and   Mayor   AC   Wharton’s   Division   of   Youth   Services   (DYS)  partnered  to  introduce  a  digital  media  and  entrepreneurship  youth  start-­‐up  weekend   for   a   targeted   group   of   Memphis   Ambassador’s   Program   (MAP)   students   who   have   demonstrated   an   interest   in   expanding   their   existing   businesses   and   starting   businesses   using  the  unique  training  approaches  developed  by  Elevate  Entrepreneurship  Systems.  The   training  began  at  5:00  P.M.  on  Friday  August  30th  –  7:00  P.M.  Sunday  September  1st.                                   1   Powered  By:  


City  of  Memphis   Division  of  Youth  Services    

Youth  Entrepreneur  Start-­‐Up  Weekend   Adobe  Software  Training  

  Adobe     The  leaders  of  EES  have  made  contact  with  Adobe  representatives  located  in  San  Francisco,  CA.;  Adobe  has  expressed  an   interest  in  exploring  the  Elevate  Model.  Adobe  is  interested  in  what  can  be  developed  when  students  use  their  products   to   build   and   design   businesses.   This   presents   an   opportunity   for   the   EES   Team   and   the   City   of   Memphis   to   present   a   unique   approach   to   youth   development   and   possibly   establish   a   partnership   with   one   of   the   world’s   largest   software   companies.  The  EES  Team  has  also  produced  a  video  and  developed  proposal  that  will  be  used  to  recruit  support  from   the  Adobe  Organization.  The  video  can  be  viewed  at  youtube.com/elevateentrepreneur.com.          

     

Shelyria  and  Nicholas  learn  how  to  use  an  Adobe   effect  to  create  unique  T-­‐Shirt  Images         2   Powered  By:  


City  of  Memphis   Division  of  Youth  Services    

Youth  Entrepreneur  Start-­‐Up  Weekend   Adobe  Software  Training  

  Trainers/Training   The  EES  Team  brought  in  a  team  of  trainers.  The  trainers  provided  each  of  the  students  with  guidance  in  how  to  utilize   the   the   Adobe   Suite   and   a   variety   of   technology   and   software   applications   needed   to   launch   their   businesses.   This   form   of  training  engages  students  in  actually  creating,  developing,  and  launching  a  project.  The  EES  Training  focused  on  the   fundamental  elements  of  creating  a  business  using  Adobe  Products.  Students  learned  how  to  create  their  own  products,   web-­‐sites,   logos,   and   related   digital   media.   The   students   also   utilized   photography   and   video   resources   to   begin   developing  their  digital  identity.  This  digital  material  will  be  used  to  further  promote  and  expand  their  companies.     Between  the  dates  of  Friday  August  30th-­‐Sunday  September  1st  the  youth  who  participated  in  this  training  worked  for   more   than   22   hours   (over   a   holiday   weekend).   These   youth   have   demonstrated   a   strong   desire   to   gain   skills,   become   entrepreneurs,  and  engage  with  the  EES  Team.                                         Cashawna  Whitaker  and  Marika  Crawford  work     on  building  a  web-­‐site  using  Adobe  web-­‐site       development  tools.  Marika  also  learned  to     create  Quick  Response  “QR  Codes  that  link  her     customers  to  her  website               3   Powered  By:  


City  of  Memphis   Division  of  Youth  Services    

Youth  Entrepreneur  Start-­‐Up  Weekend   Adobe  Software  Training  

  Goals  /  Objectives  of  Training   The  goal  of  this  training  was  to  expose  the  students  to  the  Adobe  Cloud  and  to  begin  the  initial  phases  of  the  Elevate   Entrepreneurship   Systems   Training   (EES).   It   is   important   to   note   that   before   students   engage   in   in-­‐depth   training   on   the   fundaments   of   a   business   plan,   it   is   important   that   Elevate   and   its   partnering   organization   achieve   the   following   objectives:   • Motivate  the  youth  through  the  use  of  digital  images  and  allow  them  to  see  themselves  as  entrepreneurs   • Engage  students  in  learning  how  to  utilize  technology  to  establish  an  online  identify  as  an  entrepreneur   • Engage  students  in  creating  a  product,  offering  a  service,  and  actually  making  money   • Demonstrate  how  youth  can  use  technology,  specifically  the  Adobe  Suite,  in  their  efforts  to  become  entrepreneurs     Applied  /  Experiential  Learning   Elevate  relies  heavily  on  “Applied/Experiential”  entrepreneurship  education  to  develop  entrepreneurial  talent  in  youth.   We   intentionally   do   not   utilize   lecture   based   forms   of   training.   Entrepreneurship   education   is   similar   to   athletics.   For   example;  A  football  coach  doesn’t  have  his  players  listen  to  lectures,  read  material,  then  test  the  players  on  how  to  play   football.  The  same  experiential  approach  that  is  used  in  athletics,  is  the  optimal  way  to  educate  and  motivate  youth  to   become  entrepreneurs.       This  dynamic  is  what  allows  Elevate  to  achieve  the  type  of  results  that  direct  students  into  business  ownership.  EES  has   the   ability   to   engage   and   encourage   students   to   stay   focused   during   the   more   complex   and   challenging   parts   of   developing  their  business  plans,  spreadsheets,  and  financial  statements,  because  of  our  applied  approach.  Elevate  is  an   industry  expert  at  motivating  and  sparking  youth  entrepreneurship  in  students.             Daryl  Thomas  leads  a  demonstration  on  using  Adobe     Photoshop,  with  the  youth.  This  program  allows  the  youth  to       create  promotional  flyers,  banners,  brochures,  business     cards,  and  other  collateral  materials.                           4   Powered  By:  


City  of  Memphis   Division  of  Youth  Services    

Youth  Entrepreneur  Start-­‐Up  Weekend   Adobe  Software  Training  

    Exposure  to  Technology  and  Software   Another   key   aspect   of   the   Elevate   System   is   technology   utilization.   The   youth   in   our   training   programs   learn   how   to   utilize  social  media  platforms  and  technology  as  a  tool  for  commercialization,  marketing,  and  communications.  This  is  an   area  where  youth  excel,  by  engaging  youth  in  these  activities  we  build  their  confidence  and  we  also  help  the  youth  to   establish  an  online  identify  that  is  associated  with  entrepreneurship.  This  dynamic  enhances  the  student’s  performance   during   the   additional   training   activities   that   take   place.   During   the   training   the   youth   learned   how   to   utilize   over   10   software  applications  and  digital  programs,  which  included:     The  Adobe  Creative  Suite       Youtube       Go  Daddy     Illustrator         Word  Press       MS  Office  Suite             Photoshop         Instagram     QR  Code  Maker         Facebook     T-­‐Shirt  Suite         Dreamweaver     These  youth  also  were  exposed  to  basic  coding,  which  is  considered  one  of  the  most  needed  labor  skills  in  our  country.   This  can  be  evidenced  by  viewing  the  attached  video  on  the  need  for  coders  in  America.     http://www.youtube.com/watch?v=nKIu9yen5nc                                               5   Powered  By:  


City  of  Memphis   Division  of  Youth  Services    

Youth  Entrepreneur  Start-­‐Up  Weekend   Adobe  Software  Training  

    Participants  /  Business  Models   EES   selected   a   small   group   of   youth   that   have   demonstrated   their   desire   to   participate   in   entrepreneurship   training.   These   students   have   received   scholarships   to   attend   the   Elevate   Summer   Youth   Camp   in   July   2013.   The   scholarships  that  were  awarded  by  the  Elevate  Foundation  represent  a  value   of  $1,500.00  per  student  (costs  include:  registration,  hotel,  food,  and  training   materials)   a   total   investment   of   $6,000.00   dollars   for   the   four   students   who   participated   in   the   camp.   The   MAP   youth   participants   were   exceptional   participants,   winning   numerous   awards   including   best   overall   youth   entrepreneur.   The   following   chart   provides   an   outline   of   the   students   who   participated  in  the  training  and  the  companies  that  they  are  developing.     Each   of   these   business   models   has   been   developed   to   serve   two   key   functions.  One,  each  business  will  engage  the  youth  who  are  participating  in   the  current  training  with  information  on  how  to  develop  their  own  business.   Second,   these   businesses   have   been   structured   so   they   can   serve   as   online   vertical  marketplaces.  The  vertical  online  marketplace  provides  opportunities   for  other  youth  from  the  MAP  Program/Memphis  to  learn  how  they  can  work  alongside  these  youth  and  also  establish   their  own  businesses,  sell  their  own  products,  and  thereby  create  jobs  and  opportunities  for  the  youth  in  the  Memphis   Community.  The  following  chart  outlines  the  youth,  their  companies,  and  the  communities  they  represent.     Participant   Company  Name   Community     Shelyria  Harris   Stoked   Raleigh  Community     Nicholas  Stokes   Stoked   Raleigh  Community       Marika  Harris   Memphis   Area   Communications   /   Bickford  Community     MAC  Media       Joshua  Conway   Lynz   Raleigh  Community     Lyric  Farmer   I  AM   Westwood  Community     Jessica  Warren   Designs  By  Jessica   Soulsville  Community     Example:   For  example,  Shelyria  Harris  has  created  the  Stoked  web-­‐site,  Shelyria  can  now  work  with  the  Elevate  Team  to  launch  a   “Make  Paper”  competition,  where  we  will  promote  Stoked  as  a  place  for  other  young  people  who  design  T-­‐Shirts.  We  will   run   a   15-­‐30   day   contest   to   identify   the   best   youth   t-­‐shirt   designers   in   Memphis.   Upon   identifying   those   students   the   Stoked   web-­‐site   will   upload   their   products   and   then   the   youth   will   work   together   to   promote   their   online   site   and   to   distribute  their  products  collectively.  The  site  will  allow  each  student  to  earn  money  as  their  products  are  sold.     Elevate  has  worked  with  each  of  the  students  to  replicate  this  model,  and  to  insure  that  the  companies  currently  being   developed  have  the  ability  to  engage  with  a  number  of  youth  who  may  be  interested  in  entrepreneurial  activities.     6   Powered  By:  


City  of  Memphis   Division  of  Youth  Services    

Youth  Entrepreneur  Start-­‐Up  Weekend   Adobe  Software  Training  

    Information  /  Training  Subjects   EES  identified  a  group  of  trainers  that  provided  the  students  with  guidance  in  their  efforts  to  use  the  Adobe  Products,   develop   web-­‐sites,   develop   logos,   and   develop   digital   images   through   video   and   photography.   The   trainers   that   EES   brought  in  for  this  training  included  the  following:     Trainer   Training  Topics   Skills  Gained   Matthew  Hampton   General   Oversight   /   Entrepreneurship   Mind  mapping  and  technology  utilization   Training   Cashawna  Whitaker   Adobe  Web-­‐Site  Development  Tools   Web-­‐site  design  and  engineering   Jordan  Hunt   Dream  weaver  and  Photoshop  Training   Logo   development   and   Creative   Development   Donald  Stone   Word  Press   Web-­‐site  development  /  Blogging   Darryl  Thomas   Adobe   Creative   Suite   /   (QR   Codes,   T-­‐shirt  design  /  QR  code  development   Design  Tools)   Ervin  White   Digital  Media  Development   Photo  and  video   Shoot  development                                     –––         Cashawna  and  Matthew  talk  to  Joshua  about       next  steps  to  complete  the  Lynz  web-­‐site  and    

mind  mapping  his  business  

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City  of  Memphis   Division  of  Youth  Services    

Youth  Entrepreneur  Start-­‐Up  Weekend   Adobe  Software  Training    

  Training  Activities     The  youth  engaged  in  the  training  activities  had  an  opportunity  to  gain  skills  in  the  following  areas:     Business  Model  Training  and  Mind-­‐Mapping-­‐       (All  Students)     Creating  web-­‐sites  using  online  resources  and  Adobe  Tools   (All  Students)       Developing  the  skills  to  begin  digitizing  and  designing  screen     (Shelyria  Harris)   printed  products/  materials     Photography  and  Video  Capture           (Joshua  Conway     Video  Editing    /  Graphic  Design  Use  of  Adobe  Photoshop     (Joshua  Conway)    

Darryl  and  Jordan  talk  to  students  about  logo   development,  branding,  and  building  their   online  image.          

       

MAP  Students  engaged  in  learning  via  Adobe   tutorials.     8   Powered  By:  


City  of  Memphis   Division  of  Youth  Services    

Youth  Entrepreneur  Start-­‐Up  Weekend   Adobe  Software  Training  

    Testimony   The   students   provided   completed   journals,   action   plans,   and   evaluation   forms.   The   students   evaluation   forms   demonstrated   that   each   student   was   totally   satisfied   with   the   training,   and   that   they   were   able   to   develop   new   skills   that   they   did   not   have   prior   to   the   training   program.   The   students   also   commented   on   how   they   planned   to   use   the   training  as  they  move  forward  in  their  efforts  to  launch  these  business  platforms  within  the  City  of  Memphis.  We  have   captured  some  of  the  student  comments  below:                   “I  plan  to  start  a  store  in  my  community  that  will  provide  other  girls     with  the  opportunity  to  become  fashion  and  jewelry  designers.”         Lyric  Farmer,  17     IAM   J ewlery   a nd   Fashion  Design                                              

  “We  can  use  this  information  to  tell  our  own  stories  about   growing  up  in  Memphis.  I  want  people  to  see  Memphis  through   “Our  Lynz”,  the  eyes  of  the  youth”   Joshua  Conway,  15   Lynx  Photography  

 

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City  of  Memphis   Division  of  Youth  Services    

Youth  Entrepreneur  Start-­‐Up  Weekend   Adobe  Software  Training    

                                                                                 

“These  tools  will  allow  me  and  my  friends  to  create  all  types  of   marketing  campaigns,  graphic  materials,  and  products  that  we  can   us  to  develop  MAC  Media”   Marika  Crawford,  17   Memphis  Area  Communications  “MAC”  M edia  

“Me  and  Nick  learned  how  to  digitize  with  Adobe  Products,  now   we  can  take  our  sketches  and  create  REAL  T-­‐shirt  Designs”   Shelyria  Harris,  16  and  Nick  Stokes,  16   Stoked  T-­‐Shirt  Design  Co.  

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City  of  Memphis   Division  of  Youth  Services    

Youth  Entrepreneur  Start-­‐Up  Weekend   Adobe  Software  Training  

    Outcomes   As  an  outcome  of  this  activity  EES  has  helped  the  students  build  the  following  skills  and  capabilities.  The  students  now   have  the  ability  to:   • Utilize   Adobe   Products   and   online   tools/resources   to   build   web-­‐sites,   this   outcome   can   be   evidenced   by   the   students  existing  web-­‐sites  and  also  the  students  ability  to  create  web-­‐sites   • Develop   content   and   digital   imagery   in   order   to   create   collateral   materials   and   digital   tools   to   promote   their   businesses   • Use   their   digital   images   to   create   promotional   materials   to   expand   their   companies   when   developing   their   online  marketing  and  advertising  materials   • Create  QR  Codes  that  can  be  used  in  marketing,  on  business  cards,  and  in  developing  collateral  materials  that   link  clients  and  supporters  to  their  digital  assets   • Understand   how   to   use   the   Adobe   cloud,   students   also   learned   how   to   use   Adobe   learning   tools   in   order   to   expand   their   interaction   with   Adobe   cloud   of   software,   this   allows   each   student   to   actually   “Self-­‐teach”   themselves  on  how  to  use  Adobe  Products.   • Design  and  develop  proposals  to  expand  their  business   • Develop   a   basic   business   model   and   mind   map,   which   is   an   essential   element   in   learning   how   to   create   a   business  plan   • Launch  web-­‐sites,  the  sites  that  the  students  have  developed  can  be  viewed  at  the  following  sites:   o Shelyria  Harris     stokedworld.co   o Marika  Crawford   macmediapr.com   o Lyric  Farmer     byiam.co   o Joshua  Conway     lynx.co   • An  informational  video  on  the  Memphis  Project  can  also  be  viewed  at:  youtube.com/elevateentrepreneur                                       11   Powered  By:  


City  of  Memphis   Division  of  Youth  Services    

Youth  Entrepreneur  Start-­‐Up  Weekend   Adobe  Software  Training  

    Next  Steps   These  students  and  their  company’s  have  been  presented  at  the  Southern  Heritage  Classic  College  Fair.  The  initial  roll-­‐ out   of   these   companies   provided   a   visual   example   for   other   MAP   Students.   This   will   encourage   those   students   to   participate  in  the  next  activities  associated  with  the  Elevate  Entrepreneurship  System.  The  next  step  will  be  to  continue   developing   these   students   and   promote   their   efforts.   EES   recommends   that   the   following   next   steps   take   place   in   order   to  continue  the  development  of  the  Elevate  Youth  Entrepreneurship  Eco-­‐System  in  Memphis,  TN.       The  Students   The  student  will:   • Submit  proposals  for  services  to  the  City  of  Memphis  to  engage  the  students  in  delivering  a  service/product   • Develop  a  detailed  business  plan  after  they  have  their  first  engagement,  contract,  or  service  opportunity   • Expand  their  skills  in  their  specific  areas  of  entrepreneurship   • Build  upon  their  existing  web-­‐sites   • Legalize  and  formalize  their  companies  as  cooperatives  that  can  provide  employment/ownership  opportunities   for  a  group  of  youth  from  the  Memphis  Community  MAP   • Establish   a   space   within   the   NEST   Center   for   each   of   the   youth   businesses   that   have   been   developed   by   the   EES   Team       Elevate  will  demonstrate  that  the  youth  will  have  the  ability  to  develop  the  entrepreneurial  mind-­‐set  within  the  next  45-­‐ 60  days.                                                 12   Powered  By:  


City  of  Memphis   Division  of  Youth  Services    

Youth  Entrepreneur  Start-­‐Up  Weekend   Adobe  Software  Training  

    The  City  of  Memphis   EES  recommends  that  the  City  of  Memphis  engage  in  the  following  activities  within  the  next  10-­‐30  days:   • Launch  the  EES  campaign  within  each  of  the  MAP  Sites   • Make  initial  purchases  from  the  model  entrepreneurs   • Schedule  a  start-­‐up  weekend  for  the  additional  MAP  Sites   • Schedule  the  training  sessions  for  each  of  the  MAP  Sites   • Complete  the  grand  opening  of  the  NEST  Center  and  locate  the  initial  businesses  in  that  center   • Schedule   an   Empowering   Entrepreneurship   Workshop   with   key   city   Departments   to   identify   additional   opportunities  that  can  be  developed  for  other  MAP  Students  and  the  existing  MAP  Student  Entrepreneurs   It  is  important  for  the  City  to  move  quickly  to  implement  these  activities.  This  will  enhance  the  earned  media   opportunities,  keep  the  students  motivated,  and  ultimately  support  the  development  of  a  youth  entrepreneurship  eco-­‐ system  that  will  provide  Memphis  with  both  immediate  and  long-­‐term  socio-­‐economic  benefits.  By  implementing   these  activities  EES  will  demonstrate  how  an  “Applied”  experienced  based  training  model  works.                           Lyric  Farmer  learned  how  to  write  code  that  could  support  her     web-­‐site  using  templates  and  also  began  developing  photos  to     support  her  online  storefront.                             13   Powered  By:  


City  of  Memphis   Division  of  Youth  Services    

Youth  Entrepreneur  Start-­‐Up  Weekend   Adobe  Software  Training  

    Elevate  Entrepreneurship  Systems  /  Adobe  Relationship  Development   The   EES   Team   also   will   be   making   a   presentation   to   the   Adobe   Team.   This   presentation   will   provide   the   Adobe   Team   with  an  understanding  of  how  the  Memphis  Youth  are  using  the  Adobe  Products,  which  products  are  being  used,  and   how   Adobe   can   benefit   from   working   with   the   City   of   Memphis   and   the   EES   Team.   The   Adobe   Team   will   be   asked   to   support  this  pilot  project  by:   • Contributing  hardware  to  the  NEST  Center   • Making  a  corporate  contribution  to  the  City  of  Memphis  for  the  NEST  Center   • Providing  complimentary  access  to  Adobe  Software  /  Products  throughout  the  City  of  Memphis  and   • Establishing  a  “Adobe  /  City  of  Memphis”  Partnership  with  Mayor  AC  Wharton’s  Office   It   is   important   to   note   that   EES   is   not   guaranteeing   or   representing   what   Adobe   “WILL”   do,   but   we   are   using   our   direct   contacts,   along   with   the   training   and   visual   elements   to   promote,   encourage,   and   request   the   support   as   outlined  above.     Within  the  next  15-­‐30  days  it  is  key  that  Elevate  be  engaged  with  the  City  to  begin  delivering  the  following:   • Support  A  City-­‐wide  campaign/contest  on  youth  entrepreneurship   • Launch  a  MAP  Site  based  entrepreneurship  training  and  activities   • Implement   contracts   with   the   model   youth   businesses   and   continue   training   activities   with   the   existing   youth  businesses  under  development   • Organize  a  grand  opening  event  at  the  NEST  Center  with  the  City  of  Memphis  and  Mayor  AC  Wharton  and   • Identify  opportunities/contracts  for  youth  entrepreneurs  from  the  MAP  Programs   The   implementation   of   these   activities   will   insure   that   the   City   of   Memphis   and   Elevate   are   able   to   achieve   the   intended  outcomes  related  to  the  implementation  of  the  Elevate  System  in  Memphis,  TN.                             Shelyria  and  Nicholas  are  ready  to  move  forward  and  begin   designing  a  line  of  T-­‐shirts  that  celebrate  M emphis,  they  are   refining  their  skills  on  the  Adobe  Software.  

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Memphis Youth Entrepreneur Start-Up Weekend