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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
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Mayor AC Wharton, Jr.’s
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Office of Youth Services
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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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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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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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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:
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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:
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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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