Connecting to the entrepreneurial ecosystem beyond campus, NACCE 2013

Connecting to the entrepreneurial
ecosystem beyond campus
Norris Krueger – Entrepreneurship Northwest
Sheena Lindahl – Empact
Gary Muller – Catawba Valley Community College
Tim Putnam – North Iowa Area Community College

Why Map? (Why Ecosystems?)
What can go wrong
What can go right
How YOU can matter to your
community
Norris Krueger
@entrep_thinking
Norris.krueger@gmail.com

Why Maps? Why Ecosystems?
• Maps are mental models
• What can we do with them?
• (What should we do….)
• What can go wrong?
• What can go right?
Tweet us! #nacce2013

Ecosystem 101?
• Misunderstood? (CW? Non-PC?)
• Messy
– Dynamic
– Interconnected
– Filled with…. Humans
– Network: neither/both hierarchies, organic
• Flows of resources: Gaps (and, um, non-gaps)
• Feld’s Top Two?
– Bottom-up
– Inclusive
• Key Leverage Points: Gatekeepers vs Connectors

Sociogram pic

Who do you want to be?

How can we use ecosystem maps?
• Micro
– Who do we want to connect with?
– Who should we?
• Macro
– How do we help grow/defrag our community?
• Psycho?
– World domination! LOL but…

Genealogy map

What can go wrong?
• “8 maps”
• Idaho’s sordid saga… in 3 verses 
• Jim Collins was right…
• You may not like what you learn 
• P.S. this is NOT easy
(and not for amateurs?)
BUT……..

What can go right?
We understand our ecosystem. Really.
We can identify the key leverage points.
Who should we help?
Build trust.
Perfect role for community colleges

Why Community Colleges?
Why YOU?
tweet us! #nacce2013

The NACCE-inspired “Defrag” Process
• Remember the Google map?
– Map (A)
– Listening Sessions *‘Visioning’+ (B)
– Align Resources
• Remember the sociogram?
– Gatekeepers vs Connectors
– Connectors vs Liaison-Animateurs

So where are YOU?
Where do you want to be?
Where you NEED to be??

• Identify key stakeholders
– Who should you be helping?
– Not who you want to help?
– Need map to get started
• Identify testable value propositions
• Test the MVVPs!
• Learn -> Pivot -> Repeat

Your Competitive Edge
• Natural connectors
• Neutral turf/fair broker
• Lead by example not turf/juice/clout
• Natural CO-immersion
• Natural bottom-up
• Natural includers
• Already visible contributor in multiple ways
• TRUST!

Hints
• Brad Feld & Kellogg & Kauffman & EDA & ….:
Bottom-up, inclusive, people-centric…
entrepreneur-centric
• Help connectors. BE a connector,
• BE a liaison-animateur!
• To get started? Be a CONVENOR
• But how? Some tools for your toolkit:

A few tricks… and caveats
• Distinctive Competence (not Core)
• Surveys –
– connectors, gatekeepers... and who deserves help?
– Triggers? [http://bit.ly/map_ecosys ]
• Visioning/Listening [happy to share more offline]
– Accentuate the positive: AI, ABCD
• Are we there yet?
– Metrics - process and outcomes [http://bit.ly/EcoSys ]

And a few more…
• "no more amateur night"? (Build the “C-Team”)
• The 3 (4?) C's: Competent, Connected, Collegial (and ??)
• SAOSW!!
• "Straw man" framework: Jumpstart alignment
• Convenors get loved?
• Celebrate. Educate. Initiate.
• Big Omaha model: www.BigOmaha.com

Useful links
• Connectors & gatekeepers: http://bit.ly/Karen_S
• Genealogy: www.heikemayer.com
• Brad Feld: Startup Communities (book; slideshare)
• More on Defragging: http://goo.gl/6mmmy
• Are we there yet?: Process metrics
• Survey idea: http://bit.ly/map_ecosys
(also: http://bit.ly/hxVqUa )
• And, of course, contact ANY of us!
• Norris.Krueger[at]gmail.com ; @entrep_thinking
• Plus G+, LinkedIn, Facebook

National Entrepreneurship Ecosystem
Sheena Lindahl
Co-Founder and President
Empact
sheena@iempact.com
www.iempact.com

The Ecosystem is…
• Growing
• Complex
• Large

Mapping Community Partnerships
Gary Muller
Business Programs Department Head
Catawba Valley Community College
Tim Putnam
Associate Director
NIACC John Pappajohn Entrepreneurial Center
NACCE Fellows for Community Outreach
gmuller@cvcc.edu
putnatim@niacc.edu

Mapping Community Partnership
What: Strategic planning process to create
linkages between the community college and
the community for entrepreneurial
development.
Why: To identify resources and opportunities
that exist in the community to develop a more
effective entrepreneurial ecosystem.

List what services are available
and the services needed.
Top-Line Services For Three Common Clients
Reference: AACC Virtual Incubation Network (VIN) Toolkit

North Iowa
Area
Community
College
Local, State or
Federal
Government
- City Councils & City
Staff
- County Boards
- Area Councils of
Government
State Government
-Department of Economic
Development
- Iowa Innovation Council
-Department of Natural
Resources
- State Representatives &
Senators
Economic and
Workforce
Development
-Local Chamber of
Commerce’s
- Area Economic
Development Agencies
Commercial Entities
- State Technology
Association
- Iowa Farm Bureau
Federation
- Area CPAs and Attorneys
- Rural Electric Cooperatives
Federal Government
- SBA
- Dept. of Agriculture
- Dept. of Commerce
- Economic Development
Administration
- Senators & Congressmen
Microenterprise or
Financial Institutions
- Wellmark Venture Capital
-Iowa Fund of Funds
- Iowa Angel Network
Regional Angel Investment
Networks
- Area banks and credit
unions
NGOs
- AgVenture Alliance
- Iowa Association of
Business and Industry
- Iowa Center for
Community Vitality and
Microenterprise
Other Education
Institutions
- Other Iowa Pappajohn
Centers
- Other Iowa community
colleges
- Iowa Regent Universities
- Area high schools
- Area private colleges and
universities
Small Business
Development
Center
Other
Business
Accelerators
North Iowa Area Community
College

Catawba
Valley
Community
College
Innovation
Fund of
America
Regional
Workforce
Development
Programs
Local CPA's
and
Lawyers
Regional
Angel
Investment
Networks
Federal
Government
Agencies
Education
Institutions
Area High School
State University
System
NC Real
Programs
Small Business
and Technology
and
Development
Centers
Local Economic
Development
Corporation and
Chamber of
Commerce
Local and State
Government
Local
Businesses and
Entrepreneurs
Financial
Institutions
Catawba Valley
Community College

Long Beach
City
College
Local, State or Federal
Government
-Cities
-Redevelopment Agencies
-Workforce Investment Boards
-Economic Development Bureaus
-Ports
-Business Improvement Districts
-Enterprise Zones
-HUB Zones
-Free Trade Zones
Economic and
Workforce
Development
-Economic Development
Corps (LAEDC)
-Regional Small Business
Alliance
-Foundations (Kauffman,
Mott, etc.)
Industry
-Professional
Associations (ASBDC)
-Business Associations
-Small Business
Procurement Programs
(Boeing, HP, PC Mall)
-Industry Partners
(Constant Contact, Yelp,
Sprint, Google)
-Foundations (Verizon,
Goldman Sachs, Wells
Fargo)
Financial Institutions
-Venture Capital Funds
-CDFIs
-Banks
-SBA Lenders
-Microlenders
-CDCs
-Credit Unions
-Community Lenders
-VC Forums (Kiretsu)
-Angel Investors (Tech
Coast)
Community Based
Organizations
-Goodwill
-SBA Resource Partners
(WBC, SCORE, District
office)
-Incubators
-Community Action
Partnerships
Other Education
Institutions
-Area High Schools
-Community Colleges
-Private Universities (e.g.,
Pepperdine, USC)
-CSUs
-UCs
Legislators
-Congress members
-State Assembly
-State Senate
-Franchise Tax
Board
-Board of
Equalization
Small Business
Development
Center
Other
Resources
-PTAC
-DOC
-MBOC
-NIST
-CMTC
Chambers
of
Commerce
Long Beach City College

Santa Fe
Community
College
Local, State or
Federal
Government
City of Santa Fe
Chamber of Commerce
Hispanic Chamber of
Commerce
Economic and
Workforce
Development
Workforce Investment Board
Industry
Los Alamos National
Labs
Community Based
Organizations
Regional Development
Corporation
Santa Fe Arts Council
Other Education
Institutions
Masters Charter
School on Campus
SFCC Higher Education
Center
Small Business
Development
Center
Santa Fe Community College

Step by Step- let’s build one together
External Partnership
– Who you are going to serve or who is the target
market?
– Map your Resources- Identify the partnerships as
well as the players
• Who is the resource?
• What services do they provide the targeted client?
– Measure the depth/scope of the relationship (Hot,
Warm, Cool, Cold)
• Ask yourself how this impacts what you want to
accomplish in entrepreneurship?

Entrepreneurial
Student
(Academic Track)
Small
Business
Start Up
Existing Small
Business Owner
Incubation
Acceleration
Shared Use Space
Shared Services
Training:
Bus Canvas
Business Planning
Continuing Ed
Workshops
HRM
TA
Coach’g/Consult’g
Mentoring*
Networking
*Red: Services to
be offered
Access to Capital
Debt Financing
Equity Funding
Revolving Loan Fund
Incentives
Tax Credit Programs

Select Target Market :
List services & offerings needed
Small
Business
Start up
Business Plan
Classes
Networking
Events
Coaching/
Mentoring
Professional
Service
Providers
Technical
Assistance
Access To
Capital

Who’s providing service to the
targeted market
Small Business
Start ups
Local
- EDC’s
- Revolving Loan
Funds
- TIFF’s
State/Fed Government
-Depart. of Economic
Development
- SBA
- USDA
Economic and
Workforce
Development
-Local Chamber of
Commerce’s
- Area Economic
Development Agencies
Access to Capital
- Micro Enterprise
- Banks/Credit Unions
- Angel Networks
- VC Funds
Education Institutions
- College/Univ
- Community Colleges
Small Business
Centers
- Development Center
- SCORE
- Woman Center
- Minority Centers
Entrepreneurial
Orgs.
- Incubators
- Accelerators

Technical
Assistance
Community
Based
Organizations
- Networking
- Seminars Other
Educational
Institutions
-seminars
-technical
resources
SBDCs &
SCORE
-Counseling
-Seminars
Financial
Institutions &
Microenterprise
-Loans
-SBA loans
-Angel Funds
Economic &
Workforce
Development
-RLF
-Tech Ass’t
-Location Svc’s
Local, State or
Federal
Government
- Tax Incentives
Industry
- Protyping
- Apprenticeships
- Lean Training
What specific services are
being offered?

Measure the depth/scope
of the relationship
Hot, Warm, Cool, Cold
– Depth: Is it formal outcomes (hot) based partnership
or an awareness type relationship (cold)
– Frequency: How often do you have interactions.
Co-located and share clients (hot) or just a ‘LinkedIn’
connection (cold)
– This can help you focus your relationship building
efforts.

Select Targeted Group:
List Services & Offerings
Target?

Map your Resources- Identify the
partnerships as well as the players
Small
Business
Start ups
Local, State or
Federal
Government
State Government
Economic and
Workforce
Development
Commercial Entities
Federal Government
Financial
Institutions
Non-Profits
Education
Institutions
Small Business
Development
Center
Entrepreneurial Orgs.

Service?
External Organization: What
specific services do they provide
the targeted client

How to Be Your Ecosystem’s
Liaison-Animateur
Norris Krueger
Norris.Krueger@@gmail.com
@entrep_thinking
Tweet us! #NACCE2013

Stakeholder Value Propositions
• You have more stakeholders than you know!
[http://goo.gl/EJWwGE ]
• Start with highest leverage stakeholders
– Helping liaison-animateurs makes YOU….
• Distinctive Competence (not Core Comp)
• Want >>> Need
• Understand their “job”
• Understand their pain
• Understand their gain

Value Proposition Canvas

Customer Jobs
• What functional jobs is your customer trying get
done?
• What social jobs is your customer trying to get done?
• What emotional jobs is your customer trying get
done?
• What basic needs is your customer trying to satisfy?

Customer Pains
• What does your customer find too costly?
• What makes your customer feel bad?
• How are current solutions underperforming for your customer
• What are the main difficulties and challenges your customer
encounters?
• What negative social consequences does your customer
encounter or fear
• What risks does your customer fear?
• What’s keeping your customer awake at night?
• What common mistakes does your customer make?
• What barriers are keeping your customer from adopting
solutions?

Customer Gains
• Which savings would make your customer happy?
• What outcomes does your customer expect and what
would go beyond his/her expectations?
• How do current solutions delight your customer?
• What would make your customer’s job or life easier
• What positive social consequences does your customer
desire?
• What are customers looking for?
• What do customers dream about?
• How does your customer measure success and failure?
• What would increase the likelihood of adopting a solution?

• Identify stakeholders; identify what they
want (then see what you can help with)
• Deliver it.
• Have fun! And…
• Entrepreneur Up!
• Norris.Krueger@gmail.com 208.440.3747
@entrep_thinking (& Facebook, G+, LinkedIn).

Thank you!
Norris Krueger – Entrepreneurship Northwest
Sheena Lindahl – Empact
Gary Muller – Catawba Valley Community College
Tim Putnam – North Iowa Area Community College

Connecting to the entrepreneurial ecosystem beyond campus, NACCE 2013

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