Scripps College of Communication Associate Dean of Innovation Dr. Michelle Ferrier uses suitcase exercise for homeless.

1. +
What is the
problem my
company is
solving?
What is
the
business
model?
What is the
market
size?
Innovation in Practice:
Media Entrepreneurship and HCD*
@mediaghosts *Human-Centered Design
Dr. Michelle Ferrier, Scripps College of Communication, Ohio University

2.  Associate Dean for Innovation,
Research/Creative Activity and
Graduate Studies at the Scripps College
of Communication, Ohio University.
 Ph.D. in Texts and Technology from the
University of Central Florida.
 Worked as a lead researcher with the
Banner Center for Digital Media in Florida
and developed a core digital media
curriculum.
 “Mother of Google Maps”: Digitized
Landsat data for current GIS systems.
Digital
Content
Architect

3. +
This isn’t about startups.
(but a way of thinking…and startups too.)
“We need to use these new
leadership practices in our core
business, because we face so much
uncertainty and need to continue to
reinvent ourselves.”
-- Scott Cook, Co-founder, Intuit.

4. +
Emerging Digital Media Sectors
 Experiential & Immersive Entertainment
 Modeling & Simulation (virtual worlds,
augmented/mixed reality)
 Game Development & Publishing
 Motion Picture Creation (webisodes, animation,
visual effects, audio/sound design)
 Pre-Vis/Visualization (data, mapping, architectural,
bio-medical
Dr. Michelle Ferrier, Ohio University, @mediaghosts

5. +
Emerging Digital Media Sectors
 Mobile Media
 eLearning
 Interactive Marketing & Advertising (social media,
online ads, in-game ad placement
 Content Aggregation & Distribution (niche portals)
 Internet A/V Content Distribution (streaming media)
 Web Content & Application Development
Dr. Michelle Ferrier, Ohio University, @mediaghosts

6. +
Student Skills and Knowledge
1. Construct and deliver a pitch.
2. Conduct market research.
3. Conduct audience analysis.
4. Understand the entrepreneurial landscape/startup
culture.
5. Conduct a competitive analysis.
6. Create a minimum viable product.
7. Read, understand and create financial statements.
Ferrier, Michelle Barrett. “Media Entrepreneurship: Curriculum Development and Faculty
Perceptions of What Students Should Know,” Journalism & Mass Communication Educator, Sept.
2013, Vol 68, Issue 3, p. 222.

7. +
Innovating for People: Luma Institute
Human-Centered Design:
The discipline of developing
solutions in the service of people.
Every story of a good innovation--
whether it's a new product, a new
service, a new business model or
a new form of governance--
begins and ends with people. It
starts with careful discernment of
human needs, and concludes
with solutions that meet or
exceed personal expectations.
http://www.luma-institute.com/

8. +
Design Thinking @ Stanford

9. +
The Design Process

10. +

11. +
Scripps International Innovators
Cup
 https://www.ohio.edu/scrippscollege/innovationchallenge/2015-
16-challenges.cfm
 Exploiting Popular Podcasts
 Tracking Money in State & Local Elections
 Engaging First-Time Voters
 Create a News Outlet to Serve a “Media Desert”
 Incentivize Your Audience to Help Tell Stories

12. Business Model Generation: Alexander Osterwalder and Yves Pigneur

13. +
Resources:
The Lean Startup by Eric Ries

14. +
Resources
The Business Model Generation
book by Alexander Osterwalder and
Yves Pigneur. This book introduces
students to the 9-square business
model canvas and gives them a
framework for presenting their ideas.
The Value Proposition Design book
goes deeper into thinking about the
problem statement and the value
proposition that underlie successful
ideas.

15. +
Contact Me
@mediaghosts
FB: DrMichelleFerrier
LinkedIn: Michelle Ferrier
ferrierm@ohio.edu
https://www.ohio.edu/scrippscollege/innovato
rscup/