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Cox Communications Small Business Growth Academy

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Strome College of Business

Would you like to learn how to market your business, increase revenue, and enhance your management skills? Learn how in this eight-week program designed for women, LGBTQA, disabled, minority and veteran-owned businesses!

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Each participant will:

  1. Develop skills critical for growth

  2. Be introduced to additional resources that can create new opportunities

  3. Interact with Cox and Strome Business Subject Matter Experts

  4. Receive a certificate and three continuing education units

Register Now!

Program Plan

Tuesdays: 5:30 p.m. - 9:30 p.m.


Introduction: Keys to Grow Effectively

August 9
Instructors: Jennifer V

Introduction and welcome from Dean Jeff Tanner and our program sponsors, Cox Communications.

Keys to Grow Effectively focuses on employment of the 5 fundamental keys for business development:

  1. RAISING RATES, discussing how to build the business by increasing volumes, optimizing prices, expanding geographic and ancillary markets
  2. CUTTING COSTS by negotiating with suppliers, reducing inputs, managing staff, increasing overall efficiency
  3. PROMOTING the business with emphasis on building market share through guerilla marketing, customer service, automated customer contacts, social media, etc.
  4. EXECUTION, emphasizing the importance to"get er done," leading staff, holding staff accountable and the tools to simplify and improve execution.
  5. INNOVATION, discussing the necessity for the business i) to keep abreast of industry developments; ii) to identify and implement enhanced processes, new techniques/products, best practices, and iii) to transform the business to capitalize on innovations.

Introduction: Keys to Grow Effectively

August 16
Instructor: Jennifer V

Keys to Grow Effectively focuses on employment of the 5 fundamental keys for business development:

  1. RAISING RATES, discussing how to build the business by increasing volumes, optimizing prices, expanding geographic and ancillary markets
  2. CUTTING COSTS by negotiating with suppliers, reducing inputs, managing staff, increasing overall efficiency
  3. PROMOTING the business with emphasis on building market share through guerilla marketing, customer service, automated customer contacts, social media, etc.
  4. EXECUTION, emphasizing the importance to"get er done," leading staff, holding staff accountable and the tools to simplify and improve execution.
  5. INNOVATION, discussing the necessity for the business i) to keep abreast of industry developments; ii) to identify and implement enhanced processes, new techniques/products, best practices, and iii) to transform the business to capitalize on innovations.

Fundamentals of Business Strategy

August 16
Instructor: Jennifer V

Fundamentals of Business Strategy examines the strategies of cost leadership and differentiation, assessing the tactics and merits of each and the potential for optimizing business development in competitive environments.

Introduction: Marketing

August 30
Instructor: Dr. Yuping Liu-Thompkins

This module will provide a dialogue on the marketing challenges that small businesses face. It will offer exercises to help identify target audience and market positioning for the business.


Creating the Marketing Plan

August 30
Instructor: Dr. Yuping Liu-Thompkins

The marketing plan module will discuss the development of a comprehensive marketing plan for the business. It will integrate the topics discussed so far to help formulate an overall marketing strategy for the business.

Digital Marketing

September 6
Instructor: Dr. Yuping Liu-Thompkins

Social media offers a cost-effective way for small businesses to reach out to new customers and engage with existing customers. This module will teach the power and intricacies of marketing through social media channels, demonstrate ways to effectively use social media tools to engage consumers, and achieve concrete business goals.


Building Customer Loyalty

September 6
Instructor: Dr. Yuping Liu-Thompkins

There is no one customer experience model that fits all businesses. As a small business, it is important to consciously design the customer experience to fit the business' market and goals. This module will teach principles from behavioral design, brand identity, and customer loyalty to help a small business examine and improve its customer experience design.


Negotiations

August 23
Instructor: Andrew Bennett

In the Negotiations module you will learn about your individual negotiation style, understand the role of emotions in negotiation, and gain hands-on experience building your negotiation skills.


Emotional Intelligence Introduction

September 13
Instructor: Dr. Ryan Klinger

Emotional intelligence is the capacity to recognize, understand, and manage emotional information. In this workshop session, we learn about the importance of being an emotionally intelligent leader, how this skill impacts work outcomes, and how individuals can invest in developing and leveraging their emotional intelligence.


Getting the Most from Employees

September 13
Instructor: Dr. Ryan Klinger

Why do great employees fail to reach their full potential? Why do great leaders -with great ideas -fail to inspire action from others? In this session, we examine the building blocks of human motivation to uncover reasons why efforts to motivate our workforce founder. We discuss guiding principles and specific actionable steps for creating a more motivated workforce.

Introduction to Accounting & its Role

September 20
Instructor: Dr. Royce Burnett

Many often say accounting is the language of business. In this course you will learn what that means. The focus will be to introduce you to the role of accounting. Attendees will learn the importance of accounting in business decision making.


Sources of Capital & Their Pros/Cons

September 7
Instructor: Dr. Royce Burnett

Now that you have a business idea the next step is to make it happen. To do so, you need money. This course is designed to introduce you to sources of capital and the pro and cons of using those capital streams. When completed, the course will arm you with the how to decide on what capital approach suits you.


Financial Statement Analyses

September 7
Instructor: Dr. Royce Burnett

How did I do and what do I need to do? These questions often accompany decision making, Through financial statement analysis, you will be able t address these questions in order to plan for now as well as the future.

Managing Cash & The Time Value of Money

September 27
Instructor: Dr. Royce Burnett

Cash is King!!! Indeed, while sales may be good the real tool for a business is cash flows. Attendees will be exposed to how to plan for inflows and outflows in the present and future. Several tools will be introduced that will allow you to project current and future cash needs.


Taxes

September 14
Instructor: Dr. Royce Burnett

Business is about managing taxes. Attendees will be introduced to tax structures and exposed to how decision making has to include projecting, managing, and paying tax liabilities.


Succession Planning

September 14
Instructor: Dr. Royce Burnett

Business has gone well and now this the time to think about what your business will look lke without you. Attendees will be exposed to what it means to plan for succession and some of the pitfalls that await those who do not plan for eventual changes at the top.

Putting it All Together: Business Plan Review

October 4
Instructor: Jennifer V

Putting It All Together: Business Plan Review will be an interactive discussion of the participants' businesses, allowing everyone to summarize how they might implement the Academy's lessons followed by review and suggestions from class members.

Graduation Celebration & Ceremony

October 11
Instructors: Cox Executive and Commencement Speaker TBD


Instructors

Andrew A. Bennett is an Assistant Professor of Management at Old Dominion University with a research focus on negotiations and employee well-being. He has taught courses in negotiation, communication, and management skills for eight years, has been several multiple grants to create negotiation training materials, and has led negotiations training for multiple Global 2000 companies. His work has been profiled in outlets like the Harvard Business Review, the BBC, and the Virginian-Pilot.

Dr. Royce D. Burnett is Associate Professorin the School of Accountancy in the Strome College of Business. He serves as the chairperson of the School where he holds the Accounting Alumni Professorship.Dr. Burnett received a B.B.A. in Accounting (1981) and M.B.A. with an emphasis in Accounting (1987) from Sam Houston State University, Huntsville, Texas, and a Ph.D. in Business Administration -Accounting (2003) from Oklahoma State University, Stillwater, Oklahoma. He was an Assistant Professor (2003-2009) at the University of Miami and an Assistant Professor (2009-2011) at Southern Illinois University -Carbondale before he was awarded tenure and promoted to the rank of Associate Professor in 2011at the same institution.Dr Burnett is a certified public accountant (CPA), a certified management accountant (CMA), and a chartered global management accountant (CGMA).

With overthree decades experience in business development and mergers, Norman Hoffmann brings a wealth of real-world experience to the classroom.Afounding manager and Chief Financial Officer of Trader Publishing Company, he was integrally involved with its development as it grew from less than $100,000 into a $1.3 billion revenue enterprise. Hoffmann was 1) the executive founder of AutoTrader.com, Traderonline.com, and ForRent.com; 2) architect of the national network of localized Auto Mart and Employment Guide magazines, two free distribution magazine publishing groups; 3) founder of Vehicle Web Services, an Internet site hosting company; 4) acquirer of over 70 companies; and 5) creator of several business concepts which flourished or crashed and burned. Since 2008, he has taught courses on Business Policy & Strategy, Entrepreneurship, and Mergers & Acquisitions at Old Dominion University,William &Maryand the University of Utah. He received his AB in English from Duke University and his MBA from the University of North Carolina in Chapel Hill. Hoffmann is author of Mergers & Acquisitions Strategy for Consolidations: Roll Up, Roll Out and Innovate for Superior Growth and Returns, McGraw-Hill, 2012.

Dr. Ryan Klinger is an Associate Professor of Management and Director of the Annual Hampton Roads Workforce Survey and Colloquium. He received his Ph.D. in Organizational Behavior and Human Resource Management from the University of Florida and has spent the last nine years at Old Dominion University's Strome College of Business. Dr. Klinger's academic areas of expertise focus on designing workplace systems around employee personality, leadership styles, and team dynamics. His consulting workshops center on training and developing employee emotional intelligence, leadership, motivation, and team-building skills.

Dr. Yuping Liu-Thompkins is Professor of Marketing and Director of Loyalty Science Lab in the Strome College of Business at Old Dominion University. Sheis an expert on building customer loyalty and habit through effective marketing programs, especially in the digital space.Yuping has published in a number of top marketing academic journals such asJournal of Marketing,Journal of Advertising, andJournal of Interactive Marketing. She has also made media appearances in New York Times, Washington Post, NPR Marketplace and With Good Reason programs, and various online news outlets and podcasts. Connect with Yuping on LinkedIn.