May 16, 2009, 12:30 PM - 1:45 PM

Opening Lunch – From Old Media to New

Welcome and panel discussion

Presentation by:

• Geneva Overholser, Director, School of Journalism, USC Annenberg School for Communication & Journalism

Day 1: From Old Media to New

May 16, 2009, 2:00 PM - 3:15 PM

Introduction of Camp Participants and Their Areas of Interest

Presentation by:

• Vikki Porter, director, Knight Digital Media Center, USC Annenberg School for Communication & Journalism

Day 1: Introduction of Camp Participants and Their Areas of Interest

May 16, 2009, 3:30 PM - 4:45 PM

Introduction of Outcomes and Expectations for the Week

Presentation by:

• Tom O'Malia, Orfalea Director's Chair in Entrepreneurship and Professor of Clinical Entrepreneurship, USC Marshall School of Business
• Robert Niles, Online Journalism Review and Digital Pioneer

Entrepreneurial Thinking
Entrepreneurship: Boot Camp Concept Development
Entrepreneurship: Boot Camp Concept Overview
Entrepreneurship: Boot Camp Opportunity Recognition
So you Want to be an Entrepreneur
Day 1: Introduction of Outcomes and Expectations for the Week

May 16, 2009, 5:00 PM - 6:00 PM

Keynote Address – Understanding the Digital Consumer

Presentation by:

• Jeffrey Cole, director, USC Annenberg Center for the Digital Future

The Ever Changing New Media User: The Impact of the Internet
Day 1: Understanding the Digital Consumer

May 16, 2009, 6:00 PM - 8:30 PM

Welcome Reception and Dinner

May 17, 2009, 8:45 AM - 10:15 AM

Finding the Need

How will your site be uniquely valuable to readers and financial supporters?

Presentation by:

• Mary Lou Fulton, California Endowment Foundation

Learning to be a Humble Egomaniac
Day 2: Finding the Heard

May 17, 2009, 10:30 AM - 12:00 PM

Introduction to Metrics and Audience Analysis

Presentation by:

• Mary Lou Fulton, California Endowment Foundation

Day 2: Introduction to Metrics and Audience Analysis

May 17, 2009, 12:15 PM - 1:45 PM

Working Lunch

Case Study

Presentation by:

• Shoba Purushothaman, Chairman and Co-Founder, The NewsMarket

Day 2: Working Lunch

May 17, 2009, 2:00 PM - 5:00 PM

Entrepreneur Workshop

Craft and deliver an elevator pitch about your interest.  Define the impact you want to have and how you will measure that impact.  Complete an initial readership survey for your Web site, using existing site metrics where available. (Afternoon breaks, as needed)

May 17, 2009, 5:15 PM - 7:00 PM

Working Dinner – Site Engine Optimization for News Publishers

Presentation by:

• Danny Sullivan, Editor-in-Chief, Search Engine Land, Calafia Consulting

Day 2: Site Engine Optimization for News Publishers

May 18, 2009, 8:44 AM - 10:14 AM

Cultivating the Content Community

What are the key messages to your audience?  What are the rules for your content within your concept?

Presentation by:

• Susan Mernit, Founder, OaklandLocal.com; Social Media Consultant

Social Media Ecosystem: Putting it to Work as a Marketing/Community Tool
Day 3: Promote Your Concept
Day 3: Cultivating the Content Community

May 18, 2009, 12:15 PM - 1:45 PM

Working Lunch

Panel discussion

Presentation by:

• Susan Mernit, Founder, OaklandLocal.com; Social Media Consultant
• Jess Barron, Vice President, Content and Community, Yoostar.com
• Sean Bonner, Co-founder, Bode Media, Inc.; Creator, Metblogs

May 18, 2009, 2:00 PM - 5:00 PM

Entrepreneur Workshop

Create a policy for soliciting and managing user-generated content.  Draft a list of 10 places/events/media to use to promote your project, including five at launch and five others for ongoing operations. (Afternoon breaks, as needed)

May 18, 2009, 5:15 PM - 7:00 PM

Working Dinner – Digital Entrepreneurship

Presentation by:

• Dan Gillmor, Director, Knight Center for Digital Media Entrepreneurship and the Kauffman Professor of Digital Media Entrepreneurship, Walter Cronkite School of Journalism and Mass Communication, Arizona State University

May 19, 2009, 8:45 AM - 10:15 AM

Revenue Models

For profit:  Ads, subscriptions, commissions.  For non-profit:  Grants, angels, donations.  Or both?

Presentation by:

• Ken Doctor, Media Consultant and Digital Pioneer

May 19, 2009, 12:15 PM - 1:45 PM

Working Lunch

Case study

Presentation by:

• Staci Kramer, Co-editor, Executive Vice President, ContentNext Media (paidContent.org, mocoNews.net, ContentSutra, paidcontent:UK)

May 19, 2009, 2:00 PM - 5:00 PM

Entrepreneur Workshop

Price advertising or sponsorship packages for your publication.  Create written and oral presentations about your project for potential advertisers and/or funders. (Afternoon breaks, as needed)

May 20, 2009, 8:45 AM - 10:15 AM

Overview of Business Structures

Resources for investigating employment and tax laws

Presentation by:

• Vin Crosbie, Managing Partner, Digital Deliverance LLC

Resources for investigating employment and tax laws

May 20, 2009, 10:30 AM - 12:15 PM

Being Realistic About Budgets

Start with what you need, not what you can get

Presentation by:

• Tom O'Malia, Orfalea Director's Chair in Entrepreneurship and Professor of Clinical Entrepreneurship, USC Marshall School of Business
• Vin Crosbie, Managing Partner, Digital Deliverance LLC

Being Realistic About Budgets

May 20, 2009, 12:30 PM - 2:00 PM

Working Lunch – Legal Issues Facing Publishers

Presentation by:

• Michael S Overing, Principal, Michael S. Overing LLC; Adjunct Professor, USC Annenberg School for Communication; Columnist, Online Journalism Review

Digital Media Law: Legal Issues and Online Publications

May 20, 2009, 2:15 PM - 5:15 PM

Entrepreneur Workshop

Select your project’s business structure.  Prepare an initial expense budget for the site, including technology, staffing and employment taxes. (Afternoon breaks, as needed)

May 21, 2009, 9:00 AM - 12:00 PM

Presentation Pitches

Participants pitch concepts to venture capitalists and industry experts.  Five-minute pitches, with questions from panel.
Morning breaks, as needed.
* Lloyd Greif, Investment Banker
* Fred Haney, Venture Capitalist
* Bob Aholt, Pasadena Angel
* Dave Mellman, Commercial Banker

May 21, 2009, 12:15 PM - 1:15 PM

Farewell Lunch: What Happens Now?

Presentation by:

• Vikki Porter, director, Knight Digital Media Center, USC Annenberg School for Communication & Journalism