With a new mandate from the Mayor’s Office of Media and Entertainment to boost New York’s cultural capital, the NYC Department of Small Business Services sought to develop a program to help small businesses of media and entertainment grow, innovate, and thrive in a rapidly changing marketplace.
3x3 led research to identify high growth industries, and spoke with over 200 industry small businesses through focus groups, contextual inquiry interviews, and surveys to understand overarching needs and challenge of operating a small creative business in NYC, understand barriers to growth, and identify programmatic opportunities. A series of co-design workshops with project stakeholders, small businesses, and industry leaders were held to design a program tailored to marketing, media tech, and live events subsectors. The resulting three-month accelerator pilot program trained twenty-five (25) businesses in brand positioning, growth and change, and marketing and sales, supported by ongoing mentorship and structured peer learning to encourage cross-pollination. The pilot was designed for testing for successful elements to inform a full-scale roll out and a long-term scaling strategy.