Since 2015, Tuck Executive Education, in collaboration with Google, offers the Digital Excellence Program for Minority Entrepreneurs, which helps business owners better understand and execute on the full potential of these technologies. This program—tailored for the unique needs of minority and underrepresented entrepreneurs, based on in-depth research in their communities—features sessions on topics ranging from constructing a digital strategy, to marketing your business online, to managing digital communities. It includes multiple intensive sessions on analytics.

Participants have multiple opportunities to access experts from Google and Tuck for one-on-one consultations to help them gain hands-on experience as they learn about topics like website design, Search Engine Optimization (SEO), and understanding what makes a digital business model successful.

We are fortunate to extend an invitation to our Sundial fellows to participate in the program, as an extension of our Community Commerce Executive Education fellowship with Dartmouth College. Through this fellowship, participants are fully funded by Sundial Brands to attend Dartmouth’s Minority Business Executive program and taught to develop sustainable business models that are purpose-driven and community oriented in their focus, no matter what their field or focus.

“Extending the curriculum to include digital tools and training is critical for today’s small business owners,” says Sundial founder and CEO Richelieu Dennis. “SheaMoisture continues to expand its digital capabilities to better connect with its consumers and allow them to connect with one another. Investing in digital tools and excellence throughout our business has helped us compete in market and transform how we engage with our consumers–from customer service, to creating custom product tutorials for individual consumer needs.”

From the 2017 Sundial class of fellows, three participants were able to attend the Digital Excellence Program: Gia Lowe, co-founder of Curly Girl Collective, Larvetta Loftin, brand expert and founder of L3 Agency, and Renita Bryant, author and entrepreneur.

All three business owners entered the program already understanding the importance of digital marketing, having relied on social media and digital tools to help start their business and promote their services. Upon leaving, the women felt further versed in tactics for effectively determining how customers find businesses online and how to deliver great content as part of an overall digital strategy. The greatest takeaway shared amongst participants was that it left them wanting more, and desiring to further explore how tools like YouTube and other video and community platforms could be integrated into their current business strategy.

We’ll be on the lookout for their expanded presence online!