Revealing the Impact of Everyday Entrepreneurs

GoDaddy

We regularly read about the far-reaching impacts of corporate giants. But millions of Americans are also hard at work at their mom-and-pop stores, home offices, or favorite cafes, and the unique economic contributions of these small-but-mighty microbusinesses, nonprofits, and side-hustles are often overlooked. To fill the knowledge gap, web service provider GoDaddy worked with academics to author a new study about these ventures, and Schema created a dynamic website with interactive data visualizations to share their findings (with the Storied Future contributing to the content strategy). Through the Venture Forward website and its visualizations, the public can now discover data on how these everyday entrepreneurs positively impact US cities, correlate their presence with key economic factors, and more. View the site.

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Accessible and Engaging Data Visualizations

For the Venture Forward study, GoDaddy partnered with academics at Arizona State University and the University of Iowa to analyze 20 million “ventures,” which the study defines as small businesses, services, nonprofits, causes, or ideas with discrete domain names and active websites managed by GoDaddy. The design for the Venture Forward website incorporates dynamic interfaces and engaging visualizations to make the study’s dense data and insights accessible to policymakers, researchers, journalists, and the general public.

Seeing the Big Picture and Exploring Specific Data

The website’s design highlights the study’s major findings while providing opportunities to explore the data across socioeconomic factors, geographies, number of ventures, and economic outcomes through maps and interactive interfaces. Policymakers may be interested in certain subjects or city regions, so the design elevates the study’s overarching takeaways while making data discoverable at a detailed level.


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