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What You Should Know about Market America

MLM takes down hundreds of deceptive income claims following TINA.org investigation.

Nov 02, 2020

market america business plan

Market America, a North Carolina-based Multilevel Marketing – a way of distributing products or services in which the distributors earn income from their own retail sales and from retail sales made by their direct and indirect recruits. that describes itself as a “product brokerage and internet marketing company,” and its larger-than-life founder James “JR” Ridinger like to stand out in the direct selling industry. For the company’s part, that means littering the internet with an unprecedented number of deceptive income claims related to the MLM’s business opportunity. As for Ridinger, his over-the-top performances at company events are must-see TV, even as (or perhaps because) they also often feature misleading earnings representations.

A TINA.org investigation found that in the first nine months of 2020, Market America published more than 450 deceptive income claims across its website, blog and social media pages. Among the marketing materials TINA.org collected that were published this year was a September tweet by Ridinger that shows him speaking at a Market America event saying the company’s business opportunity gives distributors “economic freedom.”

It wasn’t until TINA.org warned Market America last month that it would notify regulators if the company didn’t take immediate steps to remove the deceptive income claims, which included another 300 claims compiled by TINA.org that were published before 2020, that the company sprang into action. Within a couple weeks, Market America took down nearly all of the claims identified by TINA.org.

SEE: Market America Database

TINA.org’s investigation into Market America went beyond the deceptive marketing of the company’s business opportunity, but that’s a good place to start. Here’s what you should know about Market America.

Deceptive income claims come down

According to the FTC , income claims must reflect the “actual experiences of typical participants.” To put it plainly, there was nothing typical about Market America’s income claims. At the center of the company’s deceptive marketing campaign were hundreds of “Power Profiles” of top-earning distributors. These included Ben Ginder , who, according to his write-up on the Market America website, has done quite well for himself as a distributor with the company:

Just looking at Ginder’s sprawling estate overlooking the Susquehanna River in Wrightsville, Pennsylvania and his enviable fleet of Lamborghini, Ferrari, Bentley, Rolls Royce, Aston Martin, and Mercedes automobiles convinces you of the wisdom of his choice. When he drives up to a major company event in his latest exotic car, he not only wants to elicit wonder, but also curiosity and a little motivation – “How can I get wheels like that?”

However, the reality is the majority of Market America distributors (or what the company calls “UnFranchise Owners” or UFOs) will never come close to earning life-changing income.

In response to TINA.org’s Oct. 8 warning letter , Market America removed Ginder’s page, along with a link on the company’s website to a section with nearly 100 Power Profiles. In addition, Market America, among other things, deleted a playlist of almost 300 Power Profile interviews on its YouTube channel (including the one seen below) and took down more than 200 social media posts with the #financialfreedom hashtag. Finally, all 14 posts cited by TINA.org on Ridinger’s Instagram account were also removed.

After Market America informed TINA.org that it had addressed the deceptive marketing issue, TINA.org amassed and provided the MLM a second, smaller sampling of misleading earnings claims made by the company and distributors who were following Market America’s lead with regard to misleading earnings claims. As of Oct. 28, the majority of those claims had been deleted.

TINA.org will continue to monitor Market America’s progress.

The giant hamster wheel

JR Ridinger needs a glass of water. He has worked himself into a coughing fit on stage. But the show must go on. He clears his throat, turns his body 180 degrees and resumes jogging. The giant hamster wheel lurches forward.

The hamster wheel stunt is a crowd-pleaser at Market America conventions, even as the bit sometimes involves Ridinger mocking distributors who struggle to find success in the MLM.

“We try to tell you, ‘Hey, wake up.’ You know, we actually have to start laughing at you,” Ridinger says in the clip above. “We have to laugh at you. ‘There goes the hamster but he ain’t got a tail to catch.’”

For Ridinger, a former Amway distributor who started Market America with his wife, Loren, in 1992, the hamster wheel is just the beginning. At company events, it’s also not unusual to see the company’s CEO yell at the tombstone of “Joe Nobody,” who worked himself to death instead of achieving financial freedom, or take a sledgehammer to a buzzing alarm clock meant to signify the “time freedom” distributors can obtain with Market America. Even late-night comedians like John Oliver have taken notice of Ridinger’s on-stage antics.

Work less, earn more and retire earlier than you would if you stayed in your current job – whether you’re an elementary school teacher, pharmacist or financial executive – is a popular refrain at Market America. But the truth is the company’s business opportunity is not a viable alternative to a typical nine-to-five job.

What’s Market America selling, anyway?

market america business plan

If you ask Ridinger, he might say the company sells residual income. It would be an easier answer than to list the range of products the company carries on a website, Shop.com, through which distributors are said to earn “shopping annuities” every time they or someone in their downline buys something on the site. Departments include auto, beauty, clothes, electronics, food and drink, health and nutrition, jewelry and pet supplies, just to name a few.

By “converting spending into earning,” Market America says, distributors create their own economy. With the e-commerce site, the company claims to be leading a “digital shopping revolution.” However, the tools that the site uses – real-time price comparisons and coupon codes – are not new.

Moreover, Market America concedes :

The cost is the same as it would be shopping directly from the store’s site, but Shop.com is able to pay Cashback, whereas individual sites do not.

This is not exactly true. Take this Nike sandal , which both Market America and Kohl’s, one of its “partner stores,” sells for $50. According to the product listing on the Kohl’s website, the sandal is eligible for both Kohl’s Cash and Kohl’s Rewards .

Also, according to the company’s list of partner stores , Kohl’s is among a number of stores for which Market America doesn’t actually offer cashback incentives.

In addition, the start-ups costs are not clear. While a Market America Google ad says there are no franchise fees, one distributor said (in a Power Profile that has since been taken down) she had to dip into one of her children’s bank accounts (plural) to get her Market America business up and running.

Exploiting a pandemic

On July 8, Market America’s long-time executive vice president, Dennis Franks, hosted a video call that he billed as “an exciting and different type of Zoom presentation that I think every UnFranchise Owner should listen carefully to.” The featured speaker was Market America’s general counsel at the time, Clement Erhardt. Erhardt said the purpose of the call, which was live-streamed on Facebook, was to address “the heightened scrutiny that the Federal Trade Commission has put upon direct selling companies in part because of the COVID-19 crisis.” A month earlier, the FTC had sent a second round of warning letters to MLMs regarding health and earnings claims related to the coronavirus, bringing the total to 16 MLMs targeted by the agency. Erhardt, who has since left Market America, said:

Under no circumstances can we tie any income representation into the COVID crisis. What the FTC is looking at is they don’t want us to promote the UnFranchise business as a replacement for people who have lost their jobs, as a Plan B for people that have had problems because of the economic fallout from this pandemic. They don’t want any tie-in.

But by July, Ridinger had already provided distributors a roadmap to deceptively market the business opportunity in the context of the coronavirus. His choice of words would prove prophetic.

“There’s never been a better time to explore Plan B with the UnFranchise, because residual income gives you the ability to outlast any economic storm! Residual income is remedy for economic illness!” Ridinger wrote on Twitter on March 30. The tweet (seen below) featured an image of a face mask-clad Benjamin Franklin on the $100 bill. Just in case anyone missed it, he reposted the tweet on April 5, using the same term – Plan B – that Erhardt, the company’s general counsel, would explicitly caution distributors against using when promoting the business opportunity a few months later.

market america business plan

In the July 8 Zoom call Erhardt also gave TINA.org a shoutout as another consumer watchdog “out there” policing the direct selling industry that distributors should be aware of.

“If they see what they think is a violation they will go to the Federal Trade Commission and they will report the violation and many times the Federal Trade Commission will follow up,” Erhardt said.

Celeb endorsements

market america business plan

Market America has enlisted a number of A-list celebrities to help pitch its business opportunity to recruits. At the MLM’s virtual International Conference in September, distributors heard from Grammy Award-winning singer Alicia Keys, “Desperate Housewives” star Eva Longoria and actress and singer Jennifer Lopez, among others . Here’s some of what they (and others) had to say:

Alicia Keys:

Even though it has been quite a surprising year for all of us, one that we could never have expected, I think in so many ways it’s given us a view into our character, into our grit, into our potential, into our possibility for really crafting and creating a world that we want to live in. And as entrepreneurs who are right there at the head of the pack, really able to decide what kind of business that you’re creating, what kind of people are you surrounding yourself with and how can you continue to be a visionary.

Eva Longoria, talking about JR and Loren:

I’ve learned so much just being in orbit around the brilliant stars that they are and I know that you are benefitting from this as well and so I hope you absorb their light as I do every time I’m around them. They just evoke so much wisdom every time they speak.

Jennifer Lopez (aka J. Lo):

Even though it’s tough, the strength inside you is even stronger. Now is your time to shine, now more than ever, to be all the things that you ever wanted to be. Being an entrepreneur is living your life in a way just for a few years that most people don’t so you can live the rest of your life the way most people can’t.

“Shark Tank” star Daymond John:

Market America makes people successful and entrepreneurship is more important now than ever before.

DJ Khaled, producer of the hip-hop/rap anthem “All I Do Is Win”:

We still hustling and we still winning. All the entrepreneurs look at us, we not stopping.

Also in virtual attendance at the Market America conference was Chicago Bulls legend Scottie Pippen (seen above), who has been a paid endorser of the company’s joint pain supplement, Isotonix, since 2010 .

A run-in with the FDA

While Market America has so far escaped scrutiny from the FTC this year, it has not had the same luck with the FDA. In February, the agency sent Market America a warning letter over, among other things, its failure to report complaints it had received from customers who experienced serious side effects as a result of taking the company’s supplements. One of the complaints that went unreported to the FDA detailed the need to be hospitalized for abdominal pain, dizziness, shaking and chills, one week into a 21-day weight-loss challenge that included a supplement regimen. The FDA warning letter was addressed not to Ridinger but to the company’s president and chief operating officer, Marc Ashley, Loren Ridinger’s brother.

When the SEC came knocking

Market America wasn’t always a private company. From 1994 to 2001, Market America traded publicly as an over-the-counter stock .

However, the events leading up to the company going public were the focus of a SEC civil enforcement action that alleged violations of federal securities laws in 1999. At the center of the SEC’s probe was a backdoor deal between Ridinger and a former stockbroker, Gilbert Zwetsch, under which the parties agreed to split profits from sales handled exclusively by Zwetsch.

According to the SEC, the agreement wasn’t disclosed to prospective investors, which included Market America distributors who attended company-sponsored events where both Ridinger and Zwetsch talked up the stock ahead of its launch. Nor was the agreement between Ridinger and Zwetsch appropriately reflected in Market America’s SEC filings, the SEC alleged.

Market America’s stock began trading on Aug. 3, 1994. Between August 1994 and December 1995, Zwetsch sold some 1.8 million shares of Market America stock, sharing the proceeds with Ridinger as stipulated under their agreement, according to the SEC.

To settle the SEC’s charges, Ridinger and Zwetsch, among other things, agreed to collectively pay back more than $1.2 million in ill-gotten gains and $350,000 in penalties. Under the settlement, Ridinger and Zwetsch are prohibited from violating federal securities laws. Neither admitted wrongdoing.

Dreams dashed

Despite the fact that most people who get involved in multilevel marketing make little to no money , Market America claimed all types of incomes are attainable as a distributor with the company: replacement income, residual income, full-time income, even hurricane-proof income. Market America is also a big fan of ongoing income, which implies that distributors can expect to earn a steady income.

But when asked in a 2012 bankruptcy filing to describe any expected increase or decrease in income within the year, a Market America distributor who had been with the company for two years couldn’t give a clear answer.

“Market America Change: income fluctuates all the time,” the distributor wrote in what can be described as a best-case scenario for the majority of Market America distributors, many of whom likely end up losing money in the venture. Not to mention, whatever income the distributor earned was not enough to avoid bankruptcy.

TINA.org reviewed a small sampling of personal bankruptcy filings by Market America distributors. These filings show distributors thousands of dollars in debt, some of which is attributed to credit cards affiliated with Market America. In a September 2018 blog, Market America encourages distributors to sign up and get others to sign up for one of its two Shop.com credit cards. “What better way to build your shopping annuity?” the blog says. Meanwhile, the company claims that the shopping annuity “provides an economic solution for individuals who desire financial freedom.” To sum up: Market America is imploring distributors to charge purchases to a credit card to get out of debt.

As difficult as it may be for current Market America distributors to give a clear answer regarding how much they expect to earn (or lose) in the coming year, prospective Market America distributors may have an even harder time (see next section).

Show me the money

Market America does not show its distributors the money, which is to say, it does not publish an annual income disclosure statement that might shed some light on the typical earnings – notice we didn’t say average earnings – of distributors.

This information would be useful for prospective distributors weighing a decision to join Market America. (Of note, until TINA.org warned Market America, Googling “Market America income disclosure statement” only brought up more deceptive income claims by the company.)

The bottom line? As a 28-year veteran of the MLM industry with seasoned lawyers on staff, Market America should not have to be reminded of the rules. And the rules state that using atypical earnings claims to recruit distributors is not only deceptive, it’s against FTC law.

TINA.org reached out to Market America for comment on this story. Check back for updates.

Read more about TINA.org’s warning letter to Market America here .

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Free business plan template (with examples)

Alan Bradley

Sierra Campbell

Sierra Campbell

“Verified by an expert” means that this article has been thoroughly reviewed and evaluated for accuracy.

Updated 3:37 a.m. UTC Feb. 12, 2024

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Featured Image

AzmanL, Getty Images

Starting a business can be a daunting undertaking. As with so many large projects, one of the most difficult challenges is just getting started, and one of the best ways to start is by putting together a plan. A plan is also a powerful tool for communication and can serve as a cornerstone for onboarding new partners and employees or for demonstrating your philosophy and priorities to potential collaborators. 

A solid business plan will not only provide a framework for your business going forward but will also give you an early opportunity to organize and refine your thoughts and define your mission statement, providing a guidepost that can serve as a beacon for your business for years to come. We’ve provided a business plan template below to help guide you in the creation of your new enterprise.

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Business plan template

What should a business plan include?

Regardless of the type of business you own or the products and services you provide, every business plan should include some core elements:

  • Mission statement. The definition and executive summary of your business.
  • Market analysis. A breakdown of the market segment and customers you hope to reach, built through primary (gathered by you) and secondary (gathered from outside sources) research.
  • Organization and logistics. The nuts and bolts of how your business is operated
  • Products or services. What your company provides its customers.
  • Advertising and marketing. How you intend to get your products in front of your customers.
  • Forecasting. Revenue forecasting for partners or potential investors.

Why do you need a business plan?

A business plan is a framework for success. It provides a number of key benefits:

  • Structure. The outline around which to design your business.
  • Operational guidance. A signpost for how to run your business from day to day.
  • Expansion. A vision for the future growth of your enterprise.
  • Definition. A platform to consider every element of your business and how best to execute your plans for them.
  • Collaboration. A synopsis of what’s exceptional about your business and a way to attract funding, investment or partnerships.
  • Onboarding. An efficient summary of your business for new or potential employees.

Business plan examples

We’ve created two fictional companies to illustrate how a business might use a business plan to sketch out goals and opportunities as well as forecast revenue.

Bling, Incorporated

Our first hypothetical example is a jewelry and accessory creator called Bling, Incorporated. A hybrid business that manufactures its products for sale both online and through physical retail channels, Bling’s mission statement is focused on transforming simple, inexpensive ingredients into wearable statement pieces of art. 

Market analysis includes gathering data around sourcing sustainable, inexpensive components, aesthetic trends in fashion and on which platforms competitors have had success in advertising jewelry to prospective customers. Logistics include shipping products, negotiating with retailers, establishing an e-commerce presence and material and manufacturing costs. 

Bling, Incorporated advertises initially through social platforms like TikTok and Facebook, as well as with Google AdSense, with plans to eventually expand to television advertising. Revenue forecasting is structured around a low overhead on the basis of inexpensive materials, no dedicated storefront and broad reach through digital platforms.

Phaeton Custom Cars

Phaeton is a custom car builder and classic car restoration business with a regional focus and reach. Its mission statement defines it as a local, family-owned business serving a community of auto enthusiasts and a broader regional niche of collectors. 

Market analysis breaks down the location and facilities of other competitor shops in the region as well as online communities of regional car enthusiasts likely to spend money on custom modifications or restoration projects. It also examines trends in valuations for custom parts and vintage cars. Logistics include pricing out parts and labor, finding skilled or apprentice laborers and mortgaging a garage and equipment. 

Phaeton advertises in regional publications, at local events and regional car shows and online through Facebook and Instagram, with an emphasis on a social presence highlighting their flashiest builds. Revenue forecasting is built around a growing reputation and high-value commissions.

Frequently asked questions (FAQs)

A business plan may not be a prerequisite for every type of business, but there are few businesses that wouldn’t benefit from one. It can serve as an important strategic tool and help crystalize a vision of your business and its future.

Business plans do just that: they help you plan the future of your business, serve as a platform to brainstorm ideas and think through your vision and are a great tool for showcasing why your business works to potential investors or partners.

Blueprint is an independent publisher and comparison service, not an investment advisor. The information provided is for educational purposes only and we encourage you to seek personalized advice from qualified professionals regarding specific financial decisions. Past performance is not indicative of future results.

Blueprint has an advertiser disclosure policy . The opinions, analyses, reviews or recommendations expressed in this article are those of the Blueprint editorial staff alone. Blueprint adheres to strict editorial integrity standards. The information is accurate as of the publish date, but always check the provider’s website for the most current information.

Alan Bradley

Alan is an experienced culture and tech writer with a background in newspaper reporting. His work has appeared in Rolling Stone, Paste Magazine, The Escapist, PC Mag, PC Gamer, and a multitude of other outlets. He has over twenty years of experience as a journalist and editor and is the author of the urban fantasy novel The Sixth Borough.

Sierra Campbell is a small business editor for USA Today Blueprint. She specializes in writing, editing and fact-checking content centered around helping businesses. She has worked as a digital content and show producer for several local TV stations, an editor for U.S. News & World Report and a freelance writer and editor for many companies. Sierra prides herself in delivering accurate and up-to-date information to readers. Her expertise includes credit card processing companies, e-commerce platforms, payroll software, accounting software and virtual private networks (VPNs). She also owns Editing by Sierra, where she offers editing services to writers of all backgrounds, including self-published and traditionally published authors.

How to start a small business: A step-by-step guide

How to start a small business: A step-by-step guide

Business Eric Rosenberg

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What Is a Marketing Plan? And How to Create One

Let’s learn about a marketing plan, how it helps businesses and the steps for building your own.

[Imagen destacada] Una mujer con camisa azul muestra a un grupo un plan de marketing en una pizarra.

What is a marketing plan?

A marketing plan is a document that a business uses to execute a marketing strategy. It is tactical, and, as later sections of this article explore, it typically includes campaign objectives, buyer personas, competitive analysis, key performance indicators, an action plan, and a method for analysing campaign results.  

What is the purpose of a marketing plan?

In general, a marketing plan serves several purposes: 

Streamline and organise marketing efforts 

Guide businesses and their marketing teams through a sequence of marketing activities 

Determine how to measure a campaign's success  

Effectively allocate the marketing campaign budget  

A business might develop a marketing plan for a specific need, campaign, or goal within its larger mission. Here are some examples: 

Launching a new product or service

Carrying out campaigns through different marketing channels, including social media, email marketing, print media, TV, or offline events  

Implementing paid advertising 

Measuring marketing efforts over specific periods, such as every quarter, six months, or year

Marketing plan vs marketing strategy vs business plan

In researching a marketing plan, you may come across the related concepts of marketing strategy and business plan. Think of all three as written roadmaps for developing your business. You'll find similarities among them, including your business objectives and information on your target market. Still, as we've laid out in the chart below, there are some important differences to know as you build these roadmaps. 

Review these roadmaps periodically to measure the success of your marketing and business efforts.

How to create a marketing plan 

The following sections describe the components of a solid marketing plan and the steps to building each one. Develop each section in the order listed, and use insights from each section to guide your process in the following ones. Once you complete all the sections, review your plan for areas that need refining. 

1. Executive summary

Here, you will write a summary, usually a few paragraphs at maximum, to introduce the following sections. In a few paragraphs, orient readers to the following:

General information about the business, such as its mission, past accomplishments and setbacks, and brand identity

Information specific to the marketing campaign driving this plan and how it will advance or improve upon past marketing efforts 

You might choose to compose this section after you've written and refined the marketing plan. 

2. Marketing campaign goals 

From your marketing strategy and business plan, state the marketing campaign's goals with specificity and data-driven metrics. For example:

Specify 'Get more email subscribers' as 'Increase email subscribers by 50 per cent by next quarter'. 

'Generate more online purchases' could be specified as 'Drive traffic from paid Facebook ads to a sales page and increase the site's conversion rate from 2 to 5 per cent.

3. Key performance indicators (KPIs)

KPIs are the specific metrics you'll monitor to measure the success of your marketing efforts. Determining KPIs to continually optimise your tactics, reduce inefficiencies, and steer your marketing campaign toward success is important.  

KPI examples include:

The number of website visitors

The number of new email subscribers

The number of event registrants 

The rate of converting leads into customers

Sales revenue figures

4. Buyer personas 

Refer to your marketing strategy and business plan to crystalise target market insights into detailed buyer personas. Based on your existing customers and extensive market research, you can think of a buyer persona as a fictional character you create. Building clear buyer personas helps to focus your marketing efforts and drive campaign results. 

Answer these questions to get started:

What is this persona's demographic profile, including age, income, location, occupation, etc? 

Where do they go to find information? 

What keywords do they use to search?

How do they prefer to purchase products and services?

At what times of the day are they most likely active on social media or other marketing channels, online or offline?

What words, phrases, and questions do they use to describe their challenges and goals?

Use answers to tailor every detail of your marketing campaign to your buyer persona and guide potential customers toward an action, such as subscribing to your email list or purchasing.

5. Competitor analysis 

Refer again to your marketing strategy and business plan to extract key information about how competing brands reach customers in your target market. Then, examine competitors' marketing strategies in more detail.

Here are three ways to generate marketing-specific information about competitors:

Use SEO tools like SEMRush to discover how your competitors leverage popular keywords, content, and ad copy to attract an audience.

Study competitors' social media accounts and note the content they post to engage followers. 

Subscribe to competitors' email lists to learn how they market and sell to potential leads in their inboxes. 

6. Action plan 

Your campaign's action plan should include the tactics and methods you'll use to market your products and services to potential customers. 

Include the following information in your action plan:  

The campaign budget and target date of completion

Key milestones you need to pass on your way to achieving the goals 

The marketing channels you will use, offline and online 

The kinds of content you will create and your schedule for delivering it

Organic and paid marketing activities

7. Method of analysing results 

Your marketing plan should describe how you will monitor KPIs and analyse your campaign results at each milestone. That way, you can find out what's working and what's not and adjust your plan accordingly. 

Set up analytic tools for your marketing channels, including your social media accounts, email system, website and landing pages, and event registration pages. You can also set calendar alerts based on your action plan for reviewing KPIs.

Which channels see the most traffic?

Which channels are converting at the highest rates? 

How are individual pieces of content performing?

How efficiently is your budget performing?

Which metrics are improving, staying the same, or declining over time? 

Marketing plan key takeaways

Remember: Having a solid marketing plan can make it possible to allocate your marketing budget effectively and streamline your marketing activities. By following the seven steps above, you may see improvements in your marketing efforts, from attracting more ideal customers to inspiring them to take action. 

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U.s. department of commerce releases 2023 update to equity action plan, outlines new commitments to advance equity, office of public affairs.

Today the U.S. Department of Commerce released the 2023 update to its Equity Action Plan , in coordination with the Biden-Harris Administration’s whole-of-government equity agenda. This Equity Action Plan is part of the Department’s efforts to implement the President’s Executive Order on “ Further Advancing Racial Equity and Support for Underserved Communities Through The Federal Government ,” which reaffirmed the Administration’s commitment to deliver equity and build an America in which all can participate, prosper, and reach their full potential.

“Homogeneity is the enemy of innovation. If we are to out-build, out-innovate, and out-compete the rest of the world, we need to ensure we’re harnessing and empowering Americans across the country by utilizing our greatest strength - diversity,” said Secretary of Commerce Gina Raimondo. “That’s why the Biden-Harris Administration’s commitment to equity is so important and why I’m proud to see that reflected in this updated action plan. We fail to meet our full potential as a nation unless we harness the talents and strengths of all parts of the country, including those who have too often been left behind.”

Deputy Secretary of Commerce Don Graves will participate in an event at the White House this morning to outline the updated Equity Action Plan, where he will be accompanied by Donna Ennis, Co-Director of the Georgia Artificial Intelligence in Manufacturing (Georgia AIM), who is a winner of the Build Back Better Regional Challenge (BBBRC). The presentation will highlight  workforce pipelines put in place to ensure all Americans, including people from underserved communities, can participate in the innovation economy.

“Thanks to President Biden’s continued and steadfast commitment to supporting underserved and underrepresented communities, this Administration has made historic progress to achieving equity centered initiatives,” said Deputy Commerce Secretary Don Graves. “Through investments in business grants and funding opportunities, the Secretary and I are proud of the Commerce Department’s efforts in promoting equitable and inclusive capitalism that will pave the path to America’s economic prosperity.”

In alignment with the Department of Commerce’s strategic goals , the Equity Action Plan includes real-life examples of how America’s economy and people are best served by filtering our work through a prism of equity. America’s diversity is its competitive advantage – but only if everyone has an opportunity to fulfill their potential and fully participate in our economy.

The equity strategies associated with each strategic goal will assist in designing programs that will address barriers to equity and meet the needs of all Americans, including underserved communities.

  • Equity Strategy 1: Mobilize our nation’s diversity to fuel innovation and sustain our global competitiveness across geographic regions so that all communities have equal access to opportunities.
  • Equity Strategy 2: Expand growth opportunities for businesses and entrepreneurs, including in underserved communities.
  • Equity Strategy 3: Promote equitable economic development and career pathways to good jobs.
  • Equity Strategy 4: Use targeted investments and program design to address the climate crisis through mitigation, adaptation, and resilience efforts to ensure environmental and economic resilience.
  • Equity Strategy 5: Expand opportunity and discovery through data to inform and evaluate actions that improve community outcomes.

Since the release of its first-ever Equity Action Plan in 2022, the Department of Commerce has:

  • Released $3 billion in American Rescue Plan dollars across 780 awards through six innovative economic development programs.
  • Reduced the cost of bringing high-speed internet to unserved and underserved communities, and increased the resilience of internet infrastructure.
  • Invested $100 million to support the needs of tribal governments and Indigenous communities across 51 awards in 25 states and the Northern Mariana Islands.

Learn more about the Administration’s equity work at whitehouse.gov/equity and check out all Federal Equity Action Plans at performance.gov/equity .

To follow stories and posts across agencies, follow the hashtags #GovEquity and #GovDelivers on social media.

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  1. Bobby Cannata presents part 1 The Market America Business Plan I (The

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  23. What Is a Marketing Plan? And How to Create One

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  26. U.S. Department of Commerce Releases 2023 Update to Equity Action Plan

    Today the U.S. Department of Commerce released the 2023 update to its Equity Action Plan, in coordination with the Biden-Harris Administration's whole-of-government equity agenda.This Equity Action Plan is part of the Department's efforts to implement the President's Executive Order on "Further Advancing Racial Equity and Support for Underserved Communities Through The Federal ...

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