College of Business Administration
Date of Last Revision
Supply Chain/Operations Management
Number of Credits
Bachelor of Business Administration
Date of Expected Graduation
This paper explores the podcast industry with a focus on business related podcasts about entrepreneurship and startup businesses. The paper works to analyze the podcast industry and midwestern startup cities in order to assist podcast company, Upside.fm, in expanding their business model. The two main ideas researched throughout the paper are consumer behaviors in the podcast industry and the entrepreneurial ecosystems of multiple midwestern cities in the U.S including, Minneapolis, Minnesota, Kansas City, Missouri, Pittsburgh, Pennsylvania, and Indianapolis, Indiana. For the consumer behavior aspect of the research, a survey was conducted and analyzed to discover what podcast listeners enjoy and why non-listeners do not listen. The city analysis involved a quantitative analysis of numerical data and a qualitative analysis gathered from interviews with entrepreneurial leaders from the midwestern cities that were researched. The findings are condensed as recommendations for Upside.fm regarding how they could use the research to expand their business into new cities while also suggesting what further research can be done in the future.
Honors Faculty Advisor
Stoll, Alyson; Stanoch, Katelyn; Skakun, John; Heim, Samantha; and Humchad, Maanasa, "Analysis of the Podcast Industry and Business Growth of Upside.fm" (2021). Williams Honors College, Honors Research Projects. 1356.