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[ The University of Melbourne Voice Vol. 3, No. 1  14 April - 12 May 2008 ]

Linda Kowalski

My intent while studying Commerce/Arts at Melbourne has been to apply what I learn in something real. However I hardly expected my first such initiative to be an idea born of reflecting on my own sheer laziness to exercise.

The idea came to me during two weeks of relative idleness over the summer break. My search for motivation to exercise was the trigger. What if the community could motivate me to run? Flash! Beep 2 Make Me Run!

Evolving as a slogan which I got printed on a T-shirt on campus at the Student Union, Beep2Run made its public debut when I mustered the courage to trial it on the streets of Kew at peak hour.

In my mind it was a make or break moment. Quite extraordinarily, it took only two minutes for my very first beep, arousing a sheer sense of happiness and motivation to run my heart out!

Over the next 40 minutes, I got 27 more beeps, equalling 27 more reasons to take my venture to the next level. Unwavering support from strangers stopping me in my tracks underlined this marketable concept. Then I realised I needed fundamental knowledge in marketing to make it into a success.

Fortunately I could get advice from Dr Angela Paladino, a senior lecturer in Marketing in the University’s Faculty of Economics and Commerce, and (I like to think) my marketing ‘fairy godmother’.

Dr Paladino reminded me during the summer semester that 90 per cent of new products fail to commercialise due to poor marketing.

Employing fundamental concepts learned mainly in Marketing, but also in the other core Commerce subjects, I’ve trademarked my product and establish a developing marketing campaign.

Key moves have included web-based product placement and active promotion, as well as working at being a visible brand in my local community.

Although still in its infancy, Beep2Run is the subject of big plans – I see it helping to develop sustainable support networks in communities for promoting a healthier lifestyle involving physical exercise.

I’m just like any other student, but with a little knowledge and some inspiration, anybody can take an idea and make it into something more. And the knowledge is around – the thing is not to fear stepping into the unknown.