Mediaboss Marketing

Dean Kelly (left) and Justin Parfitt, founders of the HeyLets app.

The idea of walking into a shopping centre on a Saturday afternoon made Dean Kelly's skin crawl.

"I couldn't bear the thought of having to fight crowds to furnish my flat," Kelly says. "I thought what better way of avoiding hordes of people than start an online furniture store."

So the former management consultant came up with the idea of Zanui, an online furniture and homewares store. While building the website, Kelly lived in his flat with his basic furniture bed, fridge, Xbox and beanbag.

"I was determined to see the idea through and I didn't want to go against my beliefs of buying furniture the traditional way. That was back in November 2011 and the business has grown substantially from there."

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While in US raising money for Zanui, Kelly came up with his latest project.

"Having built an online furniture business propelled my desire to develop a global internet business," he says. "I didn't want to leave Zanui until it was solid and performing well but creating a social networking app really appealed to me.

"That's where the idea from HeyLets evolved from it is a social networking app that allows people to share their experiences based on their interests and positive experiences."

Kelly met online entrepreneur Justin Parfitt in America in early 2013 and they decided to roll out the app in Australia first to test the market. As far back as 2002 Parfitt had created Fast Impressions, a speed-dating company that had expanded around the world.

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Zanui founder takes social networking to a new level with HeyLets

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Mazdas fourth-generation Miata, known as the MX-5, was unveiled simultaneously on Sept. 3 to audiences in Spain, Tokyo, and Monterey, Calif., and before a YouTube audience of approximately 30,000.

It was the quintessential example of a manufacturer reaching out to its targeted audience through social media, hoping to inspire a ripple effect through the Twitterverse and Facebook postings.

Interest was generated, thats a given, but we wont go so far as to say it was the Mazda event that was responsible for that nights international Facebook crash, causing a billion people to have to revert to email or actual face-to-face conversation for an evening.

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The 2016 Mazda revealit fell far short of a traditional automotive introductionwas a scene reminiscent of a heavyweight title fight weigh-in. There was plenty of hype and promises of whats to come. But the Big Event comes next year when the car makes the auto show circuit and hits dealer showrooms.

So it was something of a mild disappointment to only get a superficial look at a car thats been anticipated by the ever-growing group of Miata enthusiasts, not to mention dealers and anyone who follows the automotive industry.

The Miata has singlehandedly carried the flame for the two-seat, rear-wheel-drive roadster that was popularized almost a half century ago by the Austin Healey Sprite, MGB, Triumph TRs, and Spitfires.

Its a vehicle that has thrived on a seemingly perfect mix of Mazda Zoom-Zoom performance, reliability, and affordability. Because so many Miatas have been summer cars, theyve had long and cherished lives, leaving lots of vintage models and legions of fans.

The live crowd in Monterey seemed as eager to see the subsequent live performance by Duran Duran as it was to view the MX-5 Miata, which reflects the short attention span of social media.

For Mazda, the new generation Miata is, as director of design Derek Jenkins says, slightly bigger than a really big deal.

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