Business School


01 December 2017

A chance to test a business idea within a simulated marketplace has provided four entrepreneurs the opportunity to realise their future.

Participating in QUTopia has propelled an idea beyond university assessment into a potential real business for marketing scholars, Elliott Bell, Ryan Davies, Danielle Mullane and Campbell Thomson.

QUTopia is a physical, simulated marketplace where students form a business, plan and create an authentic product or service that is offered for sale to real customers, and monitor financial aspects of their business.

Building on their collective passion for furry canines, the team formed Scout & Companion, selling a range of authentic products and doggy delicacies.

“Each of us shared a common passion for our dogs and we wanted to work that passion into our business vision. Sticking to our strengths, the team worked tirelessly towards the goal of creating a fun and on-trend brand that sold only the finest doggy desserts and delicacies that QUTopia had to offer.”

The team said QUTopia helped them push their limits and develop the skills needed to deliver a successful marketing plan.

“Unlike previous subjects the team had undertaken; QUTopia really threw us all into the deep-end, expecting us to put into practice all of the skills and theory we had learned up until the point of its undertaking. By granting us the independence to freely ideate and create our own small business, we were expected to make mistakes, learn from them and correct accordingly. This coupled with a sense of urgency helped us to really push ourselves to our limits.”

This year all teams were invited to apply for the inaugural QUTopia-QUT Bluebox LaunchPad program. From dozens of entries, the Scout & Companion concept was chosen as the most viable and secured the team an intensive one-month mentoring program to help commercialise their business for the real world.

“Winning the Foundry Marketing Plan Competition means that Scout & Companion will be given the incredible opportunity to develop our vision further, potentially turning our simulated business idea into a real-world reality.”

The QUTopia program is offered as a subject within the Marketing coursework program. Find out more about QUTopia:

Find out more about the QUT Bluebox Launchpad program:

Elliott Bell, Ryan Davies, Danielle Mullane and Campbell Thomson won the inaugural QUTopia-QUT Bluebox LaunchPad competition for their business idea.


QUT Business School

  • Level 4, Z Block
    Gardens Point
    2 George St
  • Postal address:
    QUT Business School
    GPO Box 2434
    Brisbane QLD 4001