Saturday was a good day to play wallow in the mud — for a good cause.

The cause was multiple sclerosis, a chronic, unpredictable disease of the central nervous system that can cause blurred vision, loss of balance, slurred speech, tremors, numbness, fatigue, memory problems, blindness and paralysis, In rare cases, it can even be fatal.

The event was MuckRuckus MS Jacksonville, a fund-raising race for the North Florida Chapter of the National Multiple Sclerosis Society.

MuckRuckus is a race with a difference. As runners and walkers traveled a 6.2-mile course at Taye Brown Regional Park, they had to go over — or occasionally under — 29 wet or muddy obstacles with colorful names like Muck Curtain, Dragon Crawl, Rat Run, Spinner, Oh Muck and Uh-OK. The last involved jumping off a platform into a pond, ensuring that all participants were thoroughly soaked as they crossed the finish line.

Check outmore photos from the MuckRuckus

Casey Oelrich, who said she does a lot of local runs such as the Gate River Run and the 26.2 with Donna marathon, called MuckRuckus “the most fun of all the runs.”

She was part of a team called the Mud Bunnies.

“Every woman should be muddy,” said Elaine Howlett, another Mud Bunny.

Team members, whether in the recreation division, as all of Saturday’s entrants were, or in the competitive division, which many of today’s participants will be, are expected to finish together.

That’s part of what makes the event special, said Jonathan Cauley. He cited “camaraderie” as the event’s greatest appeal after running it with his teenage son, Jade. Jonathan’s wife — Jade’s mom — has MS.

“It’s very intimate to us,” Jonathan said.

Jason’s Team included Jason, Danielle, David and Lindsay Henke and Damon Jolly.

“We like getting out and getting dirty for a good cause,” said Danielle Henke, whose face was smeared with dirt as she crossed the finish line.

One nearby finisher went to hug her son, only to have him dance away.

“You’re covered in dirt,” he protested.

Army Staff Sgt. William Curry, who came with a team of Army recruiters, said he likes MuckRuckus for “the mud and the camaraderie. I’d do it again right now. It’s a good cause.”

Al Emmerich, who was working as MC at the starting line as a new group went off every half-hour, made a point of telling a reporter that MuckRuckus “is absolutely mudtacular.”

“I’m ready to get dirty,” said Jill Edmonston of the PGA Tour team as she lined up for her team’s 10:30 am start.

Edmonston, chairwoman of the board of the North Florida chapter, was one of the leading fund-raisers for the event. Each participant is asked to raise at least $100.

A group of students from Pedro Menendez High School in St. Augustine ran together as Teens Gone Muddy.

“It was intense,” said Kelsey Bennett.

“Intense but like awesome,” said teammate Skylar Ozanne.

One of the oldest participants was Bob Doughty, 70. “I feel like the oldest right now,” said the drenched, mud-splattered Doughty after he crossed the finish line.

Doughty, who lost his wife to MS 18 years ago, said he’d volunteered at past MuckRuckuses — started in 2009, the event was known as the Mud Run until this year — but had never participated before.

“I wanted to see if I could do it,” he said. “It was a blast. It fun being with a bunch of crazy people.”

Organizers are expecting about 5,000 participants over two days. Having raised $500,000 last year, they are hoping to raise $850,000 this year.

MuckRuckus continues today with recreation runners starting at 9, 9:30 and 10 am Competitive runners are scheduled to start every 30 minutes from 11 am to 12:30 pm For participants who don’t want to do 10 kilometers, there is a 5 kilometer option. The start and finish lines are near the Jacksonville Equestrian Center off Normandy Boulevard just west of the Cecil Commerce Center.

charlie.patton@jacksonville.com, (904) 359-4413

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Published: Friday April 6, 2012 MYT 11:45:00 AM
Updated: Friday April 6, 2012 MYT 11:53:39 AM

BANKING ON FACEBOOK: Backed by tens of millions of dollars from venture capital firms, start-ups are pushing out shopping apps, hosting online garage sales and testing out new business models on Facebook. Reuters

SAN FRANCISCO: A group of e-commerce startups, backed by some of the tech worlds most pedigreed financiers, are betting that Facebook Inc can become an e-commerce powerhouse to rival Amazon.com Inc and eBay Inc.

As the worlds largest social network hurtles toward a US$ 5bil (RM15bil) initial public offering, it will come under more pressure from Wall Street to find new sources of profit growth and reduce its reliance on advertising, which accounted for 85% of its 2011 revenue.

Some entrepreneurs and investors increasingly think f-commerce meaning e-commerce on Facebook is the answer. Startups such as BeachMint, Yardsellr, Oodle and Fab.com are coming up with novel ways to persuade Facebook users to not just connect with friends on the social network, but to shop as well.

Backed by tens of millions of dollars from venture capital firms like Accel Partners and Andreessen Horowitz, and other big investors like Goldman Sachs, these start-ups are pushing out shopping apps, hosting online garage sales and testing out new business models on Facebook.

e-Commerce is a huge category with very strong tailwinds and its a natural move for Facebook, said Sam Schwerin of Millennium Technology Value Partners, which owns Facebook shares and has a stake in BeachMint.

Amazon revolutionised online shopping by crunching lots of customer and purchase data to come up with relevant, personalised recommendations. In the same vein, Facebooks combination of data, analytics and payment technology could fuel the next generation of e-commerce, Schwerin said.

Harvard MBA David Fisch, a former executive at eBays StubHub online tickets business, oversees Facebooks e-commerce efforts, working with retailers to build social commerce businesses on the platform.

People have always shopped with their friends; now they expect it online, Fisch wrote in a December blog. Companies who think differently about social will find success.

Fisch declined to comment, but investors said Facebook understands the importance of having an e-commerce strategy.

Its a big imperative for them, said Theresia Gouw Ranzetta of Accel Partners, an early backer of Facebook. They understand its an important strategic benefit for them to make e-commerce players successful on the platform.

Big brand stores flop

Facebook had 845 million monthly active users at the end of last year, far higher than Amazons 164 million active accounts or the eBay online marketplaces 100 million active users.

But despite that huge base, Facebook is primarily a way to connect with friends, and not an online shoppers first destination. Big retailers including JC Penney, Gap and Nordstrom had previously set up stores on Facebook but shut them after generating few sales.

That has not stopped venture capital firms from pouring money into rookie companies they think have cracked the code.

There is a lot of buzz about Fab.com, which has amassed three million users who broadcast purchases via a bought button that advertises their shopping habits to friends.

Fab built its user base in part by offering US$ 5 (RM15) a month to those who agree to share their Fab purchases and favourites on Facebook. Chief executive Jason Goldberg said tens of thousands opted in.

BeachMint co-founder Diego Berdakin said his company had set up a live video event called StyleMint.tv last holiday season featuring a brief appearance by Facebook CEO Mark Zuckerbergs sister, Randi Zuckerberg. For about two hours, they showcased BeachMint products that people could buy with one click.

More than 50,000 Facebook users watched the show and a huge percentage bought something, Berdakin said, adding, At the time, it was the biggest day in our history in terms of sales.

Yardsellr, started in 2010 by former eBay manager Danny Leffel, organises people into 3,000 communities, or blocks, based on common interests. When someone posts a product for sale, it is sent to the news feeds of people in that block and purchases can be made with a few clicks.

Gross merchandise sales, a measure of the value of products, has been growing about 30% a month, according to Leffel. Social commerce could be bigger than eBay, he argued.

Then theres Oodle, a start-up headed by Craig Donato, who runs Facebooks official marketplace, which boasts more than three million unique monthly users. When buyers and sellers post items, their Facebook identities are attached, giving users more confidence in the transactions, Donato said.

Making money

For now, Facebook is making money mostly by selling ads to merchants trying to target potential customers. But many experts say it is a matter of time before the eight-year-old social network will ask for a cut of shopping transactions, or seek other ways to profit.

They point to Facebooks relationship with online games developer Zynga Inc as an example. Facebook takes a 30% cut of revenue generated from the sale of virtual goods used to play Zynga games.

Gamers pay for those virtual goods using Facebook Credits, a virtual currency that could eventually be used to buy physical goods, according to some Internet entrepreneurs.

Facebook has a huge opportunity to monetise e-commerce, said Christian Taylor, chief executive of Payvment, a startup that operates thousands of Facebook stores. They have the infrastructure and team to pursue that.

Others downplay the potential for Facebook Credits, saying physical goods offer much thinner profit margins than virtual products.

The 30% model is great for products with near-zero cost of goods sold, said Kevin Hartz, head of ticketing startup Eventbrite, which works closely with Facebook. But selling a TV with thin margins, that model will just not apply.

Nevertheless, if e-commerce on Facebook takes off, many expect the social network to find a way to make money off it.

When you build on top of a platform like Facebook, there is always the risk that the platform provider decides to change the rules later on, said Laura Valverde of Beetailer, which runs more than 3,000 stores on Facebook.

We have seen this with Facebook Credits and games. So, once social commerce fully takes off, it will only be natural that Facebook tries to benefit one way or another from it. Reuters

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