When I walk into Clarkson-Wilson Veterinary Clinic in Chesterfield, I see that there’s a bunny named “Forest Thump” up for adoption in the lobby. There are signs for “Dr. Doug’s Vet-Pet Rescue” on the wall. Three staff members are cooing and huddled around photos of animals up for rescue on a computer monitor.
Dr. Doug listening to a lemur’s heartbeat.
Dr. Doug Pernikoff, EMBA 46, is still with a patient. While I wait I learn that the ferret owners will be back in three weeks. “Dr. Doug” as he’s known to his patients’ owners and EMBA colleagues alike, emerges from an exam room and hugs and kisses a pet owner who came in for flea medicine.
When he frees up, Dr. Doug and I go into an exam room and start talking about his surprising (to some) decision to get an MBA at age 62. There are models of canine joints and dog treats in a jar on another counter. He closes the door after a few minutes to drown out the barking.
Why did you decide to get an MBA?
You know, it was for multiple reasons. I just feel like at 62 I have too much living to do, and I felt like this would provide numerous skill sets that I felt I needed to embrace–both computer skills and excel, and of course the basic principles of the business education content.
Dr. Doug and a Pink-toed Tarantula.
Although it’s all been a struggle, it’s been great. It’s getting a little bit easier, and I notice my memory has actually improved. I guess the cobwebs are disappearing. So I think it’s exciting because a lot of people my age fall into complacency and I feel like there’s too much in my bucket to stop now, so it’s a great tool.
What have you learned so far?
I’ve learned how much I don’t know! A lot of the work we’ve done at the program outset included personality and character assessments that encourage much personal reflection. After a lifetime of living you kind of know who you are–these program experiences are an admixture of good and bad validation and it tells you where you can go to improve. I’ve been getting back into a schedule of learning skills, that’s important.
Dr. Doug’s new website design in progress.
I’ve already implemented accounting and marketing management information into my veterinary business structure. My very talented study team group worked with me to create a “Dr. Doug’s All Things Animal” blog and portal website, so that’s the marketing plan we submitted and presented in marketing class. I’m pursuing that full force because I think it’s a real opportunity. And, I suppose the large python I brought to class as part of my presentation will likely be a legacy story for future EMBA classes to enjoy?
What are your plans when you finish?
I was thinking about trying to become an astronaut? But seriously, I have a number of interesting opportunities I want to pursue with this branding apparatus. There are a lot of pet-related websites online, but most are driven by a purely commercial impetus–for example sites for PETCO or PETSMART, etc.. Some are driven by other industry sectors such as the pet food market, but I feel that sites out there today are deficient in really bringing a personality of knowledge and experience to the pet industry in a way that helps to create communities of pet lovers and animal lovers. Our goal is to create an all encompassing ‘here’s where you go if you want to know.’ All Things Animals–it’s not just about veterinary medicine as my experience is very broad-based. It will be a very interactive, content-rich site, and again kind of commercial-neutral. “Edu-tainment” is an appropriate descriptive term for what I hope to create.
What kind of content?
Proposal for certification through Dr. Doug’s new website in progress.
Our team came up with one component entitled, MUTTIGREE, a parody on the AKC pedigree registration program. So, we will provide new adopting pet owners a playful muttigree to ID their adopted pet’s lineage. I am big into rescues and adoptions!
We also want to do pet makeovers, starting out with the “Rrruff-tafarian,” a pet that needs to be saved. Over the course of a month, every week we will bring users to the site to see the evolution of the dog or cat from Rrruff-tafarian, incorporating behavioral, nutritional, grooming and veterinary evaluations and physical modifications for their individual improvement–then make the pets available for adoption.
There is a selection process, presented to our site community in contest format that allows them to chose our new adoptee pet families. Hopefully commercial service vendors (groomers, vets, etc.) will provide lifelong sponsorships and discounts to support both the families and the animals.
Dr. Doug’s logo.
These are just two of many ideas we can develop that further enhance the viability and success of the Dr. Doug branding program. I want to include animation on the site based on my Dr. Doug caricature as well.
How will you monetize your idea?
We want it to be both subscription based, and ad-sponsorship based. The subscription component is a challenge. Topic is great–animals. We want to put a face to it.
To a certain extent, Pernikoff was inspired to do an MBA by his sons Tom and Rick, both musicians and also founders of the successful start-up company Tunespeak that connects bands to fans and fans to bands. Pernikoff says, “I think I planted entrepreneurial seeds. They are encouraging me to work harder to be my own entrepreneur.
As I gain new insight and business knowledge we are sharing more with one another. They’ve already given me guidance on my website, which opens the door to funding opportunities. They have experience and relationships that will help me. Plus I love understanding what amazingly bright and strategic business men they have come to be. I’m a proud papa, indeed!