The beginning to our Blog: Entrepreneurialism, college, and how Dura Doggie changed my Life…

The picture that we visualize when thinking about college is academia, social interaction, and the true beginning stages of individualism….along with the parties, the drinking, and in our case (go UCSB!!) the beach. College was probably the best years of my life because I learned how to be myself and figure out what “I” really wanted out of life. There were no pressures or influences anymore to be something I did not want to be…there were no parents trying to push me to be a doctor, no teachers on personal level, and definitely no friends (they were too busy having fun) trying to persuade me to follow a certain career or life path. It was just me.

Following my planned career path of mechanical engineering, I was on track to graduate with a pretty good GPA and the intention to snag a high paying job at an engineering company of some sort. Things were looking good and who knows, I could have had a comfortable life making a beginning salary of $60 grand doing the 8 to 5 job…but I was not really that happy.

I am the kind of guy that looks out into the blue and warm sky (I live in Santa Barbara…) and ponders on the true reasoning for all of this: the world, our life’s, and what we should do? Although I can’t answer these questions in full, I do know one thing…sitting inside a colorless cubicle doing a plethora of work when the weather outside is so wonderful seem horrible to me. I knew that about after six months of work at a place just described, I would lose all interest and eventually be miserable at my high paying job. It wouldn’t be fair to my employer and it wouldn’t be fair to me.

Then one day, I enrolled into an entrepreneurship course after much suggestion from my brother and my life forever changed. I felt excited again, I felt like this was my calling, and I felt that I could create and not necessarily just follow as I was intended. This class opened my eyes to what it takes to be an entrepreneur: hard-working, fearful but fearless, likes to think outside the box, understands the risks, likes to take nothing and make something out that, and much more. This was me. This was my definition if my name was in the dictionary. This course in a way was a philosophical moment for me because I always had the entrepreneurial spirit, but did not know of its existence (the same argument of how do we know something if we have never experienced it or been educated on the matter…is it innate or not).

Now I instantly became happy with my life because I knew there was more to life than that feared cubicle job…I mean I always knew that in sometime I would have the job that comes with the perks and corner office, but I didn’t want that over time…I wanted that now. So instead of waiting, I decided at that point that I was going to create and make that for myself instead of following and waiting. I knew that this task would be difficult and it has proven to be so, but I have been so happy while in the process.

The first day of this class came along and I learned more in two hours than I had ever done before…amazing is all that I can say. By the end, our professor announced that we would be researching some sort of problem in any industry of our choice and that we were to come up with a product that was a solution to that problem. At the end of the quarter, we were to present this product as if we were presenting to investors. Luckily I choose the simplest product in the industry that is the most fun…the pet industry and thus was born Dura Doggie.

This is our story about how a few college students took a class project and ran with it. Keep reading and more stories to follow of our life in the entrepreneur’s shoes and how we took a small dog toy company and made it huge.

-Raad Mobrem

President, Dura Doggie


Dura Doggie Disc on ABC’s GMA Health

Hello from everyone at Durable Ideas!

We were given a great opportunity and we thank the people at ABC for making this happen.

The toy didn’t make it onto the live segment of Good Morning America but it was on GMA Health later in the day. Check out the video and story below (fast ffwd to -0:45)

It was very brief but we were reviewed along with some really high tech and medically advanced pet products.  It shows that the Dura Doggie Disc has significant value out in the pet toy market today.

Hope everyone has been well and Feliz Ano Nuevo aka Happy New Year!

Thanks for tuning in,


Vegas for SuperZoo!

We we’re in the grand ol’ city of Las Vegas for almost an entire week for SuperZoo 2009 (they already have 2010 in the works: )

Three words to describe SuperZoo:   huge, exciting, exhausting

Three words to describe Vegas:   huge, flashy, unexplored

Why the last one?  Because we we’re inside the Mandalay Bay Convention Center or our hotel the entire time!  Yes, it was that exhausting.  We did have an unforgettable dinner however, courtesy of our newest DI member, Frank! (Frank, I bet you remember every detail on that enormous bill you paid lol).

Below are pictures of our booth even though they don’t do it much justice.

We did this every day of the show, Dura Doggie Disc on three!!

We received great feedback at the show, made some good sales but its been weeks, season has changed and we’re adapting.

Launching a new marketing campaign for Fall and Winter, info to come later!

Thanks for tuning in,

jonathan aka the Blog-Catalyst man