Being sick is bad enough, especially when it ends up in a hospital stay. Couple that with wearing a risqué patient gown that puts rear-end exposure at a premium, and whatever ails you can turn from bad to worse.
But, where there’s necessity, there’s invention, and Keith Dixon, along with his business partner, David Ramano, created a gown that curbs the potential for a “wardrobe malfunction.†Aside from making way in the healthcare sector, the gowns also fill a void in another burgeoning industry, green products. Though less than two years old, their Florida-based company, Pristine Gowns Inc., already inked a deal to provide its eco-friendly gowns to the University of Miami Hospitals, in April, and is currently in negotiations with two other hospitals.
Demonstrating an entrepreneurial flare since his youth, Dixon, 25, seemed to have an innate penchant for recognizing opportunity and turning it into profit. From heading a neighborhood car wash the age of 14, to helping found and grow Pristine Gowns, which is expected to rake in $485,000 in revenue after only two years of operation, the three person company has managed to defy the odds during this economic downturn.
Dixon talks to BlackEnterprise.com about developing and executing a business idea, and how he found gold in green.
BlackEnterprise.com: Your company, Pristine Gowns Inc., manufactures and distributes eco-friendly patient gowns. How did you develop this business concept?
Keith Dixon: One of my best friends, David Romano, 24, worked as a paramedic in an emergency room. One day he mentioned how uncomfortable a patient felt because his rear end was exposed; from there the idea was born for a hospital gown that provided privacy features that ensured the patient’s rear end wouldn’t show. We rushed home and sketched out a drawing and later, searched online for a local tailor that could transform our sketch into a functional gown. A few weeks later we had our proto type.
After applying for a patent we tested the market’s response with our product. We went to hospitals and talked with nurses who gave us constructive feedback on the gown’s functionality. After research, we decided that we should be different not only in the design of our product, but also in the way we impact the environment.
What aren’t traditional hospital gowns environmentally friendly, and how does your gown differ?
The cotton used in gowns today are made with artificial fertilizers and chemicals
that damage the environment, we make our gowns from 100% organic cotton. We don’t use those toxic chemicals that treat and dye the cotton in typical gowns. Our product also has frontal and rear openings which allow doctors to examine the patient without removing the garb.Is there a lag in getting African Americans to become involved in the green movement? If so, why?
African Americans many trends in the United States and globally. I believe, as we become aware of the dire need for change, our actions will follow, and as a culture, eventually it will be apart of every day life. Currently, a growing number of African Americans are changing their diets and becoming more conscious about what they eat and how it correlates to overall health. It won’t belong before the world understands that our environmental factors and surroundings are equally as important.
You’re so young, what keeps you motivated and inspired?
My father has always inspired me to be entrepreneurial. He always told me that I should be in control of my own finances and time. He would always tell me that there is very little job security and someone can fire you at any time. I’ve
always cherished freedom and the availability to make my own schedule and pursue passions that interest me.What is the biggest challenge young people and African Americans face in developing a business or getting people to believe in their plan?
Often times, young people do not have access to entrepreneurial minded people or the opportunity to associate with other youth’s and adults who share similar passions. I was fortunate to have met people like Juan Casimiro, founder of the Casimiro Foundation, a youth-based entrepreneurial camp that teaches the fundamentals of business, business plan implementation and investing. I never forgot those lessons he taught me, or the blessings of being able to network with people I’ve met at the various conferences.
You have a lot of wisdom and insight to share, how are you involved in community outreach?
I speak at high schools and business camps around the nation about the importance of becoming entrepreneurs at a young age. I feel that America’s future lies in entrepreneurship. Young people have more tools available now than ever before. All they need is the guidance and re-assurance that they can succeed at any venture they choose.
What were some of the challenges you’ve encountered while building your business?
Most of the challenges have been financial. We’ve had to personally finance all of our endeavors. Before we make a decision, we ask, “is this absolutely necessary, what are our other options, what future impact will this decision have on our lives?†Staying motivated in a difficult economy can also be a challenge, and one has to constantly remind himself of the vision he once had for the future. I’m not sure if I would change anything yet or do anything different.
What is on the horizon for Keith Dixon?
In my personal life, it is my goal to travel the world and get to know as many cultures as possible. I want to become a blessing to all that I meet and encourage all to strive for their unique passions. This year, I will visit Columbia, and Japan. There is much to be gained by embracing the cultures of others.
What is on the horizon for Pristine Gowns? How do you plan to diversify your business?
Pristine Gowns will diversify by offering additional Green medical supplies that help to preserve the environment and make treatment options more comfortable for patients and health care providers alike.