feb•04 OVMA Convention Highlites
volume 02 • issue 02
In this Issue:
OVMA Convention Highlites
Congratulations to Doug, Cheryl and the rest of the
enthusiastic OVMA team for a well run trade show during the
Convention in Ottawa. It is a pleasure to be involved with
a great team and such a well-run event. We understand
more than 800 registrants attended the three-day event
and it seemed that we talked to all of them at our booth.
• New PetLynx ‘Animal Card’!
• Introducing New Staff
• Operation CAMStrat Readied
• Bits & Bytes
This convention was only the second industry trade show for
PetLynx. Elizabeth Carey and the PetLynx team did a splendid
job and made up for any lack of experience with a great deal
of enthusiasm. Its was surprising to ﬁnd how many people
were already aware of Operation RECover and other PetLynx
offerings. Almost 200 attendees signed up for the PetLynx draw.
This session featured presentations by
Dr. Randall Lockwood, Mr. Michael Draper and Dr. Alec
This all day session explored the well established
connection between violence against animals and violence
against people. Discussion of the role of the veterinarian
in reporting this type of activity was spirited. Robert Van
Tongerloo, CEO of the Canadian Federation of Humane
Societies [CFHS], moderated the session on behalf of PetLynx.
And who can forget the wonderful serenade on
evening by vocalist Darren Osborne. Showtunes and
ushered out the remaining guests at the tradeshow
evening. Darren, we all wanted to stay and hear more.
And the winners of the PetLynx ‘Get Connected’ Draw are:
Dr. Susan Vetrovsky
Ron Bridges, RVT
Robin Ferguson (OVC 2006)
Dr. Dana Clark
Dr. Paige Willis
Dr. Daniel Scorgie
Each of these winners also nominated a local shelter/
from PetLynx in recognition of their local support
10 More Weeks of Winter!!
It’s ofﬁcial! There will be at least ten more weeks before we see
the last of the snow at ThunderRidge Ranch. Seventy more days
to enjoy our favorite season? Count on it!
Early Monday morning February 2, 2004, long before ‘Willy’ and
‘Phil’ had made the predictions for which they are famous,
Theresa, that covert member of Saskatchewan’s armed forces
came out, and in the moonlight of the Ranch’s south ﬁeld, saw
her shadow. ThunderRidge is bracing for more winter and those
spring snows that can wreak havoc on the early bananas.
How accurate are the predictions of this pint-sized rodent, you
ask? Accurate enough that long underwear, mittens, sweaters
and snowshoes were all sold out of the local UFA before noon. Oh
yes, all the signs point to another one of those seasonal transitions
we will remember.•
PetLynx Animal Card
gets a new look!
Version number three of the PetLynx Animal Card has been
approved, tested, and is currently being assembled. The card
retains the Code 39 Barcode, but has a fresh new look that will
be more accepting of the co-branding programs contemplated
with a number of clients. The ‘Animal Card’ is an integral
part of the Community Animal Management Strategy, as it
provides all service providers with access to the animal record.
Through this ingenious device, airlines, transfer agents and
government agencies can access the ‘electronic passport’
of the animal to determine ownership, insurance, vaccination
history and care proﬁles that are in place. Later this year,
we hope to trial the automated claims management aspects
of the system using the same card. This will allow veterinarians
access to the health beneﬁts of current medical insurance
or the pre-authorized medical ﬁnance programs that cover
Shane O’Reilly graduated from
the University of Calgary in 2002
with a Bachelor of Commerce
in Human Resources. He is
beginning his career as the
newest member of the Client
Care Team. Prior to joining
he worked for the Telus
department. Shane hopes
member of the PetLynx Client
his natural interest in animals.
Tara Wolf brings four years of
managerial experience and
over six years of customer
service to the Client Care
Team. Before coming to
Calgary Co-op as a supervisor
Tara brings a very efﬁcient
approach to problem solving
and a cheery telephone
manner to our Client Care
Vision of the Lynx:
‘Our dream has always been to build a great
company, a company that will prosper, a
company that will endure into the future
further than we ourselves can see’.
Readied for Delivery in March!
Community Animal Management Strategy, code named
‘CAMStrat’, is one of the most important initiatives to be launched
this year. Beginning in March we will be introducing this concept
through our media campaigns and joint communications with
CFHS to every shelter and rescue organization in Canada.
Later in the year, we hope to bring new applications to
municipalities and veterinarians so that eventually every service
provider in the pet industry will be able to access the PetLynx
SuperNET with the speciﬁc, individual functionality they each
Everyone can see that existing databases have been insular.
These islands of information have not served anyone particularly
well, but not everyone understands why. The answer is very
simple to understand. In Figure 1.0, you see the entire market
represented with the very narrow sliver of market penetration that is
spread across more than six companies vying for competitive
superiority in the microchip business.
This sliver represents
4% or less of the total market for identiﬁcation services and
has been developed with millions of dollars of investment and
years of effort. It’s no small wonder none of the entities have been
able to be proﬁtable or achieve success. It’s also no wonder
that a National Recovery Service did not develop.
Now to be fair, the early markets for any new technology are
difﬁcult. The work accomplished by these pioneers and even
the mistakes that were made along the way have provided us
with some beneﬁt as we determined our technology and business
model. For this reason Operation CAMStrat has been developed
to provide microchip distributors and manufacturers with the
lowest cost access to the PetLynx SuperNET that will exist in the
Preferred Share Exchange
Figure 2.0 shows the Community Animal Management overlay
and shows how speciﬁc the PetLynx SuperNET provides each
entity with a different view and access to the information they
require. Although we don’t wish to maintain Community Animal
Management as our exclusive development we do hope
even casual observers will see how pervasive it has been in the
development of our vision and business model. It certainly is one
of the primary differentiators between us and others who would
serve this industry.•
The management and directors of PetLynx Corporation are
pleased to advise that the program to exchange Series I and Series
II Preferred Shares of the company for Common Voting Shares of
the company was completed. Over 6.9 million Common Voting
Shares were taken up by 29 of 30 shareholders in this class. There
are currently 21,979,740 Common Voting Shares outstanding,
which brings the pre-transaction [PP-V] value of the company to
more than 9.3 million dollars.•
PetLynx AGM on April 22nd
The PetLynx Board of Directors have set the date, time and
location for the Annual General Meeting of the Corporation.
Common Shareholders of record on March 10th, 2004 are invited
to mark their calendars and plan to attend this event in the
Macleod Room of the Telus Convention Centre. Other members
of the public will be invited to attend a luncheon and general
presentation following the AGM.•
Business Development Centre,
Box 3607, Airdrie, Alberta,
Canada, T4B 2B8
Email: [email protected]
‘Our attempts lay no claim to
perfection; but they represent the
most that could be done in the time
and with the data at our command.’
– Sir James Murray,
Oxford English Dictionary.
A bit of corrective surgery
occupied me during midFebruary and as I convalesced
back at the ranch this week, I
turned my attention to the book
‘The Meaning of Everything’,
Oxford University Press, 2003.
Winchesters’s book chronicles
the undertaking of the greatest
editorial project in modern
times. It is a very instructive and
enjoyable read. What a great
get-well gift from my colleagues
Imagine, more than 70 years
of research and editorial effort
to provide over 22,000 pages
of deﬁnitions and 2.5 million
illustrative quotations in the 20
volumes of the Oxford English
Dictionary [OED]. In honour of
the 75th anniversary of the ﬁrst
completion of this work, Oxford
University Press is offering a
number of specially priced
Go to www.
oed.com if this interests you.
Of course only the casual
observer wouldn’t understand
that the English Language is
constantly changing. It morphs
almost with a sense of joy, as
culture and fashion dictate.
It freely borrows from all other
languages and always has.
It is then no surprise it was a
most difﬁcult language to
describe. It completely deﬁes
those who have tried to be
prescriptive in the cataloguing
of its words and meanings. As
most writers know, just as they
feel comfortable with the use
of a word it may fall from favor,
leaving us in a most awkward
situation. For this reason those
who still edit the Oxford English
Dictionary must soldier on in the
full knowledge they will never
have it completed in any ﬁnal
sense. This understanding has
forced an iterative approach
to the mission.
A turkey was chatting with a bull. “I would love to be able to get to the
top of that tree,” sighed the turkey. “But I just haven’t got the energy.”
“Well, why don’t you nibble on some of my droppings?” replied the bull.
“They’re packed with nutrients.”
The turkey pecked at a lump of dung and found that it actually gave him
enough strength to reach the ﬁrst branch of the tree. The next day, after
eating some more dung, he reached the second branch. Finally after a
week, there he was proudly perched at the top of the tree.
He was promptly spotted by a farmer, who shot the turkey out of the
Moral of the story:
Bullshit might get you to the top, but it won’t keep you there.
Bits & Bytes:
The Service Development Team has begun to reap the
beneﬁts of the investment in the new Panther™ Architecture.
Upgrades to the ShelterLynx Utility were demonstrated to the
Calgary Humane Society on January 28th and have created
quite a bit of excitement and anticipation.
Creating the PetLynx SuperNET
is no different. To borrow the
words of Murray noted above,
we are producing functionality
for each entity in this industry,
within months or years we will
be required to reshape and
refactor our Utility to meet the
evolving needs of the client.
For this reason, it is imperative
that we invest resources in the
processes and architecture
that will most favor constant recreation and industry evolution.
provide us with a competitive
advantage that outlasts our
lifetime. And it can be done!
The process and rigor brought
by Sir James Murray to the
editing of OED outlived him and
continues to be used even to
this day, almost 150 years later.
‘It is very impressive… the progress you have made in the last 18 – 19
days is phenomenal…’
– Calgary Humane Society
The next release is fast approaching, and will contain
some exciting improvements to ShelterLynx, QuickSearch,
AutoMatch™, and Lost & Found.
The Client Care Team has re-equipped with the Client
Relationship Managment software ‘Maximizer’. This software
will now be used to track, schedule, and implement PetLynx
OVMA conference draw prizes were well received: “I would
like to thank you again very much for this wonderful prize. I am
also very happy that the Lanark Animal Welfare Society will be well
connected now. Well done!” •
– Dr. Susan Vetrovsky
InfoStream is a publication of PetLynx™ Corporation
Copyright © PetLynx™ Corporation 2002 - 2004
Our PetLynx team is striving
towards this lofty goal while
delivering adequate evidence
of a proﬁtable business model
and the wise investment of our
resources each day. You will
acknowledge this is the way
we must progress this project!•
Distributed to clients, vendors, staff and shareholders
of PetLynx™ Corporation
Subscriptions are provided at no charge.
Please contact the editor at [email protected]
Comments and opinions expressed in this
publication are not necessary those of
Information may only be extracted/duplicated
with written permission from the editor.
Larry R. Evans
Elizabeth A. Carey