Question please help... Aquarium Service, calculating... gross revenue, net...  7/6/08
Ok I've been in the Aquarium cleaning business for about 10 yr now, and it's time for me to expand. I also worked in the Pet industry for about 13 yrs as head of fish department between 2 small franchise pet stores. At first I was cleaning aquariums in my spare time until I finished school and went full time for the last 3 yrs. I have about 40 clients, mostly commercial,
<A good number, kind>
and working out of my home.
<Good... keeps expenses down>
So overall I'm very familiar with the industry, but the question I have is finding a median to potential gross income for my business plan. I've search for sometime, and I see that so many companies operate so differently. Now the area I'm in there is very few competition, it's about 6 companies total in my part of VA including myself. I've been playing with this figures for a while now, and can't come to a conclusion. I don't know what is realistic for a yearly gross sales in service.
<Six figures is a good round number>
I can figure what I need as far as expenses, advertisement, and etc. Please help if you have a national average or formula so I can complete this plan.
<Don't have... don't know that there ever has been such figures, data>
Ok I give you an example, my fix expense according to my plan is about 9k per month, and my break even analysis came in around 220 K per year.
<Wow!>
I don't know if that is realistic or not, I see some companies that gross more / less than that figure, but they design and make aquariums as well. I know in the Pet store industry you can figure out the sales forecast by $200 -$250 per square foot of retail space.
<Yes... a good minimum nowadays>
What about the aquarium service business, how can I figure a ideal sale forecast or gross income from service?
Thank you
<Can be calculated by your desires... that is what you hope to make gross and net... and figured backwards by the hour... Or calc.ed by going forward with what you charge per hour... counting or discounting travel time, shopping... admin... If you don't already figure these in already...>
I'm tire of working out of my home, I want a warehouse to work out of and ready for financing to get the ball rolling. I know what needed to get setup, and how to execute the plan, but trying to predict what I can actually make is unknown. I know I'm really getting out there and it time for me take action.
<A big step... May entail having to hire other/s... Do you have an operations manual in place? Perhaps a partner who has a strong operational side would suit you... Bob Fenner>

Starting a new ornamental aquatics svc. biz... approaches  - 06/08/2007
hello, long time reader 1st time typer. well to give you a short story, I have 3 tanks. 1 guppy breeder tank on the way. 55gl fish tank fresh water, 40gl saltwater FO. and a 20gl reef tank with corals. want to start up a prorogation tank, and I also want to build a pond in my yard, (just got a house) and Ill be putting a fish tank probably 55gl at my pizza shop that I own. ( just a small pizza shop)
<Yummy!>
But my Question is how would I go about starting a aquarium maintenances business. and also work on ponds. (cleaning and stocking) wondering how much ins. would cost.. the city I would working in has a population of 65,000 and a few miles away there is 2 other towns of 20,000 total. there is only one other business that does what I would like to do, they also design and build aquariums. hear is the competitions web site http://www.newwaveaquaria.com/ the funny thing is the owners live some what by me. ...
<Best to start... at the beginning... start to apply for a fictitious name stmt., business license, URL for the company's website... generate a presentation to post, take on the road analog to show potential customers... with pricing... for what you offer. Make a business and marketing plan... with demographics, who your potential customer is... And you have read: http://wetwebmedia.com/AqBizSubWebIndex/Biz%20Index/Biz%20index.htm
my take off on Musashi's "Book of Five Rings"... the five critical elements of business: location, finance, personnel, set-up and stocking... any one of which if it's deficient can be crippling... Much to consider. Bob Fenner>

Service Maintenance Contract Help -02/25/08
I started a small mom and pop Saltwater exclusive LFS in May of 2007. I have regular walk-in hours and regular by appointment hours. Basically if we are not at the airport picking up live-stock or out doing service contracts we are open.
<nice>
I have recently landed a nice contract for a high-end computerized saltwater reef system, which will be in the children's section at a County Library. I have searched the web looking for a draft of a Service Contract and have not found one. Do you have one or know where I could find one? I would like to use the verbiage as a basis to create something more professional for my store?
<I would strongly suggest you consult a lawyer to help you draft a general/standard service contract for all your customers which you can tweak to customize for each job/person. But if you'd rather do it yourself, please do consult some of the "writing your own contracts" books and/or guides on the web. Some sources even sell generic service contracts you can work with.>
I have tried searching the web site, and it keeps showing this, but I can't find that section:
SvcCoFAQs
Not having ever seen an aquarium install/service contract (do you know where I could take a long at an example?), I've come up with the following ...
www.wetwebmedia.com/AqBizSubWebIndex/svccofaqs.htm
Thank you,
Cathy
<Best,
Sara M.>

Fish Death...What's Normal/Acceptable ? -11/27/2007
Hey Howdy Bob !!
Scott from Blue Marlin again...
<Hello Scott!>
I have a question for you and all the other crew members. What is considered normal or acceptable for the rate of fish death?
<... Mmmm, a bunch to state here... Some for sure... not too much, for economic consideration... And variable, by species, size, source/location... a few percent...>
I know that that question is pretty loaded and depends on many variables, however, I take every fish death that any one of my client tanks may have very personally and have spent many sleepless nights thinking/worrying about what I did wrong...
<Mmm... we should chat here... A very important "point", bench-mark in ones time on the planet in determining (by action) in their life what is ones domain, what is beyond... and delineating personally between these two... "Grant unto Caesar...">
to the point that I want to give up on my business.
<Mmmmm, again...>
I spend weeks or months quarantining all new fish, agonize over water quality and go to ends of the earth to educate my clients on proper feeding techniques and things to look for before there is a death. But much to my chagrin, there are still fish that die for what appears to be no good reason.
<Correct... and I assure you this would be the case if I, my other advanced aquarist friends, public aquariums... anyone were in the same position. Many aquatic organisms do "simply" die... mysteriously. A good deal can be understood from the point of view of their general "reproductive strategy" in space and time... the production of a maximal number of sex products, juveniles... and the long "neotenous periods" of much of the life under the sea... even vertebrates... They're just not "ready for prime time"... and their world/s are fraught with many and changeable challenges... Hence many do "just" die... w/o apparent cause... NOT to be taken personally. Do your best, keep learning... and press on... IF possible/practical, practice ameliorative activities... like writing/sharing your experiences... for fish mag.s, BBs, local fish clubs...>
I've been in the hobby since I was 13 and have been doing it professionally for the past 8 years. Im pretty sure I already know the answer to this issue, but is it possible to have 100% of all new stock survive? Or is that a pipe dream that is just not attainable?
<The latter my friend. Won't happen... we're mere people working in a/the real world, not Mohamed/Buddha/Jesus...>
I go to all my LFS and see sick or dying fish all the time and think to myself that there is no way that I would ever let that happen.
<IS the nature of the beast/business... much is done in this world that is a matter of "economic expedience", apathy, ignorance... Witness the invasion of sovereign nations, oppression and heedless murder of civilians...>
However, I also think that it is inevitable that a certain percentage of fish just don't survive being taken out of the ocean and crammed in a box full of water.
Waiting sleeplessly for your input.
--
Scott C. Wirtz
Owner
<Further Scott... come out and go diving, visiting with me... We'll chat and you can hope to gain perspective... at least share mine. Cheers, Bob Fenner>

Regarding my new business, svc.   11/13/07
Hi Bob, I talked to you briefly through WetWebMedia emails I was writing to you in regards to my 90 gallon reef. I was helping a friend with his business, and thinking of starting my own. If you don't remember, I designed the 90 gallon reef with the black upholstered Egyptian stand. My fiancé and I have finally made it to the coast, we now live in Arroyo Grande on the central coast in California as of last Friday. I have searched all over and I have yet to find a fish shop here, or a service company.
<Mmm, is there a reason... population, demographics of income, age...?>
I have seen several tanks in need of some TLC, and decided it was finally time to get the ball rolling on my company. I remember you telling me to let you know when I was ready so we could discuss the business and how to start it right. I have a name set up and approved by the Secretary of State (now registered) Exotic Aquascapes is the name. I have a resale permit now as well. <Good>What I am going for with the business is aquarium design, set up, and maintenance. Ultimately I would like to handle the projects from thought to completion, making it as easy as possible for the folks purchasing the aquariums. As far as client base I was thinking of hotels, restaurants, businesses, doctors offices, gyms, vacation rentals, and private homes. Cleopatra's pearl as I call it (my 90 gallon "Egyptian themed" reef) is all set up and looking beautiful we got some great shots of it for a brochure and website. I've spent my whole life working with art, design, and aquariums. In fact when I was born and brought home from the hospital my parents set my play-pen up in front of an aquarium and my love for water and fish grew from there. At one point I had 9 tanks at home all running and all different. I bred discus for a while, I had a breeding pair of Zebra Plecos, and kept many of the L numbers. I grew up in the back of my fathers graphic art studio in the central valley learning a lot as I spent time there. I have the ability to do full color renderings of the aquariums I design so the folks doing business with me can get a sneak peak so to speak. I have tools and service equipment to work on maintenance projects and I have been teaching my fiancé how to do a lot of the basic stuff as well as having her read your books, as well as Anthony's books and several other great publications. I have 30 books in all on aquarium maintenance, design, and animal selection and husbandry. I also picked up a microscope (one you recommended, and a copy of fish disease, diagnosis and treatment. Those last two have been incredibly enlightening. I am set up with SDC for the livestock, as well as Underwater World, I do want to check out Quality Marine though.
<All good companies>
I got very lucky and met a girl that wishes to work with me (she loves it almost as much as I do) and I have a wonderful family that is very supportive. I would greatly appreciate your input on this endeavor. Thank you so much for your time, and efforts you are truly making a difference, Brian Crenshaw
<All sounds very promising up front... Now... what about your business background? Have you formulated, formalized a business plan? And, I strongly encourage your generating marketing a plan... and a guess at a spreadsheet of likely income/expenses... monthly... for a couple of years... for you to gain an understanding of what your costs likely will be, and something to check back on... modify with time. And, we'll be chatting, Cheers, BobF>
 

Aquarium pet business 10/22/07 Hello to all, <Howdy Al> I would like to ask Bob Fenner a question. <... okay> I am just beginning to market an aquarium sales, service, and leasing company; along with this endeavor I am going to offer products for sale on my website, with the ultimate goal of opening a brick and mortar store within the year. <Wowzah! I do hope you're organized, focused... don't have much else of anything going on otherwise!> I have insurance for the business and am currently setting up an agreement with a drop shipper whom I trust. I am interested in the knowing best way to market such a business and more importantly How would I create payments for leasing and renting; <A bunch to state... the first biz (s, s, and l let's say) is likely best pursued by a blitzkrieg approach... Asking "friendly" LFS's to plug you for installs they don't do (for a commission), visiting with likely prospects (businesses with tanks already, medical buildings, restaurants... in person... with a brochure, business card attached, a portfolio to share... with stated pricing... Seeing if there are extant service companies in your geographic area that might sell...> should this price include service, <Yes> moreover should I stipulate that I should be the only person authorized to service the tank due to the fact that I will be responsible for all of the livestock, leaks, etc. <I would NOT do this... lest you find that you are hiring someone else... and there are troubles> My local area is the Bronx and Westchester in New York. I was wondering if you could also tell me about any areas where I could network such as expos or some club or organization where fish and reef people would generally meet. <Mmm, I would NOT count on folks in the hobby to be of much help in your business endeavours... Your customer base and they will be entirely distinct...> I will not be doing this as a side job or to pay for my hobby this will be a legitimate business with profit in mind. Al <Have you worked in the trade before? I STRONGLY encourage you to do so... Perhaps concurrent with these other aspects... The drop shipped drygoods business will not grant you sufficient margin to compete with the large, well-established etailers in our trade. I would not waste your efforts there. Unless and until you can develop direct relations (as a distributor let's say) with some new, novel lines... I would stay out of that arena. Bob Fenner> Re: aquarium pet business... service, charging  10/22/07 Hello Again, Thank you for your prompt and informative response. There was one topic which you did not touch base on. If I may; I would like to repeat the question. How would I go about calculating lease and rental payments? Example tank costs $1000.00 on a 6 month lease. Sincerely AL <There are three general ways to come up with such a pricing structure: 1) What the market will bear, 2) Relative to what others charge, and 3) A calculated mark-up for goods, tools and materials and your time (on site, administrative and transit)... Does this make sense? BobF> Re: aquarium pet business 10/23/07 Hi Bob, Sorry to be a bother but I am still unclear on the subject. Yes. pricing is both subjective and objective That part I get. I was looking for a hard line formula for depreciation of an asset which you might use for a small asset class like an Aquarium which is generally lower in cost and there for would naturally have shorter lease terms. <To this more specific criteria set, I would fully depreciate ("expense") something a thou or less in a year... over twelve payments... Thousands of dollars I'd extend over a few years... but never more than five; sixty payments> When trying to use the same formulas lets say for a car or some type of heavy construction equipment the lease premium is too small. Somewhere around $7.50 on a $1000 aquarium per month for 12 months with a 100 buyout. maybe I am looking for something that's not there; at this rate it would not pay to offer leases unless you lock in for the service contract as well. Thank you AL <I see. Welcome. Bob Fenner, who has indeed, "been here, done this">

One More Question on the Ridiculously Large Aquarium Maintenance 8/10/07
We're getting very close to sealing the deal with the 5,000 gallon, which now sounds closer to 10,000 gallons, client. The aquarium pricing and service pricing sounds good to them, now that we've agreed to charge by the hour, but I'm wondering if there's an "industry standard" for maintenance contracts.
<Not that I've seen, am aware of... Have knowledge of some folks in the west charging as little as fifteen dollars per hour (way too cheap) in some settings... others up to a hundred for consulting, about half this for actual work...>
Obviously maintenance on a 75 gallon will not make or break any company, but our business will depend quite heavily on the maintenance of this aquarium. I'd hate to see some "dork" off the street come in and undercut us for a couple reasons. A) Nobody wants to lose any business, especially one of this magnitude, B) This aquarium would be in a high-traffic, very-public place, and we'll be promoting this aquarium because it will be a great project for our "portfolio". If somebody comes in and offers to do it for less money and the tank goes "down the toilet", I don't want anybody thinking that we're responsible.
<Mmm... this scenario won't happen, I assure you. An entity that would invest in such a system is concurrently smart enough to realize what can/could happen here... No worries. Just do a good job and charge fairly for it, consistently>
We haven't ever offered/required a service contract (although it might be something to look into for even smaller tanks, with an incentive to the customer),
<I would do this... Very important for a few reasons... For one, to show that you're a "real" company... Two, to provide for continuity, for you and your customers... and Three, to show "others" (e.g. banks) should you want/need to display your "realness">
but I really think this something I'd like to do this time. Any idea what others are doing? Ideally, I'd like to ask for 3 years, but I may be expecting waaaay to much.
<We just had annuals>
I just need to know what others are getting. Any suggestions?
<Twelve deep breaths, regular walks... and a visit out to S. Cal., elsewhere w/ me/us to do a bit of dive adventure travel once a quarter... where we can chat such issues over, you can refresh, renew your purpose, direction... and relax. Bob Fenner>

Come get my fish. Looking for aquarium removal svc.    8/6/07
Good morning and thank you for this wonderful service. I have had an aquarium for 15 years (started as a gift for my kids who are now grown) and enjoyed the experience. About five years ago, we decided not to purchase any more fish and to take care of the fish we had and let nature take its course. I now have two fish left, two very large rainbow sharks that I estimate are about 8 years old. This morning my tank started to leak, and I don't want to establish a new tank. Do you know of a service that will come to our home, take the fish, and break down the tank? One fish needs special attention because he has a lesion below his mouth. I just don't know what to do. Thank you for any advice you can provide. Jeanne Pearlman
<Hello Jeanne. Nope, I've not heard of anything that provides this service. Possibly the best thing to do is call the local animal rescue or aquarium club and ask for help. At least here in the UK there are several "good Samaritan" fish rescuers who will re-home fish for a nominal cost. Otherwise, call your local aquarium shop and see if they'll take in the fish and re-home them. Failing that, call the kids and tell 'em to come get their fish. Once you've re-homed the fish, breaking down the tank and disposing of it shouldn't be difficult. If the heater, filter, etc. are in working order, consider donating to charity so others can enjoy them. Cheers, Neale>

Rent-to -Own Aquariums.   7/30/07
Hello WWM Crew,
<Myk>
I like to check the Biz FAQs regularly and I noticed a post regarding rent-to-own aquarium systems. As most are right now I would imagine, business is a bit slow for my aquarium service company.
<Some areas definitely so... Though other regions, segments (rich folks et al.) are booming>
I like the idea of the rent-to-own and was wondering if you could offer some guidance on approaching this. I have never done something like this before and have no idea how to go about it. Is it best to come up with a standard set up and offer it for a rental price over the course of a year? Should the system be marked up for a profit beyond the service contract? Any information that you could pass would be greatly appreciated.
Thank You,
Myk.
www.AquaticCreationsOnline.com
<Well... can be another possible "in" to sales... And our old service Co. did try this for a few years... For our parts we found that only the commercial side was interested in such (some restaurants for ornamental rigs, but quite a few seafood holding systems...). The long and short of it/this is/was that it was not profitable for us compared with outright sales or simple leasing... We might have had ten such deals and two of them if memory serves went sideways... One with the system being damaged beyond economic repair, the other with the folks disappearing altogether! Better to further your efforts in expanding into other markets geographically, or expanding into ponds, planted tanks... IMO/E. Bob Fenner>

Re: Rent-to -Own Aquariums.  7/31/07
Hi Bob,
<Myk>
Thank you very much as always for your help.
<Welcome>
It sounds to me that it would be a safer approach to try to stick with commercial with the rent-to-own plan. You also bring up a good point about the seafood systems that I hadn't thought of and will explore this more.
<Ahh!>
I appreciate your time, have a great day.
Myk.
<Glad to help you. BobF>

Looking for info to start a service Co.  7/28/07
Bob,
<Frank>
I've seen your name all over the internet. Seems logical to ask you, do you have a book for the aquarium service business?
<Mmm, no... have our old service manual/Ops. manual... and bits, pieces of  articles, responses to queries re the svc. side posted on WetWebMedia.com's Aquatics Business SubWeb for alls' perusal though>
I find myself wanting to start an Aquarium Service Company. I have great knowledge regarding both salt, reef and fresh care and maintenance about 30 years. I'm sure there are ins & outs about the business that I could learn about to make travels down the road to Fish Geeky-ness less bumpy.
<The knowledge/skills you possess currently are absolutely requisite... AS is business know-how... and a/the personality, drive/ambition to pursue such a vocation>
I have been in the hobby for too many years but I know there is always something I can learn.
<I as well my friend. Bob Fenner>
Frank

Re: Looking for info to start a service Co.  7/29/07
Bob
Thanks for your response. I have reviewed most of your articles on WetWebMedia.com, excellent they have helped me to better understand the industry.
<Ah, good>
Is your service/Operational Manual available?
<Actually, don't know... is in an old word-processing format that haven't tried to convert for years... and am out of town in HI for a month>
Do you have any experience with Fresh Water Service and/or the 75% water change complete on each service which is noted on some service company web sites.
<Have considerable exp.; but don't suggest such changes UNLESS you're  hauling/bringing your own water... Some folks do>
Again thank you for your help.
Frank Zoche
<Welcome. BobF>

New <actually...> biz idea, "Tanks (Love) For Sale..." TV ads ineffectiveness   7/7/07
My name is Joseph and I am from SF Bay Area California. I have a business idea I want to run by you guys.
<Okay>
I want to start a Rent-to-Own aquarium business. Targeting the mid income public.
<Good idea... we did this for almost two decades>
Using Television commercial.
<Mmmm, not likely at all to be "cost-benefit useful">
Full service hands free packages, I know the rent to own business and I was into the hobby for about 5 years. I know how addictive and gratifying it can be. I also know the work and responsibility. I feel I can offer the plusses of the hobby without the hard messy stuff.
Has anyone tried this?
<A few folks, companies over the years, yes>
I cant find any businesses like this and have never seen anything like it. Especially advertised on TV.
<Our trade, ornamental aquatics, HAS used this medium (mainly Tetra's (under Ulrich Baensch and WLA's stewardship) co-op ad programs years back... But, as stated, there's not enough 'catch per unit effort' to warrant such expense... Perhaps targeted ads in the local mag.s for home improvement... Attending professional trade shows... Placements in kiosks of sorts in large shopping malls with the demography of population you perceive your customer base to be made of... We/Nature Etc. Inc. used these last three to economic advantage... Bob Fenner>
Thanks for your time,
Joseph

Large Scale Aquarium Systems - 06/27/07
Hello Bob,
<Brian>
I am always anticipating what seems to be the next level or natural progression of where my business is going (so I think).
<You are wise here, twice, perhaps thrice>
It seems that it is only a matter of time before I am given the opportunity to either design, install or maintain (preferably) a "Large Scale" aquarium system. To me a "Large Scale System" would be defined as 1,000 gallons or greater, salt or freshwater and usually for public display (restaurants, zoos, science centers etc.) With my experience up to this point being aquarium systems (primarily saltwater, and specifically saltwater reef) up to 800 gallons or less, how does one transition into the business of these systems.
<Accept the task at hand, think/cogitate (maybe furiously), and get on with it... Akin to food recipes, a good deal of what is done is scalable>
I would think that the most ideal method is to apprentice with a company or organization already dealing with these systems?
<Could be>
I do not want to lessen the magnitude of these systems by thinking that they are very similar to smaller, < 1,000 gallon systems, with the only difference being a matter of scale in filter sizes, plumbing sizes, lighting etc., but I wonder if that is indeed a lot of the difference?
<In all actuality, not really>
I am also in the water garden arena and I have built and managed systems of up to 40,000 gallons. However, I know that these are open systems, and treated very differently from closed/aquarium systems. Your expert input would be greatly appreciated!
Sincerely,
Brian Dahle
www.fishmanservices.com
<Mmm, is there a given aspect you'd like to discuss? I do agree that lake mgmt. is different than small volumes... harder, longer-term, less-expensive means of "turning" (like navigating a large ship with a small rudder)... but in practical consideration, there is not much difference between a hundred gallon fish tank and a thousand gallons... or ten times this amount. Cheers, Bob Fenner>

Ridiculously Large Aquarium Maintenance – 06/27/07
Hello again,
We've been going back and forth with a client that could potentially end up getting an aquarium for a retail place that is as large as 5,000 gallons.
We've been doing a lot of research on different filtering methods and are ready to give them the quote, but I'm a little stumped on what to charge for maintenance. Our standard maintenance charge per visit for "reasonable" (we've never done anything "unreasonable") aquariums is $25 minimum + $.50/gallon.
This would be for one monthly visit.
If it's 2 times per month, we give a 10%
discount per visit, and if it's every week, we give a 15% discount per visit.
While this has worked well and has been worth our while thus far, using the same formula for this aquarium would end up at $2,125 per weekly visit. I've read you recommending that charging "hourly" is a great way to go, but I'm just not sure how we quote something like that.
<Mmm, figure what your time is worth... to yourself, your customer base... calculate or add in time for transit, gathering supplies... and this is about what you charge. Our service rate was $35 per hour... but this was in the early nineties...>
I'd love to just call someone with experience and see how much they charge for something close to this size, but I'm thinking that the maintenance people might view me as competition. I'm not trying to be greedy and see how much I "could" charge, but I'd love to have a reference and be reasonable. Any insight on this?
<Mmm, I'd charge the folks $200 dollars a visit, plus retail on livestock, drygoods... and see how this works for a year. Bob Fenner>

Re: Ridiculously Large Aquarium Maintenance – 06/28/07
That sounds very reasonable. Thanks for the advice.
<Welcome my friend (and fellow industry professional)... And to be clear, I don't sense or want to be mistaken for proffering "advice", but only respond with what I would do given my background and the information presented. Cheers, BobF>

Before I Mail These Out... Service, etailing promotion... FWIW/Alternatives   - 05/01/07
First of all, thanks for the response on my last marketing question.  I've decided to start marketing my saltwater-only store by using direct mail to get my tri-fold brochures (very colorful of course) out to the customers with the greatest potential.
<Good idea>
Please stop me if something doesn't sound right, and/or if you have anything that I'm missing.  In hopes of boosting immediate sales (and possibly service accounts), I'm considering on targeting the following:
-Doctors, Physicians, Hospitals, etc.
-Dentists, Orthodontists, Oral Surgeons, etc.
-Lawyers(?), people with "disposable" income, etc.
<A good target audience>
I wish I could find a list of "The most likely places to see an aquarium", but my search fell short, so I'm going on assumption only.  In the smaller towns of Michigan, saltwater aquariums are scarce, so I don't see first hand where the aquariums should be.  Please let me know if there are any obvious ones I'm missing.
<Mmm... well... do think there is more "bang for the buck" to be had by building your site... having time go by... offering "bonuses" to your existing customers for their help... tie-in sales>
In addition to boosting immediate sales, I also want to build relationship with other businesses, in order to generate some future sales.  I want to reach the following business, just to let them know there is someone in the area with the expertise, and so they keep us in mind if any requests came from clients and/or if they just want to put an over-the-top aquarium into a new project:
-Architects
-Builders
-Engineers
-Contractors
-Interior Designers/Decorators  
<Good thinking...>
I guess I'm not sure who is the most responsible for putting an aquarium into a design/project, but I'm guessing that most of the businesses I listed would influence the decision in some way.  Again, let me know if you'd make any changes to my list of "future business" targets.
<Not targets... but the means stated... is expensive, and don't think the ROE (return on effort) will be there>
I'd just hate to miss out on an enormous aquarium installation, just because a builder didn't know we existed.  I wanted to run these by you and get your thoughts before I "pull the trigger".  
Thanks again Bob!
<Welcome... Am back in San Diego, and sending out billings today. If you folks want to stay on WWM, do make a payment today, or we'll be dropping you. BobF>

Partnerships with local establishments... Where pond service and retail cooperate to all's benefit     1/14/07
Hello Bob,
<Hey there Brian!>
Your passion for this industry is infectious to say the least! Thank you for sharing all your experience and resources, a true well spring and boon for us all! I have been operating an aquarium and water garden design, installation and maintenance business, out of my home, for several years now.
<... and I did the same as you are likely aware>
I was thinking about going retail, but have diverted
that thought to partnering with local retailers and offering my services to them. So far so GOOD!
<Yes... and retail is really hard... Harder than stand-up comedy IME!>
I have been in concert with two retailers, a garden shop for the water garden business and an aquarium shop for both the water garden and aquarium business (I am providing my aquarium maintenance service to their customers). My problem is that I am having some difficulty getting these wonderful establishments to carry the water garden parts and pieces. They love the enhancement the water garden display brings to their establishments, aesthetics and all, but are not willing to take the next step and start stocking the drygoods.  
<Mmm... this will likely come... with growth of both your and their businesses... in the warming months... this season or next...>
I have entertained the thought of occupying some floor space, maybe on a rent basis and put my money where my mouth is and carry the items for retailing purposes.
<Mmm>
This is where it gets sticky. There are all kinds of issues that run across my mind with this proposal. Commission on sales, keeping track of sales, cost to me for floor space, having an individual staff my space, etc. . I am trying to have a great access point to send my current and future customers to, so they can have a nice "retail" experience and hopefully round out my  "fullserviceness".   What are your thoughts on this matter. Is it a bad proposition for my current business model, which is to be a full service, service company?
<Well... for one, kudos on your apparent drive, ambition... and direction... When do you sleep? And... secondly... I would not go the renting space, providing drygoods route here... Too likely to be real troubles with jealousy twixt all the other outlets... and as you state, not easy to monitor your/their inventory... I myself encourage your ongoing efforts at encouraging the stores to stock more... and make offers to help them with presentation/s... Like free in-store pitches on water garden design, installation... stocking, maintenance... Perhaps an offer to build, place a small sample pond (we used to have Tetra 32 mil liners on sort of "Lincoln Log" emplacements in our retail shops... Maybe to help them plan an end-cap display with pond-oriented merchandise... Foods, water treatments... to a few pumps (like the Luft) filters, large nets... for the "pond season"... You can even look for some help with all this with some of the larger manufacturers and distributors...>
Will it somehow start conflicting with my current loose "partnering" situation with these establishments, and maybe create a future strain?
<Yes... I think this is too much a possibility>
Your sage advice would be much appreciated!
Brian Dahle
The Fishman Aquarium and Water Garden Services
www.fishmanservices.com
<Remember... persistence pays... Hope to meet you on the pet-fish high and by-ways. Bob Fenner>

Aquarium Service Insurance  8/25/06
Hi,
<Hello there>
I am starting an aquarium service business out of my home.
<Ahh, congrats!>
  I have and a very difficult time finding liability insurance that will cover my business.
<Mmm... a bunch to state, relate here... for now it might be best for you to chat with your present Insurance co., agent, ask re extending the current policy, perhaps getting a "tool rider" to cover your business... If you're the only "employee" you may not need other ins. (e.g. "Worker's Comp.")>
  Can you or anyone on the message board tell me where you are getting insurance?  I can be reached at: AquatiClear@mac.com  I would really appreciate any help I can get.
Thanks,
Ken,
AquatiClear@mac.com  
<I will ask Steve Pro, Jim Stime... folks I know in the industry to chime in here. Bob Fenner>

Re: Aquarium Service Insurance  8/25/06
Hello Ken,
UGH, insurance. Much to my frustration I seem to have to go looking for this every couple of years as either the broker no longer carries this type of policy or the insurance company no longer writes that type of policy. Here in Los Angeles I am aware of two insurance companies who offer this type of insurance, The Hartford offers a 'pet grooming' policy which is inexpensive ( $500 / year ) but is not really comprehensive enough for us aquarium service guys and Golden Eagle which is much more expensive ( $1500+ / year ) but is more specific to our business. The trick is finding a broker who will take the time to understand your needs so you obtain the correct policy.
My current policy covers my three businesses for $1,000.000 plus $20,000 worth of inventory at my home and cost me $2,000 per year. As much as I do not enjoy writing the big check I do feel that this policy covers me appropriately.
Jim Stime, Jr.
Resplendent Group
Aquarium Design www.aquarium-design.com
MyFishTank.com www.myfishtank.com
Midwater Systems www.jelliquarium.com
Centropyge.Net www.centropyge.net
MACNA X www.masla.com/macnax.html
<Thanks Jim... see you later next month! BobF>

Aq. Svc. No Show Policy   8/21/06
Hello WWM Crew,
<Myk>
I have a quick question for you about a policy for my aquarium service business.  What would you recommend for a no show policy?
<Ours was to charge for a/the service call... And charge for a special visit if they wanted one before the next scheduled>
  In other words, when the serviceperson arrives at the clients location and there is nobody home.  I am trying to come up with a policy that is fair since local clients are little more than a scheduling hassle in the event of a no show.
<Mmm, perhaps a "call before and secure appointment" policy for such clients?>
  On the other hand, we do have some clients that are about an hour plus drive away and the time consumed for a no show in this case with the added problem of fuel cost is a big concern for me.  I would be very grateful for any advice.
Thank You,
Michael P. Gillespie
Aquatic Creations LLC.
<We factored in all time... to gather tools, materials, transit to/from in our service charges per customer. Bob Fenner>

Re: No Show Policy   8/21/06
Dear Mr. Fenner,
   <Michael>
  Thank you very much for your response, I will certainly be adjusting my policy!   
   <Glad to share... I "did this" for nineteen years, full-time... as you can likely grasp from reading the postings re the service industry posted on WWM. Cheers, Bob Fenner>
  Best Regards,
  Michael P. Gillespie
  Aquatic Creations LLC.

Aquarium Service and Equipment <help> needed!?   5/23/06
Hi Bob!
<Michael>
I have only recently found your website and articles. Very Nice! I have been in the Hobby for about 10 years now and am looking to get into the service business.
<Did this myself for many years>
I have talked to the few fish stores we have in our area and it seems there is a need for someone to set-up and maintain aquariums. So why not me!!=)
<If this is what you desire>
Pricing has been my biggest problem (difficult to know how your services cost) but I am starting to figure it all out!
<Mmm, three ways to go about this... 1) What you might charge per hour (likely about $35 per in most markets), 2) What others are charging for similar work (perhaps looking at a "rate sheet" of your competitors, and 3) What the market will bear... Whatever system you set upon, I would make it/this "fair, reasonable and consistent"... and per WWM's articles, in written contractual form to/with all your customers>
My next question goes into equipment and how other people do it.
<...? Need a truck or other vehicle... the tools of the trade...>
The way I want to service an aquarium is to bring in a nice filter system in with me, what I call and "service filter" I have seen one on the net once but cannot find it again.
<Can buy or build a "skid unit" likely from a (swimming) pool supply place... but these are bulky, messy... If anything like this I would invest in a few (Vortex Products) Diatom Filters... haul these about "charged", dump, sterilize at the end of the day>
But I would start my service by hooking the filter up to the tank I am servicing and just let it run while I siphon gravel and just clean the tank. And keep it going until the tank is done. Does this sound like a good idea?
<Mmm, yes>
Have you heard of other people doing this?
<Oh yes>
I want a filter that has the ability to cycle through the water maybe twice while I am there.
I know I will need the basics (buckets, nets, etc.) do you have any advice of other equipment that someone just starting not think of?
<Yes... this is posted on our business SubWeb: http://wetwebmedia.com/AqBizSubWebIndex/Biz%20Index/Biz%20index.htm>
Thanks for your help in advance!
Michael
<Do study, keep good notes... You will know what is required, how you'll proceed soon. Bob Fenner>

Building Aq. Service Clientele
Dear WWM Crew,
<Michael>
I own an aquarium service business in NH and I am hoping that you could  give me some guidance or just point me in the right direction in regards to building up a client base.
<Likely so>
I formed my LLC in the middle of January of this year and over the past few months I have tried many different ways to try to find customers.  I have listings in a few of the more popular local yellow pages, in most cases my business is the only listing.
<Mmm, maybe reasons for this...>
I have tried sending out information  packages in a targeted fashion where I call the business ahead of time to see if  they would be interested in receiving the package.  When I call I always  try to get the name of a contact person to send it to and then a week or so  after sending the package I do a follow up call to see if they have any  questions.  
<Good technique>
My web site is listed on some of the aquarium business link  sites that I have found to come up when a search is done for "aquarium service"  or other related searches.  I plan to build some of what I call Ad Display  Systems, which I will set up and maintain for free at some pertinent local  businesses like furniture stores or banks for example.
<Good promo>
With these  systems all I will ask is that I am allowed to place a small table next to the  aquarium with business cards and brochures.   
So far my efforts have been relatively fruitless, the yellow page ad has produced a call for freshwater crabs, and the information packages have produced one dentist office that already has an aquarium that wants only water changes done.  I feel as though I am missing something and that all the time and money I've spent so far has been a waste.
<Is there much existing demand in the area? Are there other folks doing what you do?>
I think that the Ad Display  Systems will be the most likely to produce for me, but this will be pricey and  at this point I'm afraid to spend more money.
<And take a long while to pay off>
Is there something else that's more cost effective or I should say  effective at all that I am not doing?
<... Perhaps a few things. One definitely is regularly visiting, perhaps working at the local fish stores. Particularly ones that do larger, "designer" installs.>
I have this strange feeling that I  am charging in the wrong direction.  If you have any suggestions on a  better way or if there are any links to information that you could guide me to,  it would be very much appreciated.  And as always, I thank you for such a  fantastic, informative resource.
Thank You,
Michael.
<Much to say Michael... You likely need "exposure"... I would sign up, exhibit in "Home Fairs", "Garden Shows" in your area... expand your services to include pond, even fountain services... Do consider some work at a LFS you admire... very illuminating... and will likely lead to accounts. Bob Fenner>

Aq. Svc. Biz    4/6/06
Hey Bob,
My names Ben, I recently finished school, and I have been working at an aquarium for the last two years, and I am passionate about the hobby.
<Good to find this/these early on>
I have decided to take my passion to the next level, and as of the 10th of April I will start my aquarium maintenance service. I am wanting to also service ponds as well as aquariums,
<Good>
but i am not as experienced in ponds, so am reading up as much as i can!! I purchased the Aqua Serve Info pack last year, when the idea first came to me, and its been great!! Thanks heaps!! If you have any advice or tips, or even words of encouragement!! It would be MOST appreciated!!!
Kind Regards
Ben Egan
<Mmm, have a read and reflection here: http://wetwebmedia.com/AqBizSubWebIndex/Biz%20Index/Biz%20index.htm
Much to consider... Go over my "Five Critical Elements"... develop a business, marketing plan... do this... on paper now... and it will help guide, keep you on track. Bob Fenner>

Aquarium maintenance business  2/3/06
I am trying to start a part-time aquarium maintenance business, specializing in freshwater fish and live plants. There are several larger maintenance business in the Chicago area, but most specialize in marine aquariums, and much larger tanks than I plan to service.
   <Okay>
  The type of customers I have in mind are businesses, such as restaurants, hotel lobbies, doctor and dentist offices, hospitals, etc. I would not be opposed to aquariums in private homes, but would prefer public locations. My options would be maintaining existing set-ups, or selling or leasing new set-ups.
   <Did this for 19 years in S. Cal...>
  What advice can you give me for getting started, how to market the business, what rates to charge, selling vs. leasing equipment, growing my own plants or purchasing them, etc.?
     Thanks in advance,
     Jim
<Ahh... please read, starting here: http://wetwebmedia.com/AqBizSubWebIndex/Biz%20Index/Biz%20index.htm
Have you worked in the trade before? I would... for retail and service companies... before committing yourself exclusively. Bob Fenner>

Thanks and a favor 11/2/05
Hi Bob. First thanks for the post a couple months back about our new retail store in Tulsa and employment. We received several calls/emails about jobs for fishgeeks. I finally got our new web site up and would really appreciate it if you could give a section of it 30 minutes of your time. You may not remember me [If I said this in my last email to you sorry to waste your time] but we met on a couple of occasions during my employment as sales manager of Seachem and Sera.
<Do recall>
I have been in this hobby and industry for 20 years and have written lots of stuff I never exposed to anyone other than my Dell. 
<A shame... perhaps not too late...>
The last 5 years of my life was in Atlanta running a service / custom aquarium business. I finally put thoughts, theories, ideas [what I call maintenance articles] on our new site for the shop in Tulsa.
<Outstanding>
I have always put hobbyists into 3 categories beginning, intermediate, and expert [the later term used lightly]. These articles were written exclusively for beginning and intermediate hobbyists. Thus the reason for this email. I really enjoy your writing. I am not a writer, according to my wife just a fishgeek.
<Both are developmental (disorders...) traits/qualities/talents>
In your opinion, am I missing anything for the new guys. The focus of our new business is to encourage more people to get into the hobby [like most retailers]. We have a pretty aggressive marketing campaign scheduled to kick off in about 3 weeks. I wrote this stuff because over the years I heard the same thing... love to have a tank but they are a pain in the a--. I wanted to put a reference guide to the most common questions and problems for beginners and intermediates on our site. 
Any thoughts about what we are missing for these folks would be greatly appreciated.
Sorry for the extended babble.
Very best
Scott M. Kosciolek
President
Premier Aquatics of Oklahoma 
By the way I think I have already caught just not updated the misspellings and grammar issues. 
<Mmm, where's that URL? Cheers, Bob Fenner> 

Re: thanks and a favor 11/2/05
Sorry, it was late last night www.premieraquaticsok.com 
Scott
<A very nice site indeed... The best I have seen of its kind/genre. I very much like the looks, the brevity of the articles, the comparison of flea infestations... Cheers, Bob Fenner> 

Stocking SW service company tanks
Hello again!
<Howdy>
I have this customer with very peculiar taste.
<Heeee!>
  He has a 300g tank, which we are currently upgrading to reef.  I spent 3 hours with him this morning browsing through stocking options online and in books.  We found 6 fish he liked that didn't eat corals or simply die in captivity.
These are the desires of his heart:  
RS Sailfin Tang
Longnose Butterfly
Harlequin Tusk
Volitans Lionfish
Marine Betta
Colored Angler
I have never kept an aggressive reef tank, and I'm not really sure how this will all pan out.  He wants to keep mostly zoos, Shrooms, and LPS.
Obviously there will be no macro-invertebrate life other than corals. All specimens will be medium sized - big enough to not be eaten by one another.  I have slight concerns about the BF's reef compatibility but I think I can make that work.  
<Should be fine>
I have more slight concerns about the frog.
A. Eating the other fish, and B. Getting picked on by the other fish, and C. Being difficult to feed.
<The last is most important, trouble>
  In this size tank with this relatively small medley how much should I really worry?
<Worry? None... plan and be resolved>
Ultimately my customer is interested in having a water garden more than having fish.   
<That's why... it's their system, you have been hired...>
Although isn't necessarily reflected in his final fish choices, he really wants extremely unique fish.  His two favorites are the lion and the frog.  Any other suggestions of fun fish that might fit his arrangement?  He loves boxfish, cowfish, puffers, the Clown Trigger, Dragon Wrasse, Mandarins, Batfish, Filefish, that "type" of fish.
<Let him visit shops... look for himself... No triggers, mandarins though>
I'm sure my queries have been reflected upon by this point, so I thank you!
Scott Johnson
Critter Cabana
<A good idea (one we used with our service customers) was to make, present a greatly shortened "book" list with pix of organisms available... And allow our customers to pick from this... Bob Fenner>

Aquarium Maintenance Insurance
My friend is starting a business - where in the heck can he get insurance? I'm in the insurance business and don't know where to turn. Thanks for your help.
Kathy J. Smith
<Some small business liability policies will include riders for such "wet work". Bob Fenner, who spent nineteen years in the service side of the industry.> 

New Aquarium Service Business
Hi Bob
<Nate>
I have been involved in the aquatics business for about eight years now, the last two of which I have spent running an LFS. I had been considering buying a share of the store with a back end type deal (I don't have much capital to invest with), but the building was sold. It looks as though we will be unable to secure a new lease after the current one is expired, so I am preparing to start my own full-time aquarium maintenance service. I am totally confident in my knowledge and ability to perform the job, but I have a few questions about some particulars.
<Go ahead>
First, I am unsure if I should market my service toward a particular type of clientele or make a more broad range approach.
<At first, take what you can that is profitable>
My true passion is planted tanks and customers at my store frequently remark that my display plant tanks are among the most beautiful they've ever seen. That being said, I wonder if should say that I specialize in plant tanks or if that would scare off potential customers who have reef tanks or unplanted freshwater tanks.
<All that you are comfortable with providing service for... including ponds, fountains, lakes...>
Another question I have is how profitable it would be for me to have holding tanks at my house for high volume livestock.
<Some, not much>
I am thinking primarily of algae eating shrimp and Otocinclus for freshwater tanks and reef hermits and snails for saltwater tanks. I already have relationships with many wholesalers in the area and can acquire these animals easily. How much of the livestock that I put in my customers' aquariums would be worth me purchasing and reselling? 
<In actual practice, not much... Think about this... why it's called "service" business... You are in essence selling your time... as in time is money... The more time you spend "fooling" with livestock, getting it, keeping it... is money not being made by selling your time... You want/need some livestock on hand or readily available, but as little as possible/practical>
The timing of my jump into the service sector is also troubling. As soon as I leave my current job the store will likely go out of business, as the owner is absentee and running an LFS in a different state. As such, I will be left with no LFS to refer customers to me; the only other big one around has it's own service department with five full time employees (the market here is HUGE). Do you think it would be worthwhile to try to get the big box stores like Petco and Petsmart, of which there are five within a twenty mile radius of my home, to refer customers to me?
<Mmm, no, not likely... They, as companies will not do this for liability reasons... and their employees may run afoul of company business for referring you... or be doing service themselves. Better to "beat the streets" (and soon) and locate existing customers who will look over a competing bid... And start doing installs from the current shop. You do have awareness of the next/upcoming "Yellow Page" ad schedule?>
I don't know if their corporate policy allows for these types of things to happen. Also, I would much prefer to cater to the clients who are more upper-end in their taste, although that might be a little judgmental on my part about people who buy their fish from the chain stores. My best scenario that I can think of would be to have my service business ready to go, then work for one month or so at my current job while handing out my own business card and acquiring a good client list. Do you have any ideas that may be superior to this one?
<Keep working both... to the point of exhaustion... When the store is gone...>
Thanks for taking the time and I appreciate your insight
Nate
<I'd chat about and see if you can't find an up and going service company to work for, partner up with... Your own will take a few years to develop... really. Bob Fenner> 

Sick eels, please help
I have a 300 gallon salt water live reef tank. About two weeks ago my wolf eel (had it for 6 months) started hiding, just laying around in one spot and stop eating. He is sick.
<Mmm, not necessarily... and this fish is not a true eel, but a Dottyback family member>
I asked the guy that takes care of my tank, what is going on? He does not know too much about eels, just that it happens. When I lived in Hawaii I had a 150 salt water tank with a zebra eel for 8 years, he never got sick.
<Gymnomuraena zebra is a great aquarium species>
Well, today my snow flake eel (I've had him for 9 months) is lying on it's side, I think he is dead. he was fine yesterday. The odd thing about this is that the snowflake eel is lying on the sand and the wolf eel is lying on top of the snow flake eel.
<Coincidence likely>
Please tell me what you think is going on.
Thank you,
Robin
<Strange loss... I take it you check your water quality often, feed all well... perhaps something the one ate, or touched... Bob Fenner> 

Re: sick eels, please help...
What's really odd is every time the guy who services my tank comes he never checks the quality of the water in the tank.
<?!>
I questioned him on this and he says, "Oh it's a live reef tank, you do not need to check the water quality." All he does when he comes is refill the back up container with distilled water and cleans the glass. I'm beginning to think I've been put together.
<... I beg to differ... most simpler systems can "get by" w/ simple observation of livestock, routine water changes... An expensive, large reef system? I suspect "additives" are being utilized... perhaps a calcium reactor... Everything that is being supplemented must need be tested for... MUST! Else imbalances are a foregone conclusion>
The big question..... Does the water quality of a live reef tank need to be balanced and checked.
<Uh, yes>
One more thing in January I lost 12 beautiful fish to ick. The fish service guy said for me to by some natural stuff (I forget the name) and treat the water. When I could not get or find about 5 of the dead fishes, I asked him to come out and find them in the rocks and remove them, he said, no need they will disintegrate. How true is this.
<... if small biomass, this laziness can be tolerated...>
Okay, so I just called the fish guy and he is coming out to my house this afternoon, should he be removing the dead eels (I would think so) and checking the water?
Please advise.
<... I maintained such systems (we had the largest service company on the planet) for about two decades... You should shop around for someone else. Bob Fenner> 

Old NEI/ALS Ops Manual pieces
Mr. Fenner- I have seen in several places where you mention that you would, and have put part/all of your employee manual on this site. After several days of looking, I have yet to be able to find it. If it is on your site, could you please direct me to a direct link to it? Thanks for your help and keep up the great work!
John Crosby
<Yes John... most all is placed on the Aquatics Business SubWeb on WWM. Please use the Index here: http://wetwebmedia.com/AqBizSubWebIndex/Biz%20Index/Biz%20index.htm.  I do hope at sometime in the not-too-distant future to somewhat reproduce all the Operations Manuals we developed... in a more useful/complete manner... with titles, tables of contents, position contracts... Bob Fenner>

- Scuba Trade Show for Service Company Exposure -
Hello Crew,
<Hi.>
I need some advice from people who been around in this business.  I own a aquarium maintenance company which builds and installs aquariums.  I would like to increase my client base and was thinking of purchasing a booth at a local scuba diving trade show.  Would you think this is a good idea? <At a dive show, not really... I'm sure booth space isn't all that cheap for starters, which means you'll have to produce an amount of business equal to your outlay for the time, space, and materials for a booth. Secondly, and this is just a generalization, but very few divers I've met are also involved in the aquarium hobby; in fact many of them can't give a scientific name for a single fish. Success will also depend on the type of show - local or national. For instance, if this were the DEMA show [a large national dive show]... most of the folks in attendance would be from out of town, so your rate of exposure to local folks would be very low. This in itself is not a true indicator of how "your" booth will do, but I do think your advertising monies could be better spent on other avenues.>
In general do you think that the trade show route is effective? <Depends on the type of trade show - I'd think you'd get much better exposure to the type of people you want/need as clients by getting space in a Home Show, or similar type of venue where the folks walking by are interested in modifications to their home, or are planning a new home. Most folks at dive shows are going to be interested in new scuba gear, making buys for their dive shops, and/or new dive destinations. On the other hand, occupying space in any trade show is rarely cheap, so you need to spend your money wisely.>
Thank you,
Melissa
<Cheers, J -- >

- Starting up a Service Biz -
Hello,
I am looking into starting an aquarium install and maintenance business.  I would like to set a polypropylene (or other) tank, pump (maybe diaphragm type), and hose reel system on a trailer for service jobs.  Do you have a source for these items? <Currently, these would mostly come from separate sources, easily found by using Google or similar Internet search engine. I've been prodded many times to create a line of items for service professionals to make a one stop shop for such items... perhaps now is the time.> Also, any suggestions for setup? <Setup of what, exactly?>
Thanks
Chris
<Cheers, J -- >

Aquarium service business...
I think that this should be addressed to Bob Fenner but anyone else can feel free to provide their input!
<Okay>
Excellent web site!
I don't know if this is the right email address to send this query to but my question is related to the business side of aquatics.
<Fire away!>
I live in Geneva, Switzerland and I think there could be an excellent opportunity in the region for a professional customer orientated aquarium installation and service business here.  I am currently investigating the project and putting together a plan for it.
<Sounds good>
Myself I have been involved in freshwater aquaria as a hobby for about 20 years now and have a lot of experience in heavily planted show aquariums.  I do not as yet have any hands on experience in marine aquariums.
<You will>
From a business point of view, I have a lot of experience in an unrelated field (telecommunications).  This experience includes sales, marketing as well as operations of small companies.  I was involved in several start-up ventures as well.  So I have the necessary financial, business, marketing and operational know-how and experience for starting a business.
<All very valuable experiences, skill sets to apply to your aquarium service venture>
My questions are as follows:
-        In this type of business, I assume the principal market is either companies/organizations who want a show tank in their lobby or wealthy individuals.  Is my assumption correct?
<Yes... and to a lesser extent, public venues like airports, schools...>
  I can't see the majority of individuals willing to pay money for aquarium installation or maintenance.
Correct me if I'm wrong.  Would love to hear that the market is actually larger than I'm imagining at the moment!
<The market in almost all "advanced" societies, countries I've visited is much larger than is being filled>
-        How detrimental is the fact that initially I won't be able to offer services in marine aquaria?  Is it enough that I can start with a thorough knowledge and ability to install beautiful planted freshwater tanks or should I wait and get the marine experience first?
<Only you can/will be able to determine this... Perhaps a liaison/partnership with someone who is well-versed in marine will get you by here... or some time spent in a marine retail setting? Some folks just specialize (in marines, freshwater, ponds, lakes, fountains...) but I encourage you to "do" all kinds of aquariums to start>
Your input based on your experiences would be of immense help!
Many thanks!
Regards,
Laith Arif
<Glad to offer you my input. Bob Fenner>

Aquarium service business...
Bob,
<Laith>
Ok, I've lined up wholesale pricing for aquarium equipment and started to prospect different businesses.  So far, in one week, three companies have asked me to make them proposals; they are very interested in the concept.
<Outstanding>
In order to have some type of base pricing to work off of, I've done pricing based on several "standard" configurations.  The "standard" offer is two types of systems: what I'm calling "Africa" (African cichlid tank, few or no plants) and "Amazon" (heavily planted tank).  These two systems are offered in three volumes: 200L, 400L and 600L (that would be about 55G, 105G and 160G).  All pricing is based on systems that I install, not existing systems.
<Okay>
Based on the fact that heavily planted aquariums require more work than an African cichlid tank, I've put together a monthly service fee for each type and size of aquarium which includes everything (travel, all supplies, etc).
<Will travel be "equal" for all? Approximately? I mean, are all possible sites about the same time away?>
Included in each monthly service fee are a certain number of hours, spread
over four visits a month.  I've calculated based on 8, 10 and 12 hours a
month respectively for the African systems and 10, 12 and 15 hours a month
for the heavily planted systems.  Any extra hours will incur an additional
hourly charge.
<Sounds good>
Given an average hourly price of US$ 44 (normal pricing here for specialized type of services) and including supplies, the monthly price for a 600L planted aquarium works out to US$ 850 a month.
<Yikes... does seem a bit high, but... does this include the system, supplies, livestock?>
Would just like an opinion: does the above make sense in practice (especially the number of hours per month)?  I'm wondering whether US$ 850 a month may seem steep for a prospective customer at first glance and whether it makes more sense from a sales point of view to just give an hourly price and an estimate of number of hours per month.
<Is there a simple way for you to check, see what your competitors are charging? Like appraisals of real estate, there are a few ways to arrive at "the going rate" or what to charge... one is what the "market will bear" in terms of current practices>
Once again, many thanks for your help and input!  The feedback from the local market I've gotten so far has been more positive that I had hoped: I really think this type of business can really take off (and so far, I don't see any competition!).
Regards,
Laith
<It may well be that you will find making bimonthly or every two week visits sufficient, more marketable than the current plan... Bob Fenner>

Re: Aquarium service business...
Bob,
<Laith>
Thanks for your valuable input.  Now that I've got you, I'm not going to let you go yet! :-)
Another couple of questions if I may...
<Proceed>
Not having ever seen an aquarium install/service contract (do you know where I could take a long at an example?), I've come up with the following possible pricing models:
<Best to modify a service "type" contract per your country's laws, trends... from an unrelated field... plumbing, cabinetry, gardening...>
- A "rental" model where the entire set-up (including fish and plants) belongs to me and I charge the customer a monthly rent (calculated on my purchase price + 10% divided by 12) with a minimum 12 month rental contract.
<Minimums are a good idea>
- A purchase model where the customer buys the entire set-up from me.
<Yes>
What is your opinion on the above? Is one better than the other?
<We had both of these... plus "inclusive" and non-inclusive service contracts where we included all... livestock, food, salt mix... versus keeping track and charging the customer for supplies as we went along, monthly>
On top of the above models will come an install charge and a monthly "service" charge.
<Yes... best to figure out what you want to charge by the hour... and calculate this into your contracts based on the distances to be traveled, time to gather tools and materials... per account, job>
What is the best way for the service charge to be calculated?  A fixed monthly amount (plus materials) based on size of tank and complexity of set-up? Or a straight hourly charge, letting the customer know that their tank will need about X hours of maintenance per month?
<The best is hourly... some quite small systems are much more trouble than larger ones based on their gear, construction, distance/difficulty to get to, times you can schedule to get into see them... think of aquariums at a restaurant that were poorly set-up let's say and that get a lot of wear and tear to keep clean... compared with a system you engineered and installed.>
Your insight much appreciated! Just trying to make sure I don't go off in completely the wrong direction...
<Glad to help you in your success. Bob Fenner>
Regards,
Laith

Re: Aquarium service business...
Bob,
Thanks for your reply.  Some answers to your questions:
- Re travel: yes, I've based it on a number of km that would cover 90% of my initial market.  I would refine it more for specific proposals with a definite location...
<Sounds good>
- The price includes everything except the system (tank and associated equipment).  That would be an additional US$450 a month.  So the US$ 1,300 (450 plus 850) includes everything except the fish and plants.  This is for a 160G heavily planted "hi tech" aquarium (includes CO2, pH controller, auto feeder, auto fert doser, etc) that I estimate would require 15 hours a month of work to keep it looking very good...
<Not unrealistic... considering the time it takes for transit, gathering tools and materials, administrative...>
(As a comparison, a 55G "African" tank would be US$ 465 monthly service with 8 hours a month and US$ 135 monthly rental of the system).
At first glance the price does seem high but keep in mind that out of the 850, 660 is just the hourly charge (based on 44/hour and 15 hours a month).
<Yes... and that gas there is something like $6.40 a gallon, and sixty some dollars a day (plus five dollar a day entry "fee") to park in London... in other words, it's expensive to live, work in the UK>
Re competition and market pricing: As far as I have been able to ascertain, the only service of this type is mainly installation of aquariums and that's done by employees of an LFS oh his or her own time at an hourly rate, mainly for private homes.  I have not been able to find a comparable service in the whole region.
<Interesting>
So, I don't have any "yardstick" to measure my pricing against besides the feedback of customers...  The above pricing is cost based (plus margins) and not market based.
<I understand... and strongly suspect you'll soon be gathering more "data points" going forward>
I'm hesitant to lower the number of hours because I realize that each aquarium that's installed is a living advertisement for my business.  I want people to say "wow!" when they see it and then ask who did that for the company.  If the tank doesn't look good, that easily turns into negative advertising.
<Very good point. The single most important "promotion" for your business period is the work you've done, your customers impressions thereof>
A bit long but I wanted to let you know my thinking behind the price structure.
<Thank you>
It may help me if I had an idea what it would cost a company in the US to have someone maintain a similar system.  Can you give me a ballpark figure?
<I'll guess somewhere about half of your stated figures>
The other option is to lower margins at least initially in order to get a customer base...
<Yes... you'll soon know which path to tend to. Bob Fenner>
Thanks!
Laith

Re: Aquarium service business...
Ok, many thanks for your helpful inputs and comments... your time spent is much appreciated.
<Pleasure>
I'll let you know how it goes with the first proposals! :-)
<Real good>
Just a correction: I'm in Geneva, Switzerland, not the UK.
<Ah, sorry for the misunderstanding>
  And the cost of living is higher here than the UK (except for gas because it's taxed less), with the exception possibly of central London.
<Yikes!>
Interesting, half the price for a similar service in the US.  I'm just curious, what is the normal hourly rate for this service in the US (just wondering whether it's half of US$ 44)?
<We billed our service time at $35 per hour lastly... had "very tight" routes and a good system for planning (account folders, pre-made tool sets, ready-available foods and other supplies and livestock...) for our service tech.s>
Regards,
Laith
<Bob Fenner>

Introduction and input, aquatic startup business
Mr. Fenner, hope you are doing well today. I write you to explain my business, who I am and hopefully open up a channel of communication from which I can learn a bit from someone who has owned the type of company I plan to own.
<Okay>
I am 26, and live in north Dallas. I have about 11 years experience with aquariums and salt water keeping, and have worked for 4 years in the industry both in retail and service. After a brief 5 year break to the computer industry I realized I didn't care for it, and aquatics was my true calling (I love anything to do with water). The only reason I left service was I needed more then $7 an hour!
<I understand... Hopefully folks there can charge something closer to a "living wage" now>
So here I sit, laid off with no income, and a chance to do what I have been talking about since I was 16, and enter the industry. I plan to incorporate an aquarium service business in the next couple weeks, and have most things laid out and planned I hope. I have 1 customer that is a friend of a friend, whose tank I clean weekly for cost + $5 (need to raise that a little it takes 2-3 hours lol). Hopefully he will be a good source of future customers, he owns a home theatre company that does $60,000 installs...anyways to the point!
I finally got a chance to start reading your book! So far so good, though I am only about 60 pages in. I found something that really excited me, as I knew my business idea had potential, and I may of realized a resource for advice if I am lucky.
Under Avoiding Electrical Hazards, you say " For 18 years, I was part owner of a company that specialized in ornamental aquatic work. Our service division designed, built, installed, and maintained live holding systems, mainly large marine systems in commercial and wealthy residential settings"
<Yes>
This niche market is what I have built my business plan around. Though I plan to offer the sales, design and installation, I have only 'done the numbers' for the service aspect. Any new setups will be bonus and hopefully an additional customer.
I plan to offer weekly or biweekly (mainly weekly) service that includes 20% water changes each visit. This will include biweekly exchange of filter pads and carbon etc, 20% water change, fish quarantine at my house, skimmer maint. CO2, etc... Full aquarium management, requiring little more then feeding from the owner (and not even that if it can be avoided and use fish that can survive eating once a week when I am there). For a monthly cost of about $400-$500 for a 200 gallon tank. I do not want to go to a tank once a month, for $50 and clean it and go to the next one, and take care of 100 tanks a month. I would much rather take care of 10-12 'elite' tanks for wealthy residents or companies, and do it right and have the most amazing looking aquariums in Texas...(water changes are the best way to do it no?)
<As part of regular upkeep, yes>
I would like to only do large marine, and freshwater plant tanks. Minimum size of 100 gallons. However in the mean time as I build a customer base, should I look into servicing the 'lower quality' tanks and less wealthy clients on a monthly basis to produce income and history? 
<I would, yes>
I am sort of torn on this, as at some point I will have to give up these customers to make room for my target market. This seems unethical, people get attached to their aquarium service company and technician, I'm not sure doing temporary service is a good thing...
<I encourage you to examine yourself, your market there closely... and consider doing "one-shot" clean-outs, consulting... even on water features (ponds, fountains)... much good work there that ties in with what you are currently interested in, can become proficient at>
I would like to hear your input into this venture, and any possible tips or things to watch for or know regarding that niche of the market, and a friendly contact to help lead me down the right path when needed.
<Much to discuss... for now, how will you go about soliciting new customers, making potential buyers aware of you, your service?>
...Almost forgot! Most of all do you think this idea has potential? I am in the DFW market, there are a dozen other service companies, but none structured in this way. A good amount of money here in general.
<Yes. We were there a couple years back for the MACNA show... a large, burgeoning, dynamic place for sure>
Thanks a lot for all you do for the industry and hobby.
Mark Wolek
ps. post your upcoming red sea pictures when you get back!!
<Will be doing so. Be chatting, Bob Fenner>

RE: Introduction and input, aquatic startup business
Wow thank you for the fast reply. I'm not sure I follow what you mean by "one-shot" clean-outs?
<Oh. One time deals... like cleaning out or re-setting up a system, seasonal one shot jobs>
For advertising, I had planned to rely mostly on word of mouth, and handing out cards and brochures to some local shops that do not offer service, and maybe some that do offer service but cannot afford to spend 2-3 hours weekly with 1 client, offering a referral fee to them for customers who use my service for a certain length of time (likely 1 month with weekly service for a $100 referral bonus to the contact). A website of course. Word of mouth of good quality customer service tends to spread fast in affluent cultures, my target goal is only 1 new service account a quarter, I feel I can handle 10 by myself and be profitable. (2 a day). I have not given much thought to soliciting new design setups, other then PetCo / PetSmart type places that do not deal in the types of things my customers would want. Possibly targeted mailings, my step mom has the mailing list of one of Dallas's most expensive jewelry shops for example, or sent to CEOs of larger business with beautiful pictures of aquascapes on the envelope to get them to open it. Perhaps work with other service companies in the area, if they have customers that require weekly attention they cannot handle due to volume (is this even likely?).
<All sounds good... keep your passing lanes open as the saying goes in soccer... perhaps visiting dentist, doctor's offices, businesses known to have service, even from existing companies>
One service I plan to offer once I have a few accounts is a livestock swapping program, in which frags and plant cuttings are traded and shared amongst my customers all through me, all they know is something grew, I cut it off, and brought back something different! My hope is in time this can grow to a subsidiary of my company dealing in the propagation of corals and FW plants for wholesale and scientific use. Yes I am talking 10+ years out.
<A good long time frame. I did service work for nineteen years...>
One service I had planned to offer is an "aquarium rebuild". They have a tank, that is old and nasty and ugly and UGH, but they saw finding Nemo and want a reef now. In the end they have a new much larger tank and basically a whole new setup?
I once serviced a 50 gallon aquarium that had housed salt water fish I believe. From the looks of the tank, it had 20 fish and was fed a flat a day of food. The tank had been sitting stagnant with pumps running (but not moving water) for days to weeks. The tank had not had a water change or been cleaned ever, in over 2 years. The water was black, the 3" of crushed coral on the bottom was a SOLID brick, it was the most disgusting thing I have ever seen. Could of built a house out of it. In the end I did a water change and cleaned it as best I could and we never heard from her again.
<Good riddance>
This is NOT at all what I want to do, but rather what I want to avoid. Customers like this should be charged $60-$120 an hour to pay for what they have done to the aquarium IMO, especially if they have no interest in learning or doing it right. Too many people out there like that, I have a friend who has a goldfish tank he cleans every other year!! I can't talk him into doing otherwise cause the fish never die.
<Perhaps he'll be reincarnated as a fish in a similar situation, hmmm?>
Initial design and install is what I like most, I love drawing out and doing sump / plumping designs etc.. I read Anthony's book and now want a system that would require a bigger filter room then aquarium, but what is the market for that? 
<It is huge, but spotty, and takes a while to become known... do apply for jobs in the public sector, including aquariums... and never fail to return a call to a designer, architect, engineer who works on such projects>
Not enough to support a business for any length of time I wouldn't think. Typically the cost of setup and install is very low with very little mark up on the dry goods used. People go to aquarium and pet stores to buy tanks when they don't know anything, and are often sold very wrong and poor items, maybe I could do just that but how do you out advertise an aquarium store with a retail front...
<Not easily done. I WOULD add consultancy to your ads, biz cards, lists of services provided>
again. sorry for the long winded email...I always feel guilty when I write a book of info you really don't need, but I feel you need to know the situations to give good input. A fish died. That doesn't tell you much... That the story of that nasty tank I had to clean is worth sharing.
<Yes. When will you visit stores, get going on your promotion of your business. Bob F>

RE: Introduction and input, aquatic startup business
"If you're incorporated you'll have to pay someone to file for you AND file again for yourself... don't waste your time, resources"
What other options are there? Maybe my bad use of words, I assumed incorporate to mean officially file and start the business with the state and tax id etc...I have been told my options are sole proprietor, LLC, or S type corp. 
<Yes... or partnerships of various types... and variations of these. Just go sole proprietor for now>
I know I can file online and do all the paper work myself, since I want to protect my house I believe sole prop is out, leaving LLC or S Type corp. Am I wrong? Sounds like I should at least spend the $150 to talk to an accountant for an hour perhaps and go from there.
Mark
<Mark, please read through the articles posted on www.WetWebMedia.com's Business section... Whether you're incorporated or not, if you damage someone's person or property you're going to pay... Know the job and do it and don't worry. The/A guiding light is whether you sleep well at night. I do. Bob Fenner>

Re: Introduction and input, aquatic startup business
"Mark, please read through the articles posted on www.WetWebMedia.com's Business section... Whether you're incorporated or not, if you damage someone's person or property you're going to pay... Know the job and do it and don't worry. The/A guiding light is whether you sleep well at night. I do. Bob Fenner"
A very interesting point worth noting. I had always been thinking the what if case, accidents do happen, but I guess that is why I have insurance. It sounds like all I have to do is register the name, and get a tax ID and I'm set to go. Do wholesalers have any issues with selling to a sole proprietor? 
<None>
I have read through the business section many times, but most of it is geared to