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FAQs About the Business of Pet-Fishing

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What's it all about... algae?

Retail Store... is it right for you? 3/2/08
Hi,
<Brian>
If possible this question is directed towards Mr. Fenner since it is about some of the comments he has made. I've been in the finance business for about 15 years and always ran my own companies and been quite successful, but am rapidly getting burnt out. My hobby has always been aquariums, ponds, boating, etc, my whole life and is becoming a passion of mine.
<Ahhh!>
So, I started up a maintenance business for aquariums and expanded into getting a retail license and carrying my own livestock, corals, and dry goods for my clients in one of my back offices and it has been going well. We are actually starting to get walk ins, which is a problems, since it is at my office and not a fish store. The next logical step in my mind was to open a retail store.
<Mmmm, a tough choice... limiting ones "freedom" in many ways...>
The city I live in is 150k people with 300k in the metro area.
<This is enough... is the business "developed" much there... many, any good competitors already?>
There are only three other saltwater fish stores and they are horrible.
<Ohh, this is a liability>
You can tell they were opened by hobbyist and not somebody with any business since.
<sense>
The one has already offered to sell me his store, but it is junk and going bankrupt. The 2nd is what I would call a fish snob. Only carries the highest end products, won't sale small aquariums because they are worth their time and everybody is stupid in their eyes. The third is actually a nice shop, but they focus on Africans and only have a couple of
salt tanks. The market is wide open, and being that my background is running and marketing companies, this seemed like a good opportunity.
<Mmmm... there are different foci for retail vs. service... some overlap, but... Do you intend to manage the store? Do you have an equity partner?>
However, everything I read on your site says this is the worst thing ever. Don't do it.
<Heeeeee! Purposely negative... a screening tool if you will...>
Following is a quote from you just last month when someone wrote they had resisted opening a retail shop. <Thank goodness... more time, trouble than it is worth. Definitely a "step in the wrong direction" I assure you>
<From service, this is almost always the case>
Am I really missing something? Is it really that bad?
<Can be... but only experience, personal... can tell for sure... Better for most folks to "open a show room" of sorts instead... NOT have regular hours, go on to other aspects... custom fabrication, installs... NOT retail... almost exclusively different customer bases>
I spoke to Aquarium Adventures, a large aquatic store franchise about joining them instead of on my own and they tell me they have stores grossing over a million a year.
<Talk with some, a few of the established (a few years) owner/operators re up and downsides... what's their net? What liabilities?>
The owner has to be netting at least 150 to 250k a year.
<Uh, no>
Since I still own my other companies, I was going to open my own instead of buying the franchise, but everything I've read is making me second guess my decision. Please clarify this for me.
Concerned,
Brian
<VERY important decisions/paths to choose, commit to... I implore you to physically visit, "live" in one of these stores for a few weeks... Bob Fenner>

Your Brackish section 12/19/07
Hello,
I was looking at the section of your website about Brackish water and converting freshwater to brackish and noticed something that was very rude. Someone had posted something about going to the pet store and being given some really dumb advice ( I agree with that part), however it also said to never trust people that work in the pet store, which is what I do. I thought that maybe they should be corrected that certain pet stores don't inform their employees on anything more than here is the fish, this is how you put them in a bag, but not all pet stores are this way. I have had very extensive training in all animals not just fish and have to learn new things everyday even though I have been there for nearly 2 years.
Thank you,
Serena
<I am in agreement. I spent fourteen years on the floor in retail myself, and most of my life otherwise in the ornamental aquatics trade. The majority of folks I've met are honest, and to a degree competent. The individuals writing/responding are just that. Cheers, Bob Fenner>

VALUE OF FISH TANK 10/2/07
I just recently set up a new tank. I am wanting to sell my old tank. I am unable to find any information on how much it could be worth. It is an old 55 gallon with stainless steel frame and a slate bottom. Also has black metal stand. NO LEAKS! Like to here from anyone who can help.
<This probably isn't the place to ask these questions. For a start, we're an international crew, and you don't say where you live. Moreover, readers don't come here looking to buy stuff (except perhaps one of Bob F's aquarium books!). Anyway, to quote Margaret Thatcher (something I don't care to do that often) "something is worth what a person is willing to pay for it". Take a look at the want-ads in your local newspaper, or via one of the many online trading sites such as Craig's List or Gumtree. See what something goes for in your neighbourhood. Second-hand fish tanks here in England don't tend to go for very much money. Perhaps a few tens of pounds. The problem is that while it might be leak-proof in your home, by the time an old tank has been transported someplace else, there's a chance the seals will be damaged in the process. With a new aquarium, you have a warranty, but with a used tank, it's "caveat emptor". So people tend to be cautious about buying such things. There really isn't much of a market for old-style "collectable" aquaria either, but you might get lucky. If it were me, I'd either keep it around for another fish tank, or else find some worthy cause, like an old folks' home or school, and donate the thing to them. Cheers, Neale>

Need stats for paper 4/5/07
Hey there,
<Hi! Lynn here>
Great website you have!
<Why, thank you!>
Do you guys know where I can get info or a stat as to how many aquariums are sold each year (in general) and how many people are actually in this hobby? (salt water only)
<Hmmm, no idea of actual numbers but it’s lots and lots! I would start my research with a company like Central Garden and Pet. CG&P is publicly traded and has a division that produces All-Glass and Oceanic aquariums along with a host of aquarium related products. I would also try Marineland. Finally, you might consider contacting one of the fish hobby magazines. They might be able to lend a hand>
I'm writing a paper and need this data as a benchmark.
<Should be interesting>
--
Thank you,
<You're most welcome!>
Wei Yang
<Lynn>

Hey howdy Bob...........belated holiday greetings from Don Wolfe, coral biz on eBay - 12/29/06
Hello there:
<Hey Don!>
 Sorry to be so late in getting some of my holiday things done. Had to do a complete system restore on my puter...........and...........of course did not have things backed up.
<Yikes... a good habit to get and stay into...>
 Karla so thoughtfully gifted me with a simple drive external storage for Christmas, so doubt I will have the loss that I just experienced.
 Hope you and yours had a great Christmas and the upcoming new year will be a great one. I regret i did not have more time to spend with you at the party.

 I am about to embark on a venture with 2 partners in a going but still growing business. One is a silent partner, the other active. The business is Global Aquatics incorporated, dealing presently in imported live corals.
<Really?>
The eBay store front should be up and running the first week of January. So far the only product has been the corals, although I am hoping to expand the product line into salt fish and maybe discus along with the essential frozen foods, salt mixes and a few other limited but essential items. The location is in an industrial center which permits retail sales, although the access thereto is not the best, but folks will find their way there I am sure.
 Should you happen to know of any tanks, pumps and other equipment that is for sale and could be used in such a retail setup, I would appreciate knowing about it.
<Much for us to discuss... as in "our" day there are lines, makes and models of such gear that are stellar... some mediocre... and some outright bunk. I have recurring dreams of cargo containers of Tunze washing up on shore...!>
 I hope I am not biting off more than i can handle but my situation here is so routine i need to do something to alleviate the ennui.

Any information,
helpful hints, you might be able to give me would be greatly appreciated.
 Sincerely and best regards..........Don Wolfe
 <Do make it known when you're up and going and we'll help you promote your business. Bob Fenner>

Store Fish Guarantee - 09/10/06
Hello,
<Hi there>
I am opening a Pet Store in Alabama with the main theme being fish. I have been in the hobby many years and have seen what other store give for fish guarantee's.
<Yes... can be an important issue... secondary of course from offering good, clean livestock, "good" customer service...>
I was told by a friend that you guys had an example of a fish store guarantee that he thought was both fair to the store as well as the customer on your site. I am not having any luck finding that.
<Mmm, don't think we have such... I am the author of most/all the "business" article/content on WWM...>
If you have any info for me it would be greatly appreciated.
<Whatever you do make policy... do require a water sample... "the body"... encourage folks to call you ASAP... and track all losses... in the store of course as well as credits/replacements. I would not make this "time frame" any more than a week maximum... likely just 1-3 days for marines. Bob Fenner>
Thanks,
Daryl Grammer
Tropical Pet Cove

Petco and the SEC 7/19/06
Something smells like a rat in Denmark!
<I'll say!>
http://www.signonsandiego.com/news/business/20060719-1233-bn19petco.html
SEC looks into PetCo stock trading
By Frank Green
UNION-TRIBUNE STAFF WRITER
<Oh, our local rag... better red than read>
July 19, 2006
The U.S. Securities Exchange Commission said it thinks there was illegal insider trading in Petco Animal Supplies options before last week's
announcement that the San Diego-based pet supplies company would be sold to two private equity firms for $1.8 billion.
The sale price of $29 per share was a 49 percent premium over the trading price of $19.45 per share on the day before the announcement.
The SEC said it has obtained a temporary restraining order on $862,000 in suspected illicit profit made by “unknown purchasers” involved in the alleged illegal trading.
“We want to prevent the money from being taken overseas,” said Kelly Bowers, the SEC senior assistant regional director for enforcement in Los Angeles.
Bowers said the SEC had yet to identify any suspects in the case. In its complaint, the SEC alleges that in June and July someone in possession
of “nonpublic” information about the upcoming deal used financial institutions in Switzerland and England to buy more than 1,400 call option contracts –
generally at prices less than the trading value of Petco stock. The contracts were set to expire within weeks.
It may involve an employee at Petco “trying to make a little profit and thinking (he or she) had a hidden identity through a Swiss account,” Bowers
said. “Or it may be legitimate trading. But we don't think so.”
Happy fishing all.
Marina
<Mmm, the stated reason for my giving up on the equities markets... too "arbitrary" (a charitable word)... More than half the shares of all publicly traded stocks are held by non-individuals... sorry, cha-ching, no sale. BobF>

No fish in the stores? And... no stores, economy... 7/19/06
I have been noticing the big name fish stores between Detroit, MI., and Toledo, Ohio have very limited fish, or no fish at all for sale in their tanks. Petco, Petsmart, Wal-Mart, and even a few independents are lacking fish for purchase. I bought an black moor about a month ago, (PetSmart) and he contaminated my entire tank with septicemia.
<Bunk!>
 Something going on in the industry that the consumer should be aware of?
Thank you for you assistance,
Ann
<There is a general trend to less selection with the mass merchandisers getting more involved... their worlds are contained of only a limited number of "SKUs"... and the independents are being "put out of business" by present economic conditions faster than new folks can/are recruited to open new stores, take over old ones... There are apparently a few factors at work here; the government with a big "G", over-taxing (stealing), "regulating" the U.S. economy into paralysis, more competition from competing economies that have money to buy the same livestock, folks in the new knighted states having to spend their "spare resources" (money, time...) on necessities like food, gasoline... Basically: We can't all "work" for the government. Bob Fenner, who has spoken about the end of U.S. hegemony over and over...>

Wholesale Business in Midwest Ohio? - 06/30/06
Good morning Bob,
<Another hot one here in San Diego, Rob>
Hopefully you can help me out here. I might be crazy....

I've been in the hobby for quite a while now and have really enjoyed it.
<Is a blast, eh?>
I have run a small basement hobby shop for a while and have expanded to doing some e-tailing. Due to my size, getting quality live stock at a
good price is not easy.
<Yes... "economies of scale/s" definitely exist, impact here>
I have been dealing with wholesalers off 104th st with some success, but I feel better service is possible.
<Mmm, and worse if you catch my drift/plankton>
In central Ohio we have a decent amount of local fish stores, a few high end establishments. With the retail market tapped out I started looking at
the wholesale market. There are a few wholesale locations in the near area; Dayton, Lansing, Michigan, Illinois and a few other locations.
While I have not visited all of these wholesale locations the few I have seem to be running a somewhat shoddy shop. I feel with the right
relationships with exporters a higher quality livestock can be brought into this location.

The main issue, is import locations. To my knowledge Chicago is the nearest location live stock can be imported.
<This is correct... need Customs, brokering facilities and numerous International Air-freight flights...>
I heard a rumor that Detroit also allowed FWS imports? Do you have any info on this?

Am I completely out of my mind to think it would be possible to setup a wholesale location here that will cater to local retail outlets in the tri-state area?
<Is possible>
 Do you have any recommendations on importing? Dealing with customs brokers, freight forwarders?
<A proverbial "zillion"... Not an easy business to do, be involved in... I must (just cuz it's in my nature) hasten to mention a/the "Opportunity" costs involved in such an enterprise... that is, what one might otherwise do with ones resources (e.g. money, time, patience... and so much more). My fave way of putting this, "what else might you do" that would likely grant you as much/more "return on investment", "effort" with as little acceptable "potential for loss"... at least disaster-proof large losses? This is a germinal question... I truly enjoy our interest, both hobby, business and scientific, but chose (decidedly, as in "nothing is decided till it's done", to go another full-tilt investment route (securities and real estate) and was able to "retire" (as folks say I now can't imagine having time for a job) back in '94 as a con/subsequent possibility... I have been a part of helping design, build-out, otherwise establish such wholesale facilities (and collecting stations, retail outlets...) around the world these last four decades... and so still have sensibilities re what is involved, the players, the relatively low ROI and high risks entailed... Is the potential for "fun", enjoyment, self-satisfaction "worth" the trials, noise, trouble of such an enterprise? Each/you must decide for yourself. I would (at this juncture) only wish that you engage yourself with full knowledge of what is entailed. I would definitely visit first-hand all the wholesale operations in the area... as well as those on 104th/LAX... for ideas on their set-ups, operations... I would read (thoroughly) the brief offerings on WWM's Aquatics Business subweb, detailing for yourself the "5 critical elements" (Go Rin No Sho)... and start looking for those key personnel, set-up, location, finance, stock/sources... as well as your "operations manual" of how you intend to do what you'll do...>
I plan on working on developing direct relationships with the exporters by visiting them each personally prior to selection.
<In their countries of origin... a good idea>
 Hopefully this will give me a small edge when it comes to the selection of livestock.
<A huge and necessary one... Plan on re-visiting them annually.>
Thanks for your time and I really appreciate your help.
-Rob
<Am very glad to help... Your and others success is critically important to me, my/our goals in aiding others in their respective success in our fields of interest, business. Bob Fenner>

Home business ... a nudging 3/21/06
Hi Bob,
<Eric>
I'm thinking about starting a home based business in order to save on overhead costs. Eventually, if I'm able to build a customer base, I would then open a store front. I'm currently in the process of building up my system in my home. I'm planning to mainly sell marine fish and corals.
<Mmm, how?>
Also, I will be providing maintenance and system setup support.
<Best to start here. How will you generate business?>
Do you know of any companies willing to sell to a home-based business?
Thanks,
Eric
<Some... likely you will have to go in and sell yourself to see if the better drygoods and livestock wholesalers will sell to you... Need to "be established"... have business cards (and the license, fictitious name statement...) that go with these... Often a requirement is to have existing Yellow Page advertising... so do check with the time schedules re these... In the meanwhile the etailers like Custom Aquatic and Bayside/Marine Depot are your best buys. Best to "hit the streets" and get those service accounts accumulating... ASAP. Bob Fenner>

Where can I buy your Aquarium Service Business book? - 02/20/06
I was wondering if your book was still in print and where I could purchase a copy.
<Mmm, never put into print... can download, assemble, make your own TOC... from WWM's Aquatic Business Subweb>
I am looking into starting a business in Maine. My wife and I are moving back there in July after she graduates vet school.
<Congrats>
If my brother-in-law decides he definitely wants to participate with me, we would probably create an aquarium and plant care service.
<A wonderful occupation, adventure>
Thank you for all your answers and comments an your website. I can't wait to read your book.
Mike Brzezowski
<There have been attempts at compiling such... I used to send out floppies (5 1/4")... in "NewWord" format... Bob Fenner>

Consumer Activism (and if you drive with your fish, be sure to belt up) - 12/1/05
Hi Bob,
<John with you today filling in>
This is an important letter to circulate. I thank you for sending a link when it is published so I can further circulate this.....

<<All is posted unless specifically directed not to. Marina>>
Subject: Boycott Tetra – a Bad Corporate Citizen!
I first saw the call to boycott Tetra when the movie “Finding Nemo” came out. Tetra’s spokesperson, Carol Huntley-Weber, appeared on CBS's The Early Show and plopped 2 clownfish and 2 seahorses into a bowl of tap water. She made no mention of the salt needed. No doubt, the animals died.
<This has already well publicized. I was quite appalled to hear about it.>
Carol, the spokesperson for the largest fish food company in the country, obviously knows nothing about keeping fish. Now I have discovered that Tetra spent over $100,000 to support monster truck racing. You can Google the phrase “Tetra monster trucks” to see photos of the Tetra sponsored trucks. Tetra’s support for these gas guzzling, air polluting vehicles does absolutely nothing to help the aquarium hobby and the hobbyists who make Tetra wealthy!
<Hmmmmmm>
Even more astounding, Tetra spent $750,000 to purchase from Nickelodeon the manufacturing rights for children’s toys. The toys were based on a TV program, Fairly Odd Parents, which shows kids riding in a car while talking to a cartoon fish in a fish bowl that was just sitting on the back seat. These toy products have received terrible ratings from consumers.

I wonder how many more fish may have been killed and how many more kids were misled by this nonsense.
<Why? I've been driving around in monster trucks with fish in bowls on the back seat. Is there something wrong with that? The Tetra ads told me to! :P>
The irony is that Tetra, with $266 million in sales a year, does absolutely nothing to support our fish hobbyist forums and websites. Yet, Tetra squanders amazing sums of money on hobbyist disinformation featuring stunningly ignorant spokespeople and ridiculous schemes that pollute the environment.
<They indeed may not have the fish's best interest at heart. I cannot comment on that. But they are in the business of marketing to potential hobbyists. In attracting more newcomers to the hobby, they are directly benefiting the trade and the stores we rely on. This benefits us.>
Tetra is a bad corporate citizen! That is why I am boycotting Tetra and I invite others to do the same.
Circulate this letter and email to consumer@tetra-fish.com
<This may have to be edited out. Marina? Sabrina?>
<<No, but I may have something even better (outside of going to their site and calling the (800) number). http://www.tetra-fish.com/ENEWSROOM/index.asp - with a person's name and phone and everything. Found via Google (but be careful, there is another Tetra, not at all associated with fish). Marina>>
to let them know that you are appalled by this irresponsible behavior and that you expect better from them!!!
<I would encourage you to think from Tetra's viewpoint here. I am not saying or implying that I endorse (or do not endorse -- how's that for disclaimer verbiage?) what they do, simply that, in my experience, a scathing letter like this is not likely to be effective in achieving your goals.>
<<Maybe not a single letter, but if it grows, it can be very effective. However, the best vote is with your dollars. If you disapprove of their methods, actions, etc., then don't buy Tetra products. Marina>>
Jeff Stevens
<Jeff, this is all just my opinion, and I have no idea what the reaction of other WetWebMedia crew members will be. Perhaps they will comment on this also? Thanks for the e-mail. Best regards, John> <<Mmm, I guess I will... Tetra, as owned by Warner Lambert was a good company (IMO of course), supporting, growing the hobby, industry... they do (currently) have a nice, informative website, circulars... I do agree with the "Nemo incident"... RMF>>

LFS Business Plan Help 8/29/05
Mr. Fenner,
<Matt>
In order to complete my MBA degree, I'm writing a business plan for opening a LFS that only sells marine aquaria and supplies. So far, I haven't found any information regarding what licenses or permits are needed.
<In the U.S.? Only a general "Municipal Business License", possibly a "Fictitious Name Statement/License", Resale Permit (for tax/ed purposes)... most States you don't have to have specialty permits to sell pets, none for marine as far as I know>
If you have this information, or can point me in the right direction, I would greatly appreciate it.
Thank you,
Matt Fultz
<This is about it. Cheers. Bob Fenner>

About starting up an aquatic business 08/08/2005
Hi my name is Stephen Fang and I'm representing a fledgling company that has
recently opened up a mediocre pet store
<!>
in the New York Area. Although they've already begun i wanted to ask you a few questions on how to attain
and maintain success. I realize you're a very notable and busy individual
<Moi?>
who's constantly providing help and advice to the aquarium hobby, which is very impressive and notable.
<Glad for the interaction, service>
If at all possible i would like to engage you in a few questions regarding the whole business aspect of the hobby.
<Okay>
These individuals that I'm helping aren't my family but i feel attached to them and want to help with their success.
<Good>
Because they're Chinese Americans their
english is broken and i feel that, in a way, already hurts them as a business, because communication between customers is key.
<Agreed>
The owner, Louie is only doing freshwater currently and isn't in the most populated area.
There are customers that walk through here and there and there are opposing
retailers in the area (but mostly PetLand discounts and big name corporations).
<Am familiar with these>
My advice to him was to do his best to provide the widest and healthiest selection of freshwater fish he could, and if he wanted to,
invest in the salt water trade as well.
<When he is ready>
I suggested that to compete with large corporations that competitively acquire goods for less and sell them
at better rates, the best thing he can do is provide what they most probably can't provide through their franchising practices, and that is quality.
<And if I may, as importantly, service... the big box stores have yet to figure out just how much "training" it takes to "make" decent staff... a huge amount (you can call this money, encouragement...) of time is required to develop knowledge, capacity for relating... determining if individuals are suited to this task>
Also, i wanted to know how "profitable" the salt water trade itself is.
<Can be very... or a much greater loss than freshwater... And, you should know, as you're trying to help these folks, that it is rare that livestock is actually profitable... it is the drygoods products that almost always generate real profits... livestock almost always only "breaks even" considering the cost of display, feeding, maintenance... Modern stores devote the least possible amount of floor space to livestock presentation therefore... They are only to serve to drive drygoods sales>
As opposed to the freshwater trade, and in your own opinion, what's the money
maker in the industry, because sales lately has been down for them due to the weather and heat.
<A huge discussion... to put this very simply, there is a decided seasonality to the trade... with all aquarium-related sales dropping off in the warmer months (due to folks being out of the house, on holiday...) and marines in particular in the Summer... Many retailers have "other" sidelines that they emphasize during this time... particularly ponds...>
Once again i thank you for your time and patience with regards to my inquiry, if you have a chance to respond then I'd be very much
grateful. However, if you happen to not respond, I'll understand the same because you are, a very busy man. Sincerely, Stephen.
<Everyone has exactly the same amount of time. I am happy, satisfied to share myself with you, your friends in turn. Cheers, Bob Fenner>

Consultant?
You guys seem to offer the most practical and knowledgeable advice about the
dynamics of starting up or buying an aquarium business. Thanks for a
wonderful site.
<Glad to share>
Do you offer paid consulting services to prospective buyers/launchers of
Aquarium businesses? I am located in the NYC suburbs and looking at
purchasing a high-end LFS/Install/Maintenance company, or on the flip side,
potentially starting my own such endeavor. I am seeking an consultant expert
in the retail industry who could help in purchase valuations and business
plan creation.
<Mmm, no one here has a current business in the field (as far as I'm aware), but a few of us have worked extensively "in the life" and will gladly assist you distantly... Send along what questions you wish. Bob Fenner>
Any suggestions/comments welcome.
Thanks in advance!
David
David J. Fishman
<A propitious name for sure!>

Conscientious Marine Business Practices (8/8/04)
Thanks for your reply. <You're welcome.> The brittle star is not of the green variety. <Good. Not to bad-mouth the greens though--I have two in a tank with fish too big for them to mess with.> It is
a bluish purple on it's body and dark yellow feet. <Sounds pretty. I am a big fan of these and other echinoderms.> The reason I ask for more in-depth reading material is I own a pet shop that has sold freshwater fish for 20 years. <Congrats on the longevity of your business.> Lately we have had a large request volume for saltwater fish, so I decided I had better start up a tank and learn as much as I can so I can carry saltwater at my store and be able to properly educate my customers (we're not a "sell it so it can die and they can buy more" pet shop, we typically have less than a 10% loss rate with livestock sold to customers, because we spend copious amounts of time educating them, and explaining water chemistry and testing water for free.) So far I have had
my tank set up for 4 months, and I haven't lost anything yet, except some little "alien" like creatures that came all over a bunch of plants I got, but I think they became food. <These small things do tend to come and go depending on conditions, predation, food supply, etc.> Thanks again for your advice, and I look
forward to reading more on your site. <Great to hear of your conscientious business practices. I'll bet this gives you a truly loyal customer base. The hobby needs more retailers like you. I think you'll find the books I suggested very informative. You might want to start stocking "The New Marine Aquarium" by Michael Paletta for those who are interested in SW to start learning. My LFS sells it at cost to all new SW hobbyists. Step two is "The Conscientious Marine Aquarist" by Robert Fenner. These are a great start for most folks. I'd also suggest "Reef Invertebrates" by Anthony Calfo and Robert Fenner. Scott Michael's "Marine Fishes" is a great pocket guide to the most common fishes in the hobby, though many think his minimum tank-size recommendations tend to be too small. "Reef Secrets" by Nielsen & Fosså is also a great beginning reef book. The others I mentioned previously are much more advanced. Best of luck to you in expanding your business. Steve Allen.>

Marine drygoods, livestock sourcing
Hello
I was reading you article and had a few questions. I am looking to start a
small online fish store. My first question is how do you locate live fish
wholesalers? None of the local stores can tell me. They don't know where they
get there stock. I have to ask the owners but there never there, so I'm
stuck. I search for local wholesalers in my area and nothing comes up. How
do you find these people? There never listed. I'm trying to find some in
northern California. Also where do I purchase the tanks for my store. I
obviously don't wanna pay retail for the tanks. Where do I find dealers that
sell tanks for pet stores?
Anything will help.
Thank you, Jeremy Johnson
<Mmm, most of the large/r livestock wholesalers are clustered around the biggest airline AND Customs facilities... LAX, NY, Miami, Chicago... you can find these a few ways... one by looking at the Aquatics Business Links page on our site (WetWebMedia.com)... the drygoods folks are likely best sorted through via one of the industry publications (Pet Business, Pets Supplies Marketing, Pet Age...) "buyer's guides". You can find these in turn using the search tools on your computer using the terms "pet industry magazines". I encourage you to read through the articles, FAQs archives on the Business subweb on WWM if you're considering joining the industry, and to work for some other/s for at least a few months before going further. Bob Fenner>

A new LFS in San Diego...
Hi Bob.
<Bar>
Just a note to say, "hey' <G> Are you here or on the Island?
<Nope. Just back>
After a lot of thought, Sherry and I have all most decided that we are going
to open a store front.
<Congrats! A huge adventure for sure... did suspect someone of your energy,
capacity and love of public interaction, business acumen... would not stay
"retired" for long. The trade can definitely use folks of your ken.>
Still going to do the internet bus and hopefully
will be able to expand it since we will be able to carry more livestock as
well as some dry goods and also provide some of our awesome clams to the
locals folks as well. We have been working on a business plan for about a
month now and it looks positive and I think that San Diego can support
another LFS. What do you think?
<Can for sure do so... given attention to the "five critical elements"
(location, finance, personnel, set-up and stock). Let us indeed talk. Bob F>
Cheers,
Barry
www.clamsdirect.com

Marine Job
Hi, I'm 14 years old and have a 75 gallon SPS and hard coral tank. I have been in this hobby for only a year, but it seems like longer.
<Hee hee!>
Anyway I have gone totally mad about marine aquariums, and would like, no, love to run a marine aquarium shop in the future. If I don't work in an marine related job in the future, really, I would not know what to do. I probably just go crazy. What are your views about all of this? Thanks, Adam
<I had a similar disposition about your age... and encourage you to seek out (even volunteer for now) gainful employment at a local fish shop, or if there is one near, a public aquarium. Do you have a "marine club" nearby? If not, perhaps you can help start one... with help of the Internet (sending out a message seeking concerned parties in your vicinity)... and "share the wealth" (and pain!) of your experiences, aspirations. Do start looking, planning for your academic preparation for all this... business classes, biology, chemistry... Be chatting, Bob Fenner>

Your info, not your page
Hi Mr. Fenner, I was doing some research on the WetWebMedia site about anemones (Condylactis and Heteractis Malu can be hard to tell apart when they're small!) and came across the article "Anemones in Captive Systems" which you wrote, and starts with "Flowers of the sea? Hardly. Most anemones are marine; but they are definitely animals, just a step or two up from the "tissue-grade" life that is the sponges, phylum Porifera. The trade in these stinging-celled animals is brisk, and well it should be; many species are reasonably available and hardy, undemanding aquarium fare. This series offers an overview of aquatic life natural history, and captive care. This installment deals with the polypoid cnidarians (coelenterates) we call anemones. Try imagining a reef system, photograph, television show, fish store without anemones. Hard to do, isn't it? Anemones are seemingly ubiquitous fixtures in all these."
During the last few weeks I've visited several sites selling anemones, and I knew I'd heard that somewhere before. I had, on this site: http://www.marinedepotlive.com/1123474.html Their descriptions of most of their anemones includes this bit of text "Flowers of the sea? Hardly. Most anemones are marine; but they are definitely animals, just a step or two up from the "tissue-grade" life that is the sponges, phylum Porifera. The trade in these stinging-celled animals is brisk, and well it should be; many species are reasonably available and hardy, undemanding aquarium fare. This series offers an overview of aquatic life natural history, and captive care. This installment deals with the polypoid cnidarians (coelenterates) we call anemones. Try imagining a reef system, photograph, television show, fish store without anemones. Hard to do, isn't it? Anemones are seemingly ubiquitous fixtures in all these. " I don't know if they posted that quote with your permission, or if you even work for that company, but I thought I should make sure and let you know it was out there, just in case. The internet breeds the laziest kind of plagiarism.
Tim Roller
<Thank you for this head's up Tim. I did grant permission to Ken Wong and companies for the use of this content and we've sold them internet rights to several images. Bob Fenner>

Your Expertise Desired
Dear Bob,
Thanks so much for helping me out with the project. As I mentioned
earlier, I’m primarily concerned with the social, psychological,
and theoretical ramifications of being an expert aquarist—
especially those aquarists who are maybe even a little obsessed.
Although some theorists think that the fish’s lot in the aquarium
mirrors the situation of postmodern man, that’s not as interesting
to me as why certain people are so attracted to this “hobby.” So
here are a few questions…. Again, thanks so much for your help.
The questions are pretty straight forward, so please rample in your
answers—the more of your casual thoughts, the better!
1. What do you find most exciting about keeping your aquarium?
Planning? Upkeep?
<Two elements principally... the dreaming/scheming aspect of considering what might be... and secondly the relating with, chatting over the experience with others>
2. Do you consider aquarium keeping an aesthetic occupation?
I.e.. Is planning a reef tank’s layout like making a piece of art?
Why/ why not?
<Definitely is aesthetic... even for folks that are more "operationally inclined" (aka the "tinkerers" who enjoy the gadgetry, tooling around with the systems). Shades of Erica Jong's Fear of Flying... pet-fish people have a good deal to look forward in "making these small aquatic worlds". Indeed, an argument could be made that this is how many of us emulate god/s>
3. What does it mean to you that you’re creating a total mini-
world? Is that part of what makes it exciting and/ or different
from, say, gardening?
<It is more inclusive than gardening in that there is an almost total disconnection between what we allow in and leave out... with rare occasions, bugs et al. don't fly into, set up homes in our tanks>
4. Or is one of the main draws an innate attraction to
underwater life? I know that I felt this… What do you think this
is all about?
<Perhaps a good part of the fascination is the lack of apparent gravity... the hydrostatic mechanisms employed by so many of the organisms kept... so different from our general terrestrial experience>
5. What does it mean to be keeping a little slice of
underwater exotica in your home---mean today in 2004?
<That we and it are still here... that the folks who attempt aquatic husbandry are connected with the aquatic majority of the planets biota>
6. Do you have any reservations about the practice?
<Absolutely... Involvement period entails an opportunity cost to the planet... the life taken out is rarely returned... and being a "content provider" to the interest I have a further responsibility for encouraging others. In so much that a brush with the living world fosters more careful stewardship... awareness, I am a BIG fan of aquarium keeping... to the extent that folks don't care themselves... this is a real bummer.>
7. What kind of people tend to be tropical fish enthusiasts?
<All sorts of folks. There are people who engage in the hobby for sport... entertainment, some for money, some for academic desires... all ages, ability levels, economic standings, walks of life... Really, there is "something for everybody" in the interest.>
Thanks Again!
Paul Heyer
<Thank you, Bob Fenner>

Care to post this as well? Ongoing HRA suit by IRS
Hi Bob,
Someone posted this news article with an interview with Mr. Axelrod. I thought I'd link you in case you might want to put it alongside the other article(s) regarding his troubles.
http://www.lanuevacuba.com/nuevacuba/notic-04-04-2320.htm
Marina
<Saw Steven Pro had mentioned this link on WWF... and read it... Will post. Bob F>

Number of home aquariums
I have searched high and low to find industry numbers on an approximation of number of home aquariums that are guesstimated to be in
the U.S. or the average number sold per year. If you have some numbers, I would greatly appreciate an e-mail to the following address:
Thanks!! Jen
<A guess, modified by hints and industry input over the years is something about 30 million households with aquariums in the U.S., with about ten percent of them being marine. Bob Fenner>

Aquatic Biz question from Critter Cabana
Hey,
Haven't chatted with you lately, a while back you helped me get a store
going. Just wanted to let you know that we had our grand opening last
weekend and things have been going very well.
<Great to hear!>
 Although our fish department
as expected still is under much development. What I am wondering is if you
know any place that might be able to provide live brine shrimp to the
Northwest. I know that live brine would be worth its weight in gold around
here and none of my competition has a reliable supplier (most depend on San
Francisco Bay Brand). Any contacts you could recommend?

Also as per your recommendation I have been getting livestock out of quality
marine in LA which has been going pretty well (although you need to talk
them into putting scientific names on their invoices).
<Very unusual... I thought they DID do this already. I assure you they track all their livestock with scientific names. Will BCC Chris Buerner, the owner/manager here>
However the shipping
costs on Tropic Marin are killing me, do you think stocking these high
quality products is worth paying the extra 20% for shipping?
<I do... if there is good acceptance of such high end level merchandise for your area, IF your "set" and assortment offers a "good", better, best philosophy... This (offering high end, best products is THE best way to set yourself apart from other retailers, the mass-merchandisers)>
 I guess salt
is the real killer... But it would be really nice to have a high quality
salt in the Portland, OR area... Just not sure if its worth paying... Any
thoughts? Lastly... I'm really struggling with my dry fish food selection...
I have read your article and found it somewhat helpful, but still not
feeling like I have any products I can really recommend to people, have been
pushing the gamma frozen foods like crazy, but some people want to stick to
dry... What is a good line for an independent retailer IYHO (for both fresh
and marine)?
<There are some excellent choices. Among others, if space and other resources allow, do look into the Spectrum (New Life) and Omega Sea lines... both very well made, fantastic for livestock acceptance, nutrition, color... and not sold to/through mass-merchandisers. Will bcc Pablo Tepoot and Denny Crews here as well re.>
On another note as a suggestion for your site. I have basic info about all
my fish posted on tanks as to the fishes compatibility, selling features,
do's and don'ts, feeding etc. Currently I get a lot of information from
your site but find it's a lot more time efficient to glean info from
liveaquaria.com. I was thinking you should do fish profiles on the species
commonly found in the trade that are made specifically as an amount of
information that would be pertinent to a window shopper/browser in a retail
environment.
<Thank you for your suggestion. A very good one indeed, and in process... being developed in conjunction with some dive and aquarium (book) titles. Thank you and good fortune in your new enterprise. Bob Fenner>
Thanks,
Matt Johnson

Would like to request your help
Hi Bob,
<Duane>
I would like to let you know of my site www.fishbizforums.com. This site is
dedicated to aquarium industry professionals and was created in the hope
that it will serve as a tool to help them successfully work their trade. I
would like to ask that you please mention the site to your business contacts
when ever you have an opportunity. I would also like to invite you to
register and check the forum out yourself. The members would love to hear
from you. You are very busy I am sure so when ever you may have a chance, I
would be honored if you told me what you think of the site.
<Will try to mention. You very much are aware that "these things take time" to catch... Dr. Bob Rofen and I have chatted from time to time (over years) re starting a L-serv for professional aquarists/aquariology... we still haven't. Bob Fenner>
Duane D. Clark
AquaServe Aquarium Publications
www.aquaserve.com
www.efishtank.com
www.fishbizforum.com
I am very aware of the fact that these things take time to catch...no time
like the present however to get started. Thanks for any help you can give.
Take care.
Duane D. Clark
<Am glad to be of assistance here. Bob Fenner>

Aquarium Market Data
Hello, Finned Friends of WetWebMedia;
<Howdy Eric/Snapper>
It's been away awhile so not sure who I'm chatting with: Bob, Anthony, Seamaiden?????
<Bob>
This is Eric Olson, AKA Snapper on RDO and other places (which we shouldn't mention here.)
<All, any may be mentioned>
Anyway, still simmering on ideas about developing a coral farm in Belize, and need to get some info together.
<Okay>
Specifically, I'm concerned about flack from the tree-hugging right (you see we do aquaculture of table shrimp as well) and I know this type of culture is BAD for reef/estuaries, et al.
1. Can you direct me to some professional reading on aquaculture impact studies on reef environments, etc...
<This literature is voluminous, but not published for resale... get thee to an institutional (large college) library>
2. Are there any international watch-dog groups that would pose a concern, specifically on the reefer side of the fence?
<A bunch. What's your concern?>
Other than that, just plugging along. Would like to still get a trip together soon (spring/summer) to go down and fart around and think up a plan over many beers and a shrimp ceviche or two!!!
<Make it known (as far in advance as you can) re specific dates, itinerary and I/we may well join you>
Cheers, Eric
<Bob Fenner at the HI house>

CUSTOM SEA LIFE- GOING OUT OF BUSINESS
Has anyone else heard this? If true, it is a shame.
<Steve, have you called Dennis at CSL? I would. Bob Fenner>
Effective immediately, Custom Sea Life (CSL) is going out of business. They are closing their doors, not because of bankruptcy or business problems, but due to a personal decision made by the owner.
Through an arrangement with CSL, Champion Lighting will honor all CSL warranties on items purchased by Champion's wholesale, service, public aquarium and retail customers. This warranty will apply to all CSL products purchased in the past and for all current inventory, including refurbished items.
As always, Champion will continue to inventory replacement parts for virtually all CSL products. This includes CSL PC ballasts, metal halide ballasts, fans, sockets, UV's, chillers, and lamps for both the Power Compact and Metal Halide fixtures.
We will continue to distribute and warrantee Velocity pumps.
In the near future we will also be carrying replacement product lines for the PC Moon-Lite, Smart Lite, Power Compact line, Power Coolers, and UV sterilizers under the "Currents USA" brand name. We will continue to carry comparable metal halide hoods, retrofit kits, ballasts, etc.
Be assured that your Custom Sea Life fixtures, hoods, ballasts, chillers, etc. are not orphans. Customers that have purchased or are planning to purchase CSL products will be accommodated by Champion Lighting in every way. Feel free to contact us with parts needs or any concerns with CSL products.
Champion Lighting and Supply Co.
www.championlighting.com
800-673-7822"
I forwarded the Champion email to CSL and am awaiting a response.
<Steve (Allen of WWM, he's out here visiting in HI) and I both did... and his msg. bounced! Bob>

LFS start up... planning
HI, I am in the process of getting prices together for a tropical fish store. I need to know where I can get prices and info on central filtration units. IF you could give me a few different ideas. thank you
<Please read through the Business section on WetWebMedia.com re:
Bob Fenner>

Aquatic Specialists
Hello,
Do you have any information on what happened to John Tullock's Aquatic Specialists store?
Thank you, Jim Behling
<Nope, but am bcc'ing John here re. Hopefully he'll respond. Bob Fenner>

Starting a Tropical fish store
Hi WWM, am trying to start a tropical fish store in the small town i live in
in central Texas but have no clue where to get my supplies from. I've look on
the net up and down but coming up empty handed, maybe am not looking in the
right places or just not getting what am reading.
<Possibly... I would call a few folks here: Central Pet 800-537-3637, Lon Star Pet Supply Inc 888-477-7414, Pet Specialty Products Inc. 940-767-1603... these folks all have headquarters in TX... and there are a few more... listed in the most recent Pet Business Buyer's Guide>
If your team could help guide
me down the right path in would be very thankful. I will need everything from
aquariums, fish, food and the supplies needed to run my store and to
sale....water i got hehe.
<Press on my friend, and welcome to our trade. Bob Fenner>

Starting up a store
Hello Bob,
<Matthew>
First of all, I want to say that I enjoy reading your material on your
webpage, and I continue to learn more and more from you. Fish are a
wonderful hobby that I have been involved in for many years, and I am now at
the point where I have enough equipment set up for easing into my own
venture with my brother. We are building a shop which will provide both
freshwater and marine fish, and I had just one simple question regarding
stocking. I wanted to know your thoughts on sticking to one retailer vs.
purchasing fish from a variety of distributors?
<Best to always have at least two for everything... for leverage, in case ones out of supply... to check pricing>
Also, we are located in
Connecticut, and over the years I have become very friendly with some local
shops, but still am not totally certain as to what method I want to go about
stocking my tanks. My concern is that I want to stock the tanks by reducing
the stress on the fish as much as possible. By any chance, would you know
of any good local fisheries or markets in the Connecticut area that are
easily accessible to a starting business?
<Unfortunately no. But will ask Anthony here if he is familiar with any, and will post on WWM in the hope someone will respond>
If not, what do you suggest would
be the best way for us to get ready to open our doors? any advice would be
much appreciated. Thanks. matt
<Many things to discuss... have you taken the opportunity to attend any trade shows in your area? Have you contacted drygoods dealers re deals, fixtures...? Have you and your brother worked in retail, in the trade at all? Bob Fenner>

RE: starting up a store
thank you very much for your prompt response. I look forward to seeing
replies on WWM in regards to any information that is available to help my
venture really take off in Connecticut, and I'm sure I will be in touch with
you many more times.
<Am looking forward to your relating your experiences. The trade, indeed planet needs more "energy", expression, involvement. Am hopeful you and your brother will add here. Bob Fenner>

Trade statistics
Bob
Do you know where and how I can get hold of statistics in the saltwater aquarium trade?
I spoke to my sister in law's father and he has expressed interest in this business.
He would like to know how much the USA is importing from Indonesia.
Perry
<Mmm, maybe the OFI would be able to help you here: http://www.ornamental-fish-int.org/about-ofi.asp?aid=9616&gid=4813
Otherwise there is (as far as I'm aware yet unpublished) work on marine livestock collection by nation/region assembled by Elizabeth Wood (WCMC)... Such info. is otherwise accumulated by CITES... you might be able to search the enumeration of this data... Bob Fenner>

Start Up Aquarium (in San Diego)
Dear Robert,
<Daniel>
My name is Daniel Kwak and would like to start an Aquarium business in San Diego. I would like to hear any advice on any start up costs involved for about 3000-4000 square feet of area, i.e plumbing, inventory, live stock, etc. I would be doing obviously Fresh and Salt water, live rock, but more on specialties that cannot be attained by anyone in the Area. Any general information that you could provide me with would be utmost appreciated. Thank you for your time.
Sincerely,
Daniel Kwak
<We have much to discuss. I would count on at least 150-200k for this venture... this given your own labor for free in designing, building out the store, shopping semi-hard for fixtures... You could spend easily twice this amount... and have it again as reserve for the first few years in which you should count on being cash negative. We live and have lived in San Diego (since the late sixties) and I've been involved in building out and running (and owning) quite a few aquatics stores here. Where do you want to start in this discussion? Have you read my "five critical elements" pieces on being in our industry (posted on WetWebMedia.com)? You have a general to specific location in mind? A working, on-the-floor equity partner? Some notion of how you intend to finance this venture? Some first-hand industry experience? It is my very strong opinion that the area can/could support a "good store" of about this size and type... but this is a VERY serious endeavor... much fraught with the REAL possibility of/for failure. I will indeed help you, and can do so... but must need know that you are in earnest and VERY likely not to fail... which in this economy and mind-set in our country (toward small business) is too easy to do. Let us keep chatting, Bob Fenner>

Fish collecting business
Hi,
I have been in search on information about a new business I have in mind and since I found your website I have been able to find a lot of valuable information. I will planning on starting a fish collecting business in west Africa. I know I am faced with a lot of challenges. My plan is to setup my facility, begin collection and have the facility running for a few months before I start sourcing wholesalers.
<Actually, I would start this last right now. A very good idea to "go to this step" now in determining who you will sell to, what they are willing to pay, how they want to and can be shipped to (airfreight carriers, CITES, Customs, forwarders...), concurrent with your giving them some idea of what you have available. It may well be that these same folks can/will help you in gathering tools, materials, maybe even personnel to build out your collecting station and gear for shipping livestock>
I am also thinking of breeding some of the local species and hoping that down the road I will be able to rely more on aquaculture for fish I supply.
<... this is an entirely different business... much time, facilities, many hours involved in making a go... Do you have partner/s in this endeavor already? You will need at least one if you intend to do both collecting and aquaculture, plus employees>
Well my question is a business like this still viable in today pet industry and would it be difficult to find wholesalers willing to buy.
<Depends on what you have, can get, the pricing AND airfreight cost and availability... and even if your country's government will allow it. Do you know of existing businesses of your type that are in operation currently? I strongly encourage your talking with, visiting them... even working with/for them for a while>
Is there any article that will answer some of the questions I might have.
Thanks
Dayjee
<Welcome to our industry. I can and will help you if you'd like. By answering your general queries, introducing you about to some of the players in international markets. At this point, do you have a good idea of what sorts of livestock you will have available, in what numbers (sustainably)... how you're going to hold and ship them... to which countries? Bob Fenner>

Re: fish collecting business
Thanks Mr. Fenner, for your response. would you happen to have anyone in the northeast that I could talk to.
Dayjee
<Mmm, not off hand. Is it possible for you to visit locations where collecting is a business. Maybe Hawai'i? Bob Fenner>

Saltwater fish retail biz in West Virginia?
A partner and I are considering a saltwater and coral startup and I was
wondering if you could advise on initial setup equipment and suppliers. Thanks for
the help
<Yes. Where would you like to start? Have either of you worked in the trade before? In retail period? What do you hope to gain through this experience? Is this to be your sole source of income?
Bob Fenner>

Freshwater/Saltwater Ratio?
Dear WWM,
Hello, how is the crew today, tonight, wherever you are? :P
<Fine thanks>
Do any of the crew members know if any figures have been researched regarding how many people keep freshwater compared to saltwater? How about how many freshwater aquarists convert to saltwater within certain periods of time or vice versa?
<Mmm, there have been proprietary data accrual of this nature (mainly by Tetra when it was owned by WLA/Warner-Lambert), and less than accurate "survey" type questionnaire data that the industry mag.s pops out every year... Roughly speaking, leaving out the desk-top deathtraps and "bowls", there are about ten times as many freshwater systems and in terms of dollars about twice in fresh as marine>
I am hoping there has been some scientific research created by someone out there that can give a good ratio (factual data) regarding those two questions.
Thanks for any help you can provide! :D
James
<Folks converting from fresh to marine... don't know. Bob Fenner>

Bob Fenner pet store
Dear Mr. Fenner,
 I am wanting to open a pet shop where I live and I was told
that you may be able to help me in this matter. If you would please get in
touch with me. Via e-mail, or phone.
 Thank you Starla Partin
 e-mail
<How may I be of service? I helped put up a few dozen shops years back... much of the "written" part of how we did this is posted on the "Aquatics Business" subweb on WetWebMedia.com...
Bob Fenner>

Re Bob Fenner pet store
Mr. Fenner,
 Thank you for the info I will check this out. But, the one
thing that I need is wholesalers for the pet shop. I would really like to
work with someone that I know that has a good reputation with the pets that they
have. That is very important to me I only want the healthiest pets that I
can get. So, if you can help me with this that would be wonderful!
<Mmm, what sort of livestock? Where are you (geographically) located? Do you have any industry experience? A partner who has? Many, many important questions to have good answers to before "diving into" the pet business. Study where you were sent on WWM. Bob Fenner>
 Thanks Starla Partin

Industry Financial Information?
Dear Mr. Fenner:
<Mr. Rosenthal>
I am a first time entrepreneur and am exploring the possibility of starting a tropical fish and aquarium store. I came upon your website while doing research on the subject. Thank you very much for your informative and insightful articles and FAQs. They have proven very helpful and also confirmed the fact that I believe that I can be successful in this industry. I do however know that the best way to succeed to draw upon the experience of those more knowledgeable and that is why I am writing you.
<Glad to be of assistance>
I have been a long time tropical fish enthusiast and worked (albeit 25 years ago) as an assistant manager in an aquarium shop. My current business expertise is in the hospitality industry.
<Good cross-experience>
I have 20+ years of operational and accounting management experience in this very customer service oriented industry. I have managed staffs of more than 125 employees and have maintained financial records for as many as 12 hotels at one time. I believe that my business acumen my accounting experience all will assist in a successful endeavor.
<Undoubtedly so>
I am hoping that you might be able to help me or point me in the right direction in the completion of my business plan. I am familiar with the whole business plan process, I am just having a slight problem preparing a financial proforma. If I were completing one on a start-up hotel, I could complete it in a matter of minutes (okay, maybe hours) because of my previous experience. However, I don't have the first idea on how to arrive at estimates for revenues, cost of sales, etc. for the tropical fish industry. The local merchants are no help. Their reply was to stay out of the business - that there is no money in it But when I ask questions about financial items (revenues, COGS, etc.) they clam up.
<I encourage you to seek out the assistance of local wholesalers (drygoods principally) in the trade in your area. They will have personnel (some likely who have been retailers) who can/will give you good input re cost of goods, "typical" mark-up structures, likely sales per square foot, merchandising... AND my usual suggestion to work in the field for a while "on someone else's dime"... to gain insight, even answer the "yes/no" question of whether you want to be in our industry. Mmm, do you have a "vested" partner in this proposed endeavor? I would seek them out concurrently if not>
Where can someone find such information to prepare a proforma? Are there formulas or historical information that one can draw upon. Are there any trade associations that publish such information?
<There are some "dated" and admittedly incomplete data available through the few trade "magazines" (these are listed, linked on WWM), some associations like the FTFFA and PIJAC, PIDA and the APPMA... as well as the (!) SBA.>
Once sales are forecasted, is there an industry standard for cost of goods sold? Is there an industry standard for space lease as a % of sales?
<Mmm, yes... for "mom and pop" (aka independent) retailers to chains to mass-merchandisers... there's a bit of "slip and slide"... W/o seeming to be too slippery myself, for your likely purposes most "inexpensive" drygoods (under a dollar or so) are trebled, ones up to a few tens of dollars are keystoned, higher priced items are marked up a few tens of percent depending on "local market" conditions (e.g. some folks give away fish tanks... and more). Livestock is typically trebled from net landed cost (a bit more for organisms that are only several cents each, much less (to about doubled) for ones that are tens to hundreds of dollars cost. Most people settle on 2-400 dollars annual sales per foot... there are formulae for promotion/advertising (about 2% of gross), lease as a percentage of sales is not usually an issue/consideration with independents but should not exceed 10 percent>
I could go on and on, but I am sure that you get the idea. Any help you can provide is greatly appreciated.
Alan
San Antonio, TX
<Much more to talk about (and will gladly do so). Do make it known if you have that elusive "on the floor" partnership. Bob Fenner>

UK Startup Dealer - 8/16/03
dear sir do you know of any one who can assist me in setting up a small import business of captive bred soft corals, I am mainly after importers addresses and phone numbers thanking you in anticipation of your help mark
<From America, I'm not sure how best we can help you short of direction for you to find a trade magazine (in the US we have "Pet Business" and "Pet Age/Pet Supplies Marketing") or journal (or even contact PIJAC the industry lobbyist organization in your country). Please do browse the many links we have for aquatic business starting from the homepage at www.wetwebmedia.com. Also, be sure to make a business plan for yourself. Seek software like Business Plan Pro perhaps. Most businesses fail that do not write a plan. Best of luck. Anthony>

Retail resale in our interest
Bob,
<Hello>
Before I write a lengthy email with my question; about starting or buying an
existing Retail /
Maintenance Aquarium business is this an active email address. If this an
active email address
any advice to my question. My second question do you consult ?
<Is an active address to reach me. And don't consult per se, but will gladly help you by sharing what I would do>
I really enjoyed your website…Thanks for the information.
<You are welcome. Bob Fenner>
Thanks,
Zachary

Industry info 7/10/03
Hi Anthony, Thanks for the info. Do you have a direct #, website, etc. for the PIJAC journal?
<my apologies... PIJAC is not a journal per se... but our only significant trade organization and lobbyist for the pet trade. Membership buys you access to market info, demographics, business plan support, newsletters, etc. I do not have their address handy... but they advertise in most all of the trade journals. The acronym stands for Pet International (?) Joint Advisory Council>
I signed up with Pet Business and will probably do Pet Age, etc. when I get more time.
<good to hear>
Yeah, I'd like to make the MACNA I'll have to look into it very soon. Thank you, Rob
<all good... hope to see you there. Anthony>

Stocking your books, Uncle Dom... and a new LFS in Bay Area - 7/8/03
And Cheers to you Anthony!
<rock on my sister <G>
Thank you for your positive response to my email...as always it has generated MORE questions and more answers...but such is life!
<'tis a good thing>
We are currently in a crazy state of cycling tanks, faxing out reseller's permits...carrying rocks...and generally trying to beat the summer heat in order to have our grand opening coincide with the Crockett Art and Wine Festival (Crockett is a tiny town in the East Bay Area). I originally was going to take it slow and set up over three months, but when I found out that on August 3rd my new shop would be surrounded by antique cars, wine drinkers, and belly dancers I figured that I couldn't pass up the opportunity.
<indeed... the antique cars and wine drinkers are enough... but the belly dancers really are the icing on the cake. I'll send my fat & hairy Uncle Dominic right over. He make not look lithe... but he truly is a wicked belly dancer. Of course, it will become all too clear why older Italian men are called silverbacks at that point, bit I digress...>
Anyway... Originally I was hoping to take my time and breed my own fish and corals before shop opening, but I am now rapidly finding suppliers that are reliable sources of tank-raised livestock.
<indeed... and do be sure to tap the local hobby clubs for cottage industry frags. You have about 5 clubs in your area. Seabay, BARE, MARS...>
I have been lucky because my hobby of refugiums...which often times become my 6th, 7th, etc. tanks instead of true inline refugiums ( I have an entire tank devoted to snails and bugs...arrrgggghhh!)...has lead me to many suppliers of tank-raised critters. I have recently contacted Indo-Pacific, GARF, ORA Farms, and now, thanks to you...ERI.
<excellent!>
I am excited about the addition of tangs to my line-up, and would like to again thank you for your help!
<always welcome my friend>
My question...
How does Spaghetti Coral actually taste?? haha
<depends on how much wine and belly dancers you've been through before you sit down to eat>
I told my mother about your families fun with your water hobby, and she reminded me of the first pond I dug without permission at the age of 8yrs, and how she would never forget our new family members, the mosquitoes. Luckily, mosquitoes hate saltwater ; )
<Ha!>
I am excited about carrying your books. I plan to buy as many as my budget will permit after lights, tanks, rock...GAWD...what have I got myself into ; )
<no worries... in time :)>
If you are up for some belly dancing and drinkin' with the local yokels come on down to Crockett on the 3rd...we can always use a few more friendly aquarists ; )
<ahhh... would love to. But will be in/returning from a conference in Florida. A return to the Bay area soon would be lovely though>
Best wishes,
Heidi Petty
Owner/Designer
Through the Looking Glass
Living Arts: custom micro-reefs, bonsai/saikei, art and much more.
info@throughglass.com
<best regards, Anthony>

Aquarium Business
hi wet crew. I am an E.R. physician in Puerto Rico. for the last two and 1/2 years i have been studying and keeping saltwater fish and invertebrates. I have a biology degree and found a profound love for my saltwater buddies. with the help of a local aquarium shop owner I learned how to collect, import and the husbandry of saltwater fish. (BY THE WAY ROBERTS BOOK IS PART OF MY FISH LIBRARY). trough the internet I learned plumbing, lighting, acrylic working and electrical wiring of fish tanks. currently I am taking free lessons on woodworking from a wonderful patient of mine who came to my emergency room. I have also consulted with a good friend of mine who is an electrical engineer. so you can see that I am serious about the business. if I continue it would be endless. now to the point . since I live on an island in the Caribbean i would like to know which would be the most profitable venture in the aquatic business. Puerto Rico is a commonwealth of the united states and we are ruled by the same laws. we use u.s. currency. I am interested in collecting fish, growing clown fish, fabricating fish tanks, prefilters, protein skimmers, stands, canopies or cleansing business. I have also thought of starting an aquarium shop. you reply would be greatly appreciated. Dr. Richard Connelly Montesinos
<Thank you for writing. The easiest, lowest-risk, simplest to get into and most profitable aspect of our interest you could indulge in in your setting is the install and service aspects. Putting in and maintaining (marine, freshwater, planted) tanks. Requires only minimal capital, a vehicle to get around, a working relationship with suppliers... I would start here, and if you find you have desires to expand, consider other aspects in turn. Bob Fenner>

LFS
Bob:
<David>
Just wondering why there isn't some sort of license that an LFS would have to earn to be able to sell marine livestock?
<Be careful what you wish for... Who would administer such? How would its regulation be paid for?>
I ask because out of the 5 or so we have here in Pensacola, FL. Only 2 seem to actually know what they're doing (This would be Reefer's Aquatics and Water World) Neither of these sell birds, dogs and cats like the other three.
<I am a big fan of folks getting companion animals like psittacine birds, canines and felines from breeders, not retailers... these animals need much attention and care that is not a practicality in a retail setting>
In the other shops you constantly see little tanks full of dead fish all crammed together or large display tanks with rampant ICH and HLLE tearing these little guys to pieces; it's just really sad - I guess they can support it because of gullible people coming in to buy the stock before it dies.
<Or are using up savings from elsewhere...>
They seem to be selling a lot more since the NEMO movie is coming out, spelling tragic deaths for many Percs and Hippos :o( I mean these guys will gladly bag you up a Volitans with a Perc and send you on your way! (I visit them for dog supplies if you're wondering)
<What will you do to influence this situation? Perhaps mention to them what they might otherwise do? Support the folks, establishments that you are in agreement with?>
Anyway, am I just being weird?
<If so then we both are>
I do have a soft spot for these creatures - this is the guy that got tears in his eyes watching the devastation portrayed on the IMAX film, "Coral Reef"
David
<All is not "doom and gloom" in this world my friend. Seek out a balance of the "good" our species does in this world... and do your part to improve poor circumstances. Life to you, Bob Fenner>

MACNA & Careers
For Bob, Bob, Bob, Bob Fenner. If you ain't Bob please pass it along to him. :)
<Hi Madison>
Hey Bob,
I lost your e-mail address again, I hope this a good one to use.
<Yes>
Are you going to speak at MACNA this year?
<Not this year. Wasn't invited in time and so have scheduled a trip out of the country to dive, photograph, sight-see>
I was looking at "Reef Invertebrates" on your site and it looks very nice. What other books are going to be in the series?
<Let's see... we're working on the Reef Fishes one right now... and there's a third on Cnidarians (stinging-celled animals; coral, anemones... And Jas and I are starting on a Fish Disease title>
Will there be a book on biotopes (especially the Firefish rubble zone with pictures :) I hope so!
<Soon my friend>
I have about a month to decide what sort of schooling I want to apply my vocational rehab money to. I could try to go back to editing on movies or I can start a new life. Can think of any good/fun/lucrative careers? Would you need someone to video and / or edit stuff?
<For me most everything is an adventure... of jobs that I know are "currently" lucrative and relatively going to stay so, commercial real estate, selling/managing securities (stocks and bonds) are my favorites>
Everyone says "follow your dream", but I feel to numb from the time and pain I have gone through getting better. I keep thinking movies or McDonald's but maybe you can put a few more choices in. :)
<Take a break if you don't feel passionate, very sure at this point... maybe a stint with a "temp. service" will grant you insights... while you work for different fields>
Where was the last place you came from? (Cuz your always just getting back :)
<Hawai'i's Big Island last week. Pete, Jack and I bought a house there. It's neat!>
Madison
(Tie-Dye gal. I really ought to get around to changing my e-mail slug-line name, it confused everyone.)
<Good to hear from you, Bob F>

"Exploratorium" in Texas
Bob
I just wanted to thank you for the amazing collection of information and advice that you have made available to all of us. When I was young I volunteered and worked to include teaching summer classes for kids part time with reptiles amphibians fish and invertebrates at the local zoo and museum in fort worth Texas.
<Outstanding>
I have been running my families printing business for a number of years now, and feel that the experiences combined make me at least somewhat suited to opening a/my own store.
Unfortunately the zoo and museum in fort worth have become quite expensive this gave me the idea of opening what I am tentatively calling an "animal exploratorium". I would have my own personal collection about 100 herps and invertebrates plus a sizable increase mainly fish and small mammals. All of these would be on display and I would like to have activities for kids drawing tables etc. I envision this being the majority of my space the rest being devoted to a somewhat selective (focusing on species that I am able to propagate) pet store. It seems that I could charge much less for admission maybe free and at the same time educate/recruit hobbyist/customers. Does this sound like a crazy idea. I apologize for the length of the email.
Thanks in advance for any comments you might have Heath Blackmon
<A neat and worthy project... Have you looked into costs for design, build-out? Would you rent space? Where? What about personnel... how would you train them? Do you intend to "bootstrap" finance this venture or borrow the funds? Maybe an outline of a business plan... and a spread sheet of guessed at revenues and expenses is a good place to start (after figuring how much area, what the fixtures, materials and labor to assemble all will cost, look like... Bob Fenner>

New Business Questions
Hello Mr. Calfo, I spoke with you before regarding a blue polyped aposymbiotic gorgonian. My name is Timmy Nguyen.
<cheers, my friend>
Your advice and guidance enabled me not to take part in the slow death of such a beautiful animal.
<good to hear>
The store selling this gorgonian eventually started carrying it weekly.
<so sorry>
This matter caused me to boycott this store along with many other reasons. Anyhow, I hope you are in good health and doing well.
<with hope for you in kind>
I am sorry to say I missed your visit to the Tulsa Zoo in Oklahoma recently, due to my stupidity (I thought it was the following Saturday). I was very disappointed but hope one day to make your acquaintance along with Mr. Fenner.
<in good time... do try to make it out to MACNA this year. I'm sure some folks from OMAS will be going>
I am in the process of studying up on opening a fish store myself.
<congratulations! And then you simply must start attending the MACNA conferences!!! Networking, contacts, cutting edge information, etc>
I want to be able to provide people with a responsible store dedicated to the well being of our seas' lovely creatures. Through extensive research and experiments, I am gaining more and more knowledge of the husbandry and care for the animals I plan on keeping and distributing.
<all good>
It may sound a little extreme but one of the things I plan on doing is screening the customers who plan on purchasing certain animals.
<can be done politely... but better still is simple honesty and education of your customers... not to mention good salesmanship: stocking only good creatures and selling what you have... and making your customers want what you have to sell!>
I do love my animals like anything close to me and living and would never put any of them in harm's way. I have been working on this for quite some time now. Your book along with this site has been more than helpful to my dream. It help me prepare in the best way possible and I am still trying to do so. I appreciate your indirect help deeply. I have the business plan completed and am now focusing on mainly the livestock.
<excellent>
Right now I am mainly concerned with shipping the genus Acropora using your dry ship method mentioned in your book. If time allows, can you please give me any additional information possible regarding this, please give me as much as possible.
<I cannot say much more than printed in BOCP1... it really is that straight forward. And also as mentioned in the shipping/receiving section of the book... I strongly suggest you try a simple test with a sample piece of coral in a packed and sealed box (as if you would be shipping or fielding it) but keep it in the garage, etc. Open it up at tested intervals over a period of time as if it was transit>
I have not tried shipping a full colony using your method yet, until I am sure I know exactly all of how the procedure works. However, I have shipped frags using moistened paper towels and plastic bail successfully.

Also, just for reference, can you recommend to me any responsible, honest wholesalers?
<your expectations for customers ("screening") and wholesalers is too high, my friend <G>. You need to take more control of such matters. In the case of the wholesalers (again, recommended in the book... at the risk of sounding like a broken record <G>) my advice is to simply look up some jobbers/fish pickers in the LA Internet directory. Then have them in your employ to hand-select ("fish-pick") your orders from the best livestock at various wholesalers each week. There is no such thing as the "best" wholesaler singly since they all deal with volatile wild-harvested products. Expectations for flawless consistency are unrealistic. FWIW though... I like Quality Marine and Walt Smith INT (Pacific Aquafarms)>
If not, for any reason, I understand. I will be paying a visit to the facilities in L.A. in two weeks.
<your best bet!>
If you will be there during the second week of May, it would be an honor to be able to take you out to lunch or dinner if your schedule admits.
<wish I was... but I will be in my home state>
Once again, it is a pleasure to be able to communicate with you and I thank the whole WWM crew for their service. Thank you my friend and may all heaven and glory be yours...just got done watching a Bruce Lee flick on the tube..heh. Best of luck to you all and may all your lives be rewarded as your advice and knowledge has done for me. Respectfully, Timmy Nguyen
<best wishes to you in your endeavors! Kindly, Anthony>

Future retailers
My husband and I are opening a Tropical fish store and are looking for supplies. We are also looking for livestock and a Retail Live Stock unit.
Any suggestions?
The Pratts
Blackstone Va
<Please read through the articles and FAQs archived on our Aquatics Business subweb here: http://www.wetwebmedia.com/AqBizSubWebIndex/Biz%20Index/Biz%20index.htm
Particularly the series on "The Five Critical Elements of Retail". When you have more specific questions we will continue. Bob Fenner>

Starting a wholesale aquatic plant biz
Great site! I always enjoyed your articles in FAMA.
<Ahh, there are a few of us who have been published there>
What is your opinion of starting a small aquarium plant wholesale biz, raising plant species for resale to wholesalers, etc.
<A time that has, or will (should have IMO) come to the U.S. by now! Do check out Tropica and Dennerle's sites on the WWW... I encourage you to investigate further... there are places that do, and have done such work in Fla for years>
Got the water, greenhouse, etc. just want to see if it's feasible.
<Important to do due diligence here... develop "strong" business AND marketing plans... with spreadsheets taking into account monthly expenses... for power, labor (even if you consider you and yours "free"), income... perhaps some possibilities for polyculture... the production of valuable standard animals (like freshwater angelfishes, callichthyid catfishes, Ramshorn snails...) to supplement the enterprise's income>
Thanks,
John Rowe
<A pleasure to serve, share. Bob Fenner>

Re: starting a wholesale aquatic plant biz
Thanks, Bob. Solid advice.
You got the best wet site on the web that's not porn!
<Hey! We've got naked fishes!>
Glad I found ya!
Probably have more questions, so I'll write.
<Real good. Bob Fenner>
Thanks,
John

Re: starting a wholesale aquatic plant biz
Has anyone ever written articles specifically about a wholesale plant startup?
<Not that my files show. There are a few "trade magazines" (other than the hobbyist ones am sure you're aware of) that are produced in English... but these are very general in their content. It might well be more valuable to look into "greenhouse/terrestrial" sources for business information that can be applied to aquatics here. Much of the tissue culture, grow-out, packaging... technology employed in underwater plant business is borrowed from terrestrial/ornamental endeavors. Bob Fenner>

Starting a Pet Shop
First I would like to thank you for taking the time to read my email.
<Thank you for sending it along>
On this coming Wednesday (4-02-03) I am meeting with my attorney to have him start our negotiating for our lease to the store that we wish to open. It is in a yet to be built strip mall down the Jersey Shore. We (my partner and myself) have been trying to start our own business for the past year. Last March we started negotiations with an established Pet Shop and six months later in September they ended when one of the owners pulled out of the deal.
We started negotiations with another Pet Shop that was up for sale on the Jersey shore in December and they fizzled out because WE weren't the ones who were so sure with the business....better to be careful than to be sorry....and we just didn't believe that the owners numbers "jived" from what we witnessed.
<You are wise here>
We have been searching for the perfect site since September also.....and we believe that we may have found it. OK, you may ask, do we have a plan? Yes I believe that our plan has gotten stronger with each side track that we have had. Let me give you some details please.
We are both government workers. My buddy for 16 years, myself for 18 years.
<Have either of you worked in this field? In the "private sector" period? I would try this, even part-time, before leaving your present jobs>
Over the past year when we were negotiating for the first Pet Shop I would help out in the store.
<Oh! Very good!>
I never asked for any type of pay. My work was simply to get a feel of how a business works....feeling that it would lead to our benefit if we bought the store. I did this work for about three months. We have the cash to start and stock a business. The money for the security for the lease....for customizing the store to our specs...to have a fish room built for us (although I will be involved in this physically also)...to stock the store....and to run the store. Because we both have full time jobs neither one of us are looking to take a single dime profit for ourselves for at least the first 12-24 months, and longer if we had to wait....also I have the benefit of having a wife with a great job and the place that I work will give me an extended leave of up to one full year with pay (nice to have a lot of sick and vacation time to work with).
<Why can't we all work for the government?>
We also have employees in place if and when it does happen...fortunate for us, unfortunate for the other stores that will lose a few of their employees.
<Make sure these people share your values, goals>
The realtor has told us that the site will be up and running some time around this fall. It is a site that doesn't have another Pet Shop around it for four miles.
<Sometimes better to be near/er good competitors...>
The demographics are this.....Within one mile there are over 5,000 residents around it.....over three miles there are over 33,000 people around it.
<Of "pet-fish" demography I trust>
The site's anchor store will be one of those large pharmacies. The building for the strip mall will be unattached from the drug store and it will be about 30 feet away from it...We like the idea of a drug store as the anchor in this location because the people who live north of the site don't have a drug store for about 4 miles.
<Okay>
We will specialize in Pet Supplies. We will also carry Aquariums and all of the supplies to go with the fish hobby. We will carry freshwater fish including African Cichlids. We are still unsure if we will sell Marine livestock...and if we do how much.
<Wait till you are ready here>
We will carry reptiles, small animals...including mice, hamsters, gerbils, rats, guinea pigs and ferrets, we will also carry a small selection of birds. The minimum amount of square footage that we can take is 1350 sq feet, but we anticipate about 2600 to 3000 sq feet for our store.
<Yes. For this size line, you'll need the space>
We have in place a lawyer, an accountant, a payroll company, and an insurance agent. I have talked to one of the larger wholesalers in NJ, but they will not talk numbers with me until I actually have the store. To us that is a small dilemma because we would like to figure out a hard number on how much it will cost us to stock the store. We are wondering if we will be greeted with many open arms from some of the wholesalers to try to get our business.......A bidding war from these people would be nice to try to get our business.
<Our trade is a bit odd... in a few ways... as you will come to understand. No one wants to aid and abet folks "jumping in" and having trouble joining the industry (very easy to do). Do check around. There will be other distributors (likely Central Garden and Pet) whose territories overlap where you are>
There are several livestock wholesalers to deal with....as of now I don't have a favorite as I have seen some of these stores fish shipments and I have been disappointed.
<Learning to "pick and choose" through assortments is an ongoing science and art>
We know of a breeder of African Grays and a breeder of lizards and snakes. We are also thinking about having a pet sitting service in the store. People have told us that all of our ideas and plans seem to be rock solid. We have also been told that we have not a stone unturned. Call me paranoid, but I am always thinking that there is something else that we are forgetting.
<A healthy business trait>
We have a list of every type of bill that has to be paid monthly and quarterly. We have a good accountant also.
<Does your Business Plan include a monthly cash-flow chart? Do make one of these with likely in/out flows of monies detailed... and use it to tract actual progress>
If all goes well with our attorney and the realtor on the lease then we know that our work will be cut out for us.....one of the things that we want negotiated is the size of our sign on the road. The total size of the strip mall will be 8100 sq feet and if we get our 2600-3000 sq ft we will have the largest spot of the strip mall and would want the top and biggest sign.

I believe that I know what has to be done after that, I am just not sure it what order to do those things. Some things that we will have to do are:
Go to as many Pet Shops as we possibly can....there is never enough ideas to get on setting up a shop I believe....although I would still look and ask for help on this.
<Good idea. There are many good inputs from "non-pet-stores" as well here>
Go to any trade shows that are in the Northeast. Subscribe to ALL of the industries publications.
<Yes, Pet Business, Pet Industry News...>
Talk to and secure all of the employees that I am taking to my store. Checking out all advertisers...especially for their fees. Talk to wholesalers. I guess there is something that I wanted to tell you that I forgot...and I know that my email was really long-sorry----but I will take all of the help that I can get.
Thank you,
A Possible Future Pet Shop Owner
<Keep dreaming, accumulating ideas, facts... Bob Fenner>

Re: Starting A Pet Shop
In my previous letter that you answered I wrote:
First I would like to thank you for taking the time to read my email.
On this coming Wednesday (4-02-03) I am meeting with my attorney to have him
start our negotiating for our lease to the store that we wish to open.
It is in a yet to be built strip mall down the Jersey Shore. We (my partner
and myself) have been trying to start our own business for the past year.
Last March we started negotiations with an established Pet Shop and six
months later in September they ended when one of the owners pulled out of the
deal.
We started negotiations with another Pet Shop that was up for sale on the
Jersey shore in December and they fizzled out because WE weren't the ones who
were so sure with the business....better to be careful than to be
sorry....and we just didn't believe that the owners numbers "jived" from what
we witnessed.
We have been searching for the perfect site since September also.....and we
believe that we may have found it.
OK, you may ask, do we have a plan?
Yes I believe that our plan has gotten stronger with each side track that we
have had.
Let me give you some details please.
We are both government workers. My buddy for 16 years, myself for 18 years.
Over the past year when we were negotiating for the first Pet Shop I would
help out in the store. I never asked for any type of pay. My work was simply
to get a feel of how a business works....feeling that it would lead to our
benefit if we bought the store. I did this work for about three months.
We have the cash to start and stock a business.
The money for the security for the lease....for customizing the store to our
specs...to have a fish room built for us (although I will be involved in this
physically also)...to stock the store....and to run the store.
Because we both have full time jobs neither one of us are looking to take a
single dime profit for ourselves for at least the first 12-24 months, and
longer if we had to wait....also I have the benefit of having a wife with a
great job and the place that I work will give me an extended leave of up to
one full year with pay (nice to have a lot of sick and vacation time to work with).
We also have employees in place if and when it does happen...fortunate for
us, unfortunate for the other stores that will lose a few of their employees.
The realtor has told us that the site will be up and running some time around
this fall.
It is a site that doesn't have another Pet Shop around it for four miles.
The demographics are this.....Within one mile there are over 5,000 residents
around it.....over three miles there are over 33,000 people around it.
The site's anchor store will be one of those large pharmacies. The building
for the strip mall will be unattached from the drug store and it will be
about 30 feet away from it...We like the idea of a drug store as the anchor
in this location because the people who live north of the site don't have a
drug store for about 4 miles.
We will specialize in Pet Supplies. We will also carry Aquariums and all of
the supplies to go with the fish hobby. We will carry freshwater fish
including African Cichlids. We are still unsure if we will sell Marine
livestock...and if we do how much.
We will carry reptiles, small animals...including mice, hamsters, gerbils,
rats, guinea pigs and ferrets, we will also carry a small selection of birds.
The minimum amount of square footage that we can take is 1350 sq feet, but we
anticipate about 2600 to 3000 sq feet for our store.
We have in place a lawyer, an accountant, a payroll company, and an insurance
agent.
I have talked to one of the larger wholesalers in NJ, but they will not talk
numbers with me until I actually have the store. To us that is a small
dilemma because we would like to figure out a hard number on how much it will
cost us to stock the store. We are wondering if we will be greeted with many
open arms from some of the wholesalers to try to get our business.......A
bidding war from these people would be nice to try to get our business.
There are several livestock wholesalers to deal with....as of now I don't
have a favorite as I have seen some of these stores fish shipments and I have
been disappointed.
We know of a breeder of African Grays and a breeder of lizards and snakes. We
are also thinking about having a pet sitting service in the store.
People have told us that all of our ideas and plans seem to be rock solid. We
have also been told that we have not a stone unturned. Call me paranoid, but
I am always thinking that there is something else that we are forgetting.
We have a list of every type of bill that has to be paid monthly and
quarterly. We have a good accountant also.
If all goes well with our attorney and the realtor on the lease then we know
that our work will be cut out for us.....one of the things that we want
negotiated is the size of our sign on the road. The total size of the strip
mall will be 8100 sq feet and if we get our 2600-3000 sq ft we will have the
largest spot of the strip mall and would want the top and biggest sign.
I believe that I know what has to be done after that, I am just not sure it
what order to do those things. Some things that we will have to do are:
Go to as many Pet Shops as we possibly can....there is never enough ideas to
get on setting up a shop I believe....although I would still look and ask for
help on this.
Go to any trade shows that are in the Northeast.
Subscribe to ALL of the industries publications.
Talk to and secure all of the employees that I am taking to my store.
Checking out all advertisers...especially for their fees.
Talk to wholesalers.
I guess there is something that I wanted to tell you that I forgot...and I
know that my email was really long-sorry----but I will take all of the help
that I can get.
Thank you,
Now a follow up:
First, and again, I would like to thank you for taking the time to read my
letter.
Well, we had the first of what may be many meetings with our attorney.
<Get a good idea ahead of time just "how many" of these meetings there will likely be... I strongly suggest a flat fee rather than hourly charges here>
We discussed what we were looking to accomplish and what we were looking to
get by having the attorney negotiate the contract.
<Mmm... these matters are not generally complicated... to the point where those involved (you, your partner, spouses...) can't or even shouldn't just negotiate for yourself/ves>
We went over the asking price for square feet, triple net, and yearly
increases.
<Do chat with other tenants in this area, strip mall... they may have very useful input as to what they did, what the consequences were in their dealings with the landlord/leasing/management company>
We mentioned how we want the middle of the strip mall and the largest sign on
the highway.
We also talked about incorporating versus LLC's.....we are leaning towards
incorporating.
<Is this really advisable? What do you hope to gain by incorporating? Relief from personal liability? To share ownership in part with others? What State will you incorporate in? What are the tax consequences?>
We also got a little splash of reality from our attorney......he told us that
whenever the realtor says that the building will be up and running add
6months to that. We were told by the realtor October or November...so now we
are thinking more like the beginning of next year.
<Maybe>
A few more months to plan....a few more months to save.....a few more months
of thinking "when will this finally happen"?
<Yes... but there is time, many things that can be done ahead of time to assure your success... gathering fixtures, information, planning for the next cycle of Yellow Page ads... much, much more>
Last week when you replied to my email you mentioned having a plan...I guess
like having a chart on how much money we believe will be going in and out
monthly when the business is up and running.
<Yes, by the month... for at least two years out... that you can/will check against>
Well I have checked my paperwork
from the two stores that we were looking to buy last year and I have a
question about spending for you.
One of the Pet Shops spent about 58% of their gross income on inventory...the
other spent 64%. Is this average?
<Not atypical in these times>
Have you seen much lower or much higher?
<Not much different... a few percent either way>
We are also asking for 3000 square feet. I was wondering if after we get the
final square footage of the store would you mind if I could pick your brain
on a store setup.
<This would be fine>
I have seen in most stores that putting the less profitable
(percentage wise) items like dog and cat foods in the rear of the store makes
the consumer have to walk by the setups of dog and cat toys, leashes,
collars, and other very profitable items.
<Yes>
I have sat with and talked to
several Pet Shop employees and owners who have shared their ideas with
me......but I would actually love to hear what you have to say.
Thanking you again,
A Future Pet Shop Owner.....Bill
<Glad to be of service. Bob Fenner>

Update on the Marine Aquarium industry
Dear Mr. Bob,
Greeting, I am a Marine Biology Graduate from the University of San Carlos, Philippines. I will give you a story of why I am interested in your website. I grew up and lived almost half of my life in an Aquarium business. Mr. Ramonet T. Sian ( my father), I can say that he was the number one exporter of tropical fish in the Philippines. I've been working as a Marine Biologist for more than two year in his business ( Brem Marine Inc.).
It would be very much appreciated, if you could give me an update of what's going on now in the Marine industry.
Kind Regards
Ma. Lourdes Sian
The Fairmont Dubai
Sheikh Zayed Road
Dubai, United Arab Emirates
PO Box 97555
Tel: 00971 4 332 5555
Fax: 00971 4 311 8955
<First, can't profess to knowing (much) of what is going on. Do get out to the larger trade shows in the U.S. and internationally, visit most months places involved in the trade... but am not "in the trade" per se. In large views, the western "consumption" of ornamental marines is lower now per capita than in the late sixties, much more is being captively-produced... most Clownfishes, Gobiosoma Gobies, Pseudochromids... and an appreciable amount of stony, soft corals, BTA anemones. More types/species of livestock are now collected from more sources, incidental mortalities have been reduced... there is controversy re NGO's seeking to tax/aid the trade/governments by making surveys of stocks, figuring OSY, "certifying" regions, businesses. You can see some of the correspondence re this here: http://www.wetwebmedia.com/WWMAdminSubWebIndex/macattack.htm
and beyond. Many good people have been making strides to "clean up" the use of destructive practices (poison-means of collecting, inappropriate species, holding, shipping...) with not much benefit to date (monetarily) to themselves. The hobby continues to "churn and burn" consumers... we still have more than 100% turnover in the U.S. every year... there are far fewer retail outlets (cost of business, other diversions, folks too busy for "hobbies") while the need for awareness, interaction with the living world continues to grow. Bob Fenner>

Drs Foster Smith and FFE
Crew,
Have you all seen that Drs F&S have purchased FFE? Went to FFE this am to
check something out and it's all over their main page.
<Yes>
I know FFE was based in So Cal, with most of their shipping facilities on
the west coast.
<Yes>
Drs F&S is in Wisconsin, but do any of you know where their LiveAquaria
facilities are?
<There>
Do any of you know if they still maintain facilities in FL
from their previous purchase of ETropicals?
<Don't know>
I'm curious about advantages/disadvantages of this merger for those of us on
the East... will our stock be traveling a shorter distance to our homes etc?
<Believe so. Have met some of the staff, looked over their site... Competent, professional folks>
Any insight or "industry insider" info you may have would be appreciated.
<Will be chatting with the previous owner of FFE later today...>
Also, do you think (in general) that this consolidation of the e-tailers is
good or bad for the trade in general?
<Mmm, better for now.>
 There is less competition out there
now obviously among the sites, but does that mean streamlined supply chains,
etc?
<Most all the livestock going through these facilities is "funneled through" and from a very small number of agencies (collectors, breeders, transhippers, "wholesale" businesses... With size comes (hopefully) lowered freight, handling expenses... improvements in expertise, more value to the customer.>
Thanks as always
Rebecca Dimmick
<Thank you. Bob Fenner>

Re: opening a fish store
Hello I am Thomas Kellermann Jr.. my partner and my self are opening a aquarium /fish store . The store is going to be on Long Island New York, If possible we are looking for any info on grants, loans ,suppliers ,or wholesalers if you have any info could you please forward to my email
 Thank You

 Thomas Kellermann Jr. Scott Miller

Advice (on starting up a LFS)
Hi,
 I am wanting to open a tropical fish store in Redding, Ca. (Northern California) and I am currently on workman's Comp for a firefighting injury and I am permanently disabled. Work Comp has offered to give me up to $16,000.00 to be self employed and to start my own business. Fish is something I have always enjoyed and I want to start a Fish Store in my town. What am I looking at as far as startup costs?
<Likely more than this sum of money... just in inventory. There are a few ways to approach this "answer", like, how many square feet of space will you have, how much cost per square foot in your selection? There are some substantial savings to be had from building out what you can yourself rather than purchasing fixtures, or buying used... for set-up.>
I am planning on starting my business in my garage, which is residential and commercial zoned, I have a fully insulated large garage and I thought about starting here at my home until I had enough built up to open a actual store downtown. I don't have much competition as far as tropical fish stores, except Pet-co. So, I guess I need to know the following:
1.) how much of a start up cost am I looking at to open a tropical fish store (Freshwater Tropical)
<Good idea to star