Note from
Aquarticles: This article is about the
aquarium servicing business from the point of view of the store owner (and you could write
an editor’s note pointing this out)…… but perhaps one of your members, on
reading this, will be inspired to show the article to a store owner and become a
sub-contractor or independent “running it through the store”:
- He/she will be forever grateful to you, the newsletter editor, for the idea.
- You will, hopefully, see more and better maintained aquariums cropping up all
over town.
- You’ll never get an article like this from one of your members who does this
already – it would mean competition!
P.S. See our article People/Sean Holland
– about a young man who has his own aquarium service business.
Aquarium Service Business
by Robert Fenner
Reprinted with permission, from Bob's website in San Diego: www.wetwebmedia.com
Aquarticles
The concept of running a service company in concert with a retail business is not
new to many industries. A survey of periodic literature points up the tremendous growth in
the service sectors of employment and the prospectus for more growth. There is a growing
trend towards this end in the retail pet trade, in particular in the aquatics areas. And
rightly so; good sales are made and augmented by supplying set-up, on-going maintenance
and diagnostic services for aquaria and ponds.
This article describes the basics of such a symbiotic relationship. Our own
corporation, Nature Etc., Inc. operates such a business in San Diego, California, in
concert with our retail outlets, Wet Pets, and other Divisions, making us a turn-key
operation in ornamental aquatics. We have made our living providing services and products
in this field since 1973.
Critical Elements:
Are the same as a retail store: Finance, personnel, location, set-up and stock. Let me
briefly describe what I mean in each category.
1) Finance.
Yes, servicing aquatic systems takes money, like all other business endeavors. But not
much. As you will find, much resource sharing can be done with your present operation.
Small one-shot jobs can be billed and collected for on-completion, on-site. If this is to
be a substantial part of your business, I encourage you to establish an entirely separate
system of accountability for your service operations; requiring those involved to be
responsible for billing and collecting accounts receivable and making their own payables.
Start-up costs can be minimal, if you are able to lend a service vehicle and some nominal
cleaning equipment.
2) Personnel:
Can run the gamut of shifting or hiring a part-timer to install and keep-up aquaria, to
a full-time staff with it's own marketing, engineering/manufacturing, operations, finance
and general management. It's fine to send out someone from your regular staff who has been
okayed by your insurance company, for time to time work. Another very real possibility is
using someone in a sub-contractor basis, or encouraging someone interested in starting a
service company and "running it through your store". Whoever does it, the work
is enjoyable, the hours flexible, and the pay much better than most any other position in
our industry.
3) Location:
Can be a part of your store for some time for some days of the week. Depending on local
laws, a municipal business license may allow an in-home office and some storage. The
amount and quality of space is not problematical. A desk space and access to a phone are
paramount.
4) Set-up and 5) Stock
are simple matters: use your store! A simple charge/back-charge system of lined paper
to a computerized cross-inventory process may be employed to keep track of who owes who
for what and whether money is being made or just shuffled. Other Matters: Marketing:
What do you say when a customer asks you if you deliver, set-up, make sick fish house
calls, etc.? Yes! This is service! Just think how much more business you'd have if you
advertised on your business cards, printed ads, directory advertising, et al., including a
sign in your store. Just word of mouth will boost sales and income in and out of your
store.
Our own business owns and operates out of a 8,000 square foot building with a
freshwater and marine import, acclimation and holding system, facilities for fabricating
and showing custom acrylic aquaria, warehouse space for tools and materials and office
space for technicians, marketing, administrative functions and other management. There
is money to be made in aquarium service.
How does the service and retail business work out together? Excellently! We constantly
feed each other leads, exchange materials, share technology and marketing ideas at weekly
meetings.
Many retailers have given consideration to starting or expanding a fish service
operation at their stores. There is little up-front costs and much of the continuing costs
are met with the store's normal operations. What it takes as usual is time, dedication,
leadership and organization. If you have little desire or time to devote to running your
own service company, you might consider "subbing-out" to an enterprising person
in your area or selling your leads directly.
Definitely, a wet service company can bring more money into your shop and help you pick
up the slack in any slow periods.
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