We've always dreamed of opening a saltwater aquarium store, or as the reefers call it a LFS (local fish store). We've been in the hobby for about 4 yrs now and think we know what people want and would love to help out people with their tanks. You know how much I'm on all these husky forums, well I was even worse on reef forums when we started out in the hobby (member of 5 different forums and 2 local reef clubs!).

After moving here and getting our girls and learning about healthy foods, I started shopping at a holistic dog food shop that's about 30mins away (closest one near here). I really like the products they carry, how much they help out the local animal shelter (same one I volunteer for), and how they are slowly educating the public about healthier foods for their pets.

So with all that, we have a dream to open up a pet supply/saltwater reef store. We're going to see what the prices of leasing will be soon and try to get some other numbers figured out. We figured we'd carry things that petco and petsupermarket don't carry, cause they are the closest pet stores around here. And the closest holistic pet shop is 30mins away and the closest LFS is 45mins away.

Anyway, what do you think? Are we crazy? Would you shop at a store that's half holistic dog and cat foods and other supplies and half fish stuff? Anyone own a retail store before that can give us some tips?

I would say it all depends on how big of a reefer community you have near you. There was a pet store across from my house that was half dog/cat and then the other half was birds. Their pet products were all amazing foods and such (they were how I found out about THK, Grandma Lucy's, Ziwipeak) but the fact that their dog/cat portion was so small to make room for the bird portion really hit them hard, especially since it wasn't common for them to get business on the bird end. They closed before even being open for a year.

A friend of mine has an online delivery holistic/natural dog food store. I think the most difficult thing for him is drumming up business because Petsupermarket and even petco are getting very price competitive while he can't drop prices as low as they do. I know i'm a big cheap-o and won't buy something somewhere even if it's just $1 than some place else. I think that's the biggest issue he's facing.

I think it really depends on what's around you, as well as what kind of customer loyalty programs they have.

I HATE Petsmart! I have only purchased Sabaka's Kong halter and leash there in the months that I have had him. I have never bought a fish there, nor kitty supplies! I went in there last week for a rubber dog tag cover (the one's that reduces the rattle) and they act like they don't even know what I'm talking about! I think their stuff is WAY overpriced for the inferior quality. I really don't know why I keep going back. Our mom and pop pet shops are the only ones that carry decent food or Lupine collars or bully sticks or Zukes treats or any decent quality treats.... I could keep listing things....

I think I saw my training treat pouch at Petsmart for a much better price than I paid for it. But that's like 1 out of 100 items!

I say you should go for it! I totally support the small shops around me. I HOPE they are succeeding (but I guess I can't really know from the outside looking in)!

Good luck!

My parents have a small business, I worked at small businesses in college, I started my own small online business, and I also worked for a company that sold services to small businesses - so I'm very familiar with the issues. Unfortunately, most don't last a year. However, you can fights those odds by preparing well and having enough money in the bank since you probably won't turn a profit for at least a year. I also have the dream of being an entrepreneur - so if you really want to do this - you can make it work with adequate preparation!

Running a small business, especially a retail business, is very tough. Not only do you have to be an expert on pet supplies, but also in accounting, marketing, legal issues, human resources and sometimes even plumbing and interior design! When you have a small business - you have to do everything. A good way to start doing research is to work in a small pet supply business for a few months and observe. Perhaps they have part-time positions available? You can even be upfront with them and tell them what your plans are (if they're located farther from your future business or have a different niche).

Does your area college offer small business classes? It's a big responsibility with the inventory management, the accounting, payroll, business taxes, ordering from suppliers when you're new, etc. If you're new to a supplier, you'll need to build up credit with them. That means that for the first few months or so, you'll need to pay for inventory COD (cash on delivery). Once you've established yourself, they may start giving you terms of 10 days, 20 days, 30 days and so on. Make sure you have enough cash on hand to pay for all the inventory, your rent, payroll, business taxes (submitted quarterly) for at least 6 months, if not longer. Same with your landlord, you may need to pay multiple months rent. Plus, have a repair and reno fund started - did you know that commercial landlords aren't responsible for anything other than the outside of the business? Your toilet breaks, you have to call and pay for the plumber, etc.

There are community college classes here who cover how to start a small business - how to get the certificates, how to pay your taxes, how to do payroll, etc. Is there a women in small business club in your area? That may be a huge help too! Especially if you need to establish a relationship with a bank for possible future loans.

Speaking of banks, you'll need to set up a credit card account to take cards. Research the fees you'll need to pay. If you're starting out small, look for the "Square" - a small white square that is a swiper that attaches to your ipad, iphone, etc. The fee is 2.75%, not great but not bad when starting out. And it's free to start. https://squareup.com/ You'll also need a cash register computer and an inventory management system. Those are pretty expensive if you get the standard ones. Do some research on small businesses and what they use. The Square has an ipad app that looks pretty cool - and also gives you a competitive advantage in looking like a cool hip business. You basically enter the items and total it, then pass the ipad to the customer to sign, and they also have an option to send themselves an email receipt!

Marketing your new business will be tough, too. It'll be months before people who drive by will stop by. And while you want to be out marketing your business, you'll need to be in the store handling issues. Definitely make sure you have a website, with current or future ordering capabilities. Maybe differentiate your business by providing a "buy online and pick up" scenario for busy pet owners! Network with other business owners! The doggie day care here networks with the dog training facility, the local coffee shop, the local dog walkers, etc. They send each other business all the time!

And when people finally come in to your store, you want to have the inventory that they expect. Kristina and Heather are right - you can't compete and you can't have everything in stock. So you'll need to a pick a niche. There are pet stores here that have all natural foods, that have all high end pet toys and that have the better foods that we all feed our huskies. Do a competitive analysis of all the pet stores within a 45 min range and mark down specifically what items they have. Then do a gap analysis to see what niche you can fit that they don't.

That best thing you can do is research this business the way an MBA student would - so that you have a clear, unemotional idea of what to expect - how much money you'll need to start, how long until you turn a profit, when you can hire your first employee, etc. Make this your big project for the next few months. While you may have an idea of what you want in a business now, it may change based on the research. Here are some very basic how-tos, you will want to find more in-depth ones online:
http://www.entrepreneur.com/howto/startyourbiz.html

Here's a small forum for creative women starting businesses. It may not have all the info you need but you can cruise around and see some of the topics:
http://www.theswitchboards.com/forum/index.php

And if there's a way to start your business part-time at home first, you minimize the risk of having to work through all the learning pains while maintaining some of your income. Can you start part of the reef business online? My uncle had a part-time koi supply and pond business with the hours being "by appointment only", which was great for the customers because they could come by after work. His main customer base was friends from their koi club, and also online customers who found them via the internet.

A major plus you have going for you is that you love pets and you are PASSIONATE about the business. This will help you when the hours and stress start getting you down. Good luck and keep us updated!

Excellent post, Hollywood! What is your name by the way? I hate calling you HW all the time!

Sara, I would narrow down your store to either LFS or specialty pet food store rather than try to do both. I think trying both will lead to not being able to carry as much as you would like in both categories and make it harder for your to cater to your individual markets. Just my two cents.

It is my dream to one day go into business for myself as a specialty pet food store but I know how hard it will be in so many aspects (I am a former business major) from the financial side of things, managerial, TIME (don't plan on much free time or vacation for a few years), accounting, HR, marketing, overhead, suppliers, not to mention customers and don't expect to turn a profit for at least a couple years. It's a labor of love and it can be done but think it through very thoroughly. Hollywood covered a lot of the bases pretty well that you'll need to consider.

If you really want to have both the LFS AND specialty pet food I would start with one (I think the LFS being more specialized might give you an edge as a starter over trying to start a specialty pet food store) until the business makes it off the ground and starts turning a decent profit. Then when the one aspect of the business is going well and you've got a good, regular customer base you might consider expanding to include the other aspect.

Where are you considering opening a store? In FL? I know there were a lot of specialty pet food stores in and around the Orlando and surrounding areas which is why I ask. LFS' were harder to come by as they often closed (not to scare you). Plus, finding a GOOD LFS is often a challenge. Do you shop at Marcye's store, Sea In the City in Orlando? She was by far the best LFS I found in the Orlando area and I would GLADLY drive the distance (30-40 minutes one way from my house) to pick up coral and/or fish/inverts/LR from her even though there were other local LFS much closer. Keep customer loyalty in mind when you make these considerations, I know Marcye is a wonderful, dedicated person who has a lot of loyal customers for example. I know if I were still in FL, I would be hesitant to take my business from her to some new store that was closer after building up a great relationship over the years. Just another thing to keep in the back of your mind.

When this happens let's talk. I do graphic design and web design as a profession.

Thanks for all the info! I'll talk with Steve about all of it. Unfortunately, I don't think any of the stores around here need any help, but I will call to make sure. I can advertise on a couple club forums for the fish stuff and the local kennel club and different dog classes for the dog stuff. And if we get our dream location (probably will be too expensive) we can advertise at the new movie theater. They are building a new theater down the road from where we live that's very close to the interstate and will be building a shopping village there too. Their not even close to being done with the theater even, so you can see we're not trying to rush things! lol.

And I dunno about just making it a LFS. Yes I know a LFS would probably do much better than a half and half one, but I don't think I'd enjoy it as much. It's Steve's thing to do the fish stuff and my thing to do the dog and cat stuff. I dunno, we'll think about it.

And Val, are you crazy?! If I'm thinking of the same person, Marcye who owns sea in the city, a ton of people hate her and she was pretty b*tchy to me one day.

Huh, that's weird. Doesn't sound like the Marcye I know. The Marcye I did business with always had lots of super happy customers and she always went above and beyond for us. I've been in the hobby for MANY, MANY years and I've never had such amazing service and such a wonderful experience as I did with Marcye. Mind you, I haven't done business with her since 2007 so I can imagine that things can change in 4 yrs...but I just cannot imagine Marcye being a b**** nor can I fathom people hating her...not the way I knew her. That's a shame to hear you say that.

She must have changed or something. But she did have one employee who was super nice and very helpful. Met her the first time I went and was disappointed when I went a second time with my dad and Marcye was speaking to us in a really arrogant way. Maybe she was just having a bad day? But I do know she earned a lot of enemies when she called the authorities on one long time hobbiest who was selling some nice corals for really cheap, cause he had to keep them trimmed back in his tank. And you know everyone does it eventhough it's not allowed without an aquaculture license. But she got him in trouble for no good reason and he was friends with almost everyone in ORCA, so you can see why people stopped liking her.

Yeah I can see why that would upset people but at the same time, it hurts people like her how do that stuff legitimately. But you're right, people do it all the time (right or not). I can only speak for my experience with her personally back in the day. Hubby and I both can attest to how great she was and she really bailed me out of a jam when I had literally no one else to turn to in one of those 'final hour' type moments (free of charge on top of everything). She's helped me in ways that I could never forget...hence why I would remain loyal to a person like her (at least the way she was). Sad to hear what's taken place but I do prefer to remember her the way I knew her.

No I get you. A lot of people don't like Fishy Business, but the guy who owns that who everyone says is kind of mean, really helped me out once. Since FL made a law that you can't sell formalin anymore and no one seems to carry it anymore (which is a shame since it's about the only thing that can treat brooklynella), he just told me to bring in a small container and he gave me some from his own stash. I've been greatful ever since.

And speaking of trading and selling corals, ORCA could actually get in a lot of trouble if authorities ever came to one of their frag auctions. Not legal! Hence why I've only been to one.

So figured I'd pull up this 2yr old thread. This is the reason why I'm hardly ever online anymore! Steve and I went crazy and actually opened up a store. We decided in the end to drop the dog/cat side and just go all saltwater fish. Mainly because doing all of it would have been way too much work and because a nice holistic dog and cat food place opened up not too far away.

Here's our website (Riley Florence, not sure if the offer still stands, but I would love for our website to look better! I put it all together on vistaprint and know nothing about making websites!): www.thestormbornreef.com
Our FB page (please LIKE us! ): https://www.facebook.com/StormbornReef
And some pics of the store:






OMG people, why didn't you try to talk me out of this crazy idea better?!?!?! It's an insane amount of work running a whole store (with living things to take care of making it extra hard!) with only two people. Some days I love it and some days I just want to cry. We'll see how we're doing in a year or so. Think the hardest part is just to survive as we try and get our name out there. Found out we opened just as the worst months for fish stores were hitting. Lucky us! So we're hoping things will pick up as time goes by.

So, anyway, just wanted to share.

That's awesome!! Congratulations!

Congratulations and good luck

Congrats! Looks great. Good luck

Congrats! I just read through this thread and wanted to say that we have a store here that I thought was strictly saltwater fish and supplies but found out just two days ago that they carry some dog food too! The owner services tanks and since many of his clients have dog he started carrying the dog foods they usually use and will deliver it when he is servicing a tank. He doesnt have any displayed and keeps it in the back of the store. Just figured food for thought if you guys serviced tanks. I was thrilled to find this out since the stores a 5min commute instead of at least 20 and for whatever reason a buck less on my dog food.

Congratulations! The store look's awesome and it's decorated so well! You did a great job. I love salt water fish, wish I could own one, one day (I heard they are A LOT of work).

This is great! Congrats! I'm sending a private message now.

Congrats! That looks awesome!

congrats on the new business and I hope all goes well

Best wishes you do well and not lose your mind any more!!! do you take the pups to work with you?

Congrats!! I love how you've got your store laid out and decorated. I really don't know anything about fish stuff, but your store definitely looks a lot classier than any of the stores around me. Eventually I'm wanting to have my own store too so this whole thread is awesome =]