Aquatic Designs
About the Company
Aquatic Designs, Inc. specializes in providing aquarium systems and maintenance services for a wide range of businesses. Larry McGee services aquariums in restaurants, hospitals, medical offices, and even big-box pet stores throughout central Arkansas. The company focuses on creating beautiful, functional aquariums for businesses, offering both custom and pre-made designs based on the client’s needs. Over the past 20 years, Larry has fine-tuned his business to provide a reliable, steady source of income by maintaining over 60 aquariums on a monthly basis. This has allowed him to grow Aquatic Designs into a six-figure business.
Idea Behind Company
Larry McGee didn’t originally come up with the concept for his aquarium business. The idea was created by a friend who started the business in the 1990s while both were working at Walmart. Larry, already a tropical fish enthusiast, occasionally helped his friend with aquarium maintenance. When his friend had to move out of town, Larry bought the small business for $2,500. At the time, he had no formal entrepreneurial training and only ran the business as a side gig. Over time, however, Larry recognized the business's potential and began developing it into a full-time profession.
Creating the Company
Larry McGee’s journey from hobbyist to business owner took time. After purchasing the business, he worked on it in his spare time while raising a family and holding down a $12-per-hour job. For the first eight years, the business grew slowly, and it wasn't until much later that Larry realized the potential for a solid income through professional aquarium maintenance. Lacking resources in the pre-internet era, he learned through trial and error. Eventually, Larry began to explore business literature and online resources, discovering that his business model aligned with many desirable traits, such as repeat customers and low stress.
Launching the Business
Larry’s aquarium business grew slowly at first, but over time he developed methods for attracting and retaining customers. His primary marketing tool was initially the Yellow Pages, but it has since shifted to his website, where potential customers find him. Although he doesn’t actively pursue new clients, his strong reputation and reliable service have led to long-term contracts. For example, one of his first customers has generated over $50,000 in revenue, while another, a children's hospital, has brought in nearly $300,000 over 20 years. The business now runs on a model of consistent, recurring monthly income through aquarium maintenance.
Earnings
Aquatic Designs, Inc. generates around $100,000 annually in sales. Larry's business operates on a high-margin model, with approximately 90% profitability for larger accounts. He has kept the business simple and lean by avoiding unnecessary overhead costs like hiring employees. Instead, Larry works out of his home, managing his website through WordPress and handling accounting via QuickBooks. His customer acquisition costs are minimal, often limited to a letter and a stamp, yet he’s able to secure long-term, lucrative contracts. Today, Larry supplements his aquarium business income by offering online courses and consulting for big-box pet stores.
