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New firm will take care of tropical fish, tanksLike artwork, tropical fish give pleasure just by being there. Currently, many families and individuals who have considered an aquarium, but have declined because of the time and expertise it takes to maintain both the fish and the tank. But now, Tank Goodness, a Northbrook, Ill-based commercial and residential aquarium design and maintenance firm, means that nobody has to.Thirty-five-year-old Betty Hoef-fner had always enjoyed her friends' aquariums and wanted one of her own. But because of her hectic business schedule and the lack of available aquarium services, Hoeffner decided against it.As founder and president of Tank Goodness, Inc., Hoeffner has been preparing her plunge into what she has coined “the aquarium aftermarket” for over a year. Her company is carving out a metropolitan Chicago niche in this subtle but very substantial market, currently believed to include 20-30 million aquariums in the U.S. alone.HOEFFNER, ALSO senior vice-president of S S Public Relations, feels this is another case of an industry created not by those already in the market but rather by one who needs the services. “When I couldn’t find anyone who would set up an aquarium and most importantly, clean it for me, my business sense told me there must be others who shared my dilemma,” Hoeffner said.“A lot of retailers are ignoring this area,” said David Kowalski, editor and publisher of the trade journal, Pets Supplies Marketing. “There really is a market out there for professionals who will take care of these tanks.”Far and away, the lion’s share of aquariums and tropical fish in the country are purchased for residences, and Hoeffner believes that her new service will spur further growth by enabling many more families to choose tropical fish as a hobby. In addition, the office, retail and restaurant trade long have had prime locations for aquariums, but until Tank Goodness, and decoratingand maintenance considerations were simply overwhelming. “Now,” said Hoeffner, “you can choose tropical fish for interior design and as a hobby, and each is available without the hassle or mess. Aquariums are a great way to help you or your customers relax and feel at home.”While Tank Goodness is not a livestock, food or supplies retailer, the company’s staff are experts at cleaning and decorating tanks, expanding fish collections and the whole range of aquarium-related issues.THE COMPANY’S professional staff is equipped with the latest in tank maintenance tools, and is ready to create state-of-the-art designs that will complement every home, office, restaurant and retail establishment.With 20-30 million tanks in the U.S. alone, the market continues to ex» pandK According to Kowalski, U.S. tropical fish sales in 1983 were $173.5 million; in 1984, they jumped to $251.7 million. In 1983, aquariums and other products accounted for $274.7 million in sales; in 1984, that category jumped to $315 million — all through retail stores alone. While no figures are yet available for 1985, Kowalski notes that ‘“84 was a very good year, and industry sales were just as strong in 1985.” He also attributes sales growth to recent studies which tie aquarium viewing to reduced heart rate and blood pressure, an addedbenefit in this high stress society.“Due to the growing number of dual income households, with more money to spend but less time for mundane chores, consumers are turning to the service sector for tasks such as house cleaning and lawn care,” Hoeffner notes. “In short they want their leisure time to be just that: leisure.”Tank Goodness services are available at a per job rate or by annual contract for added savings. All employees are bonded, and anticipated referrals through pet shops will be augmented by a full marketing campaign. Tank Goodness’ offices are located at 40 Skokie boulevard, Suite 430, Northbrook, 60062, (498-4620.)
Newspaper Details
Chicago Heights Star Super Saver
Chicago Heights, Illinois, US
Sun, Apr 27, 1986
Page 131
Full Page
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USA 17 Jan 2019
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