W hat is a starter kit? Is it a kit just for novices, people who have never had an aquarium before? That would be giving the term a very narrow definition. In your business, you should offer a wide variety of starter kits. If you have room, you might even have a dedicated gondola just for this merchandise. The endcap of such a display is best directed toward the front of the store and located near the checkout. 

Never make the assumption that people are visionary enough to create their own aquatic wonderland. Have a professionally produced banner hanging just inside your entrance that states emphatically: “start smart.”

Then, follow that up with a gondola or even a small section that contains a number of aquariums fully decorated and functional. These setups are produced strictly from your starter kits, but, of course, kicked up a notch with extras—all available from your shop—including the livestock. 

First of all, there are no rules, limitations or restrictions when it comes to starter kits. For a novice in the freshwater arena, I would never recommend a small or mini-aquarium. These are among the most difficult environments to set up and keep stable over a significant length of time. I wish I could say there is a perfect size for a freshwater starter tank, but it’s actually quite variable. Personally, I prefer a 30-gal. (long). It’s just right, but some beginners will want to start smaller. The investment may be too much or they don’t have room for a tank that large. In that case, I move back to the 20-gal. (long or high).

Of course, it’s possible to sell a starter kit that is completely set up in your store. I call this a “Starter—Complete.” It’s everything the customer sees, plus you deliver and set up the tank in the customer’s home or other location. Over the years, most of my complete starters have been in commercial locations. They might be in an executive’s office or the foyer of a waiting room in a doctor’s office. Needless to say, these are typically purchased by people who visit the store, see the setup and buy it on the spot. There is usually very little haggling.

Complete starter kits always include the livestock. They are typically for people who don’t have the time or inclination to “do it themselves.” Personally, I prefer customers who have the desire to start from scratch when it comes to the livestock selection. As a retailer, you should never forget what you have learned, for the past is as much of an educator as the present. Avoid the pitfalls and don’t believe you know precisely what to do. None of us are that prescient.

There are starter kits on the market that you should buy that I describe as the “bargain basement” of the industry. Typically, in a large department store, down the escalator from the ground floor, you find a “bargain basement.” Sure, there were some bargains, but most of the items were things that no one else would buy. Why settle for less when you can have the best for only a few dollars more.

Some skeptics will say that starter kits are old-fashioned. But aquariums are meant to be the opposite of the helter-skelter pace of modern life. They are just what many people need—a respite from reality. Lose yourself in the peaceful and serene underwater world that you can create right in your own home. As a retailer, these are the points you should make when talking to customers about buying a starter kit. And most importantly, starter kits are precisely what they are named. They are merely the bare bones of what a person needs to set up a tank. There is still much that can be added to a tank after it is up and running. Getting something perfect the first time you do it is highly unlikely. Aquariums are virtually living entities that grow and mature with time, much like the people who own them.

If a true novice is purchasing an aquarium starter kit, they may benefit from instructional materials that explain how to go about setting up an aquarium. But, as with everything else, this has evolved into making an instructional video presentation. You should do this even though there are literally scores of these already on the Internet, and it’s time to add your store’s name to the list. Be certain to copyright said materials so no one can legally steal it for their commercial use.

But, as good as a video may be, even better is a class, offered in your store. It should detail the basic steps in setting up an aquarium. Buying a starter kit in your retail space should entitle anyone to attend a free class dedicated primarily to this topic. After attending the class, I would offer them a discount on additional items (including livestock) they might wish to buy for the aforementioned kit.

What items go in a starter kit is always a conundrum. The one thing I would leave out of a kit is the stand, unless you are selling a large tank, say 75-gal. or larger. Stands are important, but they are frequently a point of contention. If a stand does not fit into the decor of a room, it may not make an effective focal point. Remember, water is heavy, weighing 8.3 pounds per gallon.

As in life, nothing is perfect, and not every customer will be successful in their fish-keeping experience. This is why the first tank someone sets up should never be small or large. Still, the final selection should always be left to the customer. You don’t want to talk someone into a tank they will end up being unhappy with. The unwritten rule is: fish that grow large (more than 3-.in.) will do best in a large aquarium of 50-gal. or more. Fish that stay small (2-in. or less) can usually be comfortable in a smaller environment. It’s those fish in the middle range (2-3-in.) that may be difficult to place. So, when in doubt, as far as the size of an aquarium is concerned, bigger is always better.

Now, it’s time you get down to business and start some new people on their aquatic journey. I always get a good feeling when I sell someone their first set-up.  PB

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