The Company

Candlelight Cichlid Breeders (CCB) will provide hard to find tropical fish to aquarists who do not have access to these fish through local pet stores. CCB ships live fish to its customers’ doors in just one to two working days anywhere in the continental United States. CCB will also provide fish to tropical fish retailers within the local area. CCB will offer convenience, variety and a level of service that is unmatched in the traditional tropical fish industry.

Candlelight Cichlid Breeders’#8217′ assets will include livestock watering troughs, and aquariums. The steel structure will contain the tanks and troughs.

CCB will be a sole proprietorship, owned by the founder, Shawn Halsey. For the first two year, Shawn Halsey is expected to manage the business fully by himself. As sales increase, he will bring on a general assistant to help with all aspects of operations.

The Product

Candlelight Cichlid Breeders will supply rare tropical fish of the family Cichlidae. These fish are known for their colorful appearance and interesting and agressive behavior. CCB will breed up to 30 different species of cichlids. CCB will also import fish that are not easily bred in captivity.

As CCB expands, we will offer more unusual cichlids and live plants. We also plan to introduce new species of South American catfish as well as some more familiar cichlid species. We will not be selling outside the U.S.

The Market

Research has shown that fishkeeping is second in popularity (behind photography in the U.S.). We believe that there will approximately seven million Americans who own an aquarium by the end this year. We expect that 5% (350,000), and 2.5% (8.750), of these potential customers, will view our website in one year.

CCB sees this opportunity as most people do not have the means to access fish shops that sell a variety of cichlid species. Some of the most beautiful and interesting cichlids cannot be found in these shops at all. Online fish sellers are not able to provide any information on the background and care requirements for the fish they sell. CCB will provide information about the species we have and allow you to order the fish from us without needing to visit another site. CCB operates in a niche industry where customers are loyal and can provide a significant competitive advantage. CCB will provide a site that is comprehensive and encourages customer loyalty.

The company will target two market segments within the fish hobbyist industry. These include direct online sales to local tropical fish collectors as well as fish retailers within the company’s area. The largest segment of CCB’s market will be those who reside in the United States and have an aquarium.

Financial Projections

Our start-up costs will include equipment and building expenses. A bank loan, an investor and a small owner investment in the initial inventory or equipment will all finance the start up costs.

We anticipate that we will achieve our ultimate goal of selling 50,000 units by 2005’s first quarter, when our breeding stock reaches its peak maturity. This venture is expected to achieve high profitability due to its high margins, high inventory turnover and inherent industry.

1.1 Objectives

The most important goals of the CCB are:

1. Find a fast, reliable shipping service.
2. Sales of $10,000 per month.
3. Maintain a ratio of six to one in inventory turnover

1.2 Mission

Candlelight Cichlid Breeders, (CCB), will provide difficult to find tropical fish of the scientific family Cichlidae for aquarists who don’t have access to them through local pet shops. CCB can breed up to 30 different cichlid species. CCB also will import fish that cannot be bred in captivity. CCB will ship live salmon to customers’ homes within one to three days. CCB can also ship fish to tropical fish dealers located within 100-miles of the breeding centre. CCB will offer convenience, variety and a level of service that is unmatched in the traditional tropical fish industry.

1.3 Keys for Success

1. It is possible to successfully breed many species of tropical fish.