American Aquarium Products Mission Statement Bio Including American Aquarium Design and Carl’s Aquarium of Southern California &
Carl Strohmeyer; My Aquarium & Business Experience/Bio
*My early hobby years, *Early years in professional aquarium maintenance business, *Mentors/studies during maintenance years. *Current Experiences and research, *SEO, website work/experience
*Thanks to Tommy Butler, Steven Wright, Misti King, Man and Mollusc, Rachel Owen, and others for their help in this web site.
A FEW OF MY SPECIALTY/UNIQUE PRODUCTS;
For the latest technology in Aquarium Lighting with PROVEN Results Aquarium LED Lighting,
The very best lighting you can purchase for your aquarium with lower intial costs than Metal Halide and vastly lower operating costs as well for comparable (or even better) performance!
Wonder Shells
The premier product for a constant supply of positive mineral ions, as well as a medicated version
For the best in High Output CFL Aquarium Lights: SHO Aquarium Lights
The SHO is a light proven in Greenhouse applications with PROVEN results for plant growing applications.
Also available standard Compact Fluorescent Lights
For Reliable Efficient and Affordable Aquarium Power Filters: Aquarium Power/ HOB Filters
The Via Aqua VitaLife Aquarium Power Filters are second to none in terms of quality, effective filtration and price.
Also available standard Compact Fluorescent Lights
Updated 7/4/10
MISSION STATEMENT
We strive to sell products and provide information in this manner:
(1) Quality/Value products that we and/or our aquarium maintenance partners would use
We often do not sell products even from companies we otherwise find the majority of their products excellent, only because we or our professional maintenance partners have not fund these products unsatisfactory.
An example would be the Via Aqua 4900 and Stainless Steel Heater, the vast majority of Via Aqua’s heaters and especially pumps are of good quality and value, but not these.
An example of a product we thought was an excellent idea, but also failed in testing was the JBJ Internal UV Sterilizer (which is also sold under alternative names)
(2) Unique Products, that are often difficult to find elsewhere
(3) Information about many aspects of aquarium and pond care that is based on decades of experience that includes our aquarium/pond maintenance partners as well as hours of in depth research, often outside the anecdotal aquarium community.
(4) Provide Customer service that responds within an hour or two (often much less) during normal business hours and within a day otherwise (also often much quicker)
(5) The lowest possible price
To provide this level of service, information, price and quality, please understand we also must make our business as efficient as possible;
So please understand that many procedures we ask of our customers are not meant to make it more difficult, only to streamline our business. As well we have many persons constantly attempt to scam us, or take up our time solving issues with no intention of ever purchasing from us (often items purchased elsewhere where customer service is non existent) or at least could be answered by the articles we provide which represent literally 1000s of hours of work to do so.
The result of not asking prior questions, screening, etc. was an inability to keep our articles as up to date as possible, provide the best possible customer service for those deserving our services and as recently as 2009 not even provide any reasonable profit (Carl earned much less than minimum wage for his time) for the founder’s 80 hours of work per week that goes into this business as he spent most of his time with persons that had no respect for his time.
An example would be sending schematics/blue prints asking that we/Carl review their “projects” designs for free (such as their own filter, UV Sterilizer, aquarium, pond) Another would be returning an international phone call (Canada) to explain a pond set-up, detail by detail, resulting in a $13 phone bill for us to provide free advice that was otherwise 100% readily available in our Pond Care Article.
We also were returning/taking phone calls into the night which allowed for absolutely no personal family time, which had its own serious implications in 2009 (see personal Bio).
We also found that even phone order requests were much more efficiently handled with fewer costly mistakes by asking for the Contact Form be filled prior to our calling for a Credit Card number and other possible information to complete this sale (we found that between the high fees we are charged by the bank for phone order, time these take, and occasional mistakes, we were making no profit on many of these orders)
To improve efficiency and to screen those who have no respect for ours or other’s time, this includes asking our customers to email us first with questions or phone orders, as well this is a vastly more efficient way to handle issues such as products damaged in shipping. This also does not mean we do not talk personally in phone calls, only that we attempt to resolve questions in emails where we can more readily attach links to our articles that can provide more in depth information for the person asking the question to read, then we will return phone calls when a more personal contact is necessary
If you ask our regular customers, including the forums we sponsor such as Everything Aquatic (at no charge), or even the manufacturers we purchase from you will find that 99% of persons find our customer service second to none! (such as Aquarium Supply manufacturer; “Ancient Mariner” who no longer sells their products at the largest online aquarium and pet retailer due to this retailers lack of customer service for Ancient Mariner’s Cleaning Machine, unlike our support for even others questions about products often purchased elsewhere)
Finally we should note that even as of this page update, 75% of the emails or phone calls we return are not from customers or even future customers (as per our tracking of purchases via names, phone calls, emails).
Not that we mind answering these questions as we enjoy helping aquarium and pond keepers as well as other related issues (otherwise why would we spend literal 1000s of hours writing the most extensive aquatic information pages on the Internet or sponsor an Aquarium at no charge to the members often providing free products as well); we simply need to be more wise with our time as otherwise we would not be able to support our actual customers, and provide the quality products at low products all while providing a living for the owner and employees.
BIOGRAPHY
EARLY HOBBY YEARS;
I will be more brief here (not all that much to say); I got my first aquarium in the late 1960s (1968 if my memory is correct when I was 9 years old). This was a Metaframe 5 gallon aquarium which is different from the all glass aquariums with silicone for construction that became more popular in the 70s forward. This aquarium had a simple "bubbler" corner filter powered by a Metaframe Air Pump. My first fish were guppies, zebra danios, Platties and white clouds.
Within a little over a year I got a 10 gallon aquarium where I again used a simple corner filter, albeit larger and a more "modern" design. In this tank, I added many types of Tetras from Neons, head/tail lites, etc. Also Rasboras, Corys and my first Plecostomus (which no one warned me how large these guys could get).
In the early 70s, I purchased a 40 gallon "all glass" aquarium which had my first HOB filter; a Dynaflo (which is a much different design than current HOB filters). I continued with similar fish that I had before, just more and a little more "exotic" (such as some Buenos Aires Tetras which were exotic to me at the time).
I later decided to try my hand in saltwater even though there was little good information at this time about saltwater keeping. I added an Undergravel filter (the "new" Nektonics design which at the time was considered to be the best (at least by persons I knew in the hobby). I added Damsels, clownfish, a Yellow Tang, a Batfish and some others that my memory fails me on. I later added a Brown Octopus which was the most interesting creature I owned as he had a neat personality.
FIRST YEARS IN PET STORE/MAINTENANCE BUSINESS
In 1977 I got a job at Archie's House of Pets, initially their original La Puente and shortly there after at the West Covina Mall store (it was called the West Covina Fashion Plaza). Danny Digiacomo was my original "boss" (he was not the owner but ran all three stores as if he was the owner) He was a good mentor and really new his stuff from a business point of view. Later, issues between Danny and the actual owner (who was not a hands on owner resulted in him leaving as he purchased another high end Pet Store in Orange County.
I shortly there after became an assistant manager at the West Covina Store and the general manager for the fish departments.
I made a point during this time to inquire of all trade representatives, especially Aquatronics for which they had some of the most up to date information about aquarium water chemistry, treatment at the time and they later knew me personally due to my many questions and later named me the "Green Flake Man" (more later as to why).
In late 1978 I started my Aquarium maintenance business on the side while still employed at Archie' House of Pets. In early 1979, I had an employee of the Bahooka Restaurant contact me for a sick Arowana (a restaurant that would become very well known in the LA area for its many aquariums and unique Polynesian atmosphere). She had failed to cure an infection despite many attempts from others advice, however I made a house call and was able to save her prize fish and she was so happy that she told her boss (Jack) and he contacted me to set up and maintain the aquariums at the Bahooka Restaurant.
Unfortunately the West Covina location lost its lease, however this allowed to expand the Rosemead Bahooka location where I expanded their aquariums to over 100, and many were over 100 plus gallons.
This became a launching point for my business and problems at Archie's prompted me to start my own store in Hacienda Heights at the end of 1979 along with my now fiancé Tris (who I met at Archie's House of Pets).
1980s TO 2002, INCLUDING EXPERIMENTS/TRADE SHOWS
Although my Aquarium store started slow, it would soon grow and we then rented the building next door to double in size in late 1980.
However it was the maintenance business that really blossomed and made our name, especially since our store was in a somewhat obscure location.
During the early years, besides the Bahooka, I picked many other well known accounts from the Lobster House, well known Doctors, attorneys, Coaster Co. (which by the 1990s would become the largest Furniture importer in North America and our largest account with multiple locations and many aquariums and ponds), and more.
I was able to work out agreements with many of my service accounts such as the Bahooka to provide 100% care and with a certain price I used these locations for many tests (as well as some breeding). My earliest tests were in fish foods (based on many ideas provided by mentors such as Aquatronics and hobbyist doctors I made friends with). This is how I earned the nickname the "Green Flake Man" by Aquatronics as I found despite the popularity of many household brand names such as Tetra Fish Foods that these food may have raised generations of fish (as many anecdotal pundits of Tetra products would say), in actual controlled tests Tetra foods did not hold up to what I called Green Flake at the time (Spirulina) and other foods. I have to admit that these ideas to perform these test because I LISTENED to others such as Aquatronics researchers and a representative at a trade show from Sera foods of West Germany who at the time made this statement: "I find it interesting how popular Tetra Foods are in America while in Germany they are considered the cheap discount food", I guess excellent marketing which still persists to this day.
See my Fish Nutrition article for more along with my Spirulina Article:
"Proper Fish Nutrition". "Spirulina Algae in Fish Food"
In the late 1980s I became a good friend with Dr. Herzog, a well respected Endocrinologist in Whittier that was a long term fish hobbyist (both marine and Freshwater). I maintained an aquarium in his office and helped with his home aquarium. During this time he taught me much about what medications can and cannot do and how even in human treatment one makes an "educated guess" at best. He taught me much that contradicts to this day what many anecdotal claims about medications, bacteria and more that still persist in this hobby (Aquatronics played major role in my education here as well). I would read my medications article for more on this subject: "Aquarium Medications; Page 1"
During the late 1980s, I also set up many aquariums in a room of my house where I experimented and performed controlled tests of filters, medications and more.
During the 1990s, many of these tests continued and I used my aquariums along with Coaster Co (which by now had become my largest service account for both aquariums and a few 5000 gallon ponds as well) for my tests that would eventually would contribute to my articles: "Aquarium Disease Prevention", UV Sterilization, "Aquarium GH, KH, pH, Calcium", and "Aquarium & Pond Redox".
These tests were conducted to try and explain why I was observing certain results with differences in care of many of my client’s aquariums/ponds. I also conducted these tests because it was simply good business for me to make as few unnecessary visits due to problem with my clients aquarium (not to mention better customer satisfaction), so figuring out a method or methods that keep fish alive with the least problems was advantageous for me.
Aquarium Disease prevention was so important and I found that employing as many steps that were part of this "prevention puzzle" would lower the amount of disease incidence and lengthen fish longevity.
During the late 1990s, when I was considering re-opening my aquarium store that I earlier had closed to satisfied my now ex-wife Tris (see my regular bio), I pondered using one of Marineland's pet store bio wheel systems since I had many Penguin Filter as well. However when discussing this with another colleague in the maintenance business (that I would occasionally see at Quality Marine), he questioned my reasons and quickly made me realize that I was sold on the Bio wheel for anecdotal reasons and this was the beginning of another controlled test about these popular bio filtration devices. please see this article for more: "Aquarium Answers; Do Bio Wheels work".
Many similar tests also were conducted around this time, including using Fluid Filtration, live rock crumbles for nitrate removal in Marine Aquariums, Protein Skimmers, Veggie Filters in ponds and many different filter combinations (including drilled canister filters) that often went against the popular filter system beliefs of the time.
2002 TO THE PRESENT, INCLUDING CURRENT RESEARCH AND WHAT OTHERS HAVE POINTED OUT ARE MY STRENGTHS AND WEAKNESSES
In 2002 I had to leave behind my aquarium maintenance business and store (which was quickly liquidated by a couple that took advantage of my situation, which mirrored my previous store situation unfortunately).
As noted in my main biography I worked at a Candy factory when I first had to move to Oregon to keep my family safe and pay off debts that an affair and other bad influences ran up $80,000 in debts. I later started my online Aquarium Supply and information websites, in part from inspiration of a co-worker a the Candy Factory (Rachel Owen), and later I also realized that many persons over the years that knew me during my maintenance business days wished I would put down on paper my aquarium & pond information knowledge and I utilized my website for this idea.
What I would like to point to the readers of this aquarium/professional biography is that much of my success/knowledge over the years is NOT based on my scientific brilliance or similar (yes I did do very well in school in science), but more to my use of business skills to recognize what I did and did NOT know and allow myself to learn from others and as well recognize in others where they could make up in my deficiencies. I continue to research for my articles, and I generally research OUTSIDE the Aquarium industry/hobby because I RECOGNIZE that much of the popular information is often re-posted and passed around over and over (lighting for example). I will research fish farming studies, horticultural studies, medical studies, lighting innovations, water chemistry and its effects on life in general, and many other such sites (often .edu sites).
One of my talents is that I am very good at organizing information, while at the same time I am a poor analytical thinker (I am a much better "picture" thinker). Despite the “business challenged” investors that ran the Candy Factory or others where I live now or those that believed the BS spread by the person that harmed my family, MOST who have worked with me over the years have noted that I am often open to learn and that I make up for my weaknesses with my businesses organization and similar skills.
For example, even during my stint of attempting a career change of becoming a professional pilot, that 4 VERY different flight instructors and even a very hard ass FAA examiner (for my multi-engine pilots license) noted that I was only an average pilot in my flying abilities, but that my excellent cockpit organization and recognition of my weaknesses (I was not at all cocky according to one instructor) made me an excellent pilot.
What does this have to do with fish keeping you might ask? Well a lot in my feed back over the years with my clients who stated that appreciated my honesty, integrity (I would not simply sell a product because there was a lot of money to be made or it was popular), dependability, and willingness to always learn which quite bluntly is often very rare in the aquarium/pond industry. In fact another Mentor over the years (Reggie) at aquarium supply wholesaler that finished his business career there (after most of his decades of business in different industries) told me this: "I have never seen a more dishonest and back stabbing business than the Aquarium industry".
I am making these statements NOT to puff myself up or put others down, but to point out them I am nothing special in my general ability to glean aquarium knowledge, only that that I am very good at organizing information, listening to others and testing what they say, regardless of my opinion at the time (which may be then forced to change).
Even in areas of low knowledge such as specific fish species knowledge and breeding (such as the many African Cichlids), I HAVE kept many of these fish in a generic since and I have applied my tests in keeping fish alive and long term fish health to these fish with excellent results, so although I may not know the specifics of many different exotic fish I can attest to VERY good success in long term care/health (at least my many clients that have had many different aquarium service personnel before employing me have stated).
Anyway, I will close for now, that I am still learning and though some may criticize me or label be fish expert guru, in reality I am somewhere in the middle on balance and I will also point out that besides the fact that I am still learning, many of those I am learning from are younger or even with maybe only a few years experience (Suzie Q at Everything Aquatic is relatively new to the hobby, but she has taught me things I did not know). I have also learned form others at Everything Aquatic such as John Laffin (Murdock), Brenda, Barbara, Bill, Jon V, Eve, fishfeever, techreef and MANY others there alone (please forgive me if your name is left off here, even though chances are I have learned from many posts, especially questions that made me re-check my own research or expand it!!)
I will also admit that while I was flamed and treated like cr#! on many Google Groups I was on, I still learned from some of those that were rude and nasty, as I did not let that get in the way of good information.
I will add much to this biography as I think of more and have more time, so please check again (if interested that is).
SEO EXPERIENCE, WEB SITES
Besides my aquarium/pond experience, I have had to become relatively proficient in web site SEO (Search Engine Optimizations; the field of making a web site more search engine friendly) and similar website design issues.
This is/was due to the fact that I first came into my aquatic information articles and commercial web site with the attitude with a “Field of Dreams” attitude that if you build it, they will come. Unfortunately many even so-called SEO experts would often tell me that if I presented my articles which were VERY unique in content (as what is referred to as link bait), other sites would link to me and I would grow.
Unfortunately this was NOT true, as unlike some fields of endeavor (such as the more “happy” candy industry where I have done some limited SEO) where others happily link to sites with good content so as to give their readers many alternatives for information or products, this is/was NOT true for the Aquarium/pond industry/hobby.
After about 18 months of nothing happening I quickly realized that sites like DMOZ which at least in the Aquarium category had no interest in adding me, as they clearly preferred the same tired anecdotal sites that were vastly out of date and worse.
I have since started building MANY web sites & blogs (over two dozen) , with some of these in categories such as Travel for which obtaining in bound links from good sites based on my good content was much easier & and then link to my sites (I have unique pictures, campground information, etc. on this site).
As well I have written many separate article sites (such as UV Sterilizer Articles) that I would also point towards my important pages/article.
The difficulty is that keeping all these sites current and fresh, as well as the occasional web site issues takes an enormous amount of time, but this is unfortunately necessary, as sadly to this date (July, 2010 as of this update), since I still count less that 1/10th of 1% of my main aquatic articles and web pages in-bound links from sites other than myself, which means that my web site presence on Google, Yahoo, MSN, still relies heavily on my keeping up with this. The one exception has been from my friend Tommy Butler who helped me build another new web page to promote my sites and has helped with optimization of this site and others to some degree with the little spare time he has.
So to my readers, if I ever seem impatient with my replies to email, phone calls, etc., please understand that along with my MANY family duties and regular business issues (shipping, ordering, article updates, etc.), I have to spend much time with all these web sites with almost no help (this often equals 16 hour days)
For my Personal Biography Page, please follow this link: My Biography
American Aquarium Products Mission Statement
Aquarium LED Lighting
