Next to healthy stock and great display techniques, the best way to actually "merchandize" aquarium fish is to develop a sound pricing strategy. This doesn't mean slashing prices until they're the lowest in town - in fact, in some cases it means just the opposite. A solid pricing strategy takes into account a variety of factors, including cost and demand, to determine the best price for each fish, then displays that price with effective labeling and signage.

What a fish costs. The invoice price isn't the final word in your total cost for a fish. Shipping cannot easily be ignored, especially on larger specimens packed only a few per box. If you're paying $30 total for freight and box charge, it adds a dime to your landed cost of each of 300 Head and Tail Light Tetras, or $5 each if the box contains just half a dozen six-inch Iridescent Sharks. Once the fish are in your tanks, costs can continue to mount with feeding, maintenance and yes, losses. These added costs are not uniform from fish to fish, and are not fully capable of being calculated, but they still should be taken into consideration when determining the retail price.

Cost is only the starting point. Even with dry goods, it's generally foolish to pick a magic mark-up percentage and just apply it across the board. Some items will always allow better margins than others as a result of supply and demand, competition and consumer awareness. With "wet stock", it is even a ...