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Company Slogan: "Providing economic and eco-friendly equipment."
Company Owners: Philip Dor & Melissa Dor – father & daughter team
(photo on the right), click names for individual profiles.
Company Mission: To commercialise our innovation the Aqua Genie, a full range of instant reverse-flush aquarium filters, providing customers with fast, easy, cost effective and environmentally friendly aquarium and fish-pond filtration systems that prolong aquatic life.
Product Objectives:
We aim to ensure that our products:
- Are easy and fast to install & use.
- Save time, water, stress and money involved in aquarium maintenance.
- Establish and maintain Aqua Decor’s reputation of having the most reliable filtration system on the market.
- Are efficient and fail-safe, with no moving parts.
- Reduce aquarium livestock sickness & mortality rate.
Aqua Genie Slogan: “No mess, No stress!”
Profile Extract:
By students of Sydney University (Australia) - for a business plan project.
Aqua Decors is a small family business located in Armadale, Perth WA. Started by Phillip in 2000 and then joined by his daughter Melissa and later his son Daniel. In the past they have specialized in designing and manufacturing display aquariums for private and commercial entities, and also specialty wall mounted aquariums. As well as comprehensive aquarium maintenance services for hire and aquaculture consultancy services for shellfish and coral farming.
This has all been put on hold from the program since Phillip has retired in 2006 to concentrate on the development and marketing of his new filter system and Melissa cannot take over those aspects of the business as of yet. However they plan to restart these projects in the future.
Phillip has 35 years professional experience in these fields, from his first pet-shop in Noumea (New-Caledonia) in 1971 to managing some major aquaculture projects in Singapore (late seventies, oysters & mussels), Brunei (eighties, mussels) and North Queensland (late eighties & early nineties, giant clams, pearl oysters, P.L. prawns and table fish). Phillip designed his filters over a period of 12 years starting in Cairns in 1996, out of frustration generated by all those inefficient aquarium filters on the market today.
After seeing a need for an easy way to clean aquarium filters, he invented the Easy-Flush built in filter system (1998, the ancestor of the Aqua Genie) and patented it in Australia and the US. The Aqua Genie VA01 was developed on the same idea at the Easy-Flush, except that the filter is no longer built in and can be bought in a box and added to any existing aquarium.
The Aqua Genie System is the final product in the development line. This last generation of Instant Reverse Flush (I.R.F.) filters contains many models, for every possible application in aquariums and even for fish ponds, swimming pools or aquaculture tanks. It is extremely appealing to the modern aquarium hobbyist because of it’s enhanced efficiency and those so obvious super easy cleaning capabilities.
The potential world market for this new filter system may possibly be in the hundreds of millions of customers worldwide for the remaining life of the patent which is 20 years from February 2006 because all present aquarists will renew their existing filter at least 3 times in the next eighteen years, plus future new hobbyists also renewing probably once or twice during the same period.
