Reef Tectonics officially started as a business in February of 1993 and has consistently grown year after year. We currently serve customers in Lincoln and Omaha, NE, Des Moines, IA, and Kansas City as well as their respective Metro areas. We do not use a secret elixir, we do not have exclusivity arrangements with our livestock and supply vendors, and our reference materials are the same books, periodicals and internet resources available to you. We have developed processes, procedures and practices that differentiate us and allow us to deliver a comprehensive service program that results in a significant conversion of customers from competitors, a high close rate on new installation bids, as well as a retention length of customers approaching an average of 10 years each. Our success is the direct result of people. Customers, Employees and Competitors are the human factors that shape our business.

Customers: The single most important factor that has allowed us to be successful is YOU, the customer. We strive to deliver a customer-centric service program to our clients. We believe we have created a very good mix of product selection, service offerings, and pricing that is fair to you and for us. Long-term retention of customers by delivering a high quality and consistent service is the key to stability in our organization. Our costs and therefore your rates are kept consistently lower and stable for longer periods of time because experience has given us confidence that you will continue to choose Reef Tectonics for your aquarium service needs.

Employees: Reef Tectonics has never been a one person operation. We have always taken a team approach to implementing our service program. As our team grows, we are able to deliver better service, provide more specialization in a variety of "skills" areas and add layers of redundancy which will further protect our customers in the event of unexpected aquarium phenomena. Long ago, Reef Tectonics learned how quickly a "bad" employee can hurt our customer base. Shortly after that, we made a decision that finding the best employees and retaining them was to become a mandate for Reef Tectonics. We have assembled an incredible team of individuals. It is their passion for aquatic animals and their dedication to the customers that provide the fuel to keep our operation running smoothly every day. Thanks Team for your hard work!

Competitors: Competition in the aquarium service industry is unlike that of any other industry I am familiar with. The barriers to entry appear very low in terms of required overhead. With a little entrepreneurial spirit, an aquarium hobbyist believes that they can turn their passion for aquariums into an opportunity to generate supplementary income and perhaps even create a new career path. The unfortunate truth is that individuals who attempt to enter the aquarium service industry in the markets we serve will experience limited success. The expectations by the customer of their service company are many and the legal and governmental requirements faced by real businesses to be in compliance are great. All of that said, competition makes us a better company. Competition forces us to look at our business practices and determine how we can serve our customers more efficiently, providing higher quality service while maintaining our rates.