The Future of Rivers to Reef
Donation protected
Our Future -
Over a year ago, with your generosity, I was saved from having to end my dream. Now I turn to you once again. This time not to save the store, but to invest in the future. Our small shop has hit capacity, and like a tree in a small pot, I am bound by these narrow walls. In a little over a year my lease will be up and I am looking to expand into a larger venue.
Moving costs/down time, buying more capital, and hiring people will require a larger investment that I just do not have, as I have invested everything back into the store.
If you are interested in making a donation to help in our push towards a bigger, better store, you can make it here. If you would like to become an investor please contact me via email, direct message on facebook (www.facebook.com/riverstoreef), or stop by the shop and discuss it with me. Thanks again everyone!
Our Past -
Back in September of 2012, I set off to pursue my dream of owning an aquarium store. Though it might seem strange to some people, those closest to me know my passion for fish and aquaria. Once I signed the lease, I was there as much as possible; days and nights were reserved for starting the shop. Even in the beginning, when I didn't have power to turn the lights on, I was there – flashlight in one hand, hammer in the other – trying to remove flooring. I attacked this mountain of a task with the tenacity and joy of a child tearing into his birthday gift.
My goal: become a fixture in the community that people can depend on for great fish and advice.
When the shop first opened, I started off with a handful of fish tanks filled with fish, a row of fish food, some nets and some heaters. People would walk in and ask me if I thought the store would succeed.
"How can you make it with such little selection?"
"Do you think you'll be able to even last a year?"
People can be so cruel.
Why would anyone ask something like that to a business just starting up? Defensive, I would defiantly snap at them. "No, I just followed my dream of opening a business just to watch it fail."
Of course, there were those that were very supportive. "I'll buy this food, even though it's not what I normally feed my fish, because I want you to do well."
And this is how it was for a while. For every well-wisher, there was a doubter.
I did not mind. I was not doing this for them; I was doing this for me.
A year later, the shop had 100 tanks filled with fish, and everything anyone needed to start and maintain an aquarium. I gladly poured all of my energy and money into the store, never hesitating. My support at home, from my then-fiancée, was unwavering and from my family in Southern California was strong. For the first time since graduating college, I was proud of something that I had accomplished. Some nights, I sat in the shop after closing, almost in disbelief that the shop had come this far. Customers come in now saying: "I'm so glad you are here" and "I wouldn't know what I'd do without you". I realized this store was not actually for me, but for the community – what I had truly wanted.
Near the beginning of our second year, things were not going so well. I wasn't sure why activity dropped off and doubt began to creep into my mind. As 2014 rolled on, I fell into a depression.
My store, born from a dream and shaped by toiling, was failing.
I frantically made changes, trying to figure out what the problem was. I built this, I changed that. I only focused on the bottom line, though sales continued to fall. My now-wife was still supportive and my family just as caring, but I began to shut them out.
I needed to figure out what was going on!
I cannot fail. I had to succeed. I needed to make it work. I wallowed and buried myself in finding a solution.
This is where I owe my friends, family and loyal customers a heartfelt apology. Guys, I am so sorry. I failed you. Not because the store is not doing well, but because I lost sight of myself. I was so absorbed by the bottom line that I forgot why I started the store in first place. Now, I'm going to lose the shop for myself and for the community.
On December 3, 2014, I decided to go out of business. I had hit rock bottom in terms of feeling sorry for myself. My energy for the store was drained and all that was left was this stressed-out husk.
"I'm so glad you're here."
"I wouldn't know what I'd do without you."
"You're my son's favorite store."
The lights in my head turn on.
On December 5th, 2014, I snapped out of it. A string of customers reminded me of what I was doing and why I was doing it. I paced the shop angrily, thinking, "How could I have let it come to this? How could I have lost sight of my dream like this? How could I let everyone down?" I am absolutely livid with myself.
Later that night I turned to my wife, crying uncontrollably, "I cannot let the store go out this way. I will not let the store go out this way." The depression was lifted and in its place sat determination. My passion for the store grew into what like it was before, when I was hammering away at the floor in the beginning, just itching to dive in again. I told my wife, "If the store doesn't make it, I need to be able to look my family, friends, and customers in the eyes and tell them I did my absolute best." Honestly, if I would have let it go on December 3rd, I do not think I would have been able to do that.
I hope it's not too late; I am so very sorry guys.
With that said, I need your help. If you believe in me and you enjoy the shop (I hope both are true), I have a huge favor to ask: we need funding to get the shop back on its feet. I cannot do this with just energy at this point. If you do not have funds, please share this on any social media you might use and tell others about us. Spreading the word is almost as important as the funds themselves.
We hope to raise at least $5,000 by January to just keep the store open. Donations can continue beyond that time and goal to support the store because every little bit helps.
I know that we can save this shop. I will not fail you all again.
Thank you for your friendship, loyalty and trust.
-James
Over a year ago, with your generosity, I was saved from having to end my dream. Now I turn to you once again. This time not to save the store, but to invest in the future. Our small shop has hit capacity, and like a tree in a small pot, I am bound by these narrow walls. In a little over a year my lease will be up and I am looking to expand into a larger venue.
Moving costs/down time, buying more capital, and hiring people will require a larger investment that I just do not have, as I have invested everything back into the store.
If you are interested in making a donation to help in our push towards a bigger, better store, you can make it here. If you would like to become an investor please contact me via email, direct message on facebook (www.facebook.com/riverstoreef), or stop by the shop and discuss it with me. Thanks again everyone!
Our Past -
Back in September of 2012, I set off to pursue my dream of owning an aquarium store. Though it might seem strange to some people, those closest to me know my passion for fish and aquaria. Once I signed the lease, I was there as much as possible; days and nights were reserved for starting the shop. Even in the beginning, when I didn't have power to turn the lights on, I was there – flashlight in one hand, hammer in the other – trying to remove flooring. I attacked this mountain of a task with the tenacity and joy of a child tearing into his birthday gift.
My goal: become a fixture in the community that people can depend on for great fish and advice.
When the shop first opened, I started off with a handful of fish tanks filled with fish, a row of fish food, some nets and some heaters. People would walk in and ask me if I thought the store would succeed.
"How can you make it with such little selection?"
"Do you think you'll be able to even last a year?"
People can be so cruel.
Why would anyone ask something like that to a business just starting up? Defensive, I would defiantly snap at them. "No, I just followed my dream of opening a business just to watch it fail."
Of course, there were those that were very supportive. "I'll buy this food, even though it's not what I normally feed my fish, because I want you to do well."
And this is how it was for a while. For every well-wisher, there was a doubter.
I did not mind. I was not doing this for them; I was doing this for me.
A year later, the shop had 100 tanks filled with fish, and everything anyone needed to start and maintain an aquarium. I gladly poured all of my energy and money into the store, never hesitating. My support at home, from my then-fiancée, was unwavering and from my family in Southern California was strong. For the first time since graduating college, I was proud of something that I had accomplished. Some nights, I sat in the shop after closing, almost in disbelief that the shop had come this far. Customers come in now saying: "I'm so glad you are here" and "I wouldn't know what I'd do without you". I realized this store was not actually for me, but for the community – what I had truly wanted.
Near the beginning of our second year, things were not going so well. I wasn't sure why activity dropped off and doubt began to creep into my mind. As 2014 rolled on, I fell into a depression.
My store, born from a dream and shaped by toiling, was failing.
I frantically made changes, trying to figure out what the problem was. I built this, I changed that. I only focused on the bottom line, though sales continued to fall. My now-wife was still supportive and my family just as caring, but I began to shut them out.
I needed to figure out what was going on!
I cannot fail. I had to succeed. I needed to make it work. I wallowed and buried myself in finding a solution.
This is where I owe my friends, family and loyal customers a heartfelt apology. Guys, I am so sorry. I failed you. Not because the store is not doing well, but because I lost sight of myself. I was so absorbed by the bottom line that I forgot why I started the store in first place. Now, I'm going to lose the shop for myself and for the community.
On December 3, 2014, I decided to go out of business. I had hit rock bottom in terms of feeling sorry for myself. My energy for the store was drained and all that was left was this stressed-out husk.
"I'm so glad you're here."
"I wouldn't know what I'd do without you."
"You're my son's favorite store."
The lights in my head turn on.
On December 5th, 2014, I snapped out of it. A string of customers reminded me of what I was doing and why I was doing it. I paced the shop angrily, thinking, "How could I have let it come to this? How could I have lost sight of my dream like this? How could I let everyone down?" I am absolutely livid with myself.
Later that night I turned to my wife, crying uncontrollably, "I cannot let the store go out this way. I will not let the store go out this way." The depression was lifted and in its place sat determination. My passion for the store grew into what like it was before, when I was hammering away at the floor in the beginning, just itching to dive in again. I told my wife, "If the store doesn't make it, I need to be able to look my family, friends, and customers in the eyes and tell them I did my absolute best." Honestly, if I would have let it go on December 3rd, I do not think I would have been able to do that.
I hope it's not too late; I am so very sorry guys.
With that said, I need your help. If you believe in me and you enjoy the shop (I hope both are true), I have a huge favor to ask: we need funding to get the shop back on its feet. I cannot do this with just energy at this point. If you do not have funds, please share this on any social media you might use and tell others about us. Spreading the word is almost as important as the funds themselves.
We hope to raise at least $5,000 by January to just keep the store open. Donations can continue beyond that time and goal to support the store because every little bit helps.
I know that we can save this shop. I will not fail you all again.
Thank you for your friendship, loyalty and trust.
-James
Organizer
James Krause
Organizer
Davis, CA