<font color=red>ON THE ROAD</font> Finding a Better Business Model at Pondemonium

Establishing a balance between work and life, perhaps the greatest challenge business owners face, comes from recognizing the “sweet” spot in your company’s business model.

Aquascape Owner and CEO Greg Wittstock addresses Pond College students at Pondemonium, the company's educational program, held July 18-20 in St. Charles, Ill.

Finding this balance was the message Greg Wittstock, owner and CEO of Aquascape imparted on the attendees of the 2007 Pondemonium’s Pond College. Pondemonium, which took place July 18-20 in St. Charles, Ill., is Aquascape’s annual educational conference for water feature contractors and retailers.z
 
Using a bicycle analogy about the virtues of both a high-tech mountain bike and a low-tech street bike, Wittstock told attendees that they need to make sure they have the right vehicle in their business for the strategic road they plan to travel. For example, it doesn’t make sense to take a street bike to ride rigorous mountain trails, Wittstock says. Instead, a business by design may make more profit focused on small-scale projects rather than the limited profit margins of a large-scale build.
 
“Don’t tackle the wrong jobs,” Wittstock says. “Focus on designing a business that’s best for you and strategically based on how you want to run your business.”

Wittstock described four basic types of business models for attendees to consider.

• Hands on: Easy to control the results, low overhead and limited to only by the owner’s two hands.
• Work with others: Need to direct others, owner wears multiple hats, more difficult to turn a profit.
• Systems based: Driven by processes, individual hats worn by departments, less chaotic.
• Strategic: Very specific in mission, results driven and always looking for what’s next.

Wittstock also used the time to outline some of the major changes taking place at Aquascape.
 
Beginning in 2008, Aquascape will sell its products through a new Authorized AquascapePRO distributor, doing away with its traditional catalogue and Web-based business. In response to on how to service its clients best, Aquascape has established a nation-wide base of 348 dealer locations.

Ed Beaulieu, vice president of field research for Aquascape, leads the Advanced Build-A-Pond session at the company's Pond College.

“The Aquascape you knew last year won’t be the Aquascape you know next year,” Wittstock says. “The mission and values will not change. What will change is the path to get there. ‘Ponds done right, customers served right.’ This is our mantra going forward.”
 
In addition, Wittstock introduced attendees to T.D. Decker, Aquascape’s new president.
 
Decker brings to the organization an extensive and diverse 25-year professional track record as an organization builder, change agent and leader. He previously served as president of Ritchie Capital Management, a $3 billion hedge fund.
 
“I am thrilled to have the opportunity to lead Aquascape from ‘Good to Great.’ Decker says. “Having led process, product, service and financial service companies, I am now excited to learn how to run a niche distribution company.
 
With Decker’s addition as company president, Wittstock says his role with Aquascapes will change, too. His primary focus will now be establishing the corporate vision, spreading the company’s passion for water features, relationship development and guiding and guarding the Aquascape’s unique culture.
 
“I am going to continue to focus on casting the vision, sharing my passion for water gardens, developing relationships throughout the industry and evolving our unique culture,” Wittstock says. “T.D. will ensure we have a solid foundation to continue to grow profitably.”