Monsoon Aquatics

Founded in Darwin in 2008, Monsoon Aquatics is a world-leading supplier of premium hand-picked Australian Coral and Marine Life.

With state-of-the-art facilities in Darwin, Cairns and Bundaberg, collection capability in the North, East and West of Australia, and a growing aquaculture program, Monsoon Aquatics supplies a range of coral, fish and giant clams to wholesalers and retailers in Australia and around the world.

Daniel Kimberley, CEO, wanted to continue his current business of supplying fish and clams, but he also wanted to grow coral that could be sold to aquariums and used in reef restoration efforts around Australia.

He and his business partners joined the Business Acceleration Program.

“We always wanted to grow, but the program really opened my eyes to the potential of how much our company could grow.” Daniel Kimberley, Director

Daniel and his team used the Program’s knowledge frameworks and tools to think through the requirements of their innovation and develop a business strategy as well as a plan.

Actions included developing an online ordering system, thinking through subscription plans, negotiating drop-ship arrangements to get coral directly to customers, a new brand and marketing strategy, and a new aquaculture program to harvest coral spawn and grow coral in a controlled environment.

Having a three-year plan provided them with options and the confidence to respond quickly to rapidly changing market conditions.

“The program gave us uninterrupted time to work on the business and not in it, so we could peer into the future and look internally at how we could improve.” Daniel Kimberley, Director

When COVID-19 hit, Daniel reviewed his three-year plan and quickly reprioritised. He and the team focused on constantly improving systems, culture and people, and that enabled the company to keep growing.

The company invested in tangible assets such as more boats; more licenses to collect fish, clams and coral in more locations; a coral spawning and production facility; and expanded distribution.

It also invested in intangible assets including branding, a new website, market research and basic business software. He introduced on-line, drop shipping, prepaid, and subscription annuity business models.

In keeping with his diversification strategy, Monsoon Aquatics started to collect and grow its own giant clams and coral and had its first successful spawning in 2020.

In late 2021, Monsoon Aquatics was named the Australian Exporter of the Year at the 59th Australian Export Awards.

They recently received an Accelerating Commercialisation Grant to set up coral propagation on a commercial scale and started providing door to door service for customers.

“When we started the program, we had two facilities, we now have three. We have a lot more staff, a lot more boats, have developed new products, and opened up new markets.”

Daniel Kimberley, Director