Startup cost
$25k
TRUiC Business Ideas
How to Start a Mermaid Business
Decision Snapshot
Mermaid
Idea Score
50
Profit margin
6%
Break-even
4 mo–12 mo
Time to launch
12 wk–36 wk
Demand trend
Stable
5-yr failure rate
—
Capital intensity
Medium
Time commitment
Flexible
Part 1 - How to start a Mermaid business - Background
Mermaid fandom has exploded in numbers in recent years, with mermaids appearing in artwork, books, movies and more. These mythical sea creatures can also be found at many events, thanks to mermaid businesses.
Mermaid businesses bring the excitement of mermaids to birthday parties, pool parties, beach parties, festivals and other events. In total, there are almost 1,000 professional merpeople working full-time across the country.
You may also be interested in additional unique business ideas.
Our guide is in 3 parts:
- Part 1 - How to start a Mermaid business - Background
- Part 2 - Our planner tool to see if this idea is the right fit for you
- Part 3 - Action plan to get started
What are the costs involved in opening a mermaid business?
The startup expenses for a mermaid business are manageable, with the biggest expense being the cost of a tail. Mertailor has some tails for $495, but this is the low end of the price range. A tail can cost as much as $25,000 or more.
Other marketing expenses include building a website, purchasing marketing materials and assembling the rest of a costume. Linden has lots of tips on how to make the rest of the costume inexpensively. For example, she uses fishnet stockings and blue cream to create scales. She also makes her own top, from a bra base, shells, fake seaweed and waterproof glue.
Business owners who have limited funds can lower the cost of a tail by renting one at first. After saving up, they can purchase a tail. The other expenses are minimal, especially if business owners do everything themselves.
What are the ongoing expenses for a mermaid business?
A mermaid business’ ongoing expenses are minimal. They include costume maintenance, marketing and transportation to bookings.
Who is the target market?
A mermaid business’ most steady work usually comes from children’s birthday parties, so kids and parents are a good target market to initially focus on. As a business grows, business owners can pitch themselves to organizers events in the area.
How does a mermaid business make money?
A mermaid business makes money by charging booking fees. Fees are usually charged by the hour.
How much can you charge customers?
The going rate for children’s events is reported to be $250 per hour, although this may vary some by location. Linden receives up to $6,000 per booking for special events.
How much profit can a mermaid business make?
A successful mermaid business can bring in a significant revenue. In just one day, a business owner could have three two-hour bookings. At a rate of $250 per hour, income from this day would be $750. Even working just weekends, a mermaid business could make $1500 per week.
Linden’s rate of $6,000 per appearance is exceptional but shows how much the most successful mermaids can earn.
How can you make your business more profitable?
Mermaid business owners have found many ways to diversify and increase revenue. Linden has written a book and has many YouTube videos, and Aqua Mermaid offers courses for aspiring mermaids. Other methods include offering mermaid fitness classes and selling calendars.
Day-to-Day and Growth
What happens during a typical day at a mermaid business?
Attending an event as a mermaid involves much more than simply showing up for the booked time. Mermaids must prep themselves, drive to the location, and put on their tail (without being seen) before the event itself. After entertaining during the event, mermaids remove their tail (again, without being seen) and go home.
On a fully booked Saturday or Sunday, mermaids might do all of this multiple times. Linden Wolbert, perhaps the world’s most successful mermaid, will do up to three parties in a single day.
What are some skills and experiences that will help you build a successful mermaid business?
Working as a mermaid is more than simply sitting or swimming with a tail on. Business owners need to cultivate a mermaid character, with its own accent, personality and looks. General acting experience helps with this, as does mermaid-specific experience.
To get general acting training, business owners can enroll in workshops and classes near them. Many community colleges, theaters and improv groups have acting programs, and these in-person programs are often preferable to online classes.
For mermaid-specific tips, there are several resources to consult. Aqua Mermaid has an in-person training program, and local clubs, like Halifax Mermaids, sometimes offer regular classes for mermaid enthusiasts. Additionally, Linden’s Fishy Business book and So You Want to Be a Mermaid series have helpful tips.
Along with acting, mermaids must be in good physical shape. Mermaids not only are models, but they also must swim with tails that weigh up to 35 pounds and sometimes have additional weights in them. Moreover, the “dolphin kick” swimming motion is done from the hips, which requires a strong core.
What is the growth potential for a mermaid business?
Most mermaid businesses remain small businesses because they’re built around the business owner’s mermaid character (see below). When the time is right, business owners might increase their fees or seek more high-profile appearances to grow their business. This strategy has proved successful for Linden, who makes appearances around the world, from Florida to Australia.
What are some insider tips for jump starting a mermaid business?
Working part- or full-time at a preschool, daycare center, elementary school can help get a mermaid business off the ground. Experience in these settings will help business owners become more comfortable interacting with children, and networking with parents might lead to a few gigs.
How and when to build a team
Many mermaid business owners don’t hire employees, unless they need an administrative assistant to help manage inquiries, bookings and travel arrangements. Some business owners do contract with a professional photographer so they have high-quality images for their website and social media profiles. This is usually done on a contract basis, though.
Part 2 - Is a Mermaid business the right fit for you?
Business Evaluation & Strategy Tool
We'll walk you through the four pillars every business needs: Points of Leverage, Marketing Strategy, Financial Model, and Personal Compatibility. At the end you'll see a personalized report and your action plan below will be tailored to your answers.
Step 1 of 4 — Points of Leverage
Every viable business has natural advantages. Below are common leverage points across four categories. Pick the ones that apply to your Mermaid business. We've pre-suggested a few based on your idea — review and adjust.
Step 2 of 4 — Marketing Strategy
Without a way to connect with customers, even great businesses fail. Pick the channels you plan to use to reach your customers.
Step 3 of 4 — Financial Model
Enter your monthly baseline costs — the minimum overhead to keep the business running. Then we'll calculate how many sales per month you need to break even.
Step 4 of 4 — Personal Compatibility
A business that doesn't fit your life will fail no matter how good the numbers look. Tell us how this business fits you.
Your Mermaid Evaluation Report
Complete the four pillars and your personalized summary will appear here.
Points of Leverage
Marketing Strategy
Financial Model
Personal Compatibility
Part 3 - Action plan to launch your Mermaid business in 90 days
Nine concrete steps to take you from idea to open business, grouped into 30-day phases. Complete the planner above and we'll highlight what's most important for your situation.
First 30 days — Foundation
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Form your legal entity
An LLC keeps your personal assets separate from business debts and lawsuits — the most common reason small business owners choose this structure. Sole proprietorships and partnerships do not provide this protection.
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Get an EIN and register for taxes
Apply for your free Employer Identification Number through the IRS, then register for any state or local taxes that apply to your business (sales tax, franchise tax).
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Open a business bank account and credit card
A dedicated business account is required to maintain personal asset protection. Mixing personal and business finances ('piercing the corporate veil') can void your LLC's liability shield.
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Set up business accounting
Recording expenses and income from day one makes tax filing easier and lets you see when the business is actually profitable. Use software (QuickBooks, Wave) or a part-time bookkeeper.
Days 30–60 — Compliance & Risk
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Get permits and licenses
State and local requirements vary widely. Brick-and-mortar businesses typically need a Certificate of Occupancy; service businesses may need specific professional licensing; food businesses need health permits.
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Get business insurance
General Liability Insurance is the most common starting point. If you'll have employees, most states require Workers' Compensation. Specific industries need additional coverage (product liability, professional liability, etc.).
Days 60–90 — Launch
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Define your brand
Your brand is how customers perceive and remember you. A clear name, logo, and visual identity make every later marketing decision easier and protect you legally as you grow.
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Create your business website
Every legitimate business needs a website. Social media pages are not a substitute — you don't own the platform. Modern website builders mean you can launch a clean site in a weekend without a developer.
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Set up your business phone system
A dedicated business number keeps your personal life private, makes the business look legitimate, and lets you route calls professionally. Cloud phone services start under $20/month.