Contractor training presentation

WELCOME GetNewLook.com

Contractor Training Program

®

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© 2010 NewLook International, Inc. ALL RIGHTS RESERVED Circle NL is a registered trademark of NewLook International, Inc.

The Lighter Side of Concrete

Certified NewLook Installer Benefits

•  Comprehensive and in-depth training and instruction from qualified NewLook Representatives

–  Marketing strategies

–  Business development

–  Advanced installation / faux finishing techniques

•  On-going Technical Support –  Corporate –  Local Sales Reps

•  Access to restricted business development information and materials

Certified NewLook Installer Benefits

•  Sales leads –  Organic –  Architectural and commercial

•  Access to restricted promotional campaigns •  Company promotion on NewLook's website •  Product price discount (during class) •  Certified NewLook Installers do NOT legally

represent NewLook International, Inc., but are authorized to use NewLook trademarks to promote their business

The Obvious Benefits

•  Fancy cars

•  Free food at fancy restaurants

•  Adoring fans

•  International fame and recognition

Expectations of Certified NewLook Installers

•  Proactively promote NewLook’s system and brand in your market

•  Provide feedback to NewLook about technology gaps, product issues, industry trends

•  Re-read this presentation and included slide notes •  Thoroughly study NewLook technical information

and training material •  Apply what you learn; PLEASE use common sense •  When in doubt, ask.

Agenda

•  Company History •  Understanding Concrete •  Preparation •  Decorative Concrete Options •  System Analysis •  Business Development

Company Concrete Preparation System Biz Dev DC Products

Learning Objectives •  Understand the composite and inherent nature of

concrete and its implications for NewLook products •  Understand concrete preparation methods and when

each are appropriate •  Understand and evaluate various decorative

concrete options and their appropriate applications •  Understand the features, benefits and applications

of each NewLook product solution •  Learn how to build a successful installation business

using NewLook’s system of products


Company History Date Event 1989 Jay Anderson; contractor and inventor

Bay Area, California Identified technology gap in decorative concrete Developed Concrete Color Stains™ Installed products using Newlook Systems, Inc. Manufactured and distributed from west coast

2005 Relocated operations to Salt Lake City Reorganized Management Newlook International, LLC formed to market products

2006 Manufacturing and marketing firms combine to form NewLook International, Inc.

2008 NewLook Australia is formed to distribute products down under


International Business

•  Domestic sales represent the majority of NewLook’s business

•  Strong international presence – Australia and New Zealand – Canada – South America, e.g. Mexico – Europe


Partners & Customers •  Disneyland •  Bank of America •  Costco •  Walt Disney World •  Holiday Inn •  Universal Studios •  Six Flags •  Marriott •  The Ritz-Carlton •  Sea World •  Walmart •  Santa Clara Convention •  Smucker’s •  Citibank


A Compelling Reputation

•  Hundreds of professional installers have used NewLook’s systems to enhance the image of millions and millions of square feet of concrete since 1989

•  Value-added, innovative architectural and specialty decorative concrete solutions

•  NewLook’s products fix the problems created by alternative product solutions


Understanding Concrete

•  What is the unique nature of concrete?

•  What can compromise the structural integrity of concrete?

•  *What implications does this have for your use of NewLook’s product system?


Concrete Ingredients •  Cement (Portland cement)

– Ground limestone (calcium) – Clay – Sulfate minerals (gypsum)

•  Fly ash (a by-product of coal) •  Aggregate, crushed rocks (e.g. limestone,

granite, sand) •  Water •  Chemical admixtures


Concrete Mixture


Hydration Process

•  The process of forming cement paste by combining water and cementitious material – Less water = stronger cement – More water = more free-flowing slump

•  Chemical hydration reaction – Bonding of sand and gravel particles –  Ca3SiO5 + H2O → (CaO)·(SiO2)·(H2O)(gel) + Ca(OH)2


Concrete Aggregates

•  Sand and gravel •  Crushed stone •  Decorative stones for

“exposed aggregate” – Quartzite – River stones – Crushed glass


Chemical Admixtures •  Accelerators speed up hydration (hardening)

–  CaCl2 = Calcium Hydroxide –  NaCL = Sodium Chloride

•  Retarders (e.g. sugar) slow down hydration •  Air entrainments reduce freeze-thaw damage •  Plasticizers increase workability •  Pigments (integral) change color •  Corrosion inhibitors minimize metal corrosion •  Bonding agents bond old and new concrete


Workability •  The ability to properly fill a mold or form

with fresh (“plastic”) concrete mix using vibration and without compromising quality

•  Depends on: – Water content – Aggregate – Chemical admixtures – Climate, weather

•  Measured using ASTM C 143 Slump Test


Curing Requirements

•  Need moist, humid, controlled environment

•  Hydration is critical during first 3 days •  Avoid freezing or overheating •  Can test concrete strength after 28 days •  Strength increases up to 3 years


Curing Issues

•  Proper curing dictates concrete strength and hardness, low permeability and fewer cracks

•  Improper curing causes scaling, reduced strength, poor abrasion resistance and cracking


Scaling & Cracking Concrete


Spalling / Scaling


Gray cement underneath the chip indicates the stain did not fail

Concrete Properties

•  High compressive strength (ASTM C1074) •  Low tensile strength (ASTM C1583) •  Constant elasticity at low stress levels (ASTM

C580) •  Elasticity decreases at high stress levels

(ASTM C580) •  Low coefficient of thermal expansion •  Prone to creeping (ASTM C512)


Sustainability Issues

•  Concrete is a primary producer of Carbon Dioxide (CO2), creating greenhouse gases

•  Surface runoff causes heavy erosion and carries pollutants into natural resources

•  Urban Heat Island Effect – Metropolitan areas are significantly warmer

than rural areas – Solution: light-colored concrete reflects 50%

more light


Heat Island Effect

HIE Problems Solution Benefits • Metropolitan areas are

significantly warmer than rural areas

• Concrete, asphalt absorbs solar heat

• Pavement comprises 30-40% of most city surface areas

• Light-colored concrete reflects 50% more light

• Reduce average ambient temperature

• 10-30% increased night time visibility

• Less A/C = energy savings


It’s Hotter Downtown!


Concrete Degradation

• Bacterial corrosion

• Physical damage

• Thermal damage

• Radiation damage


Concrete Degradation

•  Aggregate expansion •  Reinforcement bar corrosion •  Chemical damage

– Carbonation – Chlorides – Sulfates – Leaching – Decalcification – Sea water


Reinforcement Bar Corrosion


Chemical Damage (Efflorescence)


Overcoming Degradation •  Concrete pavement restoration (CPR) and

Concrete pavement preservation (CPP): – Slab stabilization –  Joint and crack sealing – Diamond grinding – Dowel bar retrofit – Cross-stitching – Full-depth repairs – Partial-depth repairs

•  ICRI standardization of repair


Concrete Section Recap (We Just Answered These Q’s)

•  What is the unique nature of concrete?

•  What can compromise the structural integrity of concrete?

•  What implications does this have for NewLook’s product system?


Understanding Preparation

•  Why is preparation so critical?

•  What methods are used to prepare concrete for NewLook products?


“Give me six hours to chop down a tree, and I will spend the first four hours sharpening the axe.”

~ Abraham Lincoln


Preparation Requirements •  All decorative concrete systems, including

NewLook, require very thorough preparation

•  The specific method will depend on the specific concrete properties

•  Improper preparation may cause NewLook stains to fail – DO NOT CUT CORNERS!


Preparation Methods •  Pressure washing •  Acid washing

–  Muriatic acid (HCl) –  Cleans and profiles

•  Profiling and etching –  Opens pores –  Increases abrasion for material penetration

•  Densifiers –  Increases density of substrate –  Used with NewLook’s Polishing System

•  Concrete Repair


Pressure Washing •  The minimum preparation method for NewLook

Concrete Color Stains •  Additional preparation may be required depending on

the concrete properties •  Pressure washer recommendations:

–  3,000 psi minimum –  4 gallons of water per minute –  15° - 25° fan tip

•  Maintain a consistent distance (6”-8”) from the surface •  Cover EVERY square inch! •  Use mop and wet vac indoors


Surface Cleaners


Pressure Washing Video (click to begin video)


Pressure Washing


Pressure Washing


Densifiers •  Used to prepare and strengthen the structural

integrity of green or existing concrete •  Reduce the potential for freeze-thaw damage,

shrinkage cracking, carbonation, efflorescence, and rebar corrosion caused by salts and moisture penetration

•  Used to winterize concrete •  Improve wear resistance •  NanoSet™ Densifier strengthens the bond

between NewLook stains and treated concrete


Acid Washing •  Acid washing helps remove soil, contaminants,

deteriorated cement •  Avoid using highly corrosive, caustic and volatile acid

solutions like muriatic acid (HCl), which change the concrete texture

•  Residue MUST be thoroughly removed and cleaned with a pressure washer or suitable alternative before installing NewLook stains

•  Use a mop and wet vac indoors •  New concrete up to four (4) years old should be cleaned

using EcoAcid™


International Concrete Repair Institute (ICRI)

•  Standardize repair and preparation guidelines

•  Mission: to be a leading resource for education and information to improve the quality of repair, restoration, and protection of concrete and other structures in accordance with consensus criteria


ICRI: Nine Concrete Surface Profile (CSP) Configurations

•  CSP 1 – acid etched •  CSP 2 – grinding •  CSP 3 – light shot blast •  CSP 4 – light scarification •  CSP 5 – medium shot blast •  CSP 6 – medium scarification •  CSP 7 – heavy abrasive blast •  CSP 8 – scabbled •  CSP 9 – heavy scarification


NewLook Recommended

ICRI: Preparation Method Selection Process

1.  Determine project objectives and project requirements

A.  Substrate condition B.  Property owner requirements C.  Material requirements D.  Application conditions

2.  Establish performance priorities 3.  Evaluate surface preparation methods


Profiling & Etching •  NewLook stains must be able to penetrate the concrete •  Chemical solutions

–  Chemical decomposition of cement –  Open the pores of dense, hard-troweled surfaces using

QuickEtch™ •  Mechanical processes

–  Shot blasting –  High pressure water blasting (hydro blasting) –  Scabbling –  Scarifying –  Grinding


Chemical Etching

•  Chemically profile the concrete surface to open the pores of dense and hard troweled concrete

•  QuickEtch™ is more aggressive than EcoAcid and a safer, more eco-friendly alternative to harsh acids like muriatic

•  Use NewLook QuickEtch to achieve a surface profile of CSP 1 or 2


Grinding •  Removal depth: 1/16 to 1/18 inch •  Pattern

–  random, evenly distributed craters around coarse aggregate with orange peel texture

•  Profile: ICRI CSP 2-6 •  Limitations

–  Can cause micro-cracking, which reduces bond strength

–  Post-preparation needed to eliminate micro-fractures


Grinding


Shot Blasting

•  Removal depth: 10 mils to 1/4th inch (6 mm) •  Pattern

– As depth increases, the shape and size of coarse aggregate is exposed

•  Profile: ICRI CSP 2 – 8 •  Limitations

– Generates debris containing shot, contaminants and materials being removed, which must be cleaned from the surface


Shot Blasting


Ice Blasting •  Soft, dry ice accelerated at supersonic speeds •  Mini-explosion on surface lifts & breaks up coatings

–  Non-abrasive, non-flammable –  Environmentally friendly –  Approved for food industry

•  Demo video: http://www.youtube.com/watch?v=N4vCJSRsKtw •  Demo video: Modern Marvels


ASTM Preparation Standards


ASTM Test Description ASTM F 609 Slip Index Testing ACI 503R Use of Epoxy Compounds with Concrete ASTM D 4260 Standard Practice for Acid Etching ASTM D 4262 Test Methods for pH for Chemically Cleaned or Etched

Concrete Surfaces ASTM D 4263 Test Method for Indicating Moisture in Concrete by the Plastic

Sheet Method ASTM D 4259 Standard Practice for Abrading Concrete ASTM D 4258 Standard Practice for Surface Cleaning Concrete for Coating

Preparation Recap (We Just Answered These Q’s)

•  Why is preparation so critical?

•  What methods are used to prepare concrete for NewLook products?


Need to Stretch?

Understanding Decorative Concrete Options

•  What decorative concrete options are available?

•  What are some of the advantages and/or limitations of each?

•  What is the appropriate application for each option?


Decorative Concrete Options

New Construction Existing Concrete Stamping Stains

Form Liner Concrete dyes Integral Colorants Epoxy & tinted sealers Color Hardeners Polishing systems

Engraving Overlays & Micro-topping


Stamping •  Rubber stamps impressed into wet concrete

leave a design or textured imprint •  Manufactured from molds created from authentic

stone or wood textures •  Release agents (liquid or powder) used to keep

stamps from sticking to concrete surface

Limitations • Prone to scratches and discolorations • Difficult to fix improperly placed impressions of relief • Typically require antique color release to enhance the impressions


Stamping


Form Liner •  Unique designs cast using urethane mold •  Ideal for retaining walls, building exteriors and

bridges •  Synthetic liquid rubber mold design sculpted

from clay, wax or polyurethane •  Once concrete is set, the mold is stripped

leaving a permanent design texture

Limitations • Can be expensive to customize • Liners have limited use up to 100 pours depending on liner material


Form Liner


Integral Colorants •  Color material (e.g. liquid or natural iron oxide) is

blended with the concrete mix to color the aggregate, cement and sand

•  Tech advancements include synthetic primary pigments (SYPP) or portion controlled colorants (PCC)

Limitations

• 10% to 30% more than gray concrete • Difficult to control color consistency through separate pours • Pigment dust causes severe respiratory problems and environmental damage • Color hues can be subtle and less intense than NewLook stains • Pigments generally fade over time • Iron oxide pigments can cause efflorescence and alkali discoloration


Integral Colorants


Color Hardeners •  Dry shake powder pigments broadcasted on new

concrete surface and then troweled •  Blend of pigments, finely graded silica sand and

Portland cement •  Used on stamped concrete

Limitations • Horizontal surfaces only • Messy application process • Difficult to control color variability • Bio-hazard; harmful if inhaled • Cannot use indoors • Unpredictable in windy conditions • No technology advancement in decades


Color Hardeners


Concrete Dyes •  Transparent, penetrating colorants •  Smaller particle than acid or acrylic stains •  Sprayed onto existing concrete

Limitations • Impossible to remove color • Penetrates quickly, leaving no room for error • Must be sealed • Non UV-stable; used indoors only • Caustic compounds can cause environmental damage • Variations and inconsistent colors • Transparency shows discolorations


Acid (Reactive) Stains •  React chemically with calcium hydroxide in concrete

forming a permanent chemical bond •  Create environmental hazard •  Must ventilate indoors •  Inorganic metallic salts dissolve in acidic solution •  Commonly used corrosive, caustic chemicals:

–  Hydrochloric acid –  Iron chloride –  Sodium bicarbonate

•  Applied to concrete with a sprayer, brush, or roller •  Concrete pH must be neutralized before sealing


Acid (Reactive) Stain Limitations Limitations

• Very limited color range • Extremely unpredictable colors • Color variations and inconsistencies caused by each unique concrete slab • Difficult to remove color • Penetrates and reacts quickly, leaving no room for error • Color must be sealed • Volatile organic compounds (VOCs) cause environmental damage • Must ventilate indoor areas • Transparency shows discolorations • Concrete pH must be neutralized • Exterior surfaces do not color as well as interior because of leached mineral content

• Messy installation and neutralization process


Acid (Reactive) Stain


Water-Based Stains •  Non-reactive stains are tinted coatings, sealers, or dyes that

mechanically, not chemically, bond to the concrete •  No chemical reaction with concrete = reliable color •  Either fill concrete pores (penetrating) or produce a colored film

or coating (e.g. paint, sealers) •  Various bases:

–  Polymer-modified –  Acrylic (most water-based stains are acrylic-based) –  Epoxy

•  Opaque and translucent finishes •  Tools used to install depends on base and desired effect •  NewLook Concrete Color Stains are penetrating, polymer-

modified stains that do not change the texture or create a film


Water-Based Stains

Advantages Limitations • Either low or no VOC content; environmentally friendly

• Consistent colors; can replicate acid stain finishes or marble

• Broad, full spectrum of colors • Vibrant colors • Opaque and translucent finishes • Colors can be mixed like paints • Safe to apply without ventilation or protective clothing

• Some do not require sealers • Interior and exterior applications

• Multi-components require specific mixing procedures

• Installation procedures can be relatively unfamiliar


Water-Based Stains


Overlays & Micro-Toppings •  Cementitious topping resurface, re-decorate, renovate and texturize •  Date back to the 1960s •  Various Types of Overlays:

–  Stampable –  Microtoppings & skim coats –  Spray-down systems –  Self-leveling –  Epoxy terrazzo toppings

•  Technology advancements include polymer, acrylic resins

Advantages Limitations • Cost effective alternative to replacing concrete

• Can be applied thinly or thickly • Can incorporate integral colorants

• Failure to prep the surface results in delamination and bonding issues

• Not all existing surfaces can be resurfaced using overlayments


Overlays & Micro-Toppings


Epoxy & Tinted Sealers •  Applied over coatings and cementitious surfaces to seal

and protect •  Some epoxies are colored with concentrated pigment •  Both solvent- and water-based sealers can be tinted with

color pigments •  Finely dispersed metallic pigments in water

Advantages Limitations • Available in a range of finishes, from matte to gloss

• Both color and abrasion resistant protection

• Translucent effect

• Cannot be sprayed • Must be stripped for future maintenance or resurfacing applications

• Not permanent


Epoxy & Tinted Sealers


Polishing •  Polish most concrete surfaces using mechanical

diamond pads of increasing grit •  Wet and dry polishing techniques

•  Multiple stages using successive grit pads •  Grit ranges from 6 to 8500; average 800 •  Hardener / densifier added to help concrete hold

an 1800 to 3600 grit shine

•  Use nano pigments for colorants


Polishing Advantages Limitations

• Create a permanent glossy finish • Ideal for industrial, architectural projects

• Enhances aggregate appearance • Excellent longevity and performance • Easy to maintain • Radiate heat and store solar energy • Sustainable flooring alternative • Will NOT harbor mold, mildew, dust mites and other allergens

• Impervious to humidity and moisture damage

• Applicable to virtually all structurally sound concrete floors

• Must be profiled when resurfacing or staining with NewLook stains

• Relatively involved installation process

• Messy clean up (wet polishing) • Can be slippery (liability)


Polishing


Engraving

•  Cut lines and grooves into existing concrete surfaces using an angle grinder or specialty cutting tools

•  Create geometric shapes, patterns, designs •  Residential and commercial applications

Limitations • Time consuming process compared with alternative design methods • Freestyle patterns difficult to achieve


Engraving


Concrete Décor Options Recap (We Just Answered These Q’s)

•  What decorative concrete options are available?

•  What are some of the advantages and/or limitations of each?

•  What is the appropriate application for each option?


Learning Objectives Recap •  Concrete is a complicated animal, comprised

of unique ingredients that must be mixed and poured correctly

•  Concrete preparation is critical and must be done properly when installing decorative concrete products

•  While each decorative concrete option has its own advantage and disadvantages, NewLook products have clear and compelling competitive advantages


Need to Stretch?

NewLook Product System •  The ORIGINAL Concrete Color Maintenance

System since 1989 –  Proven product system of specialty solutions –  Millions and millions of concrete decorated –  Used both domestically and internationally

•  Complete, comprehensive specialty system – Preparation solutions – Beautification and restoration solutions – Maintenance solutions – Sundry tools


Preparation Solutions •  Concrete Degreaser

•  NanoSet Densifier

•  EasyStrip 1000

•  EasyStrip 2000

•  EcoAcid

•  QuickEtch


Concrete Degreaser •  Heavy-duty degreaser •  Concentrate formula; dilute with water •  Removes grease, oil, transmission fluid,

adhesives, soil, other foreign substances •  Will not remove black mastic adhesive •  Coverage: 200 sf per gallon •  Packaging: 1 gallon and 5 gallon •  Brush and scrub


Concrete Degreaser


NanoSet Densifier •  Blend of inorganic polymers •  Nano-sized silica particles; deep surface penetration •  Used to polish concrete as part of NanoSet Polishing System •  Concentrate formula; dilute with water •  “Winterizes” concrete; improves wear resistance •  Creates extremely hard, dense surface •  Improves bond between NewLook stains and treated concrete

surface •  Reduces potential for freeze-thaw damage, shrinkage

cracking, carbonation, efflorescence and rebar corrosion


NanoSet Installation

•  Spray on liberal amount •  Do not brush •  Completely saturate concrete •  Allow material to penetrate and dry

(approximately 20 to 40 minutes) •  Thoroughly pressure-wash & clean any dried

residue •  Mix 1 part NanoSet Densifier with 4 parts water •  Coverage: Approx. 300 – 600 sf / diluted gallon


NanoSet Densifier


EasyStrip 1000 & 2000 •  Biodegradable, water-based coating and paint

remover •  Features and benefits:

–  Non-flammable –  Does not affect glass or plexiglass –  Contains no TAPs or HAPs –  Can be used on vertical or horizontal sufaces –  Easy clean-up –  Non-ozone depleting / low odor –  Easily sprayed with standard equipment


EasyStrip 1000 & 2000

•  Coverage: 50 – 100 sf per gallon •  Available in 1 gallon, 5 gallon & 55 gallon

EasyStrip 1000 Applications EasyStrip 2000 Applications Paint; acrylic-based coatings Most sealers Non-acid stains Urethanes Lacquers Latexes Varnishes

Epoxies Urethanes Lead-based architectural coatings Powder coatings High performance coatings


EasyStrip

EasyStrip 1000 EasyStrip 2000


EcoAcid

•  Water-based; non-corrosive •  Cleans surfaces and lightly etches •  Non-fuming alternative to harsh acids •  Environmentally-friendly, non-toxic •  Not as aggressive as QuickEtch •  Used to wash green/new concrete (up to 4

years old)


EcoAcid

•  Coverage: 200 sf per gallon •  Packaging

– 16 oz. – 1 gallon – 5 gallon – 55 gallon

•  Brush on and allow do not allow material to dry. Re-emulsify if needed


EcoAcid


QuickEtch •  Biodegradable etching compound •  Profiles both green and mature concrete •  Profile depth is same as muriatic acid with 80%

less odor and more uniform etch •  Safe alternative to muriatic acid •  Easily wash residue •  No neutralization required •  Gel form has no dust compared to

sandblasting or grinding


QuickEtch

•  Coverage: 50 – 100 sf per gallon •  Packaging:

– 1 gallon – 5 gallon – 55 gallon

•  More aggressive profile than EcoAcid •  Not to be used as a cleaning solution •  Brush on and allow do not allow material to dry.

Re-emulsify if needed


QuickEtch


Beautification & Revitalization

•  Concrete Color Stains –  Solid Color Stain –  CoolStain –  Translucent Color Enhancer –  Designer Series Enhancer –  Color Additive Booster –  Clear 32


Beautification & Revitalization

•  NanoSet Polishing System – NanoSet Densifier – NanoSet Color – NanoSet Cleaner – NanoSet Protector


The ORIGINAL Solid Color Stain

•  Polymer-modified, water-based stain

•  Non-acid (non-reactive •  Non-acrylic; NOT a paint •  80 standard colors •  Penetrating and

breathable finish •  Used on existing concrete •  Color matching available •  No sealer required

•  Completely opaque (solid) finish

•  Leaves a natural-looking finish

•  Restore previously colored concrete

•  Rejuvenate old, tired-looking concrete

•  Very user-friendly and forgiving solution


Solid Color Stain •  Coverage

–  Large kit (32 oz) covers approx. 350 sf twice –  Small kit (4 oz) covers approx. 45 sf twice

•  Packaging: 4-part kit; Bottles A, B, C & D •  Must use NewLook Applicator Brush •  3 easy commandments of installation

1.  Mix properly and thoroughly 2.  Keep the product aggitated 3.  Rebroom as it dries

•  Must use NewLook Applicator Brush


Solid Color Stain


How to Mix the Solid Stain (click to begin video)


How to Install the Solid Stain (click to begin video)


CoolStain •  Solid, opaque finish •  Patent-pending formula •  Polymer-modified, water-

based stain •  Infrared reflective

properties reduce surface temperature by 17° to 50°

•  Penetrating and breathable

•  Non-acid (non-reactive), non-acrylic

•  No sealer required •  NOT a paint •  Used on existing concrete •  Completely opaque •  Leaves a natural-looking

finish •  Restore previously

colored concrete •  Rejuvenate old, tired-

looking concrete •  Color matching available


CoolStain Benefits •  Cooler to walk on during hot

summer months •  Improves solar reflectivity •  Increases infrastructural

energy efficiency •  Lowers energy absorption,

which reduces heat emission •  Reduces Heat Island Effect •  Qualifies for LEED points

•  Perfect for: –  Pool decks –  Theme parks –  Fitness centers –  Patios –  City parks –  Schools –  Water parks –  Civic centers –  And much more!


CoolStain •  Coverage

–  Large kit (32 oz) covers approx. 350 sf twice – Small kit (4 oz) covers approx. 45 sf twice

•  Packaging: 3-part kit; Bottles A, B & C •  3 Commandments of installation

1.  Mix properly and thoroughly 2.  Keep the product aggitated 3.  Rebroom as it dries

•  Must use NewLook Applicator Brush


CoolStain


Patent Pending

Translucent Color Enhancer •  Polymer-modified, water-based stain •  Semi-transparent; non-opaque •  Non-acid (non-reactive), non-acrylic •  NOT a paint •  80 standard colors •  Penetrating and breathable •  Used on existing concrete and Solid Color Stain •  Antique stamped textures or faux finish •  Color matching available •  Must be sealed


Translucent Color Enhancer

•  Coverage – X-Large kit (32 oz) covers 600-1200 sf – Large kit (16 oz) covers 300-600 sf – Small kit (4 oz) covers 75-150 sf – Sample size (2 oz) covers 35-45 sf

•  Packaging: 3-part kit; Bottles A, B & C •  Install with brush, roller, spray (HVLP)


Translucent Color Enhancer


Installing the Enhancer (click to begin video)


Designer Series Enhancer •  Translucent Color Enhancer with greater color

intensity •  Concentrated pigment •  80 standard colors; color matching available •  Polymer-modified, water-based stain •  Semi-transparent, non-reactive, and penetrating •  Used to faux finish and replicate the effects of

acid stain or marble •  Must be sealed


Designer Series Enhancer

•  Coverage – X-Large kit (32 oz) covers 600-1200 sf – Large kit (16 oz) covers 300-600 sf – Small kit (4 oz) covers 75-150 sf

•  Packaging: 3-part kit; Bottles A, B & C •  Install with brush, roller, spray (HVLP)


Designer Series Enhancer


Installing Designer Series Enhancer

(click to begin video)


Color Additive Booster

•  Concentrated pigment added to Translucent Color Enhancer to intensify the color hue

•  Effectively creates a Designer Series Enhancer when 16 oz are added to a large size (16 oz) traditional Enhancer

•  80 standard colors •  Available in 2 oz bottles


Clear 32

•  Polymer-modified, water-based “stain” •  No color; crystal clear transparency •  Used as a “primer” instead of Solid Color

Stain when antiquing with Enhancer •  Can be used over Concrete Color Stains as

superficial layer, but it is NOT A SEALER •  Can be used with NewLook Slip-Resistant

Grit for greater traction


Clear 32

•  Coverage – X-Large kit (32 oz) covers 600-1200 sf – Large kit (16 oz) covers 300-600 sf – Small kit (4 oz) covers 75-150 sf

•  Packaging: 3-part kit; bottles A, B & C •  Install with NewLook Applicator Brush


WallStain

•  Single component concrete stain •  Designed for vertical applications •  Non-yellowing acrylic emulsion stain •  Designed to color, seal and protect •  Cures to matte-satin finish •  Resists stains, UV, abrasion, chemicals •  Will minimize hairline cracking, dusting and

spalling


WallStain



•  Currently 8 colors available •  Color matching available


WallStain


Deck Armor Wood Stain

•  Environmentally-friendly •  Single component, water-based wood deck stain •  Concentrated formula; dilute with water •  Low build, maintainable stain •  Water-repellent, mold and fungus resistant •  Does not change wood texture •  Will not turn black or gray with aging and

exposure to sunlight


Deck Armor Wood Stain •  Coverage depends on dilution ratios

–  2:1 water to stain covers 100 sf per gallon –  5:1 water to stain covers 500 sf per gallon –  Do not dilute more than 8:1

•  Packaging –  4 oz –  16 oz –  32 oz –  1 gallon

•  Apply with a NewLook Applicator Brush, garden sprayer or HVLP sprayer


Deck Armor Wood Stain

Before

After


Maintenance & Protective Solutions

•  NanoSet™ Protector

•  NanoSet™ Cleaner

•  Concrete Maintenance Sealer™

•  Co-Lock Sealer

•  100% Epoxy

•  Concrete Cleaner


NanoSet Protector

•  Penetrating sealer and finishing conditioner

•  Enhances and conditions polished concrete

•  Introduces additional silica into substrate

•  Creates a thin, clear polymer layer for protection against mild acids, chemicals, soil, etc.

•  Burnished at high speeds for sustainable shine


NanoSet Protector

•  Coverage: approximately 2,000 square feet per diluted gallon

•  Packaging:

–  1 gallon

–  5 gallon

•  Install with a micro fiber pad and burnish at high speeds


NanoSet Cleaner •  Combines cleansing action with the strength of

suspended-silica

•  Water-based, non-corrosive cleaner

•  Helps remove surface contaminants

•  Fortifies and helps protect polished concrete

•  Introduces additional silica into polished substrate

•  Concentrate formula; dilute with water


NanoSet Cleaner

•  Packaging

–  1 gallon

–  5 gallon

•  Add approximately 8 oz. of Cleaner to 1 gallon of water

•  Include in auto scrubbing machines as part of regular building maintenance


Concrete Maintenance Sealer •  Single component, high-quality polymer sealer •  Fast evaporating solvents •  Use over Concrete Color Stains •  Dries quickly; great abrasion & chemical resistance •  Water resistant; will not delaminate with exposure to

chlorine •  Does not need to be stripped or removed before

future maintenance applications of Concrete Color Stains

•  Environmental regulation compliant: VOC < 100 g/L


Concrete Maintenance Sealer

•  25% solids content; VOC < 100 g/L •  Coverage: 250 – 350 sf per gallon •  Packaging


•  Gloss finish


Concrete Cleaner •  High-quality, multi-purpose cleaner and degreaser •  Concentrate form; can be diluted with water to

remove grease, oil, adhesive, dirt, food, soot, etc. •  Contains a powerful, natural vegetable-source

solvent •  Safe and biodegradable •  Used to effectively clean surfaces stained with

Concrete Color Stains


Concrete Cleaner


–  1 gallon –  5 gallon

•  Apply with a NewLook Applicator Brush

•  Rinse thoroughly


NewLook Slip-Resistant Grit •  Micronized polymer •  Creates textured surface without irritating sharp edges •  Lightweight, clear spheres suspend easily in NewLook

sealers and Clear 32 •  Puts “bite” on concrete surfaces •  Wears longer, easier to walk on •  Will not affect topcoat color •  Add 3.5 oz to 1 gallon of stain, paint or sealer •  Mix well; broadcast on surface and apply with a roller •  Do not re-roll wet areas.


Sundry Tools

•  NewLook Applicator Brush •  Sample Boards •  Color Chip Fan Deck •  NewLook Skid-Resistant Grit •  Absorbent •  Color Helper •  Mixers


NewLook Applicator Brush •  The most effective tool for installing NewLook

products, especially the Concrete Color Stains •  The ONLY applicator brush warranted by NewLook •  Orange, soft, flag-tipped bristles •  Sizes

–  4” round –  8” long –  10” long –  18” long –  24” long


NewLook Sample Boards

•  Used to demonstrate color and design samples of Concrete Color Stains

•  Proprietary NewLook micro-topping

•  Flexible, 1/8 inch thick

•  22”x22” non-colored cementitious board


Color Chip Fan Deck

•  All 80 standard colors

•  Used to help even the most indecisive customers select a stain color

•  All standard colors are the same price


Liquid Waste Absorbent

•  Environmentally friendly means of disposing excess liquid waste

•  Contains liquid spills •  Packaging

– 2.5 oz bag (1/2 gallon) – 5 gallon (95 gallons)


Color Helper

•  Matches the right color or combination for integral or stains to the property owner’s color desires

•  Measures color hue •  Multi-brand color match


Mixing Paddles

•  Used to mix Concrete Color Stains •  Use a small bristle brush to thoroughly

break up powder pigments •  Sizes

– Small – Large


NewLook Product Applications Commercial •  Civic centers •  Municipal property •  Warehouse floors •  Convention centers •  Theme / water parks •  Hotels •  Public swimming pools •  Restaurants •  Shopping centers

Residential •  Driveways •  Walkways •  Patios •  Stairs •  Pool decks •  Garage floors •  Basement floors •  Kitchen floors •  Retaining walls


Commercial Applications Civic Centers Theme Parks


Residential Applications Pool Decks Entry Ways


Interior Applications Public Facilities Residential Foyers


Vertical Applications Precast Walls Retaining Walls


Faux Finishing Basement Floors Duplicate Acid Stain


Artistry in Concrete Pledge Allegiance Water Features


Before After


Before After


Before After


Before After


Troubleshooting Concern Solution

Abrasion Stain will wear as well as the concrete Asphalt Not yet approved for asphalt Blotchy Acid Stain Solid stains will cover differences,

creating a uniform finish Bricks / Pavers Stains can be used on unsealed brick

and paving stones. Need preparation. Cleaning up a spill on concrete If still wet, clean stain with a wet cloth

immediately. If dried, use ES 2000 and hot water pressure washer.

Concrete looks glossy after installing Slight sheen may occur immediately after installing. Sheen will diminish within 30 days and will look more like integral colored concrete.



Cracks in concrete Stain will not fill cracks, even small ones. Repaired cracks will telegraph through the stain and may be more visible than before the repair.

Efflorescence Since stain is breathable, minerals leech through concrete due to hydration, etc. May need to increase frequency of maintenance, which includes cleaning and staining the surface more.

Flaking / Delamination The 3 most common reasons are poor preparation, new concrete and excessive moisture. Poor preparation can be attributed to failure to address existing or potential problems before installing stain. New concrete problems can be due to the hydration and curing process. Reapplying stain may be required to maintain stain on new concrete under 4 years old. Excessive moisture should be addressed.



Hard-troweled Concrete Du to lack of porosity, most sealers and stains do not bond to the concrete unless it is profiled. Profiling can be done chemically or mechanically. Stain is not recommended for slick/glazed surfaces unless profiled.

High traffic areas Stain is designed as a maintenance product. It can be applied as often as needed to keep high-traffic areas looking new.

Painted or sealed surfaces Hot water pressure washing and / or EasyStrip. Consider diamond grinding.



Pigment streaks Caused by insufficient mixing. Use a bristle brush to break up pigments. Broom out on concrete.

Pools Apply Maintenance Sealer to protect stain from harsh chemicals and salts. Use grit to increase traction.

Preparation for surrounding area Protect any walls and adjacent areas where staining is not desired

Retaining walls and vertical concrete Stains may be applied to properly prepared vertical concrete. Careful consideration and caution should be taken due to low viscosity.



Sealed Concrete, including “Cure & Seal” products

If concrete is sealed or a curing compound has been used, remove with EasyStrip before application.

Slip Use NewLook sealer with grit. Stain may decrease static co-efficient of friction, causing surface to be slightly more slippery when wet.

Stain discolored in corners Caused by not being re-broomed adequately. Re-apply stain and re-broom properly.

Top coats / overlayments On set overlay, apply stain right away. If stain is not applied several days after set, lightly clean surface. If overlay is not porous, acid wash.



Color does not match sample

Different concrete textures may contribute to slight variations in finished color appearance. If color is drastically different, contact NewLook. It’s suggested that stain be tested before installing for whole job.

New concrete

Not all concrete surfaces are the same. Significant differences exist between new and old concrete. Precautions should be taken to ensure that the concrete surface is prepped correctly. It should not be assumed that new concrete is clean and porous.

Texture differences

Stain will not change texture of concrete. If concrete is worn or weathered in spots or the surface has been acid etched irregularly, those spots may be visible after application.


Troubleshooting Link: http://www.getnewlook.com/Troubleshooting.html

Business Development Objectives


•  Better understand how to successfully BUILD and MARKET an installation business based on NewLook’s Concrete Color Maintenance System

•  Understand the financial advantages of using NewLook’s Concrete Color Maintenance System

Business Development •  Assessment of market opportunities •  Intelligence gathering on customers •  Intelligence gathering on competitors •  Generating leads for possible sales •  Follow-up sales activity •  Pitch and presentation rehearsals •  Business model design •  Performance monitoring •  Campaign development


Marketing: Market Focus

•  G. Moore, (1999). Crossing the Chasm: “Pick your beach head and exploit it fully before targeting a new beach head.”

•  Say “NO” to distracting opportunities •  Eliminate unprofitable services •  Become the specialist or expert for a

specific niche or market focus •  Charge a premium for your expertise


Marketing: Differentiation

•  Do not use price to differentiate •  Remember: someone will ALWAYS be

willing to sell for less •  Ask existing customers why they do

business with you; what makes you different?

•  Integrate your specialty into your marketing messages


Marketing: Education

•  Make a difference, not a pitch •  Become a consultative source of info •  Address a specific concern or need in your

presentations and marketing messages •  Follow-up marketing must demonstrate

your ability to solve customer problems •  Instill confidence and add value to your

services using testimonials


Marketing: Prospecting

•  Use advertising to offer free, useful information—the most effective lead generation tool

•  Use advertising to create prospects first and sales second

•  Give information and advice before asking for anything in return

•  Educating customers in advance prepares them to pay a premium for your services because they understand more fully your value proposition


Marketing: Testing

•  Marketing takes trial and error

•  Adjust words, pictures, composition to determine effectiveness

•  Spend time studying past campaigns

•  Take risks and measure the resulting success of each campaign


Marketing: Extraction

•  A.K.A. “Law of Doing More”, John Jantsch of Duct Tape Marketing

•  Cost of finding new customers is greater than cost of supporting current customers

•  Extract as much business from EXISTING customers as possible

•  Look for more ways to serve existing customers by leveraging their trust in you


Marketing: Referrals

•  Make the providing of referrals a condition of doing business with you

•  Inform new clients up front that you prefer to do business by referral

•  Solicit their acceptance •  Match your performance with their

expectations—customers must be so satisfied that they are willing to refer you


NewLook Marketing & Biz Dev Resources

•  Color Selection Guide (20 to 40 colors)

•  Color Chip Fan Deck (80 colors)

•  Product fliers •  Door hanger •  Post cards •  Color sample boards

•  Bidding checklist •  Troubleshooting

checklist •  GetNewLook.com •  NewLook Blog •  Brag book •  Product cut sheets


Technical Resources

•  MSDS •  Tech Data Sheets •  Cut Sheets •  Downloads and instructional videos •  Spec and testing documentation •  FAQ •  NewLook Blog


Product Comparisons (As of 2010) NL Concrete

Color Stains Freestyle Revive

Years on Concrete Over 20 years Less than 2 years Less than 1 year

Color Selection 400+ 40 20 Inside Tech Support Years Experience

Over 20 years Less than 2 years Less than 1 year

Contractor Training DVD YES NO NO

Website Training YES NO NO

Adhesion Yes. 20+ year track record

Less than 2 year track record


Durable through winter

Yes. 20+ year track record




…Product Comparisons (As of 2010) NL Concrete

Color Stains Freestyle Revive

UV Stable Yes. 20+ year track record

Less than 3 years

Less than 1 year

Years of theme park experience 6 years

Years of city government experience 17 years

Years of convention center experience 17 years

Years of retail experience 19 years Years of residential experience 19 years

Pricing Competitive. Contact your local distributor.


NewLook Saves You Money Over the Long Term Contractor Cost of Materials Per Square Foot

NL Solid Color Stain

Paint (Acrylic Stain) Acid Stain Integral Color

Initial Installation $0.50 $0.90 $0.65 $7.96

2-yr follow up maintenance $0.36 $1.26 $4.80 $8.36



Total $1.58 $4.68 $15.05 $33.04


Bidding Estimates

•  Estimates can be based on multiples of COGS or cost of materials – 3.0 x cost of materials for depressed markets – 6.0 x cost of materials for growth markets

•  Do market research to determine the right pricing structure, comps and multiples

•  Contact your local chamber of commerce


Bidding Estimates •  Clean and color

– Pressure wash – Solid Color Stain – Approximately $1.50 to $3.00 per sf

•  Add $0.25 to $0.50 for each additional Enhancer (antiquing or faux finishing)

•  Add $0.25 to $3.00 for more preparation – Coating remover $0.25 to $0.75 – Profile and etching $0.50 to $2.50


Bidding Comparison

Price per Square Foot Charged to Customers for Product Installation

NL Concrete Color Stains

Paint (Acrylic Stain) Acid Stain Integral Color

Clean & Color $1.50 - $3.00 $2 - $3 $3 - $5 $8 - $15 Antique Stamp $2 - $4 $3 - $5 Faux Finish $4 - $8 $3 - $5


Sample Profit Analysis

•  Assume you clean (pressure wash) and color (Solid Color Stain) a 700 sf driveway

•  Gross Income: 700 sf * $2.00/sf = $1,400 •  COGS: 700 sf * $0.50/sf = $350 •  Operating Income: $1,400 - $350 = $1,050 •  Time to install: 2.5 to 5.0 hours •  Income/hr: $1,050 ÷ 5 hrs = $210/hr


Questions

THANK YOU!

For more information, contact:

www.GetNewLook.com

Presentation Links •  Learning Objectives •  Company History •  Understanding Concrete

–  Ingredients –  Hydration Process –  Aggregates –  Admixtures –  Workability –  Curing –  Sustainability (HIE) –  Concrete Degradation

•  Preparation –  Requirements –  Methods –  Profiling & Etching

•  Decorative Concrete Options –  Stamping –  Form liner –  Integral colorants –  Color hardeners –  Concrete Dyes –  Water-based stains –  Acid stains –  Overlays & Micro-topping –  Polishing Systems –  Engraving

•  The NewLook Product System –  Preparation –  Beautification & Revitalization –  Maintenance –  Sundry Tools

•  Business Development

Contractor training presentation

Self Improvement