Epoxy Floor Coatings Discovery Day A Review of the Business Rob Kinealy Mike Fetch
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Epoxy Floor Coatings
Discovery DayA Review of the Business
Rob KinealyMike Fetch
Rob Kinealy
•Director of Flooring at Organizers Direct•Over 11 years in the
decorative concrete business•Owns and operates a
concrete floor coating dealership in St. Louis, MO.
What is it?• Epoxy Floor System
used to:• Protect• Beautify• Enhance
• Comes in multitude of colors
• 3 Layer System
3 Layer System
Substrate = ConcreteBase Coat = Pigmented 2 part Epoxy
Flake = Colored Polymer chipsTop Coat = Polyaspartic
Market Conditions• One of the fastest
growing categories in the construction industry
• Industry is still considered young with tremendous growth potential
Market Conditions
• Technological advancements in both products and installation
• New Products continue to enter the market
Shows Growth
Other ApplicationsRestaurants
Retail Spaces
Factories Warehouses
Airplane Hangers
Basements
Car Dealerships
Auto Repair ShopsGyms/Locker Rooms
Installation• Requires 2 installers for
average job• Typical install is 1 ½ days• Day 1
– Fill cracks and other repairs– Profile/Grind concrete (not acid
wash)– Mix base coat and spread on
floor with squeegee and back roll
– Throw chips into wet base coat (feeding the chickens)
InstallationDay 2
• Scrape floor in 2 directions• Collect loose chips• Mix, apply, squeegee and
back roll top coat
The Numbers
CostsProducts $1.84 ft. 2
Labor $ .74 ft. 2
Total $ 2.58 ft.2
Retails$4.50 - $6.00 ft. 2
Margins40-55%
The NumbersAverage Job
Average Residential Job is between 400-800 ft. 2
Example600 ft.2 GarageProduct: $1104
Labor: $444 (24hrs. @ $18.50/hr.)Misc: $50
Total: $1598Sell: $3000 ($5.00/ft.2)
Margin: 47%
Potential
On average, 40% of the revenue for garage only storage companies will be flooring
A 2 man crew can do 3 average jobs a week$450,000/year
As your flooring business grows, so will your opportunities to Commercial and
Light Industrial projects
Live Storage
FYI: Live Storage will currently calculate the square footage and price
Tools and InvestmentProfessionally Installed floors require specialized tools
Basic tools & Painting tools $1KSpecialized Tools $10K-$12KTrailer $3K-$5K
Total Investment of approx $12K-$15K
FinancingHere’s the Good News• No need to have $12K-$15K
to get started• Spread your payments over
24-60 months• Use your capital for lead
generation
Special Tool OfferAnother Great Tool Offer• Used for edge grinding
(standing not bending)• Save 15% if purchased
separately • No financing available• Not necessary but a great
tool
The Brands We UseBase and Top Coat
• Sika• Big name in commercial
coatings• Been around for 110 years• 1 yr. manufacturer’s warranty • Exclusive in Residential floor
coating• Proven products
Chips• Torginal • Largest Producers of
polymer chips• Custom Blending • Multitude Colors• New an Innovative
Products
The Brands We Use
Sales & Marketing
Samples 8 Colors with ¼” Chip4 Colors with 1/8” Chip
Available in 4”x4” or 12”x12”
BrochureFirst assorted box of 4”x4” is FREE
Training
• 1st qtr 2013 in our new training facility in Phoenix.
• 1 week long• Hands-on Installation, sales,
marketing, etc.
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