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Epoxy Floor Coatings Discovery Day. A Review of the Business Rob Kinealy Mike 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?.

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epoxy floor coatings discovery day

Epoxy Floor CoatingsDiscovery Day

A Review of the Business

Rob Kinealy

Mike Fetch

rob kinealy
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
What is it?

Epoxy Floor System used to:




Comes in multitude of colors

3 Layer System

3 layer system
3 Layer System

Substrate = Concrete

Base Coat = Pigmented 2 part Epoxy

Flake = Colored Polymer chips

Top Coat = Polyaspartic

market conditions
Market Conditions
  • One of the fastest growing categories in the construction industry
  • Industry is still considered young with tremendous growth potential
market conditions1
Market Conditions
  • Technological advancements in both products and installation
  • New Products continue to enter the market

Shows Growth

other applications
Other Applications





Retail Spaces

Car Dealerships

Gyms/Locker Rooms

Airplane Hangers

Auto Repair Shops

  • 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)

Day 2

  • Scrape floor in 2 directions
  • Collect loose chips
  • Mix, apply, squeegee and back roll top coat
the numbers
The Numbers



$4.50 - $6.00 ft. 2

Products $1.84 ft. 2

Labor $ .74 ft. 2

Total $ 2.58 ft.2



the numbers1
The Numbers

Average Job


600 ft.2 Garage

Product: $1104

Labor: $444 (24hrs. @ $18.50/hr.)

Misc: $50

Total: $1598

Sell: $3000 ($5.00/ft.2)

Margin: 47%

Average Residential Job is between 400-800 ft. 2


A 2 man crew can do 3 average jobs a week


As your flooring business grows, so will your opportunities to Commercial and Light Industrial projects

On average, 40% of the revenue for garage only storage companies will be flooring

live storage
Live Storage

FYI: Live Storage will currently calculate the square footage and price

tools and investment
Tools and Investment

Professionally Installed floors require specialized tools

Basic tools & Painting tools $1K

Specialized Tools $10K-$12K

Trailer $3K-$5K

Total Investment of approx $12K-$15K


Here’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 offer
Special Tool Offer

Another 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 use
The Brands We Use

Base and Top Coat



Largest Producers of polymer chips

Custom Blending

Multitude Colors

New an Innovative Products

  • Sika
  • Big name in commercial coatings
  • Been around for 110 years
  • 1 yr. manufacturer’s warranty
  • Exclusive in Residential floor coating
  • Proven products
sales marketing
Sales & Marketing


8 Colors with ¼” Chip

4 Colors with 1/8” Chip

Available in 4”x4” or 12”x12”


First assorted box of 4”x4” is FREE

  • 1stqtr 2013 in our new training facility in Phoenix.
  • 1 week long
  • Hands-on Installation, sales, marketing, etc.

Call or Email Rob for Additional Information