SUMMARYKeith Duke and Mike Patrick, co-founders of Vital Coat. With decades of experience in construction and wood preservation, the long-time friends turned business partners have created a revolutionary home maintenance product line. Their flagship offering, a roof coating that significantly extends the life of shingles, has landed them in major retailers like Home Depot and other big box stores across the country.Throughout the episode, Keith and Mike delve into the trials and triumphs of launching a product that challenges industry standards. They share candid stories of early failures, accidental discoveries, and the persistent hustle that fueled their success. The duo offers valuable insights on scaling a product-based business, navigating partnerships, and staying grounded in their mission: creating eco-friendly, high-performance solutions that empower everyday homeowners.CHAPTERS02:03 – Creating a Game-Changing DIY Product04:24 – From Best Friends to Business Partners06:11 – The Accidental Breakthrough That Changed Everything08:02 – Breaking Into Big Box Stores10:03 – Dealing with Doubt and Daily Challenges12:05 – Building an All-American, In-House Brand14:05 – Where to Find Their Life-Changing ProductsConnect with Keith & Mike:Website: www.vitalcoat.comFacebook: VitalcoatInstagram: VitalcoatConnect with Rudy Mawer:LinkedInInstagramFacebookTwitter
Chapter 1: How did Keith and Mike create a game-changing DIY product?
what's up guys welcome back to another episode of living the red life joining me today is mike and keith we're going to chat about how they've taken taken their product nationwide they're in big box stores home depot brands that you probably shop at and they're always innovating and and i love this story how they've constantly innovated they've got this new product that uh it's probably going to disrupt the industry so yeah and we're going to talk a lot about the entrepreneur journey too
Chapter 2: What led Keith and Mike from best friends to business partners?
my name is rudy moore host of living the red life podcast and i'm here to change the way you see your life in your earpiece every single week if you're ready to start living the red life ditch the blue pill take the red pill join me in wonderland and change your life guys welcome to the show all right thank you thank you so so let's talk about it uh you know you guys are uh obviously doing a lot of great things you're innovating you've got this new exciting product coming out do you want to just tell everyone a bit about how you got here and what you're up to
Chapter 3: What was the accidental breakthrough that changed everything?
Sure, so obviously we started, like we said, with a different technology and I wouldn't say that it failed. A ton of hurdles to jump and everything works out for a reason, right? So we stumbled across a different type of coating and we eventually started putting it on shingles.
Chapter 4: How did they break into big box stores like Home Depot?
Well, let's just go big picture if someone's listening because, you know, you're not the typical maybe supplement business that we might interview, right? So do you want to explain big picture what your company does and the products do?
Chapter 5: What challenges did they face as entrepreneurs?
Well, the big picture is that once we organized to do this, we started making coatings in general for concrete for most anything that you will have at your home for home maintenance products. Yeah. The idea was to produce a product that was environmentally friendly, easy to use, but performed at the highest level possible for the least amount of money without having to hire a professional.
Chapter 6: How are they building an all-American, in-house brand?
Yeah.
Chapter 7: Where can you find their life-changing products?
The typical DIY, which is what I've always been my entire life. So that falls right into our niche right there. Yeah. created a very unique product that we feel performs close to the solvent epoxies without going into the solvent issues that you bring along with that. And so the homeowner, especially people in areas that have to deal with air quality standards, this is a perfect, perfect solution.
And so you took that product, obviously, you know, the latest one is, you know, really something you're, you're kind of gung ho on and you think it's going to change the industry, you know, take off.
It actually, we actually started it on it in 2010. Yeah. It was, it was, uh, uh, a process to get to there. We noticed that we could use this to preserve shingles and started it and got it onto market in 2013.
And it's a massive industry, right? Six billion a year. New tech. Billion.
It's catching on. A lot of people are joining in on this and it's good for everybody actually. yeah so this this is going to extend roof life for how many how many years it depends on the shape of your route to begin with but you can you could count on a good five-year expansion for people that need it or just don't have the money to to replace the roof they can come in and
And extend it, do maintenance on it, helps protect it along the way so you can, it keeps your roof looking prettier.
And tell us a little about the entrepreneur journey to get there, right? Because I heard the, you know, start in 2010, right?
We're a bit further ahead than that now. Started a little long before that. As partners or best friends, we've been scrambling since 2010. he was 15 and I was 19. So the partnership has always run smooth as you could probably imagine. But that's when it started and we've worked in the construction industries. He worked in wood preservation. I worked in heavy civil and
and worked with coatings and concrete for a whole 30-year career, just about.
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