Living The Red Life Podcast: "They Accidentally Created a Million-Dollar Product!"
Host: Rudy Mawer
Guests: Mike and Keith
Release Date: April 18, 2025
Introduction
In the episode titled "They Accidentally Created a Million-Dollar Product!", Rudy Mawer, known as “The King Of Ads” and the host of Living The Red Life, welcomes entrepreneurs Mike and Keith to discuss their remarkable journey in the home maintenance industry. The conversation delves into their accidental invention, the challenges they faced, and the strategies that propelled their product into big-box stores nationwide.
Product Innovation: From Accident to Industry Disruption
Mike and Keith's venture began in 2010 with a focus on developing environmentally friendly coatings for various applications, including concrete and home maintenance products.
Rudy Mawer [00:55]:
"You guys are obviously doing a lot of great things. You're innovating, you've got this new, exciting product coming out."
Keith recounts the serendipitous discovery that led to their breakthrough:
Keith [05:14]:
"The oil did not even penetrate. So we were like, oh well, we have a concrete sealer now." [05:14]
This accidental success involved applying a new type of coating to a 40-year-old shingle, which demonstrated unprecedented durability by preventing granule loss even after two months of exposure.
Mike [03:00]:
"It's catching on...we started making coatings in general for concrete, for most anything that you will have at your home for home maintenance products." [01:45]
The product, a concrete and roof sealer, offers an environmentally friendly alternative to solvent epoxies, providing high performance without the associated environmental issues.
Entrepreneurial Journey: From Humble Beginnings to Big-Box Success
Mike and Keith's partnership dates back to their teenage years, with a shared passion for construction and coatings.
Keith [04:24]:
"We just, we kind of bonded our experience...not only being best friends, but then business partners." [04:24]
Their entrepreneurial journey wasn't without hurdles. Initially, their innovative idea was met with skepticism, but persistence and demonstrable results led to gradual acceptance in the market.
Mike [06:37]:
"It was tough to begin with. When we started doing it, no one really heard of that idea and thought it was kind of crazy." [06:37]
Their participation in the International Builder's Show in Las Vegas in 2019 marked a significant turning point, generating substantial buzz and facilitating their entry into major retail chains.
Mike [07:18]:
"We showcased it in Vegas in 2019...introduced that into the big box stores and, and it's just kind of exploded since then." [07:18]
Overcoming Challenges: Persistence and Innovation
The path to success was fraught with daily struggles and the need for relentless effort. Mike and Keith emphasize the importance of balancing highs and lows, maintaining belief in their vision, and learning from mistakes.
Keith [09:54]:
"It happens every day. You know, you have to...work harder." [09:54]
They highlight the significance of setting daily, attainable goals to build momentum and achieve long-term success.
Mike [12:25]:
"You just have to believe in what you're doing. Believe in yourself and believe in what you're doing. And you're going to make mistakes along the way. Just learn from that mistake. Keep going." [12:25]
Leadership and Partnership: Division of Roles
The synergy between Mike and Keith is pivotal to their success. They have effectively divided responsibilities to capitalize on their strengths without overlapping.
Keith [11:16]:
"He handles the inside stuff and I handle the operation." [11:16]
Both prioritize maintaining control over their production processes, ensuring that everything remains "completely made in the USA in-house."
Keith [11:53]:
"We don't outsource a lot of stuff. Like we still put the stickers on all the bottles, package everything. We do everything ourselves." [11:53]
Advice for Entrepreneurs: Focus on Small Wins and Realistic Goals
Mike and Keith offer valuable insights for budding entrepreneurs, stressing the importance of belief in oneself, setting realistic daily goals, and maintaining simplicity in business strategies.
Mike [12:40]:
"Keep it simple and keep always, always have a goal to reach at the end of the day." [12:40]
Keith [13:02]:
"So just a realistic goals...daily realistic. Achievable." [13:02]
They advocate for building momentum through small, achievable tasks that collectively lead to significant achievements.
Rudy Mawer [13:15]:
"I think with goals, people get so focused on the big ones and they don't do the small ones. And I'm always teaching, it's the small, everyday things that add up." [13:15]
Future Vision: Expanding and Empowering Contractors
Looking ahead, Mike and Keith aim to diversify their product line and collaborate with individual contractors to provide more opportunities within the roofing and construction sectors. Their vision includes enabling contractors to offer additional services and generate more revenue streams.
Mike [08:40]:
"Instead of being a provider for home, for the big box suppliers, we expanded the product line trying to work with individual contractors." [08:40]
Keith emphasizes the dual benefit of their product—cost savings for homeowners and increased income opportunities for contractors.
Keith [09:00]:
"They can make money...You can actually help people with this product. It saves people a lot of money." [09:00]
Connecting with VitalCoat
For homeowners interested in extending the life of their roofs without the immediate need for replacement, VitalCoat offers an accessible solution.
Mike [13:30]:
"It's absolutely time to replace it." [13:30]
Keith [13:57]:
"Look us up on our website or our Facebook or Instagram account. You can see the different product lines, you can find the product that fits what you need." [13:57]
Their products are available through various online platforms, ensuring easy access for consumers seeking durable and cost-effective home maintenance solutions.
Conclusion
Rudy Mawer wraps up the episode by praising Mike and Keith's entrepreneurial spirit and their successful partnership. He highlights the key takeaways on business growth and the importance of perseverance in the entrepreneurial journey.
Rudy Mawer [14:26]:
"Awesome duo story here. Great partnership. Obviously getting amazing products going in big box retail. Hopefully took a few lessons not only on the business side, but also the entrepreneurial journey side." [14:26]
Rudy encourages listeners to continue striving for success and to adopt the lessons shared by Mike and Keith in their own ventures.
Discover more about VitalCoat:
Visit vitalcoat.com for detailed information on their innovative products and to explore how they can help protect and beautify your home.
Living The Red Life continues to inspire entrepreneurs to build unshakable business foundations and scale their brands to new heights. Stay tuned for more insightful episodes with Rudy Mawer, your guide to living the red life.