Multi-Unit Franchise Experts

Franchise Evaluator™: Lifetime Green Coatings

In pursuit of promoting and implementing green coating applications with high profit margins, Lifetime Green Coatings embodies a commitment to enhancing the quality of life for its stakeholders. The core values of the organization are encapsulated in the acronym “G.R.E.E.N.”:

Goals: The company sets and surpasses targets consistently, continuously aspiring for new achievements.

Reasonable Profit: Executing a sustainable business plan ensures lasting success and prosperity for the business.

Environmental: The company actively protects the planet, striving to contribute to a better world.

Extraordinary: Challenging itself to go above and beyond, the company adopts an extraordinary approach in every endeavor.

Nurturing: Demonstrating care for its team and customers alike, the company fosters a familial environment, prioritizing relationships.

Lifetime Green Coatings
Franchise at a Glance

Corporate Address

Lifetime Green Coatings
12415 Old Meridian St.
Carmel, IN 46032

Year Founded: 2017
Year Started Franchising: 2022
Business Description:
Lifetime Green Coatings, an eco-friendly epoxy alternative floor coating provider, operates with a blue-collar ethos and a white-collar business strategy. Their crews efficiently complete five to six garages in a day, outpacing competitors. Having served over 1,000 homes and businesses, they continue to expand living spaces by transforming basements, crawl spaces, sidewalks, and patios.

MARKET Factors

1

What population does the brand serve? Is the market broad, niche, or somewhere in-between?

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Market Size

The global concrete floor coatings market size is expected to expand at approximately 12% compounded annual growth rate (CAGR) from 2023 to 2035, according to Research Nester. The market is anticipated to garner a revenue of $45 billion by the end of 2035, up from a combined revenue of $15 billion in the year 2022.

8

We categorize the market size as a large market.

Scale

Small to Large Market Size
2

Is the overall industry growing, that is creating new customers who have never used these services before, or mature where most population segments are already using these types of products and services?

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Industry Trend

Trends in the home improvement industry continue to evolve, combining innovative green products and solutions with technological advantages, all focused on keeping customers’ and environmental health in mind. Customers care about businesses that adopt true green initiatives, a trend Lifetime Green Coatings proudly follows. Lifetime Green Coatings actively seeks out prospective franchise owners who also share in this deeply held belief.

10

We categorize the Industry Trend as high growth trend.

Scale

Low to High Growth Trend
3

What drives the purchase of the product or service? Is it a “need-to-buy” or a “want-to-buy”? How are customers drawn to your business?

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Product and Service Drivers

The company’s proprietary, natural, plant-based, environmentally friendly coating systems protect homes and businesses from water intrusion, which can lead to future problems with humidity, mold, and premature deterioration. 100% made in the USA, Lifetime Green Coatings’ products effectively waterproof basements, crawl spaces, garage spaces, and shower enclosures. Its coating also adheres to concrete and asphalt to conceal imperfections and fill in cracks. Lifetime’s coating creates a smooth and level surface by concealing cracks and minimizing sunken surfaces on patios.

With no temperature restrictions, any Lifetime Green Coatings installation can be applied year-round, meaning more revenue opportunities all year long.

9

We categorize the product and service drivers as mid to high drivers.

Scale

Low to High Drivers
4

Are competitors a major factor in operating your business? If so, is competition sparse or saturated? Will it matter to your business?

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Competitive Climate

As a category disrupter with innovative and proprietary environmentally friendly coating systems, there doesn’t seem to be any direct competition for Lifetime Green Coatings. Its naturally-based, patent-protected formula is made in the U.S. and has no VOCs, BPA, or harsh chemicals. This allows franchisees to complete five garages in the time it takes competitors to finish one. Competition may come from independent general contractors and painters who also promote a similar product or service but may not provide the totally environmentally friendly, green solutions the Lifetime Green Coatings offers.

10

We categorize the competitive climate as low-mid competitive pressure.

Scale

Low to High Competition
5

Are the business’s products or services regulated, or do they require licensing? Will you or your employees require special licensing? If so, is the regulatory climate strict or lax? Will this affect recruiting employees?

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Regulatory Climate

Lifetime Green Coatings acknowledges and navigates the regulatory landscape with a supportive executive team. Other than regulations required to run a business, in order to understand the regulatory climate fully, please check with your state or local municipalities for any specialized regulations with regard to the licensing or registration of any product ingredients.

9

We categorize the regulatory climate as low regulation.

Scale

Low to High Regulation

MODEL Factors

1

This is one of the most important factors of all. To understand it you have to look beyond what the business physically does, the services performed or products sold and ask how does the franchise make money? Where does the revenue come from? How is it generated? Are financial performance representations made? Coupled with External Factors 1, 2 and 5 – Market Size, Industry Trend and Competitive Climate and the next Internal Factor 2, Franchisee Role – the true nature of the franchise starts to take shape.

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Revenue Model

This low-cost, high-return business model allows entrepreneurs to run the business using a mobile unit, and all businesses and homeowners can be customers. Since most products used in the preparation and installation of the environmentally friendly flooring system are developed by Lifetime Green Coatings, margins on the sale of flooring services may be controlled. Fast drying times mean fast installation and the ability to complete multiple projects per day.

8

We categorize the Operational Model as Simple.

Scale

Simple to Complex Model
2

How developed are the systems on which you will rely to operate your business?

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Operational Systems

Lifetime Green Coatings thrives with B2B & B2C opportunities and offers franchise owners multiple revenue streams with every customer. These include commercial, residential, and agricultural services. Full training on their proprietary, environmentally friendly, plant-based superior coating from sales to installation sets Lifetime Green Coatings apart.

8

We categorize the Operational Systems as Comprehensive.

Scale

Basic to Comprehensive
3

In this highly diffuse world, creating, managing and projecting a Brand is essential for the health and vitality of a franchise system. How well does the Franchisor manage this? How well positioned is the brand among competitors? Is it differentiated enough? How well would potential customers recognize the brand? How is it projected into new markets? What is your role and obligations in this process? How is the Brand’s digital footprint managed?

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Brand Management

Lifetime Green Coatings manages its brand with quality service and a simple, proven business model. In addition to quality service, Lifetime is the nation’s only eco-friendly, high-performing epoxy alternative floor coating for homes and businesses. Prospective franchisees can take full advantage of the brand developed, marketing materials, and marketing support to build awareness in any market.

9

We categorize the Brand Management as High Engagement.

Scale

Low to High Engagement
4

What role is the franchisee expected to play in starting, ramping and the ongoing operation of the business?

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Lifetime Green Coatings Franchisee Role

Franchisees manage lead flow, schedule appointments, check crew supplies and stock trucks, review upcoming jobs, order materials, visit on-site projects, and manage customer service requests. The ideal candidate has great communication, networking, and sales skills; the ability to scale the business as an owner-operator or semi-absentee; and is customer service focused.

Franchisees play a crucial role in the management and oversight of the business and oftentimes hire a General Manager or Business Development Manager, who can expect to spend their time on a variety of tasks, business development, networking, local marketing, and team management.

9

We categorize the Franchisee Role as Business Manager.

Scale

Service Executor to Business Manager Role
5

What type of location, if any, is needed to deliver the product or service? If real estate is needed, are the requirements flexible or stringent? Is real estate essential to the product or brand experience or required for services to be performed onsite?

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Real Estate Needs

The real estate requirements to run a Lifetime Green Coatings business are relatively low compared to the build-out of retail or food establishments. Mostly storage is needed, and many franchisees may be able to operate from a home office – as most appointments are completed onsite. Service vehicles used in the performance of a Lifetime Green Coatings sales or installation appointment must meet Lifetime Green Coatings standards and specifications, be designated and insured for commercial purposes, and be wrapped with approved branding and vehicle wrap.

8

We categorize the regulatory climate as basic need.

Scale

Basic to Essential Needs

ORGANIZATION Factors

1

How experienced is the franchisor at being a franchisor?

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Franchising Experience

With about 40+ franchisees covering 125+ franchised locations, Lifetime Green Coatings has quickly figured out the franchising model. Franchise expansion efforts are handled by BrandOne, a leader in franchise growth expansion. Along with the Lifetime Green Coatings leadership team’s industry experience combined with their franchise experience, their commitment to successful franchise and customer engagements is paramount for growth.

9

We categorize the Franchising Experience as Extensive.

Scale

Limited to Extensive
2

What is the tenure, background, and commitment of the franchise’s leadership?

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Franchise Leadership

Michael Dzama, CEO, has always had a passion for performance-driven green technology and strives to dispel myths associated with it. With over 25 years of industry experience, Dzama is leading the brand into franchising with the same passion and attention to its core values.
Lifetime Green Coatings’ leadership team includes President and COO Bill Isenhart, who has experience as COO for Smash My Trash and VP of Franchise Sales & Operations for American Tire Distributors.

9

We categorize the Franchising Leaders as Highly Experienced.

Scale

Limited to Highly Experienced
3

How often and how well does the franchisor engage franchisees? What assistance is provided in starting and operating your business.

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Franchisee Engagement

Lifetime Green Coatings provides comprehensive onboarding and ongoing training for franchise owners, covering all essential business functions, including effective sales strategies. Lifetime emphasizes the importance of proactive, “boots on the ground” efforts by franchise owners and their teams. The support extends to providing sales brochures, collateral, and materials, along with top-tier training for approaching various sales channels, ranging from direct consumers to home builders and potential commercial accounts.

Additionally, corporate training programs equip franchisees with the skills to hire and manage their crews efficiently and effectively utilize our technology systems in daily operations. A key part of the initial franchise training is mastering the application of the product, which is conducted with the franchisee and a crew lead. Franchise owners have the ongoing benefit of sending their teams for training whenever needed.

9

We categorize the Franchisee Engagement as Highly Engaged.

Scale

Low to Highly Engaged
4

In what kind of financial shape is the franchisor?

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Financial Health*

As with any investment opportunity, you should always consult with your financial and legal representative before making any decisions. Lifetime Green Coatings does make an earnings claim (Item 19) as outlined in their current Franchise Disclosure Document. You should review this carefully.

With high-margin, proprietary products that are in demand from a performance perspective and good for the planet, Lifetime Green Coatings seems to have a competitive advantage that sets it apart from other competitors in the coating space.

*Always consult your financial and legal counsel before making any investment decisions. The information presented here does not constitute endorsement or validation for information purposes only.

9

We categorize the Financial Health as Sound.

Scale

Weak to Sound Financial Health

Key Points

Investment Range
$117,000 – $227,750
Initial Franchise Fee
Single: $49,500
Financial Performance Representation

Yes

(Item 19)

Average Number of Employees

3

Territories
125+
Locations
40+
Veteran Discount
Yes
10% off initial franchise fee
Home Based
Yes
Visa Candidates
No
B2B
Yes
Royalty Fee

7%

Total Franchise Evaluator Score

124
0 – 24

Missing fundamental, internal or external factors

25 – 49

More investigation is needed

50 – 74

Worth exploring further with caution

75 – 99

Add to consideration set

100 – 140

Sound opportunity and likely a great fit

Learn more about Lifetime Green Coatings

Meet with one of our experts for guidance and to answer any questions you have regarding Lifetime Green Coatings.