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We created our concrete stains, our process, online educational material and videos, so individuals would have a do-it-yourself option that is both cheaper and easier than traditional flooring.

Concrete Camouflage is a manufacturer of artist grade concrete stains and supplies for DIY home and floor renovations.

BusinessInterviews.com: What issue does your core product help solve and how so?

Earl Choate: Our primary product is concrete acid stains, which we offer in a wide variety of different colors and styles. Traditionally concrete staining was something done by contracting companies. It was out of reach for individuals and those that did manage it typically obtained less than desirable results. We created our concrete stains, our process, online educational material and videos, so individuals would have a do-it-yourself option that is both cheaper and easier than traditional flooring. The goal was to empower people with high quality and user friendly products that allows them to design their concrete floors, and easily and confidently create unique and beautiful concrete surfaces at a reasonable price. Thereby offering real value and simple yet real potential, for freedom of creativity by the customer.

BusinessInterviews.com: What’s the most exciting thing on the horizon for you/your Company?

Earl Choate: We are adding new products and category lines to our concrete stains, sealers, and floor waxes. We are excited to offer our customers more style options so we are constantly investing in R&D to expand and make all our products even better.

BusinessInterviews.com: Have you had any mentors or role models that have influenced you? Describe the impact.

Earl Choate: I’ve never been one to idolize or be star struck. I have however, always been keen to lending an ear to those that are older, wiser and more experienced than me. I’ve made plenty of mistakes, but I’ve also avoided plenty, by heeding the lessons learned by others. As a people, it can sometimes be easy for us to dismiss, ignore and forget our elderly. Their stories, memories and lessons learned through their mistakes can help us to avoid being doomed to repeat the same. The next time you hear elders speak of reminiscent times, be respectful and give a listen. You just might learn something and find yourself realizing these are the people that should be our role models.

BusinessInterviews.com: What’s the biggest risk that you’ve ever taken and how did it turn out?

Earl Choate: Any time you get into entrepreneurship there are a lot of risks you take on. Probably the biggest chance I’ve taken was starting Concrete Camouflage. Before launching the business I ran a successful decorative concrete contracting company for many years. It was a profitable business, and I sold it because I wanted a new challenge and saw an opportunity to build a product that solved a problem I was facing and I knew other people were likely facing as well. However, in doing so I had to give up the security and stability of running my contracting company.

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