Skip to content
Subscriber Only

Ready to Erase Whiteboards, IdeaPaint Lands 1,700 Lowe’s Stores

In 2008, John Goscha was finally ready to find distributors for IdeaPaint, a new paint he had invented to turn any wall into a dry-erase surface for writing and doodling that can easily be wiped clean.

Having spent about $500,000 during the formula’s five-year development, he and Jeff Avallon, his vice-president of business development, were fretting about how to win enough orders to keep the Ashland, Mass., upstart chugging along. The natural venue -- NeoCon, the mammoth annual commercial interiors conference for architects and designers -- was just weeks away in Chicago, but there was a basic conceptual hitch: Exhibitors were limited to renting small booths. “There was no way we were going to be stuck in a 4x4 booth ... but I said, ‘I’ll buy as much wall space as you will sell me,” Avallon recalls.