How Do You Start a Stone and Tile Restoration Company?

7 Important Steps to Starting Your Stone and Tile Restoration Business

The stone and tile restoration business is a great business for veterans, people who would rather get into a skilled trade than earn a four-year degree ( and take on student debt), others who want a career change, or entrepreneurs looking for a rewarding business opportunity. The services are in demand and pay well, competition is not daunting, and because it is such a specialized field, it is one that garners respect.

Following is a checklist of what costs and other considerations you will need to think about to get started. The good news is, that unlike many other businesses, you can be up and Hit the Ground Running toward a successful business within a few weeks and without a huge financial investment.

Here are the seven most important steps to starting your business:
  1. Proper Training
  2. Equipment Purchase
  3. Business Entity Set-up
  4. Insurance
  5. Business and Accounting Management
  6. Marketing
  7. Managing Jobs
Let’s have a closer look at each…
1. Proper Training

Stone and tile restoration goes way beyond just cleaning and sealing. It is an art and a science that requires training and hands-on practice with a qualified instructor who has specialized skills, knowledge, and experience.  Your start-up training should include how to grind, hone, polish, repair, restore, and seal marble and other natural stone, floors, walls, and countertops, as well as how to clean, seal and make repairs to tile and grout. SurpHaces Learning Institute training is intensive, and can be exhausting, but you’ll walk away prepared to take on real-world jobs.

The cost of training is less than half of what you might pay for just one year of tuition at a university. Later, when you’re ready to take it to the next level, you can add more highly specialized skills such as granite floor restoration, commercial maintenance, inspection and troubleshooting, historic property preservation, and more.

2. Equipment Purchase

Expect to spend a significant chunk of change in equipment and supplies to get started. However, the startup costs are minimal compared to equipment costs for other types of startups. You’ll need a floor machine, hand tools, diamond pads, impregnating sealers, and other supplies. Try to avoid buying individual equipment from several different suppliers. For example, a floor machine might be less expensive on one website than on another, but what they don’t tell you is that you can’t use the machine to polish the floor on your first job without first purchasing a water tank or that the water tank you purchased from another supplier won’t fit on their floor machine. To avoid being nickeled and dimed to death and ultimately paying more than necessary or going to your first job only to discover you are ill-equipped, it is best to get a recommended equipment and supplies starter list from your trainer.

3. Business Entity Set-up

There are many types of entities, such as sole proprietorship, limited liability company (LLC), corporation, and sub-chapter S corporation. Each entity has its own advantages and disadvantages. Evaluate each option from a tax standpoint and assess any legal liability considerations, then determine which one will best fit your business. We recommend consulting with a CPA. Alternatively, an affordable, reputable online legal service, such as Legal Zoom, can help you select and properly create your business entity, usually within just a few days. The costs will include the cost of a business attorney if you decided to go that route.

You will need to establish a business phone number and address. For small companies that want to have a professional image, consider using a phone service like Grasshopper. It’s very affordable and extremely versatile.

4. Insurance

A single catastrophic event or lawsuit can eradicate your business. Insurance requirements vary, depending on your location. Do some research on professional liability, property, home-based businesses, product liability, vehicle, business interruption, and other insurances, so that you can make an informed decision about what type of insurance you will need to protect your business and fulfill your local legal requirements.

5. Business Account Management

You’ll need to open a business bank account. If you plan to accept credit cards, you will need a merchant bank account. Once you have a business bank account, set up an accounting system, such as Quickbooks, Freshbooks, etc., so that you can keep your finances organized and easily collaborate with an accountant as your business grows.

6. Marketing

Be sure to entrust your marketing work to a company that knows what it is doing and has a proven track record of results. SurpHaces, the parent company of SurpHaces Learning Institute is a company that works almost exclusively with stone, tile and surface restoration and maintenance companies and can play a vital role in helping you look good, get you up and running quickly and affordably, provide valuable support, and help drive business to you.

First things first—build your brand. You will need to design a strong brand. Please don’t try to design your logo and handle your brand development yourself unless you are a trained designer. Your brand is essential and foundational to any kind of marketing you do.

You will then need to order business cards and brochures. Prices vary, depending on what bells and whistles you want.

A strong web presence is very important for a new business. People use the web to find service providers the way they used to use the yellow pages. You don’t just want to be on the web, you want to be all over the web and anywhere else your prospective customers are looking. A sleek, user-friendly, professionally designed website can cost several thousand dollars, but there’s really no way of getting around this expense. Cheap, drag and drop websites will only make you look like a cheap, drag and drop company. Residential and commercial customers in the stone and tile industry tend to be more high-end than other service industries, such as carpet cleaning, plumbing, and the like, and they want to entrust their investment to a high-end, reputable company. Spending the extra money to have a website that demonstrates your professionalism is worth it in the long run. Ask about financing options, if needed.

Start building a network referral base immediately, meeting tile shop owners, property managers, architects and designers, emergency restoration services that specialize in water removal, and stone fabricators. Don’t forget about realtors, who need to make properties look good before selling them, which may entail honing and polishing the scratches and etch marks off of countertops or floors. How much does building a referral network cost? It’s sweat equity, plain and simple, but it offers a big payoff.

Internet marketing is crucial. In addition to a professionally designed marketing collateral, you’ll need a marketing company that can help your website show up on the first page in search results. Organic placement takes time, but it is important. Expect to make a monthly payment for a company that knows what they are doing. Google Adwords is a very reliable solution that will not only get you to top of search engines immediately, but offers a solid return on investment. With Google Adwords, expect to spend several hundred to several thousand, increasing your budget as you are able afford it.

What impression does your work vehicle make? Consider the appearance of your work vehicle. A newer or more professional-looking vehicle will represent your company well, whereas a beat-up, unsightly vehicle can leave people with a negative impression of your company. Getting a vehicle wrap is a great way to instantly improve the appearance of your work truck or van. You should consider a vehicle wrap or partial wrap as a marketing expense, because it literally transforms your vehicle into a rolling advertisement. Getting artwork on your work vehicle is well worth the investment!

Reviews and Case Studies. Getting customer reviews and adding case studies of your most impressive jobs to your website are great ways to convert site visitors to customers and convey the quality of your work. It’s also very effective for improving your organic search results.

7. Managing Jobs and Customers

You’ll need a solution for managing prospects, customers, and jobs. Investing in a field service management program will help you stay organized so that you can maximize your efficiency. A good program is both intuitive and flexible and will help you to effectively manage your schedules, work crews, jobs, and calendar, as well as create estimates, run reports, and much more. Expect to pay a monthly subscription. Here are a couple of options: Jobber ( and Housecall Pro (

Other Considerations

When you hire employees, you will need to get workers’ comp insurance, a written health and safety program with clear procedures for reporting injuries, illnesses, incidents, and other safety and health concerns, and a written HAZCOM program.

Stone and tile restoration and maintenance services are in demand, because everywhere you go, there are floors, walls, countertops, and other surfaces that need professional attention. If you’re ready to move forward, our Sales and Marketing course can provide more intensive instruction on how to help your business succeed in the stone and tile industry, covering all the basics, from how to price and bid on residential or commercial jobs to understanding the sales cycle and more.

RESOURCES If you would like to consult with a CPA / business expert with specialized expertise in this industry, we highly recommend Dean McArthur, CPA, SHRM-SCP ( You can call him at (716) 650-4666. Dean uniquely understands your needs because he owns a stone restoration company, too.

If you are in the business and want to benefit from a host of services, from website and marketing to technical support and so much more, tailored just for this industry, consider being a SurpHaces PRO Partner. Learn more here.