Groundwork in Place for Growing Business

By Christina K. Cosdon - St. Petersburg Times

Wednesday, February 09, 2000

Bay Area CTI, established less than a year ago as a home-based business in St. Petersburg, has moved to Seminole and opened its first showroom and office.

The business, which installs an acrylic product that strengthens concrete used for driveways, walkways, pool patios and flooring, has more than doubled in size in recent months. The product is made by a Largo company, Concrete Technology Inc. and Bay Area CTI uses the product exclusively.

The company, started in May by Tony Herrell and John Kosolcharoen, now has 15 employees and is advertising for two more. Tina Herrell said she is sure her neighbors in St. Petersburg were relieved to see the business move from the house. "With trucks and equipment and sales reps coming and going at all hours, our neighbors really put up with a lot." She said

In the early months, the business grossed from $4,000 to $10,000 per month, Mrs. Herrell said. In July, Jack and Marilyn Frieman of St. Petersburg called on the company to put a new deck around the pool of their 24 year old house. "They made the deck look like tile in three different colors," said Mrs. Frieman. "They finished the job when they said they would and did a beautiful job. We would recommend them to anyone."

By December, it became apparent that the business needed to move to a regular business setting and that Mrs. Herrell and Kosolcharoen’s financee, Roya Panah, needed to take on the administrative work. "They needed our help, so Roya and I quit our jobs and took over managing the business, handling the marketing, accounting and insurance," Mrs. Herrell said.

It took an investment of more than $100,000 to move and get the business going at its new 1,000 square foot office at 12508 Starkey Rd. "We gutted the place," Mrs. Herrell said. "It took us about a month and a half to finish it because we were working full time." The showroom has track lighting and displays the various styles of the product. "It has the ability to take the look of anything on the market- marble, tile, flagstone, brick or terrazzo," she said. "With 7600 psi (pounds per square inch), it’s twice as strong as existing concrete. Regular concrete has 3000 psi.

Both Herrells had previously been associated with CTI. Tony Herrell was living and working in Wisconsin as a Dealer for CTI when he fell in love with Tina Beatty, an Eastern Regional Manager for CTI in Largo. In December 1998, he packed up and moved to Pinellas County and the two became engaged. They were married in September.

Kosolcharoen, Tony Herrell’s nephew, was working as a contractor in Los Angeles when he decided to join the new business. He and Ms. Panah moved here last year in late May. Last month, "we brought in just under $9,000," Mrs. Herrell said. "Our goal for the year is $1-million. We think we can make it. We all meditate and have faith."

Bay Area CTI is open from 9am to 5pm, Monday through Friday, closed Saturday and Sunday.

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