Episode 16: Before You Build: How Walking Your Plans Changes Design Decisions

Episode 16: Before You Build: How Walking Your Plans Changes Design Decisions

SUMMARY Joe Matejka, founder of Walk Your Plans, joins hosts Megan Kacvinsky and Vardhan Mehta to share the origin story behind the first life-size blueprint projection facility in the United States — and how a miscalculated great room at a Yellowstone lodge sparked a business that now has 55 signed locations nationwide, with international expansion on the horizon. KEY INSIGHTS * Walk Your Plans projects blueprints to exact scale so clients and project teams can physically stand inside a space before it is built, catching design errors that 3D renderings and 2D plans simply cannot surface. * Unlike AR/VR technology, which builds visual excitement but fails to convey a true sense of space, the life-size 2D projection creates an immersive experience where people genuinely feel as if they are standing in the finished space. * Professionals who walk their own plans universally find their own mistakes — even seasoned architects and developers. Over 90% of pre-construction errors are caught on the Walk Your Plans floor. * Clients shift from passive observers to active decision-makers once inside the space. The environment accelerates consensus: “Conflicted people don’t buy — we get to yes quicker.” * Residential clients consistently spend the most time in bathrooms, closets, and laundry rooms — the tighter spaces where an extra six inches to a foot makes the biggest real-world difference. * Commercial applications are growing rapidly, spanning dental offices, hospitals, restaurants, and multi-unit residential developments. A Columbus developer saved $480,000 on a 150-unit project in a single two-hour session. * Walk Your Plans went viral twice — 4 million views, then 37 million views — generating global interest and more than 200 million worldwide views in 2024. The company has goals to open 120 locations in the U.S., with signed licensees in 55 locations and 31 already open. * Panasonic has designated Walk Your Plans as a key global account and is facilitating expansion across five continents. A Canadian licensee signing is imminent. PRACTICAL TAKEAWAYS FOR MANUFACTURERS * Walk Your Plans locations are active decision-making environments. Manufacturers who partner with licensees or sponsor sessions can put their products in front of clients at the exact moment specifications are being debated and finalized. * The elevation wall — 16 feet tall by 35 feet wide — allows 5–10 design iterations in under 10 minutes. Product configurations, cabinet layouts, and material selections can be visualized and compared at full scale in real time. * Change orders average $2,000 each, and clients make 10–20 changes per session. Getting products specified correctly at the Walk Your Plans stage eliminates costly mid-construction substitutions. * Commercial growth is the trajectory. Dental, medical, hospitality, and multi-unit residential are all high-priority verticals where specification decisions carry significant dollar value per project. * The licensee network — including architects, builders, interior designers, and tech professionals — is a concentrated, qualified audience. Building relationships at the licensee level creates a scalable channel into multiple project pipelines simultaneously. * As Walk Your Plans expands to 120 U.S. locations and internationally, manufacturers who establish a presence early will benefit from the network effect as the platform becomes a standard step in the pre-construction process. ABOUT THE GUEST Joe Matejka is the founder of Walk Your Plans, the first life-size blueprint projection facility in the United States. A serial entrepreneur who has built and sold multiple national businesses, Joe launched Walk Your Plans in Cleveland in late 2022 after a costly spatial miscalculation on a personal investment property made the need for the concept painfully clear. What began as a local service quickly went viral, accumulating over 200 million views in 2024 and catalyzing a national franchise rollout. Today, Walk Your Plans operates in 31 open U.S. locations with 55 signed, a pipeline targeting 120 domestic locations, and an international expansion underway through a partnership with Panasonic. Joe was also invited to appear on Shark Tank and is in active discussions for Season 18. QUOTABLE MOMENTS “We get to yes quicker. We get more yeses on our floor. Conflicted people don’t buy — everybody just wants to get to, ‘just tell me what to do.’” — Joe Matejka “The professionals who are our partners say they catch over 90% of their pre-construction screw-ups at Walk Your Plans.” — Joe Matejka “You either evolve or you become extinct. We’re constantly pushing to make it better.” — Joe Matejka NEXT STEPS FOR MANUFACTURERS Walk Your Plans represents a rare convergence of timing, reach, and relevance for building products manufacturers. With 31 locations open and rapid expansion underway, the network is approaching the scale where intentional manufacturer partnerships become commercially meaningful. The pre-construction session is where specifications are won or lost — and Walk Your Plans puts manufacturers directly in that room. Whether through co-marketing with local licensees, product library integration for drag-and-drop visualization, or sponsoring sessions with targeted commercial accounts, the opportunity is to show up where the decision is actually being made. Manufacturers who move early will help shape how Walk Your Plans incorporates product data into its platform as it evolves toward holographic and hybrid technology — building category presence that compounds as the network scales.

Inside the Spec - Episode 15: Beyond the Bank: Alternative Capital for Building Product Innovation

Summary In this episode, co-hosts Megan Kacvinsky (CEO, Point To Point) and Dave Lamont (Executive Chairman, Acelab) sit down with David Bernardino of Bernardino Enterprises to explore the full landscape of alternative capital sources available to building products manufacturers — from family offices to foreign sovereign wealth funds — and how to craft the right pitch story to attract the right investors. Key Insights * Not all capital is created equal. Banks, private equity, family offices, and strategics each have different theses, risk appetites, and check sizes — matching to the right type is as important as the pitch itself. * Family offices are a growing and often overlooked source. They deploy their own capital with more flexibility and longer horizons than institutional investors, making them well-suited for mid-market building products companies. * Corporate strategics are an emerging option in building materials. Large manufacturers are building investment arms to partner with or acquire innovative startups — a model well-established in CPG and pharma that is now reaching our industry. * Investors want to see "where to play, how to win, right to win." A clear strategy, proof of concept, and a defensible moat reduce perceived risk — and directly improve the terms you can negotiate. * Your pitch story is the foundation — the audience shapes the emphasis. The core narrative stays consistent, but the framing shifts by investor type based on what they prioritize. * AI should be a tool, not a headline. Investors are skeptical of AI-for-AI's-sake pitches — what resonates is showing how AI helps end users earn or save money. * Sustainability investment is still alive — driven by local codes and insurance. State building codes and insurance requirements continue to demand resilient, sustainable products regardless of the federal political climate. Practical Takeaways for Manufacturers * Start with your strategic plan, not your pitch deck. Before approaching any investor, define your 3–5 year business objectives. Your capital strategy must align with where you want to take the business — whether that's market leadership, a licensing model, or an acquisition exit. * Build your data room early. Investors will want to see performance data, financials, proof of concept installs, and market analysis. Having this organized before outreach signals professionalism and reduces friction in the due diligence process. * Identify your "moat" and make it central to your pitch. What makes your product genuinely defensible? Proprietary technology, unique performance specs, or deep specifier relationships all reduce investor risk — and should be front and center in your story. * Don't limit yourself to domestic capital sources. If your product originated overseas or addresses a global market need, foreign investors and sovereign wealth funds may be more willing to take a risk-forward position on US market entry than domestic investors who want a proven US track record. * Partner with someone who has the relationships, not just the knowledge. Capital raising is a relationship business. Working with an advisor who personally knows the check writers — and understands what each investor type wants to hear — can mean the difference between an introduction and a term sheet. About the Guest David Bernardino is the founder of Bernardino Enterprises, a fractional executive practice serving companies across building materials, real estate development, and technology. With a background rooted in brand marketing — including time at Procter & Gamble, where he worked on the pioneering "Connect and Develop" innovation program — David brings a cross-industry lens to the challenges founders face in scaling their businesses and raising capital. His work spans helping early-stage startups sharpen their pitch narratives, identifying the right investor profiles for their goals, and connecting founders with the ecosystems of family offices, private equity, corporate strategics, and alternative capital sources that can fuel growth. David is based in New Jersey and works with clients across the US and internationally. Quotable Moments “Not every check is created equal. You approach a check writer and realize you’re not aligned — you get that weird feeling. Their thesis doesn’t match what you’re trying to achieve. That’s the rub.” — David Bernardino “Capital is the fuel to enabling you to deliver your vision. It doesn’t matter if you’re working out of your garage or you’re a Fortune 50 organization — you’re still trying to put together a thesis for where you want to take the business.” — David Bernardino “AI for AI’s sake is noise. If you can show how AI helps the end user earn more money or save more money, then you’ve got a compelling story to tell.” — David Bernardino Next Steps for Manufacturers This episode is a practical primer for any building products manufacturer that has hit the ceiling of what traditional bank financing can provide. David Bernardino’s framework — clarify your goals, build your story, match the money — gives manufacturers a clear starting point for exploring capital options beyond the SBA loan or commercial line of credit. Whether you’re scaling a proven product into new markets, entering the US with an internationally validated technology, or looking to acquire or be acquired, the right capital partner can accelerate that path significantly. The first step is the hardest: getting honest about where you want the business to go in three to five years. Once that’s defined, the story — and the right investors — start to come into focus.

Inside the Spec - Episode 14: Getting Built: The Owner’s Perspective on Design, Construction, and Product Selection

Summary Co-hosts Megan Kacvinsky and Vardhan Mehta welcome Frank Coppola III of Coppola Brothers to pull back the curtain on what happens in the closed-door meetings between owners, architects, and GCs — and what building products manufacturers must understand to win specification and keep it through installation. Key Insights * Construction projects fail when they run linearly. When budget conversations happen after design, misalignment is almost guaranteed — scope, cost, and vision need to be aligned before work begins. * The owner’s rep advocates for the project, not any one party. Sitting at the same level as the architect, they speak both “blue collar” and “white collar” — uniquely positioned to mediate when vision and practicality diverge. * Manufacturers have multiple audiences, and most only serve one. The same product needs an ad slick for the showroom, a spec sheet for the architect, and clear installation guidance for the contractor. * Poor installation instructions are a brand-killer. High-end German hinges with no instructions turned a two-day install into a week — that kind of story travels fast through the specification chain. * New-to-US products face a chicken-and-egg challenge. International track record helps, but doesn’t replace domestic proof of concept — a deliberate beta test strategy is the only way through. * The skilled trades gap is a product performance risk. Job sites increasingly rely on less-trained installers — manufacturers that design for easy, mistake-proof installation have a real competitive edge. * The industry is polarizing — the middle is disappearing. Top-tier firms with visualization technology are thriving; small nimble operators are finding niches. Mid-market firms without differentiation are the most vulnerable. Practical Takeaways for Manufacturers * Go to the job site after the sale. See how your product actually gets installed. Most manufacturers don’t — and the feedback that would improve your product, your instructions, and your rep never makes it back to the team that can act on it. * Write installation instructions for the least experienced person on the crew. Assume the installer is an apprentice, not a master craftsman. Clarity at the job site protects your brand at every level of the specification chain. * Build a beta test program before you scale. If you’re entering the US market, find a mid-sized contractor willing to pilot your product on one or two projects with the right incentives. Real-world US installs are the only credential that moves the needle with owners’ reps and risk-averse owners. * Proactively communicate application limits and compatibility requirements. Don’t bury critical spec requirements in fine print. If your tile requires a specific mastic, make that mandatory and visible — a bad install reflects on the product, not the installer. * Think about how your product gets specified at every stage, not just at the architect. Winning the architect doesn’t guarantee winning the project. The owner’s rep, GC, and installer all have the power to substitute or reject a product — your materials need to speak to each of them. About the Guest Frank R. Coppola III is the founder of Coppola Brothers, a construction management firm built on high-end owner-occupied residential remodeling and owner’s representation. After a decade trading commodities and international equities on Wall Street, Frank pivoted to construction — bringing financial rigor and business acumen to an industry that traditionally runs on craft experience. His firm serves homeowners and condo boards navigating complex renovation projects, and Frank also serves as Secretary of the Florida Home Builders Association. Frank’s approach is rooted in trust, transparency, and a willingness to have the hard conversations that most people in construction avoid. Quotable Moments “It’s amazing that construction projects happen at all — because there’s such misalignment in budget, scope, product, and actual effectiveness. Rarely is it what anybody thought it was going to be in the beginning.” — Frank Coppola “You’re not just designing a blister pack to sit on a shelf anymore. You have multiple audiences — the ad slick, the spec sheet, the install instructions — and each one of them can make or break your product in the field.” — Frank Coppola “Race towards the problem. Get your product into the real world somehow — not just at the International Builder Show in a booth with the ShamWow guy demonstrating it.” — Frank Coppola Next Steps for Manufacturers This episode is a rare window into the conversations that happen between owners, architects, and GCs — the room manufacturers rarely get to enter. Frank’s perspective makes clear that winning specification is only the beginning. How a product installs, how well it’s documented, and whether it performs as promised in the real world determines whether it stays on the next project. For manufacturers entering the US market or launching new products, the most actionable takeaway is simple: get your product installed somewhere real, watch what happens, and build the feedback into everything from your cut sheets to your contractor outreach. The specification chain rewards manufacturers who do the work to make every person in that chain — from the owner’s rep to the apprentice on the crew — look good.

Inside The Spec - Episode 13: CSI MasterFormat Licensing: What the Industry Needs to Know

Summary In this episode of Inside the Spec, hosts Megan Kacvinsky and Vardhan Mehta are joined by Amy Baker and Juste Fenou to unpack the rapidly evolving and controversial changes surrounding CSI (Construction Specifications Institute) and its licensing of MasterFormat. The conversation explores how a long-standing, widely adopted industry standard is shifting from a historically accessible system to a potentially restrictive, subscription-based model. The discussion highlights the legal ambiguity around intellectual property, the widespread implications for architects, manufacturers, and specifiers, and the broader concern that these changes could disrupt workflows, budgets, and innovation across the built environment. Key Insights * MasterFormat is deeply embedded across the entire construction industry, used to organize specifications, project data, and workflows across firms and systems * CSI’s shift from book-based licensing to a recurring software model represents a fundamental change in how firms access and use the standard * The new licensing approach could impact all stakeholders—architects, engineers, manufacturers, contractors, and owners—creating widespread financial and operational implications * There is significant legal uncertainty around CSI’s claims to intellectual property, particularly whether classification systems can be copyrighted * The industry may face fragmentation if firms pursue alternative classification systems in response to these changes * Lack of transparency and communication has contributed to confusion and concern across the industry Practical Takeaways for Manufacturers * Monitor developments closely, including legal outcomes and enforcement strategies, before making major budget or platform decisions * Expect potential new licensing costs to be factored into marketing, product data, and specification workflows * Evaluate how reliance on classification systems impacts your product visibility across specification platforms * Coordinate with internal stakeholders (legal, marketing, product) to assess risk and prepare response strategies * Stay informed through industry discussions and direct communications from CSI, as details continue to evolve About the Guests Amy Baker is a registered architect and specifications consultant who works closely with architecture firms to develop and coordinate project specifications. She is also actively involved in CSI at the chapter level, providing a unique perspective on both practice and organizational dynamics. Juste Fenou is the founder of Bibliotheca and a specifications writer with deep experience in building product data and classification systems. He brings a unique perspective shaped by ongoing legal involvement related to CSI’s intellectual property claims. Next Steps for Manufacturers This episode underscores the importance of staying informed and proactive as the CSI licensing changes unfold. Manufacturers should evaluate their exposure to classification systems, consult legal and industry experts where needed, and prepare for potential shifts in how product data is structured, shared, and monetized. As the situation evolves, industry-wide collaboration and awareness will be critical in shaping the path forward.

Inside The Spec - Episode 12: From Data To Spec: Fixing The CRM Bottleneck in Building Materials

Summary  In this episode of Inside the Spec, hosts Megan Kacvinsky (CEO of Point To Point) and Vardhan Mehta (CEO of Acelab) are joined by Aaron Ayer, founder of Hunley, a Salesforce consultancy specializing in building materials and construction. Aaron shares the origin of Hunley, insights on the role of CRM systems in the industry, and how data integrity drives success in sales and marketing. The discussion explores how tools like Hunley’s SpecSuccess AI empower manufacturers to make data actionable—using automation and AI to turn project data into sales intelligence. Together, they unpack the evolving relationship between CRM systems, artificial intelligence, and the building products ecosystem.    Key Insights  * The biggest CRM challenge for manufacturers isn’t implementation—it’s adoption and industry-specific logic.  * Data quality is foundational to CRM and AI success; bad data produces bad results.  * AI’s power depends on clean, comprehensive, and well-structured datasets.  * Understanding specifiers’ workflows helps manufacturers engage architects more effectively.  * SpecSuccess AI, Hunley’s Salesforce add-on, automates the process of reading specs and qualifying projects—doubling sales rep productivity.  * AI tools can level the playing field by giving newer or multitasking reps access to best-practice insights.  * Manufacturers often suffer from data overload; organizing and targeting the right data is more valuable than having more of it.    Practical Takeaways for Manufacturers  * Treat CRM as a strategic sales tool, not just a database.  * Start AI transformation by cleaning your data—accurate, current, and non-duplicative.  * Integrate project data sources (like Acelab, Dodge, and ConstructConnect) directly into CRM to unify sales visibility.  * Focus marketing efforts through ruthless exclusion—target the right architects, not every potential specifier.  * Use AI-driven tools like SpecSuccess AI to automate data processing and free up reps for high-value engagement.  * Make CRM insights actionable—help sales teams know what to do and when to do it.  * Track specifications actively; being in the spec isn’t enough—you need to monitor through to bid and substitution stages.    About the Guest: Aaron Ayer  Aaron Ayer is the founder of Hunley, a Salesforce consultancy serving hundreds of building materials and construction clients. With over 30 years of experience, Aaron’s expertise bridges CRM strategy, sales operations, and marketing for manufacturers. He’s also the creator of SpecSuccess AI, a Salesforce-integrated platform that automates project qualification and specification tracking using artificial intelligence. Aaron’s career reflects a passion for helping manufacturers turn technology into measurable growth.    Next Steps for Manufacturers  * Audit your CRM for data health—look for duplicates, inaccuracies, and gaps.  * Define your ideal customer and project types to focus CRM and marketing efforts.  * Explore AI integrations that enhance—not replace—human sales strategy.  * Consider tools like SpecSuccess AI to make spec tracking scalable and repeatable.  * Invest in team training to ensure CRM and AI tools are adopted and utilized effectively.  * Partner with data platforms like Acelab to gain earlier visibility in the design process.