Black Dawg Sealcoat’s dependability, quality set it apart from others in industry.
By Tracie Stone (NH Business Review)

When Jack Child launched Black Dawg Sealcoat, his asphalt maintenance business, two years ago his goal was to deliver a dependable, quality service that was once associated with do-it-yourself projects and a handful of less-than-professional contractors.

The first-time business owner thought hard about choosing a name that customers would remember, relate to and trust. He found the answer at his feet where Olive, his black Labrador Retriever, spends much of her time.

Like its namesake, Black Dawg Sealcoat has built a reputation for trust and dependability — characteristics the name succeeds in communicating, said Child.

“So many people really connect with dogs,” he said. “There is real name recognition.” Headquartered in Nashua, Black Dawg Sealcoat provides homeowners and small business owners with complete asphalt maintenance service. The company also relines parking lots for commercial customers when appropriate.

Technicians clear surfaces and cracks of unwanted debris, unruly grass and excess moisture with blasts from hot air lances delivering 2,800-degree heat before spraying on a professional-quality flat black sealcoat, more durable than that available in local home improvement stores. The five-pound sand load per gallon also lends itself to a more slip resistant surface, said Child.

According to Child, do-it-yourselfers are typically unable to completely eliminate water trapped within cracks, making crack sealant less effective, and they will often unwittingly spread too thick a layer over a driveway, actually adding to their problem – something Child avoids through use of his sprayer.

Black Dawg, named this month’s Not Your Typical Business Award recipient by Citizens Bank and New Hampshire Business Review, “is different from most other businesses in the industry,” said Citizens Bank Business Banking Officer, Scott Briggs. “Jack stresses the importance of delivering the finest products and service to their customers.”

Employer of choice

For Child, it’s the simple but important things that distinguish his company from others in the industry. Phones are answered in person, all worksites are considered smoke-free, technicians wear Black Dawg uniforms and the recognizable yellow and black trucks are clean and well maintained.

“We designed the Black Dawg service around our customers,” said Child, a former U.S. Air Force pilot who later flew with a commercial airline and is used to wearing a uniform. “We work very hard to make sure every touch with the customer is designed to build trust in us.”

So impressed with the work provided by Black Dawg Sealcoat was Fred Lozier, owner of Frederick’s Pastries in Amherst, that he not only had the company back to keep his parking lot looking new but has had Black Dawg Sealcoat take over driveway maintenance at his home and has recommended the company to neighbors and family members.

“They do an outstanding job. The lines in my parking lot are like soldiers,” Lozier said. “The company and everyone that works for it is so professional, they’re just a pleasure to do business with.”

Although a relatively new company and seasonal in nature, Child is already building a reputation among workers in the industry. Employees have come to know Child as a fair and compassionate employer – one who believes “family comes first.”

“Our goal is to be the employer of choice in this industry,” said Child. “Pay is at or above industry standard, we give bonuses at season’s end, and everyone has the opportunity for commissions.”

While there are six people employed by Black Dawg Sealcoat during the busiest five or six months of the year, the company created its first franchise only a year after its own start up.

Kimberly O’Connor launched Black Dawg Sealcoat of Exeter last summer and credits her early success in part to Child’s assistance.

“Jack has been there every step of the way. He’s committed to the success of the company and to my success as a business owner,” said O’Connor.

Child said he’s pleased with the success of the first Black Dawg Sealcoat franchise and hopes additional franchises will extend the Black Dawg service – complete with the quality and professionalism his customers have come to expect – throughout New England and as far away as New Jersey.

“Our plan is to be the one name that people have confidence in calling when they want to beautify and protect their driveways and parking lots,” Child said.

Black Dawg Sealcoat may only be two years old, but its owner has wasted no time reaching out to nonprofits in his community, extending his sealcoating services to agencies like Girls Inc. and the Boys and Girls Club of Greater Nashua when they needed help with their parking lots.

Child also supports the Fisher House home for veterans and volunteers regularly with Big Brothers Big Sisters and The PLUS Company, a Nashua based organization dedicated to providing vocational, educational and social support to individuals with disabilities.

“We do what we can — I just think you should,” said Child. “I really believe it’s the small businesses that do so much of the heavy lifting. It’s not about having the biggest budget — it’s about having the biggest heart.”