By Tiffany Anton, The Biz Foundry
In a world where digital startups dominate entrepreneurial headlines, Jack Sherrell has built a thriving business in one of the most overlooked sectors: asphalt maintenance. His journey from a 12-year-old with a bucket and squeegee to the owner of a multi-state operation offers valuable lessons for any entrepreneur, particularly those looking to develop high-ticket services in traditional industries.
The Accidental Entrepreneur
What made you decide to start your own business?
“I got into it when I was basically 12. My dad’s friend had a driveway that he needed sealed. My dad volunteered me to help him. So he got me to do the driveway. Of course, I’m 12. It took me two days. And I remember when he paid me to do that driveway, I thought I may be on to something here.”
That $120 payday sparked something in young Jack Sherrell that would shape his future. While other teenagers were mowing lawns, Jack spent his summers learning the asphalt business from a family friend in the North Georgia/South Chattanooga area.
Did you ever think about just working for someone else instead of starting your own company?
“I went to school for a while for computer aided drafting and I thought that may be something I liked. I liked it, it’s interesting, but I just couldn’t do it.”
Jack found greater satisfaction in transforming surfaces that property owners thought were beyond repair:
“There’s something about taking a parking lot that the owner feels is just beyond repair. We can take it and rejuvenate it and make it look new again. And they’re happy, I’m happy, you know, so there’s something rewarding about that.”
Building a High-Value Service Model
Like many entrepreneurs featured on HighTicket, Jack has discovered that providing premium service at premium prices creates more value for both his business and his customers. His approach mirrors the high-ticket business philosophy that quality and customer experience can command better pricing than race-to-the-bottom competition.
What sets your company apart from other companies?
“A lot of times I’m not the lowest estimate or bid that’s out there. A lot of times I’m in the middle, sometimes I’m on the high side. But the thing that makes our product different or our application is different is a lot of companies just go and buy sealers, stick some water in it and off they go. We don’t do that. We have chemicals and additives that we put in there to make it dry blacker, make it dry quicker. We put a little bit of sand in for some grit, especially if you’re on a hill so you don’t slide out.”
He adds that many customers don’t even realize these details:
“Those are things that most people never even know that happens. And I don’t do a good enough job of educating them on that, and I’m going to get better at it. But there’s a lot of stuff that goes on behind the scenes.”
Technological Evolution in a Traditional Industry
How have you seen techniques and things progress and change?
“Unfortunately, technology doesn’t hit the asphalt industry like it does everything else. But there has been a lot of changes. From the bucket technique, we have sprayers now… we can spray out 100,000 square feet in a few hours. We can paint literally a thousand spaces in a day.”
Jack’s willingness to invest in better equipment has been crucial to his growth:
“Our stripers have the airless paint stripers and you actually ride on them. You don’t push them anymore. So your productivity goes up, but the quality goes up too if you have the right tools.”
Innovation isn’t just about equipment. Jack highlighted how new materials have revolutionized repairs:
“There’s like a patch work or a hole in a parking lot. You used to have to wait until the asphalt plant was running the correct mix and then you would go get it. Now they have one product that we use a lot called Aqua Fault and it comes in a bucket to repair those holes, but it’s activated by water versus hot asphalt oil, which means you can do repairs at night. You don’t have to wait on the asphalt plant to run.”
The Turning Point
Was there a time where you got a new piece of equipment that you thought ‘this is it, I’ve made it as a business’?
“I was on a parking lot about a week ago that kind of seen one of the first big changes. We had bought our first sprayer to spray the asphalt sealer down but I was still having to hire a guy to come and do my stripes for me. I needed him on that Monday. He couldn’t come on Monday. He said Tuesday, and then Tuesday came, he couldn’t come.”
That unreliability became a catalyst:
“I decided right then this guy is not going to determine my future for me. I’m going to do that myself. Soon after we bought our first paint striper. I was just a nervous wreck, but once you can start going in and completing a job with the best technology, the best equipment you have, and make the customer happy…there’s just something about that.”
Advice for Homeowners
Jack’s company offers a comprehensive range of residential driveway services designed to extend the life and enhance the appearance of your property’s asphalt surfaces.
What would I need to know as a homeowner about my driveway?
“It’s really the same as the commercial applications. If you seal coat your driveway, keep it maintained, keep the cracks filled, don’t let the water in through the cracks to freeze and bust up the asphalt. Or if you have a small pothole, fix it, repair it sooner, it’s not going to get any better. It doubles the life of the asphalt in most situations.”
He notes that the primary reaction is always aesthetic:
“Most people, especially at a residential, nobody ever comes out and says, ‘wow, my asphalt’s gonna last twice as long.’ They always come out and say, ‘wow, that looks great. Makes it look like my house got painted or something.’” For more insights on how properly maintained driveways add value to your property, visit The Detailed Science Behind the Value of a Residential Driveway.
How do I know when it’s time for maintenance?
“Generally, you can see it wearing away. You’ll see areas that’s black and then areas that’s still gray and kind of spotty. When you start seeing those, it’s getting close to time. One of the problems that a lot of homeowners have is they redo it too soon. And if you put too much sealer on, the sealer itself will start cracking.” If you’re unsure about the condition of your driveway, you can always contact J’s Driveways for a professional assessment.
The Collaboration Advantage
In a surprising twist for many entrepreneurs, Jack has found success not in crushing his competition, but in collaborating with them.
What makes you have mentoring others and going to trade shows as part of your business model?
“That’s one of the big mistakes I made early on. I seen everybody as a competitor and it’s just not that way. Not in my world. But I had to go out and seek that. It didn’t just roll into the doorstep. You got to get rid of the ego a little bit, especially for a guy.”
This collaborative approach has created reciprocal benefits:
“That guy in Alabama that we just finished the job for, he called me in the last 10 days with two pretty large jobs. He said, ‘Hey, I can’t do it all. I need a partner on these jobs.’ So we roll in. We’ll bankroll the whole deal, make sure everybody gets paid, do the project and they’re happy, we’re happy. So it strengthens them too.”
Jack even helps newcomers to the industry:
“Since I’ve been in it for 30 years, I pick one person a year that I find in one of our Facebook groups or somewhere like that that’s just starting up. We spend hours with them trying to get them started. I just tell them, ‘hey, don’t be in my area.’”
The Passion Behind the Business
To learn more about Jack’s journey and the values that drive J’s Driveways, visit their About page.
What makes you have that passion to care so much about the details?
“It comes from my dad. My dad had a service station growing up and he pressed that on us. I remember the first time I got in trouble at the gas station was there was a guy pulled up and wanted 50 cents worth of gas. I pumped it for him, went back in, my dad said, ‘Jack, did Mr. Ledbetter get that gas?’ I said, ‘yeah.’ He said, ‘You check the air?’ I said ‘no.’ He said, ‘How about the oil?’ and I said ‘no.’ I said, ‘I just pumped his gas and off he went.’ He said, ‘That 50 cents means more to him than as much as anyone else that comes in.’”
The lesson stuck:
“‘Until you learn that, you won’t understand the business side of it.’ So I couldn’t wait for him to come back so I could check that oil and check the air in the tires. But that is something that was instilled in me early on. If you can’t give it all you got, you may as well stay home.”
The Customer Service Difference
The commitment to service permeates the entire operation:
“Customer service means everything. If we tell you we’re going to be there on Monday morning at eight o’clock, we’re there Monday morning at eight o’clock.”
Jack sees this level of service as a responsibility:
“I feel that I owe that to the customer. I understand what it takes to make that money, to spend that money. And I respect that for the customer. And if my price is a little higher, I’m not gouging you. I’m just giving you the best I can give you.”
In an era where high-ticket services require exceptional customer experiences to justify premium pricing, Jack Sherrill’s business philosophy at J’s Driveways demonstrates that even traditional industries can command premium prices when built on a foundation of quality, reliability, and genuine care for the customer’s needs.