IdeaPaint™ is an award-winning whiteboard paint that can be applied almost anywhere to create interactive, collaborative spaces. Paint entire conference rooms from floor to ceiling. Transform curved or angled walls into cool, useful work areas. Or turn tables, desks and cubicles into mini whiteboards.

With over 60,000 successful installations around the world, IdeaPaint is changing the way people work and play at offices, homes and schools.

IdeaPaint is incredibly cost effective versus traditional whiteboards and outperforms the leading dry-erase options. It’s also the most environmentally responsible commercial dry erase surface on the market, and is the only dry-erase paint to be GREENGUARD Certified for indoor air quality.

IdeaPaint is available in three types: PRO a commercial-grade solvent product for heavy-use, CREATE a durable water-borne product for standard use, and HOME a residential water-borne product.

IdeaPaint launched in 2008 and is headquartered in Ashland, MA.

IdeaPaint is available around the world direct through our website and our various distribution partners.

IdeaPaint ships directly to the United States, Mexico and Canada, and is also available in Lowe's Home Improvement (HOME only).

International customers can buy IdeaPaint through our global distributors partners

IdeaPaint's Founding Story

IdeaPaint was founded by John Goscha in 2002 as a college freshman. The “idea” for IdeaPaint came out of a brainstorming session in the e-tower, a dorm for entrepreneurs at Babson College (Wellesley, MA). True to the entrepreneurial spirit of the school, the students decided to cover their walls in large sheets of paper to write down their ideas. As their ideas grew the paper became filled with writing and had to be torn down and replaced-- writing on the walls was great, but there had to be a better way! e-tower founder Andrew Foley suggested and looked for a paint that could turn every wall in their dorm into a dry erase writing surface. Surprised to find this paint didn’t already exist, John and friend William Gioielli set out to find one while Andrew began working on the business plan and created the name. When students and visitors from across campus began stopping by to write on the wall the team knew they were on to something!

However, taking IdeaPaint from a concept to a viable product would prove to be challenging. In 2003, Babson awarded IdeaPaint with seed funding and John began work with an outside lab. After working with the lab for over a year the lab concluded the concept technically impossible. In 2005, classmate Alex Galperin revitalized the idea with John and introduced him to a second lab and provided initial capital.

In 2006 John graduated from Babson and secured additional “angel funding”and assumed the full time role of President (2006-2009). Although William, Alex and Andrew had all moved on to pursue new interests...they encouraged John to keep at it and wished him well. After two labs had concluded it was technically impossible to manufacture a dry erase paint with the performance needed to compete with white boards, John enlisted the help of Marty Donbrosky at CAS-MI Laboratories in Michigan. Through their persistence and skill, John and Marty (co-inventors) successfully created the first dry-erase paint product for IdeaPaint that showed true commercial promise. Late in 2006 and early 2007 respectively, John invited two other former Babson classmates Jeff Avallon and Morgen Newman to join the company. From then until IdeaPaint’s launch in June of 2008, the three friends and classmates worked together on a plan to commercially launch 

IdeaPaint’s first product, IdeaPaint Pro. IdeaPaint launched in a big way at a Chicago Trade Show, NEOCON, in June of 2008, where IdeaPaint won numerous prestigious awards. In the spring of 2008, IdeaPaint met with Dennis Baldwin, Managing Partner of Breakaway Ventures and Former Chief Marketing Officer of Reebok, who fueled IdeaPaint with a $5 Million Series A financing round that closed in August of 2008.

After the first major round of financing was completed, the company was able to invest in much needed additional headcount to drive Brand growth. John continued overseeing all product development, as VP of R&D until his departure from the company to pursue a new venture in the spring of 2010. At this same time, Jeff Avallon assumed the role of VP of Business Development and Morgen Newman as VP of International Sales, titles that they continue to maintain today as full time employees of IdeaPaint. Since John's departure in the spring of 2010, he has remained a valued advisor and significant shareholder in the company.

“I look forward to the company bringing great products to market that inspire creativity and innovation in all of our customers for many years to come.”

- John Goscha, Founder