Helping founders scale with precision, not pressure.
July 25, 2025
When you think about painting big buildings or giant warehouses, you don’t usually think about artificial intelligence or robots. But that’s exactly what Kris Goins, CEO of PaintJet, is doing.
Kris isn’t your typical construction guy. He comes from a tech background—working in cybersecurity, AI, and risk management. He even spent time serving in public safety roles. Today, he’s leading a fast-growing company that’s changing the way industrial painting is done, using smart machines and new technology.
This is the story of how PaintJet started, where it’s going, and how Kris is solving big problems in a very old-school industry—with a little help from companies like Exotto, who are helping founders like him grow their businesses faster.
Kris didn’t start in construction. He worked in tech, helping companies manage risk and protect their supply chains. But he always had a problem-solver mindset. That’s what led him to join PaintJet—a company using AI and robotics to improve large-scale painting projects.
PaintJet was founded in 2019. Kris became CEO in 2023. Since then, he’s helped turn the company into a leader in robotic painting and defect detection for the construction industry.
PaintJet’s main customers are big general contractors working on major projects like Amazon warehouses, apartment buildings, and industrial sites. They don’t paint homes. Instead, they focus on large structures where speed, safety, and quality really matter.
Traditional painting in construction is slow and manual. It’s also hard to check if the surface is ready or if the paint is applied properly.
PaintJet fixes that.
They use robots to paint big surfaces. These robots are powered by AI, which helps detect cracks, damage, or surface problems before painting starts. Their software can also check if the paint is applied correctly and if the wall is ready for the next layer.
They currently have 12 patents, and their technology keeps improving with every project.
Their goal? To become the go-to partner for smart painting solutions in sectors like oil & gas, shipping, and government infrastructure—bridges, tanks, and even highway maintenance.
In construction, most deals are transactional. You bid, you work, and then you move on. Kris is changing that.
He believes in building real relationships. “People know me by name. Not just the company,” he says. And it’s working. PaintJet is now getting repeat business and growing through word-of-mouth—something rare in such a competitive industry.
Still, Kris admits that sales is a daily challenge. Most people still say, “Wow, this is amazing—how come we’ve never heard of you?”
That’s why he spends 60% of his time on sales and client acquisition.
PaintJet is still a lean team with just 37 employees, including 25 engineers. The sales team? Just Kris and two others. Their marketing team has one director and an outside agency to
support campaigns.
They rely heavily on LinkedIn outreach, email marketing, and direct sales conversations to connect with contractors and project managers.
But like many startups, marketing often takes a back seat. That’s where support from experts like Exotto comes in.
Many startup founders are busy building the product, managing operations, or pitching to investors. This leaves little time for consistent marketing or scaling client acquisition.
That’s why Exotto exists.
At Exotto, we help B2B startups, especially in tech and construction, build simple, effective client acquisition systems. We create done-for-you marketing campaigns, personalized outreach, and lead generation processes that bring in qualified leads—without the founder needing to do it all.
By partnering with startups like PaintJet, we help them:
If you’re a founder like Kris, trying to grow your business while also wearing a dozen hats, you don’t have to do it alone.
Kris has a simple but powerful message for early-stage founders:
“Build something people actually need. Not just what you think is cool.”
He also says marketing and sales are non-negotiable. “If people don’t know who you are, it doesn’t matter how great your product is.”
And when it comes to channels—he keeps it focused. No flashy social media. Just good conversations, cold outreach, and strong follow-ups. LinkedIn and email work best in his space.
The company is growing fast. Kris wants to expand into new verticals like:
Their goal is to become a global leader in robotic painting and smart defect detection—using AI to make construction faster, safer, and smarter.
Helping founders scale with precision, not pressure.
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