about me
Founded in 2007 by Joel LaPalme, Joel LaPalme and Associates Inc. is a sales and marketing company. Today the company is "Papa Joel". We focus on helping manufacturers partner up with the right distribution, wholesale and retail channels, making sure that the products end up in the cupboards of every household in North America.
Our cornerstone is the knowledge of the industry we represent and the experience that we bring together as a team to be able to offer something that has never been offered in our industry before. Understanding the market and consumer behaviour is crucial! Therefore, we specialize in matching your products with the right buyers. We consider ourselves a turn key solution from the manufacturing floor to the consumer's cupboards. We relentlessly pursue breakthrough ideas for products and direct marketing approaches. We strive at being the leader in every market we serve.
Joel LaPalme and his team of associates can help you drive your business to the next level. We have Associates that are experts in their fields internationally and are available to work with you and your company.
about me
Founded in 2007 by Joel LaPalme, Joel LaPalme and Associates Inc. is a sales and marketing company. Today the company is "Papa Joel". We focus on helping manufacturers partner up with the right distribution, wholesale and retail channels, making sure that the products end up in the cupboards of every household in North America.
Our cornerstone is the knowledge of the industry we represent and the experience that we bring together as a team to be able to offer something that has never been offered in our industry before. Understanding the market and consumer behaviour is crucial! Therefore, we specialize in matching your products with the right buyers. We consider ourselves a turn key solution from the manufacturing floor to the consumer's cupboards. We relentlessly pursue breakthrough ideas for products and direct marketing approaches. We strive at being the leader in every market we serve.
Joel LaPalme and his team of associates can help you drive your business to the next level. We have Associates that are experts in their fields internationally and are available to work with you and your company.
Expertise
From Scaling Global Brands to Coaching Industry Leaders
Strong Areas of Expertise:
> Food, Mass Retail, Liquor
> Seasonal Markets, Pop up Stores
International Markets:
> Partners in over 40+ Countries
> Working with a Strong International Partner for building Websites and SEO campaigns
Coaching Pros:
> Trained and mentored 500+ professionals in the auto detailing and film industry.
Driving Growth:
> Proven record of boosting visibility, revenue, and long-term success.
My Results
20+
Markets
Across the Americas with IGL Coatings and Apeax expansion
30+
Years
Building and scaling automotive protection brands
500+
Professionals
Personally trained and mentored in the detailing industry
My Results
20+
Markets
Across the Americas with IGL Coatings and Apeax expansion
30+
Years
Building and scaling automotive protection brands
500+
Professionals
Personally trained and mentored in the detailing industry
expertise
From Scaling Global Brands to Coaching Industry Leaders
Strong Areas of Expertise:
> Food, Mass Retail, Liquor
> Seasonal Markets, Pop up Stores
International Markets:
> Partners in over 40+ Countries
> Working with a Strong International Partner for building Websites and SEO campaigns
Coaching Pros:
> Trained and mentored 500+ professionals in the auto detailing and film industry.
Driving Growth:
> Proven record of boosting visibility, revenue, and long-term success.
MY PORTFOLIO
Achievements
I’ve expanded automotive protection brands into many markets, personally trained 500+ professionals, and led strategies that consistently increased revenue and market share. My blend of strategic vision and hands-on expertise continues to help shops and brands thrive throughout the USA.
Solutions for Detailers & Installers
Unlock Your Shop’s Potential
Skill Development
Hands-on training in PPF, tint, and coatings to improve quality and efficiency.
Business Growth
Team Building, Strategies for growth within a difficult market and time.
Market Expansion
Building a global company. Working with a Strong International Partner for building Websites and SEO campaigns
Mentorship & Community
Ongoing coaching plus access to a network of like-minded professionals.
what they say
Testimonials
Joel has been a longtime friend and mentor, guiding me through both business and life decisions. From my early days in the detailing industry, he was always there to coach, connect, and support me — expecting nothing in return. When I sold my software company, Joel’s guidance was invaluable, and later, when the opportunity came to purchase his company, he trusted me and helped pave the way. His mentorship and friendship have had a lasting impact on my journey.
Dustin Jackson
Papa Joel doesn’t sugar coat a THING! He shows up real, raw, and fully committed to helping you build your business. If you want HONEST guidance that actually works with real world results, Papa Joel is the one you want in YOUR corner.
Jordenlee Schwartz
I have met Joel many years ago as a supplier and shortly after he became a mentor. Later as a competitor he still dedicated time to guide and mentor me.
Years later we are now working together in several different projects and I couldn’t have asked for a better business guidance, honest advice and friendship.
Definitely recommend his services and looking forward for what’s coming.
Paulo J.E. Assuncao
I’ve had the privilege of knowing and working with Joel LaPalme since his time as one of the owners of IGL Coatings. From the start, Joel stood out for his ability to be completely transparent about business and for the wealth of knowledge he brings to the table from decades of experience across multiple industries.
His honest, straightforward approach mirrors how I do business, so we connected instantly. Over the years, our relationship has grown far beyond automotive — Joel has become a trusted mentor whose guidance has helped me expand into new ventures, think strategically, and make stronger decisions.
He’s not just someone who talks about success; he embodies it with integrity, humility, and genuine care for the people he mentors. I’m truly grateful for his support, friendship, and the lasting impact he’s had on my business, my entrepreneur mindset as well as personal growth. I am more than grateful.
Cassandra Mazur MBA
President
Cool Auto INC
HOW CAN I HELP YOU
Packages
a professional website for less than the cost of a ceramic coating
Specialized Detailer Website – $900
Get a high-performing website built for detailers and film installers at an affordable monthly rate. No big upfront costs, just consistent value.
> Custom 20-page website optimized for conversions
> Hosting + Domain
> Professional design that builds trust and attracts new clients
Get more clients with pro Meta & Google campaigns
Paid Ads Package with 20% Off
> Every package includes:
• Professional ad management
• Landing page creation
• Professional video editing
• CRM access via mobile app
• Regular reports
• Automation follow-up
• Orientation call + personal support
> Choose Your Level
• Starter – $480: 1 campaign on 1 platform (Ad spend: $800 range)
• Amplifier – $720: Unlimited campaigns on Meta or Google (Min $600 ad spend/campaign)
• Dominator – $1,200: Unlimited campaigns across both Meta & Google (Min $600 ad spend/campaign)
Dominate Google & Your Local Market
$1,200/ month
** 6-month package includes a FREE website
Outrank competitors and attract more local clients with a complete SEO system.
Foundations & Optimization
• Competitor + Keyword Research
• Google Analytics & Search Console setup
• On-page + Technical SEO fixes
• Google Business Profile full optimization
Content & Authority
• 1 SEO blog per month (1,500 words)
• Extra SEO content pieces
• Local citations + high-authority backlinks
• Guest posts & niche link insertions
Growth & Protection
• 5 GBP posts + 5 photos monthly
• Map Pack ranking improvements
• Regular performance reporting
• Continuous keyword monitoring & bad link cleanup
Bonus
• Up to 20-page website
HOW CAN I HELP YOU
Packages
a professional website for less than the cost of a ceramic coating
Specialized Detailer Website – $900
> Custom 20-page website optimized
> Hosting + Domain
> Professional design that builds trust and attracts new clients
Get more clients with pro Meta & Google campaigns
Paid Ads Package with 20% Off
> Every package includes:
• Professional ad management
• Landing page creation
• Professional video editing
• CRM access via mobile app
• Regular reports
• Automation follow-up
• Orientation call + personal support
> Choose Your Level
• Starter – $480: 1 campaign on 1 platform (Ad spend: $800 range)
• Amplifier – $720: Unlimited campaigns on Meta or Google (Min $600 ad spend/campaign)
• Dominator – $1,200: Unlimited campaigns across both Meta & Google (Min $600 ad spend/campaign)
Dominate Google & Your Local Market
$1,200/ month
** 6-month package includes a FREE website
Outrank competitors and attract more local clients with a complete SEO system.
Foundations & Optimization
• Competitor + Keyword Research
• Google Analytics & Search Console setup
• On-page + Technical SEO fixes
• Google Business Profile full optimization
Content & Authority
• 1 SEO blog per month (1,500 words)
• Extra SEO content pieces
• Local citations + high-authority backlinks
• Guest posts & niche link insertions
Growth & Protection
• 5 GBP posts + 5 photos monthly
• Map Pack ranking improvements
• Regular performance reporting
• Continuous keyword monitoring & bad link cleanup
Bonus
• Up to 20-page website
