Contract furniture + lighting · İstanbul → Ankara → İzmir · All figures in EUR (€)
Your Unique Value Proposition — memorise these 3 lines
Every time you speak to an architect or designer, lead with these — in this order:
1 · Furniture + Lighting, one factory
One contract, one delivery schedule, one accountable party. Architects hate managing multiple suppliers — lead with this.
2 · Import quality, −30–50% cost
EUR-fixed quotes valid 90 days. No customs, no port delays. Same quality they know from European brands — at half the price.
3 · True custom manufacturing
Built from the designer's own drawings — not catalog-only. This is what closes deals with serious design firms.
This dashboard is our plan to grow Mozaik's enterprise (Kurumsal) business by €10 million in 12 months. The plan in one paragraph: instead of waiting for hotels and companies to find us, we will go to the people who choose furniture for them — architecture and interior design firms. There are only about 150–250 firms in Turkey that fit what we sell. Our job is to build a relationship with each one, so that every time they design a hotel or office, they specify Mozaik furniture and lighting instead of imported brands. One good architect relationship = many projects, year after year. Everything else in this dashboard — the numbers, lists, and steps — exists to make that happen.
1. Open the Accounts tab. Filter by your name under "Owner" — those are your firms.
2. Sort by ICP Score. Start from the top (green scores).
3. Click a firm → complete the research checklist (find the people, check for a signal) before any contact.
4. Follow the 6-touch sequence in the Outbound Engine tab. Log every touch in the activity log.
5. Update the Status dropdown as things move: Contacted → Replied → Meeting → Qualified → Quoted → Won. The pipeline numbers update themselves.
6. Stuck on a term? Come back to this tab. Stuck on a deal? Bring it to Balamir's weekly pipeline review.
Click any term to expand. Every definition includes a Mozaik example.
Strategy words
Simply: the plan for how we find customers and sell to them. Who we target, what we say, who does what. This whole dashboard is our GTM plan.
A precise description of our perfect customer. Not "anyone who buys furniture" — that wastes time. Ours: architecture/interior design firms with 15–50+ people, in İstanbul/Ankara/İzmir, working on hotels and offices. If a firm doesn't match, we politely pass and spend the time on one that does. Example: a solo decorator furnishing one villa = NOT our ICP (send to Retail). A 30-person İstanbul studio designing a hotel = exactly our ICP.
The specific person inside the firm we talk to. We have three: Persona A = the founding partner/boss (decides which brands the firm uses). Persona B = the project lead/senior architect (does the daily work, shortlists suppliers — our easiest entry point). Persona C = procurement at fit-out companies (signs the purchase order). You talk differently to each: the boss cares about reputation and margins; the project lead cares about fast quotes and good drawings.
Three circles, biggest to smallest. TAM (Total Addressable Market) = ALL money spent yearly on contract furniture+lighting for hotels/offices in Turkey (~€720M–1B). SAM (Serviceable) = the part WE could realistically serve — premium projects via design firms (~€250–450M). SOM (Obtainable) = the slice we're aiming to win: €10–20M. Why it matters: it proves the goal is realistic — we need only 3–6% of our reachable market.
Two ways to sell: send 10,000 generic emails and hope (a "blast"), or pick 200 specific firms and treat each like a VIP — research them, learn their projects, write personal messages. With only ~200 firms in our universe, blasting would burn the whole market in a week. ABM means: quality on every single account, because there are no spare accounts.
Inbound = customer comes to us (walks into the showroom, fills a website form). Outbound = WE go to them first — email, LinkedIn, phone — before they've ever asked. This plan is outbound: we are not waiting.
Funnel words (how a stranger becomes a customer)
Picture a kitchen funnel: wide at the top, narrow at the bottom. Many firms go in the top, few signed contracts come out the bottom. Stages: we contact a firm → some reply (engaged) → some agree to meet → some have a real project (qualified) → some ask for a quote → some sign (closed/won). People fall out at every stage — that's normal and expected. The math: to get 20 signed deals, we need ~50 quotes, ~85 qualified projects, ~167 meetings.
Account = a firm on our list (e.g., Autoban). Lead = a person there we've started talking to. Opportunity = a real, live chance to sell: they have an actual project, with a budget, happening soon. An account becomes an opportunity only when there's a real project on the table.
Checking if a conversation is worth pursuing seriously, so we don't waste months on deals that were never real. Our checklist: Do they have an active project with FF&E budget ≥ €250K? Are we talking to the boss or project lead (not just info@)? Is it a hotel/office project? Will they decide within 1–3 months? All yes = qualified.
All your open deals and their money value, added up. If you have 3 qualified projects worth €400K, €600K and €500K, your pipeline is €1.5M. Pipeline is the future — it tells us in June whether October will be good. The Accounts tab calculates it automatically.
The percentage that moves from one funnel stage to the next. "40% close rate" = of every 10 quotes we send, 4 become contracts. These percentages are how we calculated that €10M requires 167 meetings. If our real rates turn out better, we need fewer meetings; worse, more.
The typical value of one signed contract — we assume €500K (midpoint of €250K–1M). Why it matters: €10M target ÷ €500K = 20 deals needed. If real deals average €300K, we'd need 33 deals — much harder. That's why checking real past deals is task #1.
Daily work words
News that tells us a firm needs furniture soon — the perfect moment to call. Examples: the firm won a new hotel project; a hotel announced renovation; a company is moving HQ. Timing is everything: calling a firm mid-project beats calling them in a quiet month. İrem hunts for signals; reps act on them within days.
Priority ranking. Tier 1 = best fit, contact first (big hospitality/office firms). Tier 2 = good fit, second wave. Tier 3 = verify before spending time. Always work Tier 1 before Tier 2.
An automatic number showing how closely an account matches our ideal customer. Points for: right tier, hospitality/office focus, verified data, an active signal, known contact people. Green (70+) = call today. Grey = research first. Sort the Accounts table by this column to know who's next.
A touch = one contact attempt (an email, a LinkedIn message, a call). A sequence = a planned series of touches over ~3 weeks: LinkedIn note → email → phone call → case study email → factory visit invitation from your head → polite goodbye email. Why 6 touches? Most people don't answer the first one — that's normal, not rejection. The full sequence is in the Outbound Engine tab.
A specifier is someone who chooses (specifies) products for someone else's money — the architect picks the chairs, the hotel pays. Architects are specifiers, which is why one relationship = many projects. A trade program is the standard benefits we give them for choosing us: trade discount or commission, 48-hour quotes, free samples. Architects ask about this in the first meeting — which is why we formalize it before any outreach.
Furniture, Fixtures & Equipment — the industry term for everything in a building that isn't the building itself: furniture, lighting, decoration. When an architect says "the FF&E budget is €800K," that's the pot of money we're competing for.
Customer Relationship Management — the shared record of every conversation with every account, so nothing is forgotten and nobody calls the same firm twice. For now, the Accounts tab here is our CRM. Rule: if it's not logged, it didn't happen.
1. We want €10M in new enterprise revenue in 12 months.
2. An average deal is €500K → so we need 20 signed deals.
3. Not every quote wins (≈40% do) → we need ~50 quotes sent.
4. Not every meeting has a real project behind it → we need ~167 meetings.
5. That's about 4 meetings per week across the team — roughly 1 per account owner. Demanding, but doable.
6. And since only 150–250 firms in Turkey fit our profile, we'll meet nearly all of them — so every single relationship matters. No burned bridges, no lazy emails.