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Commercial PositioningÂ
Client profile: Owner-led business combining a local retail shop with custom carpentry and made-to-order work
Location:Â Crete, Greece
Scope: Commercial positioning, pricing structure, customer segmentation, website direction and project qualification
The Challenge
The business operated through two different activities: a local retail shop selling ready-made pieces and a custom carpentry service delivering made-to-order projects.
Both activities had value, but the public positioning did not clearly communicate which side of the business should lead future growth. The strategic question was whether the business should continue presenting itself primarily as a retail shop or reposition around higher-value custom work.
Result
Operational Result
A clear commercial hierarchy, offer architecture, project qualification logic and pricing-control framework were defined for the custom-work side of the business.
Commercial Impact
Sales rose at least 38% against the equivalent period in 2025. Custom projects, previously priced without full costing, now deliver a 33% gross margin after direct project costs. Performance continues to be tracked through average project value, quote conversion, project gross margin and minimum-price compliance.
What We Diagnosed
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Available 2025 figures showed that retail accounted for approximately 80% of total sales and custom projects approximately 20%.
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Material spending was significantly high compared with custom-project revenue. Although the available records did not allow us to confirm profitability by project, they revealed a clear risk around pricing, costing, and margin control.
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The business was serving two different markets - retail customers and higher-value hospitality/residential custom clients - without a clear commercial hierarchy.
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Custom work required stronger pricing, scope and qualification controls before it could become the lead growth offer.
What We Changed
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Recommended a clear positioning hierarchy: custom pieces first, retail shop second.
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Defined three commercial offers: Hospitality Custom Projects, Signature Custom Pieces and a Curated Retail Collection.
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Introduced pricing and scope controls covering material cost and waste, production labour, design and preparation time, transport and installation, external services, project management, contingency and required margin.
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Established project minimums and qualification criteria so enquiries can be directed to the right offer from the first conversation.
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Reorganised the website and customer journey around completed custom work, target clients, project categories, commissioning process, indicative minimums, craftsmanship proof and qualified enquiries, with retail positioned as a secondary route.
What Changed for Management
The business now has a clearer answer to what should lead its positioning: custom work is the primary growth story, while retail remains a supporting revenue stream and brand touchpoint.
Pricing discussions can move away from informal materials-plus-labour estimates toward a more complete view of project economics and required margin.
The website and sales journey can now qualify higher-value enquiries instead of presenting the business as a general retail catalogue.
The Broader Lesson
A business can retain several revenue streams, but one of them must lead the positioning.
Clear positioning does not reduce what the business can do. It makes the strongest commercial opportunity easier to understand, price and buy.
Is your multi-activity business struggling with revenue streams that lack a clear commercial hierarchy?
Define Hierarchy
We help you decide which activity leads your brand stories and which supports your bottom line.
Price for Profit
Transition from informal estimates to a complete view of project economics and required margins across all channels.
Qualify Enquiries
Implement sales journeys that qualify higher-value opportunities instead of serving as a general catalogue.
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