Market Map Layer v0.1

Date: 2026-07-03 Status: Product layer / source of truth Workspace area: 02-product/sales-companion/ Related files: route-intelligence-flow-v0.1.md, mobile-field-companion-principle-v0.1.md, mobile-capture-flow-v0.1.md, company-insight-layer-v0.1.md, competitive-differentiation-v0.1.md, WORKING_CONTEXT.md, 01-company/decision-log/decision-log.md

Core Idea

The Market Map Layer turns visited prospects, existing customers, local tips, no-fits and discovered opportunities into a living geographic market understanding.

Every relevant contact should receive consistent descriptions, categories, product-fit notes, source context, status and confidence.

The output is not just a list of pins. It is a map of how a local or regional market is taking shape.

The map does not show where the Sales Manager has been. It shows how the market is taking shape.

Why This Matters

Interior markets are local, relational and category-driven.

A useful contact is not always a direct buyer. It may be a planning studio, an architect, an interior designer, a concept store, a hospitality operator, a local insider, a project source or a cultural multiplier.

A classic CRM often flattens these differences.

Companion should preserve them.

The Market Map Layer helps a company understand:

• where relevant partner categories cluster,
• where existing customers and prospects overlap,
• where planning and architecture potential emerges,
• where retail density exists,
• where hospitality and project opportunities may appear,
• which regions are underdeveloped,
• which product categories fit which local areas,
• and which no-fits are strategically useful.

Product Position

The Market Map Layer sits between Route Intelligence and Company Insight.

1. Route Intelligence Flow plans and adapts the field day.
2. Mobile Field Companion accompanies the Sales Manager in the field.
3. Mobile Capture Flow turns each visit into structured memory.
4. Market Map Layer places the structured contact in a regional market context.
5. Company Insight Layer aggregates the market into strategic signals.

The map is therefore not a static feature. It is part of the Companion learning loop.

The Learning Loop

Plan route → visit market → capture contact → categorise signal → update map → derive company insight → improve next route

The Market Map Layer connects individual field moments to regional understanding.

Standard Contact Categories

Every contact should be categorised in a consistent but flexible way.

Contact Type

• Existing Customer
• Active Partner
• Warm Prospect
• Cold Prospect
• Re-activation Candidate
• Local Tip
• No-Fit Learning
• Unknown / Needs Research

Partner Category

• Retail / Dealer
• Interior Design Store
• Concept Store
• Planning Studio
• Architecture Office
• Interior Designer
• Hospitality / Hotel / Restaurant
• Contract / Public Space
• Workplace / Office Planning
• AV / Media / Technology Partner
• Brand / Distributor
• Local Insider
• Cultural / Design Institution

Market Role

• Buyer
• Specifier
• Influencer
• Multiplicator
• Project Source
• Retail Partner
• Brand Fit Signal
• Local Door Opener
• Category Boundary Signal

Visit Status

• Discovered
• Planned
• Visited
• Follow-up Needed
• Follow-up Sent
• Sample Needed
• Sample Sent
• Warm
• Active
• Dormant
• Not Relevant
• Revisit Later

Product Fit

• Pedestal TV Stands
• Pedestal Power
• Pedestal Accessories / POS
• Pedestal Planning / Project Use
• Contract / Hospitality Fit
• Greyform Studio Fit
• thegrey Rugs Fit
• Other / Unknown
• No Current Fit

Confidence

• Confirmed by field visit
• Confirmed by conversation
• Likely based on visible fit
• Discovered via map search
• Recommended by local source
• Unverified
• Needs research

No category should imply certainty without evidence.

Market Map Layers

The visual map should not be a single uncontrolled pin field.

It should work with selectable layers:

• Existing Customers
• New Prospects
• Warm Prospects
• Recently Visited
• Retail / Dealer
• Planning / Architecture
• Hospitality / Contract
• AV / Media / Technology Partners
• High Product Fit
• Follow-up Needed
• Sample Needed
• Local Tips
• No-Fit Learnings
• White Spots
• Product-Fit Hotspots
• Partner Clusters

This allows the user or company to ask better questions.

Example:

Show all Planning Studios in Vienna with Pedestal project fit and open follow-up needs.

What The Map Should Reveal

The Market Map Layer should reveal patterns such as:

• dealer density by neighbourhood,
• planning-studio clusters,
• concept-store corridors,
• hospitality/project potential,
• underserved areas,
• product-fit hotspots,
• sample-demand hotspots,
• regions with many leads but weak follow-up health,
• strong areas for retail but weak areas for planning,
• local recommendation networks,
• and no-fit zones that sharpen the Ideal Partner Profile.

Regional Development Over Time

The map should not only show the current state.

It should show development over time.

Example metrics:

• contacts discovered by region,
• contacts visited by region,
• warm leads by category,
• follow-ups generated,
• sample requests,
• product categories requested,
• no-fit reasons,
• local tips collected,
• active clusters,
• and white spots still unexplored.

The company should not only know that visits happened.

It should understand how a region is developing.

White Spot Intelligence

White spots are as important as clusters.

Companion should help identify:

• regions with no strong retail partner,
• cities with planning potential but no visited studios,
• neighbourhoods with design density but low coverage,
• product categories with repeated demand but no partner depth,
• and areas where local tips suggest potential but no field visit has happened yet.

White spots should become route opportunities.

No-Fit Learning

A no-fit contact should not disappear.

It should become market knowledge.

Example:

• A store may be visually relevant but focused on textiles, handmade items or accessories rather than furniture and technical living-room solutions.
• This means it may be weak for Pedestal retail acquisition but still useful as a category boundary signal.

No-fits help sharpen the market model.

They should be stored respectfully and precisely.

Contact Detail Card

Each map contact should open into a detail card.

Minimum information:

• Name
• Address / location
• Contact person if confirmed
• Category
• Market role
• Product fit
• Visit status
• Source
• Confidence
• Last interaction
• Photos
• Notes
• Follow-up tasks
• File pack needs
• Sample needs
• Relationship memory
• Field report relevance
• Company insight relevance

This is where the map connects back to Companion Memory.

Data Objects

Possible first data objects:

• MarketContact
• LocationPoint
• PartnerCategory
• MarketRole
• ProductFitSignal
• VisitStatus
• MarketCluster
• WhiteSpot
• ProductFitHotspot
• RegionalCoverageSignal
• LocalTip
• NoFitLearning
• FollowUpHeat
• SampleDemandSignal

These are not CRM fields only.

They are market-intelligence objects.

Example — Vienna

Based on the current Vienna field material, the map could show:

• existing and potential retail partners,
• planning and architecture opportunities,
• local tips followed during the route,
• no-fit learnings such as stores that are culturally interesting but not relevant for Pedestal retail acquisition,
• studio phyne as a planning lead with follow-up needs,
• raumkomplett as a strong prospect with planning and point-of-sale potential,
• and the Vienna route as the first case where field movement becomes regional intelligence.

Important:

These examples should only use confirmed workspace knowledge. Missing contact data, spelling and emails must remain marked as open checks.

Relationship To Route Intelligence

Route Intelligence uses the map before and during the day.

The Market Map Layer improves Route Intelligence over time.

Before the trip:

• show existing customers,
• show planned appointments,
• suggest acquisition targets,
• surface nearby prospects,
• identify white spots,
• and build a realistic route.

During the day:

• adjust if a meeting runs long,
• suggest nearby alternatives,
• add local tips,
• mark closed or irrelevant places,
• update follow-up status.

After the day:

• update the market map,
• identify clusters,
• detect white spots,
• and create company insight.

Relationship To Company Insight Layer

The Company Insight Layer should use the Market Map Layer to answer strategic questions:

• Where is the market strongest?
• Which partner category is growing?
• Which regions need attention?
• Which product categories create local demand?
• Which assets or samples are repeatedly requested?
• Which routes create the most learning?
• Which no-fits clarify the Ideal Partner Profile?

This should be presented as market development, not employee tracking.

Trust Guardrails

The Market Map Layer must not become a surveillance tool.

Principles:

• The map should be based on intentional field captures, confirmed contacts and route planning, not silent tracking.
• The map should highlight market structure, not monitor every movement of a person.
• Confidence must be visible.
• Unverified tips must remain unverified.
• No contact data should be invented.
• No-fit does not mean bad. It means strategically not relevant for the current product or channel.
• The map should help the Sales Manager as much as it helps the company.

MVP Version

The first MVP can be simple.

It does not need a full technical map engine.

Start with:

• a structured contact schema,
• a city or region table,
• category filters,
• status filters,
• source and confidence fields,
• a static or lightweight visual map layer,
• and generated market-map summaries after each route.

The first goal is not perfect cartography.

The first goal is consistent market understanding.

Product Sentence

Companion turns visited contacts, discovered prospects and local tips into a living market map for the Interior ecosystem.

Or shorter:

The map is not a route trace. It is the market becoming visible.