# 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 ```text 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.