Handcrafted British Luxury · Prestwich Showroom Launch
Shloff Workspace
Planning, documentation and meeting notes for the Shloff founding team
Quick Access
Roles & Responsibilities
Stakeholder ownership framework, RACI matrix, and team profiles
Payment & POS Infrastructure
Square evaluation, fee modelling, and hardware recommendation for investors
Stakeholders Meeting #1
Showroom setup, marketing, delivery, configurator and content planning
Stakeholders Meeting #2
Share structure, showroom prep, website urgency, operational roles and sales targets
Stakeholders Meeting #3
Final showroom prep, pricing, fabric rail, TV/projector, June 1 launch plan
Team
| # | Name | Role | Status |
|---|---|---|---|
| 01 | Darren Cohen | Branding, Design & Concept | ● Active |
| 02 | Max Cohen | Head of Sales | ● Active |
| 03 | Antony Levy | Retail Store Strategist | ● Active |
| 04 | Matt Harrison | Head of Digital Marketing, Ecommerce & IT | ● Active |
Status Snapshot
Launch Phase
Pre-Launch
POS Decision
Square ✓
Platform
Magento
Meetings Logged
3
Document · Stakeholder Ownership Framework
Roles & Responsibilities
About This Document
This document serves as the definitive framework for defining stakeholder roles and responsibilities at Shloff. As we prepare for the launch of our Prestwich showroom, clarity of ownership is essential to delivering the premium experience our brand promises.
Each stakeholder outlines their primary responsibilities, key deliverables, and the metrics by which success will be measured. This living document should be reviewed and updated quarterly.
Stakeholder Profiles
01
Darren Cohen
Branding, Design & Concept
Primary Responsibilities
Ensure Shloff brand stays premium. Ensure the best user experience and most innovative customer concepts. Ensure the concept evolves with market changes and demand. Ensure products are high design and on trend.
Secondary
Consult on strategy.
Ensure Shloff brand stays premium. Ensure the best user experience and most innovative customer concepts. Ensure the concept evolves with market changes and demand. Ensure products are high design and on trend.
Secondary
Consult on strategy.
02
Max Cohen
Head of Sales
Primary Responsibilities
Deliver premium in-store customer experience. Drive sales performance against targets. Educate customers on product ranges. Maintain high visual merchandising standards. Manage customer journeys from inquiry to purchase.
KPIs
Deliver premium in-store customer experience. Drive sales performance against targets. Educate customers on product ranges. Maintain high visual merchandising standards. Manage customer journeys from inquiry to purchase.
KPIs
Monthly revenue
Conversion rate
AOV
CSAT
Repeat rate
03
Antony Levy
Retail Store Strategist
Mission
To redefine a premium sleep retail experience through expertise, innovation, and uncompromising service.
Primary
Establish reputation for expertise, trust, and excellent service. Set showroom standards. Ensure part-time staff are sleep consultants, not just sales people. Pass on 48 years of furniture and bed retail experience.
To redefine a premium sleep retail experience through expertise, innovation, and uncompromising service.
Primary
Establish reputation for expertise, trust, and excellent service. Set showroom standards. Ensure part-time staff are sleep consultants, not just sales people. Pass on 48 years of furniture and bed retail experience.
04
Matt Harrison
Head of Digital Marketing, Ecommerce & IT
Mission
Drive measurable customer acquisition and revenue growth through strategic digital marketing, seamless ecommerce, and robust technology infrastructure.
KPIs
Drive measurable customer acquisition and revenue growth through strategic digital marketing, seamless ecommerce, and robust technology infrastructure.
KPIs
MER 4–6×
CVR 1.5–2%
Organic growth
Attribution
RACI Decision Matrix
R = Responsible · A = Accountable · C = Consulted · I = Informed
| Business Area | Darren | Max | Antony | Matt |
|---|---|---|---|---|
| Brand Strategy & Vision | R | C | C | I |
| Product Selection & Sourcing | A | R | C | I |
| Showroom Experience & Design | R | A | C | I |
| Digital Marketing & Google Ads | C | I | I | R |
| Ecommerce & Website | C | I | I | R |
| Social Media & Content | A | C | I | R |
| SEO & Organic Search | I | I | I | R |
| Customer Service & Aftercare | I | R | C | I |
| Financial Management & Budgets | A | C | C | C |
| Operations & Logistics | I | R | A | I |
| Sales & Revenue Targets | I | R | C | C |
| Staff Recruitment & Training | C | R | A | C |
| PR & Community Partnerships | C | R | C | C |
| IT Infrastructure & Systems | I | I | I | R |
Document · Investor Briefing · March 2026
Payment & POS Infrastructure
Executive Summary
Square is the recommended payment and POS infrastructure for Shloff — rated best-in-class for startups by Startups.co.uk, fully UK-supported, zero monthly fees, and no long-term contracts.
| Why Square | Key Figures |
|---|---|
| No monthly software fees on Free plan | 1.75% per in-store transaction (UK cards) |
| No long-term contracts — cancel any time | 1.4% + 25p per online transaction (UK cards) |
| Fully integrated in-store + online ecosystem | Register hardware: £838.80 incl. VAT (one-off) |
| Rated best POS for startups — Startups.co.uk | Funds deposited within 1–2 business days |
| Supports complex product customisation | PCI-DSS Level 1 compliant |
Omnichannel Strategy
| Channel | How Square Serves It |
|---|---|
| Retail Showroom | Square Register (2nd Gen) as in-store POS — card payments, product configurator, receipts, staff management |
| Online Store (Magento) | Official Square extension — syncs transactions, inventory, product catalogue and customer data in real time |
| Unified Reporting | All sales from both channels visible in one Square Dashboard — no manual reconciliation |
| Refunds & Disputes | Processed from the same admin panel — Square manages disputes on your behalf at no cost |
Square Register — 2nd Generation
Launched February 2026. Fully integrated dual-screen system — one screen for staff, one customer-facing — requiring no additional tablet or card terminal.
Key Features
40% faster performance than predecessor. IP54 rated (dust and splash resistant). Dual touchscreens. Accepts Visa, Mastercard, Amex, contactless, chip & PIN, Apple Pay, Google Pay, Clearpay. Built-in Square for Retail software.
| Payment Option | Amount |
|---|---|
| Outright purchase (recommended) | £838.80 incl. VAT |
| Monthly financing (requires processing history) | £59.00/mo + VAT |
| Ex-VAT price | £699.00 |
Note on financing: Square hardware financing requires established processing history (typically £10,000+ in annual Square sales). As a new business, outright purchase is recommended — fully deductible against corporation tax, or funded via a director's loan.
Bespoke Product Configuration
| Customer Choice | Square Feature | Notes |
|---|---|---|
| Base size | Item Variation | Single / Double / King / Super King — each with own price & SKU |
| Bed fabric | Modifier Set (required) | Full fabric range with price uplifts per choice |
| Headboard style | Modifier Set (required) | Choice of headboard design; pricing reflected automatically |
| Headboard wings | Modifier Set (optional) | Wing styles or 'none' — optional add-on with uplift |
| Feet style | Modifier Set (required) | Range of feet finishes with price differences |
| Ottoman storage | Modifier Set (optional) | Yes / No — fixed price uplift when selected |
⚠ Limitation: Square does not support conditional modifier logic. Manageable through staff training — not a blocker.
Fee Structure & Cost Modelling
| Payment Method | Fee (UK Cards) | Fee (Non-UK) |
|---|---|---|
| In-store — tap / chip & PIN | 1.75% | 1.75% + 1.5% |
| Online (Magento) | 1.4% + 25p | 2.5% + 25p |
| Manual key-in / card on file | 2.5% | 2.5% + 1.5% |
Real-World Cost Per Sale
| Bed Price (incl. VAT) | In-Store Fee (1.75%) | Online Fee | You Retain |
|---|---|---|---|
| £1,200 | £21.00 | £17.05 | £1,179.00 |
| £3,000 | £52.50 | £42.25 | £2,947.50 |
| £6,000 | £105.00 | £84.25 | £5,895.00 |
| £12,000 | £210.00 | £168.25 | £11,790.00 |
Recommendation
Recommended solution: Square Free Plan + Square Register (2nd Generation) + Square for Magento
| Component | Recommendation |
|---|---|
| POS Plan | Square Free Plan — zero monthly fee |
| In-store Hardware | Square Register (2nd Gen) — £838.80 incl. VAT, one-off |
| Online Payments | Square for Magento extension (official, free) |
| Hardware Funding | Outright purchase — director's loan or business capex (tax deductible) |
| Future Financing | Square Loans available once £10,000+ processed annually — invite-only |
Meeting Notes
All Meetings
MAY
21
Stakeholders Meeting #3
Darren Cohen · Max Garrison · Anthony Levy · Matt Harrison
›
Summary
Focus Areas
Showroom · Pricing · TV/Projector · Launch · Finance
Open Actions
22
Target Launch
1 Jun
Showroom Preparation & Visual Merchandising
Painter applied correct green colour to beams and panels; jagged edges from poor masking tape being rectified. Carpet fitting planned post-bank holiday after floor cleaning.
Fabric display rail settled: moveable black 4-foot clothing rail for approximately 10 fabric samples — allows customers to unclip and place fabrics on beds interactively.
Chris scheduled to install TV on Monday — will loop mattress and bed-building videos and mirror the iPad configurator for customers to build beds on a large screen.
Projector to display Shloff logo on showroom wall — wiring and power accessibility concerns raised; Chris to assess feasibility on Monday. Can be deferred if not ready by launch.
Scent diffuser system to be installed before opening — preferred supplier at £50/month for ~1,600 sq ft coverage; creates premium, relaxing atmosphere.
Pricing & Price Stands
Two showroom beds changed — updated cost information needed from Matt Burgess before price stands can be finalised.
Fabric pricing calculated by square metre (varying usage per bed) — requires detailed internal understanding to avoid customer confusion on markups.
Premium acrylic photo-frame style price stands agreed — one per bed for bed, mattress, and bedding set prices with QR codes linking to detailed online info.
Matt to develop QR code designs with branding elements; Max to finalise stand design concepts for review.
Order Management & Payment
iPad to be procured for in-store order configuration — orders placed on iPad auto-email invoices to customers; Square payment gateway installed but admin access issues to resolve.
Minimum 50% deposit required on all orders to cover upfront manufacturing costs — online orders may require full payment.
Finance options critical for conversion — Byline 11-month 0% interest-free previously arranged but not yet confirmed; Anthony to follow up.
Delivery and build costs (varying by area and bed type) to be incorporated into pricing — initial free delivery may be offered to remove sales barriers.
Launch Timeline & Priorities
June 1st hard opening date confirmed — critical path items: carpet, paint, furniture, signage. Projector and scent system can be phased in after opening.
Social media "coming soon" campaign to start around showroom opening; major marketing push targeting early July for seasonal consumer interest.
Max has compiled list of local press, Facebook groups, and magazines for pre- and post-launch campaigns.
Operational Challenges
Incoming container with inventory delayed — Max and Anthony to communicate proactively with customers emphasising transparency without causing alarm.
Local sourcing of handles and screws for chairs underway to ensure showroom stock readiness ahead of opening.
Abandoned and tentative online orders being followed up — offering possible discounts to encourage purchase.
Action Items
- Max Meet Chris on Monday at the showroom — TV and projector installation, wiring and power options
- Max Order a 4-foot black clothing rail for approximately 10 fabric samples
- Max Manage installation of scent diffuser before store opening
- Max Finalise design of premium acrylic price stands with QR codes and forward concepts for review
- Max Upload showroom opening tasks, pricing design files, and marketing plans to Google Workspace
- Max Chase updated pricing for the Genero bed from Matt Burgess; clarify full pricing structure
- Max Contact delivery company Jason to confirm delivery and build service fees
- Max Manage local sourcing of handles and screws for showroom chairs
- Max Communicate container shipment delays to customers and manage expectations
- Max Manage social media preparation and local press outreach for showroom launch and "coming soon" campaign
- Max Pass Byline finance inquiry to Anthony; continue chasing finance options for customer payment plans
- Anthony Troubleshoot Magento admin and Square payment setup issues; confirm email invoicing process
- Anthony Support Max on pricing calculator to analyse margin impact including delivery and finance options
- Anthony Follow up with Matt Burgess for detailed price lists, especially Genero bed and fabric pricing
- Anthony Coordinate deposit policy discussions — industry norms and cash flow considerations
- Anthony Email potential customers with tentative or abandoned orders offering possible discounts
- Darren Oversee showroom opening by June 1 — painting, carpet, furniture, and visual merchandising
- Darren Coordinate with Matt and Max on pricing finalisation and fabric configuration; arrange follow-up pricing meeting
- Darren Provide Chris's contact details to Max; guide showroom presentation decisions
- Matt Develop QR code designs for price stands including branding elements
- Matt Support order processing implementation on iPad and Magento backend
- Matt Provide up-to-date pricing data to Max and Darren including component and fabric surcharge details
MAY
14
Stakeholders Meeting #2
Darren Cohen · Max Garrison · Anthony Levy · Matt Harrison
›
Summary
Focus Areas
Showroom · Website · Share Structure · Marketing · Operations
Open Actions
7
Owners
Max · Anthony · Matt
Showroom Setup & Physical Branding
Decision made to keep existing yellow tiles and delay carpet replacement due to high costs — tiles to be thoroughly cleaned instead.
Quotes being obtained for branded staff apparel (T-shirts, jumpers) and premium price display stands for the showroom floor.
Fabric display solution adapted — a moveable fabric rail with hangers replaces the slow seamstress route; customers can take fabrics to beds interactively.
Six scent samples received and tested; Anthony to deliver to Darren's to ensure availability for showroom atmosphere.
Website & Online Presence
Matt to launch a basic public landing page on shloff.com immediately — current password-protected page has zero Google visibility; indexing takes weeks.
Full site and configurator still in development; a phased soft launch agreed to avoid damaging brand with an unfinished product.
Social media build-up via local press, Facebook groups, and trade publications — Darren's approval required before any outreach.
Showroom photos and videos to be used online to build trust with remote buyers who can't visit in person.
Share Structure & Funding
Max has invested approximately £27,000 in showroom build, samples, and setup costs to date.
Share agreement to be drafted after a three-month trial period — split to reflect proportional investment and involvement.
Whoever has invested more receives proportionally higher returns until initial investment is repaid; profits then shared per agreed shareholding.
Founder payments to begin only once business generates sustainable profit; rent, rates, and utilities are highest-priority liabilities.
Operational Roles & Shop Management
Anthony to contribute retail expertise part-time for the first three months — flexible hours, not full-time retail shifts.
Max has childcare and home-business obligations limiting shop presence; Anthony's help covering opening/closing shifts is essential.
Weekend coverage likely requires hiring part-time staff — young staff for basic duties; Anthony available by phone for sales queries.
Sales Targets & Market Positioning
Initial target of 1.5 beds per week (6/month); two beds per week covers operational expenses comfortably.
Bespoke customisation (legs, headboards, height, fabric) is the key market differentiator justifying premium pricing.
Team aligned on maintaining premium brand image — no excessive discounting; attract quality-focused customers.
Long-Term Vision
Ambition to expand into affluent UK areas and international markets — potential franchising in Europe and Dubai.
Shloff name chosen for its snappy, memorable quality — brand could evolve beyond beds into broader furniture.
Action Items
- Max Request updated carpet fitter quote for cheaper installation and cleanup plan
- Max Send group message to Darren to schedule social media and marketing meeting for local online presence and press outreach
- Matt Launch a basic landing page for shloff.com immediately to improve search engine visibility
- Matt Assist with distributing marketing materials and press releases after receiving list of outlets
- Anthony Drop off scent samples at Darren's to enhance shop atmosphere
- Anthony Compile and provide list of trade journals and local media outlets for publicity efforts
- Anthony Coordinate follow-up call with Max and Matt regarding press and marketing (Wednesday)
2026
#1
Stakeholders Meeting #1
Darren Cohen · Max Cohen · Anthony Levy · Matt Harrison
›
Summary
Focus Areas
Showroom · Marketing · Operations · Digital · Content
Open Actions
14
Owners
Max · Anthony · Matt · Darren
Showroom Setup
Paint colour adjustment needed — current green is closer to turquoise and doesn't match the Shloff Figma hex code. Max to source correct match.
Additional wall skimming and repainting required in parts of the showroom — visible imperfections detract from premium look.
Carpet tile selection planned with Darren — multiple samples to be reviewed to align with showroom aesthetic.
Fabric swatches to be ordered in small quantities (around 10 each). Warwick Fabric involved in supply and railing installation for display.
Signage strategy: start with a light-up sign above the door and a banner, expanding incrementally to manage cost.
Projector installation considered to project Shloff logo on a plain wall — dynamic branding without permanent vinyl.
Fabric Partnerships
Jamie from Chester Fabrics to be re-engaged — Anthony to support Max in warming up this hesitant partner.
Clear division agreed: Jamie supplies cushions and fabrics as add-ons; Shloff focuses on beds — no overlap in product lines.
Jamie prefers leads near Leeds or local. Showroom proximity should help generate relevant foot traffic.
Display Mattress Strategy
Three cost-effective display mattresses needed (1 double, 2 king) for front beds — real mattresses primarily for display, not sale.
Options considered: cheap mattresses, foam blocks, or stock from Darren. Decision to avoid selling cheap mattresses initially to protect premium brand image.
Shakespeare Beds contacted for pricing on cheapest mattresses, balancing cost vs. quality perception.
Marketing & Social Media
Social media build-up planned over several weeks with teaser posts and countdowns on Facebook, Instagram, and Pinterest.
Local forums, Facebook groups, and publications to be leveraged for free press and community engagement.
Launch party planned — casual event to invite locals, friends, and press. Day and evening visits. Coffee and refreshments to be considered (vouchers for neighbouring coffee shop or in-house machine).
All messaging and imagery to be carefully coordinated with Darren to maintain consistent Shloff style.
Order Processing & Delivery
Landline phone number and multiple email addresses (info, sales) needed to manage inquiries professionally.
Payment terminal to be ordered and tested by Matt — integrated with Magento — before showroom deployment.
Order confirmation and delivery updates via email; phone calls during 6–8 week production wait to reduce customer anxiety.
Delivery company selection critical — clean vans, professional drivers, accountability for damage. Two-man delivery preferred for room-of-choice service.
Delivery fees to be agreed — example of ~£80 mentioned. Clear 'Will It Fit?' information and customer responsibility to be communicated upfront.
Product Configuration & Website
Configurator setup requires collaboration with Darren and Hermione to obtain matrix tables and product pairing rules.
Matt will need several months to complete configurators — a phased launch approach planned rather than rushing for a three-week go-live.
Website to include mattress sales as a major focus alongside bed frames.
Content & Brand Video
Behind-the-scenes bed-making footage captured by Matt during Burgess visit (limited due to illness).
Further video shoots planned closer to showroom completion — before, during, and after scenes for richer storytelling.
Video content for both website and social media to highlight hand-stitched, handmade quality and build brand trust.
Action Items
- Max Contact Jamie to schedule a meeting for fabric collaboration and showroom plans
- Max Arrange meeting with painting decorator and Darren to finalise carpet tile selection and repainting
- Max Send document listing local forums and pages for social media coverage to Matt and Anthony
- Max Provide delivery company details to Matt and Anthony for review and integration
- Max Outline meeting notes and next steps in group communication for broader stakeholder visibility
- Anthony Follow up with payment terminal provider contact to explore affordable solutions
- Anthony Coordinate with Max and Darren regarding payment terminal setup
- Anthony Provide local social media forum links and names to Matt and Max
- Anthony Investigate mattress and delivery service providers including Winston's and others Fergus deals with
- Matt Research and propose suitable projector options for showroom branding
- Matt Order and set up payment terminal for testing before delivery to showroom
- Matt Engage with Darren and Hermione to gain access to full product configurator specifications — build over two months
- Matt Organise additional video/photo shoots at Burgess Beds to capture production and showroom-ready content
- Darren Attend meetings for fabric collaboration, carpet selection, and painter decorator briefing. Approve social media and branding decisions.