1. Executive Summary of Ali Can GÖKKAYA
I was bornat 1971. I am marriedand have got three childs.
Aftergraduatingfrom DokuzEylül Üniversity I had to findveryurgent jobto gainmoney.So I started
ina salescompany.Actuallyitwastemporaryjobforme upto my militaryobligationbutwhenIlearn
whatis the SALES I understoodthisisverysuitablejob forme.
After the my military obligation I want to try also technical side of carirers. I started Producition
EngineerinVestel andI becaome ProductionChieff inone yearlater. I builtnew productionline that
suitable withsolderpastetechnologythathadbeenbuiltfirsttime inTurkey.Thiswasthe fisrtstartup
projectforme.Thiswasrealygoodgrowingforme andImanagednearly100-120 personinthree shift.
In my production line. I produced the high technology products first time in Turkey ans also I made
Industrial Engineerieingstudytobuiltmylinesinsteadof todecrease costof manpower.Ouraimwas
to catch to Chinespriceswithsame qty.AndIdid it.
But even I succesed alout of things in technical side I want to turn sales. Because of the procustion
satabilityy was not suitable for me. I wanted to be more proactive, more involve in to humans
relationshipandmore problemsolver withbigopportunities.SoIdecidedtoturnsales.
Inthisterm(2001-2003) Sanalplatformownersfoundme theiraimwastobuiltnew B2Bsysteminthe
GSM market that would have got a lot of buyer and a lot of seller in inside. So they asked to me to
adapt all market and trade rules to new electronic system. I built a small team that I had got two
software engineerandone salesengineerand oninside personinthe office.We builtandannounced
the systemTurkishmarket.Itwasrealypopularinthattimewehadgotnearly2.000companymember
inour system.Ibuiltand I had deliveredtosystemowners.Thiswasthe secondstartup I made.
I met first time with Automation sector with SEW Eurodrive.So It was realy important term for me.
The biggestachievementof me wastogrow the turnoverdouble thanbudgetinSEW.AndalsoOMRON
was the biggestschool that I learnedto manage also distribitorsandthis channel issuch a important
for create stable turnoverforfuture.
These were newforme and I completedmyall missingpartof automation.
-GEARS,Motors
-Drives,Sensors,PLC,HMI
-Enclosers,cabinets
-IT cabinetsandpowertransmissions
When I decided to jump a position in my carier Bonfiglioli Turkey found me. And I started in this
companyasSalesManagerof TurkeyandMiddle Eastcountries.Ihadgot12 directpersonsand3sales
assistantthattheyreportto me.
The biggest achievement was: When I started in Bonfiglioli they had got nearly 3.000 customers
account inthe system.Because theydidn’thave gotanydistribitorsnetworkinTurkeyandalsointhe
other countries. And also the other big problemold sales persons usedto be old salesmantality and
they didn’t trust me so much as a NEW manager. But very soon I got contact with them because my
biggestfeaturesisto be able to touch personsHARDs . So immediatelytheyunderstoodthatwe will
grow together. I built a distributor channel in Turkey and I decreased the LOAD of the persons that
theylivedverybigproblemtofollowall detailsof all customers.AlsoIbuiltadistribitorsnewtworkin
the Middle East countries.
In Bonfiglioli Imade implementationof SAP.Thiswasverybig projectthat we spendnearly6 months
to adapt.

2. The other one is: Bonfiglioli didn’t have got a connection between customer orders and purchase
orders.So theylost all connectionand the warehouse wasfull withthe unknownproducts.I teached
themhowtheywill doverysimple wayinSAP.Still theyare usingsame waythatI gave.
So we achivednearly%20 more turnoverthanour budgetinfirst year.We signedcontractwiththe 2
bigcustomerthat theyhad got1.000.000 Euro /customer.
Afterthe Bonfiglioli,GEFRAN foundme.Theywantedtoopennew subsdiraryinTurkey.Theyhadgot
a distributorinTurkeysince 10 years.But it was soldto Gefrancompetitor.So theydecidedto came
Turkeyat 2013. WhenI startedto GefranI had got onlyone emptyoffice andonlyone customer(old
distributor.The problemthatwe hadgotbigfightingwiththem)SofirstlyIoutsourcedmyfinance ( to
Grant Thornton) andalsomy warehouse andmyimportsactivitiestoBorusanGroup.These company
were professional companythatI will be able to trust them.ImmediatelyIbuiltnew team. 2 sales,1
applicationand1 inside sales.
Firstof al I startedto up to create a structure fof future.Soit was not enoughtobuiltonlydistributor
network also I might to built System Partner newtwork in countryside. Because of the give BEST
supporttoour customer.Myteamwassomuchsmall andalsoafterthe myolddistribitorsprice itwas
notpossible tocreate bigmargininthe market.SoIfoundasolutiontoachive allcustomerswiththese
networks.
Afterone yearswe lesftfromour olddistributorandwe catched theirturnover.Even we had got big
economnical problemsinTurkeywewilljumpourlastyearturoverandwe will achive4.000.000 Euro.
Also I learned a lot of adiditonal and VERY IMPORTANT details in Gefran about finance, imports and
warehouse management. I have got weekly and monthly reports that I have to send to HQ. The
important reports are related with our P&L tables that we inspect with my CEO everymonth. All
operationexpences mustbe undercontroll andallmarginaltyandturnovermustbe forecastedatleast
one month before.Soit is veryimportantto be readywhat we will do nextthree months. Offcource
the CASHFLOW tables,Agingreports,Stocksand Costof SalesGoodspermonthlyare veryimportant.
I don’t have got unlimited sources of money so I have to use my capital as forecasted with align to
achive our turnover and also with true marginalty and true stock levels.Now also I started a new
project
My biggest achievement is ofcource to catch our last year turnover and to built very good system
partners and distribitors networkin countries and also in Iran market.But is not not only this . Also I
didfirsttime inGefranBREAKEVENSTUDYforwhichproductsmustbe soldwhichQtyandwhichprice.
Thiswasthe firsttime thatGefransubsdiaryiesuse myowntable thatIcreate.AlsoGefranHQuse my
bonuscriteriamantalitythattheylikedverymuch.
In the GEFRAN , I implementednew finance system , Sales Force CRMand also Miller Heimann sales
metadolgyintoour local sales.
After the GEFRAN I found very professional two comğanies thta they wanted to enter to Turkish market.
These compaines are FRECON and HAIWELL. They are realy perfect compaines in automation sector.
DUHAline borned to create new structure in Turkish market for these new players.
In first 5 months we achived 5 system partners and distribitors 2 big OEMs. Our aim to covwr all territory
with system partners network to create ready sales network for future with minimum cost.