Who Leitagu is for

Leitagu serves three groups: shoppers in Estonia who are furnishing or refreshing a home, the furniture stores whose products it shows, and the Leitagu team that runs it. This page describes each group's segments, the job they need done, how Leitagu helps today, and what success looks like. Where Leitagu does not yet do something a group needs, the page says so.

#Shoppers

The primary user is an adult in Estonia who wants a new piece to go with what they already have. The core job, in their words: "Find something I can buy from an Estonian store that matches this, fits my space and budget, without opening ten store websites."

The four segments below are the personas from the product requirements. They overlap: one person can be a redecorator this year and a sale hunter next year.

#New-flat mover (Kadri, 29)

Kadri has just bought or rented a flat in Tallinn and has several rooms to furnish within weeks. She has a floor plan and measurements but little furniture.

• Job to be done. When I move into a new flat, help me furnish several rooms quickly so that everything fits and looks like it belongs together, within my budget.
• How Leitagu helps today. Room templates and the room editor, the "What could go here?" suggestions based on free wall and floor space, the "take it home today" filter for moving week, and several chats at once (one per piece or room).
• Not there yet. A room-by-room plan with a total budget is planned, not built.
• Success looks like. Every room has the pieces it needs within weeks, nothing turns out too big at delivery, and the rooms look coherent.

#Redecorator (Toomas, 46)

Toomas lives in a furnished house and wants to replace or add single pieces that match what he already has, for example a sideboard in the same light oak as the dining table. This persona is closest to the founder's own use.

• Job to be done. When I add or replace a piece, find one that matches my existing furniture in tone, finish and style and fits the gap, so I can buy it with confidence.
• How Leitagu helps today. Saved rooms with his existing pieces and their attributes, tapping a piece to search based on it, "Replace" to search for a piece that takes another's place, attribute-by-attribute matching with a one-line reason, the wood-look foil flag, and the "see it in a store first" filter.
• Not there yet. Matching does not use images, and real store products are not in the catalogue yet. See Problems we solve.
• Success looks like. He finds a piece he would buy without visiting five stores, and it looks right next to his table when it arrives.

#Couple furnishing together (Liis and Marko, 34 and 36)

Liis and Marko decide together, often on separate phones, and have different tastes.

• Job to be done. Help us agree on pieces we both like, looking at the same options.
• How Leitagu helps today. Rooms, chats and favourites are saved per account, and a room can be reused in any chat. Favourites work as a shortlist.
• Not there yet. Shared lists, invitations, votes and comments are planned for after the beta. Today there is no way to share a room or list between two accounts.
• Success looks like. Both see the same shortlist with current prices and settle on a choice without sending screenshots back and forth.

#Budget and sale hunter (Anna, 24)

Anna is a student or part of a young family. She is flexible on style, strict on price, open to flat-pack furniture, and waits for sales.

• Job to be done. Find the cheapest piece that is good enough and fits, and buy it at the right moment.
• How Leitagu helps today. Budget questions and price limits, "Cheapest first", "On sale only", sale prices with the old price shown, flat-pack in free text ("ise kokku"), and favourites that show how the price has changed since she saved them.
• Not there yet. Price-drop alerts by email are planned. Second-hand listings are a later option and an open question.
• Success looks like. She furnishes a room within budget and doesn't miss a sale on a piece she was watching.

#Across all segments: "I need it now"

Some needs are about timing rather than taste: moving day, guests arriving, a broken piece. Anyone in any segment can be in this situation. Leitagu asks "How soon do you need it?" and can show only products in stock in the shopper's city today, or on display in a store nearby. See Problems we solve.

#Furniture stores

Leitagu doesn't sell anything. Its value to stores is sending them shoppers who have already decided on size, budget, look and timing. See Why join Leitagu for the full case.

Stores have their own app, the partner app (partner.leitagu.ee), where they connect their product data, correct it, see what shoppers do with their products and manage their team. See the partner integrations guide and Analytics definitions.

No store is a partner yet. The jobs and success measures below are our working assumptions about what stores need; they will be checked in conversations with stores.

#Large chains and interior department stores

Large stores have big catalogues, several locations and usually an existing product feed for Google Shopping or Facebook catalogues.

• Job to be done. Reach shoppers who are ready to buy and send them to the right product page, with little integration effort.
• How Leitagu helps. It can sync an existing feed or a Shopify store every hour or every day. It shows per-city stock and showroom availability, so having the piece in a store nearby becomes a reason to choose that store. "Open in store" links straight to the product page.
• Success looks like. A measurable number of shoppers clicking through to their product pages, products shown accurately, and no ongoing manual work. The partner app shows the store visits and the data problems.

#Small shops

Small shops have smaller catalogues and often no product feed or marketing budget.

• Job to be done. Be found next to the big chains when their product is the better match.
• How Leitagu helps. Ranking depends on how well a product matches, not on store size or payment. A shop without a feed can fill in Leitagu's CSV template and upload it in the partner app.
• Success looks like. Their pieces appear when they match, and shoppers who click through are ready to buy.

#Makers and made-to-order workshops

Makers build furniture to order, often in solid wood, and delivery takes longer.

• Job to be done. Reach shoppers who care about real wood, a particular wood species or a particular style, and who are willing to wait for it.
• How Leitagu helps. Leitagu matches material and wood species and labels wood-look foil, so solid wood and veneer are not mixed up with foil. Delivery time is shown honestly; shoppers who choose "doesn't matter" for timing still see made-to-order pieces.
• Limits. Shoppers who choose "take it home today" or "delivered within 2 weeks" won't see made-to-order pieces, by design. Leitagu has no features specific to makers yet.
• Success looks like. Enquiries and orders from shoppers who wanted exactly what they make.

#The Leitagu team

The team keeps the catalogue accurate, checks match quality and learns whether the product works.

#Product and founder

• Job to be done. Find out whether people find matches they would buy, and improve the product until they do.
• Measures (from the requirements). The main measure is the share of sessions in which the shopper says they found something they would buy (the "found a match" rate); the target will be set after the first 20 sessions. Supporting measures are click-throughs to a store per session, the thumbs-up rate on the top five results (feedback buttons are not built yet), and retention: the share of users who save a favourite, create an alert (not built yet) or come back within 30 days.
• What the admin panel shows today. Users and new users in the last 7 days, chats, user messages, rooms, products (and how many are example data), store clicks in the last 30 days, the most clicked-through products and the products most often kept in rooms. The Stores page adds impressions and store visits per store over the last 30 days.

#Catalogue and operations

• Job to be done. Keep products correct and current.
• Tools today. The admin panel lets admins add, edit, hide and delete products, with a live preview; for products from a store's data connection, edits are kept as corrections and deleting is replaced by hiding. Stores can be paused, which takes all their products off the shop. Example products are flagged and counted separately. Its Stores page (Poed) lists every store with its products, members and data connections, creates new stores, and makes the invite links that give a store's staff access to the partner app. Admins can open any store's pages in the partner app to help. Once a store has a data connection, its own data keeps the products current, and changes made to synced products in the admin panel are overwritten by the next sync.

#Partnerships and research

• Job to be done. Find the stores and makers that would suit Leitagu best, and bring them on board.
• Tools today. The research CRM (crm.leitagu.ee) holds every company we might work with as a lead: facts with their sources, contacts, notes, calls, tasks and a pipeline from new to partner. It ships with a dataset of 99 Estonian furniture companies, collected from search results and still to be verified. "Make a partner" creates the company's store for the partner app. See Internal CRM.

#Support and quality review

• Job to be done. Understand what a shopper saw when something went wrong, and spot bad matches.
• Tools today. Read-only views of every chat and room. Every time an admin opens a user's chat, room or profile, it is written to an audit log.

#Engineers and AI agents

• Job to be done. Change Leitagu without breaking what it promises to shoppers and stores.
• What helps. This hub describes behaviour as built, and the principles say what must not change. The technical pages are listed on the hub's start page, and every page is also available as Markdown; see Reading this hub as an AI agent.

#Related pages

• Problems we solve
• How it works
• Why join Leitagu