Case Study

Confluence: Building a diverse clientele base

No. of years of association: 3


We began a professional relationship with Confluence, an architectural and interior design firm, in 2019. This 23-year-old established firm was founded by Vineeta Singhania Sharma and Vishal Sharma.


The overall vision of the firm was fragmented and not holistic. The founders did not possess a background of Management and Finance due to which the Firm’s growth was more organic and plateaued. The Firm like many others was at that time affected by a major fall in the Realty sector and further due to demonetization. They were restricted to a particular region and clientele, and their customer base lacked diversity. They’d been at this business level for about four to five years and wanted diversified clientele as well as to grow exponentially both in terms of diversity of business and revenue.


Methods used in the intervention included vision with strategy alignment, leadership competency mapping, client segmentation using *Name and Money metrics, and the *C5Q framework. Confluence was able to attract clients from various segments within one year of engagement. It was made possible through weekly interaction with the founders using the Creatnet frameworks, market segmentation metrics, and the founders’ perseverance. Furthermore, new hires for the right competencies increased confidence in delivering results.

I am glad that we have CLL as our business coach! CLL has been instrumental in translating our business vision into tangible goals. Through their work with us, they have been able to align all the leaders towards a common vision which in itself was a big leap towards the success of Confluence. The ‘C5Qs ‘ sessions continue to help us to generate alternative scenarios on how every situation can be effectively dealt with. Their unmatched insight into administration, systems, and operations has enabled leadership development from within and further allowed for delegation of work which in turn opened up the opportunity to focus on the most important initiatives for growth. Their input towards business goals and objectives has helped us grow both personally and professionally as well as steer forward.
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