Walls To Go

CEO Package


A Scalable Platform in Decorative Wall Systems
Walls-To-Go is a concept focused on scalable, design-driven wall systems for the home improvement market. Built on years of experience in custom wall design, the business is positioned to grow through a dealer's expansion model.

The CEO Position and Partnership Opportunity
We offer a CEO role with equity participation in a regional branch, focused on developing dealer networks and driving local growth. The goal is to onboard at least 30 active dealers within the first year and demonstrate consistent sales traction, with the potential to evaluate and sell the business to a strategic investor within 24 months.
The cash flow model (see below) targets $4.2M in annual sales and $1.2M in EBITDA, with an expected business valuation of $6–12M (depends on the exit strategy) within 24 months.

Our plan includes operating branches as profit centers, generating profit by reselling products, while we handle drop-shipping directly to dealers’ customers. We allocate the majority of value creation to the branches to accelerate their growth.

Exit Strategy
With the successful development of branches and subsequent positioning as a franchise, we may achieve an exit valuation of 10–12x EBITDA, compared to the typical 3–5x EBITDA valuation for a standalone operating business.

Why It Stands Out
  • Highly visual, consumer-friendly category with strong DIY appeal
  • Real product with proven market demand
  • Scalable model centered on dealer and designer acquisition
  • Strong expansion potential driven by a highly attractive dealer offer
  • A unique dealer platform, not just a product line, including branded dealer websites and promotional support
Why are the Branches so efficient?
We DO NOT resell materials to the Branches for them to resell to Dealers. As we own 80% of the Branches, we TRANSFER all our profits and added value to the Branches to make them as efficient as possible, because the more efficient the Branches, the more they will cost in the end. So, in our business model, the Branches are our only PROFIT CENTERS.

The role of the Branch CEO
The regional CEO, ideally someone with strong dealer-relationship experience, is responsible for field visits and local business development. It's a full-time job that requires effort and performance. Target dealers include furniture and flooring stores, design and remodeling studios, builders, building materials distributors, real estate funds and flippers, and even individual architects and designers.
To help with presentations for each of these categories, we developed marketing messages explaining their benefits to join the program, and the CEO will be equipped with a personal website that explains the concept and supports their sales efforts: www.walls2go.us/dealers
Why Dealers join our Walls To Go Dealer franchise
We offer more than just walls - our system helps Dealers double their sales without needing extra floor space.
  • More Value on the Same Floor Space
    Without requiring additional showroom floor space, our wall system can double your showroom’s sellable value.
  • Higher Revenue per Employee
    Customers prefer complete solutions — wall + furniture, wall + blinds, and more. The same number of salespeople can generate more revenue through a higher ticket value.
  • In-Store Display Walls

    Large-format wall displays capture attention, draw customers into the showroom, and make sales less dependent on the dealer’s selling ability.
  • In-Store TV Demonstration
    Our wall collections and promotional videos are showcased on large TV screens at dealer locations, fully integrated into the wall display. All content is updated automatically over the air.
  • Dealers branded websites
    We expand sales for dealers into the online space: each dealer gets a customized website that they promote in their store. Customers can visit the website at home and buy online. Additionally, we advertise dealers' stores through paid ads.
  • Dropship Logistics
    Franchisees and dealers sell directly from our warehouse. We ship straight to the customer, so they don’t need to manage warehousing or logistics.
Download Dealer's Brochure

Dealer's Showroom Example:
DavidMichael Desigh Studio
2611 E Atlantic Blvd, Pompano Beach, FL 33062

Blinds chain store (another location is in New York) offers premium solutions for windows, doors, and other spaces. Collaborate with designers. Currently, a Walls To Go dealer, providing walls as a great complement to their core product line.
DavidMichael Walls To Go Dealer's Website
Design: "Golden Current" (96" x 199")
Delivered retail price: $1,500
How do we set up Branches?


We structure each Branch as an 80/20 joint venture and offer the CEO a highly motivating compensation package:
  • The CEO receives 5% of current sales from his dealer network (about $200K/y).
  • In addition, from the first month, we set up a Payroll Fund, which may be used to pay payroll to himself, or add more people to the team, for example, to process orders, or supervise dealers ($300K/y).
  • At year-end, the accumulated profit is distributed on a 20/80 basis ($240K/y).
  • At exit, the CEO receives 20% of the sale proceeds attributable to the business, which we believe could achieve a 10–12x valuation under the franchise structure ($2.4 Mil).
Total: $4.5 Mil in 24 Months according to the business plan.

Price Structure and Product Flow
24-Months Cash Flow model for the Branch

Key Assumptions (very pessimistic scenario):

  • 30 dealers will be established within the first year (one dealer set in one week in the first 8 months)
  • Each dealer makes one sale per week in-store, plus (from month 3rd), an additional one sale per week online
  • Average unit economics per wall: Product cost: $450, Dealer price: $1000, Delivered retail price: $2,350
Marco-unit Economics (one Branch)
  • Yearly sales
    $4,200,000
  • EBITDA per year (on the second year)
    $1,200,000
  • The Branch Business Valuation in 24 months
    $6,000,000 - $12,000,000
  • Expected CEO and Branch Team compensation:
    Year One - $450K
    Year Two - $650K
    Exit Bonus - $2.4 Mln
Design: "Luminous Strada" (143" x 120")
Delivered retail price: $2,960
Notes about the CEO's role and
"engagement risk" management
Our goal is to build a strong, win-win partnership in each joint venture at the branch level. We have already invested heavily in product collections, logistics, inventory, a full dealer platform, marketing tools, and a proven B2C sales track record. For CEOs, we need to build strong dealer relationships, distribute our displays, train dealers' sales staff, and make sales efficiently with dealers.

To make the decision easier, we propose that potential CEOs start with a test drive: meeting with two or three potential dealers in your area to gather their feedback on the product, pricing, margins, and marketing tools offered. If you feel comfortable with their feedback, we can proceed to sign the agreements and form the joint venture.

We value your time during this test phase. If you decide not to move forward with the full partnership, you will retain a 8% commission on all sales generated by the dealers you bring in. In that case, you may continue working with us as an independent sales representative in your area, adding dealers at your own pace without the responsibilities of a branch CEO.


The story behind the
Walls To Go concept
The Walls To Go concept grew out of WallPanels.com, which specializes in custom design renovation projects:
  • 10 years on the market in South Florida
  • more than 1,200 realized projects
  • Team of 80 employees
  • $10 Mln in revenue
  • Nearly half a million Instagram subscribers @wallpanels_com
WallPanels.com offers customers in South Florida fully customized projects, including concept development, 3D visualization, revisions, material cutting and manufacturing of custom parts, all-inclusive professional installation, and setup.

Although this model is ideal for premium and high-wealthy people, there is a much larger market of customers who want beautiful designer walls without the high price tag or long delivery timeline.

This demand led to the creation of Walls To Go as an independent project and entity — a scalable concept that makes designer wall systems faster, more accessible, and more affordable.
Compare two different approaches:
- Customized Projects, and
- Pre-designed DIY walls

CUSTOMIZED PROJECTS:

-- Limited to South Florida

-- Require designer

-- Takes 2-6 months to complete

-- Require professional installation

-- Project Cost $30,000 - $500,000

-- Great for deep renovation and wealthy customers

WALLS TO GO CONCEPT:
-- Shipped Nationwide
-- Offer immediate pre-designed visualization
-- Shipped in 2-3 days
-- DIY or handyman installation
-- Retail Cost $1,000 - $3,000
-- Great for homeowners, renters, builders, flippers
Our Team
  • Igor Shternberg, Ph.D.

    A serial entrepreneur with 35 years of experience in manufacturing, distribution, banking, and government. He managed Georgia-Pacific product distribution, worked in McKinsey, led banks, and pioneered the thermo-modified lumber industry in the U.S. Made three previous successful exits. Named to Who’s Who in America in 2024.

  • Eugene Timoshkin

    An executive with over 20 years of experience and a Master’s degree in Management. He has successfully built and led companies across multiple industries, bringing deep expertise in operations, strategic planning, and customer relations—key drivers of Wallpanels.com’s growth.

  • Ihor Kravchenko

    A proven entrepreneur and energetic leader who has built several million-dollar businesses in home improvement and design. He combines strong sales and operational expertise with a visionary approach to brand growth and rapid scaling.

  • Tatiana Ivanova

    Award-winning interior designer, professor at Istituto Marangoni, and founder of the RICH DESIGNER business academy. Creator of the proprietary Investment Design methodology and a trusted business mentor. International Design Awards: 2021, 2022, 2024.

  • Lisette Andrejack

    Serial entrepreneur, designer with a concierge-style design service from concept to install. With more than 10 years of experience in construction, marketing, and sales, she brings deep operational expertise, knows how to inspire teams, attract top talent, and earn the trust of clients.

  • David Milazzo

    An experienced construction entrepreneur with over 20 years of experience leading residential and commercial projects. He has built and managed successful contracting businesses, led large installation teams, and co-invented a nationally distributed product in the outdoor space.
Contact:
Igor Shternberg
612-308-3953
is@wallstogo.com