Capital Choice Office Furniture
An owner-led office furniture dealer replaced its CRM, accounting software, spreadsheets and an outsourced cold-calling service with one operating system it owns.
Capital Choice Office Furniture replaced HubSpot, QuickBooks, a $5,000-a-month outsourced cold-calling service, a pile of spreadsheets and a chaotic inbox with one operating system it built with AI and owns outright. Phillip DiSilvestri, President of Capital Choice, led the build.
What did it replace?
| Line item | Renting (per year) | Owning (per year) |
|---|---|---|
| CRM (HubSpot) | $16,000 | $0 |
| Accounting (QuickBooks) | $5,000 | $0 |
| Outsourced cold calling | $60,000 | $0 |
| Total retired | $81,000 | $0 |
The build took about four months and cost about $12,000. It runs for roughly $140 a month in cloud hosting and AI, for the whole company. Payroll processing stays outside, and an outside accountant still reviews the books.
What does it do, department by department?
Leadership
- A CEO dashboard: revenue, cash, receivables, pipeline coverage and the deals closing this month, for any period.
- A knowledge base of standing rules and decisions that every AI assistant reads before it does anything.
- Improve the OS: anyone asks for a change inside the app, AI writes it, leadership approves. More than 160 changes have shipped this way.
Sales
- Every deal carries a required next action and date; the system reads the email thread and suggests the next one, and the rep clicks to accept.
- Stalled deals and missing confirmations (decision maker, budget, install date) are flagged and discounted from the forecast.
- Complex quotes take hours instead of days, with vendor pricing worked up to markup automatically.
- A bid desk reads bid invitations and follows up with general contractors every three business days.
Marketing and outreach
- An outreach queue with seven-touch cadences replaced the cold-calling service.
- Website leads are graded and routed automatically; an unanswered lead moves to the next rep after two business hours.
- The company website, with 400+ products, a blog and SEO, is edited and published from the same system.
Finance
- General ledger, P&L and balance sheet where every number opens the records behind it.
- AI reads vendor bills out of four mailboxes every 15 minutes into a review queue.
- Bank sync, reconciliation, pay runs, collections reminders, commissions, sales tax and 1099 prep.
Operations
- An 11-stage fulfillment board emails the customer automatically at every stage.
- Vendor acknowledgements are read automatically and matched to purchase orders; backorders are caught early.
- Jobs at risk of missing their date are flagged in one daily digest.
Did anyone lose their job?
No. Every role got at least five hours a week back, and that time went to the work that grows the business.
How long did the Capital Choice system take to build?
About four months the first time, for about $12,000. With the blueprint in hand, the next one takes about a week of discovery and a week of build.
What does it cost to run?
Roughly $140 a month in cloud hosting and AI usage for the whole company, with no per-seat licenses.
The absolute best result you can expect from AI is the quickness of action. It takes away a lot of uncertainty.