As the second half of 2025 begins, the volatility in economic indicators forces companies to review both their operational and strategic planning.
Deviations have emerged between the macro parameters forecast at the start of the year (exchange rates, interest rates, inflation, etc.) and the current actuals. These deviations are expected to continue throughout the rest of the year.
To help businesses manage this period more soundly, I consider the following topics critical:
1. Cash Flow and Liquidity Management
The rise in loan interest rates and the increasing difficulty of access make liquidity a strategic priority.
Recommendation: Weekly cash flow projections should be made, and the payment-maturity balance should be tightly controlled.
The cash position should be tracked as a fundamental KPI for the sustainability of business models.
2. Investment and Financing Strategies
VC investments in Türkiye contracted by more than 40% in Q1 2025 (source: Startups.watch).
Funds have a low risk appetite; therefore, access to public support (TÜBİTAK, KOSGEB, development agencies) should be prioritized.
For exporters, rediscount credit can be an effective instrument.
3. Human Resource Optimization
Personnel costs make up an average of 40% of total expenses.
Hiring plans should be reassessed, and only positions with a high ROI should be opened.
Alternatively: performance-based flexible working models can be tried.
4. Segmentation and Channel Efficiency
The sales and marketing budget should be shifted toward high-margin segments with a fast sales cycle.
Low-return and long-term segments should be temporarily deactivated.
Referral models and business partners (B2B channels) should be restructured.
5. Artificial Intelligence and Operational Efficiency
AI Agents offer ROI-focused improvements, especially in sales, marketing and customer service processes.
The use of these tools should be made systematic and measurable rather than experimental.
6. Focus on Existing Customers
The 80/20 rule is even more critical in this period: dedicated service models should be developed for the customers who provide the bulk of revenue.
Customer Lifetime Value (CLTV) and churn rates should be monitored carefully.
7. Internal Communication and Transparency
The uncertainties of the period can create anxiety among employees.
Weekly briefing meetings and goal-oriented KPI sharing increase motivation and reduce rumors.
