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dr.alireza_boorang EP Middle East General Manager

12/10/2026

A successful automation pilot is not, by itself, a reason to scale.

Before expansion, leaders need evidence that results can be repeated under normal operating conditions, that total costs are understood, and that ownership and support are clear.

This full narrated article uses a hypothetical robotic workcell to examine the evidence behind three decisions: expand, revise, or stop.

Read the full article:
https://aliboorang.com/en/articles/automation-pilot-expansion-decision/

Which piece of evidence would decide whether you expand a pilot?

12/10/2026

موفقیت یک پایلوت اتوماسیون، به‌تنهایی مجوز توسعه نیست.

پیش از گسترش، باید روشن شود: نتیجه در شرایط واقعی تکرار می‌شود؟ کل هزینه چقدر است؟ چه کسی مسئول عملکرد و پشتیبانی خواهد بود؟ و چه شواهدی ادامه، اصلاح یا توقف پروژه را توجیه می‌کند؟

در این ویدئو، روایت کامل مقاله را می‌شنوید؛ همراه با یک مثال فرضی از سلول کاری رباتیک و معیارهایی برای تصمیم مدیریتی.

مقالهٔ کامل:
https://aliboorang.com/fa/articles/automation-pilot-expansion-decision/

کدام شاهد برای تصمیم توسعه در سازمان شما تعیین‌کننده است؟

#اتوماسیون #مدیریت

08/10/2026

Consider a hypothetical customer asking for fast delivery, training and priority technical support. The proposed order looks attractive, but the quotation review has focused on the product price.

Before approving the quotation, I want to establish what the customer is actually being promised. Does the business have the people and stock to deliver? Which activities need additional resources? Who has approved the assumptions?

The answer could strengthen the proposal. A clearer service scope might give the customer more confidence and allow the supplier to price the commitment properly. It could also reveal a promise that should be revised before anyone depends on it.

This is a useful place for sales and operations to work together. Each has information the other needs for a sound decision.

The objective is to agree to work that the company understands and can support. If an extra commitment is a deliberate investment in the relationship, give it a budget and a point of review.

Which operational question would you want answered before approving a demanding customer promise?

فرض کنید مشتری، تحویل سریع، آموزش و اولویت در پشتیبانی فنی می‌خواهد. سفارش جذاب است، اما جلسهٔ بررسی پیشنهاد فقط بر قیمت محصول تمرکز کرده است.

من ابتدا روشن می‌کنم دقیقاً چه تعهدی به مشتری داده می‌شود. آیا شرکت نیروی لازم و موجودی کافی دارد؟ کدام فعالیت منابع اضافی می‌خواهد؟ چه کسی فرض‌های اجرایی را تأیید کرده است؟

پاسخ می‌تواند پیشنهاد را قوی‌تر کند. تعریف روشن خدمات، شاید هم اطمینان بیشتری به مشتری بدهد و هم قیمت‌گذاری درست را ممکن کند. ممکن است هم تعهدی را آشکار کند که باید قبل از اتکای مشتری به آن اصلاح شود.

اینجا محل همکاری فروش و عملیات است. هر کدام اطلاعاتی دارند که دیگری برای تصمیم درست به آن نیاز دارد.

هدف این است که شرکت کاری را بپذیرد که حدود آن را می‌شناسد و می‌تواند پشتیبانی کند. اگر تعهد اضافی، سرمایه‌گذاری آگاهانه روی رابطهٔ مشتری است، بودجه و زمان بازبینی آن را مشخص کنیم.

شما پیش از تأیید یک تعهد سنگین به مشتری، پاسخ کدام پرسش عملیاتی را لازم می‌دانید؟

01/10/2026

When a company grows, I want to understand what it has gained and what it has committed.

Here is a hypothetical example. Sales rise from $10 million to $12 million, while gross margin falls from 25% to 22%. Gross profit increases from $2.5 million to $2.64 million. That is 5.6% more gross profit on 20% more sales, before considering changes in overhead or financing.

The result needs an explanation. Perhaps the company entered a useful new segment. Perhaps it accepted concessions without examining their full cost. The same headline can sit above very different decisions.

A useful review would identify the reason for the margin change and examine whether the additional business can be served and funded on acceptable terms.

That gives management a basis for deciding where to invest more, which terms to change and what needs further evidence. Judging growth solely by the sales increase leaves those decisions unresolved.

I want the next target to reflect what we have learned about the business we are winning.

وقتی شرکتی رشد می‌کند، می‌خواهم بدانم چه چیزی به دست آورده و چه تعهدی پذیرفته است.

یک مثال فرضی: فروش از ۱۰ به ۱۲ میلیون دلار می‌رسد، اما حاشیهٔ سود ناخالص از ۲۵ به ۲۲ درصد کاهش می‌یابد. سود ناخالص از ۲٫۵ به ۲٫۶۴ میلیون دلار می‌رسد؛ یعنی رشد ۵٫۶ درصدی سود ناخالص در برابر رشد ۲۰ درصدی فروش. تغییر هزینه‌های سربار و تأمین مالی هنوز بررسی نشده است.

این نتیجه به توضیح نیاز دارد. شاید شرکت وارد بخش ارزشمندی از بازار شده باشد؛ شاید هم امتیازهایی داده که هزینهٔ کامل آن‌ها بررسی نشده است. پشت یک عدد مشابه، تصمیم‌های بسیار متفاوتی می‌تواند قرار داشته باشد.

بازبینی مفید باید علت تغییر حاشیه را روشن کند و بسنجد آیا کسب‌وکار جدید با شرایط قابل قبول، قابل اجرا و تأمین مالی است.

بعد می‌توان تصمیم گرفت کجا بیشتر سرمایه‌گذاری کنیم، کدام شرایط را تغییر دهیم و چه چیزی به شاهد بیشتری نیاز دارد.

می‌خواهم هدف بعدی براساس آنچه دربارهٔ سفارش‌ها و مشتریان جدید فهمیده‌ایم تعیین شود.

#مدیریت

Working alongside and the excellent team at has been one of the highlights of this year’s exhibition.The introduction...
05/06/2026

Working alongside and the excellent team at has been one of the highlights of this year’s exhibition.

The introduction of EP Equipment’s latest Autonomous Material Handling Solutions to the Turkish market generated exceptional interest from customers and industry professionals. The discussions we had throughout the event confirmed that warehouse automation, AI-driven operations, and smart intralogistics are becoming key priorities for the future.

Thank you to Beytullah and the entire Litef organization for their professionalism, dedication, and outstanding ex*****on. Together, we continue to drive innovation and create new opportunities for our customers across Türkiye and the Middle East.

Ali Boorang
President – Turkey & Middle East
EP Equipment

AI Robotics MaterialHandling Intralogistics SmartWarehouse Logistics SupplyChain Industry40 Turkey Istanbul Leadership Innovation FutureOfLogistics LithiumForklifts Automation EPEquipmentTurkey LitefTurkey Warehousing LogisticsSolutions BusinessLeadership Technology IndustrialAutomation Expo MiddleEast Türkiye

03/06/2026

🚀 Day 1 at KOMATEK 2026 – Istanbul

A fantastic start at KOMATEK 2026 with our partner .

We were delighted by the strong interest shown by visitors towards EP Equipment’s latest technologies, especially the first-ever introduction of our autonomous solutions to the Turkish market:

🔹 XQE122 Autonomous Forklift
🔹 XPL201 Autonomous Pallet Truck

The positive feedback and excitement from industry professionals confirm that the future of warehousing in Türkiye is becoming more intelligent, automated, and efficient.

A special thank you to Beytullah and the entire team for their outstanding professionalism and excellent organization.

Looking forward to meeting more customers and partners over the coming days.

Ali Boorang
President – Turkey & Middle East | EP Equipment

AI Robotics MaterialHandling Forklift Logistics SupplyChain Turkey Istanbul XQE122 XPL201 FutureOfLogistics SmartWarehouse Automation

🏭 The forklift is rarely the biggest challenge in a warehouse.After visiting hundreds of warehouses across Türkiye and t...
02/06/2026

🏭 The forklift is rarely the biggest challenge in a warehouse.

After visiting hundreds of warehouses across Türkiye and the Middle East, I’ve learned that productivity is often determined by something far more important:

📏 Warehouse Layout

Aisle width, rack configuration, traffic flow, material movement, and automation readiness all have a greater impact on operational efficiency than many organizations realize.

As Autonomous Forklifts, AMRs, and AI-powered warehouse solutions continue to transform our industry, one fact remains unchanged:

⚠️ Automation does not fix a poor layout. It exposes it.

The most successful operations are no longer asking:

❌ “Which forklift should we buy?”

They are asking:

✅ “How should we design our warehouse for the next decade?”

At EP Equipment, we believe the future of intralogistics will be defined not only by equipment, but by how intelligently products, people, data, and autonomous systems move through the operation.

🚀 The future belongs to smart warehouses.

— Dr. Ali Boorang
President – Turkey & Middle East | EP Equipment

SmartWarehouse ArtificialIntelligence AI Automation Intralogistics MaterialHandling SupplyChain Logistics Industry40 DigitalTransformation WarehouseDesign ElectricForklift FutureOfLogistics Robotics AutonomousLogistics Turkey MiddleEast Innovation Technology Manufacturing DistributionCenter LogisticsSolutions SupplyChainManagement Forklift Warehousing

⸻🏭 The forklift is rarely the biggest challenge in a warehouse.After visiting hundreds of warehouses across Türkiye and ...
02/06/2026

⸻

🏭 The forklift is rarely the biggest challenge in a warehouse.

After visiting hundreds of warehouses across Türkiye and the Middle East, I’ve learned that productivity is often determined by something far more important:

📏 Warehouse Layout

Aisle width, rack configuration, traffic flow, material movement, and automation readiness all have a greater impact on operational efficiency than many organizations realize.

As Autonomous Forklifts, AMRs, and AI-powered warehouse solutions continue to transform our industry, one fact remains unchanged:

⚠️ Automation does not fix a poor layout. It exposes it.

The most successful operations are no longer asking:

❌ “Which forklift should we buy?”

They are asking:

✅ “How should we design our warehouse for the next decade?”

At EP Equipment, we believe the future of intralogistics will be defined not only by equipment, but by how intelligently products, people, data, and autonomous systems move through the operation.

🚀 The future belongs to smart warehouses.

— Dr. Ali Boorang
President – Turkey & Middle East | EP Equipment

⸻

SmartWarehouse ArtificialIntelligence AI Automation Intralogistics MaterialHandling SupplyChain Logistics Industry40 DigitalTransformation WarehouseDesign ElectricForklift FutureOfLogistics Robotics AutonomousLogistics Turkey MiddleEast Innovation Technology Manufacturing DistributionCenter LogisticsSolutions SupplyChainManagement Forklift Warehousing

🚀 The Future of Warehousing Starts Here.The logistics industry is evolving faster than ever. Automation, Artificial Inte...
01/06/2026

🚀 The Future of Warehousing Starts Here.

The logistics industry is evolving faster than ever. Automation, Artificial Intelligence, and autonomous material handling solutions are no longer future concepts — they are becoming essential tools for improving productivity, safety, and operational efficiency.

At KOMATEK 2026, together with our valued partner Litef, I will be hosting visitors and industry professionals to explore the latest innovations from EP Equipment, including:

🔹 AI-Powered Warehousing Solutions
🔹 Autonomous Warehousing Equipment
🔹 Next-Generation Lithium Technology
🔹 Smart Intralogistics Solutions
🔹 Warehouse Automation & Robotics

If you are looking for ways to optimize your operations, reduce costs, and prepare your business for the future, I would be delighted to meet you in Istanbul.

📍 KOMATEK 2026
📍 Litef Booth | Hall 6 – Booth 609
📅 3–6 June 2026

Looking forward to connecting with logistics leaders, warehouse professionals, distributors, and technology enthusiasts from across Türkiye and beyond.

Ali Boorang
President – Turkey & Middle East
EP Equipment

EPEquipment WarehouseAutomation AI ArtificialIntelligence AutonomousWarehouse AutonomousEquipment Logistics Intralogistics SupplyChain MaterialHandling Forklift LithiumForklift WarehouseSolutions Robotics Industry40 Endustri40 DepoOtomasyonu Lojistik Teknoloji Innovation Manufacturing SmartWarehouse Automation TurkiyeSanayi FutureOfLogistics

Happy Mother’s Day to all the amazing mothers in the EP Equipment family. ❤️🌸Your love, strength, and care inspire the f...
10/05/2026

Happy Mother’s Day to all the amazing mothers in the EP Equipment family. ❤️🌸

Your love, strength, and care inspire the future every day.
Thank you for being the heart behind every success.

Care Respect Growth TeamSpirit FamilyValues WomenEmpowerment TogetherWeGrow MaterialHandling Intralogistics MiddleEastBusiness

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