GolfOkay Internal GTM Brief
Strategy: Automate → Scale Direct → Profit Fast Horizon: 90 days to validation, 12 months to profitability Capital: ฿5M for 12-month runway
One-Sentence Strategy
Automate Tan’s existing golf tour operation to process 20-30 packages in 90 days (56-64K revenue), reach profitability through direct package sales—not building SaaS for competitors.
Market Context
- 700K golf tourists visit Thailand annually, spending ~฿100K per trip (historical 2011 estimate)
- Majority of bookings handled by agents via manual workflows (phone/LINE/email)
- Only a minority of courses have modern APIs; majority still manual
- Incumbents (Club Thailand Card, Golfasian, GolfNow) have weak digital offerings
- GolfOkay = Tan’s TAT-licensed company: Can sell packages as seller-of-record immediately
Why Direct Sales (Not B2B SaaS)
Economics:
- B2B SaaS: 300/month)
- Direct sales: 800 margin)
Unit economics per package:
- Package value: ฿100K (~$3,000)
- Commission 15%: ~$450
- Transport margin: ~$200
- Ancillaries: ~$100-200
- Total margin: ~$750-850
Path to profitability:
- 20 packages in 90 days = $15-17K revenue
- 75 packages/month by Month 9 = $56-64K revenue
- Break-even at ~50-60 packages/month
90-Day Execution Plan
Weeks 1-2: Foundation
- Sign 2 aggregator MOUs (instant inventory: 200-500 courses)
- Lock automation scope: LINE → quote → booking → ops
- Staff ops coordinator ฿30K/month (manual desk coverage)
- Integrate PromptPay + card payment rails
Weeks 3-6: Build & Ship
- Ship automated booking flow v0.1
- Process first 5 packages through system
- Validate unit economics, manual desk SLAs
Weeks 7-10: Scale
- Process 10-15 packages
- Hit 50-65% workflow automation
- Transport attach rate ≥40%
Weeks 11-13: Prove
- Process 20-30 total packages
- Revenue: $15K-17K (packages + transport)
- CSAT ≥4.6/5, <24hr quote SLA
Team & Capital Structure
Equity:
- CTO: 35% (4-year vest, 1-year cliff)
- CEO (Tan): Equal or higher
- Investor: Remaining
Compensation:
CTO:
- ฿330K signing bonus
- ฿100K/month base
- Profit share reaching ฿200K+/month after Month 3 if metrics achieved
CEO (Tan):
- ฿100K/month base
- Profit share reaching ฿200K+/month after Month 3 if metrics achieved
Team:
- Ops manager: ฿30K/month (month 1)
- Developer: ฿50K/month (month 2)
- Both get equity sweetener
Performance milestones:
- Month 3: 15+ packages, economics validated, 50%+ automation
- Month 6: 30+ packages/month run rate, 2 aggregators live
- Month 9: 60+ packages/month, revenue covers 40%+ costs
Burn rate:
- Months 0-3: ~฿390K/month (including signing bonus amortization)
- Months 4-12: ~฿280-480K/month (depending on profit share achievement)
- 12-month runway on ฿5M
Technology Stack
Automation (50-65% workflows):
- FAQ handling: 85%+ achievable
- Simple bookings: 65%+ achievable
- Manual desk handles complex packages, exceptions
Integration:
- Aggregator APIs: Golfsavers, GolfThai (instant inventory)
- Direct course relationships where beneficial (better rates)
- Manual desk for 50-55% courses still using phone/LINE
- Accept hybrid reality—not trying to API-connect everything
Payments:
- PromptPay QR (0.8-1.5% fees, local preference)
- International cards (inbound tourists)
- E-voucher system for manual workflows
GTM Phases
Phase 1 (Months 0-3): Automate Tan’s Operation
- Build internal tools (not products to sell)
- Process 20-30 packages through automated system
- Validate unit economics
Phase 2 (Months 3-9): Scale Direct Sales
- Aggregator partnerships live (200-500 courses)
- Consumer marketing (LINE bots, SEO, expat targeting)
- 50-100 packages/month by Month 9
Phase 3 (Months 9+): Selective B2B (If Beneficial)
- White-label tools for courses (free, for better inventory)
- Hotel concierge portals (drive volume, not SaaS revenue)
- Agent partnerships only if they bring qualified demand
NOT building: SaaS products for competing agents
KPIs to Track
90-day targets:
- Revenue: $15-17K
- Volume: 20-30 packages
- Automation: 50-65% workflows
- Proof: Unit economics validated
Month 9 targets:
- Volume: 75+ packages/month
- Revenue: $56-64K/month
- Margin: 40-50%
- Break-even visibility clear
Operational:
- Quote SLA: <24hr
- CSAT: ≥4.6/5
- Transport attach rate: ≥40%
- Automation coverage: 50-65% simple workflows
Governance & Decision Rights
CTO: Full autonomy over tech stack, product roadmap, vendor selection
CEO: Handles sales, partnerships, investor relations
Conflicts: 48hr discussion → investor decides if unresolved
Pivot: Major strategy changes require CTO agreement
Exit terms:
- 60-day notice either party
- Vested equity retained
- Terminated without cause: 3 months severance + 25% unvested accelerated
Critical Questions to Validate
- Tan’s current monthly package volume and revenue?
- Customer acquisition channels (what’s working now)?
- Confirmed aggregator/course partnerships (vs prospective)?
- GolfOkay.co actual metrics (traffic, conversion, bookings)?
- How does platform revenue integrate with existing operations?
Success Criteria
Quarter 1 (Month 3): 15+ packages processed, unit economics validated, automation working
Quarter 2 (Month 6): 30+ packages/month sustained, aggregators live, team operational
Quarter 3 (Month 9): 60+ packages/month, revenue covering 40%+ costs, path to profitability documented
Month 12: Break-even or clear runway extension based on proven traction
Why This Works
- TAT license active → no regulatory blockers
- Direct sales economics superior to SaaS (300/month)
- Hybrid integration accepts market reality (50-55% courses manual)
- Fast path to validation (20-30 packages in 90 days)
- Clear profitability milestones (75 packages/month = $56-64K revenue)
- Strong team incentives (35% equity, performance bonuses, equal partnership)
The path to profitability is packages, not SaaS seats.