GolfOkay Knowledge Vault

investor_pitch

5 min read

GolfOkay Strategic Framework

Automate → Scale Direct → Profit Fast

Market Opportunity

Key Metrics

  • 700K Golf tourists annually
  • ~฿100K Spend per trip (3x average tourist) - historical 2011 estimate
  • ~300 Golf courses (150-200 international)

Distribution reality: Majority of bookings via agents using phone/LINE/email. Only a minority of courses have modern APIs. Fragmented, manual workflows dominate.

Competitor weakness: Club Thailand Card (15K members, legacy UX), Golfasian (192K customers, email-only), GolfNow (weak local penetration). No unified platform with real-time booking + transport + accommodation.

Current State: Licensed & Operational

GolfOkay = Tan’s TAT-licensed company. Can sell packages immediately as seller-of-record. Thai entity structure complete.

Infrastructure ready:

  • PromptPay: 81M users, 0.8-1.5% fees vs 3%+ cards
  • Digital wallets: 22% of POS transactions
  • Visa expansion: 93 countries, 60-day stays (doubled from 30-day)
  • Investor’s transport/concierge network (immediate ancillary revenue)

Current operation: Tan processes packages manually (LINE inquiries → quote → booking → confirmation). Limited by manual capacity, not demand or license status.

Strategy: Direct Package Sales

Not building SaaS for competitors. Building automation to scale Tan’s direct package sales. 300/month SaaS seat. Path to profitability is packages, not software licensing.

Phase 1 – Automate Tan’s Operation (Months 0-3)

Build internal tools (not products to sell):

  • LINE/WhatsApp → CRM capture
  • Quote builder with templates + price rules
  • Automated booking flow (aggregator APIs + manual desk)
  • E-voucher issuance
  • Payment links (PromptPay + cards)
  • Operations board (driver assignment, course confirmations)

Goal: Process 20-30 packages in 90 days with 50-65% workflow automation.

Revenue: Direct package sales (~$1,000/package margin) + transport ancillaries.

Phase 2 – Scale Direct Sales (Months 3-9)

Increase package volume:

  • Sign 2 aggregator partnerships (immediate inventory: 200-500 courses)
  • Direct course relationships (better rates via volume commitments)
  • Consumer marketing (LINE bots, SEO, targeted ads to expat/tourist segments)

Target: 50-100 packages/month by Month 9

Profitability: $50K-100K monthly revenue with 40-50% margins

Phase 3 – Selective B2B (Months 9+, If Beneficial)

Only if it accelerates direct sales:

  • White-label tools for courses (free, in exchange for preferred inventory)
  • Hotel concierge portals (drive package volume, not SaaS revenue)
  • Agent partnerships where they bring qualified demand

Unit Economics

Per Package Margin

  • Average package value: ฿100K (~$3,000)
  • Commission (15%): ~$450
  • Transport margin: ~$200
  • Ancillaries: ~$100-200
  • Total margin: ~$750-850/package

Revenue Targets

  • $15-17K 90-day revenue target (20 packages)
  • $56-64K Month 9 revenue (75 packages)

Compare: Direct sales approach (3-4K MRR).

90-Day Execution Plan

Weeks 1-2: Foundation

  • Sign 2 aggregator MOUs (immediate inventory)
  • Lock automation scope (LINE → quote → booking → ops)
  • Staff 0.5 FTE operations coordinator (manual desk)
  • 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 automation targets (50-65% simple workflows)
  • Transport attach rate ≥40%

Weeks 11-13: Prove

  • Process 20-30 total packages
  • Revenue: $15K-17K from packages + transport
  • CSAT ≥4.6/5, <24hr quote SLA
  • Updated pricing study (replace 2012 baseline)

90-Day KPIs

  • Revenue: $15K-17K (package sales + ancillaries)
  • Volume: 20-30 packages processed
  • Automation: 50-65% workflows automated
  • Proof: Validated unit economics, profitable path visible

Capital Structure & Team

Total committed capital: ฿5M (~$150K USD) for 12-month runway

Equity Structure

  • CTO: 35% (4-year vest, 1-year cliff, early exercise allowed)
  • CEO (Tan): Equal or higher ownership
  • Investor: Remaining stake

Compensation

CTO:

  • ฿330K signing bonus (debt clearance, setup costs)
  • ฿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 Hires:

  • Operations manager: ฿30K/month starting month 1 (+ equity)
  • Developer: ฿50K/month starting month 2 (+ equity)

Performance Milestones (Profit Share Triggers)

Month 3:

  • 15+ packages processed through automated system
  • Unit economics validated (฿20K+ avg margin/package)
  • 50%+ workflow automation achieved

Month 6:

  • 30+ packages/month sustained run rate
  • 2 aggregator partnerships signed and active
  • Team fully operational

Month 9:

  • 60+ packages/month run rate
  • Revenue covering ≥40% operating costs
  • Clear path to profitability documented

Burn Rate

  • Months 0-3: ฿390K/month ($11.7K) including signing bonus amortization
  • Months 4-12: ฿280-480K/month ($8-14K) depending on profit share achievement
  • 12-month runway with ฿5M commitment

Governance

  • 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

  • Either party: 60-day notice
  • Vested equity retained, unvested forfeited
  • Terminated without cause: 3 months severance + 25% unvested accelerated

Questions to Validate

Current Traction

  1. Tan’s actual monthly package volume and revenue?
  2. Customer acquisition channels (what’s working now)?
  3. Confirmed aggregator/course partnerships vs prospective?
  4. GolfOkay.co metrics (traffic, conversion, bookings)?

Revenue Model

  1. How does platform revenue integrate with Tan’s existing operations?
  2. Revenue attribution (which bookings flow through platform vs manual)?

Summary

Opportunity: Real. 700K golf tourists, ฿100K/trip, fragmented market, weak incumbents.

Strategy: Direct package sales. Automate Tan’s operation, scale volume, reach profitability fast. Not building SaaS for competitors—processing packages yourself.

Execution: Clear 90-day path. Automate workflows → process 20-30 packages → $15K-17K revenue → validate unit economics.

Terms: Defined above. 35% equity, ฿100K base + profit share (฿200K+/month from Month 3), ฿5M capital, 12-month runway.

To Validate Before Final Decision

  1. Tan’s current monthly package volume and revenue
  2. Customer acquisition channels working now
  3. Confirmed vs prospective aggregator/course partnerships
  4. GolfOkay.co actual metrics (traffic, conversion, bookings)

The path to profitability is packages, not SaaS seats.

20 packages in 90 days = $15K-17K revenue. 75 packages by Month 9 = path to profitability clear.

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