Pawoot started his company TARAD in 1999 with 3 friends. Over 13 years it grew to 120 employees in 3 companies providing e-commerce, digital marketing, and analytics services. In 2009, TARAD joined with Japanese company Rakuten, becoming one of the top 8 internet companies worldwide. Pawoot shared his experience growing from a small startup to a large company, emphasizing the importance of planning, execution, partnerships, and expanding locally before going global.

1. How to Startup Company from 1
people to 100 people
Pawoot P. - Thailand
www.Pawoot.com
Tweet about me > @Pawoot

2. Who Am I?

3. Profile of Company CEO
■ Name： Pawoot (Pom) Pongvitayapanu
■ Managing Director & Founder TARAD DOT COM Co ., Ltd. ( TARAD.com)
Current： TARAD Solution Co.,Ltd. (Winter Egency)
President & Founder Thai E-Commerce Association
Consultant Thai Webmaster Association
Consultant APEC IBIZ : Thailand Productivity Institute
Columnist Bangkok Biz News Newspaper, SME Magazine
Radio Host FM 102 Nation Radio. Every Sunday 4.00PM
Teacher Silpakorn University. ICT Faculty
■ Education： 2007 – 2009: Master Degree 2 : Executive MBA : Sasin Graduate Institute Chulalongkorn University
2000 – 2001: Master Degree 1 : Internet & E-Commerce : Assumption University
1993 – 1998: Bachelor Degree : Architecture : Rangsit University.
■ Social： Pawoot is Thailand IT and E-Marketing GURU. Now we be consultant for Government and big
corporate. All people accepted his online marketing knowledge and abilities.
■ Others： Published many educational books regarding E-Commerce & E-marketing ( more than 35 Titles)
and be guest speaker to University, Government and Private Sector

4. Other Experience
My Pocket Book
• “E-Commerce – Sell to the World”
• E-Marketing – Reach People around the world
• How to start business with TARAD.com
• Editor more than 30 books cover
Online Consultant Customer (Corporate and Government Sector)

5. Company Profile
Founded 1999
Before Today
Year 1999 : 3 persons Year 2012 : 3 Companies
Age: 24 Total 120 in our group
(Small Company)

6. TARAD Group Structure
Strong in Transaction Service and Digital Service
Found in 1999 Total Employee +120 staffs
E-Commerce Service
Digital Egency Online Analytic
• Largest B2C Shopping Mall in • Online marketing, Strategy • Brand & Social Network Analysis
Thailand • Social Network Expertise • Data Mining and Researching
• Advance E-Commerce Platform for • Online Marketing Tools & Platform • Brand and Online Ranking
Business • Media Planning
• Online Payment Solution
Staff : 30 people
Staff : 85 people
Staff : 7 people
Share : Join with Rakuten Inc. (67%)

7. 7

8. 8

9. TARAD.com Join with Rakuten In year 2009
9

10. Top 8th Internet Company in the World
Top 3 e-Commerce Web site in the World
147.1
50
( Billion
US$)
40
37.66
30 29.14
Rank 8 th
In the world
21.65
20 18.79
12.64
11.84
10 8.35
7.54
6.73
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11. Geographic expansion
 Model: B2B2C & C2C
 Model: B2B2C
★  Model: B2B2C & C2C  Model: B2B2C / C2C
★
★  GMS ‘10: B2B2C - JPY 954 Bil
Taiwan ★ ★ 
C2C - JPY 16 Mil
# of merchants: 37,173 ★
 Model: B2B2C
★
★  Model: 1st party & B2B2C
 Model: B2B2C & C2C
★
★
 Model: 1st party-alik  Model: SaaS & B2B2C
11

12. http://yr-request.tarad.com : จำหน่ำยนำฬิกำ Casio
“ปัญหำของร้ำนคือขำดควำมน่ำเชื่อถือ
กำรรับรองจำกทำง TARAD.com ว่ำร้ำน
เรำไม่โกงลูกค้ำแน่นอน ทำให้ยอดขำย
เดือนโตขึ้น 2,252% ดีใจมำกๆ ค่ะ”
คุณธนัญญำ เจ้ำของร้ำน
Sale Growth
2,252% 676,249
800,000
600,000
508,971
400,000 331,337
314,489
268,447
200,000 167,939 207,317
28,750
0 25,028
May Jun Jul Aug Sep Oct Nov Dec Jan
12

13. Funding Progress
• 2001 – 1st funding from local investment
company $US 100,000
• 2008 – Buy back from them
• 2009 – Sell 67% to Rakuten Value 100
Million Baht
13

15. Total Digital Strategy Services
Online Strategy
Facebook Twitter Other Online
90,000
80,000 83,065
Web Site
70,000
Goal & KPI
• Online & Digital Strategy 60,000
50,000
•
Likes
Online Production & Development
40,000
• Media Planning, Buying, Reporting & 30,000
Optimization 20,000 22,271
10,000
• Social Media Management & Monitoring 3,872
-
• New Innovation and New Technology 2009 2010 2011

17. Social Network Monitoring &
Research Negative Neural Postive
Daily basis tracking data
Week over Week Growth
News about Uniqlo web site,
Map style design Release.

18. Customer
* Service Launched in Jun 2012
Many Agency and Corporate Using This Service

19. Expand to All South East Asia
Tools for SMEs and Corporate to Understand Each Country People Behavior
Welcome to AEC ERA

20. Who is TARAD Group
Expert Online & Internet Company in Thailand more than 14 Years
Start Up with 3 Friends Join with Rakuten Japan More than 120 staff in group
Year 1999 Year 2009 company
1999 2001 2009 2011 2012
Setup TARAD.com Company TARAD.com join with Rakuten Group
The largest B2C Shopping Mall Split TARAD Solution from TARAD.com
Build up ThaiSecondhand.com 1st E-Classifieds in Thailand Zocial Inc Launched
April 8, 1999

21. Do you want to know
how I can do it?

22. How we start?
Ideas
Team
Planning
Execution
Expansion

23. Where the Ideas Came from??
• Apply Existing Product in New Market
– Language Localization (noknok.in.th, Blognone)
• Create New Product Feature or Concept
– Top up Feature, Mash Up
• New Innovation

24. Team Work?
• Who can be your team?
–Friends….
–Hire Staff (Full time, Part time)**
–Outsource
–I can do alone…!

25. Planning
Goal and KPI is the Most important for Business SUCCESS
What we should planning
• Who is your “Target”?
• Where the “Revenue” came from?
• How much we have to “Spend”? (Profit)
• How long “Time” we have?

26. Cost of Human

27. Marketing

28. Cash Flow
Download Template at http://www.pawoot.com/cashflow-template

29. Marketing
Download Template at http://www.pawoot.com/cashflow-template

30. Download Template at http://www.pawoot.com/cashflow-template

31. Execution
What Factors make business collapse?
• Business Model..!
• No Planning – Gut feeling
• Relationship break up
• Not Focus
• Can’t generate revenue
• Cost Control?

32. How to make business work?
• Differentiate & Focus (Vertical Market)
• Think as Customer
• Partner Partner Partner
• Technology

33. Expansion
• Startup Business
2-5 staff • Business Skill (Accounting)
• Survive in Business
• Team Control
5-10 staff • Role & Clarification
• Cash flow
• System
• Human Resource
10-20 staff
• Organization Management
20-50 staff • Work flow
• Long Term growth (Professional Management)
• Expand or Diversification
* Cash Flow is a must thing to concern in every steps

34. Business Expansion Methodology
• Invest More (if you have enough funding)
• Partner (do together)
• Investor
• Take Over (Merger & Acquisition)

35. Source of Fund
• Self Funding (Bootstrapping)
• Friends and Family
• Bank (Loan)
• Incubators
• Seeding or Angle Investors
• Venture Capital
• Crowned Funding

36. I’m popular in Thailand

37. 10 steps from No Body to Some Body

38. 1.In Love what you do, Differentiation

39. 2. Keep Learning Till you Die

40. 3. Create Your Own Opportunity,
Create market – Don’t follow them

41. 4.Keep Record What’s Important for you
Knowledge Web Site, Resume, Personal Blog – Share Experience
Records every thing pawoot.wordpress.com
www.pawoot.com/

42. 5. The More you Share – The More
you Get
Teacher and Gust
speaker more than 300
company, government
and organization
Google Business Group Manager,
Create event and share knowledge

43. 6.Build and Growing with Community
Thai Webmaster Association
Young Webmaster Club & Camp
Thai E-Commerce Association

44. 7. Welcome Competition, It will
make you Stronger

45. 8.Keep Changing – Keep Dynamic

46. 9. Utilize Media, Know how to PR yourself

47. 10.Do for Society not for yourself
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คุณเกรซ BK-IO คุณดำ ป้ำดำด้ำ คุณกิต คุณเหมียว KTSoundCenter.com Belong2u.com บ้ำนกุลธดำ โครำช Moningly Watch

48. Recommendation
• Target Global or Regional Market
• English Platform
• Build Local Marketing Strong Enough
• Utilize “Internet Capability”
– Knowledge, Platform, Technology, Marketing
• Build up “TEAM” when you on the growth trend
• Increase business performance as much as you can

49. END