SYNOPSIS OF TOB STORY
ASPECTS
PAGE VALUES
1 Passion
Tod was very passionately
doing a business when he
decided to quit from study and
always think about figures,
management & expansion.
2 Financial freedom
Tod had been manage
successfully his financial until
can avoid a problem with cash
flow.
3 Spend wisely
Tod spend wisely for his daily
expenses which he only spend
500 baht a week and less
shopping.
BUSINESS
ATTITUDES
STRATEGIES
Independent
Tod is a person that
independently because he
manage to spend his own
money for daily expenses
without asked from his
parents.
Management of staff
Tod manage well his staff
by brief the delivery process
in order to make sure
process smoothly operate.
Consistently monitor
progress of business
Tod do an inspection five
branches every day in order
to make sure the progress
and quality of product each
branches on the good
conditions.
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BEHAVIOR OF
ENTERPRENUERSHIP
Creatively & smart
Tod earned money from
games which only used his
brain not energy.
Passionate
Tod was very passionately
doing a business when he put
more energy into his businesses
until become a successful
entrepreneur. This can
approved by Tod’s daily
routine in his early journey as
entrepreneur thru woke up at
7.am and finished at 9.00pm.
Passionate
Tod was very passionately
doing a business when he
never get tired of work even
need to travel about 100km
and arrived home at 9.00p.m
4 Value of money
How Tod differentiate the
value of easy money and hard
money which he always
remember and apply in his life.
5 Power of love
Tod’s mom always help him
and concern about his
condition. Full support from
his family were very powerful
to Tod.
6 Spend wisely
Tod still hardly spend his
money as usual when back
years then.
7 Problems are opportunities
Tod had experience that his
problem become new
opportunities for him in doing
business.
Hardworking
Tod was hardworking
person in doing business.
Tod had driven across the
country and feel exhausted
but him patiently do it.
Expanding branches Risk taker
By expanding branches, Successful entrepreneurship
Tod manage to earn average involves taking risks by careful
income about two million planning and hard work. Tod
baht. had taken a risk slowly by add
on branches in order to gain
Consistently monitor more income.
progress of business
Even average income
increase, Tod still manage
to monitor progress of his
business by doing an
inspection each branches.
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8&9 Persistent, patient and
stubborn in solving
problem
Tod manage to fight the
Tesco Lotus decisions
regarding the smoke and
smell of chestnut issues.
10 Honest
Tod still told the truth which
he start by telling new
department store the
disadvantage of his product.
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Creatively thinking
Changing the way of thinking
in business is dynamic for
growth and success. For
example, Tod had been
thinking ways how to tackle the
tackle the smoke and smell of
chestnut issues.
Risk diversification
As an entrepreneur need to
take risk even some risks
may not pay off, but an
optimistic risk-taker will
always look at failure as an
opportunity to learn. Tod
had finding a new location
and rent more space of
“Central” and “The Mall”.
Diversification of product Creatively thinking
The process of expanding
Tod had been thinking ways
business opportunities
how to increase sales by adding
through new product are
product lines and offering the
developed. Tod decide to
buyers more options.
add on new product which is
sun dried Chinese
persimmons.

Maximize use of existing

distribution
By add on more product but
still paid same renting cost.

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12 , 13 & 14 Creatively thinking
Tod had been thinking about
new product until he ate deep-
fried seaweed and decided that
the items was one of his
business opportunity.
15 & 16 Development of products Risk taker
Tod took about four to five Tod also can be categorized as
months to develop deep- risk taker as when he decided to
fried seaweed by trials and diversified more product,
errors process. business and increase the
number of employees in order
to rise volume of deep-fried
seaweed
17 & 18 Guerilla marketing Creatively thinking
Penetrate market in
Even Tod misinterpret the
provincial areas and it will
definition of Guerilla
created popularity around
marketing, he still manage to
the city before going to the
interpret towards business
capital city.
minds. Tod decided to place
his product in 7Eleven.
Way of thinking and
taking action
As entrepreneurship, a
person should always
applied business matter in
way of thinking and taking
action. This can be showed
by Tod when he
misinterpret the definition
of Guerilla marketing but he

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 still manage to interpret
towards business minds.
19 Problems are opportunities
Tod again experience problem
by had no idea but then it is the
new opportunities for him.
20 Do not give up Being always well prepared
In daily life, we will face up so Tod made an appointment with
many challenges, problems or Ms. Pu a few days in advance
difficulties that comes from in order to make sure she
many aspects. Tod still made would have more time.
another appointment with Ms. Tod also arrived early during
Pu in order to propose the deep- the appointment day cause to
fried seaweed after being get ready and adjust himself
rejected for first appointment. with the environment.

21 Thinking positively in life

To be more confidence and
improve your daily mood,
we need to think and live
positively. Tod also applied
in his life by always thinking
and living positively. This
can be shown how Tod have
positive imagery and
positive self-talk when Ms.
Pua did not show up during
the appointment day.
22 & 23 Grab the opportunity
Tod agree to sell and
produced deep-fried
seaweed for 3000 branches

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 of 7 Eleven even he was not
completely ready in terms
of production of the
product.
24, 25& 26 Do not give up Risk taker
Tod also having a cash flow Tod still continued the
problem, he still continued the construction of his new factory
construction of his new factory for deep-fried seaweed
for deep-fried seaweed production even having a cash
production. flow problem.

Even during the QC checking

by Ms. Pae, Tod got many
complain and still managed to
corrected all problems within
one night.

27 & 28 Power of love

Tob’s journey full of love
surroundings him. The first 400
boxes of Classic Flavor
Seaweed for 7Eleven
production was the day full of
power of love when all Tod’s
family helped him actively
including his uncle, friends of
his elder sister and many more.

29& 30 Do not give up Passionate and persistent in

During the first 400 boxes of business
Classic Flavor Seaweed for Tod was very passionately and
7Eleven production, Tod persistent doing a business
having mentally and physically when he put more energy into

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 exhausted but managed to
resolved to fight it by power of
love from his family.
31, 32 & 33
34
Friendly
Tod became close friend
with Jeab which the owner
of 7Eleven in Tha It and Jeab
had share tips to Tod about
how to increase sale of his
seaweed products.
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his businesses until become a
successful entrepreneur. Tod
had put as much his capability
when he need to produce the
first 400 boxes of Classic
Flavor Seaweed for 7Eleven
and he did not get much sleep
for 7 days.
Passionate and persistent in
business
Tod was very passionately and
persistent doing a business
when he put more energy into
his businesses until become a
successful entrepreneur. Tod
had put as much his capability
when he need to delivered the
400 boxes of Classic Flavor
Seaweed on time at distribution
center.
Consistently monitor
progress the business
performance
A growing business needs to
be closely and carefully
monitor to ensure the
success of the business
decisions and expansion
plans. This can show how
Tod have entered 7Eleven
store every day and take note
 to monitor and keeping track
on the progress sales of his
seaweed products.

35 Promotion of products
Tod using plastic display
hangers for his seaweed
products in order to increase
sale.

36 & 37 Sales promotion of Creatively thinking

products
Tod had been thinking ways
Tod giving away a free gift
how to pay the daily business
wihich he offer a pen in big
expenses when 7Eleven and
zip lock pack to increase
branches in shopping small
sales. Then, the sales
applied credit system. So Tod
increased.
manage to get cash by sold
goods with Mr.Anusorn.

38& 39 Spend wisely Hardworking Promotion of products

Tod still hardly spend his
money which for 3 years he
only bought less than 10 shirts.
Tod was hardworking
person in doing business.
He only stayed in factory
and his life has been about
work.
Tod give a free sample to his
target customer which he
applied a lowest-cost
adverstisement.
Good marketing comes
from observation,
reasoning, analysis and
experimentation.
Tod always survey the
market and he found that
women more suitable for his

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 target customer in giving a
free sample.

40& 41 Risk diversification Creatively thinking

Tod had accepted the advice
Tod had been thinking ways
from Mr Tan to produce new
about a package solving the
product and then Tod comes
mess problem and then figure it
out with Tempura Seaweed.
out. Tod made a big sheet of
seaweed and put it in a pack.
Development of products
Tod still analysis and
experimentation on the
Tempura Seaweed after
having idea during his trip
to Japan.

42 Promotion of products
Tod had apply the 4Ps, in
terms of promotion, Tod do
a commercial advertisement
to attract more customer plus
increase sales volume.

Set Business Goals

Effectively
As business owner, its
important take the time to set
goals and review the
business as a whole. Tod set
goal as Tao Kae Noi may not
be the first brand in the
market but it will be the first

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 brand on the customer’s
mind.

43-46 Consistently monitor

progress the business
performance
This can show how Tod have
entered 7Eleven store twice
every day and take note to
monitor and keeping track
on the progress sales of his
seaweed products.

47 Promotion of products
Tod had apply the 4Ps, in
terms of promotion, Tod
spent over 20 million bath
for commercial
advertisement to attract
more customer plus increase
sales volume.
Tod also set a booth in a
trade fair to sell his products.

48, 49, & 50 Hardworking Creatively thinking

Tod was hardworking
Tod had been thinking ways
person in doing business.
how to convince his customers
He still managed to join the
the quality of seaweed by doing
trip to seaweed farm even
an explanation through tv
he had a diarrhea.
program. He spent 500,000
baht for taking the Kop Nok

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 Kala team to South Korea but
he gained was high.

51&52 Passion Responsibility person Exporting products to

Tod was very passionately As a son in his family, Tod other countries
doing a business when he put managed to pay off the Tod exported Tao Kae Noi
more energy into his businesses family’s debt of 40 million. to 26 countries and the sales
until become a successful in 2011 were around 2
entrepreneur. billion baht.
Passion is ambition that is
happened into action to put as
much heart, mind body and soul
into something as is possible.

53&54 Move on and take action Thinking positively in life

Tod try to find Uncle Tuang
but cannot find the way to
reach him back years. Tod had
move on an added up value on
his business and became
successful entrepreneurship.
Tod believe that problem
and happiness were good
experiences that made him
today.

55 Success comes from

problems
After having many problems in
his business journey, Tod still
consider it was sources of his
success.

Do not be afraid of failure

Tod said a problem is not an
obstacle but an element of his

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 success which makes him
stronger.
56 Everything in the world is
teacher
Losing and winning were also
a teacher that gave many
experiences to Tod.
57 Life should more balanced
Tod discover that his life
should more balanced which
still not too much crazy about
work and enjoy his life as
normal kid.
58 Power of love
Tob’s journey full of love
surroundings him. Tod’s family
helped him actively which his
dad helped with the
construction, his mom taken
care of personal finance, his
sister has dealt with foreign
affairs and his brother taken
care of IT.
59 Do not give up
In daily life, we will face up so
many challenges, problems or
Scarified Role model for employees
Tod learned to sacrifice
In order to create a good
more which during the first 3
organization culture, Tod
years after the company
needed to be a role model for
opened, he worked all day all
his employees.
night.
Spend wisely
Tod dared to spend more
money but still spend wisely.
Set Business Goals
Effectively
As business owner, its
important take the time to set
goals and review the
business as a whole. Having
clear and well-defined goals
can help business grow. Tod
next mission was to make
2000 lives of his employees
more secured.
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 difficulties that comes from
many aspects. Tod said if we
experience problem or lose
everything, we do not give and
must proceeds to next step.

60 Maintaining high quality

of products and developing
new products.

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