Aric Sangchat · Founder

About Aroc

A business, technology and growth company, led by its founder.

Aroc analyses businesses, engineers technology, builds products and brands, and creates the systems that help organisations operate, compete and grow. It is founder-led: Aric Sangchat is accountable for every engagement and assembles the capabilities and resources each one requires.

Building since: 2012
Client reviews: 302
Average rating: 4.8
Based: Brazil

Mission

Find the one thing that is holding the business back. Fix it. Prove it moved.

Most businesses are held back by one constraint nobody has named, because every supplier sees only the part they sell. The designer sees a design problem, the engineer a systems problem, the marketer a traffic problem. Aroc starts with a different question: of everything that could be improved, which one thing is costing you the most right now? Then it builds or runs the answer, whatever discipline that turns out to be.

What Aroc does

Nine divisions, one operating model.

Business analysis, software, AI, infrastructure, creative, marketing and sales systems are offered as engagements, not as a list of unrelated services. The documented track record so far is website and search work, including the Evergreen Spa case study; work in the other divisions is scoped engagement by engagement, and each page says what an offering includes.

How it is organised

Assess, Build, Grow.

Assess

Business intelligence, research, auditing, analysis, evaluation, diagnostics and strategy.

Build

Software, AI, technology, infrastructure, brands, creative production, business systems, products and implementation.

Grow

Marketing, management, optimization, operations, sales growth, brand growth and business expansion.

Each pathway has a published package with a published price: $950 for Assess, from $5,000 for Build, $650 a month for Grow. Those prices belong to those scopes. Everything else is scoped and priced in writing before work starts.

How delivery works

Founder-led, and assembled for each project.

The founder leads every engagement and is the person you deal with. The team, specialists and suppliers a project needs are assembled to its requirements and agreed in the proposal, so the scope of the business is set by what the work requires, not by one person’s calendar. If a project needs something Aroc cannot responsibly deliver, the first reply says so.

Industries and customers

Founder-led and growing businesses, in industries where being chosen matters.

Aroc works with businesses where the founder or owner makes the decision and where being chosen depends on being found and believed. Industry pages describe how the work applies:

The founder

Enterprise engineering, then five years actually running shops.

The second half matters more than the first, and it is the part most agencies cannot claim.

The start
Taught by an engineer
Half Thai, half American. Learned to build by moving in with my father — an aerospace engineer — in my mid-twenties, and going back to school for it. Started freelancing from his house.
2012 – 2018
Agency work, enterprise clients
Agency-side senior front-end development on large-scale platforms for Wells Fargo, Esurance, Bed Bath & Beyond and Purina. Where I learned what a system built to survive real traffic, real scrutiny and real accessibility requirements actually looks like.
2018
Moved to Thailand
Half of my family is Thai. I went to Phuket to surf, and stayed.
2019 – 2024
Ran two retail shops in Phuket
Not consulting for shops — running them. Rent, staff, walk-in customers, seasons, a listing on a map, and the specific feeling of watching people walk past your door toward somewhere more findable. Every client I now work with is in the position I was in.
Now
Aroc
Back to building, with everything the shops taught me about why marketing advice usually fails: it is written by people who have never had to make payroll from it.

I am not a consultant who studied small businesses. I ran two of them, in the market I now work in, and made most of the mistakes personally.

What Aroc believes

Six positions, and each one costs us something.

Beliefs that cost nothing are not beliefs. Each of these has turned away work or reduced an invoice.

Diagnose before building

The most expensive project is the one that solves the wrong problem. Sometimes the honest finding is that you do not need what we sell — and the diagnosis will say so.

Report what happened, not what we hoped

When something gets worse it appears in the report at the same size as the things that improved. When a fix will make a number fall, we say so before we make it.

You own everything

The domain, the accounts, the content, the analytics. If you leave, you leave with all of it working. Nothing about this business depends on making it hard to go.

Only the earliest broken thing matters

Fixing stage four while stage two is broken is real work that cannot pay. We would rather do less, in the right order.

No guarantees, ever

Nobody can honestly promise rankings, traffic or revenue. Anyone who does will have an explanation ready for when it does not happen.

Clear terms, written down

Every allowance, boundary and exclusion is stated before you buy — never discovered afterwards. This one is personal: unclear agreements are the most expensive lesson I have paid for.

Problem-solving and execution

Standards that are checkable, not adjectives.

Evidence, not assertion

Every figure in every report traces to a frozen export you can open yourself. Findings are screenshotted and dated.

Implement first, report second

Nothing appears in a report as a plan. If it is written down, it has been done and verified.

Accessibility and performance are not extras

They are part of the build standard, because a site that is slow or unusable is losing customers quietly.

We correct ourselves in public

When we get something wrong — and we have — the correction goes in the document, with what changed and why.

Scope is bounded and written

Two improvements we choose, two changes you ask for. Anything beyond is quoted before it starts, never invoiced after.

The founder, reachable

Message any time. A reply within two working days. Emergencies the same day.

That applies before a project starts, not only during one. Before you build a website, research the market it has to compete in sets out what we want to know about demand, search competitors and the authority gap before quoting a build at all — and why the scope should come out of that research rather than be decided ahead of it.

The best way to judge us is to read one.

An assessment is a written diagnosis of your business, built from public evidence, with the roadmap yours to keep whoever does the work. Or describe a project of any kind.

Start with Assess · $950 Describe a project

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