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.
Aric Sangchat · Founder
About Aroc
One person is accountable, and here he is.
Aroc is Aric Sangchat. Not a rotating account team, not a name on a contract you never meet. The person who writes your diagnosis is the person who does the work and signs the report — which is the only arrangement under which honest reporting is actually possible.
- Building since
- 2012
- Client reviews
- 302
- Average rating
- 4.8
- Based
- Brazil
Why Aroc exists
Because the businesses that deserve to win are usually not the ones that do.
The best spa on the bay ranks below the loudest. A chef with fifteen years of craft loses to a booking platform taking eighteen percent. The distance between how good a business actually is and how good it appears online is where most of its customers are lost — and almost nobody is working on that gap, because it does not belong to any one supplier.
The designer thinks it is a design problem. The SEO thinks it is a ranking problem. The agency thinks it is an advertising problem. Each is describing the part they sell.
Aroc exists to answer a different question first: of everything that could be improved, which one thing is actually costing you customers right now? Then to fix that, prove it was fixed, and keep going.
How this happened
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.
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.
How we work
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.
One person, 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.
Start with Assess · $950