From the children of the villagers who have only completed secondary school education, with only the mother being the pillar of the family. But able to push himself so far that it becomes the owner of a company and a bread and bakery factory that has millions of sales per month. Including being able to expand to a new factory that meets modern standards and has a high production capacity. How did he get to this point? Learn the ways of thinking about work and how to overcome the crisis from Mr. Pairoj Chudsawang, managing director of Siam Go Interfood Co., Ltd. Bread and bakery manufacturer for over 15 years under the brand Pang Hot, which is sold nationwide. As well as contracting the production of OEM bread for many famous brands that are sold in Modern Trade and aiming to continuously expand the business.

From merchants selling bread at the market to owners of wholesale bread brands nationwide
 

Khun Pairoj told that he is a person who likes to sell things and likes to save from he was a child. With the loss of his father at an early age Leaving only the mother who is the pillar. Mother made a bunch of coconut boiled rice with banana for sale and him being the person who walked to sell. On the weekends and holidays also work because he likes to sell things and likes to save. And that is the foundation for his success today.

Began 15 years ago, by ordering other people's bread for sale at the market. But with a small investment, so most of the money is spent on buy products. Even though it was selling well, the margin was low. Then came up with the idea of ​​making his own bread for sale by studying from books and try to do. In the beginning, it didn't work. He had to throw it a hundred times because he didn't have experience. But tried to do every day Until it got better because wanting the best dessert to come out. From indomitable until finally the first bread filling is custard filling is successful and followed by taro filling. Therefore, be sold together with approximately 30 types of the original items. The customers were fascinated with the taste until the customers came to ask why the custard and taro filling are more delicious than other fillings. After he made enough on his own then stopped ordering from others and selling only his products and got a very good response. The first brand was named Hongte and sold in 7 provinces. Made it himself, sell-by himself at the flea market and drive the Saleng car to sell. Selling at ​​the market, just put in the bag for customers, they could not do in time. Therefore, trying to find ideas to reduce the steps to make it faster. By had the clamps for customers to choose as they like. Making products sell better. At that time the sales were able to be at a certain level, but he thought he'd like to grow more. By expanding the market from 1 market per day increased to 13-15 markets per day by hiring employees to sell. But there is a problem with the control and sales management is not up to standard. The employees do not intend to sell as if by himself. Causing a lot of products left. Turned out to be like a loss. Therefore, searching for a new channel by selling at a small shop, which at the beginning was selling very well, many times better than selling at the flea markets. Starting from 1 car to 7 cars because of wanting to sell more, but also encountering the same staff issues because of lack of experience in managing subordinates. Selling was not good because there was no good management. Next, cancel the Hongte brand and change to Pang Hot brand that focuses on wholesale nationwide instead. Pang Hot has about 30 fillings, receiving good responses from customers because of selecting good raw materials. Produce quality bread to meet the needs of customers.

From the basement factory To a modern factory that can produce a hundred thousand pieces per day
 

The old factory first started as a small house. Under the house and garage, then expanded to a factory in front of the house over 100 square meters. Later, the business grew steadily. The old factory looks cramped. Therefore, aiming to have a large, modern factory Standardized and able to compete with competitors. Can enter Modern Trade as OEM for production for large brands. As a result of the habit since a child who likes to save, made him have funds to build a new factory. Khun Pairoj said that some money was saved for investment. Another part for use. Being a less educated person so he looks at the example of successful people, plus reading books

There have been many crises and has survived because of savings and have a new factory-like today because of savings as well. And plans to make additional products under the Pang Hot brand. Pang Hot is a brand that grows quickly because it responds well to customers. Can be sold throughout the country by focusing on wholesale, allowing customers to make more profits, not having a lot of costs, causing customers to grow together, and most importantly, being rich together. "Customers grow the plant also grows. The factory does not leave customers walking together side by side, "Khun Pairoj said.

Doing business must have a bigger goal
 

The main idea of ​Khun Pairoj is wanting to sell more and more items. If selling a single place, get a single shop. As well as placing a fishing rod, if one rod is placed, one fish can be obtained. But if you can place 50 fishing hooks, more than 1 fish. Doing business also there will be a set target, and the target must keep growing. "We do business. We have goals. In the past, the goal has been successful many times. Once the goal is reached, the next goal is to move forward. The goal does not stay still.” Khun Pairoj shares the thinking methods and strategies for growing a business. Which the target will be set from sales. For example, today set a goal of 1 million baht per day. The next two years maybe 3 million baht per day. If the target is in the millions Have to move into tens, millions, hundreds, millions, billions. Which may find additional distribution channels and have more products. Starting from himself did it alone use 1 kg of flour per day. Until today, using about a more than a ton of flour per day. How to grow up today from people who have just secondary school graduated because he has a goal. Always active and most importantly, learn all the time.

"The word learn is not the end. We must keep learning. Stepped up in order to keep growing. "Khun. Pairoj emphasized the importance of learning and goal setting.

The long-term goal is to make the brand in the minds of the Thai people. Sales are steadily increasing. Want to do a franchise and want to export and is a brand that can be sold in many countries. Would like to make unique items by using ingredients that can be found in Samut Songkhram province. Make it a souvenir that people know to be famous. Thinking of using products that were in Samut Songkhram to be processed into bread. Which has never been done before Make new products Came up to meet the customers' needs to be the famous souvenirs of the province

How Did COVID Affect Business?

When a COVID crisis came in, tried to do all kinds of things. Since selling online wholesale, increasing more distribution channels. Which has been increased from the COVID period. Which, in general, does not affect much Everything works in the normal factory and employees do not take time off. But sales fell by about 20%. The reason for the fall was the Modern Trade department stores closed. OEMs also stopped production because department stores were unable to sell products. But Pang Hot can still sell even though the peak is slightly falling. When the market closed, the impact was not much. Because always trying to stay alert and do what is enough to make money to make employees have income and save cost. For example, if some market makes a small profit then stop and reduce all unnecessary things. Employees still work normally every day. As well as planning to sell the products to the front of the house and other compatible products such as fresh coffee for sale in the office and at home.

Ammunition Cash Flow in Doing Business
 

Businesses need revolving funds. Getting soft loans from SCB and the Bank of Thailand gives him peace of mind when doing business that he won't lack liquidity. Because in doing business, everything must be ready If we lack something, it may lead to discontinuity. But if the business has working capital ready with bank support, it can grow.

The soft loans acquired through SCB are made quickly. In which RM came to contact that the company is a qualified operator and has been a good customer all the time. RM of SCB came in to handle it in 3 days. A soft loan is the first 6-month interest-free loan, after 2% interest for two years, with a loan of 20% of the outstanding balance on December 31, 2019. This allows entrepreneurs to use this money to make the most of it because there are no borrowing costs. "Finding funding sources like this is very rare because most have costs. All the soft loan processing help SMEs save more, reduce the cost of doing a lot of business, "said Khun Pairoj.

"Doing business is like war. Having liquidity like a bullet because we are comfortable that we have ammunition in battle doing business with finance makes us dare to walk bravely because we have a back-up. With ammunition in it. "Khun Pairoj compared and thanking SCB and the Bank of Thailand for providing soft loans to enable SMEs to overcome this crisis.

Must fight with problems until win
 

Have a problem, must fight with it until win. Doing business, if it's too dark, then we must find a solution. As well as having enthusiasm for himself Setting life goals. Positive thinking will make us move forward. Obstacles are normal. Whatever you do, there must be obstacles. Must be ready to step up and be confident that you can do it. Anything that is not good We think it's good Because the problem has both sides, both positive and negative but if we look at it positively, then we can grow up. When the crisis is over, it must be a clear sky after the rain. "Khun Pairoj concluded to give encouragement and give advice to entrepreneurs.

Positive thinking, having clear business goals Will give us encouragement and patience to fight problems or crises that can occur at any time. Every problem has a solution. Especially financial problems or lack of liquidity, there are financial institutions that are ready to help to replenish your business through the crisis. SCB SME is ready to support Thai businesses to grow and overcome the crisis. Because we believe in the potential of Thai SMEs. SMEs interested in applying for a Soft Loan can contact your Relationship Manager or call the Call Center at 02-7222222.