Numbers tell stories when you know how to listen
We started AppWisePlay in 2019 because business owners kept making decisions based on gut feelings instead of data. Nothing wrong with intuition—but pairing it with solid financial analysis? That's when interesting things happen.
Our team works with Thai businesses who want clearer pictures of their financial health. We don't just crunch numbers. We translate them into decisions you can actually use.
Why we built this
Back in 2018, our founder Siriporn Kittikul was consulting for a manufacturing company in Samut Prakan. Great products, passionate team. But every board meeting felt like guesswork—should they expand? Invest in new equipment? Nobody really knew.
The financial reports existed. Thick binders full of them. Problem was, they looked backward and spoke in accounting language that didn't connect to actual business questions.
So we built something different. A service that bridges the gap between raw financial data and real decisions. We focus on Thai businesses because we understand the local context—tax structures, banking relationships, seasonal cash flow patterns in this market.
Our first client saved 2.3 million baht in their first year just by restructuring their supplier payment schedule. Not magic—just looking at their cash flow patterns differently.
What drives our work
These aren't corporate values we printed on a poster. They're principles that shape how we actually operate day to day.
Clarity over complexity
Financial analysis can get dense quickly. We prioritize making insights accessible. If your operations manager can't understand the report, we haven't done our job properly.
Context matters
A metric that works for a Bangkok retail chain might mislead a Chiang Mai hospitality business. We dig into your specific situation before recommending anything.
Honest assessments
Sometimes the data suggests uncomfortable answers. We'll tell you what we see, not what we think you want to hear. Good decisions require honest information.
The people behind the analysis
Our team combines accountants who understand Thai business regulations, analysts who spot patterns in data, and former business owners who remember what it's like sitting on your side of the table.
We're currently twelve people. Small enough that you'll work with the same analyst throughout your engagement, large enough to have deep expertise in different industries.
Most of our team came from larger consulting firms or corporate finance departments. They joined us because they wanted to work more directly with business owners, to see their analysis actually get implemented instead of disappearing into a report nobody reads.
Siriporn Kittikul
Lead Financial Analyst
Fifteen years analyzing business financials, mostly for mid-size Thai manufacturers and service companies. Started her career at Deloitte before going independent in 2019.
We've worked with 87 Thai businesses since 2019, from family-owned restaurants to tech startups to established manufacturers.
How we actually work
- Understanding your questions Before touching any spreadsheets, we sit down and figure out what decisions you're trying to make. Analysis without clear business questions wastes everyone's time.
- Data gathering We pull from your accounting system, bank statements, sales records. Sometimes we need additional context—supplier contracts, seasonal patterns, upcoming market changes.
- Pattern recognition This is where experience matters. We're looking for trends, anomalies, opportunities that aren't obvious in monthly reports. Cash flow cycles. Margin pressures. Growth indicators.
- Scenario modeling What happens if you expand? Cut costs here? Change pricing there? We build models so you can test different paths before committing resources.
- Clear recommendations Our reports focus on actionable insights. Here's what we found, here's what it means for your business, here are specific options worth considering.
Working with us
Most clients start with a specific question. Should we open a second location? Can we afford this equipment purchase? Why are margins shrinking despite higher revenue?
Initial engagement usually runs two to three weeks. We gather data, run analysis, present findings. Some clients need just that—a clear answer to a pressing question. Others stay on with monthly or quarterly reviews as their business evolves.
We're based in Nonthaburi but work with businesses across Thailand. Most collaboration happens remotely, though we'll come to your location for kickoff meetings when it makes sense.
If you're trying to make a significant business decision and want financial clarity before moving forward, let's talk. We'll spend thirty minutes understanding your situation and tell you honestly if we can help.