The Realities of Running a Business in Thailand with a Family

Running a business is challenging anywhere, but doing it as an expat in Thailand—while raising a family—brings unique hurdles. From setting up a business legally to balancing work and family life in a new culture, there are plenty of lessons to learn. But with the right mindset, planning, and adaptability, the rewards can far outweigh the challenges.

Thailand offers opportunities that are hard to find elsewhere: a lower cost of living, a strong expat community, and an international market that can be served remotely. At the same time, managing a business and family life requires structure, patience, and a willingness to adjust when unexpected situations arise.

Jake Mooney, founder of Green Light Studio, shares his first-hand experience of running a business in Thailand in his recent YouTube video:

When Jake moved to Thailand in 2019, he already had years of experience working in marketing across Europe, Africa, and Asia. But setting up a business as a foreigner in Thailand required careful planning.

There are different visa and work permit options to consider, and structuring a business correctly is crucial for long-term stability. Some expats work under Thai-owned companies, while others establish their own entities. Green Light Studio officially registered in 2022, allowing the company to operate fully and hire locally.

Marketing isn’t about one silver bullet—it’s about how everything works together to support your business goals.

When businesses approach marketing without a strategy, they run into problems like:

Inconsistent Messaging – The website, ads, and content all say slightly different things, confusing potential customers.
No Clear Path for Customers – Marketing gets attention, but there’s no structured way to turn that attention into leads or sales.
Short-Term Thinking – Efforts focus on immediate fixes rather than sustainable, long-term growth.

A strong marketing strategy makes sure every project fits into a bigger plan—so you’re not just doing things, but doing the right things in the right order.

If you want marketing to actually work, each project should be strategically planned and connected to your larger goals. Here’s how:

Step 1: Define the Business Objective First

Before you start any marketing initiative, ask:

What problem are we actually solving?
How does this fit into our broader sales and marketing strategy?
What would success look like for this project?

If the answer is "because we feel like we should", it’s time to step back and rethink the approach.

Need clarity on where to focus first? Our free marketing audit can help you assess what’s working and what’s not.

Step 2: Align Every Marketing Piece With Your Sales Process

Marketing should directly support sales—not just generate "brand awareness" with no clear next step.

Website: Is it designed to guide visitors toward taking action, like contacting you or scheduling a consultation?
Content: Does it help answer common customer questions and remove buying objection
Ads: Are they targeting the right people and directing them into a structured lead-nurturing process?

If your marketing efforts aren’t helping customers move through your sales funnel, they’re not set up to succeed.

Step 3: Ensure Consistency Across All Marketing Efforts

One of the biggest marketing pitfalls is inconsistent messaging. If your website says one thing, your social media another, and your sales team something else entirely, it creates confusion.

Example:
A construction firm had great branding but no clear message about why they were different. Their website was generic, their emails focused on price, and their social media posts were all over the place. Once we helped them define a clear, consistent message, they started attracting the right kind of customers.

Marketing should make it easier for potential customers to trust and choose you. That only happens when everything works together cohesively.

Marketing done well builds momentum. Every project should move your business forward—not just check a box.

Need help creating a cohesive marketing strategy? Book a strategy call and let’s build a plan that works for your business.

Want more insights on simplifying your marketing? Subscribe to our YouTube channel for practical, actionable advice.

Not sure where to start? Try our free marketing audit—it’s the same framework we use with our clients to pinpoint what’s working, what’s not, and what to do next.

When every marketing effort is part of a bigger strategy, you stop wasting money and start building something sustainable. Let’s make sure every dollar you invest in marketing actually drives growth.