Welcome to Christmas in Australia
Someone lost $75,000 on this beach.
Welcome to Christmas in Australia It’s summer for us, which means holidays. My wife and I have taken 10 days in Phuket, and it’s been exactly what I needed.
Time to slow down, reset, read some great books, create space to think, and start shaping the strategy for the year ahead. And we love the beach, especially in Phuket.
Hiring a beach chair here costs about US$3.50–$4 per chair.
For that price, you get:
• A very comfortable chair
• An umbrella
• One of the most beautiful beaches in the world
• 4–5 hours of uninterrupted relaxation
Now ask yourself honestly: Would anyone really complain if the price was $4.50 instead of $3.50?
People have flown here.
They’ve paid for accommodation.
They’re already in holiday-spend mode.
Another dollar? No friction.
The simple maths:
• ~300 chairs on the beach
• +$1 per chair per day = $300 per day
• ≈ $2,100 per week
• Busy around 35–40 weeks per year
That’s $70,000–$75,000 of pure cash and profit that someone has simply left on the sand.
The lesson I’m taking into the new year: Pricing isn’t about what you think is fair.
It’s about:
• Understanding your customer
• Understanding the value you’re delivering
• Having the confidence to price accordingly
Sitting here right now, I’d happily pay the extra dollar. Every single time.
As I reset and prepare for the year ahead, this is the reminder I’m carrying with me: If you truly understand your customer and your value proposition, price becomes a strategic lever — not a guess.
Sometimes the biggest opportunities aren’t hidden in complex strategies.
They’re sitting right in front of you… on the beach.
