tourleader.club
guided diving journeys
what the company sells
7 September 2026 · sheet 1/7
An ultra-modern approach to building a travel business: a company with the potential to reach a billion — made for people, running without people. Tour Leader Club sells guided diving journeys worldwide — from Antarctica to Socotra. Over six months it added a catalogue that fills itself, a journal that publishes itself, advertising measured by funnel steps, payment on the site, a task flow across the whole firm and full double-entry accounting of its own.
This document covers three things: what the company owns, how buyers come into it, and how money is taken out of it. Every figure comes from the running system, the ad account or the built site — none of them is an estimate.
The catalogue
an assembled picture of world diving
128
boats with cabins and schedules
85
items of our own equipment
Plus 122 journal pieces, 45 reef species and 15 dive sites. Somebody who arrives looking for Egypt also sees the Galápagos, Socotra and Cocos — that is the catalogue's work, not a manager's. All of it renders as 1,830 pages in two languages: 918 Russian and 912 English. The English side is not a stub — the boat catalogue and the journal are translated in full, and the company does not sell to Russia alone.
Before and after
February → September 2026
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The storefront — was a site on a page builder in one language — now 1,830 pages in two, rebuilt on every change
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The catalogue — was whatever had been typed in by hand — now 262 boat and resort cards, filled automatically
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Enquiries — arrived past the funnel and were not counted — now one door: every enquiry lands in the register and in the funnel
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Money — was counted outside the system — now double entry: 16 accounts, 19 entry kinds, tax and payroll
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Advertising — reported clicks — now a funnel from the ad impression to a completed journey
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Management — who to write to and when to chase lived in someone's head — now tasks appear on their own
Next: automation and design (sheet 2), advertising (sheet 3), search and the single door (sheet 4), booking and the task flow (sheet 5), accounting and the asset (sheet 6), the near future and investment (sheet 7).
Website by egorsky.com
tourleader.club
guided diving journeys
the system runs itself
7 September 2026 · sheet 2/7
Three jobs that in a company this size usually occupy a person of their own happen here without one.
What happens without people
the catalogue, the material, the journal
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The catalogue fills itself — all 128 boat cards and all 88 resort cards — specifications, cabins, equipment, departure schedules, prices, photographs — were gathered automatically from the owners' and the resorts' own sites. A separate page shows the state of the queue: what is filled, what is still waiting. A catalogue this size cannot be typed by hand — it would go stale before it was finished
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Raw material becomes a page — the client sends whatever they have: text in no particular order, photographs in a folder, prices in an email. The system brings it to one shape — day-by-day itinerary, accommodation, flights, price breakdown, equipment, regional information. The photographs arrange themselves into spreads. A new journey goes on sale in hours rather than after a week of emails with a designer
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The journal publishes itself — a post goes out to the Telegram channel on its own — an album with a caption in a single message, inside a daytime window. The same material goes to Dzen in full. There are 18 posts queued ahead: the channel stays alive even when everyone is busy
216 cards filled automatically, 30 trip reports produced to one shape, one post a day published with nobody involved.
Design
a bright, memorable brand
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A brand people remember — the storefront is recognised at a glance — it looks like no other site in the niche. Somebody who saw the advertising once comes back on their own the second time: the company pays for the first touch and gets every one after it
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Instant loading — the page arrives before the buyer has time to doubt. Waiting is the first thing that breeds mistrust of an unfamiliar company; here the conversation starts with the journey rather than with patience
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A level that settles trust — a person hands €2,000 and upwards to people they have never met, and decides with their eyes before their reason. A storefront at this level leaves not the slightest doubt about who they are paying
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Photographs like a magazine — pictures in trip reports fall into spreads. The buyer leafs through somebody else's journey and tries it on — the wish to go arrives before the price does
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On a phone it looks richer than others do on a monitor — people live in their phones, and that is where the decision to buy is made. How good the storefront looks on a small screen is the sale itself: between «I want this» and a submitted enquiry there is not one awkward step
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Their language, their currency — an unfamiliar currency is a ready-made excuse to postpone the decision. Here there is no such excuse, and the English storefront sells outside Russia
The thirteen sections of a journey page are identical across all forty-six: a buyer who has looked at two reads the third already familiar with it — and reaches a decision faster.
Website by egorsky.com
tourleader.club
guided diving journeys
advertising
7 September 2026 · sheet 3/7
Paid advertising runs through Growity — a system that follows an ad click through to an event on the site and allocates budget by what actually reached an enquiry. Six months ago the budget was spent blind: the platform decided for itself who to show the ads to. Now we control the spend, and every step a visitor takes after the click is counted.
Growity
measured by funnel steps, not by clicks
2
platforms: Yandex Direct and Google Ads
49
catalogue items as products
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Stages today — impression → click → page view → journey view → newsletter subscribe → request open → request submit
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Counted everywhere — the funnel is counted inside Russia too, where foreign trackers usually go silent — and counted without holding the page up. Most sites have either a hole in their statistics here or seconds lost to loading
The money funnel
being added: three stages after the enquiry
Today the funnel stops at a submitted form, and what is measured is the cost of an enquiry. It is not the enquiry that pays the company but the buyer, so a campaign producing cheap enquiries from people who never pay looks like the best one in the report.
7 · Selection paid
4,900 ₽
8 · Instalment paid
instalment amount
9 · Journey completed
recognised revenue
These stages come from the accounting system rather than from the browser: the funnel totals reconcile with the account turnovers to the kopeck. The advertising visit is carried through to the booking, the bottom of the funnel moves from a submitted enquiry to a completed journey, and advertising starts knowing the cost of a buyer instead of the cost of an enquiry.
Yandex Direct
1 March — 6 September 2026, 156 days without a break
13.46 ₽
average click against a €2,000+ price
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Clicks nobody was looking for — the system stops the platform spending the budget on them. That used to swallow up to 96% of spend — and for everyone not on Growity it still does
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Withdrawal from advertising — a journey's ads are withdrawn automatically seven days before departure; past and sold-out journeys are not advertised — no budget goes on what cannot be bought
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Next — revenue tied back to the ad click. What becomes visible is not the cost of an enquiry but the cost of a buyer, and the budget follows the money
A money event carries only amounts, currency, the journey name and our own internal numbers — no name, no email, no phone.
Website by egorsky.com
tourleader.club
guided diving journeys
search and the single door
7 September 2026 · sheet 4/7
The second pillar is articles written against queries of known frequency: traffic that does not have to be paid for every month. The third is the single-door rule — there is no way to make contact around the form.
SEO
ten articles against 141,000 searches a month
Topics were chosen from Search Console data and Wordstat frequency, not by taste. Each article closes a cluster of queries and leads into the catalogue.
Mariana Trench
54,700
Bermuda Triangle
53,400
Decompression sickness
9,300
Drake Passage
7,500
Sargasso Sea
7,100
The saltiest sea
5,800
Antarctica cruise
2,500
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Illustration — a photograph for every subject named in the article, plus a cover — not one general picture per text
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The link is worth forwarding — wherever the buyer sends it — to a friend, a family chat, a social feed — it unfolds handsomely: photograph, name and price. Everyone who shares brings the next person in for free
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In search the company looks bigger than its neighbours — Yandex and Google show the journeys richly — with a price and a photograph rather than a line of text: on one screen of results the company takes more space and reads as more solid than whoever is next to it
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One article works in three places — site → Telegram as a teaser with a link → Dzen in full. The last two happen with nobody involved
One door
the buyer comes in through the enquiry form only
There is no phone number, no email, no messenger and no manager card anywhere on the site. Contact made around the form is an enquiry nobody counted and nobody followed up. Every enquiry lands in the register and in the funnel, and it is visible which page and which ad the person came from. There is one required field — how to reach you; name, dates, city and party size are optional. A way to make contact around the form cannot appear on the site by accident: everything the advertising was paid for reaches the funnel intact. The phone number stays only in the legal documents, as the law requires.
A second wave of topics is ready: the blue whale, the immortal jellyfish, octopus intelligence, PADI Open Water.
Website by egorsky.com
tourleader.club
guided diving journeys
booking, money, tasks
7 September 2026 · sheet 5/7
A booking is taken professionally, not the way a contact form does. The funnel is a gentle staircase of commitments: nobody jumps from «interesting» to wiring three hundred thousand roubles. The first payment is 4,900 ₽ for a personal itinerary plan, and it goes through on the site.
The buyer's path
four steps to the first money
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1. Enquiry — a form on the journey page or the general one; lands in the register
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2. Participants — surname and given name in Latin, date of birth, sex, citizenship — what a ticket and a hotel actually need. The fields were chosen for the job: a list that could not later be turned into a booking does not get through to payment. Half-filled is still saved — the buyer answered the phone and lost nothing
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3. Offer — legal terms and consent to personal data processing
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4. Payment of 4,900 ₽ — by card on the site; then the instalment schedule. Payment terms live at three levels — trip, booking, individual participant — so a discount for one person does not break the schedule for everyone else
Taking money
T-Bank acquiring, verified end to end
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Acquiring and receipt — card payments on the site, a receipt under 54-FZ, FFD 1.2, the simplified «income minus expenses» regime, the order number on the receipt. The payment was verified from the button through to the accounting entry
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The fallback — if the card fails, an invoice is issued rather than a refusal shown — the buyer is not lost to a technical error
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People hand over a passport without hesitating — the buyer sees the document treated the way a bank would treat it: access closed, every look at the file accounted for, the data deleted after the trip. This is the step where deals most often fall apart
The task flow
nothing is forgotten, because nobody creates the tasks by hand
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Chase an instalment — comes out of the booking's payment schedule — separately for each participant and each instalment
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Pay a partner — out of an obligation to a boat owner or a resort: to whom, how much, by what date
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Check documents — stands until a participant's passport has been verified, and clears itself once it has
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The buyer went quiet — a booking draft with no movement raises itself rather than sinking down the list
One queue for the whole firm: enquiries, bookings, trips, partners, money. Letters to buyers and partners go out and are written into the booking thread, and replies arrive in the same place — the history of a relationship is not scattered across personal mailboxes.
The trip page collects expenses, partner payments in instalments, the tour leader's cash box — issued, spent, returned — capacity and profit per traveller.
Website by egorsky.com
tourleader.club
guided diving journeys
accounting and the asset
7 September 2026 · sheet 6/7
Money is posted against a chart of accounts by double entry. Companies this size usually keep their books in spreadsheets and learn the truth once a quarter from an accountant — here the entry is created at the moment of payment.
Full accounting
16 accounts, 19 entry kinds, 3 currencies
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Chart of accounts and double entry — every payment creates an entry; manual entries and reversals are available in the panel. Nothing is posted twice and nothing goes missing
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Tax — the simplified «income minus expenses» regime with deferred accrual — the tax is visible in advance, not in April
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Payroll and contributions — accrual and payment are posted, not worked out separately on paper
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Obligations — upcoming payments and debts: to whom, how much, by what date. Partner payments are accepted in instalments and «paid» is worked out on its own
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Currency — currency purchases are posted separately and the deal rate is recorded on the payment — profit is not eaten by a difference nobody noticed
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The trip cash box — issued to the tour leader, spent, returned. Cash on a trip stops being a black hole
Management reports
one currency at a time
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What is burning — the nearest obligations and dated events
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Money backward and forward — a line of receipts and payments in both directions from today — a cash gap is visible before it happens
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Income by direction — what each line of business brings in, rather than one common pot
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Trip payback — with a chartered boat it is visible from which traveller onward the trip moves into profit. «Discount or no discount» stops being an argument
The asset
all of it belongs to the company
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Not a rented platform — no page builder on a subscription, no off-the-shelf system charging per seat. The storefront, the funnel, the panel and the accounting are the company's own, and they grow with the business instead of running into somebody else's price tier
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The data is ours — the catalogue, enquiries, bookings, documents and books live in our own database. Changing contractor or platform does not begin with «and how do we get the data out»
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It carries to other projects — the tooling behind the storefront and the advertising is tied to nothing about this business: a second project in the same niche starts from something already built
Storefront prices are converted at the central bank rate during the nightly rebuild, with our own margin on the rouble and on the cross rate: the company does not lose on a rate swing and does not scare the buyer with a price taken from thin air.
Website by egorsky.com
tourleader.club
guided diving journeys
the near future and investment
7 September 2026 · sheet 7/7
The system is built and running. What follows is the work that makes it stronger, and the terms on which the company is ready to grow faster.
What is coming in the very near future
the nearest work
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AI executors of the task flow — the task flow was built from the start so that the executor can be anyone: a person in the panel or an agent through the same interface. An agent will take the same queue — correspondence with clients and partners, payment reminders, requesting holds on places, negotiating discounts
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Buyer's cabinet — their own booking page: payment schedule, documents, correspondence
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Money events in Growity — revenue tied back to the ad click — advertising optimises against money rather than enquiries
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Filters and routes — choosing a journey by parameters; the routes section returns
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Mobile application — a notification about the next payment — the reason the instalment schedule was built
Investment
growth attracts capital
The company is not looking to be rescued: the system is built, it sells, and it counts its own money. But a growing business is always open to intelligent capital — it grows faster and harder with it. Money goes where money already is, and at this stage everything put in works on a machine that already runs rather than on a promise to build one.
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Not everyone is a fit — commercial interest is a given on both sides. But the strongest results come from someone who matches the subject: who understands diving, travel, and the people who buy them
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A partner, not a wallet — somebody inside the subject brings connections, a name and an instinct for destinations along with the money — that accelerates growth more than the sum itself does
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The gain runs both ways — the company offers a finished circuit: the storefront, the task flow, the books, and advertising that measures itself in money. Nothing has to be taken on trust — it is all visible in figures from the first day
Terms are discussed on the substance — from the tasks of growth, not from need. The first step: a letter to info@tourleader.club with «Investment» in the subject line, which reaches the owner directly rather than the general enquiry queue. Say what volumes interest you and on what terms you would consider placing them. What follows is a conversation: we look at whether the tasks, the timing and the subject line up. Where they do, the company puts together a proposal; where they do not, that is a normal outcome too, and we say so at once.
Where the figures come from
sources
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The catalogue, the pages and the state of automated collection — from the built site as of 7 September 2026.
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Impressions, clicks and average cost per click — exported from Yandex Direct for 1 March — 6 September 2026, amounts net of VAT.
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Campaigns, products and funnel stages — from the working Growity account as of 7 September 2026.
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Accounts, entry kinds and task rules — from the running system.
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Query frequency — Wordstat, Russia region, August 2026.
The document prints to PDF from the button in the top bar. The on-screen version of the report is behind the «To the presentation» link.
Website by egorsky.com