tourleader.club
guided diving journeys
what the company sells
18 October 2026 · sheet 1/9
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 seven months it added a catalogue that fills itself, a journal that publishes itself, advertising measured by funnel steps, payment on the site, a buyer profile, trips run by checkpoints, partner correspondence gathered in one database and sorted by AI, 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
129
boats with cabins and schedules
79
dive resorts at the buyer's level
85
items of our own equipment
Plus 125 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 1,686 pages in two languages: 853 Russian and 833 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 → October 2026
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The storefront — was a site on a page builder in one language — now 1,686 pages in two, rebuilt on every change
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The catalogue — was whatever had been typed in by hand — now 208 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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Payments — were collected by hand — now every traveller has a payment plan for each trip in their profile: schedule, discounts, changes
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Advertising — reported clicks — now a funnel from the ad impression to payment
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Management — who to write to and when to chase lived in someone's head — now tasks appear on their own
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Correspondence — lived in personal mailboxes and phones — now in one window, and buyers are written to where they reply
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The trip — lists for the hotel and the boat were typed by hand — now the Rooming List and Flight Info assemble themselves from participant data
Next: automation and design (sheet 2), advertising (sheet 3), search and the single door (sheet 4), booking and the task flow (sheet 5), profile and correspondence (sheet 6), running the trip and partners (sheet 7), accounting and the asset (sheet 8), the near future and investment (sheet 9).
Website by egorsky.com
tourleader.club
guided diving journeys
the system runs itself
18 October 2026 · sheet 2/9
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 channel
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The catalogue fills itself — all 129 boat cards and all 79 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 channel runs to a plan — posts go out every other day under regular features — from the road, overnight stays, pioneers, places — planned two weeks ahead. A post linking to a journey is labelled as advertising on its own: without the token it does not go out. Journal articles go to Dzen in full. The channel stays alive even when everyone is busy
208 cards filled automatically, 30 trip reports produced to one shape, a channel post every other day, by regular features.
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-eight: 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
18 October 2026 · sheet 3/9
Paid advertising runs through Growity — a system that follows an ad click through to payment and allocates budget by what brought in money. 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 payments, not by clicks
255
catalogue items as products
1
goal for the platform — payment
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Visitor steps — impression → click → page view → journey view → enquiry → payment. The enquiry and the payment come from the server, not the browser
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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
running: every buyer payment
The funnel no longer stops at a submitted form: its bottom is money. It is not the enquiry that pays the company but the buyer, so a campaign producing cheap enquiries from people who never pay no longer looks like the best one in the report. The platform learns from those who pay.
Booking fee
4,900 ₽
Every further payment
amount and currency
Refund
takes the result off the purchase
Payments come from the books rather than from the browser: the funnel totals reconcile with the account turnovers to the cent. Every payment is tied to the visit the buyer came from, and every campaign shows the cost of a buyer, not only the cost of an enquiry.
Yandex Direct
1 March — 5 October 2026, 219 days
14.57 ₽
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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Cost of a buyer — revenue is tied back to the ad click: every campaign shows the cost of a buyer, not only the cost of an enquiry, 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
18 October 2026 · sheet 4/9
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 expedition
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; every visit to the site is recorded before any enquiry, and the card shows which ads, letters and pages brought the person. A journey programme can be received as a file in exchange for a subscription — someone not ready for an enquiry stays in touch. 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
18 October 2026 · sheet 5/9
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 a 4,900 ₽ booking fee, 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. Booking fee of 4,900 ₽ — by QR code on the site; it holds the places for 7 days and is refunded in full if there are none; 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 — payments on the site, a receipt under 54-FZ, FFD 1.2, the order number on the receipt. The payment was verified from the button through to the accounting entry; the site reconciles payments with the bank on its own, even without a notification from the bank
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The fallback — if a payment fails, an invoice is issued rather than a refusal shown; the QR code stays valid until the end of the day
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Confirmation and invoice — a booking cannot be confirmed until the price, departure date, email and seller of the trip are filled in. A foreign-currency instalment is invoiced in roubles at the site rate; if the rate rises by more than 1%, a new invoice goes out on its own
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Price that drives the sale — rises in steps towards departure, with an «Until the increase» countdown on the site; «Few Spots Left» is calculated from places sold on its own
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Traveller profile — a detailed payment plan for each trip: a clear instalment schedule, the discount if there is one, and every change to the schedule
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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
profile and correspondence
18 October 2026 · sheet 6/9
A person handing over €2,000 and upwards for a journey expects to be treated the way a private bank treats them: no passwords, no repeated questions, in the messenger they already use. All correspondence sits in one window for the manager, and not a single message is lost.
The buyer profile
no password
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Sign-in — by a code sent to email or with a button in Telegram. The profile holds the trips, the payment plan with payment, the programme, flights and participants
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Where to write — the buyer chooses the channel and connects Telegram with one button; the email changes only through a code
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Reviews — left by someone who can be answered — the moderator replies both publicly and personally. Questions and answers on the pages come only from real buyers, with a name and a date
Correspondence
one channel per person
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Where the person replies — a manager's reply, a payment letter and a sign-in code go where the buyer replies from; if there is only a phone number — SMS, the paid channel comes last. The conversation does not hop from email to messenger and back
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Reading is visible — under every message — when it went out, when it was opened, when the link was followed. The manager does not guess whether the invoice arrived
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A letter did not arrive — the manager immediately gets a task on that booking and the work chat gets a message. The buyer is not left without an invoice because a letter quietly went missing
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Branded letters — a letter about a trip carries the journey card — photo, dates, price; a manager's personal reply looks like a letter from a person. The letter is in the buyer's language
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Newsletter — reviews of new journeys and discounts as a branded letter to those who agreed to receive them; about half of the letters are opened, and enquiries after a letter are visible in the panel
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A buyer who left is brought back — a cancelled booking receives one letter with a smaller first instalment for 24 hours, and paying returns the booking to work on its own. Someone who has not paid the booking fee gets a reminder 10 minutes later wherever they find it easiest to reply
One person — one card: a shared email or phone merges cards on its own. The whole history — enquiries, bookings, letters, calls — on one page, and a new manager picks up the conversation mid-sentence.
Every letter sent to a buyer is kept exactly as it went out and is shown that way in the panel.
Website by egorsky.com
tourleader.club
guided diving journeys
running the trip and partners
18 October 2026 · sheet 7/9
The booking director's logic has been moved into the system. A mistake in the boat list costs a cabin, a forgotten visa costs the trip; here such things are not kept in anyone's head. Correspondence with partners sits in one database, sorted by AI.
Running the trip
by checkpoints, not by memory
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Checkpoints — three months, one month and two weeks before departure — each trip has its own tasks: tickets, lists for the supplier, documents for travellers
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Lists on their own — the Rooming List for the hotel and the boat and the Flight Info are built from participant data: cabin, passport, flights. An entered flight is a bought ticket
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Visas — a task only for those who need a visa by citizenship; a hint in the traveller's profile
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The programme — fourteen days before departure the traveller receives the file of their own trip: days with photos, meeting and transfer, the booking price line by line, paid and outstanding
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Extras — price → consent → booking with the supplier → confirmation; consent changes the booking price at once
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Tour leader — the passport is read from a photo; the contract, the consent and the signature agreement are signed with one SMS code; without both parties' signatures the trip cannot start
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Costing — the price of a place from costs, tax, acquiring, a currency buffer and discounts; a table by group size; the price goes on the site with one button
Partners and AI
all correspondence in one database
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Manual control — temporary — the booking agent turned partners' replies into offers with a price, a hold and a deadline and drafted letters that negotiate. Today every AI action is approved by the owner and agents are switched on one kind of work at a time — this is how the system is tuned. The goal is a company without people: AI serves travellers, organises trips, books and resolves problems on the road by itself
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The mail archive — the shared mailbox and the managers' mailboxes in one archive going back years. For each partner — the whole history, the people, who answers fastest, past-season terms. A departing employee does not take the relationships along
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Partner discounts — 1,161 mailings from 40 partners collected from the archive; the discounts have been extracted and matched against our trips — negotiation rests on who conceded what, when and by how much
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Company profile — instead of hotel and boat questionnaires — one page and a PDF about the company: markets, guests, sales
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A partner badge — a badge is ready for boat owners and resorts, linking to their page with us — every such link lifts us in search
Company money is seen only by those who should see it: a sales manager does not see purchase prices or profit, a booking manager sees trip profit, reports and the cash box are for the accountant and the owner. The check is on the server.
Website by egorsky.com
tourleader.club
guided diving journeys
accounting and the asset
18 October 2026 · sheet 8/9
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; an expense is recorded with a photo of the receipt in the work channel
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Idle money — the balance not needed before the next partner payments goes on an overnight deposit and returns by morning
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Agent receipt — each trip records whether the company sells it itself or as a tour operator's agent; the receipt and any refund follow that scheme
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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Tour operator report — what came in for that operator's trips, cash included, and what was sent through them — with the discrepancy per trip
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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
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Under watch — site availability is checked from outside around the clock, and the status page is open to everyone
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
18 October 2026 · sheet 9/9
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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Towards a system without people — the model gets everything it needs from the site and answers in a single call, the owner approves the action; whatever AI does again and again without edits moves to automatic: correspondence, replies to buyers, booking, support during the trip
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Bookings confirm themselves — the booking fee is paid and places are available — 10 minutes later the booking is confirmed and the letter with the schedule goes out at once
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Payment from abroad — the booking fee by card on the English version: a buyer from any country pays in their own currency
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Filters and routes — choosing a journey by parameters; the routes section returns
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. Who understands how business, AI, IT and advertising work, what risk is and how to manage it
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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 18 October 2026.
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Impressions, clicks and average cost per click — exported from Yandex Direct for 1 March — 5 October 2026, amounts net of VAT.
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Campaigns, products and funnel stages — from the working Growity account as of 18 October 2026.
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Partner mailings — from the company's mail archive.
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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.
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The report reflects system version 8ba72c5c of 18 October 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