How TURE Brought Financial Planning to a Business Built on Seasons
TURE runs adventure tourism in Ukraine — mountain trekking, rafting, ski trips, its own "White Elephant" and "White Bison" accommodation chains, and outdoor competitions, with operations stretching across the Dniester, the Carpathians, and Ternopil. Roman Kozachuk, Head of Marketing, joined the company in 2016 and helped formalize its marketing function in 2020; the business scales from a four-person core team up to 25-50 employees at peak season.
“Intuitive management without plans and budgets can yield short-term results, but financial planning makes a business resilient.”
— Roman Kozachuk, Head of Marketing, TURE
Challenge
Kozachuk's early years at TURE meant wearing every hat at once. "I had to work across various departments: from coordinating guides and logistics to managing a seasonal rental in Ternopil and even working as a guide myself. This provided me with a 360-degree view of the business," he says — a view that made the gaps in the company's finances hard to ignore.
Tourism is an unforgiving business to run on spreadsheets. TURE's finances lived in manual Excel files with complex formulas that took time to update, so the picture was always a step behind reality. Trips could need a same-day change because of weather, the market itself contracted sharply after February 2022, and demand swings hard between summer peaks and winter lulls. On top of that, operations were scattered across multiple locations, with no quick way to see total spending by category across the whole company.
Solution
TURE moved to Finmap in early 2024, looking for a transparent expense structure and real-time visibility into project profitability. The company's sole proprietorships (FOPs) connected their banking directly to the platform, replacing manual entry with live data. "Finmap helped us automate our processes beautifully. Integration with banking for our sole proprietorships (FOP) pulls data in real-time. We can now see the financial picture categorized by channel: Meta ads, Google ads, design, or branded merchandise," Kozachuk says.
That channel-level breakdown, paired with Finmap's Plan vs. Actual view, gave TURE instant budget visibility instead of a delayed one, and let the team draw a clear line between operating expenses and capital expenditure — a distinction that matters for a business investing in accommodation chains while also running day-to-day trips.
Results
Kozachuk frames the shift less as a software swap and more as a change in how the business is run. "Intuitive management without plans and budgets can yield short-term results, but financial planning makes a business resilient," he says. For a company whose demand can move in a day because of weather, or in a year because of a market shock, that resilience is the point.
His advice to anyone considering the same path in tourism is direct: "If you want to enter the tourism industry, you must be passionate about it because the challenges are real. Finance is the tool that shows you exactly where that passion is leading you."
TURE's account doesn't cite a specific revenue, cost, or growth percentage from the switch — the change it describes is structural: real-time bank data instead of manual entry, spend visible by channel instead of buried in formulas, and a plan the business can check itself against instead of finding out at year-end whether the numbers worked. In a business this seasonal, knowing the plan-versus-actual picture in real time is itself the win.
