Johnny Goh, Founding DirectorThis nuanced approach is offered by Ashoka Tree Associates, a boutique financial service firm based in Singapore. Under the leadership of Johnny Goh, founding director, the firm specializes in providing tailored business advisory to a dynamic clientele, including startups, growing enterprises, and SMEs. He also established a social enterprise, Agarwood Corporate Services for accounting practice which trains and recruits staff with disabilities to provide corporate services with positive social impact.
Johnny has charted a course that many professionals can only aspire to. From his beginnings as a student of accountancy to being a chartered accountant, his extensive career covers a full spectrum of finance domains that spans from auditing, corporate banking, private equity investment, merger & acquisition deals and CFO of public listed company. His journey reflects the power of experience and expertise in shaping financial deals. He is also an accredited and approved Singapore Certified Management Consultant recognised by Enterprise Singapore.
He specialises in small and medium enterprises (SMEs) markets having previously worked with middle market investment fund houses of over USD 250 million AUM and often stepped into roles as a CFO or director of his investee companies to oversee the financial management and directed them toward remarkable growth phases.
“My background and experience in the industry allow me to deliver the same style and quality of service as those prominent industry players, but with a more hands-on, practical approach that ensures real-world success,” says Johnny. His shift from mainstream financial roles to founding Ashoka Tree Associates was driven by a desire to offer more hands-on, practical advisory services beyond the norm. After over 28 years of experience in these corporate backgrounds, he feels his contributions to the world, while necessary, are not truly making a difference in this world. He believes that the years of work for large business, investment funds and financial corporates did not mean as much as using the experience, skill sets and time to support our small business and startups community.
Johnny now supports the SMEs with their financial management, compliance, investment and business advisory as he applies his corporate experience from mainstream financial roles to guide mergers, acquisitions, fundraising efforts and corporate services. His deep understanding of a business’s financial and operational facets enables him to offer strategic, actionable advice.
Beyond the commercial world, Johnny is also involved in charitable causes and social sector capacity building, including advising charities and social enterprises on financial and digitization solutions. In year 2024, his accounting practice Agarwood Corporate Services was honored as Brands for Good with positive social impact and also received the Enabling Mark (Silver) by SG Enable, which is now recognised with a national-level accreditation framework that benchmarks and recognises employers for their best practices and outcomes in disability-inclusive hiring.
Johnny Goh aspires to transcend the traditional roles of corporate services including accounting and taxation as well as consultancy such as investment and business advisory etc. It provides endto-end transaction services and financial advisory services, from accounting, taxation, payroll and supports deal sourcing, evaluation, structuring, due diligence, exits and liquidity events including trade sale, mergers and acquisitions or initial public offering preparation.
“We don’t just advise; we actively ensure all aspects of the financial operations and management are streamlined and free of discrepancies to facilitate eventual realization of shareholder value,” says Johnny.
My background and experience in the industry allow me to deliver the same style and quality of service as those prominent industry players, but with a more hands-on, practical approach that ensures real-world success
Operating out of Singapore’s highly regulated but also pro-business environment enhances his ability to handle dynamic and complex financial scenarios.
The firm’s dedication to customercentricity has not gone unnoticed. It is recognized and accredited by Singapore government agencies, allowing it to offer services partially funded by government grants. This advantage provides substantial cost savings to clients, slashing their expenses by as much as 50%; a testament to its commitment to value and efficiency.
Its expertise in assisting clients in growing their businesses is evident in a case involving the transformation of a cafe chain. The rapidly expanding chain faced operational inefficiencies due to outdated manual processes and increasing business volume. Recognizing the need for automation, Ashoka Tree Associates engaged in a comprehensive business process reengineering initiative, including digitalizing sales, inventory management and customer transactions. It implemented cloud-based point-of-sale systems and integrated e-commerce platforms with AI and machine learning capability accounting solution to curate a holistic cloud integrated enterprise resource process, improving operational efficiency and data accessibility. This transformation was crucial post-COVID, as it facilitated remote management and reduced physical paperwork, positioning the business for sustainable growth and profitability.
Staying Ahead of the Curve
Recognizing the transformative power of technology, Ashoka Tree Associates is integrating advanced cloud-based accounting software like Xero to streamline client operations. This has proven particularly beneficial for SMEs, allowing them to automate e-commerce, inventory management, and accounting processes, enhancing operational efficiency and scalability.
Johnny’s unique approach sets him apart, characterized by a keen ability to identify potential and guide investments from inception to successful exits. His extensive experience across the investment cycle, from evaluating proposals to orchestrating strategic growth initiatives leading to IPOs or lucrative acquisitions, marks him as a leader in financial strategy.
As Ashoka Tree Associates continues to evolve, Johnny remains committed to bridging the gap between high-level advisory services and accessible, impactful support for SMEs. His plans include expanding the firm’s digital transformation offerings and exploring new sectors where his hands-on approach can drive significant change.
