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PRILA Business Proposal

Executive Summary
PRILA is a social enterprise creating sustainable economic opportunities for individuals living in
Latin America, while providing them the opportunity to decrease and ultimately eliminate the
improper treatment of recyclable waste in their cities. Working through local-based staff, we
partner with groups of individuals to create sustainable recycling facilities, generating lifechanging income while decreasing the amount of recyclable waste in landfills to abate major
environmental and health degradation.
Although some Latin American cities have waste disposal and recycling services, many of them
are corrupt and dont have the proper funding or training needed to fulfill the service efficiently
and correctly (Waste Management World). Also, many of them charge very high prices to both
the members of the community, and corporations that buy their product. This void in proper
funding and training has caused a massive amount of improperly disposed of waste leading to
major environmental impacts and considerable health hazards in communities in Latin America.
Latin American cities are facing a very critical and urgent waste management situation that
needs to be addressed immediately while there is still an opportunity to solve it.
The founders of PRILA, Max Jaye, Eno Ulshafer, and Anne Chase, saw an opportunity in this
pressing issue to implement a solution that would be system changing, sustainable, and can
bring significant environmental change to the areas. By selling our material to corporations, we
keep that waste out of the landfills, give a second life to the materials, and prevent more waste
from entering the landfill. Our facilities are financially stable with a steady source of income as
waste will always be produced. Generated income and profit feeds directly back into the
program and is used solely for the improvement and operation of our organization.
Despite the fact that the initial startup cost is relatively high, our net revenue (monthly gross
revenues minus monthly expenses) will allow our facilities to continue operating long enough to
establish our company in the community. With a steady source of income from selling both
recyclable materials and our recycling-bins, along with a varying amount of support from the
government, our company will be able to return your investment after the first year.

Product or Service Line

At PRILA, we work to implement private recycling companies across Latin America, teaching
environmentally sound management, creating job opportunities for individuals in need of work,
establish eco-friendly partnerships with major corporations, and act as an instrument of change
within communities. We partner with locals and provide them with the training necessary to
generate life-changing income for themselves and their families and to create a significant and
meaningful difference in their community and environment.

Our recycling bins will be manufactured out of recycled plastic generated by the facility, and
then distributed across the city, approximately one on each block in residential areas, in
convenient locations, in business areas, and appropriately located throughout the slums. Two
color coded bins will be installed in each location, one for the collection of fiber components,
paper and cardboard, and the other for containers, glass, plastic and cans. Bins will be color
coded to act as the first step of the sorting process, ducking beneath the costs and the
ineffectiveness of single-stream recycling, and will be creating the highest quality product with
dual-stream recycling. Not only will the distribution of cans act as the method of collection, but
also as another source of income for the facility. We will encourage residents to make the effort
to separate their recyclables from other waste. As our company grows and progresses, we will
expand our reach over the city, but as of now, we are going to be providing our service to
approximately 200,000 residents, hopefully increasing this number each year.
The bins will be collected weekly and transported to the facility by truck from residential and
business areas and by foot/atv in slums. At the facility, the materials will be sorted for the
second time by hand by our efficient employees who currently collect and sell recyclables as
their source of income. The waste will run through the machinery, making its way to become
compounded blocks of lucrative material. One 1,500 pound block of compressed aluminum
cans can bring in roughly $1,000 dollars of income. 5% of produced material will return to the
manufacturing of recycle bins, increasing our reach in the community. 80% of produced material
will be sold to corporations. Recycled-content products perform just as well or even better than
their virgin counterparts, making recycled materials in high demand. Constructing contracts with
our buying corporations to actively participate in recycling their production waste, as well as
pursuing the usage of recycled material in their products, will promote environmentally
considerate corporations in Brazil.
15% of the produced recycled-material will be sold to the local government funds for building
roads, playgrounds, etc. We will also offer to absorb their pre-existing, recycling programs for a
percentage of their previous annual budget. This will allow our program to grow and offer
governments with financial strains an opportunity to lower their recycling cost while receiving an
improved recycling program.
Processing plants will cost approximately $400,000 each. Once the rest of business expenses
are added to the start-up cost, it comes to about $750,000. This number includes wages for
each local based employee, the trucks used to transport the waste, and the production of bins.
Our return profit will be very fast, and we should be able to break even in less than 5 years.
Our facilitys energy supply will be from Aterro Bandeirantes Gas to Energy Project (BLFGE),
the largest landfill gas to energy power plant in South America. BLFGE collects and processes
biogas from the Bandeirantes landfill in Sao Paulo, 435.8 km from Rio de Janeiro, and
generates electricity at an on-site power plant. The energy produced is clean and created by a
renewable resource. Not only does this project significantly reduce the release of CO2 into the
atmosphere, but the energy is relatively cheap, keeping our monthly costs down. By partnering
with BLFGE, our company invests in local revenue streams, increases awareness of climate

change and renewable energy in the community, and leaves our individual facilitys carbon
footprint nearly invisible.
By the time the facility is up and running, healthy and sustainable, employees will be trained,
well prepared, and will be able to be completely independent and self-reliant. At that point, our
crew will be able to move to the next location, allowing our company to be replicable in other
areas and create a larger impact. In each location, we will adapt to the unique demands of the
community, allowing and encouraging community members to take it into their own hands to
create the most meaningful and beneficial facility.

Management Plan
At PRILA, we prioritize designing a management plan that helps our employees sustainably
transform their pressing waste management issue, into a life-changing source of income. Latin
Americas vast unmet demand for a recycling program provides an opportunity for PRILA to
partner with locals, to earn a better future and escape the cycle of major environmental
Along side our excellent employees on the ground, we have an exceptional management team
with key set skills that will ensure the success of our company. This management team consists
of the founders and U.S based staff responsible for mentoring and partnering with local based
staff to determine the most efficient routes, best location and gain permission from the city to
install recycling bins the local individuals. By providing extraordinary management skills to
qualified local individuals, the facilities will be self-reliant and will lead to success. The U.S
based staff will be a volunteer effort for the first 2 years, allowing all generated profit to feed
directly back into the company.
Our company will have a fairly large number of total staff because our number of employees will
include U.S based staff as well as international based staff. The employment opportunities vary
from directors, to managers, to the employees collecting, transporting, and sorting in the facility.

The wage scale varies depending on the job title and the location of the facility. In our initial
location, Rio de Janeiro, the minimum hourly wage as of 2012 is $2.48 an hour. Within the first
year, wages will be lower than the projected ideal pay, however as the company progresses,
wages will increase each year. This increase will ensure worker reliability, draw in more
employees and awareness of the importance of recycling, and will act as a life-changing source
of income for employees.
Employees responsible for collection and transportation will be paid approximately $4.30 an
hour considering the physical labor the job entails. From driving, lifting, and sorting this job is
meant for efficient workers who can work at a reasonable speed.
Those in charge of sorting and transferring materials to conveyer belts will be paid $3.30 an
hour. When individuals make the career transfer from working in the landfill, collecting
recyclable materials, to working in our facilities, not only will they make a bigger impact in the
recycling initiative, but they will also see an exponential increase of income and quality of life.
By working in the facility, they will be protected from diseases from landfills and will learn
important skill-sets needed in todays career fields.

Director/management jobs will include; Finance Director, Operations Director and Manager,
Marketing Director, and Human Resource Director. These positions will be the highest paid in
our company as they have the responsibility to keep the facility up and running, make
improvements, and support the progression of the company. With a newly acquired skill set,
managers will experience a dramatic expansion of opportunities in their life. With the large
amount of responsibility they carry, they will get paid around $6 an hour.

Market Analysis
Brazil has an overall recycling rate of 1% but larger cities (Recycling in Brazil), such as Rio de
Janeiro, have above average recycling rates because of the many waste pickers in the area.
Historically, Brazil has had very high recycling rates for aluminum cans. In 2005 they recycled
96% of the aluminum cans sold that year, approximately 9.4 million cans (CEMPRE). Despite
this, our company will collect and recycle aluminum can, however we are going to focus on
other products with lower recycling rates such as steel cans, paper, and rigid and firm plastic.
Many of Brazils recyclable products have about a 50% recycling rate, including steel cans with
a 49% rate in 2007 and paper with a 45% rate in 2006(CEMPRE). However, plastic both rigid
and firm have an average recycling rate of 17.5% every year(Recycling in Brazil.)
Rio de Janeiro has a total population of 6.3 million and only a third of them receive proper
recycling services. This means we have a large target market of 4 million people in just Rio.
When we start growing and expanding our service to different cities across Brazil and in Latin
America, our potential demographic will grow exponentially. However, as a startup company we
will be looking for funding just to start our first facility, this is why we will be offering a special
offer to any company who gives us a start up fund. We will offer them a base price on our
product that they will receive forever, whereas other companies will be subjected to price
One of the biggest challenges our company will be facing is infiltrating the market. Considering
there are some pre-existing recycling companies in Latin America, we will have some
competition. However, PRILA is easily considered the preferable company because we sell
more product for the same price as other companies, have the best quality products on account
of our dual-stream system manufacturing, will offer our service to the population living in slums,
and will have attractive advertizing demonstrating our sustainable practices and community
Although there are few recycling programs in place, our target markets dont overlap, lessening
the competition. Working towards a common goal of increasing recycling rates in Rio de
Janeiro, other programs act more as partners than critical competition. Considering of the
population is still in need of a recycling service, PRILA will have a large market to serve avoiding
competing with other companies.

Marketing Strategy
PRILA will introduce our companys objective to the publics attention by using extensive
advertising and expanded distribution to increase revenues and growth rates. Our strategy is to
commit 100% of our efforts on the market for recycling collection as well as raw recycled
material distribution. By doing so, we expect to quickly develop a leadership position in both
markets. PRILAs key personnel will stay in contact with our users, and will be able to respond to
changes in the market to ensure customer satisfaction and to guarantee our companys
Our basic marketing strategy is to work with local individuals on a one-on-one basis to ensure
their service needs are met as well as the performance of the company is exceptional. We
believe that healthy relationships with our employees, users, and customers is the key to repeat
business, promoting recycling rates and the stability of each facility.
Sending monthly press releases to the local media and press will bring service and company
coverage to the eyes of the users and customers. Doing so will educate the population about
the benefits and need of recycling while also increasing revenues and user activity, thus
creating a significant environmental impact. Corporations will also recognize our sustainable
practices and community support, creating a larger number of customers.
Social media will act as the most influential and frequent form of advertisement. By using social
media platforms such as our website, Instagram and Twitter, our company will be able to access
a large amount of the younger population. By reaching these generations, not only will they be
educated about the importance of recycling, but will also create the most substantial change in
the future.
Our company slogan is, Reduce, Reuse, Rebuild. This slogan quickly and simply explains that
we are a recycling company while also using a normal recycling term and changing it, similarly
to the way we want to reinvent recycling as a whole. Also, we use the word rebuild optimistically,
but mostly to communicate that waste has caused a lot of damage to the Earth, but it is not too
late to re-make. Lastly, we chose this slogan because it is short enough for companies to easily
print it on our bins, and is distinct enough for people to remember hearing or seeing it.
Distribution of our service in our initial location will begin at a total of 200,000 users located in
areas in desperate need of recycling service. Careful and strategic marketing will create more
recognition and will increase our potential demographic, allowing our total number of users to
increase each year. An increase of users not only contributes to the growth of the company but
also to the growth of recycling rates with major environmental and health improvements.

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