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The socially responsible consumer is on the rise in Asia, with

more and more people seeking to introduce LOHAS values


(Lifestyles Of Health And Sustainability) into their lives. As
the region continues to urbanise and develop at a rapid pace,
customers are demanding better from the brands they buy
better products, better practices, better materials as they
seek to find balance between gains in their standard of living
and the strains this can place on the planet.
introducing ecoSmart
It is a decade that, we believe, could usher in a new era wheresustainability
issues are fully integrated into all elements of modern life, where business
and market forces are truly aligned with sustainability outcomes.
ecoSmart embrace this new era of sustainability by providing shopping
experience that goes beyond the products. ecoSmart is a green retail
concept store that offers a wide range of natural, environmentally
responsible, sustainable products in four categories:
1. Green Building Material
2. Green Technology
3. Green Lifestyle
4. Green & Healthy Food
ecoSmart also will actively shaping consumer and customer awareness,
attitudes and needs. Our aim is to create sustainable business that
ethically driven, and commercially focused.
ecoSmart history
PT. Little tree was founded in October 2008 and originally planned
as a Green building Center and Eco Mall with Little Tree as the
main brand.
In April 2012 we launched our Green Team concept introducing
our One-Stop-Solution approach.
In April 2013 we launched our re-branding ecoSmart with the
tagline Solutions for Life and introducing our 100% plant based
commercial cleaners and safety solvents under Cleaning
Solutions for Life and our d2w oxo-biodegradable plastic
additives under Plastic Solutions for Life.
ecoSmart offer green and healthy everyday solutions that improve
peoples lives; sustainable, eco- friendly products that reduce
harmful chemicals and environmental waste.
management team
Stephen Palmer Advisor
Stephen has a degree in industrial engineering and has been living in
Indonesia for the last 25 years. He has brought the surf industry to
Indonesia in the late 70s is seen as one the early retail pioneers in
Indonesia. Stephen is an expert in marketing and branding but also
has an excellent understanding of technological solutions
Christian Fritz Managing Partner
Founding partner, founder of Bali International Consulting Group and
Bali Export Development Organization with 12 years of sustainable
development experience in Indonesia specialized in SME
development, sustainable production and sustainable tourism.
His strength is in business development and marketing
Arief Ayip Budiman Creative Advisor
Ayip established Matamera Communications in 1991, a creative
agency focusing on design, marketing communications, strategic
planning and branding. His biggest interest is synergizing sustainable
design feasible to implement and creating impact on various aspects
in life.
a sustainable brand model
ecoSmarts Vision is to become the ultimate business for Sustainable
& Natural Ecological and Economical Development Solutions by
offering products and services.
ecoSmart offer green and healthy everyday solutions that improve
peoples lives, actively shaping consumer and customer awareness,
education, attitudes and needs.
VISION
MISSION
mission statement
ensure that ecologically friendly
practices and life style will be an
ever increasing reality for
Indonesia and to contribute
sustainably to a triple bottom line
brand projection
PURPOSE
CREATE DELIVER
TO BE THE ULTIMATE
SOURCE FOR
GREEN & SUSTAINABLE
PRACTICE IN INDONESIA
VALUE
SUSTAINABILITY
UNITY & INTEGRITY
SERVICE EXCELLENT
ATRIBUTE
BENCHMARK
TRUSTED
SUSTAINABLE
INNOVATION
BUSINESS MODELS
PRODUCTS
SERVICES
PLATFORMS
Our values are what we
hold steadfastly to as a
brand it forms our belief
system and the way we
think, interact & behave
SUSTAINABILITY
We dont treat environmental sustainability as
something separate from our base business.
We share, deliver and assist people to learn,
understand and value sustainability by doing
practical things in daily life and trust that lead
to opportunity in embracing the future better.
UNITY & INTEGRITY
We foster a strong culture of teamwork, we
share ideas, expertise and resources. We
belief of harmony in motion is constantly our
reason for being. Relationship we foster
passionately with our partners are built firmly
on trust, honesty and honour.
SERVICE EXCELLENT
Focus and professional to live what we
promise, meeting our customers expectation
in service excellent.
brand value
sustainable business plan
business plan
Over the years PT. Little Tree has build up a strong consumer based marketing presence
online via our website www.littletreebali.com as well as on Facebook through our two
pages http://www.facebook.com/littletreebali and http://www.facebook.com/d2windonesia
To further expand our market position and to reach our desired
markets we aim at :
1. Managing modern communications platform and information source with 72% of the
Indonesian population being influenced in their choice towards more environmental
friendly products and services.
2. Feature in Magazines & Newspapers, which influence 64% of the population.
3. Improve companys website and social media networks as the internet or websites
influence 67% of the population.
4. Sponsoring community development events, recycling and plastic waste related events.
5. Exhibiting in major national sustainable and green products, lifestyle and plastic
packaging trade fairs.
6. Working closely with the national government in regards to policies on waste
management and recycling
7. Expand our presence to Jakarta and Surabaya to market our offer directly to the industry
8. Partner with a finance service provider
9. Purchase full BCI Asia building and construction data base
market opportunity
Indonesias consumer market is segmented into 18% LOHAS, 25%
Naturalites, 24% Drifters, 18% Conventionals and 15% Unconcerned.
Given the population of Indonesia of 240 million both the LOHAS and
Naturalites make up 43% of the population based on NMI Market
Research reports in 2010. Based on Little Trees historical average
sales of USD 20/customer, the estimated potential market size is at
USD 2 billion.
We would expect to reach 5% of our target market in Bali (est. popula-
tion 3.9 million) and 1.5% of our target market in Jakarta (est. Popula-
tion 10 million) and Surabaya (est. Population 5.6 million) over the next
four years, generating sales of USD 3.7 million.
LOHAS worldwide consumer segmentation
competitive advantage
Within Indonesia there are various competitors, mostly very specialised,
so they either focus on organic and healthy foods and body care or they are
manufacturers of environmentally friendly products.

There are a few concepts similar to ours, which are mainly small eco
shops, where consumers can get organic and healthy foods, body care
products and some lifestyle products such as clothing and home decor.

Our competitive advantages are:
1. Close cooperation with manufacturers and suppliers on quality
assurance and price competitiveness
2. Wide range of products to provide for a One-Stop-Shopping experience
for consumers
3. Constantly identifying and partnering with new manufacturers and
suppliers adding value and innovation to our offer

Looking at the opportunities for our business to gain a bigger share in our market
segment, we need to address the consumer needs identified. First, we have to
ensure that all our consumer products offered have a relevant story in regards to
production processes as well as benefits both environmentally and health
related that makes it easy for the consumer to make an educated choice compared
to conventional products.
One of our major jobs will be to ensure availability of our product portfolio through
mutual beneficial agreements with all our suppliers, carrying reasonable stock of
the best selling products and ensuring prompt delivery terms.
In addition we will also be looking into international and national certification of our
product portfolio and the company itself, as consumers in Indonesia are quite aware
and also quite influenced by certifications and seals. We will be working closely
with all our suppliers to ensure that certifications are achieved where applicable.

competitive advantage
people products
place programs
Integrated
Business Services
Expert Pool & Networks
Project Management
Green Concept Store
Office & Co-working Space
Funtcion & Meeting Room
Coffee Shop
Community & Business Hub
Green Building Material
Green Technology
Green Lifestyle
Green & Healthy Food
Regular Programs
Community Programs
Events
asset management
business innovation scenarios
sustainable packaging
Indonesias plastic packaging market is estimated at 2.35 million tons/year, which
based on an inclusion rate for oxo-biodegradable additives of 1% provides for a
market sales potential of 23,500 tons or USD 305 million. We would expect to reach
0.5% of the total target market in Indonesia leading to potential sales of USD 1.5
million.

PT. Little Tree is the sole distributor of d2w oxo-biodegradable additives under
license of Symphony Ltd UK. We have been building up our market position over
the last years through a network of 17 certified plastic products & packaging
manufacturers and developing our own consumer label for oxo-biodegradable
plastic packaging.
We have made contact with the management of major consumer brands such as
Mitra Adi Perkasa Group, Indofood Group, Danone, Unilever, Nestle, Heinz and a
few others in order to add sustainable choices to their packaging value chain. We
are in close discussions with Indofood for trial samples and already supply small
quantities to Mitra Adi Perkasa Group.
sustainable packaging
We are supplying finished oxo-biodegradable plastic products to small and
medium sized companies such as Bali Buddah, Quiksilver Indonesia, Wooden Ships,
Surfer Girl and BSO Surf Shop. Based on the experience gained and looking at the
competitors advantages PT. Little Tree aims to positions itself as a partner for B2B
packaging solutions for national and multi-national brands.
So far the main market for oxo-biodegradable and oxo-degradable plastics were
plastic shopping bags and this market initially was supplied for by EPI until the
national brand Oxium entered the market and supplied at a much cheaper price but
lacking international certifications.
With d2w we provide a high quality internationally recognized product equal to our
competitor EPI, but we are more directly involved in direct marketing.
Having been in contact with some of the large multi-national companies such as
Nestle, Unilever, Danone and Heinz we need to be more focused and follow up with
dedicated account managers in close coordination with d2w head quarters. For
national super brands such as Indofood Group and Gajah Tunggal (Softex) we are
working with them on a trial schedule, but again we have to setup a dedicated team
to support this process.
green building
Indonesias building and construction industry has a projected growth rate of over
6.8% annually and looking at the Green Building market in Asia Pacific with a
projected annual growth rate of 30% in an estimated market size of USD 670 billion.

In the Energy Efficiency (EE) Market based on the market sizing, Indonesia has the
largest Industrial Investment Potential of USD 808 million followed by Malaysia
(US$529million) and Singapore (US$521million). This can be attributed to the large
industrial GDP output of the 3 countries. In addition, the presence of large, energy
intensive industries in these countries also boosts the energy efficiency investment
potential. We would expect to reach 0.5% of the total target market in Indonesia
leading to potential sales of USD 4 million.
Based on our Green Team approach and having relevant in-house experience
through our partners with energy audits carried out under the joint pilot program by
DANIDA and the Ministry for Energy and Mineral Resources.

- Three walk through energy audits completed, Malioborogh Mall in Yogyakarta,
PT. Semen Padang in Padang and a government hospital in Surabaya
- Currently engaged in the detailed energy audits with two selected buildings
- Past project references for a university in Jakarta, a fish processing farm in
Lombok and various hotels in Bali.
Within a very short time since launching our Green Team approach in April 2012 we
have had a lot of positive feedback from property developers and real estate agents
as well as architects. We have so far issued 5 MEP (Mechanical-Electrical-Plumbing
Design) proposals, from which 3 contracts have been signed and we are still waiting
for final confirmation on the other 2 proposals.
Our Green Team partners have achieved the first sales from their display booths
and there are various projects in the pipeline for which their and PT. Little Trees
products and services are under consideration.
green building
PT. Little Tree has been working on over 20 projects for flooring, decking and
refurbishment and has a good range of short to medium term projects in the
pipeline as well as an exciting range of long term large scale development project.
We have sounded the market in Jakarta with our network and architects have
indicated an interest in working with us on projects if we can establish a base there
to showcase our solutions and to work closely with them on current and future
projects.
Green Building standards have now been included in building and operational
license issuance by the government in Jakarta . Energy and water costs are
expected to double over the next years and solutions to reduce consumption will
be in high demand.
In addition ecoSmart Property Developments following our integrated solutions
approach could be a successful expansion strategy in a booming real estate market
in Indonesia.
green building
new innovation products
ecoSmart Plastic Solutions for Life
Oxo-Biodegradable Plastic Additives for PP and PE
ecoSmart Cleaning Solutions for Life
100% Natural ingredient cleaning products but effective
ecoSmart Concrete Solutions for Life
25% Reduction of cement an no need for steel mesh
Design & Consult:
Architectural Design
MEP Design
Lighting Design
Interior Design
Energy Audit
Passive Energy Design
Renewable Energy Consulting
Sustainable Development
Waste Mgt. & Composting
Bioengineering & Land Mgt.
Marketing Communications & Branding
Lifestyle Product Design
Environmental Assessment
Energy Solutions:
Solar/Wind/Hydro Power
Hydrogen/LPG Generators
Biomass Gasifcation
Central cooling chillers
Central Heat pumps
Solar & LED lights
Decorative lighting
Insulation Systems
Hot water systems
Solar water pumps
Building Solutions:
100% recycled TetraPack Roofng
90% recycled composite Decking
Reclaimed Ironwood fooring &
decking
Wall/Ceiling Coconut Tiles
Recycled Coconut fooring &
decking
Bamboo fooring
Rubber wood fooring & decking
Recycled Teak fooring & decking
Water Solutions:
Waste Water Treatment
Water Purifcation
Desalination
Solar Desalination
Rainwater Systems
Water saving taps & sanitary
Water storage
Ionizer Healthy Pool
Lime scale treatment
Water free urinals
Oxo-biodegradable Plastic Additives
Waterproofng systems
Industrial cleaners, coatings & sealers
Organic Termite Control
Cladding walls and roof tiles
Cellular Lightweight Concrete
Bamboo building structures
Yumen board for acoustic & insulation
Natural stones
green products & services listing
green team
ECOSMART BUSINESS NETWORKS
ecoSmart is working as an associated Green Team in
partnership with the leading businesses in our industry,
who have extensive experiences working in Indonesia
and the region and understand local conditions and
challenges.
ecoSmarts Green Team assists new developments and
existing operations to reduce their ecological footprint
and to improve their bottom line by reducing operational
costs and maintenance time.
green team ECOSMART BUSINESS NETWORKS
Christian Fritz Sustainable production and
tourism
Founding partner and founder of Bali Inter-
national Consulting Group and Bali Export
Development Organization with 12 years of
sustainable development experience in Indo-
nesia, specialized in SME development, sus-
tainable production and sustainable tourism.
His strength is in business development and
marketing.
Steve Piro Passive Energy Design & Energy
Audits
Founding partner of Synergy Carbon Energy
Effciency Firm. Steve is an energy effciency
specialist trained by The Pacifc Energy Center
in San Francisco and Danish Energy Manage-
ment Company.
Marcus Bishop Building Maintence and Mate-
rial Science
Founding partner of Hydrotech Indonesia,
Marcus brings a 35 years experience in con-
struction systems aimed at providing Attractive
,fully insulated, waterproof and energy effcient
structures at low cost and with minimal main-
tenance.
Paola Cannucciari Waste Management
Founding partner of Eco Bali Recycling, Paola
has over 18 years experience working in In-
donesia and for the last 7 years she has been
a recognized expert on waste management
issues.
Putra Oka Waste Water Treatment
Putras expertise is in the management and, in-
stallation and servicing of Waste Water Systems
avoiding the use of chemicals.
Charlie Hearn Architecture, MEP & Structural
Design
Director and lead architect of Inspiral architec-
ture and design studios. He and his team bring
together a wealth of experience in the design
and construction of a range of building types
from 5 star hospitality, to high end residential,
to commercial and opulent leisure. Their work
has featured throughout South East Asia and
the UK with clientele ranging from individuals
to international
frms.
Reville Saw Ecological Assessments
Scientifc Director of PT. Hydrotech Indonesia
and specialist in enhanced living landscapes
for Environmental services and Human sustain-
ability. Experience in Biosciences especially
Agroforestry, Microbiology, Aquaculture, Edible
and medicinal landscaping in Tropical Australia
and Indonesia.
Francois Pelletier Energy Effcient Hot Water
Systems & Lime scale Solutions
Technical Advisor of CV. Energi Alami, Francois
is a general engineer with more than 5 years
experience in implementing renewable energy
and energy effciency solutions in the Indone-
sian tourism industry.
Allan Dijaya Decorative Lighting
Founder of Dua Lighting, Allan has a back-
ground in dynamics engineering and custom
designs decorative and energy effcient light-
ing systems for leading hotels and resorts
worldwide.
Richard Wu LED & Solar Systems
Founder of PT. Indonesia Technology & Energy
International. Masters Degree in Electrical En-
gineering as well as LEED Certifed professional.
Specialist in Green/Alternative Energy and its
applications.
Thierry Cayot Bamboo Construction
Co-founder of Asali Bali his expertise is in add-
ing value to Bamboo construction & Natural
Building Materials using the Bali Traditional
knowledge and his experience in Sustainable &
Eco-smart Solutions.
green team ECOSMART BUSINESS NETWORKS
Greg Hinchcliffe Rural Water Access
FCubed has appointed Greg to establish their
Indonesian operations bringing their world
frst technology to the Indonesian archipelago.
FCubed creates clean drinking water from any
water source using solar energy.
Gede Warsana Natural Stones
Director and Shop Manager for PT StileWorks.
Gede has had many years in retail and now
brings his entrepreneurial skills to the Stone &
Tile industry in Bali. He offers clients a selection
of design ideas across all budgets.
Putu Andi Sustainable Building Materials
Representing Weathertex and having more
than 20 years experience in the woodworking
industry, Putu is an expert in his feld and works
with our clients on the most sustainable timber
options.
Richard Johnson Rainwater Harvesting and
Water Saving Solutions
Founder of RainWorks he has more than 20
years experience in Indonesia representing VTO
water saving fxtures and rainwater harvesting
solutions.
Troy Lowrie Water Treatment & Purifcation
Founding partner of Starfsh Bali, Troys exper-
tise is in Residential and Commercial water
treatment and water recycling technology.
Providing Drinking Water from any Source.
Yoka Sara Architect
Architect Yoka Saras approach to architecture
is to immerse in the elements that combine to
give each site its particular feel. He believes in
understanding the soul and feelings that are
engendered from the land. The aim is to
capture the clients personality within the form
and function whilst blending them with the
natural forces and energies of the site.
Rai Bangsawan Organic farming and
agriculture
After several years working in the Pacifc
islands as an agriculture consultant,
conducting trainings and research with
farmers on how to prepare the best soil, pre
and post farming to achieve the best crops, he
then return to Bali to preserve and conserve
nature and developing organic farming.
Henrih Horthy Project Management and
Engineering
Henrih Horthy has a history of over 20 years in
all aspects of design, project management and
engineering. His experience ranges from
multi-million dollar commercial developments
and industrial manufacturing facilities to
Environmental community based projects,
resorts and high-end residential design.
He is best suited to the development of
construction projects in Asian environments.
Ayip Budiman Marketing Communications
and Branding
He established Matamera Communications
in 1991, a creative agency focusing on design,
marketing communications, strategic
planning and branding based in Bali. His
biggest interest is synergizing sustainable
design and destination management feasible
to implement on various programs.
Marc Pop Energy Effcient Chillers & Heat Pumps
Marc is a climate change expert and has had
extensive work experience in Indonesia
developing CDM projects. He is representing
energy effcient chillers and heat pumps for the
industry.
Reg Worthington Architectural Lighting
Founder of NUQU Lightscape, Reg has over 10
years experience in design of interior and light-
ing applications. He has been among the frst in
Bali to offer a high end quality LED range.
green team ECOSMART BUSINESS NETWORKS
community development
and social entrepreneurship
BEDO is a Non Profit Business
Support Organization for
Indonesian SMEs based in
Bali. Our focus is on Knowledge
sharing, Networking, Trainings,
Coaching, Design, Marketing,
Exhibitions & Fairs, Product
development and all relevant
issues for the Furniture,
handicraft, home dcor, soft
furnishing, apparel and Jewelry
sectors and for any business
related with export and company
development.
Paradesa is brand initiative in food and
agriculture product development based on
value chain. Paradesa also accomplishes
ethical product and consumerism, healthy and
quality as brand value. Paradesa aims to
improve the social, environmental, and
economic sustainability of healthy food based
on agriculture of Indonesia.

Paradesa aims to set up new level of agricul-
ture products from the village by delivering the
strategy and knowledge, producing healthy and
high quality products with good design.
contact information
Christian Fritz
PT. Little Tree
Sunset Road 112X
80361 Kuta Bali
Indonesia
Email: chris@ecosmarthub.com
Web: www.ecosmarthub.com
Tel.: +62 361 752 133
Fax: +62 361 751 944

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