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