ANNUAL REPORT | JANUARY 2017

LEO Annual Report 2017 Contents

Contents
President’s message ............................................................................ 02

Vision and Mission / Business strategy ..................................... 04

LEO Core Presuppositions ................................................................ 05

LEO Ecosystem........................................................................................ 06

LEARN, EARN, OWN................................................................................ 08

LEOcoin Ecosystem............................................................................... 12

The history of LEO................................................................................. 16

LEOcrowd................................................................................................... 18

LEO Board of Directors........................................................................ 20

LEO Compliance and openness........................................................ 22

2017 and beyond.................................................................................... 23

Contact us................................................................................................. 24
President’s message
President’s message
Welcome to the LEO Annual Report 2016
2016 has been a long journey
for LEO. It has felt like a tough
mountain expedition, where we have
been battling up hills, overcoming
challenges and fighting the elements
to move forward step by step.
02
We have lost dear friends and
beaten several enemies and watched
international events unfold to yield
unexpected results. I have felt
personally challenged this year and
have had to reach for every ounce
of
my resilience and experience to
successfully overcome the obstacles
that have risen in front of me. At the
same time, it also feels that these
challenges are being beaten. Many
of the issues which first appeared in
2015 feel like they have now been
dealt with and it is time for us to
forge ahead leaving these issues far
behind us.
And despite the challenges we have
faced, 2016 has been a great year.
We have done too much to mention
in one message, but to briefly
summarise:
We added immense strength to our
team with members of the Advisory
Council, through Congressman
Stockman, Paul Southworth OBE, and
Peter Dillon.
In January, we unveiled Project X2
during an incredible event in Bali
and started to launch LEOcrowd.
This project has been building up all
year but it has already transformed
people’s lives and helped them
launch businesses and ideas that
this time last year were just dreams.
A few months later following the
epic LEO Europe Tour, LEOcrowd
was formally launched in Sweden.
This was an incredible personal
moment to launch a new business
in my home country.
April saw the LEO event in the British
Houses of Parliament. This involved
representatives from 22 countries as
well as MPs, Government ministers
and other important people in our
industry. I don’t know another
company in our industry that has
ever held an event like this and I
must admit, even I found the setting
intimidating, although teaching
these politicians and diplomats the
great Chinese tradition of Ganbei
was a highlight.
Summer 2016 in Athens was one
of
the truly great LEO events where
we welcomed new Members from
all over the world to Greece and
we
really saw the UK and French
speaking markets explode onto the
scene, not to mention launching the
latest LFON.
Proof of Stake came to LEOcoin
that
month as well. This change
for
LEOcoin was about upgrading
it
from a good coin, to one with true
innovation and a strong code to
back it up. LEOcoin remains the
only major digital currency in the
world using pure Proof of Stake,
and this change was the first of
many innovations that will be added
to it. Shortly after Proof of Stake
launched, LEOcoin was added to
several independent exchanges.
This is a major step as it starts to
take its rightful place in the digital
currency world.
President’s message
In September, we held an event at will try to stop us, but we should
the Great Wall of China. Once again, never stray from our chosen path.
we lived up to our epic reputation.
I We will always hold true to our
had hoped decades ago that
one vision of global entrepreneurship,
day I would hold an event at the we will hold true to the idea of
Great Wall and to see that idle people of all races and creeds
dream become a reality this year working together, and we will hold
was almost overwhelming. true despite disruptive people and
institutions who try to stop us from
Autumn also saw a huge getting to the top of the mountain.
improvement in our product offering
with the arrival of the Value Packs,
simplifying our business and
providing incredible value to our
customers and Members.
As I write this, I am also very aware Dan Andersson
of things that are just around President, CEO and Co-Founder
the corner and may have already
launched by the time you read this.
myLEOTravel, which also launched
this year, should be adding flights
early in 2017. The LEOcoin debit
card will also launch in the first
quarter of 2017 and in the next few
weeks I plan to sign a memorandum
of understanding that will lead to
the creation of LEO University at
some point next year. Additionally,
as I write this, I am personally
participating in the testing of the
LEO Smart 3.0 app, which is
coming soon.
We are showing the industry how
things should be done and are
blazing a new trail up the mountain.
In that context of innovation and
leadership in our sector, of course
we should feel challenged, of course
it should be tough, of course people
03
Vision and Mission / Business strategy
Vision and Mission
Our mission remains the same as
it has done since the day we were
founded. Our mission is service
to mankind by unleashing human
potential.
Looking ahead to 2020, the LEO
vision is clear.
In the next four years LEO will
disrupt established direct selling
business models, bypass and
surpass outdated business
landscapes, reinvent the industry
and we will share this with 100
million Members by 2020.
LEOcoin will be the number one
digital currency in the world by
several important measures –
market capitalisation, number of
transactions and, most importantly,
user adoption. Similarly, the LEOcoin
Foundation will be the leading not-
for-profit in digital currency and will
Business strategy
Creating a brand of integrity
through remaining true to our
values is at the heart of our strategy.
It is, and will continue to be, in the
fibre of everything that we do.
Specifically, we understand how
the business world is changing
and so we will migrate our entire
business to mobile platforms.
All our Members will be able to
share the LEO business with only a
smartphone in their hands. This is
a global approach to business that
still maintains local and immediate
contact with all of our Members.
04
LEO Core Presuppositions
be sharing its vision with the world. We will achieve these things, and
more, maintaining our values and
LEOcrowd will be the most integrity. We will never sell out to
successful crowdfunding platform doublethink, to emotionalism or to
in terms of its global scope, expediency. LEO will continue to
connecting investors and start-ups stand for something real in a world
all over the world. that sometimes looks like it has
abandoned rationality.
We will put more people through
entrepreneurship training than any
other organisation in the world
By 2020, LEO will become
synonymous with entrepreneurship, By 2020, LEO will become
and many will achieve university
qualifications through LEO
innovation, disruption and integrity.
synonymous with entrepreneurship,
innovation, disruption and integrity.
University.
LEO Charity will transform the lives
of millions of people around the
world and bring hope and education
to those who have none.
LEO Tower will have completed
many new property projects
providing even more opportunities
LEO Core Presuppositions
for LEO Members.
2016 has seen the arrival of the
UK and French-speaking markets
to LEO and these will continue to
grow. Additionally, we will expand There is greatness inside everyone True success causes no harm Diversity is empowering
LEO’s paw print into more and more
emerging markets, staying true to
our ambitions to bring education
and entrepreneurship to everyone,
regardless of where they happened
to be born.
This strategy is designed to
create millions of Member-owned
businesses throughout the world,
connecting people like never before.
Fast is better than slow Our Members are the heart
of our business
05
LEO Ecosystem LEO Ecosystem

LEO Ecosystem
The LEO Ecosystem gives a structure to the integrated components of the ever-expanding LEO group
which includes the following:
LEOcoin
LEOcoin was forged in May 2014, and is designed to be the currency of choice for
entrepreneurs and ordinary people across the world. LEOcoin has been built to be as simple
and straightforward as possible, and is therefore designed to have mass-market appeal.
By making the currency open and accessible to anyone, it will encourage entrepreneurs
and ordinary people to use LEOcoin as an alternative to fiat currency, or cold, hard cash. It
therefore has the potential to rock the foundations of financial systems around the world.

LEO Tower LEOcrowd

LEO Tower, established in LEOcrowd is a crowdfunding
2012, is a property investment platform that connects people
company with a portfolio of seeking funding for creative
projects around the globe. ideas or start-up businesses,
Every LEO Member has with people who are willing to
the right to aspire to own fund such projects. LEOcrowd
something now as a reward for also facilitates payment via
their efforts and as a legacy digital currencies, such as
LEOcoin LEOcoin, putting it at the
for their family. As Members
build their businesses they cutting edge of financial
invest in LEO Tower and build technology. By unleashing
a property portfolio for their the power of the crowd,
Property Crowdfunding
long-term future. LEOcrowd aims to help launch
and fund tens of thousands of
businesses around the world.

myLEOtravel LEO Cafe

myLEOtravel is a LEO product As part of the LEO journey,
that allows Members and entrepreneurs may wish to
Cafe
customers to book travel Travel branch out on their own by
products from a Member’s opening a brand new business
personal website. myLEOtravel in their local town. As part
also offers a price-match of the OWN programme, LEO
guarantee on hotels, whereby Charity offers the opportunity for
if a lower rate is found on Members to own a
another website for the same LEO Cafe franchise.
room, at the same hotel, on
the same dates, within 24
hours of the booking being
made, myLEOtravel will match
it and also refund 10% of the
difference in price.
The LEO Ecosystem gives a
LEO Charity
LEO is a company that wants to bring a better quality of life to every individual. We are aware
structure to the integrated
that we have to share our success with others and help them to have at least an opportunity
to follow their dreams. LEO Charity aims to help others, not so fortunate as we are,
components of the ever-expanding
to fulfil their dreams. .
LEO group.

06 07
LEARN, EARN, OWN
LEARN, EARN, OWN
LEO has developed an entrepreneurship
programme under three headings:
‘LEARN, EARN, OWN’.
LEARN
Value Pack
LEO offers a selection of Value Pack
subscription options, which provide
access to a large selection of LEO’s
portfolio of entrepreneurship
learning products for 1 month, 4
months or 12 months.
LEO’s learning products are focused
on entrepreneurship, aimed at
developing the skills and knowledge
of budding entrepreneurs, and
are for all those who wish to
improve their business and life
skills. Purchase of a LEO Value Pack
provides access to the following
eLearning and Live Seminar products
for the duration of the subscription:
08
eLearning
This provides a range of online
courses that can be accessed
whenever and wherever required.
eLearning courses are self-paced,
available 24/7 and involve regular
assessment. On completion of each
course there is a test, and if the
right level of learning is achieved,
a certificate is awarded. The LEO
eLearning courses fall into the
following categories:
ŸŸ LEO CoreLine provides real
insights from successful
entrepreneurs who have
built high-growth businesses
from ambitious ideas, and
combines practical training
workshops with inspiring
interviews. Our entrepreneurs
are industry experts who are
highly experienced in their
fields and eager to share their
entrepreneurship journey with
others.
ŸŸ LEO Skills provides a range of
over 100 online courses with
certification, endorsement or
accreditation by recognised
bodies. LEO Skills courses
cover almost every aspect
of becoming a successful
entrepreneur.
Live Seminars
LEO Live Seminars provide an
opportunity to learn from
world-class trainers at events held
in countries around the world. The
sessions are led by experts in their
fields who deliver such life-changing
advice that LEO engages with them
again and again. The opportunity to
meet with like-minded people and
share experiences and advice at
these live events is also invaluable.
Non-subscription options
In addition to the 1 month, 4
month and 12 month Value Pack
subscription options, the above LEO
products are also available to be
purchased separately from LEO’s
web shop. The following additional
products are not included in the
Value Pack subscription options, but
can also be purchased separately
from the web shop.
eLearning Live Seminars
LEARN, EARN, OWN
eTutoring
LEO eTutoring adds a valuable
extra dimension to the LEO learning
process. It provides a virtual
classroom, accessible from the
comfort of your own home, which
allows you to learn from tutors
based around the world, ‘face-to-
face’ and in your own language.
Classes are provided by tutors
who are highly knowledgeable and
passionate about their subjects.
The schedule and price is set by the
tutor, and classes are delivered in
the language they choose. These
courses are varied and include
a wide range of leisure activities
as well as the business skills and
personal development courses you
would expect from LEO.
Technology
To help facilitate your journey to
becoming an entrepreneur, and to
fulfil modern-day technology needs,
LEO also offers specially selected
gadgets which are available from
LEO’s web shop.
Technology eTutoring
09
LEARN, EARN, OWN
EARN
Those who have developed their
entrepreneurial skills in the LEARN
step have the opportunity to set up
their own business promoting LEO’s
portfolio of learning products.
One of our five core presuppositions
is that ‘Our Members are the heart
of our business’, so we compensate
our Members in ways never before
done in this industry. LEO’s
straightforward, state-of-the-art
Marketing Plan enables Members
to not only earn by building their
own down-line, but also take part
in the success of their up-line and
side-lines. Enhancements to the
Marketing Plan in 2016 now ensure
that Members can rise through the
ranks faster than ever before.
LEO provides a personal website,
web shop and back office system to
support Members as they develop
their LEO business. The back office
system calculates and distributes
income to LEO Members, based
on the product sales generated by
Members and their sales teams, as
defined in the LEO Marketing Plan.
The website and back office systems
address all aspects of the business
and conform to Members’ local legal
and regulatory requirements.
10
OWN
Aimed at solving the final piece of the entrepreneurship puzzle.
A ground-breaking programme called ‘LEO Ownership’ has been developed,
in which the company gives Members who opt-in the opportunity to invest
in something permanent that benefits the Member and their family in the
long term.
LEO Tower
LEO Tower is a company dedicated to creating value for stakeholders in
property development. This is an opportunity for Members to acquire shares
in a global, high-end, property investment portfolio. The current portfolio
consists of the following properties:
LEO Manoir –
Fontainebleau, France
Situated in the most stunning French
countryside south of Paris, the LEO
Manoir is set in 12 acres of grounds
that include horse paddocks and a
wooded area. The property boasts
nine spacious double bedrooms,
all with en-suite facilities, indoor
and outdoor swimming pools, and
spacious stables.
LEO Penthouse – Berlin,
Germany
The LEO Penthouse is the perfect
city-break getaway. This ninth-floor,
stunning apartment is located near
the Potsdamer Platz. It has a large
living room, kitchen and dining area,
with a balcony that looks out into
the famous Sony Center courtyard,
which is the business and cultural
heart of Berlin.
LEO Hacienda, Spain
These luxury apartments in Port
D’Addaia in Menorca, Spain, are
ideally located at the edge of a pine
forest overlooking Port D’Addaia.
The resort has a large swimming
pool and local restaurants, and
is only a short walk away from
the beach, making this a unique
opportunity for Members to own
part of a property in an exceptional
location.
LEARN, EARN, OWN
LEO Manoir – Fontainebleau, France
In development
LEO Village – Portugal
Nestled between Salema
and Burgau, the LEO Village,
LEO Penthouse – Berlin, Germany
consisting of 12 large luxury
villas in a gated community,
will be constructed for our
Members as a luxury investment
opportunity. The villas will boast
stunning views of the Algarve,
which is among the premier
holiday locations in beautiful
Portugal.
LEO Lakeside – Canada
Partnering with a local developer, LEO Hacienda, Spain
LEO Tower will be building 44
luxury lakeside cottages in
T
the beautiful area of Muskoka,
EN
PM
O
north of Toronto, in the Ontario
EL
EV
D
IN
region. Lake Rosseau is known
as the playground of the rich and
famous, making this the most
exclusive lakeside property to
own in all of Canada.
LEO Equity Plan LEO Village – Portugal
Members resident in the USA
and Canada can opt-in to this
programme, which comprises
T
EN
PM
O
voting-class shares with dividend
EL
EV
D
benefits in LEO USA Inc. Those
IN
who are building the LEO
business in the USA get to benefit
from its growth, and as the
shares will also yield a dividend,
it offers a second income stream
potential. LEO Lakeside – Canada
11
LEO Ecosystem LEO Ecosystem

LEOcoin Ecosystem
LEOcoin is a digital currency that allows individuals to make fast and secure transactions through a decentralised,
peer-to-peer network. LEOcoin is like digital cash, so all transactions are completely anonymous and can be carried
out without the need for an intermediary bank or money transfer agent, therefore also saving on delays and on fees.
Supported by a large community of LEO Members and digital currency enthusiasts, LEOcoin provides a solution to
many of the financial issues encountered by entrepreneurs when starting out in business.

Community Members
The LEOcoin Community is made up of LEO Members, LEOcoin Merchants, LEOxChange
Members, backers and project creators on the LEOcrowd crowdfunding platform, and all those
involved in the LEOcoin Foundation. LEOcoin Community Members, who are based all over the
world, are supportive of digital currency and champion its use in everyday life, especially by
entrepreneurs and business owners worldwide.

LEOxChange – Public LEOcoin Merchants

Exchange
LEOxChange is a trading
platform which is open to the
public and offers top-of-the-
range, secure technology that
allows the digital currency
community to trade a range
of digital currencies, including
LEOcoin. With a highly skilled
support team, LEOxChange
Members receive 24/7
support, providing them with
continual access to the digital
currency marketplace from
anywhere in the world.
LEOcoin Merchants have
access to a global community
of digital currency supporters
through LEO Marketplace,
where they can advertise
their products and services
to potential customers. In
Community
Members addition to the web shop,
LEOcoin Merchants are
provided with a back office
system and Proof of Stake
Public
Exchange Merchants support.

Marketing and Training LEOcoin Foundation

LEO is committed to education
and training, and as a firm
believer that everybody benefits
from using digital currencies,
it offers a range of training and
educational products covering
The LEOcoin Foundation
Marketing
& Training educates, promotes and
champions the use of digital
POSMining
currencies including LEOcoin. The
focus of the LEOcoin Foundation
is to achieve a balance between

The LEOcoin Ecosystem gives

all aspects of the digital currency the need for innovation and the
world. LEO looks for opportunities duty to protect the consumer.
to raise the profile of digital By participating in the wider
currencies and communicate the
benefits and support other digital
digital currency environment, the
LEOcoin Foundation has become
a structure to the integrated
currency advocates as they educate
and inform.
a thought leader and respected
contributor to the development of
components of the ever-growing
this burgeoning technology. LEOcoin community.
Proof of Stake Mining
LEOcoin is a Proof of Stake digital currency. This means that it rewards people
who hold LEOcoins. LEO offers two ways for digital currency enthusiasts to
‘mine’ LEOcoins and store them in their LEOcoin wallets. Members comfortable
with the technology can purchase a mining rig, and those who are not can lease
a mining rig which LEO supports.

12 13

ww May 2013 Global Leaders’ Summit in Dubai
ww June 2013 membership reaches 10,000 from 50 countries
ww August 2013 Hong Kong office opened
ww August 2013 LEO Tower Launch
ww December 2013 Global Leaders’ Summit in Bangkok
ww In 2013 offices in Hong Kong, India and Egypt opened
ww 20/12/2012 LEO was formally launched to an audience of
over 2,500 Members from 13 countries
ww United Arab Emirates regional headquarters was opened
in Dubai
ww December 2012 saw the launch of the first LTab
14
ww January 2015 Global Leaders’ Summit in Hawaii
ww January 2015 LEO Marketplace Merchant Launch
ww January 2015 LEO Mastercard Launch
ww March 2015 LEOxChange Launch, London
ww April 2015 LEOxChange Launch, Hong Kong
ww April 2015 LEO USA Prelaunch
ww July 2015 Global Leaders’ Summit Germany/France
ww October 2015 LEO Canada Launch
ww October 2015 10.10.10 Philippines 10th office opening
ww Membership reached over 160,000 from 120 countries
2014 ww January 2016 LEO 3rd Global Annual Conference in Bali
ww June 2014 LEOcoin Launch
ww March 2016 LEO Thailand Prelaunch
ww August 2014 Members numbered 50,000
from 100 countries ww March 2016 LEO Dubai Executive Trip
ww August LEO Cultural Exchange 888 event ww May 2016 LEOcrowd Launch
in Shanghai attended by 2,500 people
ww May 2016 LEO Europe Tour
from 11 countries
ww May 2016 LEO USA Soft Launch
ww November 2014 the company opened the
first LEO Cafe in Shanghai ww July 2016 LEO Global Leaders’ Summit in Greece
ww In 2014 offices in Turkey, China and ww September 2016 LEO at the Great Wall of China cultural
Canada opened exchange
ww October 2016 LEO Dubai Executive Trip
ww November 2016 LEO Live Seminar in Toronto
15
The history of LEO The history of LEO

The history of LEO 2014

Offices were opened in Turkey,
China and Canada.
Membership reached 50,000 from
100 countries.
November
LEO sponsored the World Congress
Learning Enterprises Organisation Ltd (LEO) was founded in 2012 by of the World Federation of Direct
June September Selling Associations, in Rio de
Dan Andersson and Atif Kamran, who between them have over 35 years’
LEOcoin launched. The Toronto office Prelaunch event
experience in the direct selling industry, including experience of building Janeiro, Brazil.
took place in front of 400 Members
global organisations of up to 20 million members. August from 12 countries. The first LEO Cafe was opened, in
Dan and Atif have attracted a core team of experienced, multinational The LEO Cultural Exchange, in
Shanghai, China.
corporate executives who are continuing to build LEO on five continents. Shanghai, was attended by 2,500
people from 11 countries.
The company has also recruited highly motivated and skilled field sales
leaders, as well as corporate managers, and established local offices
in various locations worldwide, in order to create a successful global 2015
organisation.
January May July
Since it was launched, the company has seen an exponential growth in its
The Global Leaders’ Summit took LEO was a Diamond Sponsor of the LEOcoin Foundation joined the
Member base, and has achieved a large number of significant strategic
place in Hawaii. UK Direct Selling Association Annual Chamber of Digital Commerce.
milestones and landmark events, notably:
Conference 2015, celebrating the
LEO Mastercard was launched. LEO sponsored a Cultural Exchange
ŸŸ Implementation of its business-building IT platform (including back organisation’s 50th anniversary.
tour of China by the Bucharest
office functionality for all LEO Members) LEO Marketplace was launched.
June Symphony Orchestra and The
ŸŸ Creation of a market-leading suite of products – with world-class Romanian National Opera.
partners
March/April The Global Leaders’ Summit took
LEOxChange was launched in place in Germany and France – This
ŸŸ Delivery of robust payment solutions – in and out
marked the first use of the newly
October
London and Hong Kong.
ŸŸ Development of a truly remarkable direct selling marketing plan – The Canadian office was officially
acquired LEO Tower property, LEO
including income streams that are available nowhere else in the industry April opened on 4 October.
Manoir.
ŸŸ Creation of the LEOcoin digital currency and launch of LEOxChange LEOcoin Foundation was formed. On 10 October, LEO’s office was
ŸŸ Establishment of the LEO Tower property development company Membership passed 150,000 from opened, in Manila, Philippines.
ŸŸ Launch of the LEOcrowd crowdfunding platform. over 100 countries, and April 2015
saw the celebration of 150 weeks of LEO’s Membership reached more
LEO. than 180,000, in over 120 countries.
2012 The LEO USA Prelaunch event took LEO Tower invests in LEO Lakeside,
LEO’s United Arab Emirates regional December place in New York on 25 April. in Canada.
headquarters were opened in Dubai. LEO was formally launched on 20
December 2012 to an audience
March of over 2,500 Members from 13
Learning Enterprises Organisation
Ltd (LEO) was incorporated in March
countries. 2016
2012 and owns all of the assets and The first LTab was launched. January October
intellectual property of the company. LEO’s 3rd Global Annual Conference LEO was a Gold Sponsor of the UK LEO’s October Dubai Executive Trip
took place in Bali. Direct Selling Association Annual took place.
Conference 2016.
March On 31 October, the LEO News app
2013 LEO’s Thailand Prelaunch event took July was launched, to deliver news
Offices opened in Hong Kong, India December place. LEO’s Global Leader’s Summit took directly to your mobile devices.
and Egypt. On 20 December, LEO celebrated its place in Athens, Greece.
LEO’s March Dubai Executive Trip November
1st Birthday and the Global Leaders’ took place. August LEO held a Live Seminar in Toronto.
May Summit took place in Bangkok,
The Global Leaders’ Summit took The LFON4 innovative smartphone
Thailand, which was attended by May was launched.
place in Dubai – this marked the LEOcrowd crowdfunding platform
over 500 Members from around the
introduction of the Ownership was launched. September
world.
programme, LEO Tower.
LEO Tower launched the new LEO hosted an ambassadorial The LEO at the Great Wall of China
June property projects, LEO Hacienda, in meeting at the UK Houses of cultural exchange event was held.
Membership reached 10,000 from Parliament.
Spain, and LEO Village, in Portugal,
50 countries.
under the umbrella of Ownership. The LEO USA Soft Launch took place.
The LEO Europe Tour took place.

2017
March April
LEO’s March Dubai Executive Trip LEO’s 5th Global Annual Conference
due to take place. due to take place in Kuala Lumpur.
16 17
LEOcrowd LEOcrowd

LEOcrowd
LEOcrowd is a crowdfunding platform that connects people who want to secure
funding for a creative idea or start-up business, with people who are willing to fund
such projects in return for a tangible reward. Launched officially in March 2016,
LEOcrowd has already successfully helped fund projects in the UK, China and Canada.

Why is crowdfunding necessary?

As it becomes harder and harder for businesses to raise money, more and more
entrepreneurs are looking for alternative sources of finance. They have exciting and
disruptive ideas, but cannot access the money they need. Crowdfunding was a $34-billion
industry in 2015 and provides the best solution to this global challenge.

What exactly is crowdfunding?

Put simply, crowdfunding is a way of raising finance by asking a large number of people
for a small amount of money each. There are several different models, such as equity, real
estate, lending, social causes, etc., but we have chosen the reward model. Reward-based
crowdfunding offers the entrepreneur the opportunity to raise money without having to give
away equity.
LEOcrowd is an online rewards platform that brings together the two parties – project
creators and project backers. Whether the funds are required to record a music album, to
write a book, design an exciting new product or even to build a property portfolio, the global
crowdfunding tribe helps by backing a project. If the target is reached in the set time, then
the project creator receives their funds, less a 5% fee payable to LEOcrowd. It is ‘all-or-
nothing’ funding, so if the target is not reached, no funds are received by the project creator.

What makes LEOcrowd different?

Within the competitive crowdfunding industry, LEOcrowd has three key unique value
propositions (UVPs):
1. A global community reach of hundreds of thousands of LEO Members, in 140 countries
2. Digital currency, including LEOcoin, is accepted as a payment method
3. Education and support.

What are the benefits to Members?

Members can participate as project creators and/or backers, to either raise funds for their
own project or support other projects. Members can also participate in the ownership
opportunity offered by the pre-share offering. LEOcrowd also offers Members an exciting

– CROWDFUNDING –
pitch when recruiting new Members, as it helps to solve two of the biggest challenges when
starting a new business – raising funds and gaining the skills needed to do this. In addition,
LEOcrowd gives Members an alternative opportunity to use their LEOcoins to support
exciting new business ideas.
UNLEASH THE POWER OF THE CROWD

18 19
Board of Directors
Board of Directors
Dan Andersson –
President, CEO and
Co-Founder
Dan is an extremely diversified
executive with over 25 years of
experience in training, business
development, direct sales and
running successful businesses.
Dan’s most relevant experience was
when he was a training consultant.
He started from the ground up
and built a consultancy firm and
contributed to some of Europe’s
most successful companies. His
clients included Toyota, DHL,
Phillips, Digital Equipment, some
of the largest retailers in the UK,
banks, professional service firms,
and a whole cross section of modern
and traditional business.
After being a successful consultant
he found himself back in direct
selling when a UK telecoms
company asked him to join them as
European Sales Director. After that
he joined one of the largest Chinese
companies in the world and ended
up as one of six Vice Presidents. Dan
was responsible for the 24 countries
in Europe, as well as Israel, Canada
and USA.
He was pitched to join an
entrepreneurial startup, and from
a base of 300 distributors, during
the time when he was President,
the business grew to 13 million
accounts through an innovative
hybrid of social networking and
direct selling. In early 2012, he
elected to leave the business to
pursue his own vision.
LEO is that vision. Together with his
friend and business partner, Atif
Kamran, he launched LEO in 2012,
and it has now grown into a large
global organisation.
20
Atif Kamran – Chief
Marketing Officer and
Co-Founder
Atif lives in London, UK. He is
fluent in four languages and has
a wealth of international business
experience. He was born in Pakistan
and has lived and worked in the UK,
Dubai, Bangladesh, China, Germany,
Turkey, Africa and the Middle East,
as well as many other countries in
Eastern Europe.
Prior to LEO, Atif was involved
with a business that created a
social community with millions
of members worldwide. Atif also
worked as the European Training
Manager for one of the world’s
top direct selling companies.
He has travelled across Europe
and supported and trained tens
of thousands of independent
distributors. Having worked as a
successful field leader and also on
the corporate side, his experience
enables him to understand business
needs on both sides.
As Chief Marketing Officer and Co-
Founder of the business, he is on
the corporate team, but his primary
focus is to lead our Members and
teach them how to work and grow
their LEO business. He often says
‘There is a lion inside everyone. You
just have to unleash that potential
inside you to achieve success
beyond your wildest imagination.
Geraldine Aquino – Chief
Operating Officer
Geraldine brings over 20 years of
experience in all areas of direct
sales, from field representative
to corporate executive. As a child
growing up in a direct selling home,
she quickly discovered that direct
sales was the perfect avenue for
women to realise their goals and
dreams while trying to balance a
family and work life. At a very young
age, she gained respect and passion
for an industry that can literally
change a woman’s life overnight.
When one woman’s life changes,
so do the lives of her children and
everyone around her.
Time and again, Geraldine
has witnessed how someone
coming into this industry, with
no experience and very little
investment, could follow a training
plan and get on track to becoming
a successful entrepreneur. Through
her roles as Vice-President of Sales,
General Manager, Director of Sales
Development and Training, and
Executive Director, Geraldine has led
established and start-up companies
to enormous success.
As a hands-on direct sales field
leader and an established corporate
executive, she combines the best
of both worlds: a love for working
in and with the field, as well as
the proven skills and knowledge
necessary to operate and build a
successful company.
Sohail Ramzan – Chief
Technology Officer
Sohail holds a Master’s Degree
in Business Administration with
Majors in Management Information
System. He is also a certified
Project Management Professional
(PMP) from Project Management
Institute USA (PMI USA). Sohail
holds an impressive track record
of successfully and effectively
managing IT departments
including all aspects relating to HR,
infrastructure/technology, software
needs analysis, development,
implementation, configuration and
change management, as well as
systems support and maintenance.
As a PMP Certified Professional
Project Manager, he established
a Project Management Office
(PMO) at one of the leading Oracle
Certified Partner Companies in
Pakistan. His project with the United
States Agency for International
Development (USAID) enabled
him to work with international
funding agencies and global project
execution models.
He has provided IT consultancy and
project management services to
diverse industries, such as aviation,
the oil and energy sector, the
utilities sector, trading companies,
the textile industry, law enforcement
agencies, international funding
agencies and of course the direct
selling industry.
Bernard Landi (FCCA) –
Chief Financial Officer
As a professional accountant of
many years’ standing, Bernard
has been made a Fellow of the
Association of Chartered Certified
Accountants (FCCA). He has
held numerous finance positions
with multinational corporations,
including Dun and Bradstreet, prior
to starting his own private practice
in 1996.
Landi Accounting now has a wide
portfolio of clients, with the majority
being in the advertising and direct
marketing sectors. Within these
sectors, the practice has clients
in media, advertising, public
relations, and online and digital
media agencies. Most clients are
international, with many having links
in the US and Asia. For most of his
larger clients, Bernard acts as their
Finance Director.
Board of Directors
Mihir Magudia – Global
Director of External
Relations
Mihir has a strong track record of
working with major global brands.
He has helped them to raise their
profile, influence the future shape
of their markets and ensure that
they are at the heart of political
discussions. He is passionate about
disruptive technology and the
potential to change the way global
business operates. With a decade
of experience in communications,
Mihir´s role at LEO is to oversee
external relations and help to raise
the profile of LEO across the world.
In particular, he is responsible for
LEO´s relationships with the global
media and national governments.
Before joining LEO, Mihir held senior
positions at communications and
strategy consultancies working with
clients in the health and technology
sectors. As a very early adopter of
digital currencies, Mihir is excited
by the potential of LEOcoin to help
businesses access global customers.
Additionally, Mihir believes that
entrepreneurship and professional
development can radically alter
the status quo and fundamentally
change the way business is done.
21
Compliance and openness
LEO shows its support and respect for Direct
Selling Associations by regularly sponsoring
industry events around the world.
Compliance and openness –
‘Doing the right thing’
LEO is committed to following the
highest business practice standards,
and is also committed to openness
and transparency in all that it does.
The organisation also endeavours to
work with Direct Selling Associations
and regulatory bodies around the
world to meet local legislation and
best practice business requirements,
wherever it operates. In this way,
LEO aims to uphold its reputation as
a legitimate, ethical company, and
establish itself as a significant player
in the global direct selling industry.
We have opened ourselves to
examination by the Direct Selling
Associations in the following
countries and are proud to have
passed their scrutiny. As a result,
LEO is a full member of the UK
Direct Selling Association and the
Direct Selling Association of the
UAE. As a demonstration of our
22
determination to ‘do the right
thing’, in 2016, LEO also helped
to establish the Direct Selling
Association of Pakistan, becoming a
founding member.
LEO shows its support and respect
for Direct Selling Associations by
regularly sponsoring industry events
around the world, including several
Direct Selling Association annual
conferences in 2015 and 2016.
LEO was also proud to sponsor
the 2014 World Congress of the
World Federation of Direct Selling
Associations, held in Rio de Janeiro,
Brazil.
In 2014, LEO was also honoured
to receive a positive opinion from
the Competition Bureau in Canada,
an independent law enforcement
agency which ensures that
businesses operating in Canada
and Canadian consumers prosper
in a competitive and innovative
marketplace.
The strength of LEO’s commitment
to doing the right thing is summed
up by the following company
statement on the organisation’s
fundamental core values:
‘LEO founders and management
see it as a CORE VALUE to be good
corporate citizens. We aim to
adhere to the HIGHEST COMPLIANCE
STANDARDS in each country we
operate and if that’s not high
enough, to raise the bar. As a
company we aim to work with and
JOIN DSAs wherever possible in
countries in which we operate. We
also aim to make every attempt to
ESTABLISH A DSA (where practical) in
countries where one does not exist.’
2017 and beyond
2017 and beyond
Each year in LEO has been better than the one before and 2017, our fifth
year, looks like it will continue that trend. Here are the milestones for 2017:
1. The LEO Smart 3.0 app will start 7. We plan to launch LEO
a revolution in the industry, University, bringing the
bringing more than one million opportunity of university-level
people into the LEO family. education to our Members.
2. The LEOcoin debit card will
forever change the dynamic of
8. myLEOTravel will add new
functionality and ways for
how people engage with digital
currencies, making it possible to
Members to book travel and
benefits.
spend LEOcoin almost anywhere
in the world and even be used at 9. The whole LEO business will
ATM machines. continue to migrate towards
a completely mobile platform,
3. Kuala Lumpur 2017 will be the giving users everything they
greatest event we have ever need in the palm of their hand.
put on and taken together with
the Dubai Executive trips, will 10. Even more markets will join
provide incredible opportunities the LEO family, benefiting from
for all of our Members who want the opportunity for global
them. entrepreneurship.
4. We will continue to improve and
upgrade LEO products, bringing
some of the best training and
And there is so much more to come.
LEO is a relatively young company
educational materials in the
still in the early part of its journey.
industry, supporting more
Together we can change the world,
entrepreneurs than ever before.
and 2017 looks like yet another
5. LEOcoin will continue its journey important year in our journey
of innovation adding more and to greatness.
more updates to make it a truly
trailblazing coin.
6. LEOcrowd and LEO Tower will
grow, adding equity projects
and giving new ownership
opportunities to Members.
23
 Contact us
Global Headquarters, UK
Battle Barns, 112 Preston Crowmarsh,
Wallingford, Oxfordshire, OX10 6SL
United Kingdom
Tel: +44 1491 839559
Email: info@WelcometoLEO.com

Regional Headquarters,
North America
168 Konrad Crescent, Unit 3 Markham,
Ontario L3R 9T9 Canada
Tel: +1 905 604 LEO1 (5361)
Toll free: +1 844 604 LEO1 (5361)
Email: canada@WelcometoLEO.com

Regional Headquarters,
United Arab Emirates
Humanitas Meritus FZ LLC
Block 19, 1st Floor, Office F-01
P.O. Box 502958
Dubai Knowledge Village
Dubai, United Arab Emirates
Tel: +971 44232067
Email: dubai@WelcometoLEO.com

Regional Headquarters,
Asia Pacific
Learning Enterprises Organisation Ltd
3711 Langham Place Office Tower,
8 Argyle Street, Mongkok, Kowloon,
Hong Kong.
Tel: +852 3118 8298
Email: hongkong@WelcometoLEO.com

You just have to unleash that potential

inside you to achieve success beyond
your wildest imagination.
Learning Enterprises Organisation Ltd Registered Number: 07978520
Registered office: Battle Barns, 112 Preston Crowmarsh, Wallingford, Oxfordshire, OX10 6SL United Kingdom

24
Global Headquarters UK
Battle Barns
112 Preston Crowmarsh
Oxfordshire, OX10 6SL
United Kingdom
LearnEarnOwn.com