The Green Business Journey: "A Social Entrepreneurs Perspective" presented by Dr, Andrew Steel, CEO of the Treedom Group in KMITL-AGBA Global Conference at Swissotel Le Concorde, Bangkok during 15-17 June 2013 VDO clip in the presentation: Page 19 - http://www.youtube.com/watch?v=Fn-a_ulBrzw Page 21 - http://www.youtube.com/watch?v=ddEKXwcXnJk

1. ANDREW G . STEEL
Chief Executive Officer
TREEDOM GROUP
andrew.steel@treedom.com
The Green Business Journey:
"A Social Entrepreneurs Perspective"
Business and Entrepreneurship Development in a Challenged Globalized Era
KMITL & AGBA 10th Annual World Congress 2013
June 15-17, Swissotel Le Concorde, Bangkok, Thailand

3.  Founded in 2006
 2nd largest “legal” Oud
oil production facility in
Thailand
 Aiming to be the
leading manufacturer of
luxury Oud oil in
Southeast Asia

4. The value of Oud Oil compared with the value of gold:
*Today’s gold price is US $ 1,402.05 per ounce.*(06/6/13)
1 kilogram equal 32.15 ounces.
Gold per kilogram US $ 45,076
Grade A – 1kg Agar Oil (retail) is US $ 32,000+
Arabian Oud – retail price US $73,800/Kg
Oud Oil
Liquid Gold
The most expensive essential oil in the world!

5. Religious
Cosmetics
Perfumes & Fragrances
Home Fragrances
Medicinal

6. Oud Tea/Oil: Detoxification, Insomnia, hyper-
activity, disturbed sleep and difficulties in
winding when used in aromatherapy helps treat
anxiety, stress, depression and other nervous system
disorders.
In Chinese traditional medicine agar oil is used to treat
cirrhosis of the liver, kidney problems and lung and
stomach tumors.
*HIV Research underway
Medicinal
Oud Products
Medicinal Elements

7.  Founded in 2006
 2nd largest “legal” Oud
oil production facility in
Thailand
 Aiming to be the
leading manufacturer of
luxury Oud oil in
Southeast Asia

8.  Founded in 2006
 2nd largest “legal” Oud
oil production facility in
Thailand
 Aiming to be the
leading manufacturer of
luxury Oud oil in
Southeast Asia
JAEM (M) STEEL A.G: 16th May 1988Govt. Youth Training Scheme (YTS) : £27.50 GBP a week…….. 1,300 THB
Entrepreneur
Can you teach someone to be an
entrepreneur?

9.  Founded in 2006
 2nd largest “legal” Oud
oil production facility in
Thailand
 Aiming to be the
leading manufacturer of
luxury Oud oil in
Southeast Asia
JAEM (M) STEEL A.G: 16th May 1988
Entrepreneur
Spotting Opportunities …..
Then
Mobile Phones & Calling
Cards
Expat Homes
Now
Dar Al Oud
Regulated Forestry
Investments

10.  Founded in 2006
 2nd largest “legal” Oud
oil production facility in
Thailand
 Aiming to be the
leading manufacturer of
luxury Oud oil in
Southeast Asia
Human
Capital
Growth
cycles
Cultural
differences
Foreign
countries
Speed
to
Market
Reaction
to Market
Forces
The Apprentice
Theory v Reality …..

11.  Founded in 2006
 2nd largest “legal” Oud
oil production facility in
Thailand
 Aiming to be the
leading manufacturer of
luxury Oud oil in
Southeast Asia
The Apprentice
Book Smart or Street Smart …..

12. Teamwork
The Square root of nothing?
The Power of 1

13. Wealth Dynamics
Creating a team …..

14.  Founded in 2006
 2nd largest “legal” Oud
oil production facility in
Thailand
 Aiming to be the
leading manufacturer of
luxury Oud oil in
Southeast Asia
Team Work
Together the team works …..

15. L – Location
U –
Understanding
C –
Connections
K – Knowledge
Luck
Create your own ……..

16.  Founded in 2006
 2nd largest “legal” Oud
oil production facility in
Thailand
 Aiming to be the
leading manufacturer of
luxury Oud oil in
Southeast Asia
Passion
As well as compassion…..

17. The PATT Foundation
Saving the planet
One tree at a time…..
Our Focus
Plant a Tree Today (PATT) Foundation works to raise awareness of global
environmental issues, campaign for better environmental practices and take action
against deforestation and climate change by planting trees.
Our work aims to:
o campaign for better environmental practices
o take action against climate change
o implement tree planting projects as well as provide funding for partner planting
projects
o set up school tree nurseries and provide environmental education
o fund community development projects in rural communities centered on tree
planting and reforestation
PATT was founded in 2005 and is a UK Registered Charity and Thai Foundation. PATT has operational
offices in Bangkok, Thailand with representatives in Malaysia, India, Indonesia and Sri Lanka.
2009 winner of the United Nations SEED Award for Entrepreneurship in Sustainable Environmental
and Social Development

18. Every two seconds, an area the size of a football pitch is cut down…
OUR FORESTS ARE IN DANGER
Our objective:
To put the
TREES back!

19. The PATT Foundation:
Saving our planet one tree at a time
The reasons why ……

20. Environmental Education Portal:
Environmental education
Educating our future leaders
An interactive and investigative web-based
educational tool to be used by teachers,
students, and the greater internet community
To promote environmental education and
stewardship in an innovative way.
Collaboration with the University of Hull

21. Environmental Education Portal:
Video Clip
Educating our future leaders
Click Here

22. Sustainability:
Our Ethical stance
Don’t do as I say ……..
1. Zero Waste policy
2. Following FSC Principles & Guidelines
3. ISO 9001: 2008 Accreditation – industry 1st
4. Support of our own Charity: Time and Financially

23.  Founded in 2006
 2nd largest “legal” Oud
oil production facility in
Thailand
 Aiming to be the
leading manufacturer of
luxury Oud oil in
Southeast Asia
Forestry Stewardship Council
Principles & Guidelines
Pioneering in the Agarwood industry
The ten FSC Principles require the forest owner or manager to do the following:
Principle 1: Compliance with laws and FSC Principles – to comply with all
laws, regulations, treaties, conventions and agreements, together with all FSC Principles
and Criteria.
Principle 2: Tenure and use rights and responsibilities – to define, document and legally
establish long-term tenure and use rights.
Principle 3: Indigenous peoples’ rights – to identify and uphold indigenous peoples’
rights of ownership and use of land and resources.
Principle 4: Community relations and worker's rights – to maintain or enhance forest
workers' and local communities’ social and economic well-being.
Principle 5: Benefits from the forest – to maintain or enhance long term
economic, social and environmental benefits from the forest.
Principle 6: Environmental impact – to maintain or restore the ecosystem, its
biodiversity, resources and landscapes.
Principle 7: Management plan – to have a management plan, implemented, monitored
and documented.
Principle 8: Monitoring and assessment – to demonstrate progress towards
management objectives.
Principle 9: Maintenance of high conservation value forests – to maintain or enhance
the attributes which define such forests.
Principle 10: Plantations – to plan and manage plantations in accordance with FSC
Principles and Criteria.

24. Expat Homes (Pvt) Ltd
You cant eat money!
Money v Time
Manoj Seerasinghe – General Manager

25.  Founded in 2006
 2nd largest “legal” Oud
oil production facility in
Thailand
 Aiming to be the
leading manufacturer of
luxury Oud oil in
Southeast Asia
Values:
What are your personal values?
“It’s not about money!”

26. Keys to Success
A Social Entrepreneurs Perspective
There are no mistakes ……
1. Follow Your Passion
2. Be ethical in your decision making
3. Fail Forward – learn from your
errors, its not a loss of face
4. Build a team
5. Understand Academia and Instinct
6. Its not always about money!

27.  Founded in 2006
 2nd largest “legal” Oud
oil production facility in
Thailand
 Aiming to be the
leading manufacturer of
luxury Oud oil in
Southeast Asia
Keys to Success

28. THANK YOU
ANDREW G . STEEL
Chief Executive Officer
The TREEDOM Group
andrew.steel@treedom.biz