Metta First, LLC.

by 

John S. Rajeski 

Acknowledgements
To my mentors, Daisaku Ikeda and Jeff Black, I would like to express my gratitude for your generous contributions and encouragement to my personal and professional development. 

I would also like to thank my family and friends for their unwavering support. 

Executive Summary
	Globalization: a reality that is changing the world. Environmentalism: a concept caught in the throes of industrialization. As the world moves towards greater economic integration how close will humanity come to a breaking point where these two opposites ultimately reach an impasse? Being for or against globalization and/or environmentalism does not change the reality that the earth’s finite resources are being consumed at an unsustainable rate. However, perhaps there’s an alternative approach that creates a better symbiosis between globalization (and the subsequent waste created) and environmentalism whereas the earth’s resources are protected for future generations. 
Thailand is a classic example of this pending impasse. The nation’s (continued) growth is resulting in Thailand being buried in its own trash – 22 million tons generated annually. Yet, 4.5 million tons of this is recyclable, and worth $400 million dollars! 
Metta First, LLC will become Thailand’s pioneer and market leader in creating the nation’s recycling industry. Conservatively, capturing just 1% of this $400 million dollar market is worth $4 million dollars annually. With over 100 years of business experience Metta First has the combination of both Western and Asian know how, high level governmental Thai contacts, a passion for the environment, and the formula for resolving Thailand’s current trash crisis. Metta’s “Recycling Management System” supported and beta tested at the College of Management, Mahidol projects revenues of $150,000 by 2007. Finally, this process can be replicated (in both the private and public sector) in Thailand, and throughout Asia-Pacific which is currently producing 22% of the world’s recyclables – valued in the hundreds of billions of dollars.  It’s time for globalization and environmentalism to coexist profitably.  It’s time for Metta First, LLC. 
TABLE OF CONTENTS
Acknowledgments									2
Executive Summary									3 
Table of Contents									4

List of Figures 

Figure 1: Diagram showing the interrelationships amongst the functional elements in a solid waste management system (after Tchobanoglous et al. 1993)			7

Figure 2: Proposed (Metta First, LLC) Integrated Recycling Management System	8

List of Tables 

Table 1: Solid Waste Management in Thailand at a Glance				14

Table 2: Capacity Indicators of Municipalities – Average Staff 			15

Table 3: Porter’s Model for Competitive Forces					19

Table 4: Global Environmental Services Market Share: % Share, by Vol., 2003, 	21

Table 5: Metta First’s Pricing Matrix							23

List of Exhibits

Exhibit 1: Metta First Organizational Chart						31

Table 6: Global Environmental Services Market Segmentation I: % Share, by Volume, 
2003											40                     

Table 7: Global Environmental Services Market Segmentation II: % Share, 
By Volume 2003									40

Table 8: Global Environmental Services Market Forecast: $ billion 2003 – 2008	41

Table 9: Global Environmental Services Market Growth: % 2003 – 2008 		41

Chapter 1: Waste Management Overview						6
Business Description								9
Business Activities								9
Mission									9
Objectives									10
Customers								10

Chapter 2: Market Plan / Market Research and Analysis 
	SWOT Analysis								11-18
	Porter’s Model for Competitive Forces					19-21     
	The 4 P’s									22-25
	Marketing Plan								26-28
	
Chapter 3: Human Resources Plan							29
Advisory Council								29-30  
Non-Council Advisors						30
Executive Level: CEO							31	
		Legal Retainer								32
		Metta First, LLC Staff							32	
	Operational Plan								33-35 
Compensation									36

Chapter 4: Operational Plan 
		Facilities								37
	 	Quality Assurance							37			Milestone Schedule							38
Risks and Conclusions						39
Legal Plan								42 

Waste Management Overview

Throughout the world, ignorance of the environmental and the health hazards of landfills, incineration and dumping have led to indiscriminate solid waste disposal practices. The often-nightmarish environmental consequences of poorly designed (or shoddily maintained) waste disposal sites have precipitated public outcry in some areas, and some jurisdictions have introduced progressive waste management policies and programs. Yet inappropriate solid waste disposal continues unabated in many nations (Brown, 1999).  
In 2003, the global environmental services market was valued at $265.8 billion,
having expanded at a compound annual growth rate (CAGR) of 3.3% since 1999.
The primary driver of this growth was the rapid development of markets in Asia-
Pacific, Eastern Europe and Latin America. As a result, the global market is expected to 

reach a value of $294.9 billion by 2008, having grown at a forecasted CAGR of 

2.1% since 2003. The largest market for environmental services is the US, which 

accounts for 40.5% of the market value share. In 2003, this equated to a value of $107.7 

billion. Europe accounts for 31.3% of the market’s value, while Asia-Pacific generates a 

further 22.2% share (Datamonitor). 

Thailand generates 4.5 million tons of recyclables thrown away yearly (a roughly 

$400 million market value in lost recyclables.) All told, Thailand currently produces 22 

million tons of waste annually. If current trends continue, it is predicted by 2010 that 

the nation’s municipal and industrial waste generation will grow 25, and 35 percent 

respectively (The World Bank.)   

Tchobanoglous et al. (1993) described the six functional elements of a solid waste management system (Figure 1, below). These include: 1) waste generation; 2) waste handling and separation, storage, and processing at the source; 3) collection; 4) separation, processing, and transformation of solid waste; 5) transfer and transport; and 6) disposal. 

Figure 1. Diagram showing the interrelationships amongst the functional elements in a solid waste management system (after Tchobanoglous et al. 1993)

When all of the functional elements of a solid waste management system have been evaluated for use, and all of its interfaces and connections have been matched for effectiveness and economy, then the community has developed an integrated solid waste management (ISWM) system (Tchobanoglous et al.1993). Integrated solid waste management is the combination of a number of alternative waste control methods in a complementary manner, in a way that best meets local needs. 

These are traditional functionalities for a standard solid waste management system. However, what this system does not effectively administer is what to do with the recyclable materials generated; particularly, glass and plastic bottles, aluminum and tin cans, and paper (aside from other recyclables that are generated.) 

Alternatively, Metta First, LLC is an “Integrated Recycling Management System” (Figure 2, below). {Patent Trademark Pending} that functions as follows: 

Recyclables Transported

Recyclables
Processed

Recyclables Collected

Recyclables Generated

Recyclables Deposited 

Separate Step

Figure 2. Diagram showing the interrelationships amongst the functional elements in an integrated recycling management system.

Whereas the ISWM is a reactive approach to handling waste, the IRMS is proactive, and oriented towards capturing recyclable materials upstream (via their being generated, deposited into recycling bins, collected into larger storage containers, and transported to recycling facilities in Thailand and/or China) thereby both increasing their value, as well as reducing the unnecessary wastes associated with traditional garbage collection methods (e.g., transport, sorting and landfill requirements, etc.)

Business Description
Metta First, LLC (which in Thai translates to “Loving-Kindness First”) is a recycling start-up based in Bangkok, Thailand. Metta First, LLC provides an alternative to the disposal of recyclable materials by providing storage containers, customized pick-up and on-site removal of glass and plastic bottles, aluminum cans and office paper.  
Business Activities
Metta First, LLC will initially provide recycling services for The College of Management, Mahidol in Chatuchak, (a district in Bangkok). After this initial launch is completed successfully, Metta will expand further by serving Mahidol’s other campuses (throughout greater Bangkok.) Once Metta’s (pilot) operation is running successfully, Metta First, LLC will then focus on providing recycling services for Bangkok’s multinational firms (including major hotels) in the downtown area and the Sukhimvit District of Bangkok.  
Mission
•	Metta First, LLC will be the leader and pioneer in Thailand’s recycling marketplace. 
•	Metta is passionate about ensuring a better living environment in Thailand through recycling renewable resource.
•	Metta is an excellent place to work with a professional environment that is challenging, rewarding, creative, and respectful of ideas and individuals who are passionate about ensuring a better living environment in Thailand through recycling renewable resources. 

Objectives
1.	Create the understanding of the importance of, and community-support for Recycling Services in Bangkok 
2.	Provide excellent value to our customers by ensuring they understand that recycling is both good for them and the environment 
3.	Being Number 1 in Customer Service, Satisfaction and Retention  
4.	Capturing 1% of Thailand's Recyclable Market in 8 years 
5.	Achieving revenues of $150,000 by 2007 
Customers
Metta First’s initial customer will be the College of Management, Mahidol. Offering the best, pro-environmental alternative to the disposal of recyclable materials Metta will provide storage containers, customized pick-up and on-site removal of CMMU’s glass and plastic bottles, aluminum cans, and office paper. 

SWOT Analysis 
Strengths
 Metta’s advisors will consist of a Thai national, American, British, Australian, and New Zealand entrepreneurs and ex-patriots who offer in-depth expertise and knowledge of successfully conducting business in Asia including spoken and written fluency in Thai, physical residence in Bangkok, contacts with the Thai Royal Family, and raising Venture Capital totaling over 100 years of combined successful international business, and cross-cultural experiences. 
Preliminary research for the feasibility of launching this venture was conducted first-hand at The College of Management, Mahidol (in Bangkok) where it was not only well-received, the data gathering process was assisted through the input of roughly 200 people; over 150 of which were Thai Nationals (with the remainder being other Asian Nationals, Australians, New Zealanders, Europeans, and Americans.) 
My personal and professional background includes achievement in living, studying and successfully conducting international business in various parts of the developed and developing world (including Thailand.). These experiences will assist me with various aspects of running Metta First, LLC from activities ranging from further strengthening the contacts I have established, developing additional contacts required, executing Metta’s initial pilot operations, hiring staff, procuring equipment, expanding the business, and ensuring the on-going success of Metta First, LLC

Weaknesses
	Like many developing nations, Thailand has been greatly impacted by globalization – which has generated both positive and negative sentiment amongst the average Thai National. As a non-Thai business entity, presenting Metta First, LLC to Thailand as a “multinational start-up / concerned with Thailand’s best interests in mind” will not be without its challenges. 
	Metta First’s, LLC initial business contacts and networking opportunities will be conducted through the assistance of the aforementioned collective expertise. This will also present challenges, as Metta’s introductions will be based upon “personal recommendations and/or introductions made on behalf of the firm.” Successfully conducting business in Asia is based largely on “loyalty” which equates to a lot of pressure to both effectively establish the most advantageous business associations, as well as successfully following through – in order for Metta First, LLC to become an autonomously proven entity. 
	Working in entrepreneurial environments (Silicon Valley) is much different than being an entrepreneur. While I have an entrepreneurial foundation – I have never run a business, and/or taken a start-up business from the preliminary planning stages through to running a successful business venture. 

Opportunities 
With the global population standing at six billion people and rising, the volume of
waste created continues to rise. For this reason, solid waste management, which currently accounts for 37.2% of the environmental services market’s value, is expected to continue to be a key growth sector for years to come (Datamonitor).
Support and cultural awareness for implementing alternative forms of waste disposal already exists within Thailand due to both local and national efforts.  
“Ah! Ah! Don’t Litter? The Magic Eyes see you!” This famous quote is known to the average Thai national as the “Magic Eyes.” Established in the 1980’s, the Thai Environmental and Community Development Association (TECDA) is an organization chartered to work collectively with corporate partners, governmental agencies, schools, media, communities and NGOs to build environmental awareness and responsibility that the individual (Thai) citizen can make a difference. As a result of TECDA’s efforts, the Magic Eyes logo – two will-powered eyes in a bright green circle – is widely recognized throughout Thailand as the eyes that are watching the environmental behavior of the people (Magic Eyes Home Page.) 
On the local level, Yala, a city of 80,000 people in southern Thailand (well known for tidiness and clean conditions), began experiencing problems in waste disposal. Yala sought ways of addressing these through alternative techniques, including recycling. A package of new practices was introduced, one of which (“Garbage for Eggs”) was derived where Yala’s residents were encouraged to bring recyclable material to exchange for eggs. The project aimed not only at garbage reduction, but also at community empowerment through self-reliance, and establishing new relationships of more equality and less dependence between poor communities and Yala’s municipal administration. The project succeeded initially in promoting clearance of a backlog of discarded items, especially glass, thus improving the environment of the community; but the quantities brought for exchange then reduced steadily over a year of monitoring, to much lower levels as Yala’s residents incorporated recycling habits within their daily lives (Habitat International.) 
Despite these local and national efforts, Thailand’s supply of garbage continues to grow. Currently, Thailand generates a total of 22 million tons of waste per year – valued at $400 million dollars (Thai Baht 16,000,000,000 billion) in recyclables disposed of (thrown away).  Moreover, not only is the waste management market in Thailand highly fragmented, there is presently no dominant private, commercial recycling enterprise.
Additionally, as illustrated in Table 1, there is currently little formalized on-going recycling. As detailed in the “Threats” section, the majority of Thai recycling conducted is done informally (as a way for the average Thai national to supplement their monthly income.) 

Table 1: Solid Waste Management in Thailand at a Glance 

Indicator	Value	
No. of solid waste disposal sites nationwide 
-	Sanitary Landfills 
-	Engineered Landfills / Controlled Dumps 
-	Open Dumps 
	
5
99
>1,000	
Municipal waste recycling and reuse as a percent of total waste generated 
-	National 
-	Municipal area 
-	Non-municipal area

11% 
16%
5-8% 	

Furthermore, as illustrated in Table 2, Thailand’s governmental waste management services are already overwhelmed and extended, as their municipal staff allocation focused on recycling is non-existent. 
Table 2: Capacity Indicators of Municipalities – Average Staff 
Function	Staffing	Unit	
Collection 	134	Staff / 10,000 population 	
Street Sweeping	117	Staff / 10,000 population	
Disposal 	17	Staff / 10,000 population	
Public Awareness	14	Staff / 10,000 population	
Planning	7	Staff / 10,000 population	
Recycling 	0	Staff / 10,000 population	

	Thailand’s current population is over 64 million people (The World Fact Book, Home Page.)  Bangkok’s population is estimated to be 6 million people (Royal Thai Embassy, Tokyo Home Page.) Taking just Bangkok, as the volume of Thailand’s generated garbage continues to rise unless the Thai government launches a massive initiative to spur recycling and/or find alternative forms of waste management, Bangkok (and the cities’ adjacent environment) will continue to suffer from being required to open more landfills (the majority of which will continue to be open dumps.)
Yet, in light of this crisis, it has been estimated that with a 25 percent reduction in paper and plastic waste, garbage production could be reduced by more than 1 million tons per year, which translates into between $5 million (Baht 200 million) and $17.5 million (Baht 700 million) dollars of recyclables. 

Finally, according the US Paper Industry, more than 50 percent of paper (in America) is recycled, and that percentage is projected to increase due to China’s suddenly ravenous appetite for scrap paper. China’s scrap paper demand is growing at about 50 percent a year. Nine Dragons, the world's largest recycled paper mill in Dongguan, China, north of Hong Kong, is unique in its ability to turn low quality mixed papers into respectable paperboard for boxes and packaging.
This presents both a current and future opportunity to export (paper) collected in Thailand for shipment and resale to China. 
	 In sum, Thailand’s free enterprise economy welcoming direct foreign investment (DFI), continued robust economic growth (predicted by the World Bank to be above 7% in 2005) the on-going (and increasing) volume of garbage being generated, public support and awareness of the importance of implementing alternative forms of waste management, and the current demand of scrap paper in China present Metta First, LLC with a unique market opportunity to provide commercial, on-site and removal recycling services. 

Threats

Thailand is largely a disposable society. Trash is found on the streets of Bangkok, and/or the most pristine beaches of Ko Samui (an island off of the Thai mainland.) While the “Magic Eyes” public awareness campaign (how individual recycling behaviors do make a difference) Thai’s still litter. 
There is little formalized on-going recycling in Thailand. What is conducted is done via “cottage recycling” whereby the average Thai national recovers recyclable materials in order to supplement their income.  This was witnessed (by me) first-hand through observing both custodial workers (who gathered materials while performing their cleaning duties), Thai garbage collectors (authorized workers collecting garbage) separating recyclable materials from trash for resale, as well as witnessing average Thai citizens collecting recyclable materials (from dumpsters behind office buildings, etc. ) for the same purpose.
Although many of Thailand’s 10,000,000 visitors yearly are from nations with well-developed recycling programs (who might participate in recycling via Metta providing services for a hotel they’re staying at) the Thai government could implement a bottle return deposit law like the one recently implemented by the State of Hawaii (Bottle Bill Home Page.)
User fees are not providing adequate revenues. Thai municipalities charge fees based upon the amount of waste produced. Bangkok currently is only collecting user fees from approximately 20 percent of their customer-base. In light of this, Metta could face the same challenge regarding getting customers to pay for their on-site recycling fees. 

Finally, consolidation through merger and acquisition activity is expected to play 

a major role in the sector over the next few years. Established leading waste management 

firms (with economies of scale) could create recycling arms of their business in order to 

expand their service offerings and enter higher growth markets (such as Bangkok.)

Porter’s Model for Competitive Forces

Table 3: Porter’s Model for Competitive Forces

Medium 

Threat of Entrants

Waste Management
Industry
(Rivalry) 

Bargaining Power of Buyers

Threat of Substitutes

Bargaining Power of Suppliers

Low

High

Medium 

Low

Bins, Fuel,
Vehicle(s)

Consolidating Industry Fragmentation 

Thailand & China 

Consumer Choice: Recycle or Trash

	
Rivalry amongst Firms: Waste Management Industry 
As illustrated in Table 4, the leading Waste Management firm is Wastewater Treatment with a four percent market share. The breakdown of the top following firms (excluding Wastewater Treatment) ranges from three down to one percent. This illustrates two distinct attributes regarding how Porter’s Model for Competitive Forces impacts the Waste Management Industry: 
1.	The fragmentation within the Waste Management Industry  
2.	The industry itself is focused on “waste management” not “recycling” 
As it now stands, the industries’ fragmentation and focus on waste management, means rivalry amongst the leading firms will continue to be low. 

Threat of Entrants
	Given the waste management industries’ fragmentation, the threat of entrants would seem to be high. However, the upfront cost of equipment and facilities to profitably manage waste is prohibitively expensive meaning that the threat of entrants is low. This low threat is also attributed to a different focus: waste management vs. recycling management. Alternatively, should industry consolidation and a shift from waste management to recycling occur, this threat would be high. As a result of these oppositional considerations, this treat level has been categorized as medium. 
The Bargaining Power of Supplies 
	This point is moot. Purchasing a truck (to transport recyclables) fuel to run the vehicle, insurance, and/or purchasing recycling bins are low. These items are not proprietary by nature. 
The Bargaining Power of Buyers 
	Currently, Thailand does not have extensive (formalized) recycling processing. China’s rapid economic development is creating an unprecedented demand for raw materials (including scrap paper.) The combination of these two factors makes the bargaining power of suppliers a medium range level, as recyclable materials will be bought at lower market prices in Thailand vs. higher market prices for materials being sold to China. 

The Threat of Substitutes 
	Recycling participation for Thai businesses will be only one of two possible options: either people are an active participant (e.g., taking the initiative to purchase Metta’s service) and/or choosing to continue with their current waste management practices (e.g., disposing of all their trash.) This makes the threat of substitutes high. 

Table 4: Global Environmental Services Market Share: % Share, by Volume, 2003  

Products

	Metta First’s primary “product” provided is an on-site recycling and removal service of bottles, cans and (office) paper for multinational firms conducting business in Bangkok.  This will be accomplished through placing the bottle and can (recycling) receptacles throughout the respective business environment (e.g., an office for example) in high-trafficked places such as: the employee break-room / cafeteria, and/or near soda machines. Additionally, paper recycling bins will be placed next to the office copy machine(s), and/or (space permitting) next to each employee’s desk / workstation in order to maximize the recovery of paper. 

Pricing
	Metta’s pricing model will be priced in (US) dollars initially, and based upon: the number and type of recycling bins required being leased on a daily or weekly basis. This leasing fee will also include on-site pick-up of said companies’ generated recyclables. 
Table 5: Metta First’s Pricing Matrix. 
	Paper Bins
(Small) 	Bottle & Can Bins
(Large) 	Daily	Weekly*	
Tier 1 Site	20	2	$100.00	$0	
Tier 2 Site	40	4	$150.00	$0	
Tier 3 Site	60	6	$200.00	$0	
Tier 4 Site	80	8	$250.00	$0	
Tier 5 Site 	100	10	$300.00	$0	
*Feasibility of a weekly service to be assessed at a later time. 
	This model is not structured to ignore the necessity of providing both the private and public sectors (in Bangkok) recycling services – it’s focused on building a credible reputation by providing exceptional value, achieving a level of success, critical mass (e.g., fine tuning Metta’s processes) and profitability first. Establishing this foundation will allow Metta the opportunity to explore providing lower cost recycling services at a later stage in the company’s maturation process. In sum, this initial pricing model is based upon Bangkok’s municipal services current pricing structure, and the fact that only 20 percent of fees due are regularly collected from their customers.

Placement
	Bottle, can and paper recycling bins will be placed in proximity to current rubbish bin locations within a given business / office setting.  Places where Metta’s bins will be located include: 
Paper Bins: 
•	Adjacent every (office) desks’ rubbish bin (trash can) 
•	Next to office copy machine, and/or fax machines (if required, a shredder could be included for an additional fee) 
Bottle, can and paper Bins: 
•	In the employee break area, and/or lunchroom

Promotion 
Promoting Metta First, LLC recycling services will be staged in phases. 
1.	Conducted by reference via the on-going success achieved at the CMMU beta-site. 
2.	Primary formal marketing collateral will be produced, including: 
a.	Corporate logo 
b.	Web-site creation 
c.	Business cards 
i.	Marketing Kit – URL listed on business cards will feature corporate information, and general recycling information 
d.	Promotional flyers 
3.	Once the initial recycling program has been operating successfully at CMMU, it will be documented into a “test-case” that will be used as marketing collateral to be distributed according. 
4.	Direct sales calls will be scheduled through established contacts at CMMU, recommendations offered by Metta’s Advisory Board, and previous professional contacts established in Bangkok. Preliminary organizations that will be focused on include: British Council, General Electric, Mahidol Universities’ Main Campus, Premas Management Services (SCB Park Plaza Management firm), and, the United Nations where Metta’s initial (CMMU test-case) success and service offering will be presented.  
5.	Secondary formal marketing collateral will be produced, including: 
a.	Introducing a Standardized Price List 
Marketing Plan 
	The initial marketing plan will be very basic. This is attributed to the fact that the first “customer” served (The College of Management, Mahidol in Bangkok, Thailand) was both the control and the experiment during the preliminary exploration stages of determining the feasibility of launching this venture. 
CMMU provided a “beta” site whereby information was gathered regarding determining two key qualifiers: 
One – 
•	The perspectives of recycling and the receptiveness of the average Thai national (and Ex-pats living in Thailand) being an active participate in recycling. 

The following percentages are based upon the responses to the questions presented to survey participants: 
Do you support recycling in Thailand?

Yes ____ No ____ Not Interested ____ Not Sure ____ 

	Thai	M	F	Ex-Pat	M	F	
Yes	75% 	37%	57%	85% 	54%	37%	
No	<1%			<1%			
Not Interested 	<1%			<1%			
Not Sure 	<23% 			<13% 			

If so, why? (You can select more than one response) 

Good for the environment ____ Saves money ____ Reduces landfill waste____ 

Reduces trash in the streets ____ Other ____

	Thai	Ex-Pat	Thai	Ex-Pat	Thai	Ex-Pat	Thai	Ex-Pat	Thai	Ex-Pat	
G	81%	84% 									
$			38% 	50% 							
R					37%	32% 					
T							43% 	46% 			
O									<1%	<1% 	

G = Good for the environment 
$ = Saves Money 
R = Reduces Landfill Waste 
T = Reduces Trash in the Streets 
O= Other 

If you support recycling, would you be an active participant? 

Yes ____ No ____ Not Sure ____ Not Interested ____ Other ____

	Thai	Ex-Pat	Thai	Ex-Pat	Thai	Ex-Pat	Thai	Ex-Pat	Thai	Ex-Pat	
Y	65%	83% 									
N			<1% 	<1% 							
NS					25%	<1% 					
NI							<8% 	<1% 			
O									<1%	<14% 	

Y = Yes
N = No 
NS = Not Sure
NI = Not Interested  
O = Other 

What materials would you be willing to recycle? (You can select more than one response)

Bottle (Plastic) ____ Bottle (Glass) ____Cans ____ Newspaper ____ Paper (Office) ____

	Thai	Ex-Pat	Thai	Ex-Pat	Thai	Ex-Pat	Thai	Ex-Pat	Thai	Ex-Pat	
B	67%	83% 									
BG			63% 	86% 							
C					62%	73% 					
N							43% 	30% 			
P									49%	30% 	

B = Bottle (Plastic) 
BG = Bottle (Glass) 
C = Cans 
N = Newspaper
P = Paper (Office)  

Two – 
•	The volume of recyclables generated per day. 
Over the course of one month, daily samples of materials (on one floor of CMMU’s facilities) were collected and measured for the amount of recyclables generated. The target locations used were CMMU’s computer lab, seven classrooms, and the library. 
Averages:	Day	Week	Month	Leakage	
Bottles 	>50	>380 	1522	+10% = >1537	
Cans	>6	>45	183 	+10% = >201	
Paper (Office) 
500 sheets per ream 	1,682 (>3 Reams) 	11,774 (>23
Reams of paper) 	52,142 (>104 Reams of paper) 	+10% = 57,356 (>114 Reams of paper) 	
Leakage (estimate) factored into calculation due to recyclables collected to augment staff income. 

Human Resources Plan 

Metta First, LLC will initially be comprised of three layers: 

1)	Advisory Council; 2) Executive Level; and, 3) Staff.  

Advisory Council: 

	Metta’s Advisory Council will consist of the followings individuals: 

Ranking Officers – 

1.	Jeff Black – Mr. Black is an American international serial entrepreneur with over 25 years of experience. Mr. Black resides on a number of corporate boards currently, and has extensive contacts in the Business and Venture Capital community (within the U.S., European and Asia-Pacific marketplaces.)  
2.	Brian Hunt – Mr. Hunt is a British ex-pat (living in Bangkok, Thailand) who has over 25 years experience working and living internationally. Fluent in written and spoken Thai, Mr. Hunt has extensive professional and civic contacts in Bangkok, and is currently a Ph.D candidate.  
3.	Clayton Kile – Mr. Kile is an American with over 20 years of international business experience. Mr. Kile has extensive Asia-Pacific business knowledge and professional contacts.  
4.	Ed Rubesch – Mr. Rubesch is successful international entrepreneur American ex-pat (living in Bangkok, Thailand.) Fluent in written and spoken Thai, Mr. Rubesch has extensive professional contacts in Bangkok, and is currently a Ph.D candidate. 

5.	Wisuit Tassanaiam – Mr. Tassanaiam is a successful Thai businessman with high-level contacts in prominent positions within the Thai Government. 
6.	Michael Lyons – Mr. Lyons is a New Zealand ex-pat living and working in Bangkok, Thailand. A former Executive at HP, Mr. Lyons has extensive contacts in the region from successfully conducting business within Asia-Pacific offering over 15 years for various multinational concerns.
7.	Mark Manners – Mr. Manners is an Australian ex-pat living and working out of Singapore as an Executive at HP. Mr. Manners has extensive Asia-Pacific business contacts and regional knowledge from over 15 years of successfully conducting business throughout the region.  

Non-Council Advisors: 
1.	Peter von Haam – Mr. von Haam has over 10 years working in governmental agencies for California. Currently, Mr. von Haam is the Deputy Attorney General for the State of California. 
2.	(As yet unnamed) Thai Legal Advisor. 

Executive Level
CEO 
	John S. Rajeski has over 15 years of progressive private, corporate and international business experience in the Asia-Pacific, European and US marketplaces. Mr. Rajeski’s background also features extensive cross-cultural interaction and travel including living in Cairo, Egypt, the former Eastern Berlin, Germany, and Bangkok, Thailand (where he studied as a part of completing his MBA.)  

Exhibit 1: Metta First Organizational Chart 

Metta First, LLC Advisory Board

John S. Rajeski, CEO

Bi-Lingual Thai National, 
Hired in Q1

Bi-Lingual Thai National, 
Hired in Q8

Bi-Lingual Thai National (Legal Affairs) Retainer

Bi-Lingual (Thai National) Executive Assistant, Hired in Q1

Operational Plan
Stage of Development 
	Metta First, LLC is a start-up business in the planning phase of its development as an on-site recycling service provider. Metta’s target market is multinational organizations located in Bangkok, Thailand. Metta First will operate Monday through Friday, after normal business hours (from 6:00 p.m. until 2:00 a.m.) Metta’s services are similar to on-site custodial services in that Metta’s staff will serve our customers after the close of the business day. 
Key Positions 

	The initial key positions will be staffed by three Thai nationals. One Thai national will be retained for legal assistance. This person will be hired to work with Metta First while the firm is in its pre-operating stages to assist with drafting any required business and/or legal documents in both Thai and English. The hours that they will work will be based upon the required hours to complete the task that they are fulfilling. At this juncture, it has not been determined the extent to which their services will be utilized. 
The other two staff members will be an Executive Assistant, and a Thai national hired to drive Metta’s recycling vehicle (to transport the collected recyclables) work on-site (providing Metta’s recycling services) as well performing various duties at Metta First’s main office. 

Qualifications
	The legal services retainer will be (an established attorney with a Thai Law Degree and/or the American equivalent of a Jurist Doctorate ) required to be fluent in both Thai and English (written and spoken) as well as be experienced in working with multinational firms establishing businesses in Thailand (specifically, Bangkok.) This is a key qualification for working with Metta First, as they will be required to work closely with CEO, and (if necessary) provide informational presentations, legal interpretations and/or translated legal documentation to both Metta’s CEO and Metta’s Advisory Board.  
	The Executive Assistant will be required to possess a four year degree, have lived, and/or traveled in Western Europe, and/or the US, be fluent in Thai and English (written and spoken) possess superior customer service skills, and a valid (Thai) driver’s license. 
The initial staff member hired will be required to possess a four year degree, have lived, and/or traveled in Western Europe, and/or the US, be fluent in Thai and English (written and spoken) possess a valid (Thai) driver’s license, demonstrate superior driving skills (for a pick-up truck, and/or larger truck) as well as knowledge of driving around Bangkok (without the aid of a map) be bondable, able to lift 50 lbs. (23 kilos) be knowledgeable about the benefits of recycling, have a track record of providing excellent customer service, as well as be experienced in working with multinational firms who have an established business in Thailand (specifically, Bangkok.)

Training
	Metta First’s (Thai) legal retainer will be introduced to the business concept and initial beta customer (CMMU) in order to provide relevant background information pertaining to legal requirements, what legal advice they will offer, legal questions that will arise, and/or in order to provide guidance on how to structure contracts (e.g., for property rental, vehicle purchase and on-site customer recycling service accounts.) 
	Metta’s Executive Assistant will also be introduced to the business concept and initial beta customer (CMMU) in order to demonstrate Metta’s commitment to exemplary customer service standards. 
Finally, in addition to Metta’s general staff member being introduced to CMMU, this individual will receive on-site direction initially in order to maximize their time effectiveness (for an as yet undetermined amount of time) be required to demonstrate superior driving skills (for a pick-up truck, and/or larger truck) in Bangkok (under supervisor) provide an on-site demonstration of their superior customer service skills (under both supervisor, and through their own sense of initiative) and demonstrate that they can lift 50 lbs. (2.2 kilos.) 

Compensation 
	Metta’s legal retainer will be compensated per assignment at a fee that will be negotiated based upon the going-rate for providing Thai / English legal council in Bangkok.
Metta’s Executive Assistant will be compensated at a rate of $400.00 per month (which is a competitive rate of pay for fulfilling the requirements of this position.)  
Metta’s general staff member will be compensated at $200.00 per month. This is attributed to the four-year degree, driving and bonding requirement for this position, as well as to provide financial incentive to recruit the higher qualified staff possible. Moreover, this figure is also based upon relating it to the average monthly salary for a Thai hotel worker being about $130 (Worker’s World Home Page.)
Benefits 
Metta’s legal retainer will only receive financial compensation for their retained services. Metta’s staff members will only be provided a monthly salary (unless otherwise required by Thai law.) 

Facilities

	Metta First’s facilities will be a two-stall garage (with adequate space to park either a pick-up truck inside, and/or heavier sized industrial truck outside) attached with a small office located in the Chatuchak District of Bangkok. The physical plant will also have a surrounding paved area for placing 4 two-yard (2 meter) rolling dumpsters for storing collected recyclables for glass and plastic bottles, cans and paper. 
Adjacent Lad Phao District, Chatuchak is located in close proximity to mass transit (the Mo Chit Bangkok Train Stop is 5 minutes by taxi) major surface streets, a highway and toll-way. Chatuchak is less than 15 minutes to the airport (via the Bangkok Toll Way) and 20 minutes from downtown Bangkok (via the Bangkok Train System.) 
Equipment 
	Required equipment includes: 
1 pick-up truck (or heavier sized) industrial truck – Used, and in good working condition 
4 two-yard (2 meter) rolling dumpsters – Used, and in good working condition
5 (Curbside-style) Rolling Trash Dumpsters – New

50 Basic Deskside Paper Bins (28-1/8-Quart) – New 

10 Industrial Bins (40”h x 18”w) – New 

1 Laptop computer – New 

1 Office (Ink Jet) Printer – New 

1 Scanner – New 

1 High-speed Internet Access line (Cable Modem, DSL and/or Wireless) 

1 Mobile Phone – New

1 Pair of two-way radios – New

Quality Assurance

	The primary quality assurance will be monitoring the level of customer satisfaction of Metta First’s on-site recycling removal services for multinationals located in Bangkok, Thailand through weekly in-person contact. 
This will consist of scheduling a regular date and time for Metta to meet in person, speak with customers on the phone (if preferred) and/or, optionally be completed on-line (via Metta’s Home Page.) The purpose of this is to query Metta’s customers (regarding their level of satisfaction) with Metta First’s services, the staff that is supplying the service and the equipment that the principal is leasing from Metta First, in order to accomplish the highest levels of customer satisfaction. 
	This meeting will take no more than 15 minutes per week. Aside from providing regularly scheduled meeting dates, time and the option to correspond on-line, Metta will also provide a contact email address and voice mail line with a guaranteed maximum of a 24 hour response during weekdays, and a 48 hour response over weekends.  

Milestone Schedule

May 9th 2005: Business Plan completed. 

December 31, 2005: Capital secured. 

January 31st, 2006: Lease Metta First’s physical location. 

February 1, 2006: Retain (Thai) Legal Council.  

February 22, 2006: Purchase office equipment. 

February 22, 2006: Purchase / lease primary vehicle. 

February 29, 2006: Hire Executive Assistant. 

March 15, 2005: Hire general staff member. 

March 21, 2006: Launch business 

March 31st, 2006: Preliminary CMMU beta site fully operational. 

June 30th, 2006: Secure first multinational customer.

August 31st, 2006: Reach Break-even Point. 

September 30th, 2006: First month of profitability. 

December 31st, 2006: Fourth consecutive month of profitability. 

December 31st, 2007: Serve all Mahidol University’s campuses (throughout Bangkok) 

December 31st, 2008: Serve ten multinational organizations in Bangkok  

December 31st, 2009: Establish a subsidiary in Mainland China 

December 31st, 2010: Establish a subsidiary in another major Asian city (e.g., Singapore) 

Risks and Conclusions

	Unquestionably, Metta First’s biggest challenge is the reliability of the data collected. Given that it is easier to quantify the behavior(s) of people pertaining to what they are actually doing, as opposed to what they would do hypothetically; the risk of the average Thai citizen actively supporting recycling is far different than the average Thai national being a participant. However, this risk can be minimized by two factors; 1) Thailand has a standing tradition of deferring to and utilizing foreign expertise; 2) Launching Metta First on a college campus (where student activism can be leveraged) will enable Metta to develop from a nascent start-up to a fully functional business. 
	The next biggest challenge Metta First faces is the principal management (John S. Rajeski) has no formal experience running a successful recycling business in Thailand (let alone America.) This risk will be mitigated by the principal’s passion for creating sustainability (through recycling) and Metta’s Advisory Councils’ wealth of professional contacts and (international) business expertise. 
	Finally, the last challenge Metta faces is two-fold: the first, hiring the right staff that will assist with the business running successfully. The second, Thailand’s current poor municipal record of collecting waste management fees. These challenges can be overcome by: recruiting people (with the assistance of Metta’s Advisory Council); demonstrating the importance of on-site recycling; providing superior customer service and satisfaction to all of Metta First’s customers; and, through sustained political lobbying for greater public awareness and the creation of government incentives for participating in recycling programs. 

Table 6: Global Environmental Services Market Segmentation I: % Share, by Volume, 2003

Table 7: Global Environmental Services Market Segmentation II: % Share, 

By Volume 2003

Table 8: Global Environmental Services Market Forecast: $ billion 2003 – 2008  

Table 9: Global Environmental Services Market Growth: % 2003 – 2008 

Legal Plan 
	Metta First’s legal plan will be to establish business as an LLC. Moreover, Metta First will file all business and legal requirements in compliance with both US and Thai legal laws governing Limited Liability Corporations.  
Metta First’s primary legal plan will be implemented in accordance with the stage of the firm’s maturation process. A general guideline for Metta First’s legal plan will be structured as follows: 
December 31, 2005: Capital secured (Loan Agreement) 

January 31st, 2006: Lease Metta First’s physical location. (Lease Agreement)

February 1, 2006: Retain (Thai) Legal Council.  (Employment Agreement)

February 22, 2006: Purchase office equipment. 

February 22, 2006: Purchase / lease primary vehicle. (Lease Agreement)

February 29, 2006: Hire Executive Assistant. (Employment Agreement)

March 15, 2005: Hire general staff member. (Employment Agreement)

March 21, 2006: Launch business (Limited Liability Corporation Filings) 

March 31st, 2006: Preliminary CMMU beta site fully operational. 

June 30th, 2006: Secure first multinational customer. (Service Agreement)