Canadian environmentalist Lisa Christensen found huge potential in Hong Kong for setting up a business in waste management solutions

Previously employed by local recycling company Time to Recycle, Ms Christensen recognised the huge market potential and a niche - especially for increased awareness programmes coupled with sustainable waste collection systems.

Hong Kong is the ideal location for Ecovision, she said. During the past two years the government has launched a HK$100 million (US$12.5 million) public education campaign for recycling and introduced public bins where the community can deposit their paper, plastic bottles, and aluminum cans. "Hong Kong is ready for recycling," she said.

Ms Christensen explained that Hong King produces 507kg of municipal waste per capita from the domestic, commercial and industrial sectors each year, compared to 360kg in Germany, 500kg in Canada, and 690kg in Australia. Yet with its domestic sector growing at a rate of 4 per cent, Hong Kong recycles just 8 per cent of its domestic waste compared to 32 per cent in Germany, 47 per cent in Canada and 48 per cent in Australia. Ecovision is currently leading the community education effort by working with the public and private sector, the community and green groups.
 
Easy to set up business

Setting up a limited company was easy in Hong Kong, Ms Christensen found. The format is straightforward and after extensive research with government and industry authorities, she wrote a business and marketing plan. "With help from my father Leif Christensen, a professional accountant and mentor, we took the plan to a small venture capital firm which recognised the potential and decided to not only raise capital for start-up operations, but also to invest in the company."
 
Hong Kong's entrepreneurial spirit also meant she benefited from "good networking, timing, hard work and the help of friends".
 
Ecovision's key strategy is to advertise in high traffic, high profile outdoor locations, impacting on pedestrians and people in vehicles on primary routes. Apart from the cost advantages, such advertising "can't be thrown out or turned off - its messages are delivered again and again".

So far, the company has experienced overwhelming results from its projects. "We are seeing positive financial results already," Ms Christensen said.

Next stop the PRD

The next phase of the vision is to find the right partnerships for taking Ecovision to the Chinese mainland. "By 2025 an estimated 45 million people will live in the Pearl Delta River (PRD) region, and Ecovision will be poised to capitalise on their need for collection solutions," she said. "Discussion with various mainland governments and companies has already begun."

 Hong Kong is the ideal launch pad to China because of its strong business climate and a good knowledge base for the industry, especially within the overseas community. "Having a Hong Kong base will make it very easy to progress because business is fair here and regulations are easy and clearly understood," Ms Christensen said.

"Furthermore, Hong Kong entrepreneurs are very aggressive in establishing themselves in neighbouring markets including China. The further integration of the PRD region should be of great benefit to Hong Kong business people."
 
Ms Christensen welcomed Chief Executive Tung Chee Hwa's recent policy address announcement that charging systems would be put in place as early as next year to further kick-start the recycling industry. "This can only help our business," she said.

Related link:
Ecovision www.ecovisionasia.com