A For Profit Company with A Non-Profit Heart
Presented To
The Clinton Global Initiative
825 Eighth Avenue, 33rd Floor New York, N.Y. 10019 U. S. A.
Authored By
John B. Wu, Founder Destiny 2013 P.O. Box 34723 King’s Road Post Office Hong Kong
5th September, 2005
Confidential
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EXECUTIVE SUMMARY Destiny 2013 Limited Is “A For-Profit Company with A Non-Profit Heart”. We are in the business of Job Creation and Revival of the Small and Medium Enterprises (SMEs) using top-notch marketing, public relationship and branding strategies combining modern technologies, communications and business techniques in order to preserve, encourage, develop and perk up manufacturers, artisans and home-based industries by marketing their quality products worldwide, at prices they deserve carrying a decent profit.. To address such an enormous undertaking, the created jobs and opportunities must be „people intensive‟ and to strengthen the weaknesses of the SMEs. This will deliver a cure to the causes rather than a remedy for the symptom. And will assure workers of earning a living wage that is sufficient for the basic necessities of life, to support a family, for educating their children and to provide for old age. More importantly, the moral dimension of promoting decent working conditions for workers everywhere must be an integral part of this Destiny 2013‟s global endeavor. In due time and course this 2013 cachet and business model will become a household name carrying a 10 figure business value entity for those that have participated. Under our proprietary will include: A Brand; A multi-lingual website; A Logo; A sought-after 2013 Insignia for Workers Ethical Standard Zeal, A Multi-Million Strong Memberships and Affiliates; Strings of Eager Sponsors. In addition our Patented Business Models and Process can be licensed to others bringing handsome rewards to investors and benefits to all fragments of societies everywhere. All these are replicable, transferable and re-locatable. Our 2013 insignia of ethical standard is to be awarded to those deserving factories through our strict guidance and inspections. Action in this image is feasible only if we build a global marketplace in a connected world, with Hong Kong serving as its hub. The thrill of this creative effort will also help to alleviate unemployment problems in many countries. We are now ready to step into your Incubator Center - Beside the start-up capital that we need; we also seek your expertise and mentoring. This document is designed to give your organization the opportunity to participate in this unprecedented social investment potential.
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MISSION& VISION Our mission is to assist increasing numbers of people around the world, left behind in the globalize world, to become entrepreneurs, and for them to become prosperous and their employees to become self-sufficient. We will build up tangible and intangible assets sharing it with the weak and deserving SMEs to benefit the people of the grassroots everywhere around the world. This project will allow all participants to interact with the world with harmony and bring unprecedented altruistic investment opportunities for social entrepreneurs. The Destiny 2013 website will be the world‟s biggest phenomenon in Job Creations. It can fulfill this need and thus will attract sizeable revenues from sponsorships and advertising while governments can play a passive role in providing us with an environment to harness innovations and creativeness at their home country for us to grow the 2013 family. Destiny 2013 will be desirable for the established brands for sponsorships and their own marketing. We can compliment each other, bringing kudos to corporate citizens. These known brands and products can bring prestige to our agents – a crucial factor to bring back the lost dignities for those that are long unemployed.
OUR VISION The long-term objective of Destiny 2013 is to assist increasing numbers of those that wish to work to become entrepreneurs; to become prosperous, and to become self-sufficient. And ultimately become productive citizens of their country as tax payers. Another long term vision is to provide trans-national companies a platform for them to paint a human face over their corporate image in a globalize world, thus creating harmony and understanding. Established brands will one day partner with us to establish our market positioning and bring alive the cachet of Destiny 2013 because the image of sponsorship can lend tremendous kudos to them. And membership will be upright and respectable undertaking for social progress.
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OUR PHILOSOHIES To completely solve unemployment problems of our own, we must take a holistic approach to solve unemployment problems for other countries. Without extending this opportunity globally we will not enjoy the needed global collective effort for our full solution. Destiny 2013's beliefs are that 'entrepreneurialism' is the best answer to the long unemployed people everywhere bringing real prospects to those trapped in poverty and launch them onto the road of self-sufficiencies, becoming productive citizens and eventually tax payers prospering their countries as well as others, thus returning dignities to the willing and the able. We do not see the poor and idled workers as societies‟ liabilities but an asset. We do not believe those that want to work will want hand-outs or charities – they want jobs and prospects, period. Providing jobs is the foremost responsibility of every government and we see ourselves as their partners. We do not believe that simply training individuals for jobs will create those jobs, but instead, we must provide an infrastructure where people of all ages have a choice about their employment. We believe a person‟s right to earn an honest living is a natural right. Promoting decent working conditions for workers is the strongest virtues of 2013.
GOALS AND OBJECTIVES Goal 1: To eliminate current unemployment problems. Objective: To build a gigantic job creating machine for the world with Hong Kong – China as its hub first.
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Goal 2: To alleviate some of the problems currently being faced by small-tomedium enterprises („SMEs‟) in Hong Kong. Objective: The long-term objective of Destiny 2013 is to assist increasing numbers of these SMEs to grow into larger enterprises, become prosperous, and ultimately, together, with their employees, become self-sufficient Goal 3: To provide trans-national companies a much needed platform for them to address the human dimension of their corporate image in the globalize world. Objective: Creating a platform for corporate citizens to endorse, sponsor and to support Destiny 2013. Thus these corporate citizenries may also have an avenue to carry out their social responsibilities. Our 2013 insignia must be the sought after kudos by the multi-nationals. Goal 4: China - This country after years of this on-site exploration - came out undisputedly to be the most ideal locality to launch this innovative project. Objective: Hong Kong - being that unique city of China having the best of the East and the West - will be the hub for the many endeavors of Destiny 2013.
WHY CHINA FIRST?
The nineteenth century belonged to Britain. The twentieth century belonged to the United States. And the twenty-first century will belong to China. Its developing economy is now creating millionaires by the thousands every year. China is already the world's fastest growing major power. Whatever anyone‟s personal views are on this country, its socio-political system, and current questions concerning its relationship with Japan and Taiwan, China has begun what is already being recognized as an era of spectacular economic growth. China has a combination of unique factors we see contributing to its investment potential. 1. A massive population, starting from a low wealth and low per-capita income base. 2. A strong commitment to education producing an increasingly well trained and productive work force. 3. Growing Social stability
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4. A high saving rate of over 30% 5. A high and proven work ethic based on a powerful desire to succeed and become wealthy 6. An economy currently growing at more than double the rate of the world economy, due to this combination of unique factors. 7. For these reasons, just as Hong Kong was the factory floor of the world during the later half of the 20th Century, China is now already the global factory floor for the 21st Century. 8. The foundation for this massive floor, in our opinion will not lose steam. All these are important criteria during the nascent years of Destiny 2013. The above is not a forecast but a certainty in the coming decade, thus, the highest and the quickest Return-On-Investment potential will be in China.
WHAT MAKES 2013 CONCEPT SO UNIQUE ? There are several compelling reasons: 1. Based on the dynamics of Chinese economic development, this is one of the few investment opportunities available other than to Multinationals companies. 2. Unlike the Multinationals, 2013 is not based primarily on the ability to mass-produce western products at very low cost. A fundamental principal of the company is that all of parties concerned, from the small Asian artisan to the venture capital investor(s), make fair and increasing profits. 3. The business will be based on producing and marketing Asian made products, starting with China. The products will be produced by existing factories who meet 2013 strict quality control standards. With the assistance of Destiny 2013, in terms of small investments, marketing and business technologies, these small enterprises will up-date their technology and know how and increasingly produce more and better products. 4. Another unique element is the combination of its Internet Global Mall – www.destiny2013.org - combined with the advantages of personal local sales representation.
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5. The founder of Destiny 2013 ( author of this document), John B. Wu, while Chinese and fluent in three Chinese dialects has more than thirty years experience in Western markets and is also fluent in English and French. He has been a resident of Europe and America for decades and brings a unique blend of Oriental and Western knowledge to the operation. 6. The long term objective of 2013 is to manage and market through its Internet Global Mall, the quality products produced by Chinese and other Asian Home Industries and SMEs: 7. Internet Businesses suffer from an inability to find a substitute for human contact. The Ambassador program is Destiny 2013‟s answer to this problem. Our Ambassador program will have the same beneficial effect as entering a local retail store and dealing with a professional, trained and knowledgeable, known personally to the purchasers, and to whom they can turn personalized service. No electronic program can duplicate the customer confidence generated by a smiling personal “hello, how can I help you?” greeting. 8. Another long-term objective of Destiny 2013 is to build „An Universal Brand‟ and other intangible values extremely lacking to small businesses. We will share these with deserving SMEs everywhere with conditional licensing agreements giving added value to their products and services so they can be assisted to grow into larger enterprises, become prosperous, and ultimately, together, with their employees, become self-sufficient. 9. This concept is unique because it addresses the roots of a very important dilemma belonging only to those that are small and weak.
THE PROBLEMS
1. While the world‟s economy is globalize, the price of Asian goods is still at a local one suggesting only that we are not fetching a price that it deserves. This is also an obstacle to spread wealth across a wider spectrum of our society, creating a wealth gap, if left unchecked, can be dangerous. 2. The International Gap and Market Reach of Asian businesses are weak. 3. Under-Investment (or no investment) on intangible asset such as „branding‟ is the underpinning culture of China and Asia. Of those who have understood such values are unwilling to prioritize their investments on
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intangibles and many are deprived of means to do it on their own. 4. This typical mindset of the people harnessed by its advantages of cheap labor is hindering the need to change and prepare them to meet their global future.
METHODS The economic future of our world‟s distressed sectors must see the world through the World Wide Web. The net is the correlation for the connectivity for them with the rest of the world, where their livelihoods can be and are fed from anywhere and everywhere. Underscored by the wonders of this unexpected link, we have all witnessed how it permits the potential for creativity to grow exponentially, not linearly. The greater the number of functional parts, the greater the potential it can feed benefits from anywhere and everywhere into the fabrics of our society. Given this desire for opportunity we have developed a business model for creating personal wealth at the grassroots level through an innovative approach designed to maximize the inherent potentials of the World Wide Web. The Survey on The Economist dated May 13th, 2004 said: “In US alone, the 200 million Americans that have internet access will spend $120 billion this year alone.” And “E-Bay‟s overseas service in China is already the largest of the country.” It goes on to say; “Sales that were thought impossible to conduct on the net is now growing out of control”. The Backdrop The just released statistics from the Hong Kong I.T. Information Services are as follow: The rate of household access to the Internet in the World is: South Korea 54.7% Sweden 54.5% USA 54.1% Singapore 53.3% 1. Since little or no investment in Intangible Assets and Gaps of International Reach is the common norm of Asian Business Culture. We must revert this and invest in building a universal brand; logo; trade mark to be share by all because
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it is just as important as tangible assets and fill the Gaps and strengthen the International Capabilities. 2. As jobs cannot be imposed, the desire to work must come from within the individual person. Therefore, the crux of the marketing direction must be one of Prestige & Respect that carries a social responsibility. 3. We must take them (SMEs) to greener pastures, away from the destitute local markets with paper thin margins. 4. The importance of restoring lost dignity and confidence back to those who have been long unemployed cannot be underestimated. In the strictest sense, entrepreneurialism is the best prospect for them. Destiny 2013 must not be seen as a charity giving handouts – but a source of attractive jobs.
HOW IT WORKS 1. Destiny Global Shopping Mall is the website for them to reach customers globally while enjoying the logistics, real time order confirmation, instant payments and same day dispatching of their orders direct to their customers. 2. With a computer, a connection and a good website, Hong Kong people‟s renowned entrepreneurial flair will no longer be asleep. Instead, a golden opportunity beckons to them and to people who have an urge to create a better life for themselves. 3. No investment. No inventory. No more need to travel to work. No more job interviews. All this happens with a few clicks of the mouse. It is as easy as opening an email account. 4. No such things as „no job openings‟ in our global store. In fact the decision to be hired rest with the job seekers. 5. They can choose to work on-line, off line or download our template to build their own shop and become our affiliate if they choose. 6. A state of art administration and Sales Management for our System (SMS) must be seamless, with each individual‟s history, performance, and accounts as accessible as from hands-to-pockets.
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7. Each returning customer that log in can be tracked to the respective Ambassador that serves them, and an instant report will be sent to them, with details what they have browsed and/or what they have purchased. 8. The heavy lifting of goods and products will be handled at the center of Destiny2013, based in Hong Kong. 9. Products will be sold on our E-Shop and through our agents* within and beyond our city‟s borders. 10. Using a simple price structure of three equal parts: Product Cost** + Sales Commission + deductible for 2013. Thus a $30.00 sale will give a $10.00 income for agent and provide another $10.00 to cover the handling & postages. 11. This concept to contribute all of our profits to provide free handling and deliveries. 12. We will serve the most vulnerable sectors of our society - the young, the mid-age, single parents and the unskilled as a priority. 13. The built-in loyalty factor is by way of offering free handling and freight if they buy through our Sales Ambassadors to our customers, thus giving them a competitive edge that is unparallel. 14. Membership values in 2013 are both tangible and intangible. 15. On Training – Next to nil for the computer literate, but for the rest it is best to produce a VCD/DVD video as a pleasant self-taught and self-learning tool. It can be seductively more engaging for those to gain this knowledge if the narrators and/or presenters in the video are well-loved personalities. 16. On Sales and Marketing – After the initial two to three years of cleverly planned publicity, public relation and advertising campaign we will become attractive and sought after by the trans-nationals companies that wish to put a human face over their corporate facades. *We call our agents as Ambassadors **Ex-Destiny 2013 Center in Hong Kong
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WHAT MAKES 2013 CONCEPT SO UNIQUE ? There are several compelling reasons: 1. Based on the dynamics of Chinese economic development, this is one of the few investment opportunities available other than to Multinationals companies. 2. Unlike the Multinationals, 2013 is not based primarily on the ability to mass-produce western products at very low cost. This means that the paper-thin margins so common in Chinese and most other Asian businesses are not an underlying problem of 2013. A fundamental principal of the company is that all of parties concerned, from the small Asian artisan to the venture capital investor(s), make fair and increasing profits. 3. The business will be based on producing and marketing Asian made products, starting with China. The products will be produced by existing factories who meet 2013 strict quality control standards. With the assistance of Destiny 2013, in terms of small investments, marketing and business technologies, these small enterprises will up-date their technology and know how and increasingly produce more and better products. 4. Ambassador program, combined with its Internet Global Mall marketing project, makes this company a truly unique and original investment opportunity. The Ambassadors will be independent, local people, in any part of the world, who will promote Destiny 2013 products directly and via the Internet. Most importantly, they will handle any customer relations. They will be compensated on a commission basis for all of the purchases of all of the clients they find or for whom they continue to handle customer relations. Mail Order companies and now Internet sales companies suffer from an inability to find a substitute for human contact. The Ambassador program is Destiny 2013‟s answer to this problem. It is hoped that the Ambassador program will have the same beneficial effect as entering a local retail store and dealing with a trained and knowledgeable sales person, known to the purchaser, and to whom he can turn personalized service. No electronic program can duplicate the customer confidence generated by a smiling personal “hello, how can I help you?” greeting.
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5. The founder of the business, John B. Wu, while Chinese and fluent in three Chinese dialects has more than thirty years experience in Western markets and is also fluent in English and French. He has been a resident of Europe and America for decades and brings a unique blend of Oriental and Western knowledge to the operation. 6. The long term objective of 2013 is to manage and market through its Internet Global Mall, the quality products produced by Chinese and other Asian Home Industries and SMEs: 7. The long-term objective of Destiny 2013 is to assist increasing numbers of these SMEs to grow into larger enterprises, become prosperous, and ultimately, together, with their employees, become self-sufficient. 8. The mutual long term objective of both companies is about job creation and the preservation or revival of Small and Medium Enterprises (SMEs), first in Asia, lead by China, then in other countries throughout the world. 9. Given this desire for opportunity we have developed a business model for creating personal wealth at the grassroots level through an innovative approach designed to maximize the inherent potentials of the World Wide Web.
DESIRABLE OUTCOME The desired outcome will be for those who wish to work will find work, and through their work they will have the added satisfaction of promoting our cause for the good of the world community. An uncountable desirable career posts can be created in the briefest time. Destiny 2013 is an innovative plan improving livelihoods of peoples everywhere. It is a service of the millions who suffer today. It means the ending of the darkness of the unemployed and giving hope to their children and to those that are still in school. It means eradicating poverty and ignorance from our more privileged citizens and inequality of opportunity. Destiny2013 is a challenge for societies to change and to succeed. But, changes require more than ambition, it also requires a persuasion campaign that will plant dreams in the clearest way imaginable throughout all components of societies, and this includes, Governments, Non-Government and Corporate institutions, but more importantly this dream must be planted in the minds of those long unemployed people because to them „entrepreneurialism‟ will be the only
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answer to their plight, throw this away; you throw away the right for them to dream. We will be the „darling‟ for the title-tattle and the chatty trait of people and media; they will embrace each available opportunity to reveal sensations like: How has Amazon.com have rebounded from billion-dollar loss to billion-dollar profit in just 2 years? How has E-Bay has turned Imaginations into Realities, then built a ten-million plus global membership in under 5 years? How the Business to Consumer (B2C) commerce is becoming a trillion-dollar economy with no signs that it is running out of steam? How an example of just one unskilled worker has in fact conducted business and earned money while he was sleeping? Can we deny the certainty that anything about „Making Money‟ can only vibrate people of today? DESTINY 2013 will exceed and will surpass Amazon and E-Bay combined by the year 2013. SUSTAINABILITY It is our belief that after the initial branding, marketing relation and marketing work, the cause of Destiny 2013 will be able to communicate to the world and bring out awareness and the visibility of this innovative vision which can reduce the wealth gap, prospering governments as well as her people. We are in fact their allies fighting the war on poverty and unemployment. As a result, we will be selfperpetuating blessed by the environment where only people of high position can provide. We will also seek to combine efforts and participation with many different components of Hong Kong, such as the media, celebrities, business leaders, and government and non-government organizations. As we grow in both scope and presence, Destiny 2013 will cross the line from cash-burn into profit within the time frame of 3 years even if we remain in the confine of China alone. Our revenue base are; memberships, sponsorships, licensing and government backings. Kindly examine these factors: Globalization has also created a genuine need for trans-national companies to paint a human face on their corporate image. The Destiny 2013 website can fulfill this need, and thus can attract sizeable revenues from sponsorships and advertising. Though the portion of our profits from our global mall will provide free shipment and handling for the customer base of our Ambassadors in order to fuel the loyalty factor to serve their interest. We can bring in sizable
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income from the licensing of our universal brand; our cachet; trademark; patent for the SMEs sectors. The 2013 ethical standard (similar to ISO 9001) will also create added value for the products and services of the SME sector even though this is to be awarded but will lend a strong hand in our overall global marketing strategies. If Destiny 2013 is properly marketed to arouse the desirability of belonging to this organization we can realistically believe that this organization will attract paying memberships and be profitable in the briefest time. Membership should be marketed as an honorable undertaking attracting and building a strong 2013 family globally. Through the participations of Local and International Membership Dues and through revenues generated from sponsorship and advertising from private as well as corporate. This Innovative Social Enterprises to fight unemployment will deliver solutions to benefit countries everywhere thus, allowing Patronage to emerge as well. Contributions, Participations and Sponsorships, both private and corporate, to Destiny 2013 should be feasible toward the end of year 1 or early in year 2, to further its humanitarian and social responsibility aims. This would be the result of an active public relations campaign planned for year 2. LONG TERM GROWTH In the initial stages 2013 is built on the idea of producing goods primarily in China for consumption in the west. For the first several years this will remain the underpinnings of the company. The same Internet sales model will become more and more applicable to China, indeed all of Asia over the next few years. As increasing numbers of people become self-sufficient in these countries, personal income grows, conspicuous consumption will become more important with the massive Asian Market. If only 20% of China‟s population is included as potential consumers it is a larger market than the total US market. In future years, if we include 50% of China‟s population, the potential market is larger than the entire industrialized world. As the Destiny brand gains acceptance in the West there is nothing to bar us from
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seeking affiliates in the West and Ambassadors in the East and developing a twoway flow of goods. With the growth of the Chinese economy and the likely upward revaluation of the Yuan this two-way flow grows increasingly likely. EXIT STRATEGY The plan is to form holding company that will include the „for profit‟ (FPO) arm, and the „non-profit‟ (NPO) arm. Profits from the FPO will fund the NPO; it will in turn provide human, financial, and management assistance, to the SMEs that form the backbone of its supply chain.
The provisional exit strategy is an IPO of the holding company with a listing on the NYSE by 2013. After consultation with legal council and investment bankers it is very possible that this will be altered, and the holding company will remain privately held while Destiny 2013 Limited becomes the public entity. A variety of legal and tax considerations must be researched prior to any final decision and the limited resources of the company at the moment can be better utilized on other problems.
COMPANY DEVELOPMENT TO DATE Destiny 2013 Limited is formed in October 2004 and remains dormant to this day. This company is establish as a for profit company 10% of its pre-tax profit will be contributed to Destiny 2013 to help fund its mission of assisting increasing numbers of people around the world to become self-sufficient. Destiny 2013 Association Limited is a non-profit company and has been in existence since the year 2003. Today it has a prototype internet shopping mall; www.destiny2013.org It is envisioned that this non-profit arm will lend its name to the quality controlled and approved products that we market internationally. This will create not only an image of quality but, equally important, and image of humanitarianism. The initial activities of 2013 will be centered in Hong Kong, and within a relatively short time they will include other areas of mainland China, India and other areas of our shrinking world. 2013 now has the prototype of the Internet Global Mall, created a pre-view Destiny 2013 web site, manufactured several Destiny 2013 brand products by Hong Kong artisans put together a team for its monthly newsletter and will
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develop a E-Zine in the future. We now need to generate the additional initial capital necessary to begin branding and marketing and to enroll members as well as sponsors, testing both the products and the concept, in order to develop the strategic planning necessary to move from the concept stage to realization of the first steps in the process of building a successful profit making company. The next essential project is to test and confirm the target market for 2013 products, if necessary redefine the target market, and verify the underlying assumptions. As soon as this vital information is obtained, a complete strategic operating and marketing plan will be created and incorporated into a complete professional business plan. The Incubator Phase of this project will take up the best part of two years and will require a cash burn in the high end of seven figures.
PERSONAL INFORMATIONS
I was born in the the year of 1946. A high school graduate. Brea Olinda High School, California, USA. Graduated in the year 1965. I have an international childhood and possess a solid international background with cross cultural experiences. Commands several languages fluently (Chinese, French and English), my unique personal characteristics are: High energy and resilient Willing to travel and work long hours Having a great sense of humor Able to use humor to great effect when trying to reduce tension High standards of integrity Handles day-to-day challenges confidently Will persevere in the face of resistance Positive, driven, enthusiastic, and ambitious for business success Results driven, seeks to constantly challenge and beat previous targets
All the above assets are acquired and nurtured in the University of Life.
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WHY HAVE I STARTED 2013 ? After the Asian Economic Crisis hit our city, the Hong Kong Government has confronted a challenging agenda to get the economy going again. Years of experimentation have offered plenty of examples of failed Government programs. Government and Non-Government agencies run training programs, often created in response to the governments‟ own flawed projections of job vacancies, don't work well. These programs have proven easy to start, expensive to operate, discouraging in results and yet politically tough to kill. In 2003, SARS hit my city. What was absolutely unthinkable became a horrifying reality. Almost 1,800 people in Hong Kong were infected -- 378 of them hospital workers. 299 precious lives were sacrificed. Over 4,000 businesses folded and tens of thousands of people lost their jobs. Many households lost their breadwinners. Many children were left orphaned. The World Health Organization put my city on the Travel Advisory for 52 days and 5 million visitors completely avoided us. During these days no one escaped to see „the end of everything‟ for Hong Kong. While seven million Hong Kong people were lost in their netherworld, a new not-for-profit organization was officially established by me on 30th April, 2003. Thus a 10 year journey began.
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