KRUIZ, Santa Cruz Mountains Network Manager

Kyiakhalid Ruiz, MBA
Network Manager, Santa Cruz Mountains Stewardship Network

”Change happens at the speed of trust” 1
Key Challenges for Large, Landscape-Level
Stewardship Efforts 2
Obvious Challenges to Innovative Partnerships 2

Notable Lack of Diversity 2

“The single biggest problem in communication is the
illusion that it has taken place.” 2
The Most Powerful Tool in Business 2

We, not me 3
“When the best leader work is done the people say,
‘We did it ourselves.’” 3
Leaders Put Their Teams in Positions to Succeed 3

How May I Assist You Today? 4
Terrestrial Harmony 4

Unique Skills That I Bring to the Network 4
Relationship to the Region 4

Science is life, Life is Science 4

Respect for the Contributions of Many Peoples 4

Social Entrepreneurship 5

“Arara da Mata”: Parrot of the Forest 5

Real Estate Expertise 5

Education is Necessary to Re-Invent our Status Quo 6

The Entrepreneurship that Academics Study 6

Primary Challenges to Becoming an Effective
Network Manager 6
Exhibits 7
Arara da Mata”, Social Entrepreneurship large,
Landscape-Level Reforestation in Brazil 7
Attributions 30
Social Entrepreneur, Educator
Table of Contents

!2
”Change happens at the speed of trust”
Key Challenges for Large, Landscape-Level Stewardship Efforts
Obvious Challenges to Innovative Partnerships
According to the summary report from the
workshop, several challenges threaten the success of any
innovative approach to land conservation and stewardship
that redefines the status quo. Among those identified
include obvious difficulties inherent in bringing together
multiple stakeholders: aligning internal constituencies,
time horizons, agendas and motivations, withstanding
the inevitable rotation of decision-makers, uncertain future
budgets, and attempting to engage the essential buy-in of
federal, state and local agencies.

Notable Lack of Diversity
An unacknowledged challenge to any collaboration
is the lack of diversity among the stakeholders. Any
revolutionary venture requires revolutionary ideas and
perspectives, and those may need to come from parties
outside of our implicit biases (especially the ones that tell
us we can only work with people that look like us or
think similar thoughts.) (see “Rebuttal”, page 3 for
thoughts on prejudging potential allies prematurely.) 
“The single biggest problem in communication is the illusion that it has taken place.”
The Most Powerful Tool in Business
Transparent communication preserves the precious
resources of time, money and energy. Communication is
often underrated. It is taken for granted that the words
said are the words heard or that the message sent in
correspondence is the message received. Effective
communication requires patience, perseverance, and
confirmation.

Additionally, the atmosphere of trust needs to be
established and nurtured among the stakeholders so they
feel comfortable and empowered to ask the critical
questions that help clarify the message being
communicated.

Technology is great for facilitating communication,
especially with the 21st Century tools at our disposal.

Kyiakhalid Ruiz, MBA Network Manager Santa Cruz Mountains Stewardship Network
George
Bernard
Shaw
“CHANGE HAPPENS AT THE SPEED OF TRUST” Workshop Participant

!3
We, not me
“When the best leader work is done the people say, ‘We did it ourselves.’”
Leaders Put Their Teams in Positions to Succeed
Effective leaders take the time to understand the strengths of their
teammates and the areas where their teammates need to grow. Leaders can
then put the team into challenging, but achievable positions to win and
constantly stand prepared to offer support, advice and mentorship.

The articles (The Most Impactful Leaders You’ve Never Heard Of and
Five Steps to Building an Effective Impact Network) emphasize several key
points of similarity among effective Network Entrepreneurs. Essentially, the
points are deliberately counterintuitive to those who have been trained in the
traditional behavior of business organizations. The ideals of the “leader” putting
themselves aside and serving the group, trusting the group to their own
consensus versus trying to control them, stressing the mission-first nature of the
collaboration over the promotion of any particular organization among others are
designed to strengthen the network and enhance the impact of the collaboration.

The second of the two articles continued on this theme, giving us 5 easy
C’s to build an effective network. Personally, I had a couple of issues with the
article, one of which is addressed in the “Rebuttal” (see inset.)

The other is that an enduring trust can be quickly established. The initial
confidence might come soon after introductions, but I believe enduring trust
requires examples of repeated reinforcement to confirm.

WE, NOT ME
Rebuttal
“Convene the Right People” is
troublesome because it
reinforces our inherent biases of
“right” before we invite our
participants. I think it’s better to
invite all the participants,
especially the ones we don’t
think will be fruitful. Then, let the
participants self-select
themselves out of the
partnership. The only way to
ensure that the network is getting
the strongest ideas is to include
everyone possible.

Also, we gain the trust of all the
parties involved because our
obvious impartiality puts the
needs of the cause above our
own preferences.
Lao Tzu

!4
How May I Assist You Today?
Terrestrial Harmony
Growing up in the socially-progressive Bay Area as a child of Native American ancestry, I was raised to respect the
land. The Earth doesn’t belong to us, it is merely a responsibility we inherit from our parents. Our family made frequent
trips to hike and camp in many of California’s regional, State and National parks, notably to Redwood Regional Park and
the Lake Chabot campground near our house in East Oakland. In 1988, to escape the increasing violence of the inner city,
our family moved to Monterey and I passed my high school years basking in the natural splendor of the Monterey Bay area.

Unique Skills That I Bring to the Network 
Relationship to the Region
I was fortunate to attend the UC Santa Cruz in my
Bachelor degree pursuit for two reasons: for its beautiful
confluence of ocean, forests and mountains and for the
strength of its world-class research curriculum.

I lived in Santa Cruz for 7 years before and during
my undergraduate career. A particular joy during those
years was walking my puppy on the beach twice a day,
before and after classes. I miss the beauty the region and
the environmentally-conscious citizenry.

Science is life, Life is Science
I followed my passion for plants as a Biology major
(Plant Sciences emphasis). Even though I later switched
my major, the rigorous scientific method has stayed with
me: hypothesis development, repeatable
experimentation and observation, comprehensive note-
taking, data analysis, and publishing the results for peer-
review.

Respect for the Contributions of Many Peoples
I switched my major to American Studies in order to
study the formation of America from the perspective of
the various underrepresented peoples. The strength of
our country is a reflection of the multiple contributions and
sacrifices of these communities. This study increased my
cultural sensitivity and it enables me to work with
members of our increasingly global teams.

Another benefit gained from this “soft science”
major: the abilities to read and comprehend difficult texts
and to write comprehensive summary reports that
succinctly transform complex topics into “people-
speak”.

HOW MAY I ASSIST YOU TODAY?

!5
Social Entrepreneurship
After creating and managing two successful
entrepreneurial ventures, I stepped away to become my
mother’s full-time caregiver during her battle with breast
cancer. After three years, she finally succumbed and I
returned to school to obtain my MBA degree.

I chose Hult International Business School (receiving the
“Entrepreneurial Impact Scholarship”) for three reasons:

• the full-time one-year MBA program that minimizes my
absence from the workforce,

• their innovative curriculum that emphasizes the “soft
skills” necessary for business,

• their year-long course, Hult Impact Challenge, where I
could study “Social Entrepreneurship” and create a
viable globally-beneficial business venture.

“Arara da Mata”: Parrot of the Forest
The topic our team chose to address was large,
landscape-level reforestation in Brazil. (see Exhibit:
“Arara da Mata”) Arara da Mata was a graduate school
research project that was founded like a real company.
Our team of financial wizards, environmental scientists,
and real estate professionals created a blueprint for large,
landscape-level reforestation in Brazil that leverages the
recent changes in Brazilian law to create a partnership
between the government and sugarcane producers,
preserve sugarcane producer profits and reverse centuries
of deforestation and land-misuse.
A true win-win for business and the environment.
Real Estate Expertise
In order to better manage my family’s residential real
estate portfolio, I obtained an AA degree in Real Estate
from Merritt College and the Real Estate Broker’s license
from the California Department of Real Estate. As a Real
Estate consultant, I understand the financial motivations
affecting the landowner’s decisions and how to
maneuver the complex regulatory morass of California
Real Estate.

As a Property Manager, I have established a mutual
trust and communication channel to keep in constant
contact with my tenants. Because they know they can
come to me anytime for any reason, they respect my
commitment to providing quality housing at reasonable
market rents. To maintain the properties, I have built a
network of maintenance contractors. I take a proactive
approach to maintenance and whenever I need to have
work done I obtain multiple estimates of the work and
develop a scope-of-work that specifies the requirements
of the project within the agreed upon budget. Property
Management is the art of managing details and budgets,
keeping all the stakeholders contented, nurturing trust
and communication and being flexible enough to “expect
the unexpected.” 

!6
Education is Necessary to Re-Invent our Status Quo
With my recent Masters degree I am currently preparing to teach part-time Business classes (Introduction to Business
and Entrepreneurship) to the next generations. As a Faculty Diversity Internship Program (FDIP) Participant at the Peralta
Community College District, I partner with a teaching mentor to develop innovative syllabuses and lesson plans designed
to optimize student potential.

What is great about part-time teaching is that I can schedule my classes (nights, weekends and online) around my
work schedule as Network Manager for the Santa Cruz Mountains Stewardship Network.

The Entrepreneurship that Academics Study
The unorthodox challenge of large, landscape-level stewardship requires unorthodox personnel who bring fresh
ideas, fresh perspectives, and the entrepreneurial ability to solve complex problems without the panacea of money. My
15 years of successful entrepreneurship have given me the capability to understand the various sides of issues in order to
make informed decisions.

Primary Challenges to Becoming an
Effective Network Manager
Obstacles to my becoming an eﬀective Network
Manager…

1. Not getting the job.

2. Lack of Network and/or administrative support.

3. Change in the Memorandum Agreement that removes
the Network Manager position.

4. Budgetary constraints that require the reduction of the
Network Manager position.

5. “Scope Creep” that increases the requirements of the
position beyond what is possible without the proportional
extensions of time, budget and energy. 
Us !

!7
Exhibits
Arara da Mata”, Social Entrepreneurship large, Landscape-Level Reforestation in Brazil
EXHIBITS
Arara da Mata, L3C Parrot of the Forest
Providing a Solution for Brazilian Farmers
to Adhere to Recent Land Use Regulation
Arara da Mâta, L3C Parrot of the Forest
The Win-Win Solution for Brazilian Farmers
and the Mata Atlântica Wildlife Ecosystem
Watch the Investor Pitch video!

!8
Inspiration: Sebastião Salgado Influential photographer & UNICEF Goodwill Ambassador
“Arara da Mata”, Social Entrepreneurship large, Landscape-Level Reforestation in Brazil (cont’d)

!9
Salgado Private Reserve (2001) Former Cattle Ranch

!10
Salgado Private Reserve (2013) TWO MILLION+ trees in 10 years!

!11
Past
Mâta Atlantica region. Once 2X size of France,
now 7% original size due to rampant deforestation.
Present
Brazil’s government intervention to reverse past damage
creates our opportunity.
Future
Off-site leasing area for farmers provides value.
Deforestation, wildlife habitat,...

!12
Ecosystem of Brazil Legal Reserve Areas
Forestry Code 12.651
Established by
Federal Law No. 12.651
Enacted on May 25, 2012
Mâta Atlantica
20% reforestation rate

!13
Market Potential Legal Preservation Deficit
hectares of sugarcane plantations (1 hectare = 2.47 acres)
7,032,000 hectares in Mata Atlantica
4,515,000 hectares in São Paolo State
904,000 hectares designated for reforestation
586,000 hectares available for reforestation
316,000 hectares in existing legal reserves
Source: Site NovaCana.com and Conab - Companhia Nacional de Abastecimento

!14
Competitive Analysis Sugarcane Producer’s Alternatives to Forestry Code 12.651
Alternatives
Costs
Consequences
Buy nearby offsite
land to reforest
$13,000/hectare
(land prime for sugarcane)
➡ Cost of
reforestation
➡ Heavy Maintenance
required
➡ Deviation from core
competency
(sugarcane production)
➡ Capital Expense on
Balance Sheet
Existing sugarcane plantation
Nearby land, prime for sugarcane

!15
Alternatives
Costs
Consequences
Reforest existing
sugarcane
plantations
$2,200/hectare
➡ Loss of revenue
from smaller
crop production
and yield
➡ Capital
Expense on
Balance Sheet
Existing sugarcane plantation

!16
Alternatives
Costs
Consequences
Do nothing
$0
Sanctions from
breaking the law
including…
➡ No access to capital
➡ Blacklisted by the
government
➡ Penalties on how
land is titled,
transferred and
ﬁnanced.

!17
Alternatives
Costs
Consequences
Buy offsite land
to reforest
$13,000/hectare
➡ Cost of
reforestation
➡ Heavy Maintenance
required
➡ Deviation from core
competency
(sugarcane production)
Reforest sugarcane
plantations
$2,200/hectare
➡ Loss of revenue
from smaller
crop production
and yield
Do nothing
$0
Sanctions from
breaking the law
including…
➡ No access to
capital
➡ Blacklisted by
the government
➡ Inability to will
land to family
Arara da Mata, L3C
$150/hectare
➡ Meeting legal
requirements
➡ No maintenance
required
➡ Cheapest
alternative
➡ No change in
crop production
and yield

!18
Value Proposition Advantages to Sugarcane Producers
* Not including penalties
for legal non-compliance

!19
Financial Forecasting
Year 2015 2016 2017 2018 2019
Land 2,000 hectares 2,000 hectares 2,000 hectares 5,000 hectares 10,000 hectares
Leasing Price
($150/hectare)
$300,000 $300,000 $750,000 $1,500,000
Revenues $300,000 $300,000 $750,000 $1,500,000
SG&A $200,000 $200,000 $300,000 $400,000
Proﬁt before Taxes $100,000 $100,000 $450,000 $1,100,000
Taxes $6,000 $6,000 $15,000 $30,000
Net Income $94,000 $94,000 $435,000 $1,070,000
Investment -$3,830,000 $0 -$5,745,000 -$9,575,000 $0
Land -$3,400,00 $5,100,000 $8,500,000
Supplies -$400,000 $600,000 $1,000,000
Legal Setup -$30,000 $45,000 $75,000
Cash Flow -$3,830,000 $94,000 -$5,651,000 -$9,140,000 $1,070,000

!20
Sources of Capital Funding Options
Phase 3
● Implement Eco-tourism Sustainability Resort
● Initiate Carbon Credit Management Program
● Awareness Campaign (ex. produce documentary to
increase consciousness & attract more donors,...)
Phase 1
● Targeting 2,000 hectares @ $1,000-2,000/hectare.
● Need $3.8M
Mix of investors and grants from Global NGOs (WWF,
Gordon & Betty Moore Foundation,...), local NGOs
(Biophilia Foundation, BVRio,...) & government grants.
Phase 2
● Sell Green Bonds to finance future growth.

!21
Web/App Platform
• Create landing page
• Land mass
calculator
• Calendar/schedule
tracking crop cycle
Marketing Mix Positioning Arara da Mata, L3C as a service to the Marketplace
Marketplace
Product
Company as Service
• Lease land
• Flexible payment
options
Motivate Marketplace
Regional ofﬁces/volunteers/students/interns
Testimonials → Have sugarcane producers
speak with us
1
2
3
Service

!22
Go to Market Strategy Near-Term (2015-2016)
2015 (Summer/Fall)
Awareness Campaign
• Rollout webpage
www.araradamata.com
• Add Land Mass Calculator
& other metrics
Fundraising
• Roadshows
• Crowdsourcing
• Grant Proposals
2015 (Winter)
Found Company
• Establish HQ in Bay Area
• Set-up local sales office to
educate/recruit farmers
about land fulfillment
solution
2016 (Early)
Acquire land
• Work with local agent to
secure initial plot
• Set-up base-camp
• Obtain tools
• Source materials
• Contract local laborers

!23
2016 (mid)
Hypothesis Testing
• Validate with trial-run
of 5-6 sugarcane
producers (perhaps
smaller producers)
2016-2017
Quantify Performance Metrics
• Reforest rate
• Wildlife return
• Erosion control
• Revenue retention
2017
Grow Client Base
• Have Trial-run producers
testify their Arara da Mâta
experiences at major
convention
Go to Market Strategy Near-Term (2016-2017)

!24
Erosion Control
Is erosion being controlled/reversed?
Aquifer Levels
Are underground aquifers maintaining their water levels?
Growing?
Wildlife Habitat Preservation
Are native animal species returning?
Indirect Beneﬁciaries Key Social Impact Metrics on Land Use

!25
Summary: Arara da Mata, L3C Parrot of the Forest
Opportunity
Brazil’s government intervention to reverse past damage
creates our opportunity. Mâta Atlantica region. Once 2X size
of France, now 7% original size due to rampant deforestation.
Value Creation Solution
Off-site leasing area for farmers provides value. It’s cheaper
for them to outsource to us than to do it themselves. Plus, it
allows them to focus on their core competencies (farming/
ranching.)
Social Environmental Impact
Forest rejuvenation, wildlife habitat preservation, benefits to
land erosion & water resource maintenance.

!26
Meet your team…

!27
Kyiakhalid Ruiz, MBA (USA)
Real Estate Consultant,
Media Advisor, Entrepreneur
Rachel Varghese, MBA (USA)
Financial Analyst
Fabio Pehlo, MBA (Brazil)
Financial Controller, Credit Analyst
Oil & Energy
Nupur Singh, MBA (India)
Business Development Associate
Amy Lin, MBA (Taiwan)
Project Management,
Supply Chain, Research & Analysis
Fahad Garba, MBA (Nigeria)
Writer, Clean Water Advocate

!28
Fahad Amy Fabio Rachel Kyiakhalid
Marina Campos, PhD
Andes-Amazon Program Ofﬁcer
Gordon and Betty Moore Foundation
She’s worked with Brazil’s
government to implement climate
change legislation
Leonardo Fleck, PhD
Andes-Amazon Program Ofﬁcer
Gordon and Betty Moore Foundation
Leonardo is a Conservation
Economy expert who works with
the Climate and Land Use Alliance
Carlos Arantes
Brazil-based Environmental
lawyer specializing in the new
Brazilian Florestal Code
Nupur

!29
www.araradamata.com/donate

!30
Attributions
ATTRIBUTIONS
Arara da Mata, L3C
LinkedIn
(twoGiraffe) Santa
Cruz Mountains
Purisima Creek
Redwood Preserve
Santa Cruz Mountain Sunset
(traviswitten.com)
IMG_2990
(santacruzmountainstrails.blogspot
sun
(printablecolouringpages.co.uk)
santa-cruz-mountains
(shop.madeinsantacruz.com)
Main-Map-
e1360259228250
(www.everyvine.com)
Kyiakhalid.com, Portfolio
"Arara da Mata"
pretty-blue-
ﬂower-
wallpaper-1

KRUIZ, Santa Cruz Mountains Network Manager

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