PERSONALITY PROFILE Interview and Text by Anthony Lam William E. Heinecke Chairman & CEO, Minor Group of Companies “You’ve got to have the passion.” In 1967, an American youngster with a secondary school education, a blank CV, and lean financial resources walked into a lawyer’s office in Bangkok. He handed over the equivalent of US$1,000 and signed the necessary papers to incorporate two companies, Inter-Asian Enterprise and Inter-Asian Publicity. While the names sounded impressive, their assets were meager. After spending the bulk of the US$1,200 he had borrowed from a moneylender on the company registrations, what little remained was spent on plastic buckets and floor mops for his new cleaning business along with a few minutes of air time on a local radio station. There was nothing too glamorous about cleaning offices and writing simple advertisements for local businesses, but it was a start. Bill Heinecke had taken his first faltering step into the world of commerce and entrepreneurship. 20 <strong>ASIA</strong> <strong>PACIFIC</strong> BUSINESS JET FLEET REPORT YEAR <strong>EN</strong>D 2014
As Bill Heinecke himself and Jonathan Marsh have said in The Entrepreneur, “Thirty-five years later, that teenager has turned 53 and sits on top of a expansive business empire. He has become the most successful foreign businessman in Thailand and perhaps one of the smartest expatriate entrepreneurs in the whole of Southeast Asia. Heinecke has persuaded the spice-loving Thais to eat pizza; he has built luxury hotels and shopping malls where others feared to tread; he has spotted trends and opportunities where competitors saw only red ink and dead ends. Scattered over the country is a chain of more than a hundred pizza restaurants, two ice cream franchises, steak, restaurants, and a host of manufacturing and licensing operations that include the world’s largest golf glove factory, Esprit fashion, Sheaffer pens, cosmetics, and a company that provides catering to offshore oil rigs. He is chief executive and major shareholder of three publicly listed companies - The Minor Food Group, Royal Garden Resorts, and the Minor Corporation - that employ more than 12,000 people. Forbes has named it one of the best 300 small companies in the world - and for a time it was the only Thai company to be nominated.” William E. Heinecke with Jonathan Marsh (1-2). These days the mop and bucket business have disappeared. As a passionate aviator, Heinecke flies himself around Thailand in his Piper Malibu. Being no stranger to aviation or private aircraft, Heinecke has owned and piloted a Grumman Lynx, Mooney, Bonanza, and a Piper Mirage, among others. “Flying really came from an extension of my businesses,” said Heinecke. “At the time, to travel to and from the location of my business required 8 hours of driving time - it was either that, or a 35-minute flight, so I had a big incentive to learn how to fly,” Heinecke continued. Over the years, Heinecke pursued flying and upgraded his fleet of aircraft as his mission requirements and experience grew. Minor Aviation was then founded, becoming the Mjets we know today. As an entrepreneur with an adventurous spirit, when Heinecke wasn’t busy closing the next multi-million dollar deal, he could be found diving, racing vintage cars, skiing, and free falling out of an aircraft. “I did a little bit of everything. I flew from London to Bangkok in my Bonanza, and then in my Piper Malibu I flew from Florida to Bangkok. Today, our fleet of jets consist of the Bravo for EMS operations, CJ-3 for short haul flights, Citation X, and a Gulfstream V, all owned by M<strong>Jet</strong>s,” recounted Heinecke. Beyond that, Heinecke’s other businesses own and operate six aircraft in the Maldives, many of them Dehavilland Twin Otters, as well as numerous Cessna Caravans in Africa for their hotels. “Aviation is an important part of all of our businesses, it is in fact a critical aspect. There is no doubt that the fastest growing businesses use business aircraft, and that is no coincidence,” said Heinecke. Many have correlated Heinecke’s success for business to his passion for adventure, and more specifically risk taking. “I may have an adventurous spirit, but I don’t think I’m necessarily a risk taker,” explained Heinecke. Heinecke feels that training well, preparing well, and never going into something that may endanger oneself are the ingredients to success. “The key is preparation - the more prepared you are, the more luck will be on your side,” Heinecke continued. “Always invest in the best aircraft you can afford, and don’t skip on maintenance,” said Heinecke, who had learned of this lesson after an unfortunate incident where the cause was attributed to maintenance. “Above all, plan your journey carefully, remain cool and calm at all times. Keeping a cool head and reacting well to crisis situations comes from training. The more prepared you are and the harder you work, the luckier you’ll get,” reflected Heinecke, who continued, “In the end you’ve got to have the passion - because when you do, nothing can stop you.” <strong>ASIA</strong> <strong>PACIFIC</strong> BUSINESS JET FLEET REPORT YEAR <strong>EN</strong>D 2014 21