self declared CEO and founder. His dreams become the concept, the concept way of life and the way of life matured into reality of sailjoohee dot com. He declared himself a CEO and is to be blamed if this all sinks in the middle of the ocean – real or figurative alike. He is (multi)instrumental (up to four instruments at one go as shown on the figure) to the growing success of the company. His previous business achievements were founding and bankrupting a 5 million dollar hi-tech start up in Cambridge, UK, co-establishing a bicycle spare part company with annual growth of 200% (before bankrupting it that is) and door to door sale of water filters with three filters actually sold. He also holds a PhD degree from the Cambridge University, UK which is totally useless for this company anyway... just wanted to mention it.