June 2009 by edlyn

MASIGASIG PUBLISHED BY GLOBE BUSINESS FOR SMEs

VOLUME

•

ISSUE

SIBLING SUCCESS The DYTIANS ﬁnd fulﬁllment in the food business

SHERYN REGIS hits the right notes with Blends Fashion House

CELEBRATING

CEBU KENNETH COBONPUE

leads the pack of successful designers and entrepreneurs in the Queen City of the South

JUNE

2009

MASIGASIG Table of CONTENTS

15 COVER:

KENNETH COBONPUE Proof that Pinoys have world-class talent

CELEBRITY RAKETS Sheryn Regis is a stylish songstress

HOT NEGOSYO

BATANG NEGOSYANTE

Designers Dianne Espera and Mary Ty believe that fashion designing is never a fad

John, Derek, and Lorraine Dytian show that family + food + business = success

IN EVERY ISSUE

STAFF

5High Tech 8Helpline 10Hot Spots 19Global ang Dating 25Round Up 26Franchising 101 Leslie G. Lee Mari-An C. Santos Sunshine Selga-Funa Camille Besinga Aimee Morales Dino de Ocampo

Editor in Chief Associate Editor Managing Editor Asst. Managing Editor Copy Editor Art Director

Iza Santos Angel Constantino Gay Ace Domingo Samantha Echavez Jemps Gallegos Heidi R. Pascual Bubbles Salvador Katrina Tan Timothy Panganiban

Writers

Mark Ches Ang Vincent Coscolluela Dakila Angeles

Photographers

Archie Tolentino Yen Uy

Makeup Artists

Jaclyn L. Chua

Editorial Consultant

Junn delas Alas Dondi Limgenco

Project Managers

EDITOR’S NOTE

s a tourist, I’ve always been fascinated with Cebu. The first time I visited the Queen City of the South, I was immediately charmed by its laidback yet vibrant atmosphere. The people were so welcoming and hospitable, the food was undeniably palate-pleasing, and the entire city landscape is a fusion of Old-World quaintness and modern architecture. This time, I am awed by the immense pool of talent and entrepreneurship in this “city of contrasts” as I call it. Our cover this month, Kenneth Cobonpue, remains deeply devoted to his Cebuano roots while wowing the international audience with his creative designs. Two up-and-coming designers, Dianne Espera of SEPA Accessories and Mary Ty of Very Mary, show us how they are able to seamlessly mix past and present in their fashion and turn creativity into a profitable venture. Lord Maturan, meanwhile, is another Cebuano fashion designer who sports an entrepreneurial streak (check out his story, as well as Dianne’s and Mary’s, in our Hot Negosyo section on page 12). Since we’re on the subject of entrepreneurs, I have to mention the Dytian siblings-John, Derek, and Lorraine-who are well-known restaurateurs with Kaffee Alde, Creative Cuisine, Big Mao, and Chikaan Sa Cebu. Their story is truly inspiring, as they are proof that sibling synergy takes precedence over sibling squabbles. And if you would like to take a short trip outside the city to further explore the beauty of Cebu island, we suggest you head to Carcar (our featured Hotspots this issue). Not only will you find plenty of things to see, eat, and do, but you’ll also be amazed at the diversity of business opportunities available in this small yet bustling town. Cheers to Cebu!

Globe Advisory Team Ailene Averion, Aldwin Co, Cielo Javier-Sonza, Alain Sebastian, Michelle Perlas, Barby Coronel

Leslie G. Lee Editor-in-Chief

ma•si•ga•sig – determined, persistent or motivated, with a strong sense of direction in terms of goals to be achieved.

Call the Globe Business Hotline at 730-1288 for inquiries on Globe products and services, or visit any Globe Business Center or Globelines Payments and Services Center. ●

For inquiries, comments or suggestions on Masigasig magazine, e-mail sme@globetel.com.ph or visit http://globe.com.ph/business. ●

A special publication made by Summit Media for Globe Telecom. For special publication inquiries, please call 451-8888.

ASKED & ANSWERED

HOME-BASED BUSINESS WANTS TO EXPAND DISTRIBUTION

M of TT O th ER N e TH

Best regards, DALAREICH P. POLOT dalareich@bohol.asia www.boholbiz.com/dalareich_tableya DALAREICH TABLEYA Booy District, Tagbilaran City, Bohol The next step for manufacturing businesses is to go into distribution.

know what you think about it—we are always appreciative of any feedback.

Dear Masigasig, I’m avid reader of Masigasig—it’s really a great business magazine about different young businessmen and women! But sometimes I can’t read your magazine because, “ubos na sa Globe center nyo.” It’s okay that you have a new edition every month—pwede ba kayo maka padala through snail mail na lang? Thank you and more power.

Thank you as well!

DENNIS UROT denns77@yahoo.com

Best, LESLIE Editor-in-Chief

Do you have any questions about your business that you think Masigasig can answer? Write to us and be our next letter sender of the month! Include your full name, name of business, contact number and e-mail address. The chosen letter sender will win premium Globe items! The winner will be notiﬁed via e-mail and will receive a call from Masigasig. 4 • JUNE 2009 • GLOBE MASIGASIG

Dear Renee, Congrats on your business venture. What we suggest is to make your presence in the Internet felt, as the Internet is one of the strongest marketing tools available nowadays. Set up a Facebook, Multiply, or Twitter account, to increase awareness about your products and services even if you’re not based in Metro Manila anymore. And to ensure the proﬁtability of your investment, review your business plan and reassess your goals. Good luck!

MONTHLY HUNT FOR MASIGASIG

Thank you! More power and God bless!

Dear Dalareich, You’re in luck—our upcoming July issue will cover distribution basics for manufacturing businesses in the Helpline section. Please refer to it once the issue hits Globe Business Centers nationwide in July. We will have more in-depth tips on how to expand your manufacturing business into distribution so keep an eye out for it. Do let us

Dear Masigasig, I want to generate more connections, so I can promote our products, services, etc. Now that I’m based outside Metro Manila, please help me on how to make my investment proﬁtable. I believe Masigasig can help me. RENEE RAGUDO 09178116696 renee_ragudo@yahoo.com

PHOTO BY HEIDI PASCUAL

Hi Masigasig! I know about your magazine here in auza. net ofﬁce here in Bohol and I read your last November issue. My family has a homebased tablea manufacturing business here in Bohol. We supply tableas or chocolates in supermarkets only here in Bohol. Can you help us distribute our products there in Cebu or Manila? We’ve got many orders there in Manila such as chocolate companies but we have some problems in the courier. We would like to ask for suggestions and advices for the progress of our business. since we are new in the business world. This business is already registered by DTI and BFAD. We are hoping for your reply.

LOOKING FOR CONNECTIONS

Dear Dennis, Thank you

for always patronizing Masigasig. Please just patiently wait for new issues to be available in Globe Business Centers in your area. We suggest that you visit Globe Business Centers every ﬁrst and second weeks of the month, as that is when we release the newest issues.

HIGH TECH

CloseWatch Keep an eye on your business from wherever and whenever you are with Globe’s WebEye. B Y

B U B B L E S

S A LVA D O R

id you ever think that one day it would be possible to monitor your business without a hitch even when you’re outside the office? Modern technology, particularly from Globe Telecom, makes this doable. With its unique service called WebEye, you can now view your office or store from anywhere at anytime. WebEye is a remote business web-based solution that allows you to view your business in the Philippines wherever you are, through the Internet. This makes it easier for entrepreneurs to handle these common problems: Common Problem 1 LIMITED SECURITY PROVIDED BY CCTV SYSTEM OR A SIMPLE WEB CAMERA With a standard CCTV system or a simple web camera, a business owner would have to be at a specific location to view security footage. With WebEye, even if you’re outside your store premises, you can still access this data. You just log on to a specific website, type in your username and password, and you can already view your business operations remotely. All you need is an Internet-enabled computer or area. Common Problem 2 INABILITY OF THE BUSINESS OWNER TO MONITOR SEVERAL STORE LOCATIONS ALL AT THE SAME TIME WebEye enables an entrepreneur to monitor business operations without having to be physically present in his store. If he has more than one store, he won’t have to waste time travelling to these different locations. A business owner can now monitor multiple sites simultaneously at the comfort of his own office. Consequently, he can spend more time attending to other important matters. Common Problem 3 UNAUTHORIZED VIEWING OF SECURITY TAPES AND FOOTAGES To protect the business’ video footage, a user name and password is assigned to the authorized user of the service. Without these, one cannot access the WebEye service. Common Problem 4 UNCLEAR IMAGES PROVIDED BY OTHER SECURITY SYSTEMS WebEye captures high resolution images. The business owner has the option to record and save these data in the computer’s hard disk or in

PICK OF THE MONTH “Globe WebEye allows businesses and entrepreneurs to be more efﬁcient, given the many tasks they have to attend to. Globe WebEye is a great way for entrepreneurs to keep an eye on their businesses even if they are not physically present in the store or ofﬁce. This will give them the peace of mind and assurance that they can keep tabs on their business from anywhere at anytime.”

MARIDOL YLANAN,

Head-Corporate & SME Segments, Globe Business

For more inquiries on the Globe WebEye, visit http://globe.com.ph/business or call (632) 730-1288.

a dedicated on-site digital video recorder (DVR), which may be availed of together with the package.

HOW IT WORKS

WebEye works in 4 simple steps: Images at the location are captured and digitized by the IP (Internet Protocol) Camera.

1 2 3 4

Images are sent via Globe Broadband’s access to the Internet.

Images are viewed from any web browser.

Video footages can be recorded and saved either via the computer’s hard disk or a dedicated on-site digital video recorder or DVR (optional with the package).

HOW TO AVAIL OF WEBEYE

To avail of WebEye, you will need: an existing or new Globe Broadband subscription, an IP Camera, a router or hub, and a digital video recorder (optional). Interested business owners only have to go the nearest Globe business center or contact Globe’s account managers at (632) 730-1288 who will receive and process their application. Packages are as follows:

Subscription Mode Outright Purchase

Wired Camera

Wireless Camera

4,500

8,500

for 12 months Lease to Own (monthly)

490

930

Biz Bundle

Monthly Service Fee

Download Speed

Plan 384 Kbps

995

382 Kbps

Plan 1 Mbps

1,295

1 Mbps

Plan 3 Mbps

2,295

3 Mbps

Plan 5 Mbps

3,295

5 Mbps JUNE 2009 • GLOBE MASIGASIG • 5

Blending a Business CELEBRITY RAKETS

SHERYN REGIS belts out a different tune this time—one about designer dresses, Cebu slippers, and affordable accessories! B Y I Z A S A N TO S • P H OTO S B Y DA K I L A A N G E L E S

LENDS FASHION HOUSE is SHERYN MAE REGISECHIVERRI’s first shot at business. The 30-year-old worldrenowned vocal artist who hits notes up to the 6 th octave is admittedly inexperienced in the ropes of fashion merchandise—more so, in managing a full-blown boutique. Yet, she steps into a new contest arena, bringing encouragements from previous triumphs, the family’s unflagging support, and sweet memories from her hometown of Carcar, Cebu.

SHERYN REGIS: “Think of the consumers’ needs. This way, you develop loyalty, and that’s when proﬁt kicks in.”

So, to help with the ﬁnances, my mom sold candies and banana-cue. Mahilig si Mama dyan! For my part, I’d pick tambis (macopa) from the backyard and sell them in school. I sold tambis in elementary up ‘til I was in high school at St. Catherine’s College.

CONTACT DETAILS Blends Fashion House Ground Level, Centro Plaza Condominium, Scout Madrinian, Quezon City 0915.8091144

Q: So selling tambis was your ﬁrst taste at business? A: Tambis and guyabano. We’d sell guyabano

at 5 pesos and tambis at 1 peso [each]. Iipunin namin ang sales, tapos ipambibili ng ulam o kaya bigas. With that, I knew, marunong ako sa negosyo. My two younger brothers helped as well. When there were no fruits to sell, kukuha kami sa kapitbahay ng iced candy tapos ibebenta namin ng may patong.

Q: From tambis, now you’re selling dresses and accessories. Is this the kind of business you’ve always wanted? A: Mahilig talaga ako sa dresses, bags, and shoes

since bata pa ako. I grew up borrowing clothes from neighbors so I could have something to wear to amateur singing contests.

Q: How did that desire eventually lead to Blends Fashion House? A: It started with an idea. I went to Cebu in July last year to talk to my gown designer, Harley Ruedas. I sought his advice: “How do I start a boutique? What do I need? Would I survive, o iiyak lang ako? Anong ibebenta ko?” Harley answered with questions of his own: “Nasa heart mo ba ‘yan talaga? Gustong gusto mo ba?” So I told him, “Yes!” I told him I wanted fashion for men and women—hence the name, BLENDS 6 • JUNE 2009 • GLOBE MASIGASIG

FASHION. Plus, I also wanted quality products at affordable prices. Branded pero mura. By September, I told my sister-in-law in Texas about my plans and she sent boxes of clothes for selling! I also ﬂew to the States to buy more items. Ganon ka-bilis! Ganon kase ako, ‘pag may gusto ako, gusto ‘kong kunin agad.

his “Joy For All Seasons” accessories—earrings, bracelets, rings, and necklaces. They have been very kind to me. I get 50 percent of the earnings from accessories and 25 percent from Harley’s collections. Other items from Cebu are blouses, men’s tops, and Carcar’s native tsinelas. Pinaka-mabenta ‘yan! It’s only 150 [a pair]!

Q: Why did you choose to scout in the U.S.? A: Marami kasing sale. ‘Pag nag-sale doon,

Q: How much was your starting capital? A: [Around] 500,000 for boutique

grabe! I’d buy branded clothes, bags, shoes and shirts: XOXO, Nine West, and Kenneth Cole. Ang mga tao kasi sa Pilipinas, mahilig sa branded pero gusto nila mura. Because of these sales, I get branded items which are far cheaper. I sell them at half its market price. Malaking tipid ‘yun for my customers!

construction, rent, merchandise, manpower, and shipping from Cebu, America, and Thailand. My cousin and mom man the boutique themselves. The capital came straight from my savings.

Q: Did all your ﬁrst items come from the States? A: No. Early October [last year], Harley sent his

about it in Cebu. Ang bilis! My ﬁrst customers were those who attended the blessing— relatives, friends from Cebu, neighbors from the condo [ed’s note: Blends Fashion House is located in a residential condominium], friends from showbiz—sila Rachel Anne Go, Frenchie

[new] collections from Cebu. Then, I thought, kung may mga damit, kailangan may mga accessories din. My friend Joy Sison also sent

Q: When did Fashion Blends Boutique ofﬁcially open? A: October 7, two months after I talked to Harley

HAIR & MAKEUP BY YEN UY

Q: How was it like growing up in Carcar? A: We’re not rich, not even in the middle [class].

CELEBRITY RAKETS Dy, and my friends from “Betty La Fea”. ‘Yung mga branded items ang unang naubos.

Q: In your ﬁrst few months of business, did you encounter any problems? A: After one month, sakto lang na pambayad sa renta. Let’s say we earned just 10 percent of the capital.

Q: How did you jump-start proﬁts? A: Bumawi kami through [participation in]

bazaars. Last November, we joined the bazaars at the World Trade Center. Libre ang renta, which was 18,000, dahil celebrity ako. Ex-deal daw. Anyway, malaki ang tinalon ng kita namin because of that. We earned four times the money we earned during the ﬁrst month in just three days at the bazaar. Nag-bazaar nga ulit kami noong April sa World Trade, and the same ulit ang kita! There, I also sold my branded clothes na once or twice ko lang ginamit. Binenta namin sa sobrang babang presyo. Hindi na cluttered ang closet ko, nagka-pera pa ‘ko!

Q: Aside from joining bazaars, how else do you keep operations going? A: We hold sales at up to 50 percent off, usually on special occasions like Christmas, Valentine’s, summer vacation. Promotions also help: I would text friends, send flyers during bazaars, and mention them during my TV guestings. Last October, the boutique was featured on [TV show] “Boy and Kris”.

styles—not too sexy cuts, not too shocking colors, and not too [body] hugging ﬁts. They choose practical pieces like big bags and corporate casual clothing. Some of our items are comfortable for any [body type and] size and are still affordable.

Q: How hands-on are you in the business? A: It’s a family-run business. I am here twice a week on the average. I make sure na nakikita ko kung ano ang nilalagay nila diyan, especially sa mannequins. Ako ang namimili ng damit na dapat ibenta. Sila Mama at asawa ko naman ang nagse-set ng price. Ang asawa ko (Earl Echiverri, cousin of Caloocan City mayor Enrico “Recom” Echiverri) talaga ang sobrang hands-on dito.

Q: In these trying economic times, you still gambled in starting this business. What made you so daring? A: Biggest challenge talaga ito for me. Minsan

walang pumapasok pero kailangan maglabas ng pera. But it’s a choice between giving up or trying and [breaking] even. I choose the latter.

Q: What’s the most important lesson you’ve learned while handling this boutique? A: I learned to take a risk, to sell what I want to sell, and how to boldly go “on sale”.

Q: What is your advice to others who would want to follow your footsteps? A: ‘Wag sila masyadong magmahal ng presyo.

Kasi kahit ako, ayokong bumili ng mahal! You don’t have to think of your gain agad. Think of the consumers’ needs. This way, you develop loyalty, and that’s when proﬁt kicks in. I’m a hypocrite if I say that I don’t want to earn, but not every business is meant for big bucks. You have to be ready to take risks.

Q: Any future plans? A: I want to have a branch in Cebu, and a brand

of bags for Blends Fashion—sarili kong brand at design. Para next bazaar, kung ayaw nila ng branded, meron kaming Fashion Blends na maganda din!

Q: If you weren’t a celeb, what would you be doing and would you still consider going into business? A: “I’ll be teaching, singing, and having a

business at the same time (I’m a licensed teacher and completed a B.S. Secondary Education, Major in English in Cebu Normal University). The business would be the same— RTW, since mahilig talaga ako doon, but simpler and cheaper items.”●

Blends Fashion House sells branded shoes, bags, and clothes at more affordable prices.

Q: Currently, has the boutique totally recouped its capital? A: In the ﬁrst three months, I got back 50 percent. Now, I can safely say na nabawi ko na talaga.

Q: That’s a quick recoup! What do you think is the secret to your business’ swift success? A: My prices. I have items priced as low as 50 (mostly accessories) to 2,000 (gowns and branded clothes). With that, I cater to [different] people—from the artistas to yayas. Of course, being a celebrity also helped.

Q: Who usually comes in and buys from your boutique? A: People from the condo: doctors, executives,

ofﬁce people. They are the ones who buy tamed

SHERYN GOES TECHIE

elecommunications played a big role in speeding operations for Sheryn’s blooming boutique. “I’ve been a Globe user since I was 17. Now, I have [all their products]—wireless landline, Globe cellphones for my whole family, Broadband, and Visibility!” Sheryn shares that using Unlitext has kept her on top of business operations—whether she’s taping in ABS-CBN, or lazing at home in Tandang Sora, Q.C. The speedy Globe Visibility service allows her to facilitate transactions with different contractors, like

her sister-in-law in Texas, USA, in seconds. “Because of all these, my monthly bill dropped! Imagine, dati, lagi akong tumatawag sa America! Now, pwedeng text or e-mail na lang.” Sheryn also keeps track of trends through the net. “Titinitignan ko kung ano ang bago. For [different trends], I gather information on the type of dress, cut, style or color that sells. Updated ako. Nakakahiya kasi kung ‘yun at ‘yun lang palagi ang binebenta mo,” she says. ■ JUNE 2009 • GLOBE MASIGASIG • 7

HELP LINE

Ready Your Business for Recovery A recession is a terrible thing to waste. In the face of adversity, plan for recovery B Y

“The end of the recession is the point when things stop getting worse, but it isn’t the end of the pain,” says Philip Brewer, a software engineer for 25 years and now full-time writer. This recession is different from what we have experienced historically. Too many individuals consumed more than they made; now, their disposable income is forcibly allocated to pay for what they owe. “We can’t get a real recovery until people’s balance sheets have recovered. That means that people need to spend less and pay off debts. Only once that happens are we going to have a recovery worth the name,” Brewer advises. Local business experts believe that while our export and information technology industries are down, the Philippines will recuperate faster than countries that were hit harder. Having learned from the last ﬁnancial crisis, our banks remain stronger than those in the U.S. and dollar remittances did not dip as low as previously feared. So just like when major reconstructive surgery is over and the anesthesia wears off, recovery begins when you start feeling the pain during therapy. So what should entrepreneurs be doing NOW to get ready for next year’s recovery?

STICK AROUND. Susan Pascal Tatum of online marketing ﬁrm Tatum Marketing suggests talking to your customers and prospects about recovery. When do they see it coming? Ask about their plans. If the upturn happens next year, is that when they plan to actually buy or will it just nudge their buying process? This will help you know how much time you have to get ready about stocking up on new inventory and develop and launch new products. “Keep yourself relevant and helpful. Most people are overworked, uncomfortable, and a little anxious. Anything you can do to help make their jobs easier or spark new ideas will be welcome,” advises Tatum. Match your contact style to your clients’ preferences; some may prefer e-mail or text while others would rather 8 • JUNE 2009 • GLOBE MASIGASIG

G A L L E G O S

get a quick phone call. When you maintain your visibility, you stay in touch with your clients and active prospects. When they get into buying mode, you’ll be top of mind. Athena & Clyde, a local online sportswear retail store (athenaandclyde.multiply.com), posts articles from time to time about being fat and ﬁt to pull people to its site. Similarly, Sweet Street, a local home-based baking business, announces its current baking/activities through its Twitter and Facebook proﬁles to “eventually prick their consciousness subliminally.” That way, when someone posts a craving for something similar that Sweet Street bakes, the business owner can suggest an item that may merit a sale.

ENLARGE THE PIE. Expand your income sources—if you used to just manufacture appliances, for example, perhaps you can offer repair services or sell products that complement or enhance your existing line. AsianTech, a local computer hardware distributor, expanded to include service centers to help boost sales. They also launched Red Fox, a more affordable brand competing with the likes of Intel. Remember that “stretch” during these times is usually interpreted as scrimping, when it could also mean stretching your imagination, like adapting to new situations. Take for example Dr. Cecilio Pedro, owner of Aluminum Containers, Inc. (ACI). In the late

Projected national income growth from the last quarter of 2009 to early 2010

*IMAGE FOR ILLUSTRATIVE PURPOSES ONLY • ILLUSTRATION BY ERIC MENDOZA

ccording to the U.S. National Bureau of Economic Research, the present global recession began in December 2007, at the height of economic activity. Ironically, when we start feeling the brunt of it, we’ll be in recovery—the lowest point of economic activity. In fact, a Computer Economics report (IT Spending Forecast for 20092010) calculates that recovery will begin in early 2010.

J E M P S

HELP LINE 1970s, ACI was the main supplier of aluminum toothpaste tubes to Colgate-Palmolive, Procter and Gamble, and Unilever. But in 1985, the companies started using plastic laminated tubes, causing ACI to close shop. But Dr. Pedro realized his old equipment could still be used to make his own toothpaste. Two years later, he reopened the factory as Lamoiyan Corporation, manufacturer of Hapee and Kutitap toothpastes. He continued to innovate by coming out with children’s toothpaste, which took market leaders two years before following suit. While it wasn’t a recession that hit Dr. Pedro, external forces compelled him to shut down, which made him think beyond just making tubes to challenging market leaders.

CUT COSTS WISELY. “Some companies foolishly think that employees and sales materials are ‘expenses’ when they are really multipliers that make the company

more ﬂexible your people are, the better you’ll function with a smaller staff now and a rebuilt staff later.” Invest in promotion, buy more stock, and maybe even hire more staff on a part-time basis.

DO SOME HOUSEKEEPING. People tend to get shufﬂed about or move companies during a recession, so it’s valuable to know whom to contact when things get busy again. Prospect lists and sales databases are difﬁcult to keep tidy, but the effort you pour into it will reap its rewards when crunch time comes. Italianni’s restaurant has made this otherwise tedious task fun via social networking site Multiply. They advertised their “Small Price for a Big Lunch” promo (buy one set promo meal and enjoy a second meal of equal or lesser value free) by having the member type in their details in exchange for a text message to avail of the promo.

TUNE-UP YOUR INTERNAL SYSTEMS. Admit it: your sales and marketing process isn’t exactly foolproof. When the economy gains traction and you haven’t plugged in the holes yet, you’ll be left panicking with a faulty system. Your agents may have been needlessly redoing paperwork to satisfy administrative needs. Meanwhile, your frazzled assistants may have accidentally let documentation that gets the process going fall through the cracks at your customer’s expense That kind of back-end operation does not ﬁt the image of a premier brand you may have taken years to cultivate. Donna Childs, author of Prepare for the Worst, Plan for the Best: Disaster Preparedness and Recovery for Small Businesses, says that by being equipped to handle “high-frequency, low-severity” incidents that aren’t tragic but occur more frequently (power outages, computer crashes, human error), SMEs will be more able to survive the consequences of a recession. “One way to protect against human error is to back up files. So if something is accidentally deleted, you go for the backup,” she said. “Preparing for the everyday disaster gets you ready for the more serious one.”

6 PHOTO BY VINCENT COSCOLLUELA

EXPLORE OTHER CHANNELS. Enlist technology in helping you cut down on marketing costs. SMS, e-mail, maintaining a website, etc. are not only cheap, they can reach a wider variety of people in a limited span of time.

Instead of cutting down the number of staff, cut down on the number of overtime hours instead.

“Some companies...think that employees and sales materials are ‘expenses’ when they are really multipliers that make the company proﬁts.” proﬁts,” says online business entrepreneur Craig A. Roberts. Instead of keeping what increases income, they cut out what produces income. So instead of laying off people, cut down on overtime instead. Computerworld news columnist Frank Hayes recommends “crosstraining everyone to do operations work. Projects are sexy, but operations are essential—and the

So update your contact directory, delete dead accounts, consolidate lists (e-news recipients, those who asked for specific information, seminar or exhibit participants), and organize them in one place. This includes updating your website and making it more attractive to the right people. Look for and repair broken links and replace obsolete content with fresh ones to give people reasons to return to your site.

For instance, aside from just relying on word-of-mouth advertising that restaurants traditionally go for, Fish & Co. restaurant also asserts its presence on the MSN homepage with its Go Fish and Catch a Freebie promo. After a short interactive game, the player gets a keyword to avail of a free dish worth 205 (no other purchase necessary). Another way to boost revenue is through text messaging. It’s easier for SMEs to beneﬁt from the mobile market since their offerings are usually more manageable and can be effortlessly altered to ﬁt new requirements. You can also open an online store and allow for mobile purchases. Aside from bank deposits, Globe’s G-Cash is a safe and popular method of payment. Things may not get better immediately, but with recession come serious chances to gain market share, so gear up for imminent recovery and do more than just stay alive—thrive. ● JUNE 2009 • GLOBE MASIGASIG • 9

HOT SPOTS 1

4 7

A LONG HISTORY

Carcar lies 40 kilometers south of the city, accessible by private cars and public buses ( 70). As we entered the town, I immediately noticed the huge acacia trees that lined the main road, creating a canopy to shade motorists and pedestrians alike. Carcar was originally Kabkad, named after the ferns that grew profusely on the acacia trees that even then were ubiquitous here. The Department of Tourism has identiﬁed Carcar as the “Living Heritage of Cebu”. I immediately felt that sense of history seeing shops that took up spaces in still-intact Spanish-style houses. 10 • JUNE 2009 • GLOBE MASIGASIG

CARCAR

This quaint yet bustling town of CEBU stands proud with its fashionable and ﬁlling products B Y S A M A N T H A EC H AV E Z A N D M A R I - A N C . S A N TO S P H OTO S B Y DA K I L A A N G E L E S

Along the road leading to the Municipal Hall stands a statue of the legendary Leon Kilat—born Pantaleon Villegas in Bacong, Negros Oriental—atop his horse, “Puti”. He valiantly led Cebuano Katipuneros against Spanish forces, but was killed in Carcar in 1898. At the town square, adjacent to each other are the Municipal Hall, the Carcar Museum, Sta. Catalina Church, St. Catherine’s College, and the Upland Elementary School, all encircling the Rizal monument. The Church and convent were built in the late 1800s, according to information from the Mayor’s Ofﬁce, in the “Hispano-Moorish architecture of the classic vintage” style. Just a few meters away, the Balay nga Tisa, built in 1859, is a sprawling ancestral home that takes visitors back in time, with its authentic furniture and household implements. During the Kabkaban Festival, celebrated in November, Carcarons in traditional garb dance in the streets in honor of the feast of their patroness, St. Catherine of Alexandria.

STEPPING OUT AND BEYOND

Since the 17th century, Carcar has been making its mark in shoemaking. If I may venture a comparison, it is to Cebu as Marikina is to Metro Manila. The Shoe Expo is located at the Acacia Grill, to your left just as you enter the Poblacion. There you will find a large shoe that is 3.6 meters high, 2.9 meters wide, and 7.6 meters long. Stalls offer comfortable shoes, boots, sandals for sale at very affordable prices—and vendors are open to haggling! This being their OTOP (One Town, One Product), there are now about 200 shoe manufacturing companies with 1,500 shoemakers in Carcar, providing livelihood to 1,000 households. The footwear industry has become so big that the town supplies shoes to the big malls in Visayas and Mindanao like Gaisano. This is acknowledgment of the top caliber of this identiﬁed OTOP, the only one of its kind in the area, amidst towns that trumpet their foodstuff. The shoemakers have also found a new target market: nursing students from Southwestern University and University

ACKNOWLEDGMENTS: ALPHA VANISSA SADUCAS, MARY GENELYN MACASERO-ARCILLAS; EDDIE, BUENA & KAY GO; MONTANO, TITA & MARK GO; SKY EXPERIENCE ADVENTURE AT CROWN REGENCY HOTEL & TOWERS, OSMEÑA BOULEVARD, CEBU CITY

have been to Cebu several times before, so I made the trip to the Queen City of the South already aware of the usual attractions. Since it was the middle of summer, I knew that there would be many tourists traveling to Cebu on their way to beaches in Mactan, Moalboal, Bantayan, the nearby province of Bohol, to name a few. I looked forward to enjoying lechon, chorizo, otap, rosquillos, and danggit. When various acquaintances in Cebu City suggested I venture just an hour away to a town called Carcar, looking for something different, I decided to take their advice.

1. THE CARCAR MUSEUM collection is housed in an authentic Spanish-style house 2. Friendly manang selling pasalubong at “The Kiosk” 3. Shoes, sandals, slippers—the choices are endless in stalls at the SHOE EXPO at ACACIA GRILL 4. The Giant Shoe measuring 3.6 by 2.9 by 7.6 meters, fashioned by Carcar shoemakers 5. One of the stalls selling pasalubong snacks ampao and bucarillo 6. Crispy chicharon are bestsellers any time, any season 7. The STA. CATALINA CHURCH was designed in the Hispano-Moorish architecture 8. Built in 1859, the BALAY NGA TISA is in pristine condition

HOT SPOTS 5

A QUICK GLANCE @ CARCAR

OTOP: Shoes and sandals RAW MATERIALS: Bamboo, clay TOP INDUSTRIES: Footwear and shoe manufacturing industries

EMERGING INDUSTRY: Edible pasalubong-making such as ampao, bucarillo, and chicharon HOW TO GET TO CARCAR: Ask a friend or relative to drive you, as Carcar is only 40 kms south of Cebu City. Public buses, meanwhile, cost 70 per trip.

of Cebu who get their comfortable shoes from this historical town. One of the most prosperous footwear manufacturing companies is Detasie Shoes. The factory was established in 1985. Owner Mercedita Apura is proud of her products that are export-quality and affordable—you can get a decent pair for under 500. Detasie’s shoes, like other manufactured shoes in Carcar, are made out of indigenous materials like leather, ensuring longevity and durability. And while the shoe-making industry is always competitive, Apura who is part of the Carcar United Footwear Manufacturers’ Association (CUFMAI), remains optimistic. Efforts have been made by the CUFMAI, as well as the Department of Trade and Industry and Department of Tourism, to keep

CONTACT DETAILS DTI-CEBU MS. NELIA V. FLORES NAVARRO Provincial Director 3/F, LDM Bldg., Corner M.J. Cuenco Avenue & Legaspi Streets, Cebu City E-mail: dticebu@dti,cvis.net.ph Website: www.dticebu.net.ph HON. MARIO PATRICIO P. BARCENAS MAYOR Carcar, Cebu VALENTIN A. GAMUTAN JR. Municipal Planning & Development Ofﬁce Carcar, Cebu DETASIE SHOES MERCEDITA APURA Carcar, Cebu (032) 4879080

the footwear industry alive. Just recently, a familiarization tour was held at Carcar, which enabled the tour guides and tourists to get a more intimate look at this industry. At the Shoe Expo, foreign tourists, particularly Europeans, enjoyed watching the shoemakers in action, prodding them to buy in bulk. CUFMAI received a 1 million loan from the government to buy raw materials wholesale—which allowed them to give the shoemakers huge discounts. Detasie Shoes reportedly saved 20 percent on the cost of the raw materials; others saved as high as 40 percent. To keep up with competition, other shoemaking members of CUFMAI are exploring the use of other indigenous materials (like rafﬁa, jute, and buri), and coming up with new designs that would appeal to existing and potential customers—from the thousands of tourists that flock the area, to the nursing students of Cebu and Mindanao who get their shoes from Carcar. Pattern-making seminars and participations in trade fairs have further pushed the Carcar shoemakers to display their talent and craftsmanship to the public. Indeed, Carcar’s persevering and hardworking shoemakers are not about to give up this centuries-long venture.

PASALUBONG TOWN

Around “The Kiosk” or town rotunda is the highest concentration of food stalls. Food and snacks in Carcar are a hit among excursionists on their way to beaches in the south, who pass by as early as 5 am to buy their delicious lechon or inasal as baon. Small-scale industries also include ampao, bucarillo, and chicharon. Ampao is sweetened white rice crispies, while bucarillo is sweetened young coconut strips that women take time to

WHAT TO DO: ...Marvel at the history in the stones of the Old Watchtower in Bantayan, Tuyom, over 4 kilometers from the Poblacion. ...Try sweet and seedless Takoy pomelos, which are unique to the town. WHERE TO STAY: Depending on your budget and preferred location, you can choose Castle Peak Hotel (F. Cabahug cor. Pres. Quezon Sts. Villa Aurora, Mabolo, Cebu City), Mango Park Hotel (along Gen. Maxilom Avenue), or Cebu Midtown Hotel (at the Fuente Osmeña). HOW TO GET AROUND: Around Carcar, you can ride a trike that costs 7.

DID YOU KNOW...? That the Department of Trade and Industry is working with the British Council on the “Creative Cebu” Project to unite, further develop, and uplift the creative sector of the entire province. Covering the ﬁelds of visual and performing arts, furniture, jewelry, Web graphic design, publishing, painting, Web and games development, animation, and manufacturing, the project will sponsor different activities to highlight the works of artists all over Cebu.

treat with food coloring and twirl to shape into roses before packing them. The popular brand Mat-Mat’s Chicharon, owned by Mayor Patrick Barcenas, won the Grand Chamber Award for Countryside Micro Entrepreneur from the Cebu Chamber of Commerce and Industry in 2008. Heading back to Cebu City, I was thankful that I took time to shop, eat, and explore in Carcar. It is a relaxing destination that reverberates with that Cebuano charm and hospitality. No doubt, the variety and export potential of food and footwear available there can result in many new business ventures. ● JUNE 2009 • GLOBE MASIGASIG • 11

HOT NEGOSYO

(LEFT) SEPA Kadan and Bahan embellished bags (RIGHT) Very Mary dresses are designed to cover “problem” areas

CONTACT DETAILS Very Mary 0917.6279589 verymaryty@yahoo.com.ph verymary.multiply.com www.verymaryty.com SEPA 0916.4554000 sepacebu@yahoo.com sepaonline.multiply.com Lord Maturan Couture 0916.4398760 pink_brickwall@yahoo.com, lord_69@eudoramail.com lordmaturan.multiply.com MAKEUP BY ARCHIE TOLENTINO • SHOOT DIRECTOR: CLEONE BARADAS 12 • JUNE 2009 • GLOBE MASIGASIG

HOT NEGOSYO

Designer Dealings

Young creative entrepreneurs continue Cebu’s design and creativity wave BY K AT R I N A TA N & T I M OT H Y PA N G A N I B A N • P H OTO S B Y DA K IL A AN G E L E S

ebu has been at the forefront of Filipino design renaissance recently, with internationally renowned names like furniture designer and manufacturer Kenneth Cobonpue and couturier Monique Lhuillier all hailing from the prominent Visayas city. Pauline Suaco-Juan, editor-in-chief of fashion bible Preview, attributes Cebu’s creativity wave to “the exporters that are based in Cebu. You have an industry right there that demands creative output, so more people are able to nurture their artistic talents into a career. Elsewhere, if you have no venue to showcase it, it remains a hobby,” she explains. This shows no signs of abating, as a new generation of designers-cumentrepreneurs are poised to take off from where their predecessors, such as the likes of Jun Escario and Kate Torralba, started. A CREATIVE CALLING

DIANNE ESPERA of SEPA ACCESSORIES CEBU and MARY TY of clothing brand VERY MARY are conﬁdent that fashion designing is not a trend and is likely to last. “This industry is never a fad,” states Dianne. “In fact, the number of local accessory designers will increase, as more people are looking for a venture that doesn’t require a huge capital.” Mary agrees: “Cebu, in particular, is prospering because we were chosen by the British Council Philippines for its Creative Cities regional project, which celebrates all major creative sectors [in the province].”

SETTING UP SHOP

SKETCHING A START

After a short stint at a shoe company following her graduation from the University of San Carlos Technological Center in 2004, Dianne reverted to her childhood hobby of stringing together beads, buttons, and other pieces left over from her late grandmother’s craft export business. “My sister wore something that I made to school one day, and got a lot of compliments—I began getting orders already!” she relates. “I knew that I had found my love.” As for Mary, she realized fashion design could be a possible profession when choosing a course in the same university. “I [took up] Advertising Arts, which included 3 units of fashion design—the closest thing to a fashion school in Cebu. After graduating in 2006, I enrolled in a two-year Fashion Marketing Program at the La Salle College International in Manila,” she tells. “When I was only two terms shy of graduating, however, I suddenly felt that I was ready to get into business. I missed Cebu so much that I ﬂew back the next morning and set up my shop.”

In mid-2005, the the jewelry line was officially baptized as SEPA—“what my grandmother used to call her suki and suppliers.” SEPA was a one-woman operation for about a year before expanding to hire four in-house workers and four sub-contractors. This bumped up production to 20 to 100 designs a day. The larger production prompted SEPA to start looking for a suitable space. With the help of her boyfriend, Noel Zerna, Dianne raised 200,000 from savings to renovate a 30-sqm area in her parent’s house. The SEPA shop opened in October 2006, with Noel signing on as partner in charge of product consignment, finances, and website management. SEPA got a return on investment after a year of opening the shop. It now consigns its products to What a Girl Wants, Laya, and Schu in Cebu; Schu and Souk in Manila; and What a Girl Wants in Cagayan de Oro. There were difficulties at the beginning, as some store owners weren’t prompt in making payments for items that were sold—some never even paid. SEPA has since fine-tuned its consignment operations, and has even been commissioned to design items for some of its reseller’s lines.

(TOP) Hot, soon-to-be-released SEPA bracelets from the MECADA collection (BOTTOM) Very Mary’s dresses are made to ﬂatter and stand out

BAZAAR BEGINNINGS

SEPA Accessories was informally launched in a 17-day bazaar held in Ayala Center, Cebu in June 2004. Dianne’s best friend, Lyn Impas, handled finances. The booth sold unusual handmade jewelry and products made from bottle caps, paracetamol tablets, zippers, and the like. They received made-to-order requests and a few wholesale orders. And in spite of their comparatively low prices of 25 to 250 apiece, they earned a total of 60,000.

On the other hand, Very Mary was a shop from the get-go. With 500,000 borrowed from her parents, Mary invested in fabric and machines, and hired three sewers and a personal assistant. “I ﬁrst rented a far-off warehouse, which I thought as okay since rent was low,” explains Mary. “I eventually learned that it’s better to spend more on a high-trafﬁc location and be known—to have a visible store and people be able to see you—especially when you’re new in the business.” So Very Mary transferred to a 64-sqm space in Myra’s Pensionne House in October 2008, enabling it to cover bills, inventory, and other overhead expenses. “I hope to reach return on investment in a year’s time,” she says. The shop carries about 10 consigned labels from all over the Visayas—colognes by a Cebuana chemist, slippers by a Cebuano mountaineer, and accessories by a designer in General Santos City. “I’m so proud of our local talent and want to share my blessings with them so we can all grow together,” explains Mary. JUNE 2009 • GLOBE MASIGASIG • 13

HOT NEGOSYO Mary Ty at work wearing one of her designs and in accessories by SEPA

WHAT’S IN STORE

Very Mary’s first pieces were ready-towear cover-ups and formals, but has since introduced two new menswear and swimwear lines. Some of its most distinct designs, though, are seen in custom-order pieces. In fact, aside from attending local fashion shows, Mary prefers to remain unaware of trends. “I really want my designs to be original, and don’t want others getting into my subconscious,” explains Mary, who ﬁnds inspiration in everyday things, such as a broken bottle or tree trunk. While Very Mary caters to the A market, SEPA’s product lines are appreciated by “everyone from teenagers to grandmothers, so I make sure to offer three to ﬁve different themes and styles every Spring/Summer and Fall/Winter

Dianne Espera of SEPA Accessories Cebu

season. Not being restricted to a certain look is what makes SEPA unique—pieces range from simple accessories to elaborate, Hollywoodworthy designs that are made of high-end material, such as Swarovski crystals.” SEPA also accommodates custom orders, including bridal accessories, corporate and wedding giveaways, and any embellishment requests. A piece is priced anywhere from 200 to over 4,000, depending on the design.

CREATIVE CHALLENGES

For SEPA, “a big challenge is to create pieces that appeal to people, despite the need to save up. A sellable piece is generally one that can be worn with practically anything, or is an eye-catching conversation piece.”

LORD MATURAN’s streetwear style ﬁnds its niche

ne up-and-coming Cebu designer to watch is Lord Maturan, final cast member of reality show Project Runway Philippines (which originated from the U.S. and has spawned versions in the U.K., Korea, Australia, etc.), Cebu Young Designer 2007 and one-time furniture designer. He considers himself a niche-market businessman with customers ranging from 18-35 years old who go from corporate and creative. “My brand is definitely edgy and utilitarian forward. Customers today are wiser; always on the lookout for whatever’s new.” With a starting capital of just 2,000, he started LORD MATURAN COUTURE in October 2006, but not without a few setbacks. “I initially subcontracted the production of the clothes, which I consigned to SEPA. It wasn’t easy because lean months followed, and I didn’t know how I could recoup my investment.” Fortunately, business is slowly but surely growing for him. “When I started, I only had one staff who did the cutting and sewing, and used someone else’s [sewing] machine. Now, I have three full-time cutters and sewers and two machines of my own, which makes everything easier.” Lord looks forward to opening his own shop this year, but in the meantime, his work is mobile—and this translates to increased expenses. But he has learned to manage quite well, and offers a few tips for those starting out in business: “Always keep your overhead as minimal as possible and don’t spend company money for personal expenses.” His mobile phone is a dependable business tool as he can easily contact clients and suppliers through calls or SMS. Clients from far locations can pay for their orders with G-Cash, which Lord considers a “revolution.” His Internet presence has greatly helped him reach a much wider clientele, specifically through Multiply. “The Internet has made my creations reach potential clients easily, who are hooked on networking sites and blogs. Online marketing sure does wonders!” ■

14 • JUNE 2009 • GLOBE MASIGASIG

A lot of clients still need encouragement and enlightenment when it comes to fashion. For example, some found SEPA’s pieces too much to pull off, so Dianne has to explain the design and how they could wear it. Very Mary also has its share of difficulties such as wrong fabric choices for particular designs, difficult clients, etc. “I take care to understand [my clients’] needs and problem areas, and give them honest opinions—I don’t stop until they’re satisfied,” she shares. Mary also regularly asks for her clients’ feedback.

TECHNOLOGY AS A MARKETING TOOL

In April 2006, SEPA came up with an online store (sepaonline.multiply.com) for everyone to see its products. It took three to six months for people to notice the site. Now, SEPA gets about ﬁve to 10 online orders each week. Very Mary has also beneﬁted from using technology as a marketing medium. “The Internet is just heaven-sent, as it gives the most mileage. In addition to being on Multiply (verymary.multiply.com) and having a personal Facebook account, I’m currently having a website constructed and constantly communicate through e-mail,” Mary enumerates. “SMS is also a great way to communicate with clients, especially those [outside] Cebu.”

FASHION FORECAST

While “Pinoy designers don’t dictate fashion trends,” Pauline believes that Cebu will continue to churn out creative talents. “There is a world-class export market there. Designers like Butch Carungay, who is creative director for fashion accessories ﬁrm Avatar, are multi-awarded and need to think several seasons ahead of everyone else,” she says. This mindset will deﬁnitely push Cebuanos to get ahead on the runway even more. ●

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COVER FEATURE

Making His Mark Though furniture designer and manufacturer KENNETH COBONPUE has garnered international recognition, awards, and A-list Hollywood celebrity clients, this Cebuano chooses to remain proudly Pinoy with his use of indigenous materials. BY LESLIE G. LEE • PHOTOS BY DAKILA ANGELES

CONTACT DETAILS: Kenneth Cobonpue Asia 3A General Maximlom Avenue, Cebu City, Philippines Daisy Flores (marketing manager) 0917.6305351 info@kennethcobonpue.com www.kennethcobonpue.com

is mother, Betty Cobonpue, is famous for creating techniques in working with rattan, having established Interior Crafts of the Islands, Inc., a furniture design and manufacturing company in 1972. “I grew up in a household that was really making [and designing] furniture.” As a young boy, Kenneth was exposed to the whole spectrum of furniture production—from design to accounting to distributorship. One would think that being raised in such a milieu would make the road to success easier—or even set—for Kenneth, but he had to make a slight detour ﬁrst.

REALITY BITES

“At an early age, I was already building things— toys, gadgets, etc.,” shares Kenneth. However, while his mother was the artist in the family, his father was more of a “ﬁnance person. He wanted me to go into business.” Kenneth respected his father’s wishes and studied business at the University of Philippines Diliman. But his stint with business was brief. “After two years, I thought, ‘This is not for me.’” So Kenneth decided to follow his passion for design and applied to the College of Fine Arts in UP Diliman. However, he failed the talent exam, he shares sheepishly. “So afterwards my mom, who graduated in New York, suggested, ‘Why don’t you try the States?’” Kenneth took his mom’s advice and spent the whole of 1987 making and preparing his portfolio so he could properly apply to design school in the U.S.

SKETCHING HIS FUTURE

His efforts paid off. “I got into Pratt Institute in New York, my mother’s alma mater.”

HAIR & MAKEUP ARCHIE TOLENTINO • SHOOT DIRECTOR: CLEONE BARADAS

For KENNETH COBONPUE, designing is in his blood.

JUNE 2009 • GLOBE MASIGASIG • 15

COVER FEATURE Kenneth consults with his staff

Kenneth (far right) with Maridol Ylanan (middle) & program host Cathy (far left) Aya-Ay during Globe Business’ Appreciation Night

He studied Industrial Design (“It’s really designing for industry which means you learn about designing for mass production, etc.”) and interned for a leather and wood workshop in Italy. He also studied Furniture Marketing and Production at the Export Akademie BadenWürttemberg in Reutlingen, Germany in 1994. When he returned to Cebu in 1996 to manage Interior Crafts, however, he found that his education and work experience abroad could not prepare him for the practice of furniture making in the Philippines—lacked “Filipino identity.” Unlike his mother (then Manager & CEO and now President of the Board of Directors), who would design and manufacture furniture for other companies, Kenneth wanted to emphasize on branding. “I saw how difﬁcult it was for [my mom] to brand herself. It was hard to convince exporters and manufacturers [about the brand].” For an artist and individual like Kenneth, branding is important. “You have to get to that point where the brand becomes more important such that they want you so much that they will give you value as they’re using your name,” he explains. Though Cebu has long been known for furniture making, no one had dared to brand his or her design. So he started Kenneth Cobonpue in 1999, using natural ﬁbers and locally sourced organic materials with hand-made production techniques to create an alternative to modern designed furniture. “I don’t draw lines when I make designs; I follow nature’s contours. My designs tell of man’s effort to reconcile himself with the earth; to once again dwell with nature, not above it,” he says. While Kenneth had “inherited” his mother’s business, running it wasn’t as easy as 1-2-3. When he took over, he lost all of his mother’s long-time clients as “they had a different mindset,” and Kenneth had a particular style and technique when making his designs, thus targeting a different market. Fortunately, his mother wasn’t upset. “She has always been supportive about my endeavors,” Kenneth beams. 16 • JUNE 2009 • GLOBE MASIGASIG

Kenneth’s team of designers at work;

CURRENTLY ON DISPLAY

While his main medium is rattan (following his mother’s tradition), Kenneth uses other indigenous materials such as wicker, abaca, and bamboo, among others. The wood that he uses, however, is imported. “It’s important to know where your wood is coming from. [The quality is] always questionable…you never know,” he cautions. He says that he mainly sources wood from the U.S. Most of his furniture line has two “versions”: one for indoor, made from natural materials; another for outdoor, made from polyethylene (PE)— which can take a beating in different weather conditions, but is still environment-friendly, non-toxic, and recyclable. He comes up with new designs annually introduced in design shows from Paris to New York. His main ofﬁce in Cebu also serves as a showroom where clients can check out his products, from dining and coffee tables, to comfy chairs and beds. His most famous design is the Lolah chair, which is completely handmade, and which garnered him the Design for Asia Award of Hongkong in 2005. In addition, his designs have been featured in the pages of Architectural Digest, Newsweek Magazine, Space-Singapore, USA Today, Elle Germany, Spanish Marie Claire, Spanish Harper’s Bazaar, among others, as well as in the 2007 edition of “&Fork” published by Phaidon Press.

VENTURING FURTHER

All Kenneth Cobonpue creations are carefully crafted

He also shares that his secret is hiring people who “focus on the business aspects such as operations, marketing, etc., while I focus on the design,” Kenneth describes. For him, it’s a good balance, as everyone can concentrate on his or her own area of specialization in the business.

Kenneth is not one to rest on his laurels despite his slew of accomplishments here and abroad. Some of his more notable awards include 12 Mugna and 4 Katha Awards for design excellence at the annual Philippine International Furniture Exhibition, 7 Japan Good Design Awards, ﬁrst prize at the Singapore International Design Competition in 2004 for his Croissant Sofa, and being one of the Ten Outstanding Young Men of the Philippines in the ﬁeld of Arts & Design in 2003. continued on p18

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PHOTOS FOR THIS PAGE COURTESY OF KENNETH COBONPUE

COVER FEATURE

Three of Kenneth’s famed creations are the Lolah armchair (left), which he says was inspired by a Coke can; the Voyage Bed (below, left), purchased by Brad Pitt; and the Pigalle seat (below, right), inspired by a woman’s body and named after a red-light district in France.

“As long as you ﬁnd your [uniqueness], your edge, your products will sell by themselves.”

He is currently teaching design at the University of the Philippines-College Cebu, “because I want to give back,” he says. He says that most designers want to design for exporting but don’t have the basics (e.g. what the market needs) to get started, so he wants to “initiate” them through his courses. “I’ve lived abroad, I know how that market lives, how they entertain, so I share that with my students,” he enthuses. “This is the first design course in the Visayas—B.A. in Industrial Design.” As a bonus, the students go beyond the four walls of the classroom and get to experience and observe how Kenneth works at his office and factory. He hopes that the course will make a change in the design landscape of Cebu. In 2001, in a desire to collaborate with other designers, he and a group of friends established Hive, an umbrella company composed of different designers. Hive’s official website (www.h-i-v-e.com), describes the company as “a design habitat for designers and artisans” and “cultivates an environment of creative freedom coupled with a strong sense of aesthetic discipline.” Aside from Kenneth, Hive features product designers Luisa De Los Santos, Estela Ocampo-Fernandez, and Christine Manguerra. Kenneth explains: “I wanted to make a brand where other designers could design because they could be difficult to convince to design under my name.” With Hive, there is no worry 18 • JUNE 2009 • GLOBE MASIGASIG

about competition or artistic obscurity, as the designers are freely acknowledged. And lest you think that Hive is an elite, uppity group, Kenneth is quick to dispel that misconception: “We don’t judge on the basis of the designer, we judge on [the basis of] the product.”

TECH HELP

With so many things on his plate, it’s no wonder that Kenneth is always on the go. He is immensely grateful to technology for allowing him to do business when he’s mobile. His website (www. kennethcobonpue.com) is regularly updated to show his latest collections and offerings, as well as press releases and newsletters. Being worldrenowned, Kenneth is the textbook deﬁnition of a globetrotter. Today, he could be in Italy, tomorrow, in Korea. Whether it’s to grace an opening of his collection in Australia, meet with buyers in the US, or deliver a lecture in Japan, Kenneth relies on e-mail and international roaming while traveling abroad to conduct business.

INTERNATIONAL EXPANSION AND RECOGNITION Kenneth Cobonpue now has ofﬁces in the U.S. (Washington) and Portugal. When asked if the

Kenneth’s Voyage Bed was featured in the July 2006 issue of Time magazine.

expansion was difficult to execute, he replies, “Not so. We already had buyers in Washington so I told them, ‘Let’s take this to the next level’ and so we opened small offices/warehouses with around 10 people as staff. In Portugal, we have around 5 staff.” According to Kenneth, operations are kept simple: the offices abroad serve as channels for buyers to place orders, house stock, and release orders. Kenneth’s dream is to be known worldwide, and proof of this is how he was chosen to furnish the casino interior in the film Ocean’s Thirteen, starring A-list Hollywood celebrities Brad Pitt and George Clooney. Brad Pitt buying his Voyage Bed came as a complete surprise to him. “A buyer purchased it from me and I was later surprised to find out that he was representing Brad Pitt,” Kenneth shares. Ultimately, Kenneth wants to show that Pinoy craftsmanship is world-class. He acknowledges that PR, marketing, distribution, and other support systems in the business help, but “As long as you find your [uniqueness], your edge, your products will sell by themselves.” ● Take your business anywhere you go with the

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PROFILE PHOTOS & SHOWROOM COURTESY OF JOVEL CIPRIANO

GLOBAL ANG DATING

Bringing Pinoys World to the

PINOY DELIKASI brings ﬂavorful local products to the rest of the world.

B Y G AY A C E D O M I N G O P RO D U C T P H OTO B Y V I N C E N T CO S CO L U E L L A

W CONTACT DETAILS Pinoy Delikasi 0916.2380000 sales@pinoydelikasi.com www.pinoydelikasi.com

hen Filipinos abroad crave our delectable dried mangoes, savory bagoong, scrumptious Cebu lechon, crispy danggit, or exotic balut—they usually have to wait for a balikbayan to bring back these for them. But in the age of e-commerce, one man heeded the call early and saw the potential of this ever-growing market. In 1997, JOVEL CIPRIANO was working in IBM’s Cebu ofﬁce when

he thought of developing an online shopping site that offered Filipino delicacies like dried ﬁsh and dried mangoes. He recalled how, when he was a teenager, he used to ship dried mangoes to his mother in London who had a travel agency there, who would give them to clients. He recalls, “When e-commerce boomed in the 1990s, I realized that there was probably a future in selling Filipino food products over the Internet.” JUNE 2009 • GLOBE MASIGASIG • 19

GLOBAL ANG DATING PINOY KASI

Initially, Jovel thought of using “Pinoy Delicacy” as his company name, until his secretary offered, ‘Sir, bakit hindi mo gawing ‘Pinoydelikasi,’ short for ‘Pinoy delicious kasi?’” Thus began this Computer Science and Tourism graduate’s foray into entrepreneurship. He launched www.pinoydelikasi.com in June 1999. His capital was only 10,000; 8,000 of which he used to buy a digital camera to take photos of his product offerings and the rest he used to pay for the domain name. Jovel had no expense for the online shopping cart system because he downloaded a free, off-the-shelf (or non-customized) kit from the Internet. “I didn’t need much capital because I was only a channel,” says Jovel. At the start, his company carried a few products; aside from the dried mangoes, it also offered longganisa, dangit, pusit, and Cebu lechon. The very basic site simply featured photos and prices of the products. Customers chose what they wanted, sent orders through the site, then paid for them through bank transfer. When Jovel received the orders via e-mail and verified the payment, he would rush to the Gaisano office in front of the IBM office, buy the goods, and ship to the customers. Pinoydelikasi initially catered to local customers. By January 2000, Jovel quit his high-paying post at IBM and relocated to Metro Manila to focus on his business.

ONE-MAN TEAM

He clearly remembers the early days when he did everything himself—from getting the orders from the customers and buying the goods from the supermarket, or picking up the goods from the pier or Customs, to delivering them to the customers. There was a time when he had to bring a box of dried mangoes to an expat who was working at the Asian Development Bank. When Jovel arrived at the office, the client was out on a meeting. Jovel says, “The receptionist refused to accept the order. I had no choice but to wait until the client returned.” Because of this experience, he learned that he must “confirm, confirm, confirm” before making deliveries. “I have to call and make sure that the recipient is there,” Jovel reiterates.

GLOBAL LEANINGS

Media began taking notice of Jovel’s unique proposition. Here was a low-capital startup that delivered favorite Filipino delicacies door-to-door. It didn’t take long before Filipinos in the U.S. found out about Jovel’s website, after being featured in some local and foreign newspapers and magazines. After all, overseas Pinoys are 20 • JUNE 2009 • GLOBE MASIGASIG

“This client found me online. He found my website, e-mailed me...We negotiated online. I closed the deal without...going to the States.” always lonesome for a taste of home. Jovel began receiving orders and inquiries from abroad. In August of 2000, Jovel met one Pinoy U.S.-based client who ordered a 20-footcontainer-full of products. “It’s a classic story,” Jovel relates excitedly. “This client found me online. He found my website, e-mailed me, contacted me, talked to me. We negotiated online. I closed the deal without ever going to the States. In fact, I’ve never met them in person. They trusted the brand because I was already featured in newspapers.” That Pinoy is still his client today. Aside from sending out orders to direct clients via vessel and air cargo, Pinoyelikasi also has twelve distributors abroad, mainly in New Jersey, USA and Geneva, Switzerland. The rest of the goods are retailed in small Filipino stores.

“VIRTUAL” VERSUS REAL PRESENCE

While Jovel stopped accepting orders from Philippine-based customers (except for the Cebu lechon), he established in 2001 a Pinoydelikasi store in Project 8, Quezon City, that carried his product offerings. “Noong una, hindi ko talaga alam kung saan ako tututok. So kalat ako, sabog,” he admits. “I was selling internationally but I also had a physical store.” Eventually, Jovel realized that he was spending more and more time running that store. “I had to make sure that the inventory was okay, na ang mga tao hindi nangungupit, so hindi ako naka-expand.” After a year and a half, Jovel closed the store and focus solely on selling to the international market. In 2001, the dot-com bubble had also burst, and since his international sales were not yet

GLOBAL ANG DATING

consistent, Jovel was contemplating throwing in the towel. But then, a distributor in the U.S. ordered one 20-foot container [van] ﬁlled with goods. “’Yung ine-expect ko na kita in one year, kinita ko in one shipment,” says Jovel. “That why I decided to focus on looking for bulk-order clients.” The company, however, remains lean, with only 10 employees. Most of their presence, after all, is taken cared of by online services. For online purchases, he accepts payments by PayPal, major credit cards, and bank transfers.

because people were asking me for recipes of sinigang, adobo, at kung anu-ano pa. In a day, I would have 15 inquires so I thought of coming up with another brand, another website, kusinaatbp (www.kusinaatbp.com) in 2002.” The site also has clickable ads that link to the Pinoydelikasi site.

ON THE HORIZON

EXPANDING REACH

Jovel attributes the growth of the business to word-of-mouth. Satisfied customers told others about his company. “Referrals of friends... Viral marketing,” is where he attributes the increased number of orders. Today, Pinoydelikasi offers about 150 Filipino delicacies and ships to several cities in Asia, North America and Europe, namely: Sydney, Los Angeles, New York, Geneva, London, Tokyo and other cities in Japan, and Hong Kong. He also has distributors in Switzerland, the United Arab Emirates, Japan, Australia, Germany, Saudi Arabia, and Canada. Aside from food, he now also exports herbal supplements and liniments, to name a few. He now carries his own brand of Pinoydelikasi products, like dried mangoes and dried ﬁsh that are manufactured by subcontractors. “I have several markets in Europe, particularly the Geneve market, na ’yung brand ko ang binebenta,” says Jovel. “Although this set-up is more expensive because it entails overhead costs, over time it’s wiser to use your own brand because you avoid buyers going straight to the manufacturer.” He uses this analogy to drive home the point: “Building a brand is like nurturing a child.” Interestingly, his market has also expanded from Pinoys living abroad to international foodies, especially those who are fond of mangoes. “My objective now is to sell to the mainstream market kasi maliliit ang Filipino communities abroad,” says Jovel.

(CLOCKWISE L-R) Pinoydelikasi sells Pinoy food staples such as danggit, pastillas, lambanog, dried mangoes, and dried mangorind; his awards display which includes Best Practices in E-Commerce for Small and Medium Enterprises at the APEC (Asia-Paciﬁc Economic Cooperation) Digital Opportunity Center Awards; the Pinoydelikasi website is very user-friendly.

QUICK RESPONSE

Of course, Jovel does not discount the importance that communication plays in his global business. He makes sure that he replies to inquiries within 12 to 24 hours, either through e-mail or calls over the Internet. “Customers need contact. That’s one of the key secrets to success,” Jovel emphasizes. To facilitate quick responses, he relies on mobile Internet technology like the Globe Visibility Kit so he can e-mail clients back whenever he is out of the ofﬁce and has no direct access to the Internet. He also keeps customers informed through a regular online newsletter. Jovel has established another website named kusinaatbp. “It’s a Filipino recipe portal,” he explains. “I started it

Jovel remains conﬁdent in spite of the economic challenges felt throughout the world. He would rather look at the relative decrease in orders, not as a “decline, but a slowdown.” He adds, “Some clients, instead of ordering one container [full], they’d order three-fourths container or onehalf. But the orders have not stopped. Actually, I recently closed a new distributor in the UK. People still need our products.” Echoing the fervor that he felt when he began the business over 10 years ago, Jovel reveals, “I want to put up a Pinoydelikasi store outside of the country because I see the demand I can identify the areas na malakas ako. I might be ready to put up a physical store. I want to be like Jollibee—to have an outlet [outside] of the country.” ●

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JUNE 2009 • GLOBE MASIGASIG • 21

BROTHERS & SISTER B Y A N G E L C O N S TA N T I N O • P H OTO S B Y DA K I L A A N G E L E S • P H OTO S O F K A F F E E A L D E B Y M A R K C H E S A N G

JOHN, DEREK, and LORRAINE DYTIAN prove that cooperation and hard work guarantee success in the food business

nlike most siblings, JOHN, DEREK, and LORRAINE DYTIAN’s idea of “family bonding” is brainstorming on how to improve their businesses. The family’s food business in Cebu started as a hobby of their mother, Loreta Huang Dytian. “She enjoyed baking and took orders from home,” shares John, the eldest son and head of ﬁnance and operations. “This opened doors for her to supply restaurants with breads and pastries.”

IT’S IN THE GENES

Their mother opened Kaffee Alde, in March 1991. The bakeshop specializes in breads and pastries. “Our ube ensaimada is our signature product,” shares John. That same year, John graduated from the Ateneo de Manila University with a degree in BS Management and immediately joined the business. He was only 21 years old. The following year, 1992, he started a canteen business, which lasted for 15 years. John’s younger brother Derek, who recently turned 36, studied Business Management at De La Salle University, and went on to study Culinary Arts at the Culinary Institute of 22 • JUNE 2009 • GLOBE MASIGASIG

America (CIA). Just as he was ﬁnishing school in 1996, the brothers brainstormed on what business to open. “The catering business intrigued us because we wanted to go up the value chain,” says John. “We were doing the canteen business and it was a very high volume but low margin operation. Also, there weren’t much catering companies in Cebu at the time and we felt we could offer the market something different.” In 1998, their dream came to fruition when they opened Creative Cuisine, a company that revolutionized catering in Cebu. “We set out to be different. We serve international cuisine,

have a creative and elegant buffet set-up, and our personnel are well-trained to meet the different needs of our customers,” says John. “We also continually innovate our menu by changing it at least twice a year.” Derek, who was only 24 when he joined the business, is now in charge of food and menu development. Meanwhile, their youngest, Lorraine, 30, shared their mother’s passion for baking. She studied Baking and Pastry Arts at the Center for Culinary Arts then took short courses in the French Culinary Institute and CIA in New York. She took charge of the bakeshop at 23 years old. In 2003—after being in the food business for more than 10 years—the siblings thought of opening a restaurant. “Growth is essential in the survival of any business; the moment you stagnate, it is the beginning of the end,” says John. “There is so much competition and innovation going on and the only way to survive is to compete. The restaurant business was a logical step for us given the synergy that we had.”

ACKNOWLEDGMENTS: ROMMEL CUENCO • MAKEUP BY ARCHIE TOLENTINO • SHOOT DIRECTOR; CLEONE BARADAS

(L-R) Lorraine, John, and Derek Dytian work the sibling advantage

BATANG NEGOSYANTE Big Mao revamps the traditional Chinese food experience for the new generation; while Chika-an sa Cebu adds a twist to the normally scrumptious Filipino fare.

CONTACT DETAILS Kaffee Alde Mabolo, Cebu City Radaza Plaza, Lapu-Lapu City Big Mao SM City Cebu The Terraces, Ayala Center Cebu

“The advantage of being young is the gung-ho attitude. There is so much passion, energy and enthusiasm to overcome whatever challenges arise.”

Being Chinese, John, Derek, and Lorraine decided to open a Chinese restaurant because it is the cuisine they are most familiar with. So, Big Mao, a casual dining Chinese restaurant, was born. What makes it different from other Chinese restaurants? “The new taste of China—our slogan says it all,” says John. “We don’t only serve traditional Chinese dishes in a modern setting. We enhance the diners’ experience by having menu items we call the Big Mao Creations. These are dishes created by Derek, taking inspiration from different Asian cuisines.” To add to their growing repertoire of food establishments, they decided to buy Chika-an sa Cebu from its previous owners in 2005. It is a restaurant specializing in Cebuano cuisine served in a setting inspired by an old Filipino home. “The brand was very familiar to us, because it was one of our favorite restaurants when we were kids.” The restaurant just turned 30 years old this year.

LEARNING ON THE JOB

For all their success today, the siblings went through their share of hardships. Since they all joined the business right after graduation, most of their problems came about due to inexperience. A lot of things were done through

trial and error, and this became part of the company’s costs. “When I was starting the canteen business in 1992, I didn’t know the proper handling of chilled meat as I didn’t have formal training or experience,” John recalls. “Since we order by bulk, we piled all the fresh chicken in one chest-type freezer. The following morning, the chicken was spoiled. We had to throw away 150 kilos of chicken!” Thus, John learned the proper storage technique and the importance of having a sufficient storage facility. It also helped that Derek and Lorraine went to culinary school as they learned to avoid other mistakes like this. They also had a problem with the exhaust system when they opened Big Mao. “The temperature of the kitchen was very hot and our customers complained that their clothes would smell like food after they dined there. We had to get another contractor to redo the system and spent almost double the amount if we got it right the first time.” They initially spent 350,000 and had to spend another 300,000 to fix the problem. It was resolved in six weeks after much inconvenience and a lot of overnight work.

Chika-an sa Cebu Salinas Drive, Lahug North wing, SM City Cebu Park Mall, Mandaue City (opening in July 2009)

Creative Cuisine Sales Ofﬁce: Mabolo, Cebu City Today, they manage costs by establishing the proper operating standards and holding their personnel accountable for variances in operation. “For example, should there be shortages in the inventory, it is charged to the responsible personnel.” Though they started young, most of the Dytians’ friends, relatives, and regular customers were very supportive and excited every time they launched a new brand. John says, “The advantage of being young is the gung-ho attitude. There is so much passion, energy and enthusiasm to overcome whatever challenges arise.”

LOYAL CUSTOMERS

For the Dytians, being Cebuano is a big advantage in operating in the local scene. “We have a feel of the market and a better understanding of what people want,” John shares. “We don’t do formal research. A lot of it is based on gut feel. We see what’s available in the market and offer something new and different to entice customers.” The Dytians’ restaurants are in the casual dining category JUNE 2009 • GLOBE MASIGASIG • 23

BATANG NEGOSYANTE

FOOD GURU

John Dytian shares tips on how to have a successful food business. ● KNOW WHAT YOU’RE GETTING INTO.

“The food business may look glamorous on the outside but it entails a lot of hard work because there are a lot of details involved. The hours are also very long especially when one is just starting. While most people are resting during weekends and holidays, these are peak days for the food business so expect to be working. You cannot just open something and let it run by itself. You have to manage it day in, day out.”

(Clockwise from top left) Kaffee Alde is the Dytians’ newest venture. Chika-an sa Cebu offers new items like the Baked Scallops and Crab with Garlic, as well as the traditional Utan Bisaya Soup.

but can cater to the A, B, and C markets as well. “Our loyal customers are people who have been patronizing us all these years,” says John. “We target the cross section of society since the price points of all our brands are mid range.” Over the years of operating their business, the Dytians have noticed a change in the eating habits of Cebuanos. “A few years ago, Cebuanos only eat out during special occasions. But this has changed in the last few years, which is good for our industry.” John attributes this to the fact that Cebuanos now have more disposable income. But beyond that, he says, “Cebu has changed. The population has grown due to migration, people are busier, and they’re now more adventurous in dining.”

MUST-DOS FOR SUCCESS

The Dytians stay in touch with trends by observing the local scene and traveling abroad to try what’s new. “We’ve visited Hong Kong, Singapore, and the United States, because we’re familiar with them and their cuisine are acceptable to our market.” “Starting a business is the easy part; sustaining it is the bigger challenge,” adds John. To set themselves apart, they continuously innovate their products, train their personnel well, and market their brands through word-of-mouth, in-house promotions, and tie-ups with credit cards. They also constantly upgrade their facilities, especially when it comes to telecommunication. “Telecommunication has gone a long way from the time we started Kaffee Alde in 1991,” John shares. “Before, we just had a landline and a fax machine. Catering conﬁrmation used to be done by fax, but sometimes there would be problems with unclear transmission. With 24 • JUNE 2009 • GLOBE MASIGASIG

● DELEGATE TASKS PROPERLY.

e-mail, we don’t have this problem—it’s faster and more environment-friendly, too.” Today, the Dytians have all kinds of options. For internal communication, they use the cellphone, fax, and Internet. Restaurant reservations are mostly done through SMS (all of them are loyal Globe subscribers), while daily catering bookings are done by e-mail or landline. “We also have a lot of on-call waiters for the catering. We use SMS to advise them of their schedules,” John shares. “All these tools have made doing business a lot faster and easier.”

ONWARD, FORWARD

Today, the Dytians’ food businesses are thriving. Kaffee Alde, Big Mao, and Chika-an sa Cebu have two branches each, all based in Cebu. In 2006, Derek received the Cebu Chamber of Commerce and Industry’s Young Entrepreneur of the Year award for their businesses’ contribution to the development and growth of the regional economy. What’s next for such a business? “We’re currently strengthening our operating system,” John reveals. “When we feel that the system is good enough, then we should be ready to open outside Cebu.” Throughout the years, John, Derek, and Lorraine, have learned the value of teamwork. “We know each other’s strengths and weaknesses so we try to compensate for each other’s shortcomings,” John says. “We don’t ﬁght, but we do have different opinions. We try to present the pros and cons of our stand and at the end of the day, we decide on what’s best for the company. Whatever we decide on, we all work towards it—and in case it doesn’t prosper, we don’t blame anybody.” ●

“Whether you’re working with your siblings or colleagues, the proper delineation of responsibility is very important. It prevents overlapping of functions that can eventually lead to friction. In our case, we divided the different responsibilities based on competence and interest. I take care of ﬁnance and operations. Usually, I would go to the main ofﬁce to do paper work, randomly check on stores, and lead staff meetings. Derek takes care of menu development and spends most of his time in the catering kitchen to check on the day’s functions, make and plan menus for future functions, and assist the cooks in implementing menu items they’re not familiar with. Lorraine oversees production of the bakeshop i n t h e morning, while her afternoons are spent checking the stores and doing paper work.” ■

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DID YOU KNOW... TRIVIA TRIVIA

ROUNDUP

“What’s your

PHOTO BY DAKILA ANGELES

business theme song?”

Manufacturing Success Philippine Economy Strikes Gold in Cebu! BY I ZA SA NTOS

anufacturing is akin to Cebu, what with its leading electronics and shipbuilding hubs and a slew of successful furniture, food, and fashion-accessory makers. Get to know Cebu’s industrial zone better and see how the Philippines’ second largest city has become its fastest growing economy. ● Cebu’s total exports as of 2005 alone totaled US$2.8 million, and currently runs

over US$3.0 Billion. Multinational manufacturing companies (Mitsumi, Pentax Corp., Fairchild Semiconductor, Timex, United Technologies, etc) catapulted this export growth rate, which is 20% higher than that of the entire nation.

C O M P I L E D B Y H E I D I R . PA S C U A L

JO AVILA, Owner, Jo Avila Photography, 40 “My choice would be ‘Ain’t No Mountain High Enough’. The success of any business relies on goals that you are willing to achieve—no matter how difﬁcult they may be.”

Cebu’s leading manufactured products include watches, semiconductors, cameras, electrical equipment, wire harness, ﬂoppy disk drives, and car stereos. ●

Dubbed as the furniture capital of the Philippines, Cebu still attributes its economic boom to native furniture and handicraft businesses. However, it comes second only to the advanced, export-oriented, and foreign-owned high technology industries. ●

● More than 80% of domestic shipping are located in Cebu. It has the most domestic

air, shipping and cargo vessels in the country. Its shipbuilding companies have manufactured bulk carriers of up to 70,000 metric tons deadweight (DWT).

Cebu’s manufactured food products include coconut products (oil, cream, milk, sugar, juice, ﬂour, virgin coconut oil, banana chips, and dried fruits by companies like the Celebes Coconut Corp and the Royce Food Corp.

ROSSY ANNE YABUT, Part-Owner, Heima, 24 “‘Ágætis Byrjun’ by Sigur Ros which translates to a good beginning or an alright start.”

●

Popular Pinoy brands that were born in Cebu includes Penshoppe, Oxygen, Loalde, and Island Souvenirs, BO’s Coffee Club, Julie’s Bakeshop, Orange Brutus, and Mother’s Fried Chicken, among others. ●

Sources: Wikipedia.com, Pinoysites.org

QUOTE:

“You have to watch, listen, ask questions, experiment, make changes, reﬁne your concept, and constantly develop your consumer base. That’s what building a business is all about.”

-NORM BRODSKY and BO BURLINGHAM, columnists for INC. Magazine and authors of The Knack: How Street-Smart Entrepreneurs Learn To Handle Whatever Comes Up

NANCY S. ACOT, Owner, Nancy’s Precious Delite, 56 “‘Maghintay ka Lamang’ by Ted Ito. When the business was just starting, we had to go through several trial and error stages.”

CHRISTIAN BAUTISTA, PartOwner, The Writing Section, 28 “It’s “Pen and Notebook’ by Camera Obscura since it is symbolic of the writing profession. Our favorite line there that says, ‘with your pen and notebook, you blow me away.’ And that’s what we are meaning to do.”

JUNE 2009 • GLOBE MASIGASIG • 25

FRANCHISING 101

WILL YOU MAKE A GOOD FRANCHISEE? 7 signs you’re on your way to becoming a successful franchisee BY BUBBLES SANTOS-SALVADOR

utting money in a franchise is not nearly as easy as becoming a successful franchisee. As Ronald Aban, President and CEO of Cellular Plus Distribution Corporation says, focus, concern for the business, and hands-on management are just a few traits a good franchisee must possess. Here, Aban shares more:

directly connected with the success or failure of the entire franchise network,” emphasizes Aban. In the end, the success of the whole network means better brand image, better systems, and more loyal customers, which will beneﬁt you as an individual franchisee.

YOU’RE A TEAM PLAYER. A good franchisee must value the input and contributions of others, since better results are achieved by synergy. Aban adds, “No one possesses a monopoly of knowledge and skills. [We] need others to help overcome [our] weaknesses in order to be successful.”

YOU’RE FOCUSED. Building a successful business needs a lot of feeding and caring similar to raising a child. Focusing your efforts on one business at a time will mean greater success because your attention and resources are undivided. “[If you engage in] many unrelated start-up businesses at the same time, you are doomed to fail.”

YOU’RE A HANDS-ON MANAGER. You can understand your market better, enabling you to use the business tools provided by the franchisor to the fullest. “The level of concern and drive to success of a hands-on franchisee is far higher than a salaried manager because of your ‘owner’ perspective,” adds Aban.

YOU CARE ABOUT THE WHOLE FRANCHISE NETWORK. “Your success or failure is

YOU’RE SELF-RELIANT. Don’t depend on your franchise for personal and family expenses while it is still in its early stages. “Instead, feed the business what it needs to grow until it reaches maturity,” says Aban. A mature successful business will then take care of the needs of the business owner. Include in your business plan the means to provide for these expenses for at least a year or so from launching your ﬁrst outlet.

YOU’RE A PROBLEM SOLVER. Part of this is being able to identify the source of your problems, since the solution is dependent on how well the problem is deﬁned. Don’t fall into the trap of blaming the franchisor for your failures without looking at your own mistakes, especially if these could have been avoided had you been vigilant.

YOU VALUE INTEGRITY AND PRINCIPLE. These qualities will always lead you to do what is right, and you will feel conﬁdent in your actions. “Any wrongdoing or desire to cheat or unduly take advantage of the weakness of others will The surely lead to Association of Filipino troubles and Franchisers regret in the future, Inc. (AFFI) w h a t e v e r seeks to advantages professionalize and standardize the local it may bring franchising industry. For in the short more details, log on to term’” Aban (www.afﬁ.com.ph). warns. ●

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