Masigasig Magazine: December Issue 2008 by edlyn

MASIGASIG NOVEM B E R 2 0 0 8

H EL P IN G S M Es G E T T H E R I G H T CON N EC TI O NS

Lessons Learned from Top Christmas Sales Gimmicks Vicki Belo’s Beauty Empire Knows No Bounds Set Up Your Own Home Beauty Service Business

VOLUME 2 • ISSUE 12 • DECEMBER 2008

GLOBE BUSINESS SALUTES

SMEs

MASIGASIG Table of CONTENTS

14 COVER:

SMEs take centerstage in 2008 Globe business puts entrepreneurs ﬁrst with wide range of activities

GLOBAL ANG DATING

Abelardo Tolentino Jr. designs world-class buildings

CELEBRITY RAKETS

Vicki Belo grows her company with a mix of energy, passion and high technology

EDITOR’S NOTE It’s that time of the year for summaries and year-end wrap-up reports. So allow me to take on a similar tack, and share with you the top 3 lessons I learned from the men and women we’ve featured in Masigasig this 2008: 1. Age is but a number. Month after month, the young men and women we feature in our Batang Negosyante section prove that youth does not equate to recklessness. On the other end of the scale, we’ve also featured entrepreneurs who made their mark in their senior years. Kudos, especially to Tata Narciso Mosuela, this year’s National Outstanding MSME and the ﬁrst ever Masigasig Awardee—at seventy-something years old, his work ethic puts men half his age to shame. 2. Don’t burn bridges. Success is a team effort, and we’ve featured many entrepreneurs who’ve partnered with former classmates, sought advice from old college professors—and even borrowed capital from ex-bosses to start their business! Help comes in many ways, oftentimes from where you least expect. 3. Technology can be your greatest asset. SMS isn’t just for forwarding jokes or asking friends where they are; it can be a fast and affordable way to track inventory or spread the word about a new product or service. The Internet is a great way for you to snoop on the competition (without them ever ﬁnding out), while e-mail allows you to communicate with clients and suppliers halfway around the world. So get your hardware and software upgraded asap! Happy holidays, everyone! See you next year!

HOT NEGOSYO

Start your own beauty home- service company now

IN EVERY ISSUE

STAFF

5Biz Tips 8Helpline 9Franchising 101 19Batang Negosyante 22Global ang Dating 25High Tech Jaclyn Lutanco-Chua Sunshine Selga Mari-An Santos Dino de Ocampo

Editor-in-Chief Managing Editor Associate Editor Art Director

Katrina Tan Bubbles Salvador Abby Yao Jemps Gallegos Iza Santos Mari-An Santos Abigail Ho RObert John Oh

Writers

Vincent Coscolluela Jun Pinzon Mark Ches Ang

Photographers

Marife Mordido Yen Uy Archie Tolentino

Makeup Artists

Junn delas Alas Dondi Limgenco

Project Managers

Jaclyn Lutanco-Chua Editor-in-Chief Time really ﬂies when you’re having fun—or in our case, extremely busy. As this issue will show, this year has really been the year we’ve put SMEs front and center in our activities, whether it’s introducing affordable and innovative products to help make their business processes more efﬁcient, or forging strategic partnerships that will lead to better relationships with all kinds of people, those in business and otherwise. And, of course, there’s Masigasig magazine, which continues to be our main tool of encouraging entrepreneurship—both existing and in the start-up phase. Thanks to the editorial crew, our partners in the government and private sector, and the Globe Advisory Team for working tirelessly month after month to make sure that our commitment becomes a reality. The biggest thanks goes to the entrepreneurs we’ve featured— who so generously shared with us their time and experiences.

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

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

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

And ﬁnally, to you, dear readers—who keep pushing us to do better and who constantly reward us with your messages of support and thanks. We promise better stories and bigger issues in the next year, and look forward to seeing you again.

Maridol Ylanan Head-Corporate & SME Segments

Call the Globe Business Hotline at 730-1288 or 1-800-8-730 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 www.sme.globe.com.ph. ●

ASKED & ANSWERED

LETTER OF THE MONTH

RESTAURATEUR-TO-BE Dear Masigasig,

First of all, I would like to convey my heartfelt thanks to your magazine for featuring such inspiring stories of successful businessmen. The lessons I picked up from your articles have served as a guide on how to cope with the economic upheavals that we are facing right now. By reading your very INFORMATIVE magazine, we can really foresee a BRIGHT FUTURE ahead of us. I am also writing to you for help: I want to venture into the RESTAURANT business but I don’t know where or how to start. I hope you can extend to me some possible tips in handling a restaurant business and where I can attend seminars to explore more knowledge pertaining to this particular business. Your advises/suggestions will be highly appreciated and treasured. Rest assured, I will continue reading your INFORMATIVE and USEFUL magazine since I ﬁrmly believe that it can really help me to hurdle all the challenges in life with utmost humility to become a VERY SUCCESSFUL ENTREPRENEUR in the near future. I’m looking forward for my ultimate goal to be materialized with the help of “MASIGASIG” magazine as well as to all the people behind the success of MASIGASIG magazine. Thank you. EMILYN GABIA NUEVO lynues_84@yahoo.com Dear Emilyn, Restaurant management is not for the faint-hearted. It requires a delicate balance of creativity, business savvy, customer service skills and the ability to entertain. As an aspiring restaurant owner, chances are you’ve heard some less than promising statistics about new restaurant success rates. It’s true that an estimated 60 percent of new restaurants close within three years, but the good news is you can anticipate challenges and plan ahead.

When it comes to achieving your dream of opening a successful restaurant, a good first step is to prepare for the practical realities of restaurant management. Here are five important things to think about as you set out to reach your goal: 1. Define the Concept of Your Restaurant Business. The first step to developing a strong concept is to research what works for your restaurant’s location. Choose a theme that will be familiar enough for local patrons but distinguishable from other restaurant businesses in the area. Once you have decided the overall vision of your restaurant business, don’t underestimate the power of a catchy name. Take time to choose an appropriate name that is unique but easy to pronounce. 2. Develop a Budget. Possibly the most important phase of restaurant management is developing a budget and sticking to it. Many experienced restaurateurs say that underestimating start-up costs is one of the most common mistakes of new restaurant business owners. To protect yourself from unexpected financial strain, save more than what you plan on spending. If you are interested in working with investors, you’ll need to design a business plan that illustrates your restaurant concept and includes risk assessment and plans for return on investments. 3. Design an Appropriate Restaurant Space. Everything from the lighting to the bathroom fixtures should be consistent with the general vision of your restaurant business. An effective restaurant design has two main elements: a relaxing ambiance and functionality. A restaurant should feel warm and inviting to customers while being easy to clean and maintain. Design yours to include ample storage and kitchen space along with enough room for customers to sit while waiting for a table. 4. Hire and Retain Quality Employees. The success of a restaurant business can often be measured by

Young entrepreneur in the making

Regards from CITEM

When your GoNegosyo team went to our university last Sept. 12, they distributed copies of Masigasig. Believe it or not, after reading your magazine, I couldn’t sleep that night because my mind kept buzzing with what business to put up! I was so inspired that the very next week, I made and sold homemade polvoron to my classmates in school. Guess what—naubos! But the proﬁt I made was small, and when I tried selling a new batch the next week, no one was that interested anymore. Any advice? I really want to put up a small-scale business, something for a fresh graduate like me, one that doesn’t require much capital. RACHEL ANN PEDROSO pedroso_rachel@yahoo.com

Dear Ms. Jaclyn Lutanco-Chua, Warm greetings! I am Thelma Dumpit-Murillo, the new Deputy Executive Director of CITEM. May I just take the opportunity to thank you for making special mention of our agency in your letters-to-the editor section of your magazine Masigasig. Rest assured your endorsement of our agency will not go in vain as we exert great effort in helping our SMEs. Thank you and may our partnership result to greater rewards for the Filipino people. THELMA DUMPIT - MURILLO Deputy Executive Director, Center for International Trade Expositions and Missions

Thankful reader

Hi Rachel! Have you tried making ﬂavored polvoron instead? If your ﬁrst batch sold out that quickly, then it’s a sign your classmates liked the taste; maybe it’s time to whet their taste buds and give them something new. The Internet is full of recipes that you can check out. Happy experimenting!—Ed.

I like your magazine because it is chock full of information regarding the latest trends in business, money matters, new technology, and— of course—inspirational stories. I write not to ask question or give comments, but simply to say “SALAMAT” to your entire staff. Thank you

4 • DECEMBER 2008 • GLOBE MASIGASIG

the happiness of its employees. Give yourself time to put together a great staff. During construction, post a “Now Hiring” sign in the front window and place ads in the newspaper or online. As early as six weeks before opening, start interviewing and developing training schedules for kitchen and wait staff. Once your restaurant business is open, maintain a positive work environment by immediately addressing any issues among employees and establishing incentive programs that encourage teamwork and creativity. 5. Publicize Your Restaurant Business. While your restaurant business is still in the construction phase, generate buzz by hanging a banner that reveals the name and the expected timeframe for opening. Entice potential customers by sending press releases to local media groups and throwing an opening night party with free samples of the food. Once it’s open, continue to promote your restaurant business by hosting local food events and investigating ways to advertise without spending a lot of money. For example, obtaining customers’ e-mail addresses and sending announcements about your restaurant’s latest promotions is an excellent low-cost method of marketing. Owning a restaurant business demands hard work, sleepless nights and a great deal of care and patience. Before you start, make sure you’ve taken the time to develop your restaurant management skills through training courses or work experience. Consult with accomplished restaurant owners for advice on how to overcome challenges you may encounter along the way. We’ve featured many food entrepreneurs in Masigasig, so you might want to log on to our website to read up on past issues to see what lessons they imparted. Better yet, give them a call, they’ll be happy to help a restaurateur-to-be. The time you spend planning even the smallest details is well worth the investment when you open your restaurant’s doors for the ﬁrst time knowing you are prepared for success. Good luck! Regards Jaclyn Editor-in-Chief for consistently delivering the best stories and articles month and month. God Bless you and more power! LORILYN CASTANEDA castanedalorilyn@yahoo.com

Do you have any questions about your business that you think Masigasig can answer? Write to us at sme@globetel.com.ph 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.

BIZ TIPS Give Mother Nature a break this Christmas

‘Tis the Time to Give 10 ways to have a socially responsible Christmas

B Y B U B B L E S S A LVA D O R

There is no better time than the yuletide season to perform acts of charity. Here are some ways you can give back to your employees, the community, and even to the environment.

Put more effort when visiting charitable institutions. Dropping by orphanages, prisons and the like, and handing out gifts—while no less admirable—is pretty routine for many businesses. Which was why one December, the staff of Basic Graphics Inc. in Cebu, led by their boss Edmun Liu, decided to put a different spin to spreading holiday cheer. “We went to the local chapter of Mother Teresa’s Missionaries of Charity, where we conducted a half-day Christmas presentation for the aged patients, including song and dance numbers. Some patients even sang and danced with us,” relates Edmun.

Be prudent when using gift wrappers. Think of how much paper—and trees—these moves save:

■ Reuse.

Set aside the wrapping paper of the gifts you receive, and use them when preparing gifts for others. “If the wrapper is still presentable, why not?” says Geenette Garcia, owner of start-up marketing services company Geegle.

Conserve energy. Use energy efﬁcient Christmas lights, especially in businesses where a Christmas display is required. “And don’t overdo it by putting lights in every corner of your store,” Geenette reminds. Remember to turn them off when no one’s in the store to avoid ﬁres.

Reuse old Christmas decorations. If they were packed well, they should last until the next season. Just buy a few new ones, and some ribbons and holiday glitter, to spice up the look. Even old Christmas cards can be cut up and used as décor!

Waste not, want not. Got excess food from your party? Pack up the leftovers food from your party in reusable plastic containers and then distribute them among your staff to take home to their families,” says Geenette. Everyone loves a doggy bag!

■ Recycle. Pages from your old glossy magazines

at home, your kids’ excess art paper, or even plain Manila paper can be used to wrap gifts. “We just add a little ribbon or a unique card to give it our own personal touch,” says Geenette.

Carpool. With so many Christmas parties to attend, Geenette and her partner usually discuss their schedules ahead of time and share a ride. “This reduces not just our gas consumption but also the emission of carbon dioxide,” she explains.

Dispose of bottles and cans properly. Had too much to drink? No problem! Just don’t mix the bottles and cans with biodegradable party waste so that you can give them to the magbobote who often checks your garbage for stuff to sell.

Give non-tangible gifts. “Give a donation to a cause-oriented organization in the name of your client or supplier,” Geenette says. You can even plant a tree in someone’s name at the La Mesa Ecopark (log on to www.lamesaecopark.com).

REUSE OLD CHRISTMAS DECORATIONS If they were packed well, they should last until the next season. Just buy a few new ones, and some ribbons and holiday glitter, to spice up the look.

Promote eco-friendly shopping. Instead of putting your customers’ purchases in plastic or paper bags, why not provide them with reusable canvas shopping bags? Luntian Bags can custommake such bags for your company. Contact Ichay Bulaong at ibulaong@gmail.com or check out her designs at http://luntianbags.wordpress.com.

Finally, let this Christmas be the start— and not the only reason—for social responsibility. Try to sustain some or all of these tips all-year round, and appreciate the impact your actions will leave around you. ● DECEMBER 2008 • GLOBE MASIGASIG • 5

HOT SPOTS The Bangui Bay Wind Farm is a model for renewable energy in Southeast Asia

Cape Bojeador Lighthouse in Burgos has been guiding seafarers for over a century

LAOAG CITY

Museo Ilocos Norte showcases the region’s traditions in a restored tabacalera

Business is booming in the Sparkling Gem of the Ilocandia

B Y A B B Y YA O • P H OTO S B Y V I N C E N T C O S C O L L U E L A

aoag City, the capital of Ilocos Norte, is the province’s political, economic and education center. With an international airport and an extensive road and highway system, Laoag has infrastructure that is the envy of other northern cities. The Takuat A BASE FOR TRAVELERS

Laoag is earning distinction as a tourist spot. Its central location in Ilocos Norte makes it the ideal jump-off point for tourists wishing to explore the rest of the province. To the south are the Marcos Museum and Mausoleum in Batac, the Juan Luna House in Badoc, and Paoay Church, a UNESCO World Heritage Site. To the north are the salt refineries and biscocho bakery of Pasuquin and colonial-era Cape Bojeador Lighthouse in Burgos. Farther still lie the white sand beaches of Pagudpud and Southeast Asia’s first and largest commercial wind farm at Bangui Bay, which generates 33 megawatts of power for Ilocos Norte. Every February, the city comes alive as the people celebrate Pamulinawen, a colorful festival that showcases floral and dance parades. Other tourist attractions include the Sinking Bell Tower of St. William’s Cathedral and Museo Ilocos Norte. Outside the city center, one can marvel at the La Paz Sand Dunes, which served as a film location for Hollywood hits like Born on the Fourth of July and Mad Max. Nearby, Fort Ilocandia Resort and Casino offers luxurious recreation for both Filipinos and foreign tourists. 6 • DECEMBER 2008 • GLOBE MASIGASIG

Training Center in nearby San Nicolas counts as another advantage for business. Companies planning to set up branches here can tap the training center to conduct a wide range of customized courses, seminars and assessments for prospective employees. However, there is still a need for low and mid-range accommodations for tourists, whose arrivals are expected to increase when the Laoag Convention Center opens its doors next year. Pasalubong centers, as well as other commercial establishments, are also welcome.

A DIFFERENT KIND OF REVOLUTION

These days, the DTI is encouraging micro-entrepreneurs (mostly homebased manufacturers) to merge into cooperatives or corporations. This move will help them take advantage of economies of scale and better market matching. One group that has responded to this call is the Sugarcane Products Producers Association of Laoag. SPPA was formed in 2006 and is comprised of 60 producers. SPPA President Nora dela Cruz, Investors with a third-generation basi (sugarcane capitalization above wine) and sukang Iloko (sugarcane 40 million can enjoy vinegar) producer, shares that basi incentives from the is entwined with Ilocano culture. It city and provincial is served after the pamamanhikan , governments. when a man asks for a woman’s hand

HOT SPOTS in marriage and during wedding receptions. It is also used as an alternative to spirit of ammonia and paracetamol for dizziness and fever, respectively. Basi found a place in history books when the Basi Revolt of 1807 was launched by local farmers. This was after the Spanish colonizers imposed a ban on its production. These days, the only revolution the association knows is the steady rise of their products. As no synthetic fertilizer is used—only cow dung and agricultural waste left over from planting mungo beans, garlic, and corn when sugarcane is not in season—their products are organic and in line with today’s health-conscious market. With a seed capital averaging 25,000 per association member, SPPA strives to raise quality standards and improve product packaging with the help of the DTI. SPPA produces 700,000 liters of vinegar and 300,000 liters of basi annually. They hope to increase these figures with the BFAD approval and the implementation of barcoding by next year. Under SPPA’s Pamulinawen brand, the designated OTOP of Laoag City, sukang Iloko retails for 40 per liter while basi retails for 50 per 350ml bottle. Availability is still limited to selected outlets in the provinces and Manila such as Picky Moms’ Seafood and Deli at Tiendesitas, Pasig City. SPPA also offers arak ti basi, the distilled basi similar to vodka; and mola-rocks, or panutsa in Tagalog. Distributors looking to cash in on these unique concoctions are welcome to get in touch with the association through the DTI.

CRUNCHY TREATS

Even with limited capitalization, other food producers in Laoag enjoy success in the city. Gladwyn dela Cruz of Zsa-Zsan’s Longganisa and Meat Products (mobile: 0905-2592951; e-mail: g_delacruz@yahoo.com) reveals that while the longganisa business has slowed down since mid-2007 (due to increased competition), the sale of bagnet (the Ilocano version of the lechon kawali) is going strong. Entrepreneurs who want to invest in this crunchy delicacy are welcome to inquire with the DTI.

A HAVEN FOR BALIKBAYAN

Laoag is home to many visiting Hawaiianos, descendants of Ilocanos who migrated as workers in the plantations of Hawaii. Acccording to the DTI, there are opportunities for the construction of retirement homes and villas in the outskirts of the city, with ample mountain and seaside locations suitable for these. In a city where kalesas and tricycles share the road, the past and present meet in Laoag, where the growth potential in food and tourism make it worth considering for business and leisure. ●

Ilocos’ best: sukang Iloko is the perfect match to their garlic-ﬁlled longganisa

Stunning Fort Ilocandia has 280 deluxe rooms and an 18-hole golf course

Gilbert Bridge, the entrance to the city

DID YOU KNOW THE SINKING BELL TOWER OF ST. WILLIAM’S CATHEDRAL

Nora dela Cruz brings her family’s basimaking tradition into the 21st century Takuat Training Center, a leading training institute in the region

uilt by the Augustinians in 1612, the Sinking Bell Tower of Laoag is one of the tallest and most massive bell towers in the country. Like other bell towers of its time, it was built far from the church to prevent it from collapsing into the sanctuary in case of an earthquake. However, the Sinking Bell Tower is unusually far—more than 80 meters from the cathedral. It is said that the bell tower is sinking at the rate of an inch a year because of its weight and the sandy ground it is built on. Long ago, a rider on horseback could pass through its doors. Now, visitors have to go down the steps and stoop to enter. The bell tower, which leans slightly to the north, is still Laoag’s massive Sinking Belltower is hard to miss in use today.

C O N T AC T D E T A I L S CHARLIE GAOIRAN Sr. Trade and Industry Development Specialist DTI Ilocos Norte 3F Paciﬁc Building, Laoag City 0906-2239847 ILOCOS NORTE INVESTMENT CENTER Provincial Capitol Building, Rizal St., Laoag City http://www.ininvest.com.ph inquiry@ininvest.com.ph; invest.pgin@yahoo.com TAKUAT TRAINING CENTER Brgy. San Marcos, San Nicolas, Ilocos Norte takuat_incorporated@yahoo.com 0906-5387593 DECEMBER 2008 • GLOBE MASIGASIG • 7

HELP LINE given out to employees who sold the most Enchanted Bundles. An inter-store decorating competition was also held to showcase the employees’ creativity. Finally, a social responsibility campaign was launched together with the ‘Galing Mo, Kid’ Program of the Hands On Manila Foundation, which secured scholarships for selected students and took them on a trip to EK.

You’ll have to do better than these to attract shoppers this Christmas.

Best Business Gimmicks for Christmas

Lessons learned from some of the best marketing moves ever employed B Y J E M P S G A L L EG O S

ccording to news website MSNBC.com, consumers reportedly spend about half their total annual disposable income during Christmas season. But while they are more willing to part with their money at this time of the year, on the other side of the counter, businesses have to put in the work to deck their halls with aggressive promos guised in Yuletide cheer. Some deliver it better than others, such as these three wise merchants who share how they are able to turn the holiday hoopla into ringing registers. TAT E R S A N D C H I M A R A’ S “ENCHANTED TREATS”

From November 16 to December 31, 2007, snack stall Taters’ marketing maven Brian Tanchanco partnered with amusement park Enchanted Kingdom (EK) and beverage company Pepsi to launch a promo entitled ‘Enchanted Treats’ in all Taters and Chimara stores nationwide. 8 • DECEMBER 2008 • GLOBE MASIGASIG

WHAT HE DID: For every purchase of an Enchanted Bundle (a popcorn and drink combo worth 220) at any Taters or Chimara branch, customers got a free ticket to EK (each ticket was worth 380). On the other hand, EK gave away free popcorn and drinks for customers who bought two tickets. Brian’s employees also donned special shirts and wizard hats, and incentives were

WHY IT WORKED SO WELL: “What made this promotion successful was our holistic approach to involve everyone,” Brian explains. After all, customers enjoyed a very good deal, the employees were rewarded for their efforts, and there was the social impact of helping out less fortunate children. “By partnering with EK, we also increased our market awareness and promotional reach since we were able to attract guests from EK,” said Brian. The results: The stores sold 4,320 Enchanted Bundles within the promo period, helping the store recover from months of setbacks. Thanks to the InStore Incentive Contest, the company reached achievement ratios of up to 122 percent (based on the number of bundles sold versus the estimated trafﬁc in each store). And finally, the InterStore Enchanted Décor Contest helped draw walk-in customers, many of whom ventured inside to take photos. “Finally, we were able to generate 134,000 for our ‘Enchant the Kids’ campaign,” says Brian. APPLY IT TO YOUR BUSINESS: Involve not only your business but also other companies to expand your network and increase your marketing reach for your promotion. More heads mean more ideas; more ideas mean bigger opportunities; bigger opportunities mean bigger income!

GREAT EXPECTATIONS AT FUZION

Just like Mr. and Mrs. Santa, the hardworking husband and wife team of Jerome and Meredith Uy continuously churn out bright and shiny new innovations at their Fuzion restaurants. WHAT HE DID: “We always make sure to offer something new during the holidays. In Christmas 2006, we offered a new line of alcoholic smoothies. In 2007, we launched a new line of rich smoothies, and they, too, became a huge hit. Both lines were subsequently incorporated to our regular menu and have become regular classic favorites. This year, we’re introducing

HELP LINE Hotties—new tea lattes and chocolate drinks. As with our other successful new products, we hope they will become instant hits that will be mainstays in our regular menu,” says Meredith.

GETTING FROSTED AT CUPCAKES BY SONJA

As if her tiny, iconic store in Serendra needed any more magic, the shy but savvy Sonja Ocampo of the trailblazing Cupcakes by Sonja goes all out to celebrate Christmas.

WHY IT WORKED SO WELL: By introducing drinks that are Christmas-themed yet have the potential to be classic yearround favorites, Fuzion turned TATERS’ & CHIMARA’S ‘ENCHANTED’ a holiday gimmick into GIMMICK a permanent improvement and expansion in their concept and menu. APPLY IT TO YOUR BUSINESS: Come up with a gimmick that you can invest in and eventually become a mainstay in your business. Get inspired by these clever business moves in crafting your own Christmas promo. Get creative and have a game plan. Be sure to involve your customers and employees, as they will ultimately make your promo succeed!

The stores sold 4,320 Enchanted Bundles within the promo period, helping the store recover from months of setbacks. And they were able to generate 134,000 for their ‘Enchant the Kids’ campaign.

WHAT SHE DID: “Last Christmas, we installed a snow machine in the store that churned out anything—from tiny drops to a blizzard effect. We did it from December 1 until January 15. It was such a hit, we’ll be doing it every year!” she relates. WHY IT WORKED SO WELL: “It was very unique; it’s never been done before, and it appealed to all ages. It added to the feeling of Christmas and to the nostalgic theme surrounding cupcakes but in a Christmas setting. Our walkins increased, and a lot of people came to take pictures. The snow allowed customers

to experience something we never get to experience here!” says Sonja. APPLY IT TO YOUR BUSINESS: Do a gimmick that is unique and has a universal appeal. Your customers will feel that you want them to experience something different, as opposed to just doing gimmicks that merely focus on getting them to spend more. It shows that you want to make them happy, most especially at this special time of the year. ●

Christmas entails additional preparation and more coordination. Save up to 50% on call costs with

BUSINESS LOOP

for outgoing calls to registered Globe Postpaid, Prepaid, and Globelines subscribers.

For details and inquiries, call the Globe Hotline 730-1288, or 1-800-8-730-1288 (toll-free via Globe); or visit www.sme.globe.com.ph or go to any Globe Business Center or Globelines Payments and Services Centers.

FRANCHISING 101

HOW DO I MAKE MY FRANCHISE STAND OUT?

Identify what makes your company different so you can easily sell to franchisees

which caters to the working class but also has luxury spa goers as regular clients. At Big Apple Express Spa, one can get a foot massage for only 49 and a body massage for 299, but with the same says one can also stand out quality found in high-end in terms of packaging, the spa facilities. investment required, and the support provided to 3. Continuously improve. franchisees. Water refilling station 2. Price your products A q u a b e s t s t a n d s b y competitively. One of the the age-old formula for points that will surely set you success: raising standards apart from other franchise of excellence. They were models is your pricing t h e f i r s t l o c a l w a t e r strategy and it all depends refilling station to apply on the market you want to a n d g e t I S O 9 0 0 1 2 0 0 serve. “Our price points are c e r t i f i c a t i o n , a s s u r i n g very affordable,” says Victor consumers and franchisees Fernando, Franchise Director t h a t t h e i r s y s t e m s a r e for Big Apple Express Spa, world-class.

ow do you make your franchise business stand out from the competition and win customers? Some franchise owners provide us with valuable insights: 1. Offer a unique concept. Your product or service must possess a characteristic that will set it apart. Monibel Dychiao of Steak MD, for instance, says hers is the only steak business that lets customers choose the ﬂavors for their steaks. “It’s more customized,” she explains. “Whether y o u w a n t h o t and spicy, sweet or garlicky steak, may choices ka, mas masasagot yung cravings mo,” she shares. On the other hand, Armando Bartolome of GMB Franchise Developers

BY MARJORIE DUTERTE

4. Have a business with and we give special rates for a h e a r t . O n e o f t h e medicines for that purpose,” characteristics that can set says Ferrer. Giving back franchises apart from the resounds well with customers rest is the area of corporate and franchisees. social responsibility. For T e o d o r o F e r r e r , o w n e r Employ these key points and of G e n e r i k a , a growing you are on your way to making drugstore leader of quality your franchise stand out. ● generic medicines, says, “It’s not just business for us but it’s a way of helping The the community.” Association of Filipino They provide free Franchisers Inc. consultation, (AFFI) seeks to tooth extraction, professionalize and and eye checkup, standardize the local among others, franchising at least once or industry. For twice a month in more details, their respective log on to www.afﬁ.com.ph. locations. “We hold medical missions

BEAUTY BUILDS AN EMPIRE BY IZA SANTOS PHOTOS BY JUN PINZON

ictoria Belo, MD—more popularly known as Dr. Vicki Belo—knew she wanted to be a dermatologist ever since she was young. As a pimply—and overweight—teenager, she had hopped from one dermatological clinic to another, only to end up more pimply and upset. “The creams they put on my face were so rich, they were for older women with more mature skin,” she explains. “I was just a teenager with oily skin, so the stuff they used just aggravated the problem.” She recalls, thinking back then: there ought to be a facial center that expertly caters to specific needs. So in August 1990, equipped with a degree in Medicine and Surgery from the University of Santo Tomas and a Diploma in Dermatology from the Institute of Dermatology in Bangkok, Thailand, plus several trainings in the United States, Vicki opened her first clinic at the Medical Towers in Makati City. It was a gift from her parents, who initially wanted to buy her 100 square meters of space, but Vicki told them she was happy with only 44 square meters. “I was so insecure,” she confesses. “If it’s too big and I only have one patient then I would look so kawawa. But if it’s small, it would still look full even if there’s only one patient.” For the first two days, the clinic was empty. Business trickled in on the third day, mostly family and friends, whom Vicki did not charge. Soon, word-of-mouth helped pick up traffic in the first year, pushing Vicki to buy and rent spaces beside and across her clinic.

VICKI BELO: “My biggest challenge now is to get the point across that Belo is not expensive, not intimidating.”

INNOVATIVE EDGE

But Vicki wanted more. Knowing that pioneering products and services get better attention in any business venture, she started importing laser technology that treated various skin disorders, which impressed her customers and eventually became her claim to fame. But what finally catapulted Vicki to nationwide renown was liposuction. Radical yet painless, the non-surgical, fat-reducing treatments were a hit. “Patients like it because they stay awake throughout the procedure; it’s quick, and they can even go shopping right after,” she says. Today, Belo Medical Group (BMG) continues to be at the forefront of pioneering dermatological procedures. Last year, Thermage International—the world’s premier medical device company for aesthetic applications—named Vicki as the doctor who has performed the most number of Thermage procedures (an advanced antiaging face-lift procedure that uses radio frequency technology) in the whole world. For Vicki, the citation—which also came with a $10,000 grant for marketing and research—is proof that Filipino doctors are now at par with other medical practitioners worldwide in terms of cosmetic dermatology.

NO SUCH THING AS BAD PUBLICITY

For the first four years, the clinic thrived on public relations and word-of-mouth advertising. Then in 1994, talk show host Johnny Litton invited Vicki to guest in his famous television show, CONTACT DETAILS: Oh No, It’s Johnny! “After Westgate Center, Filinvest Alabang, that, my phone never Muntinlupa • 0917-8409275; stopped ringing. I had 51 Connecticut St., Northeast Greenhills, San enough patients for Juan • 0917-8913762; Suite 901 Medical Plaza. the whole year sa Amorsolo cor. Dela Rosa Sts., Legazpi Village, Makati dami ng tumawag!” • 0917-8398182; 5/F Rustan’s Makati, Ayala Avenue, she recalls. It was Makati • 0917-8541529; L/G The Podium, ADB Avenue, because of the Ortigas Center; 305 Tomas Morato Ave. cor Sct. show that sexy star Madriñan St., South Triangle, Quezon City • 0917Rosanna Roces came 8320576; Level 3 Trinoma Shopping Mall, North to know of Vicki. “I Avenue, Quezon City • 0917-8635572 had done [work on] so Website: www.belomed.com

10 • DECEMBER 2008 • GLOBE MASIGASIG

MAKEUP BY MARIFE R. MORDIDO

CELEBRITY RAKETSRAKETS CELEBRITY

CELEBRITY CELEBRITY RAKETSRAKETS many celebrities already at that point, but nobody would admit. Everybody was so quiet. And then [Rosanna] came out in the media looking so healthy and sexy. It generated a lot of free publicity,” she admits. Business got to be so good that she was able to open her second branch in Alabang that same year. Currently, BMG also has freestanding clinics in Greenhills, San Juan and Tomas Morato, Quezon City; mall clinics in Rustan’s Makati, The Podium in Mandaluyong, and TriNoma in Quezon City; and a booking office in Subic Bay, Olongapo City. BMG is set to open in Ayala Center in Cebu before the year ends, and is already working on putting up international clinics in Dubai, Singapore, and the US West Coast. “We decided to expand to the malls so that we can be more accessible to people who want to avail of our services,” Vicki shares. “w Belo is the first ambulatory surgical center outside the hospitals, certified by the Department of Health and the Department of Tourism,” she proudly adds.

T H E WA G E S O F SUCCESS

Sexy Vicki is her company’s number one spokesperson

BEAUTY FOR EVERYONE

Because of BMG’s impressive growth—and its even more impressive roster of celebrity endorsers—many people think that the clinic is only for the A-list. “My biggest challenge now is to get the point across that Belo is not expensive, not intimidating,” Vicki shares. “Most feel na pang mayaman lang yan, pang artista lang yan. It’s not really true!” In reality, Vicki shares that celebrities comprise but 10 percent of BMG’s regulars; the bulk of her customers are the working class—flight attendants, teachers, salesgirls, mothers, and their daughters. “These are the people that I really want to help, so I make it a point to keep my prices affordable,” Vicki explains. “For example, our laser hair removal procedure is only 4,000; if you go to other centers, it’s 5,000 to 10,000. And in all of BMG’s 18 years, I’ve never raised the price of sclerotherapy (a treatment for removing varicose veins). Other centers charge 18,000 to 20,000, while mine is only 2,000!” Belo also has a number of noncelebrity balikbayan patients who heard about Vicki through the TV show, Belo Beauty 101, which airs on The Filipino Channel (TFC).

She started with lasers for the skin, which impressed her customers and eventually became her claim to fame.

Inevitably, the media attention Vicki Belo and BMG are currently enjoying is drawing flak from different groups and individuals, the first of which were from colleagues in the medical profession who frowned upon her advertising. “But if you check the rules of the Philippine Medical Association (PMA), you can advertise as long as you are introducing a new service and you’re not saying that you are the best or the only one,” Vicki points out. But it is the annoying tittle-tattle that really hits her nerves. “The challenges were the rumors. There’s a lot of backbiting. So many people are saying that I am not a doctor, that this patient died, it’s so magulo!” she sighs. “My mistake was to answer these backbiters. From what I’ve learned, the more you acknowledge, the bigger it gets.” So then she later decided to just improve the clinic and its services to prove the bad publicity wrong. “Bottom line is, you can have all the degrees in the world and all the letters after your name, but if you’re not delivering results to the patients, then it’s useless.” Vicki then singled out one that almost made her quit: the rumor that one of her patients died under her knife. She was in the U.S. that time, and totally helpless as the story spread like wildfire. “I said, ‘Ayaw ko na. I’m so tired! I can’t keep doing this.’” Fortunately, a month afterwards, the Philippine Daily Inquirer came out with a story, naming the real doctor responsible for the negligence, thereby relieving Vicki of the unmerited accusations.

A BREAKTHROUGH WITH BELO ESSENTIALS Belo Essentials’ whitening line ﬂew off the shelves within weeks of its launch

LAST YEAR, Vicki realized yet another dream: tapping the masa premium market through Belo Essentials, a skin whitening line that she launched last year. It is marketed by Vicki’s youngest daughter, CRISTALLE, under Intelligence Skin Care Inc., a separate family-owned corporation. In its ﬁrst year of business alone, Belo Essentials was already named Breakthrough Product of the Year by SM and Best In Bath Soap Category by Watsons, besting more established brands. Belo Essentials recently launched its new facial creams and toners to complete the ﬁrst line of whitening products. Vicki explains: “I wanted a skin care line that can specifically address the concerns of each Filipina. I wanted to bring the Belo skin care expertise to every Filipino home, at a more affordable price.” ■

CUSTOMER CARE

Vicki says customers remain loyal to BMG because the company offers consistent quality service, coupled with very warm hospitality. “I always make sure that I choose the best doctors to join our group because I want my patients to feel taken care of and safe in our clinics,” Vicki shares, adding that she personally does patient consultations once in a while. Belo patients are sent cakes on their birthday and enjoy exclusive promos with beauty companies like Obagi. Follow-up care calls or text messages are other ways BMG customers are pampered. continued on p26

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HOT NEGOSYO

THE RIGHT TOUCH Two young entrepreneurs are taking the business of home beauty servicing seriously M A R I - A N

C .

S A N T O S

LOVELLA CANTOS: “People love to look good, feel clean, and feel great. So despite the economic conditions, this will be their way to treat themselves and relax.”

• P H O T O S

B Y

J U N

P I N Z O N

ANGELA HERNANDEZ (with husband Rico): “Make sure your therapists have a good attitude because they are your company’s representatives. If you have happy and satisﬁed therapists, you are always able to render high quality service to your clients.”

CONTACT DETAILS: Celebrity Nails Mobile: 0917-9188209

AA Masaje @ Home Mobile: 0917-885-8000 E-mail: info@masajeathome.com Website: www.masajeathome.com

he business of bringing beauty and wellness to the convenience of home is not new. As children, it was common to see “strangers” come to our houses with their bags and baskets ﬁlled with bottles of nail polish to work on our mothers’ nails, or with towels and oils to do massage. From being lone agents, home service groups eventually formed. These companies employ a roster of massage therapists and nail technicians, deploying them to their clients’ houses on demand. SPA FANATICS

One such home service entrepreneur is 29-year-old LOVELLA CANTOS, who started CELEBRITY NAILS in November 2007. “I love going to a spa at least twice a week,” she explains. “But going there took so much time and effort—not to mention more expensive because of the high price of gas—that I eventually had my massages done at home.” Once, she asked her masseuse if they offered manicure, pedicure, and foot spa home services. “She said they did, 12 • DECEMBER 2008 • GLOBE MASIGASIG

but it was not their mainstream business. Right then and there, a business idea was born” says Love. Convenience was also the reason why 28-year-old ANGELA HERNANDEZ and her husband RICO put up AA MASAJE @ HOME in March 2008. “My husband and I are spa enthusiasts, but because of our busy schedule, we usually do not have time to go to these premise-based spas,” says Angela. “Plus, my husband wanted his massages done at home so that after the session, he can just go straight to sleep.”

HIGH DEMAND

The demand for at-home pampering goes back to human nature. As Love says, “People love to look good, feel clean, and feel great. So despite the economic conditions, this will be their way to treat themselves and relax.” As their numbers show, quite a lot of people need to be pampered. In the case of AA Masaje @ Home, they get 850 bookings in a month! Andrea opines: “Health and wellness and rejuvenating from a stressful day is deﬁnitely not a fad. Everyone needs it; it’s one of the things no one will ever get tired of.”

MAKEUP BY YEN UY

B Y

HOT NEGOSYO Petals, essential oils, and imported polish complete the spa-at-home Celebrity Nails experience.

Full-time Celebrity Nails nail technicians have touched many a celebrity’s toes!

Angela is mother hen to her AA Masaje @ Home therapists.

AA Masaje @ Home buys wholesale and repacks them in these branded bottles.

WORKING FOR PLEASURE

innovating and providing the needs of the Andrea and Rico personally distributed flyers For Love, it was quite by design that both her market,” she says. Her bestsellers are the Hot in nearby condominiums and subdivisions. “We household helpers know how to do manicure Nails Package (inclusive of a manicure, pedicure, even had to pay the fee of some residential and pedicure. “I looked at how good their skills and foot spa) and the Pampered Package associations,” she adds. are, was impressed, and hired them,” she says. (which, aside from the abovementioned, Love also relies on flyers, and she advertises Still, Love had the two undergo training with a includes an hour-long foot reflex). in monthly community papers like Red Hot professional nail technician because “I believe For Andrea, the key to success is in human Chili Paper and Street Talk. that each person can always improve herself.” resource. “Make sure your therapists have a But both women say that their main She says she spent 50,000 as initial capital to good attitude because they are your company’s advertising tools are technology. “I advertise in purchase two sets of foot spa machines, two representatives. If you have happy and satisfied sulit.com.ph, Multiply.com and Friendster.com. sets of foot scrub implements, imported nail therapists, you are always able to render high People nowadays are [tech-savvy and they polish, imported nail art stickers, towels, and quality service to your clients,” she advises. constantly] surf the net more than [they] read other materials. To save on costs, she used her papers,” says Love. Andrea, on the other hand, put own car and drove her staff to their client’s MARKETING THROUGH TECH up her own website (www.masajeathome.com) place. Now, Celebrity Nails has 11 nail technicians One of Angela and Rico’s initial challenges was to give clients a better idea about their range of (six full-time and five part-time), one driver to promoting the business. “Because we were services. She also advertises in websites such as drive technicians to clients, and a secretary. home-based, we did not have a storefront The Concierge, ClicktheCity.com, hotfrog.ph, Research also plays an important role. Andrea where customers could see what we were 88db.com, quezoncity.com/m_directory, sulit. and Rico interviewed therapists from other offering,” Andrea explains. To solve this, com.ph, and adpost.com. “Good thing these companies to find out the good and the bad of internet ads are free of charge,” she says. Give customers a number they won’t forget the business: “We learned that many therapists Andrea also texts her clients whenever she weren’t well-compensated,” she says. “This has a promo. “Our business won’t survive without Apply now for a Globe landline and get a situation really pushed us to start the business a cell phone. Forty-five percent of our business as soon as possible so we could also help these comes from cell phone bookings,” she shares. therapists out. We wanted them to have a good ● Free NDD within Globelines network and rewarding job with a sincere employer.” PEOPLE PLEASERS 5.00/min for NDD calls to other ● Spending less than 100,000, the couple Still, both Andrea and Love agree that networks furnished the second floor of their existing the best form of advertising is word-of12.50/min calls to mobile (Globe, TM ● money changer shop to serve as the staff mouth endorsement. Good service equals and other networks) house of their six therapists. They bought foot recommendations from clients. Thus, customer For details and inquiries, call the Globe Hotline 730-1288, or 1-800-8-730-1288 spa machines, paraffin machines, towels, oils, feedback is of utmost importance. After each (toll-free via Globe); or visit and other similar materials. Because they hired Celebrity Nails session, a customer is given a www.sme.globe.com.ph or go to any experienced therapists, there was no need to Globe Business Center or Globelines comment card to fill out. Andrea, on the other Payments and Services Centers. conduct training for them. To standardize their hand, has instructed her secretary to randomly service though, “We spent a call clients for feedback. whole day exchanging skills from different therapists and finalizing a THE HORIZON Sharing what they have learned so far, these women standard procedure to be followed Today, both entreprenuers are dish out advice to would-be spa entreps. by all therapists for uniformity.” setting their sights on expansion. Both entrepreneurs were able ■ Buy your supplies by bulk. “There are shop within the business area. You can “We want to expand the home lots of companies selling spa materials and get a place at the outskirts of your target to recoup their investment after massage oils at wholesale prices,” Andrea market. What’s important is to provide service by putting up branches in three months. shares. These suppliers can be found at your therapists with a healthy and Makati, Parañaque, and Quezon City early next year. Franchising will online classified ads websites such as decent place to stay.” www.sulit.com.ph and www.ph.88db.com. KEEPING THE EDGE be offered very soon,” says Love. ■ Love says continuous training Love says that Celebrity Nails’ While Andrea, observing such rapid selling point is that it never stops ■ Location for your headquarters is should be given to technicians. Even growth in such a short amount of vital—especially considering the cost if this means more expenses, it will improving its services. “The time, recently extended services to of transportation and time constraints. also ultimately mean more business, if competition is tough, so the only Andrea says “You don’t need to get a done right. ● Makati, where they also house an way we can survive is to continue additional six therapists. ●

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Recipes for Success

DECEMBER 2008 • GLOBE MASIGASIG • 13

COVER FEATURE

SMEs TAKE CENT T

From launching pioneering products to sealing exciting new partnerships— Globe Business is champi oning the needs of SMEs

his 2008, Globe Business further committed itself as every SME’s trusted partner in business. From Luzon to Mindanao, in hotel ballrooms and trade show halls, meeting entrepreneurs and top company honchos—we were there and everywhere.

Offered Relevant Products to SMEs and Formed Strategic Alliances with Key SME Organizations

Globe Business recently partnered with three rural banks namely, GM Bank of North Luzon, Taytay sa Kauswagan of Visayas and Green Bank of Mindanao to launch the ENHANCED MICROASENSO! TEXT FACILITY. By just sending an SMS, entrepreneurs can now access these banks’ list of branches and contact information, recieve information about their loan programs, and check on their loan eligibility.

lobe launched pioneering products, from faster and more efficient ways to monitor inventory, to a text-based facility that will enable microentrepreneurs to apply for business loans with just a few clicks on the cellphone. For a rundown of Globe Business’ other innovative products and services, check out the High Tech section on page 25. In addition, Globe stepped up its partnerships with key government organizations and private business groups to reinforce its commitment to SME development. ●

GLOBE TIE UP WITH GeBO FOR GeMS. Globe Business tied up with GLOBAL EBUSINESS OUTSOURCE (GeBO), a Philippine-based Business Process Outsourcing company, to bring Global eMedical Solutions (GeMS), a web-based system application that will help medical clinics fulﬁll efﬁcient clinic and billing management and securely access medical records, equipped with 24/7 technical support. Globe Business commits to support the products, services and entrepreneurial spirit of the franchise industry. Sealing the deal with a handshake— ALAIN SEBASTIAN of Globe Business and ROMMEL JUAN of the ASSOCIATION OF FILIPINO FRANCHISERS INC (AFFI).

TESS NGAN TIAN of Lots’A Pizza (above) was one of the ﬁrst customers who availed of Globe Business’ INVENTORY ORDERING SYSTEM (IOS). 14 • DECEMBER 2008 • GLOBE MASIGASIG

Globe and the DEPARTMENT OF TRADE AND INDUSTRY (DTI) recently cemented an exclusive three-year partnership that is geared towards improving the Micro, Small and Medium enterprise (MSME) through various projects such as the Masigasig Awards and the set-up of broadband kiosk in 10 DTI centers nationwide.

COVER FEATURE COVER FEATURE

ERSTAGE in 2008 G

Empowered SMEs through Business Seminars

lobe Business traveled all the way from North Luzon to Mindanao to give talks on business and technology. Over 1,000 entrepreneurs—micro, small and medium—attended these seminars, which were also held in partnership with various private institutions. ●

PDB-SME TOOLKIT ROADSHOW. Globe Business and PDB held a series of roadshows to encourage SMEs to appreciate the beneﬁts of technology and the Internet. INTEL – MBA ROADSHOW. Globe Business team af North Luzon discuss the beneﬁts of broadband in business GLOBE BIZ FORUM: A series of business advantage seminars that brings together 50 privileged SMEs from each of the 5 regions (North Luzon, South Luzon, Greater Manila Area, Visayas and Mindanao), conducted b y r e n o w n e d marketing and sales gurus.

THE COLAYCO FOUNDATION, together with Globe Business, launched PISOBILITIES, a Personal Finance Program for Small Entrepreneurs. Together, they educated entrepreneurs on how to achieve business success through ﬁnancial independence.

Globe Business partnered with leading newspaper BUSINESSWORLD for its 3rd Entrepreneurs Forum Series, whose objective is to provide a venue for entrepreneurs to fortify their knowledge and establish networks that will be helpful to their business. DECEMBER 2008 • GLOBE MASIGASIG • 15

COVER FEATURE

Recognized the Achievements of SMEs What better way to champion SMEs than to give credit where one is due.

ast July 2008, the awarding ceremony of the 2008 Most Outstanding Micro, Small and L Medium Enterprises (MSME) and the ﬁrst ever Globe Masigasig Awards were held at the Megatrade Hall of SM Megamall.

This nationwide search— a collaboration between Globe Telecom and the Department of Trade and Industry—was set up to recognize determined and persistent entrepreneurs who are motivated to succeed despite difﬁcult circumstances, as well as give recognition to those who have excelled as a result of the assistance provided by government agencies and/or private institutions.

Globe suppor ted this year’s Awards, an annual project of t h e N AT I O N A L L I V E L I H O O D DEVELOPMENT CORPORATION (NLDC), the government wholesale lending arm that supports MSMEs in Agrarian Reform Communities, the 2008 SIPAG AWARDS gives top honors to microﬁnance institutions (MFI) and microentrepreneurs who have shown exemplary performance and accomplishments in loan portfolio management, outreach, credit worthiness and project sustainability.

ENTREPRENEUR OF THE YEAR. Globe supports Ernst & Young’s Entrepreneur of the Year Awards as it honors six extraordinary entrepreneurs who struggled to succeed in their own niche. The winners for the recently concluded awards ceremony are (from L-R): WILFREDO TAN of Hausland Development Corporation, Realty and Construction Entrepreneur Award; ABELARDO TOLENTINO of Aidea Philippines, Innovation Entrepreneur Award; MARIA ANGELA VILLALBA of Unlad kabayan Migrant Services Foundation, Social Entrepreneur Award; WILFRED UYTENGSU, JR. of Alaska Milk Corporation, Master Entrepreneur Award and Entrepreneur Award of the Year; MARGARITA FORES of Cibo, Inc., Woman Entrepreneur Award; and RAJO LAUREL Enterprises, Small Entrepreneur Award.

MASIGASIG AWARDS. (From L-R) MARIDOL YLANAN of Globe Business; MARITES UY of Zaragoza Foods, Masigasig awardee for Mindanao; NARCISO MOSUELA, SR. of Natomo Manufacturing, National Masigasig awardee; LLORA REYES of Capiz Multi-Purpose Coop, Masigasig awardee for Visayas; MERLE CRUZ and DANNY FLORO of DTI, and VIRGILIO ANGELO, Chief Executive Ofﬁcer of SBC

A s i d e f r o m a t r o p h y, TATA C I S O o f N a t o m o Manufacturing took home 50,000 in cash, a laptop plus one year free subscription to Globe Visibility, and a mobile phone, also with one year free postpaid subscription.

Capiz Multi-Purpose Coop., led by LLORA REYES, is the regional winner for Visayas.

(TOP) Globe awards Woman Entrepreneur MARGARITA FORES (third from left) the “ Masigasig Award” for her persistence and determination in achieving business success.

MARITES UY of Zaragoza Foods receives the award as regional winner of Mindanao. 16 • DECEMBER 2008 • GLOBE MASIGASIG

Read Gaita’s story (and her business tips) in the June 2008 issue of Masigasig magazine.

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COVER FEATURE

Rewarded SMEs with Appreciation Nights G

lobe’s top small and medium enterprise clients from all over the country were invited to a feast in honor of the Filipino business spirit. According to Globe Business Head GIL GENIO, these affairs were a chance for Globe to recognize and value its loyal customers. ●

t was a very special night as Globe recently honored its top Visayas small and medium enterprise (SME) clients via the Globe Business’ Appreciation Night at the Waterfront Cebu City Hotel and Casino last November 7.

he country’s top small and medium entrepreneurs took time off their busy T schedule to attend Globe’s appreciatiion night at the Blue Leaf Events Pavillion in Fort Bonifacio Global City, Taguig last July 16.

MARIDOL YLANAN (middle) and keynote speaker, world-famous furniture designer KENNETH COBONPUE (far right) lead the toast for Globe and Visayas SMEs very successful partnership with a unique Globe drink specially prepared for the event. With them is program host CATHY AYA-AY (far left).

From left: PAULETTE VILLAFLOR, RONNIE ROLDAN, JEROME YNTIG, MARIDOL YLANAN, Mandaue City Mayor JONAS C. CORTES, AILENE AVERION, and president and franchise owner of Hyundai Visayas and Northern Mindanao EDWARD ONGLATCO. (TOP) GAITA FORES (3rd from left) of Cibo, Masigasig Awardee and chef of this night’s special feast, dropped by the affair

(LEFT) JOLINA MAGDANGAL poses with GIL GENIO, Head of Globe Business and MARIDOL YLANAN, Corporate and SME Segments Head, Globe Business

Standing: MARIDOL YLANAN, AILENE AVERION and RONNIE ROLDAN; Seated: Tagbilaran City Deputy Mayor and Owner and President Miravilla Resort and Restaurant MARIANO UY, Consultant and Liason of Cebu Government FRANCISCO “FRANK” JAPSON.

MARIDOL YLANAN with Bella Vista Hotel and Avatar Fashiion Accesories Owner BUTCH CARUNGAY

t was a night like no other as Mindanao’s top small and IBusiness, medium enterprise came in full force to attend Globe Appreciation Night at the Marco Polo Hotel in

Davao City last October 29.

GIL GENIO (middle) with Philippine Chamber of Commerce Chairman JOEL TUGADE, Synchar Hotel Owner ABUNDIO MERCED, French Restauranteur CLAUDE LE NIENDRE and son ALEX 18 • DECEMBER 2008 • GLOBE MASIGASIG

GIL GENIO (right) and keynote speaker and Philippine Fresh Fruits Corporation Vice President EDWARD PUYOD lead the toast with a unique Globe drink specially prepared by Marco Polo Davao for this event.

iPhone winner young entrepreneur, BRAEDEN YU of JHY Sine Vision (middle) and LLOYD YU and GIL GENIO

BATANG NEGOSYANTE

SERIOUSLY

CEREAL ‘‘N BY

K AT R I N A

TA N

•

PHOTOS

MARK

CHES

ANG

In a country where rice is the staple food, a group of friends dared to open a dessert café that offers nothing but cereals utting Hill.” “Banana Jones and the Temple of Doom.” “Mint Joe Black.” While these names may sound like the punchline of a movie joke, they are actually names of some of the desserts offered by CEREALICIOUS, the ﬁrst and only cereal café in the Philippines. “We wanted a menu that would leave an impact on our customers,” explains CRISSY BALATBAT, one of the owners. “And since our primary target market is students, we decided that the names should be funny and memorable. So far, it’s worked out pretty well—we’ve found out that some of our customers would order a certain dish simply because they liked the name!”

MAKEUP BY ARCHIE TOLENTINO

A NOVELTY VENTURE

CRISSY BALATBAT (seated 2nd from left) with partners: “Our very ﬁrst branch in UST is still our top-performing outlet, making anywhere from 16,000 to 23,000 a day, which isn’t bad for a small snack store.”

The idea for Cerealicious came from Crissy’s friend CHARLENE FALCIS, who learned that cereal bars in the United States were amassing a considerable following because of their unique cereal and topping combinations. “I felt that a similar concept would do well in the Philippines, since cereal brands have such a substantial presence in grocery stores,” Charlene shares. “Plus, I wanted to put up something that wasn’t locally available yet.” She immediately invited Crissy and two other friends—NATASHA TABUCAL and ANDREW VARONA—to partner with her. The quartet’s first concern was how to introduce the cereal café concept to Filipinos, who were primarily rice eaters. “Cereal is just not part of the local diet, unlike rice, which Filipinos even eat for breakfast,” explains Crissy. “We had to inﬂuence the mindset of the Filipino market when it comes to incorporating cereal into their diet.” DECEMBER 2008 • GLOBE MASIGASIG • 19

BATANG NEGOSYANTE So from March 2005 until the end of the year, the quartet spent 300,000 on product acceptability tests—talking to people from various age groups, asking them what they thought about cereal bars, and conducting taste tests. “We also wanted to pinpoint who our actual target market would be,” admits Crissy. “While practically people of all ages enjoy cereal in the U.S., we didn’t want to assume the same thing in the Philippines. Most of the time, moms are the ones actually buying the cereal here, but that doesn’t necessarily mean they’re the ones eating it. So we conducted surveys with children, parents, grandparents, etc. As it turns out, there is an untapped market of cereal eaters in the Philippines—kids and students, aged seven to 22, who are more inclined to eating cereals.” Emboldened, the partners then held Focus Group Discussions with students from various schools. “We ﬁgured that students are a good market because they are adventurous, creative, dynamic, and fun—pretty much the same image we want for our brand,” Crissy shares. At the same time, they started research and development, coming up with and refining cereal combinations, designing their professional logo, producing their mascot, and accomplishing all the required business documents and licenses.

THE FIRST OUTLET

Customers enjoy cool treats in Cerealicious’ Robinsons Galleria branch

“We constantly brainstorm for innovative, new products, and test all ﬂavors as a group before rolling them out in our stores.”

The Cerealicious team then spent another 500,000 to set up its first café in a parking building within the University of Santo Tomas campus. They also began forging It was a 15-square-meter space relationships with popular that could fit five stools and was Yummy blockbusters (clockwise from cereal brands like Nestle top left): Charlie and the Chocnut designed to look like a cute and cozy Factory, and Kellogg’s. “Despite Frootloose, and Jumango kitchen so customers could feel at being very young home. When they opened in January 2006, they entrepreneurs back then, both companies were offered free samples of ice cream and toppings, ecstatic about the idea and believed in the potential as well as “Buy One, Take One” promotions to of our business in the Philippines,” Crissy says. “To drum up business. Unfortunately, the business this day, they give us discounts, marketing support, wasn’t much of a hit. as well as store opening and event support.” “We were open 12 hours a day but only 30 The improvements worked, and the company to 50 people would go inside,” shares Crissy. was able to recoup its investment in just nine “We were just breaking even up until March, months’ time. The UST branch continues and suffered losses during the vacation months to be their top-performer, now selling 350 of April and May.” to 400 bowls a day and earning a net profit The partners immediately realized they didn’t of 50,000 to 60,000 during the school do enough buzz marketing. “We were an unknown months—enough to tide them over during the brand without a following,” Crissy explains. lean vacation months. Crissy says when business becomes inevitably slow during summer and the MAKING IMPROVEMENTS semestral break, they use the time to look for The group acted immediately. First, they spent ways to continue the business elsewhere, such 25,000 to hire a food specialist to formulate as marketing themselves to children’s parties, a special milk slush for a more delicious sports tournaments, office meetings, etc. cereal base. This new milk was akin to melted The company also promotes itself by vanilla ice cream—tasty without being too distributing flyers to educate the public on sweet—and eventually served to differentiate cereal’s many nutritional benefits, such as Cerealicious’ products from cereal typically being rich in vitamins and minerals, good eaten at home. sources of energy, and low in sodium. 20 • DECEMBER 2008 • GLOBE MASIGASIG

GROWING THE BUSINESS

Today, there are 23 Cerealicious outlets nationwide, majority of which are located inside or within the vicinities of malls and schools. “Students are our primary market, but we also want to reach out to the young professionals and the more adult market so we put up outlets in malls to expose the brand to a wider range of people,” explains Crissy. “Although you can’t rely on repeat customers amongst the constantly changing mall crowds, these areas do tend to attract impulse buyers. On the other hand, schools provide a sure captive market and students are still our best customers.” In June 2006, the company became a franchising and trading company. “The plan was to really establish the business during the ﬁrst year, and then start franchising as a way to quickly expand without spending too much money,” informs Crissy. “Charlene and I also resigned from our previous jobs to devote all our time and energy to the venture. I don’t think we could have built the brand to this level if we still did it part-time.” They also invited two more friends to join the business—KATRINA RONAS-SAGER as Head of Training and LESTER FUENTES as Creative Strategist.

BATANG NEGOSYANTE employees every week, franchise board meetings twice a month, and intensive planning sessions twice a year. The partners also rely heavily on mobile phones and the Internet. “We keep ourselves connected all day—store managers text us their daily sales, franchisees text us their weekly sales, concerns, and other updates, etc. Basically, any issue that comes to us can be attended to immediately, thanks to fast communication,” says Crissy. Even customers can share their thoughts gummi bears with the company via the mobile hotline posted in every Cerealicious outlet. The company also maintains a website (www.cerealicious-ph.com) , where online visitors often suggest cereal combinations and Blockbuster titles, as well as comments and feedback, all of which get reviewed by the partners.

Cerealicious eventually had to rent a 150-square-meter office and commissary to accommodate their increasing inventory. The company currently sells an average of one million pesos worth of goods each month to all their outlets, out of which 80,000 to 200,000 is proﬁt after all expenses are deducted.

KEEPING IT CREATIVE

Cerealicious’ most significant selling point is its ability to create a distinct Customers can choose from over 40 toppings, including dining experience, offering customers and chocolate chip cookies over 30 kinds of cereals and 40 toppings to mix and match. “One time, a customer got so carried away with adding toppings, he ended up spending 150 on a single bowl!” Crissy shares. On the other hand, first-timers who are afraid to experiment can choose from over 25 “Blockbusters,” Cerealicious’ tried and tested cereal combinations. Bestsellers include “Nutting Hill,” a combination of FOR Rows of cereals like the counter Koko Krunch, Choco Kisses, FRANCHISE nuts, marshmallows, and Charlene handles Marketing; INQUIRIES: chocolate syrup; “Jumango,” Natasha manages the CEREALICIOUS a mix of Cornflakes with Administration, Human G/F Remedios Building honey crumble and Resources, and Supply 55 Roces Ave., Brgy Laging mango; and “Harry Butter: Chain; while Andrew Handa, Quezon City Finger of Azkaban,” with oversees the Financials. E-mail: Butterfinger, Honey Crunch, “But sometimes cerealiciouscafe@yahoo.com sprinkles, and chocolate functions overlap—a lot Website: syrup. All Blockbusters are of tasks can’t be done by www.cerealicious-ph.com available in sample Trailer Bowls one person alone, so we all for 50 and Big Blockbuster Bowls pitch in,” attests Crissy. “For with ice cream for 75 to 85. example, when we’re about to launch To keep the market excited, Cerealicious a new product, everyone takes part in the comes out with two to three limited edition research and development. We collaborate on Blockbusters each quarter. Their menu has marketing campaigns and in the preparation also since expanded to offer a number of of promotional materials. Then, we roll these cereal-based desserts such as Cereal Treats efforts out to all of our branches. We always (pastries and sweets), Cereal Splits with consult with one another, but since we each bananas, and Milkshakes, which are drink have our own departments, there’s still adaptations based on their eight bestselling accountability,” says Crissy. Blockbusters. “We constantly brainstorm for “Having a business with a lot of partners innovative, new products and test all flavors as works to our advantage since it brings together a group before rolling them out in our stores,” more ideas, resources, etc,” she adds. “But it’s says Crissy. “But the Blockbusters are still the also harder for more people to see eye to eye all star products—they created buzz for us since the time. That’s why it’s important to maintain the beginning. I think students appreciate our good communication.” Indeed, when it comes concept and creativity. They keep coming to major decisions, the Cerealicious team back to us to check for new Blockbusters and spends time deliberating all the pros and cons any exciting gimmicks or promos. They also before arriving at a solution. It’s not as simple enjoy the feel of our cafés and make it their as saying that majority wins, Crissy explains. If hangout place .” there are disagreements, the team tries to reach a consensus or compromise.

THE MORE THE MERRIER

From the beginning, each Cerealicious partner was put in charge of his or her own department. Crissy takes care of Business Development, Franchise Relations, and Media;

MANAGING THROUGH TECH

To help monitor performance and streamline operations, Cerealicious holds staff coordination meetings with its 20 company

LOOKING FORWARD

Crissy shares that Cerealicious’s indirect competitors include other food establishments in the dessert and snack category. The company has also had a few copycats, some even going to as far as copying their trademark Blockbuster names! “We just let them be,” tells Crissy. “Luckily, no one has really made us worry too much. We can’t prevent having competition—it’s normal in business. But we’re conﬁdent that we have something better to offer the market.” And as it approaches its fourth year, the company is now shifting its focus from franchise expansion to business and sales development. “Filipinos are quite open to new concepts. While you can’t expect everyone to love your product, they’re usually willing try it at least once. The challenge is to keep your customers coming back for more, which can be done through menu innovation, research, and taking care of all your relationships,” says Crissy. ●

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GLOBAL ANG DATING

ABELARDO TOLENTINO JR.: “I had to make [my staff] see that this company has the potential of being big. Now they believe that anything and everything can be done.”

LOCAL a IDEAS THAT ROCK THE WORLD From Manila to Moscow, architect ABELARDO TOLENTINO builds structures that show off Pinoy talent BY ABIGAIL L. HO • PHOTOS BY VINCENT COSCOLLUELA

22 • DECEMBER 2008 • GLOBE MASIGASIG

GLOBAL ANG DATING

t’s a known fact: No matter the industry, no matter the place, Filipinos have a knack for giving their well-off, first-world peers a run for their money. In the field of architecture, a Filipino with a vision has managed to place the Philippines on the global map. He didn’t start out with that objective, though. Like many of his peers, ABELARDO TOLENTINO JR.—president and chief executive of local architecture and design firm AIDEA PHILIPPINES, INC.— first wanted to go overseas to practice his craft. In 1987, armed with a BS Architecture degree from the University of Santo Tomas and a dream to live a different kind of adventure, he packed his bags and flew to Hong Kong. “When I graduated, things were very slow in the Philippines. So I went to Hong Kong for two weeks and told myself that if I didn’t land a job during that time, I’d go back home and practice here,” Abelardo recalls. On his second week of job hunting, he found one with HOK Asia Pacific, then the biggest architectural firm in the world. “The company was doing a lot of projects in the Philippines, so even if I were in Hong Kong, I didn’t lose track of what was happening in the country. I got to work on a lot of Manila projects,” Abelardo says.

(Clockwise from left) Aidea’s proposal for an amusement park in Dubai; High tech software are used for high tech designs; A well-known Aidea project: The Columns residential towers in Makati City; More proposals in the works; Aidea architects and designers rely on this wall for brainstorming and inspiration

MAKING HIS MARK

His heart was so into his job that he eventually got a promotion, plus the opportunity to pursue further studies at the Harvard School of Design in 1993, focusing on how to manage an architectural firm. Thus, instead of staying and working in Hong Kong for three years, which was his original plan, Abelardo found himself staying for nine. Then an unexpected offer came shortly after his promotion and his Harvard stint – the architectural firm Robert Matthew Johnson Marshall (RMJM), based in the United Kingdom, invited Abelardo to manage their Philippine office. Although torn between the once-in-alifetime offer and loyalty to his old company who had given him his breaks, Abelardo decided to take the offer, with support from his HOK boss.

CULTURE CLASH

The initial excitement of moving back to Manila in 1998 and starting his practice here was replaced by apprehension. Although born and raised in the Philippines, Abelardo had never worked in the country, and so had no idea how Filipinos worked. “When I started in the Philippines, my difficulty was in the mindset of the people here,” says Abelardo. “It took a while for my [staff] to think more ‘internationally’ and to comply with global standards,” he says. There was also the problem of overcoming the innately Pinoy trait of beating around the bush instead of going straight to the point. “We had to change our mindset that foreigners are better than Filipinos, and that we need to express our opinions, too, because our opinion matters,” he says. “I had to make my staff see that this company has the potential of being big. Continuous encouragement, coupled

with intensive training, finally opened their minds to all possibilities. Now they believe that anything and everything can be done.”

STARTING AGAIN

And just when the mindset hurdle had been overcome, RMJM in 2003 decided to move out of the Philippine market and close its office here. Instead of just walking away and giving up, Abelardo bought RMJM Philippines and renamed it Aidea Philippines. Without the backing of a globally recognized firm, though, Aidea had to virtually start from scratch. For instance, it had to look for fresh clients. Since RMJM Philippines was an international firm’s branch, the company mostly did work for its branch offices in the region and had no clients of its own. It merely took on projects passed on to it by its UK parent, mostly those based in Hong Kong, Bangkok and other Asian countries. But since taking over Aidea, Abelardo had to leverage on the relationships he had built with clients over the years. One of these clients was consumer goods giant Procter & Gamble, which gave RMJM Philippines one of its first breaks—a small project in the P&G plant in Cabuyao, Laguna. Eventually, P&G gave RMJM Philippines bigger jobs—in 2002, P&G commissioned the company to design P&G’s Moscow headquarters. This was followed by the design of the multinational firm’s offices in Dubai, Geneva and other key European cities. This relationship would later on carry over to Aidea when it was tasked to complete P&G projects in Madrid, Paris, Rome, Warsaw, and Beijing. “What we did [for Aidea] was establish a local market base,” says Abelardo. “That wasn’t easy because we were unknown. We literally had to knock on people’s doors and present to all sorts of companies. I myself did that. DECEMBER 2008 • GLOBE MASIGASIG • 23

GLOBAL ANG DATING And because I was only 32 then, many of the companies I presented to didn’t feel I knew what I was doing,” he relates. “But being young had its advantages, too. I had a lot of energy and I could relate to younger people.”

BREAKS

Aidea got its first break when Ayala Land Inc., now the company’s biggest local client, invited it to compete for the design of the interiors of the Edsa Metro Rail Transit-3 (MRT-3) stations. “They liked what we did and we got the job,” says Abelardo. Another break came when Aidea won the bid to build The Columns, a residential condominium on Ayala Avenue in Makati. “We were up against bigger, established firms, but we got the job.” Aidea then went on to design other easily recognizable structures, including Serendra, Greenbelt, Avida and the University of the Philippines Science Park along Commonwealth Avenue in Quezon City. These wouldn’t have been possible without a positive relationship between client and Aidea, says Abelardo. He relates that behind their projects is always a relationship with their clients built on trust. Aidea had to establish itself as not only competent designwise, but also easy to work with, efficient and reliable, delivering projects on time without sacrificing quality.

GLOBAL IDEAS AT HOME

Aside from professionalism and talent, Aidea also boasts of international roots that’s helped it gain a foothold in the global market. “Clients appreciate the international standard of service that we provide,” says Abelardo. “We capitalize on our international exposure and show that local talent and international standards can be integrated.” “And we couldn’t achieve this without our people,” he continues. “From the start, the future was to go global. Now we have, but we’re still able to work locally. There’s a lot of talent here in the Philippines, but most of them go abroad. In Aidea, we convince [our people] to stay by giving them opportunities to also do projects overseas,” Abelardo says.

technology revolutionized the way design has always been produced, since it gives users the ability to create great architecture and increase productivity at half the time. “This allowed us to take on more work and greatly added to our success.” Abelardo says. “Technology allows us to do more globally,” says Abelardo. “We had to make adjustments for that, though, for the individuals who were not so used to using technology. We gradually integrated technology into our day-to-day activities.” But since Aidea’s employees are relatively young –around 60 to 70 percent are below 30 – the incorporation into and eventual utilization of technology for business was not that difﬁcult to accomplish.

“Now (my staff) believe anything and everything can be done.”

FRESH THINKERS

Innovation and collaboration is central to Aidea’s everyday life. “We spend a lot of time coming up with new ideas so we can be more competitive,” Abelardo says. Aidea watches global trends in architecture and has a dedicated Research and Development team to assist both the creative and technical people in their design conceptualization. This R&D group is responsible for coming up with the global trends in architecture and design as well as new materials available in the market. “Knowledge of these trends and innovations allow our designers to deliver more than the client’s expectations,” Abelardo explains. Right now, companies are into hiring architecture and design houses not only to design their ofﬁces or plants, but also to give them an identity via environmental graphics and branding. “They want their spaces to feel totally their own,” says Abelardo. “That way, they believe their equity is translated into tangible designs. Spaces can be brands, too.” Hand-in-hand with this style is the ‘sustainable building’ trend in the United States and Europe. Says Abelardo, “So now we design buildings that are energy-efﬁcient, recycling as many resources as possible. We also try to use more materials that don’t harm the environment, either during production or while in use.” 24 • DECEMBER 2008 • GLOBE MASIGASIG

DESTINED FOR GREATNESS

Armed with the right mix of competent people and a tried-and-tested system, Aidea is on the road to both local and global success. Proving that Aidea is on the right track Archt. Tolentino takes pride in his Innovation with Abelardo at the helm, Ernst & Young Entrepreneur of the gave him the “Innovation Entrepreneur” Year award award at the prestigious Entrepreneur of the Year Philippines 2007 awards. The award was for Abelardo’s innovative approach to doing business - integrating Filipino talent and design in global projects, enriching relationships with clients, and creating opportunities for local talents to thrive without them having to leave the country and work abroad. And last February 2008, Aidea was chosen as one of the Top 10 architectural ﬁrms in the Philippines. In Aidea, “everything is collaborative. Staff Despite the success, Abelardo remains modest. development is of paramount importance and “Despite having achieved much success, it is vital teamwork, essential,” says Abelardo. “We also that we remain humble. It is likewise important identify different opportunities for everyone, so that we do not rest on our laurels. Rather, we we can feed their need to constantly grow.” should constantly strive to be better and improve But beyond the international-caliber work, our work. As long as we are armed with the right Filipinos’ warm nature, coupled with their ability mix of highly creative and competent people, a to create and innovate, catapult Aidea to a strong work ethic, a collaborative spirit, a client position occupied by older and more established base premised on trust and a dream for breaking architecture and design companies. international barriers, we can look forward to a brighter future.” ● POWER OF TECHNOLOGY Technology had likewise played a signiﬁcant part in Aidea’s progress over the years. Traveling abroad? When you need to get in touch with clients and suppliers back in the Philippines, The ubiquitous mobile phones, for call Globe or TM subscribers via G-Webcall for only example, helps make communication among 7.50 per minute! Save as much as 75% from Aidea employees and between Aidea and its roaming or IDD costs! To register, text customers much easier. Teleconferencing and <GWEB ON> to 2865 and access your softphone from www.g-webcall.com videoconferencing and e-mail also helps a lot, (available for Windows and MAC users). especially when Aidea needs to deliver materials G-Webcall is currently available to to international clients. postpaid subscribers only. Availability to Even Aidea’s design software is more high prepaid subscribers and connectivity to tech than its peers. While everybody was using other networks shall be offered soon. 2D technology in their design and production For more information, call (02) 730-1288 or process, Abelardo decided to take a calculated 1-800-8-730-1288 (toll free via Globe); or visit risk a few years back and switched from using a www.sme.globe.com.ph or go to any Globe Business two-dimensional design software to ArchiCAD, Center or Globelines Payments and Services Center. a three-dimensional design software. This 3D

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BEAUTY BUILDS AN EMPIRE

C ONTINUED FROM PAGE 11

CHALLENGES AHEAD

Now, like most Philippine businesses, BMG is feeling the economic crunch. “Everybody’s price is dropping, and we’re not delivering the message clearly how we differ from the others,” Vicki admits. “I think this has been the first year that we haven’t reached the normal 10% annual profit increase.” Aside from beefing up their marketing group, Vicki responds to this new challenge with a new company altogether: the Body Express, a non-surgical weight-loss center soon to open in malls. Getting old indeed runs contrary to everything the company stands for, and BMG is resolute in staying in its prime forever. “My biggest fear is for a client to reject me and say, ‘Ay kasi, she’s so old already.’ Ang sakit to hear ‘di ba? I know naman that one day that will happen to me, so I am already gearing for succession,” Vicki admits, adding that she is now in the process of in institutionalizing the brand. “I want ‘Belo’ to mean ‘beauty,’ rather than ‘Vicki Belo.’ So I’m trying to back off a bit, and make the other doctors come out.”

UNLIMITED ACCESS

If BMG has trail blazed in the area of cosmetic surgery technology, it has been as audacious in telecommunications technology. In 2006, BMG invested in a Customer Relationship Management System (CRM) that allows seamless and efficient communication, up-to-date record-keeping and accounting, and accurate patient information across branches. Through the Internet, this intelligent computer system allows branch-to-branch access to medical information (bookings and patients’ medical

records and preferences), quick and easy collaboration between clinics, and paperless and chartless operations. Through the CRM, bookings for procedures to be done in any branch, can be made in any part of the globe. CRM, supported by Globe Broadband, has been up and working in BMG clinics, undergoing continuous development through a dedicated IT group. Through its website (www.belomed.com), customers can browse the company’s services and send queries. Vicki says they plan to revamp the site soon to make it more interactive. In addition, customers can reach any of the seven BMG branches via a Globe Telecom number. Aside from the CRM, BMG is also planning on obtaining a Customer Service Group Voice Over Internet Protocol (CSG VOIP) which would provide a Belo Hotline available worldwide.

REACHING GREATER HEIGHTS

Vicki seems to have achieved much, but still refuses to retire. To this day, she spends at least half a day in each branch every week, and travels extensively to attend international medical conferences, catch up on the latest trends in anti-aging, and buy new equipment and laser machines for cosmetic medicine. “I make it my mission to never stop learning. No matter how big we become, BMG is and will always be a medical group. I feel, in the end, that I am responsible for anything that happens,” she explains. “I go abroad to train with the best doctors because it’s an obsession for me to be the ﬁrst here in anything. I’ll go anywhere in the world to do it and I’ll learn it—just to be able to bring it to the Philippines because I want The classy the Philippines to be ﬁrst world lobby of BMG’s when it comes to these things,” Greenhills branch she adds. ●

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