UNIT V.

ENTREPRENEURSHIP IN
THE PHILIPPINES
 NATHALIE DELA CRUZ

AERICA GALAN

GHE ANNE GATDULA

PATRICE EDS GROSPE

GROUP 2 ROLLY MIRANDA

JAOHN CARLO MACALLA

JULIAN ROBERT

LANDINGIN

JOHN PAUL DALUBATAN

 Overview
Entrepreneurship is currently thriving in the Philippines. One of the most rewarding
endeavors today is starting one's own business or acquiring a franchise. Entrepreneurship
is not defined by the type of business one runs or its success, but rather it is a state of mind
and a way of life for entrepreneurs. Entrepreneurship is currently thriving in the
Philippines. One of the most rewarding endeavors today is starting one's own business or
acquiring a franchise. Entrepreneurship is not defined by the type of business one runs or
its success, but rather it is a state of mind and a way of life for entrepreneurs.

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 The Entrepreneurial Traits
1. Need for Achievement. It is referring to becoming a successful
in attaining a desired end or aim.

2. Willingness to Take Risks. Risks is the chance that a business

may not meet expectations or results in a loss.

3. Self-confidence. It is meeting all the challenges that confronts

them.

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Most Important Entrepreneurial Traits
1. Self-awareness. Start a business that is based on your expertise.
2. Self-motivation. It is the characteristics of getting you going and keeps you moving.
3. Courage. This is the willingness to take risks when striving for success in business.
4. Patience. Be ready to all circumstances that may arise especially if the demands of the
customers are unrealistic and impossible. Remember the strategy to retain your
customers: treat the customers as the King and Queen of your business.
5. Perseverance. The snail reached the ark, so it is with success.
6. Persistence. The problems occur likewise the obstacles are considered as challenges.
7. Experience. Some business fail because of lack of experience- the know-how process.
8. Knowledge. Know the factors to considered in putting up a business. 9. Decisiveness.
The success of the business depends on the intuition and trust you are making the right
decisions.
10. Drive. The willingness to accept the responsibility and initiative.

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Characteristics of Successful Entrepreneurs
•✓ Likes to compete
•✓ Self-starter
•✓ Able to determine risk but not a gambler
•✓ Independent and possesses self-confidence
•✓ Able to do many things at once
•✓ Likes a challenge
•✓ Creative, has dreams and goals
•✓ Like to work and be in control
•✓ Hardworking
•✓ Is not easily discouraged
•✓ Has energy and can handle stress
•✓ Strong self –worth
•✓ Motivated by strong desire
•✓ Positive thinker
•✓ Focuses on chances of success rather than failure
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 The Entrepreneurial Profiles
Profile Description

Shotgun Sam This type quickly identifies new promising business opportunities but rarely follows through on the opportunity to
create a successful new venture.

Simplicity Sue This type always think everything is a lot simpler than it is to create a successful business through one or two easy
solutions. Usually a great salesperson. This entrepreneur can make even the most improbable deal seem possible.

Prima Donna Paul This type is so in love with his own idea that he feels everyone is out to take his idea and take advantage of him. This
paranoia does not allow any trust to be established and help given.

Ralph the Rookie An entrepreneur type who is well grounded in theory but lacks-real world business experience.

Meticulous Mary A perfectionist who is so used to having things under control that he or she cannot manage during a catastrophe and
cannot handle periods of ambiguity and chaos.

Underdog Ed An entrepreneurial type who is not comfortable with actually transforming the invention into a tangible business
success. This entrepreneurial type likes to attend seminars and discuss problems but not like putting things into action,
so needs a strong managerial team.

Hidden Agenda Harry An entrepreneur who does not have the right motives and objectives for developing and expediting a new

Inventory Irving An inventor more than an entrepreneur , who is more concerned about the invention itself rather than creating and
expediting a business.
The Entrepreneurial Profiles
 Why Are Many Still Unable To Venture
Into Business?

•1. LAZINESS in mind or in action. This is something

for which we cannot teach the solution. If you choose
to be like Juan Tamad, no book can change it. It all
begins ONLY with YOURSELF- but only if you want to.

•2. FEAR of FAILURE: The reason we rarely want to

leave our comfort zone. “We are all enrolled in full-
time information called LIFE.” (NEGOSYO book)
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 How to GoNegosyo? There are three levels to
GoNegosyo with A-G steps:

•MASTER SELF

•Ambition (What do you want to be when you grow up?)

•Believe (What stops us from believing? Most of us have been brought up
NOT to believe)
•How to start believing?
• ✓ Surround yourself with positive and believing people (everything is
POSSIBLE, if it is IMPOSSIBLE it will just take a LITTLE LONGER).
• ✓ Flood your mind with positive affirmations (I can do it! I can do it).
• ✓ Think and act as if your dreams were already realities that you are
enjoying today (Law of Attraction to work).

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•Choice, not crisis, not Chance (necessity is the mother of all
invention).”The life you live is the result of the many choices you make in
life.” “Your decisions, not your conditions, determine your DESTINY!”
•Dream big, start Small (wrong: All I want is a simple life-help others. I
don’t aspire to have plenty of money).
•The reason why most people get stuck after “dreaming” is because they
get overwhelmed by how big their dreams are. They don’t know where
to start.
•Here’s how:
• ✓ Break down the big dream into small, manageable bits (“if you
want your dream to come true…don’t oversleep).
•✓ Celebrate small successes along the way.
•✓ Learn to say “Thank You” every single step of the way.
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•Employee or Entrepreneur
•Way Forward:
•1. Study hard and get good grades.
•2. If and when possible, go corporate.
•3. Learn other skills.
•4. Save. Pay yourself first.
•5. Use your savings to start up a business.
•6. Do not mind initial losses and so –called failures.
•Fear or Failure (“To live a life in fear is to live a life half
lived”).
•Go Master Self (Dream-Believe-Achieve/Goals-
Commitment-Milestones/Vission Passion-Action). 12
“ MASTER OPPORTUNITY
One of the most important factors for success (whether in business or in
any personal endeavor) is clearly understanding your reasons for doing
what you are doing.
”
 A compelling reason

•A compelling reason
•Compelling reasons for going into GoNegosyo
•✓ I wanted to preserve the family business
•✓ I wanted to create businesses that can employ at least 10 people
•✓ I wanted to use my businesses as models for the
younger generation.
•✓ I wanted to prosper young IT professionals.
• ✓ I have always prayed that God will use my businesses as his
‘supply depot’ (TIME, TALENT, TREASURE)

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•Bright idea
• It happens when your idea is anchored on a PRODUCT or
SERVICE that adds value to the customer (market) where demand
(sales) is big and sustainable (so that you may earn profit).
• Drivers of Business Opportunity can either be one or a
combination of: 1. Perspiration (Competence), it can come
from your talents, skills or hobbies. 2. Inspiration (Chance),
AHA Moment (e.g. ivory soap was a rejected soap). 3.
Irritation (Crisis). There’s an opportunity in every crisis! (E.g.
AIDS-condoms, HIV drugs; SARS-face masks, flu vaccines).
•4.
•Choose your market. The market can be broken down according
to gender, age, lifestyle, location and even habits.

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CHOOSE A LOCATION: Location, location, location

• One of the biggest hurdles a business must face is finding a good location. A good location not
only results in very good sales but also enhances the business’s brand equity. Thus, a good
product coupled with a good location can serve as the cornerstone of success for any business.

•Business Location Options

•✓ Shopping Malls
•✓ Residential and Office Buildings
•✓ Call center buildings
•✓ Residential developments

•Define the market:

•✓ What market is involved?
•✓ What is the customer’s unmet needs and wants?
•✓ Is the product or service you’re going to offer better than the existing one in the
market?

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Types of Market Segmentation

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• ➢ Demographics. These are your potential customer’s age,
gender, personal income, educational attainment, marital
status, religion, total household income, family size, social
class, occupation and other indicators.
• ➢ Behavior. This is your market’s knowledge, attitude, use
and response to your product or service.
• ➢ Psychographics. The customers are grouped based on
lifestyle, personality and values.
• ➢ Geography. Your market’s general location divided into
regions, localities, provinces, cities and towns.
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To asses strengths and weaknesses, ask the following questions to yourself:
✓ Do you have management skills? Do you have enough experience, or are you
familiar with the business you’re entering? If not, do you have partners who
can provide expertise, experience or both?
✓ Do you have enough resources-capital, assets and equipment to start and
sustain your business? If you’re in the service industry, do you have enough
back-office support?
✓ Do you have the right personnel to aid you in starting the business? Do you
have skilled productive workforce?
✓ Do you have marketing skills? How does your product or service compare to
its rivals? What benefits does your product or service offer that competitors do
not, at least for the time being?

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As for Opportunities and Treats, the following are the questions
to be answered:
✓ How would competitors affect your present or future business?
✓ How would recent laws, government policies, taxes, tariffs and
consumer interests affect your business?
✓ How would demographic trend, consumer taste and preferences
impact your business?

Differentiate or Die, you need to differentiate otherwise competition

can kill you and you die.
*Secret: Copying with a slight difference
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Practical ways of differentiation:
MODIFY *MAGNIFY
MINIFY*SUBSTITUTE

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Modify: Magnify:
❖ Color (e.g. who said that sun ❖ Adding
block should always be white?) ingredients/more
❖ Name (e.g. 7-up named value (toothpaste with
itself as un-Cola) bubble gum flavor)
❖ Odor (home spray before ❖ Strengthening
solvent-based but now its (doublestitched denim
water-based) pants) ❖
❖ Form (tea bags now Cool Enlarging/Thickening
and Clear or C2) (LCD TV, 3D screen,
❖ Shape ( long sausage, touch screen)
longanisa to skinless)
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Minify:
❖ Making smaller (floppy disk Substitute:
to 3.5 diskettes to CD to USB)
❖ Use another
❖
ingredient/material (cork to
Reducing/Shortening/Making
faster ( food delivery, FedEX) crown in a bottle)
❖ Omit/Lighten (Diet colas, ❖ Use another process
coke zero) (fishball to shabu-shabu)
❖ Split up (two-door ref., 3-in-
1, hot and cold dispenser)

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Estimate your sales (Sales = Price x Quantity x
Frequency)
Fit=value (solutions to problem/need and
happy/good feeling)
POSITIONING, is how you DIFFERENTIATE your
product/brand in the minds of your selected
customers.

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What are the different ways you can position your product?

✓ Innovating- is generally modifying a product for an

existing/expanded/specialized market (cultural/ethnic). E.g. Jollibee –
LANGHAP SARA
✓ Rebranding- a positioning technique for an OLD product that failed to
attract its original or former market. (e.g. Marlboro is used to be marketed
to the ladies because of its brown filter but now its Marlboro Man and
Marlboro Country)
✓ Improving- new old product plus.
•*Positioning is:
•Innovating=new product
•Rebranding= new old product
•Improving= new old product plus
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 Go Master Opportunity
•MASTER SET-UP
•Actual Product (it must be able to compete first in the customer’s mind). -Mind> Heart> Wallet
•e.g. Candles

•Holidays- festive atmosphere (pang-saya)

•Date- romantic ambiance (pang-lambing)
•Family gathering (pang chill-out)
•Picnic – shoo way insects (pang –bugaw)
•e.g. Festive candles (Masaya)- tan/brown/orange with scents of cinnamon or stripped red and white or
green candles with scents of mint.
•Romantic Candles (malambing)- tall, fluted, tapered candles with exotic color(for first date); floating
aromatic candles to enhance mood; red spiraled candles with scents of rose for valentine’s day.
•Outdoor candles (walang hassle)- large and long-lasting candles infused with citronella as repellant
or candles with windproof container or lanterns.
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 Three types of customers

• 1. WORKING CLASS- they always go with their families and

buy varied fast foods/snacks.
•2. BUDGET CROWD (Masaya/jologs)- they spend time
hanging around.
•3. UPPER/MIDDLE CLASS - normally enters from the tunnel
basement parking.

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Do it right, do it legal –register your business to make it legal.
*Basic rule in choosing a name for the business:
✓ Short and Simple
✓ Easy to read and spell
✓ Easy to pronounce
✓ Suggestive product benefits
✓ Something unique
✓ Desirable image
Equipment, employee, extras
✓ Materials
✓ Machine
✓ Man
✓ Methods
✓ Money
✓ Minutes (time)
Do it right, do it legal –register your business to make it legal.
*Basic rule in choosing a name for the business:
✓ Short and Simple
✓ Easy to read and spell
✓ Easy to pronounce
✓ Suggestive product benefits
✓ Something unique
✓ Desirable image
Equipment, employee, extras
✓ Materials
✓ Machine
✓ Man
✓ Methods
✓ Money
✓ Minutes (time)
Remember: I-P-O
Input- Money, Materials, Man
Processor- Machine, Methods, Man
Output- Goods/Services
Funding the business
1. If you do not have enough money, another option is to BEG-BORROW BUY.
2. If just enough money, then use OPM ( other people’s money)
*final advice for financing:
WRONG: Income-Expenses = Savings
RIGHT: Income – Savings = Expenses
Go Master Set-up
Note: BUSINESS IS A LOVE AFFAIR
A. Engagement Ring – you court your idea
B. Wedding Ring - you commit your idea and a baby business is born C. Suffe-Ring- ups and downs of
commitment
D. Endu-Ring- do and hope for the best
E. God’s everlasting offer- Ring
GONEGOSYO SUCCESS FORMULA:
Theory, business frameworks made easy
Inspiration from the heart
Practical examples from gonegosyo mentors as they share their secrets of success. Start your own Gonegosyo
QUESTION??
THANK YOU!!