Godfather of entrepreneurship

Jose Ma. Concepcion III or Joey for short is the president and CEO of RFM Corp. but for the past few years, he has been more known as the godfather of entrepreneurship in the Philippines. Through the project Go Negosyo, he and a group of like-minded individuals have raised the skills of Filipinos to meet the challenges of the future through various activities.

Joey shares with Spare Time some of his dreams and aspirations not only for RFM but also for Go Negosyo.

• How is RFM Corp. doing these days?

RFM is doing very well. As you know, we have divested from the poultry and property business many years ago and focused on our core business which is food and beverage. Our flour business is moving toward vertical integration as we produce all the buns for McDonalds, while our Fiesta brand for spaghetti is now a market leader beating long-time leader Royal, and our spaghetti sauce is doing quite well. Selecta ice cream, our 50-50 joint venture with Unilever is our crown jewel which will grow further to P7 billion sales, with a dominant market leadership position, now close to 80 percent market share. We just launched the ultimate ice cream stick, Magnum, this month and we expect this product to be a game changer in the ice cream industry. Our Selecta milk and Sunkist beverage continue to be strong while our Swift processed meats and canned meats continue to grow in some segments, especially when we launched the new corned beef in sachets. Our basic flour milling business likewise continue to innovate on the production process side that further improves cost efficiencies and margins.

• What is it about entrepreneurship advocacy that has made you devote most of your time to it?

Since I started it six years ago as a presidential adviser then under former president Gloria Macapagal-Arroyo, which was basically pro-bono, I decided to harness the private sector – entreprenuers and intrapreneurs advocates (with trustees Felix Ang, Tony Tan Caktiong, Joselito D. Campos, Jr., Corazon Dayro-Ong, Dr. Ricarte A. Gapuz, Jr., Prudencio S. Garcia, Atty. Felipe L. Gozon, Dr. Rolando B. Hortaleza, Carla S. Limcaoco, Socorro C. Ramos, Injap Sia, Harley T. Sy, Vivienne K. Tan, Gov. Luis Raymund F. Villafuerte Jr., Esther A. Vibal, Myla C. Villanueva, Rosalind L. Wee, Vicente-Andres Zaragoza, Ramon Lopez and Imee Madarang) and many more entrepreneurs and corporate and professional partners who help join the cause of promoting entreprenuership. People did not understand, especially the poor, what real innovative entrepreneurship was about, and I felt that the word ‘negosyo’ was something understood by all. We decided to use the two letters of ‘go’ in the middle and call it Go Negosyo. The strategy was to project new heroes, not just the celebrities from the movie world. I felt showing entreps as the new rock stars was the key to inspiring people. Only then will they yearn to learn more on the key concepts and tools in starting and growing a business. What we wish to see are micro and survival entrepreneurs, learning the key negosyo elements of finding their passion, having a vision and clear set of targets, and continuous creativity to fill-in the market gaps, among others, so that they too can be large entrepreneurs one day.

I am glad that aside from RFM, PLDT, Smart, BPI Family Savings Bank, LBC, Meralco, OPMC, Multiply, Avon, Isuzu and Valueline joined and supported us and featured our entrepreneurs in the ads. Poverty is the country’s biggest problem. The only way we can solve it is through the creation of negosyos that will employ people. This is why I have been quite passionate in promoting entrepreneurship since I believe it is the best weapon against poverty. Go Negosyo does this by empowering people, teaching them towards the right path with the right attitude in life, and helping them identify their skills.

We believe that entreprenuership since Go Negosyo has started to promote it, has now gained more awareness, and adopted as programs by several private and public institutions.

• Compared to our neighbors, how are Filipinos as far as their entrepreneurial skills are concerned?

If we look at micro and small entrepreneurs, many of them are what we call survival entrepreneurs, who had no choice but to make a living and sell something, with no background at all on how to grow their business. Many are not able to finish college or even high school and many of them, remain at being micro and small entrepreneurs. The real challenge is how to take them to the next level, that is how to help them turn their businesses into large enterprises. This is why we use the expertise, knowledge and mentorship of successful and large entrepreneurs to help micro and small entrepreneurs move up. It’s just like a big brother-small brother model. Many will not have access to expensive seminars or educational programs about entrepreneurship, and this is what Go Negosyo tries to provide them with- entrep education and mentorship, as well as network, to take their businesses to the next level. This is the mission we carry, with the help of our network of entrepreneurs. That’s why we believe that entrep education/ mentorship is the greatest equalizer. 

• What keeps you busy these days?

RFM takes maybe 60 percent of my time, which includes the family dynamics in two other family corporations such as the Concepcion Industries. The Philippine Center for Entrepreneurship (Go Negosyo) takes the rest. It’s a lot of work doing summits for women and the youth, provincial caravans, television shows, writing columns, and books. We are on our 7th Go Negosyo book. We also help partners and enablers with their respective programs and events in promoting entrepreneurship. Occasionally, I’m asked to give speeches and to attend competitions as a judge. But the nice thing here is learning never stops as you get to hear stories of successful entrepreneurs that also inspire you and you learn new ideas from many of them.

• How do you manage to stay fit? What sport/recreational activity do you engage in?

I run everyday for 30 to 45 minutes. I spend weekends with my family and this becomes my quiet time to reflect on things to be done.

• How is your typical weekend/workday?

Phone calls to executives in the morning, meetings in RFM, meetings with entreps and enablers for Go Negosyo in the Makati area to make it convienient for all. Weekends in Batangas, I love the sea and spending time with family; the weekend is a time for me to reflect, plan the week, write the columns, reply to questions from emails or Facebook, the website, etc .

• How do you train your children to become entrepreneurs themselves?

My son has his own business called Greater Good and he now is starting to work for my own business which is into snack and food retailing. I do not want him to work for RFM at the moment as our own business should be good for him to train. He does attend our Go Negosyo summits and caravans and is able to get inspired through that.

• What are your plans for RFM moving forward? Any new businesses you plan to go into?

Focus focus is key in a competitive environment. We want ice cream to be sold in every sari sari store. We want every RFM brand to be market leader.

• Any business personality that you admire? Why?

In the Philippines, MVP (Manny V. Pangilinan). He is an intrapreneur that has a great foresight. He has the magic touch to turnaround companies he is acquiring, and he has been very strategic in selecting companies and industries to get into, industries that are related and considered more and more of neccessities nowadays, such as telecom, utilities, energy, mining, infrastructure, medical care. He has the expertise in growing shareholders value. More importantly, he also believes it is his time to share and give back by helping our country, particularly in sports, education, health and entrepreneurship. He has supported the advocacy of Go Negosyo through all his companies as he shares in the belief that poverty is our biggest problem, and empowering Filipinos through entrepreneurship is the way to go.

• What’s your management style?

Some people say I am a dictator. I am not quite one, but I don’t believe in total democracy.

• In the ‘90s you were more known as the son of Joecon, the heir to the throne. You wore suits all the time. Now you are more known as the entrepreneurship advocate. You seem to don more casual wear now. Do you like the change in how people perceive you?

Yes. My father will be forever known as the man who lit the candle rather than curse the darkness. I hope in my own little way, Go Negosyo will help create more entrepreneurs like Injap Sia of Mang Inasal. I wear casual clothes since we cannot intimidate micro and small entrepreneurs. Our events are attended by the youth and people from humble beginnings. If you come in a suit, people will find it hard to relate. Also, Steve Jobs just wore jeans, look what happened to Apple. Many entrepreneurs are just in casual clothes.

• Any advice for aspiring entrepreneurs?

Believe that our country has a great future. As early as six years ago, I kept telling everyone our country will be great one day. We just need more optimistic Filipinos because optimism brings about greater confidence amongst all of us. Confidence is something you must have when you start a business. Make sure you know what you are good at and then define your skill level. Before you start your negosyo, make sure you study well the business model. Be passionate. Hard work always pays. If you have all of this then go for your negosyo.

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