Two Filipina microentrepreneurs on what it takes to start a business, inspire a community

The story of an entrepreneur who builds a business from scratch is always heartwarming and inspiring. So are the stories of two Filipinas who, despite the demands of running their own businesses, found time to serve the community and uplift the lives of those around them.

Meet Jessette Oquendo from Puerto Princesa City and Marisa Ganding from General Santos City, both recognized at the Citi Microentrepreneurship Awards (CMA).

Oquendo was given the Special Award for Community Leadership, while Ganding received the Special Award for Startup Micro-business. Their stories are worth telling, if only to spark the entrepreneurial spirit in others, and ignite the passion to lead one’s community.

Inspiring stories

The CMA, now on its 16th year, recognizes outstanding microentrepreneurs across the Philippines.

It is a signature initiative of the Citi Foundation aimed at generating economic opportunities for low-income people—including youth—around the globe.

The awards program provides entrepreneurs with resources to strengthen their business, including access to networks, capital, tools, and training. It enables individuals to create economic sustainability for themselves, their families, and their communities.

The CMA program highlights the combined efforts of the Bangko Sentral ng Pilipinas (BSP), Citi Philippines, and the Microfinance Council of the Philippines Inc. (MCPI) to strengthen microfinance and enterprise development, and financial inclusion in the country.

Paying it forward

Oquendo has worked as a government employee and a teacher, but none of those professions gave her the fulfilment she has enjoyed since putting up her pasalubong center in 2012.

Through Jao’s Surublien Pasalubong and Souvenir Corner, as her store is called, more than 60 small manufacturers and producers get the chance to market and sell handicrafts such as bayong bags, guitars, and other woven materials; as well as processed food like gourmet tuyo, turmeric powder, and cashew. Products made by indigenous peoples are also sold in her store.

“I always try to put myself in the shoes of people who are in need. I was once like them, so I think that now is my chance to pay it forward,” Oquendo said.

With the help of Negros Women for Tomorrow Foundation Inc. (NWTF), she was able to grow her business from a small sari-sari store to a pasalubong center that serves as the official One Town, One Product store in Palawan.

Besides helping the members of her community market their products, Oquendo also conducts free seminars on good manufacturing practices, and encourages local producers to innovate and maintain product quality.

A former barangay treasurer and social worker, she also donates 10 percent of her income to Surublien Foundation.

 “This is a unique opportunity, so I set aside time to help others. If we are able to provide them moral support, that can already make a big difference,” she said.

Being one’s own boss

For someone who started her own spa clinic barely four years ago, Ganding is already reaping the rewards of her hard work.

16th CMA Special Awardee for Startup Micro-business Marisa Ganding (center) ensures she has the best massage therapists in her team by training them using the techniques she learned from years of experience.

In 2005, the former Overseas Filipino took up a massage course in South Cotabato. Two days after her graduation, she went to General Santos City to work as a masseuse, and held the same job for a decade. Having established a network of clients, she put up her own massage clinic.

Azul Spa Massage Suites and Wellness Center started with just three beds in a small apartment. Ganding worked as the lone therapist until customers started pouring in, forcing her to hire additional workers.

Kabalikat Para sa Maunlad na Buhay, Inc. was instrumental not only in providing her additional capital but also in giving her sound business advice and networking opportunities.

“The biggest challenge I’ve faced is people management. I consider myself a perfectionist, so I tend to be less forgiving when my employees make a mistake. But in the past three years, I’ve learned how important my employees are. Without them, the business would not exist,” Ganding said.

Ganding is her own boss, operating three massage clinics, and training the best massage therapists using the techniques she learned from her many years of experience.

She plans to put up more clinics in Zamboanga del Sur, Davao City, and Cebu City. Ganding is also into e-commerce, selling jewelry online.

What is key to her success, Ganding answered determination. “Going into business has its risks. Don’t give up. Do what you love; love what you do. Don’t do it just for the money. If you fail, just try again,” she said.

Microentrepreneurs in the spotlight

As CMA Special Awardee for Community Leadership and Special Awardee for Startup Micro-business, Oquendo and Ganding each received a cash prize of P100,000, as well as a laptop, life and health insurance coverage for one year, and access to grassroots entrepreneurship management and basic computer training at the Citi Microenterprise Development Center, another Citi Foundation program in partnership with Bayan Academy. Celebrations in their respective hometowns were also held to recognize their success.

Oquendo and Ganding, together with seven other winners were chosen by a National Selection Committee co-chaired by the late Nestor A. Espenilla Jr., governor then of the Bangko Sentral ng Pilipinas, and Aftab Ahmed, chief executive officer of Citi Philippines.

The committee members are: Jose Ma. Concepcion III, president and chief executive officer of RFM Corporation, Teresita Sy-Coson, vice chairperson of SM Investments Corporation, Atty. Felipe Gozon, chairman and chief executive officer of GMA Network Inc., Hon. Ramon Lopez, secretary of the Department of Trade and Industry, Mary Ann Montemayor, representative of Mindanao Private Sector and National MSME Development Council, Imelda Nicolas, president of Samahan ng mga Pilipina para sa Reporma at Kaunlaran, Marixi Rufino-Prieto, former chair of the Philippine Daily Inquirer, Dr. Michael Tan, chancellor of the University of the Philippines Diliman, Orlando Vea, president of Voyager Innovations, Inc., and Fernando Zobel de Ayala, president of Ayala Corp.