Cebu's Butch Carungay wins Asia Jewelry Design Gold - Planters ...

Cebu’s Butch Carungay wins Asia Jewelry Design GoldE n t r e p r e n e u r - d e s i g n e rGil Zaire “Butch” C. Carungay, thevisionary behind the success ofCebu-based Avatar Accessories,Inc., brought new honor to thecountry when his creation titledSerpentine Blanc received theGold Prize in the ProfessionalCategory during the recent 2ndAsian Fashion Jewellery andAccessories Design CompetitionButch Carungayin Hong Kong.Serpentine Blanc bested entries by 60 professional designersfrom China, Hong Kong, India, Indonesia, Japan, Korea, thePhilippines, Singapore, Taiwan and Thailand. It is the latest ofCarungay’s award-winning jewelry creations, the most famousof which is the Swarovski-gem encrusted butay (coconut twig)ensemble now part of the Swarovski Pavillion exhibit.The winning designs were chosen based on saleability,originality, beauty, wearability, creativity and workmanship of thefinished pieces by a panel that included representatives from therespected Hong Kong Fashion Designer Association, the HongKong Polytechnic University Institute of Clothing and Textiles, ElleHong Kong / Elle Accessories, Asia’s Fashion Jewellery & AccessoriesReview and CMP Asia Ltd.Event organizer CMP Asia said the competition is aimed atraising awareness on Asian designers internationally and to providea platform for young designers to tap into the fashion jewelry andaccessories industry. This year saw a 57 percent increase in the totalnumber of entries, with 320 entries in the Amateur Category and60 entries in the Professional Category.The design competition coincided with Asia’s Fashion Jewelleryand Accessories Fair, the largest international trade fair dedicated tothe industry in Asia. The expo drew 540 exhibitors from 26 countriesand territories in Europe, North America, Africa and Asia. This yearan estimated 5,700 trade buyers from 92 countries participated inthe event, which featured pavilions for China, France, India, Italy,Korea, the Philippines and Spain.The full list of winners are as follows:Professional Category• Gold Award: Gil Z.C. Carungay, Avatar AccessoriesIncorporated, the Philippines• Silver Award: Siriwan Panthong, F And R Jewellery Co. Ltd,Thailand• Bronze Award: Maria Shella E. Montecillo, Anjo Accessories,Inc., the PhilippinesAmateur Category• Gold Award: Cheng Sui Kam, Hong Kong• Silver Award: Zhao Yan, mainland China• Bronze Award: Au Chung Yin Stella, Hong Kong / sme.com.ph

Market-DrivenEnterprises hold key tofuture of countrysideSmall and Medium Enterprises guided by global best practicesand responsive to market forces hold the key to the future of ruralareas, Ambassador Jesus P. Tambunting, chairman of Plantersbankand lead proponent of private finance for SMEs in the Philippinestold recently-concluded First Silang Seminar on InternationalDevelopment.Ambassador Tambunting, who chaired the Silang Seminar atthe International Institute for Rural Reconstruction headquartersin Cavite, said support for market driven rural enterprises pointshotlinethe way forward for developing economies in Asia, Africa andSouth America. Drawing from over 35 years of experience in SMEorientedprivate development finance, Ambassador Tambuntingsaid corporate organizations need not compete and reinvent standalone policies on microfinance.The best way to allow the market to work is to collaborate andcomplement existing micro credit providers and rural developmentactors through alternative investments, wholesale lendingprograms, capacity building, advise and bring micro entrepreneursand SMEs into the supply chains.Ambassador Tambunting emphasized the need for growthadding that “it also must have growth with distribution.”“It is imperative that we grow stronger rural economies wherethere is a good enterprise foundation to undertake productionand create additional value or wealth. This must be value that isretained and reinvested locally, in order to expand the enterprises,create new jobs, open fresh income opportunities and uplift thequality of people’s lives.”“Without this, poor areas will remain locked in a vicious cycle.Our growth has been consumer-driven and speculative to anextent. Short-term and palliative, such growth is unable to meetthe requirements of sustainable development.”“To develop and sustain a vibrant economy, we need anentrepreneurial base capable of building and directing localindustries that are competitive, guided by global best practicesand responsive to market forces.”“The greatest challenge for institutions like Plantersbank is tostay aligned with the evolving needs of small rural entrepreneursand keep a strong double bottom line orientation in the face ofgrowing competition,” Ambassador Tambunting said.“It is a daunting task, but we, as an organization, are inspiredby our past successes, and the knowledge that as we pursue ourbusiness objectives, we are making a vital contribution to nationalprogress and poverty alleviation.”Plantersbank chairman Ambassador Jesus P. Tambunting chairs opening sessionof First Silang Seminar on International Development. In the background areInternational Institute for Rural Reconstruction (IIRR) president Mike Luz, IIRRchairman Michael Gerber and former President Corazon C. Aquino, convenor ofthe Filipino Micro Enterprise (Pinoy ME) social consortium.Keynote speaker former President Corazon C. Aquino and Ambassador Jesus P.Tambunting, chairman of the Silang Seminar.Delegates representing Asia, Africa and North America gathered in Silang, Caviteto discuss development perspectives and models for the countryside.vol. 2 issue 3 2007 /

hotlinePlantersbank CorporateCommunications head FVP RobertoF. Banaag cradles the prized IMCEAtrophy. He is flanked by Plantersbankcommunications officers Olivia B.Ramirez and Dennis P. Liuag. Joiningthem are members of the awards body(from left) IMCEA Advisory Boardchairman Jose Javier Calero, GlobeTelecom chief finance officer DelfinGonzales Jr. and IDS Philippinespresident Vicente Dinglasan.SME Community Philippines campaign is IMCEA AwardeePlantersbank received the IMCEA Silver Trophy for BestBudget Service Campaign in the 2nd Integrated MarketingCommunications Effectiveness Awards (IMCEA).The award was conferred in recognition of Plantersbank’sadvocacy SME Community Philippines, a multi-media campaignto promote the spirit of entrepreneurship among Filipinosand honor SMEs that have contributed to job creation, foreignexchange revenues and overall economic growth.Organized by the University of Asia and the Pacific, theMarketing Opinion Research Society of the Philippines andBusinessWorld, the IMCEA is held every two years and honorsthe efficacy and relevance of marketing communicationscampaigns in promoting relevance, nobility of persons and socialresponsibility.Plantersbank first captured the IMCEA trophy in the BestBudget Service Campaign category in 2005 for the celebratedmedia campaign For the Entrepreneur, For the Filipino.Plantersbank has the honor of being the first bank to earnIMCEA honors.Plantersbank wins Best Practice Award in Small Biz LendingPlanters Development Bank was conferred theAward for SME Best Practice by the Small and MediumEnterprise Development Council for the PlantersbankSmall BizLoan, a facility offering affordable financingpackages and rate protection for small entrepreneurs.The award ceremonies capped the country’s annualcommemoration of SME Week.Executive Vice President Roberto A. Buhain(center) of Plantersbank displays the award whichwas presented by Secretary Cerge Remonde (thirdfrom left), Cabinet Oversight Officer for Micro, Smalland Medium Enterprise programs. Also in the photoare (from left) SMED Council vice chairman FranciscoR. Floro, Trade and Industry Undersecretary ZenaidaCuison-Maglaya with Plantersbank’s Senior VicePresident Consuelo V. Dantes, First Vice PresidentRoberto F. Banaag and Senior Manager Me-Ann C.Palacol. / sme.com.ph

franchisingFranchise groupwarns againstfranchise scamsThe Association of Filipino Franchisers, Inc. (AFFI) has issued astatement warning the public about the proliferation of businessfranchise scams.Now that franchising has becomean increasingly popular option forgetting started in business, AFFI warnsbusinessmen of unscrupulous individualswho have set up bogus franchises to enticewould-be investors to part with their hardearnedmoney.AFFI says these “scam boys” are veryskillful in selling their so-called “businessconcepts”; complete with a businessmodel and one or two existing outletsfor show. The bogus operators copy anexisting successful business concept,put their registered business name on itthen sell the entire “business package” asa franchise, even without a proven trackrecord of viability. They charge very lowfranchise fees, sometimes accepting downpayments from just anybody. Then, theunsuspecting franchisee is left on one’sown.“These scam boys just get your hardearnedmoney, then they leave you onyour own, bahala ka na,” according to AFFIpresident Ricardo Cuna. He said franchisescams “do not have any support in termsof marketing, logistics, personnel training,systems, experiential and infrastructure.They give franchising a bad name.”Shutterstock photo/ Stephen CoburnAFFI was organized in 1997 to uphold best practices in the country’s home-grownfranchising sector. As an organization advocating responsible franchising, AFFI aims toeducate and prepare prospective franchisees to steer themselves on the fast yet safe lanein the business expressway.To avoid getting victimized by bogus franchises, the AFFI urged prospectiveentrepreneurs and investors to make sure that the franchise being offered has a goodtrack record and a support organization. AFFI offered these tips on how to find a goodfranchise:• Choose from among franchises that successfully operate stores and outlets inestablished locations. The business must have been in operation for at least oneyear.• A responsible franchise business must have facilities such as a commissary andhead office and provide marketing, operations, human resources, training, supplyand logistics support.• As a potential franchisee, do not be rushed into signing up for a franchise andparting with your life savings by persuasive individuals.• Do your homework. Take time to research franchise options and interview existingfranchisees.• Choose a company that belongs to a credible franchise association like AFFI.• Ask in advance for a copy of the franchise agreement. Read it carefully, includingthe fine print then have it reviewed by your lawyer.• Make sure the franchise matches your target location and market environment.• As a franchisee, be passionate about the business you intend to pursue.For more information about franchising and business opportunities,log on to www.filfranchisers.com or phone the AFFI at (02) 633-8547.vol. 2 issue 3 2007 /

Franchising blunders to look out forby Therese M. GutierrezIn a society where familiarity of products and services rake in big bucks, it is no wonder a lot of entrepreneursventure into franchising rather than set-up their own, unique business. While this is a widely practiced businessundertaking, there are still a handful of mistakes that entrepreneurs might commit.Remember that you are governed byterms and agreements as signed in yourcontract, violation of which may lead tothe termination of your franchise. Saveyourself money and headache; stick to thefranchisors plan – every bit of it.seven>Franchise systems areall about the same. Wrong. As with anybusiness entity, franchise networks aregoverned by an unwritten culture. Talk topotential franchisors and see where youfit. Carefully scanning the playing field willhelp you find your footing and allow youto better plan your business course.Jim Deitz also known as the FranchiseDoctor, shares with us ten potentiallydevastating blunders that entrepreneursshould veer away from:one>A great industry assures yoursuccess. Undeniably, market segments dovary; thinking that the bigger the segmentyou invested in means an instant success inyour franchise business might just pull youdown. Good old hard work, wise marketingstrategies and business acumen are factorsthat will keep you on business track nomatter what segment you venture into.two>You can open your franchisefor less than what the franchisorpredicts. As in real-life, never mislead yourfranchisor. If you are undercapitalized forthe project, it is best to be honest; lack oftransparency on your part may result toearly business failure.three>Bigger is better. Not interms of franchise existing chains. Donot base your judgment on the numberof franchisees a company has. “Greatmarketing, aggressive salesmen, and anattractive industry can cause a franchisesystem to grow even though there arebetter franchisors in the same industry.Call many franchisees and ask them howShutterstock photo / Sivaraman Gopakumarmuch TLC they receive. Then check in othersystems to evaluate the satisfaction levelof their franchisees,” Jim Deitz writes. Lookout also for overly large franchise network;too many franchise outlets in a specificarea can cause “overpopulation” – causingeach to steal business from others.four>Never be the First in aFranchise System. Why shouldn’t you?Who else is to receive the best attentionand technical help than a company’sfirst franchisee. As long as you did yourhomework and have researched wellabout the business you are getting into, allwill be well.five>There is no need to hire aprofessional until I return from initialtraining. Early business mistakes couldbe very costly. Best to stir away from themwith your arsenal – a group of professionalsto help you manage your business. Theyneed not be hired full-time, even on aconsultative basis will do.six>Using just about 80% ofthe franchisor’s business plan, andmodifying it later to fit your style ofmanagement. If you want to do thingson your own, you might be well-offwith your own business, not a franchise.eight>When you buy yourfranchise, success is guaranteed. Anynew business venture involves risk. Youmust be ready to work long hard hours toimplement the franchisor’s business planin order to succeed. The advantage is—you have a plan. The unknown is—howwell you’ll implement it.nine>Banks will lend you moneywhen you find the right franchise. Whilebanks are open to lending money especiallyto franchisees, you might not see eye to eyein terms of identifying the “right” franchise.While you are still gainfully employed, bestto save up for your franchise project; simplyborrow from the bank whatever amountyou are in deficit of.ten>”I know how to managepeople.” Better make sure you reallydo. If you have no (or a poor) experiencein managing and working with a groupof fellow employees, be sure to discussthis with the franchisor. In most systems,you’ll be hiring, motivating, and trainingseveral employees.Franchising really is a tall order.With determination however and properknow-how, it may just be a walk in thepark. Here in the country, a franchiser’sclosest ally could well be the Associationof Filipino Franchisers Inc. (AFFI),organizers of the concluded 6th FilipnoFranchise Show at the SM MegatradeHall in Mandaluyong City. / sme.com.ph

franchisingInnovative franchising livens up LPG tradeMore and more Filipinos are realizing their dream to get intobusiness for themselves, thanks to the franchising industry. At thesame time, franchisors are themselves helping liven up otherwisehum-drum sectors of trade.The Detubios of Botolan, Zambales willattest to this. George and Carmen are theproud owners of GD Detubio Enterprise,a franchise outlet of PR Gaz Haus, thecountry’s first convenience store chain forLPG products and services.“Having a business with PR Gazproved to be the best and mostproductive investment I’ve ever made,”says George of the innovative retailfranchise concept.George, a junior first engineer andoverseas worker, and Carmen, a careerbanker,are an enterprising husband andwife team. Combining marketing savvy,hard work and a strong backing of PRGaz Haus, monthly sales of GD DetubioEnterprise have risen from an average1,500 cylinders to over 2,100 cylinders of11 kilo Household LPG tanks.On July 8, barely two years after theyopened the pilot outlet in Iba, the Detubiosinaugurated the second LPG ConvenienceStore in their hometown Botolan withgreat fanfare.“Thanks to the PR Gaz-PlantersbankFranchise Loan program, we’ve realizedour dream of opening another store a lotsooner,” explains George pointing to thedisplay in the new store, which is also thefirst outlet financed under new facility.PR Gaz Haus chief executive officerNelson Par says his company set up the PRGaz-Plantersbank Franchise Loan programto provide one-stop competitive in-housefinancing for franchisees’ inventory andstore improvement requirements.Under the financing deal, collateralfreeterm loans up to P700,000 are on tapfor qualified franchisees. The loans arepayable from six months to three yearswith PR Gaz Haus providing corporateguarantee for each approved loan.“PR Gaz Haus welcomes the support ofPlanters Development Bank in promotingthe growth of a professional and robustfranchise sector,” says Mr. Par. “This willcertainly lead to more employmentopportunities and contribute to a widerrange of choices for LPG consumers.”Above: Carmen Detubio and husbandGeorge (right) receive their newfranchise certificate from PR Gazchief operating officer Siu Ping Par.The Detubios recently opened theirsecond PR Gaz LPG convenience storein Botolan, Zambales. Also in photois PR Gaz Haus business developmentmanager Ronie H. Badidles.vol. 2 issue 3 2007 /

Based in New York, Adrian Miller is the president of AdrianMiller Direct Marketing, a sales training and consultingcompany that provides customized, results-driventraining programs to companies worldwide. AMDM’sprograms focus on the techniques and skills needed forbuilding new business and retaining existing business,resulting in increased ‘ROA’ (Return on attention). Shecan be reached at amiller@adrianmiller.com.One of the most enjoyable professional experiences is the “aha”moment that erupts when you’re able to provide a businesscontact with a lead. It’s a tremendously enjoyable, productive,and effective way to network.However, these peak “aha” momentsare quite sporadic; and, apparently, muchless common than most people think. Intruth, because these experiences can beso memorable (for all of the reasons notedabove), it’s easy to think that they happenevery other week. But upon closer look,it’s probably more like once every fewmonths; maybe a handful of times a year,if you’re lucky.Paradoxically, while the “aha” lead linkexperience is in itself a very efficient thing—because you’re tangibly and measurablyhelping solve a business problem throughyour referral—the approach to generatingleads is woefully inefficient. This isexplained below.From bartering to stores of value:a trip down economic laneTo understand the dynamics of the“aha I know someone who can do that”experience in all of its well intentionedbut inefficient glory, let’s take a quickglance at one of the greatest inventions inour history: money.Not too long ago, if you wantedsomething - say, a pair of shoes - youhad to have something to trade for them.And furthermore, the person selling youthe shoes had to need what you had totrade. In other words, if you and your shoesalesman didn’t have mutually aligned “aha”moments, then there was no immediatedeal - he’s stuck with a pair of shoes that hecould have sold, and you’re stuck wanting apair of shoes, and not having them. It wasvery depressing. Many people probablywent shoeless.What had to take place, was that youhad to trade your stuff to someone else inorder to obtain something that the shoesalesperson wanted. Then, and only then,could you make the deal. It could takemonths; or just shelved entirely.And then, cheerfully, money startedcirculating. And this money was nothing buta store of value. It was a piece of paper (ora piece of metal) that held a certain value,and could be traded with ridiculous easebetween multiple buyers and sellers. Needsome shoes? No problem! Send in some ofthat money (and add a little bit extra, theservice was great) and get a pair. It broughtpeople together, and enabled them to dobusiness because they had money. Theyhad something in their pocket that enabledan “aha” moment to occur. / sme.com.ph

sales trainingShutterstock photo/ Yanik ChauvinFrom Money to Lead Generation:Being ProactiveIn a nutshell, the introduction of moneyallowed people to be very proactive. Theydidn’t have to wait for infrequent “aha”moments in order to do business. Thanksto the money in their pocket, they could beprepared for an unforeseeable future. Theycould, in essence, experience “aha” momentsall of the time. Several times a day, in fact.Generating leads through your businessnetwork can take the same path, and benefitin much the same way, as the economicsystem did in its evolution from barteringgoods to exchanging money.How? Simple. When you network, don’tlimit yourself to looking for “aha” moments.There’s no need! Rather, learn about whatyour business contacts do; even if you don’timmediately need them, and they don’timmediately need you.When you develop relationships withquality partners and learn about what theydo, how they do it, why they do it, andwith whom they do it, you are, in essence,acquiring a store of value. You are increasingyour capacity to be proactive, and to generateexponentially more “aha” moments in thefuture if and when an opportunity to worktogether (or make a referral) happens.The thing to remember here - and it’simportant, because it’s a new way of thinking- is that you don’t need to need anythingfrom a potential networking partner in orderto proactively find out all you can aboutthem. Nor do you need to be trying to finda fit for someone who asked you if you knewsomeone who did this or that. As you developrelationships and generate leads, you areadding to your “bank account” of qualitypartners; both for yourself, for your partners,and for your clients. And at the same time,you’re investing into someone else’s account;they, too, now know what you do, how youdo it, why you do it, and with whom you doit. And when they need you, for themselves orfor a contact, they’ll be in touch.A New Way of ThinkingThe freshest way of looking at this isthat of opening a closed box. For centuries,generating leads has been a reactive exercise.You (or your business ancestors) went to a socallednetworking event, and tried to find a“fit” for your current need. At the same time,you were sought out by other businesses aspossibly filling of their current needs. If therewas no immediate “aha” moment - if youdidn’t need shoes and someone there didn’tsell the shoes you wanted - then littlewas accomplished.And even if you did walk away froma networking event with a pocket-fullof business cards, it wasn’t as helpful- or valuable - as it should have been.There was no proactive attempt tolearn about quality partners who didn’tfit one of your current needs, or viceversa. In other words, you (naturally)focused on the partners that could helpyou here and now; and so did the otherpeople in the room.But that’s the closed box; and it’sextinct (but doesn’t quite know it yet).The new way of looking at this - theopen box - is to proactively generatingleads regardless of whether there is acurrent need.This increases your bank account ofpotential partners down the road, and atthe same time, increases your exposureto quality professions in various walks ofworkforce life. Indeed, even if a businessdeal is never struck with a proactivelygenerated lead, the cross-dialogue withquality, excellence-driven professionalscan be incredibly rewarding and totallyprofitable. After all, as we all know,innovations in how business is doneis not limited to any particular field ortype of professional; knowing how anautomotive manufacturer is successfullyanticipating customer demand can helpyou sell your hotel rooms. Learning howa marketing firm is branding itself canhelp you increase market share for yourlaw firm.It’s Not Just About the Cards“Aha” moments will still pop upfrom time to time, and they’ll still be veryenjoyable experiences. But remember:networking these days, and in thefuture, isn’t merely about trading cardsand seeking that rare “oh yes, I knowsomeone who can do that” moment. It’sabout proactively building your businessbank account with stores of value; withinformation that you have learned fromactively generating leads.In this way, your access to newbusiness professionals will increase asyour circle widens and opens outside ofits conventional framework. The results?More “aha” experiences. A high qualitynetwork of diverse professionals whocan provide answers and insight. And, ofcourse, our old favorite: more money!vol. 2 issue 3 2007 /

Cebu hosts RP’s first SMEIndustrial ParkPlantersbank opens the gates of the country’s first industrial park for SMEs. Present at the cutting of the ceremonial ribbon are (left to right) Cebu Trade and Industryprovincial director Nelia Navarro, Philippine Economic Zone Authority director general Lilia de Lima, Mactan Economic Zone administrator Sansaluna Pinagayao, CebuGovernor Gwendolyn Garcia, Plantersbank chairman Ambassador Jesus P. Tambunting, Presidential Management Staff director general Cerge Remonde and Naga MayorValdemar Chiong.10 / sme.com.ph

special featureJewelry, home furniture and accents on display,including the exquisite wire chair on display, courtesyof Mactan-based Avatar Accessories, Inc. andSuperior Export-Import Philippines of Talisay City.CAPTION:Naga, Cebu—Plantersbankrecently inaugurated inthis southern Cebu townits multi-million pesoindustrial park dedicatedto Small and MediumEnterprises.The Plantersbank SME Industrial Parkis a 40-hectare property within the NewCebu Township One (NCTO), a 250-hectareintegrated development with industrial,commercial and residential developments.“The SME Industrial Park in Naga,Cebu is another pioneering initiative byPlantersbank to provide Filipino SMEs witha platform to consolidate operations, widenexporting potentials, and most importantly,benefit from the fiscal benefits extendedto locators in an export processing zonearea,” according to Plantersbank chairmanAmbassador Jesus P. Tambunting.Several of Cebu-based SMEs alreadysigned up as locators many weeks inadvance of the opening. The list includesthe province’s leading fashion and furnitureexporters like Avatar Accessories, Bon AceFashion Tools, Superior Export-ImportPhilippines, Nature’s Legacy and ArdenClassics.Plantersbank chairman Ambassador Jesus P. Tambunting (left) presents the scale modelof the project to Presidential Management Staff director general Cerge Remonde,Philippine Economic Zone Authority director general Lilia de Lima and Cebu GovernorGwendolyn Garcia. The Plantersbank SME Industrial Park aims to become Cebu’s meccaof innovative ideas that will propel SMEs to excellence and global recognition.vol. 2 issue 3 2007 / 11

Unlike other industrial parks that onlylease the land to locators, the PlantersbankSME Industrial Park is selling industriallots ranging from 1,000 square meters totwo hectares. Combined with financingpackages from Plantersbank, this makes iteasier for SMEs to plan construction andexpansion of their manufacturing plant.As a Special Economic Zone,this project offers incentives to SMEsincluding exemption on taxes and dutieson importation of capital equipment,tax credits for locally sourced capitalequipment, exemption on export tax andimport fees, a four to eight year holiday onincome taxes, and 5-percent income tax ongross income following the tax holiday.“With the rise of the first ever SMEIndustrial Park in Cebu, we hope to spureconomic, industrial and social developmentin the area,” adds Ambassador Tambunting.“In helping SMEs succeed, we are able tospark economic activities leading to morejobs, higher incomes and a better quality oflife, especially in the countryside.”The Plantersbank SME Industrial Parkaims to become the melting pot for Cebu’sfinest and innovative ideas for businessesthat will propel the country’s overall SMEexcellence.Local government officials havepledged support for the Industrial Park.Cebu Governor Gwendolyn Garciaand Naga Mayor Valdemar M. Chiong saidthey would be putting up a port that couldserve roll on-roll off passenger vessels andsmall cargo ships.Governor Garcia added that theprovincial government will pursue otherprojects in addition to the proposed port,that would provide the infrastructureto support the industrial park’s growth.Among the pressing needs are efficientwater supply and alternative routes to andfrom the Plantersbank SME Industrial Parkto the inner roads of Naga.Mayor Chiong said the local governmentwould give additional incentives to locatorsif local residents comprise 80 percent oftheir workforce.“Plantersbank believes that Cebu is thecenter of SME operations in the country,”said Ambassador Tambunting. “We areconfident that this park will not only bea regional industrial center but a centerfor SME excellence that will make Filipinoproducts known worldwide.”New park locator. Pedro Delantar (right) of Nature’s Legacy Eximport signsagreement with Plantersbank chairman Ambassador Jesus P. Tambunting andSenior Vice President Elizabeth C. Umali.Below: It’s a happy moment for Cebu’s Young Entrepreneur of the Year ButchCarungay, founder of Avatar Accessories, one of the first companies to signup for the SME Industrial Park. Butch Carungay’s jewelry designs and fashionaccessories are highly sought in Europe and North America. With him arePlantersbank chairman Ambassador Tambunting and Senior Vice PresidentElizabeth C. Umali.SME Industrial Park Dialogue:Philippine Export Zone Authority chief Lilia de Lima (clockwise fifth fromhead of table) and Plantersbank chairman Ambassador Jesus P. Tambunting(third from right) hold impromptu roundtable with Cebu clients and SMEIndustrial Park locators.12 / sme.com.ph

special featureTop left: Client Mar Panganiban (left) shares alight moment with Plantersbank Assistant VicePresident Steven A. Tambunting, Senior VicePresident Allen Vergara and Mandaue branchmanager Pia C. Alturas. R. Panganiban is thechairman of Vismin Advent Traders, Inc.Above: Ambassador Jesus P. Tambuntingwelcomes announcement by client RamirBongahoy (right) that his company Bon AceFashion Tools will put up a plant in the SMEIndustrial Park.Left: Clients Felix Tiu of Iloilo-based EON Group;Charles Belleza, CEO of high-end furnitureexporter Raphael Legacy, and Mar Panganiban,president of the Central and Eastern VisayasAssociation of Distributors.Below: Plantersbank clients Bern Tiu and Felix Tiuof Iloilo-based EON Group, Atty. Jerome Padio andAssistant Vice President Josephine S. Caram ofPlantersbank Iloilo Branch.vol. 2 issue 3 2007 / 13

Ocampo’sFine JewelryBy Ma Liza A Solano14 / sme.com.ph

cover storyA business that is tested in fire—andsurvives—becomes more resilient. This is alsotrue with people and human relationships.Learning how to cope with life’s difficultiesbuilds character. Facing and overcomingchallenges together strengthen the bondbetween husband and wife, and parent andchild. And this is precisely what makes thestory of Ocampo’s Fine Jewelry interestingto tell. It is about how Victor and AmadaGutierrez (and their brood of eight) madethe family business grow in the last 50 yearsdespite serious setbacks.vol. 2 issue 3 2007 / 15

A good partnershipBoth husband and wife admit that it isAmada who has a mind for business and theknack for selling jewelry. Victor’s talent is indesigning the Ocampo’s stores. He workedas an architectural engineer in Guam beforethey got married. Selling jewelry is inAmada’s blood. Her father Santiago LagmanOcampo was a traveling jewelry salesman.He opened the first Ocampo’s store beforeWorld War II. From their base in Guagua,Pampanga, Santiago sent his 10 childrento set up stores in different parts of Luzon:Angeles, San Fernando (Pampanga), Tarlac,Manila, Baguio, etc. Amada was in charge ofthe store in San Fernando, Pampanga. Whenshe marriedVictor in 1957, they opened theOcampo’s pawnshop and jewelry store inOlongapo. It was to be the first of manybusiness ventures that they would developtogether. Business was good in Olongapowhich then hosted the Subic Naval Base ofthe United States. “During the Vietnam war,people made good on their payments.Before, the people in the province did notwant their appliance to be repossessed.Nahihiya sila.” Their daughter Vittsi relatesthat her parents even made a business ofbringing Kodak films from customers inOlangapo for processing and printing inManila. They also repaired watches. “Wegot into businesses where we could makemoney,” Victor says. “Suppliers wrote to us,offering their products. We would get theproducts if we think we could sell them. Wemade our decisions on gut feel.”A matter of faithTheir business in Olongapo andPampanga suffered when Mt Pinatubovolcano erupted in 1991 and the Americanswithdrew their military bases from thecountry soon after that. Lahar from MtPinatubo also covered several towns inZambales, Pampanga and Tarlac. “Louie(one of their four sons) started thinking ofOcampo childrenThere were nocredit cards thenbut people madegood on theirpayments.the American soldiers went to Olongapofor their R&R,” says Victor. “They would sellor pawn their jewerry.”Risk takersThe Gutierrezes are naturalentrepreneurs. They later branched out intoother businesses such as selling appliancesand an LPG dealership. “We offeredinstallment payment for appliances,” Amadasays. “There were no credit cards then butmoving the business elsewhere,” recallsVictor. “The young ones thought of doingbusiness outside Zambales and Pampanga.”Amada says many of the businesses had toclose down. “We were lucky that we did nothave to pay rent.” They owned the buildingthat housed their store. “One day, I stood infront of the seven-storey Ocampo buildingin Olongapo. What should I do with thisbuilding? Let’s stay put come what may,”Victor recounts. “We decided to stay even16 / sme.com.ph

cover storyif there were no sales for a year,” Amadaremarks. “Olongapo was a dead town atthat time. We were the only ones sellingappliances and jewelry who stayed. Withdetermination, we were able to recovergradually,” says Victor. “Determination andsacrifice,” adds Amada. “We succeededthrough prayers. We went to masseveryday.” It was not the first time that theGutierrezes faced the threat of financial ruin.Their house and warehouse were gutted byfire twice—first in 1975 and then in 1982.They had a full inventory of appliancesand jewelry at both times. Because of theirgood relationship with suppliers, Amadasays they were able to replenish their stockon credit. Their suppliers told them: “Paywhen you have money.”Doing things right “It is important topay suppliers on time,” says Amada. Shenever borrowed money that she couldnot pay. She would tell her children: “Livewithin your means.” The Gutierrezes alsomaintained a good reputation with theircustomers. “We had the confidence of thepeople,” Victor said. “They knew they couldtrust the Ocampos as storeowners.” “Serviceis the key,” adds Amada. “We are friendlywith the customers. Siyempre inaalagaannamin sila. There are 10 of us servingthem.” They introduced their children tothe business at an early age. They askedthem to help at the stores during summervacation. Later on, they sent their daughters,after graduating from college, to studyat the Gemological Institute of America(GIA) where they learned how to appraiseand select gems. Both Victor and Amadabelieve that success in business requiresworking hard, patience and commitment.“You have to climb slowly. If you go uptoo fast, you’ll fall hard when you fall,” saysAmada. “‘Yun ang sabi ng tatay ko. Welearned to stand on our own two feet withencouragement from my Dad.” “You haveto be patient,” agrees Victor. “Dedication isneeded. At first, I was the only one drivingus everywhere—from Olongapo to Manila,to Divisoria and back.” He drove a pickupAmada and Victor Ocampovol. 2 issue 3 2007 / 17

Amada neverborrowed moneythat she couldnot pay. Shewould tell herchildren: “Livewithin yourmeans.”truck that could carry four refrigerators.“We also used to sell LPG tanks,” he relates.He would pick up 15 cylinder tanks in Pasigand bring these to their store in Olongapo.“We were one of the first to sell LPG in ourarea.” “At first, we had only an owner-typejeepney,” says Amada. “We decided to takethe bus to Manilla instead because we wereafraid to leave merchandise in the jeepneywhich had no doors we could lock.”Golden yearsToday, the appliances get deliveredto their department stores in Subic andin Dinalupihan and Balanga in Bataan.Ocampo’s also sells a variety of products,from furniture to Sony play stations. It is anauthorized dealer of Nokia and a reseller ofSony Ericson and Motorola accessories. Asidefrom Ocampo’s Fine Jewelry, the Gutierrezfamily also started the Silverworks storewhich is present in major shopping mallsnationwide. It is a Dream Satellite dealerin Olongapo, and manages STI computerschool and Penshoppe store in Balanga,and Bench boutiques in Balanga andOlongapo. It leases out properties handledby G.O. 4 & 4Property Management Corp.The family also operates Marysville HomeCare in the US; ISIP Center in Makati , whichis a venue for events, workshops and othersocial functions; and Holy Family RetreatHouse and Prado Farms in Prado, Lubao.Now retired, Victor and Amada celebratetheir 50th anniversary as a married coupleand as business partners this year. Theyhave passed on the business to their eightchildren but they still give them guidanceand advice when needed. Did theirbusiness turn out the way they expectedit to? Or did they want more?“More,” bothVictor and Amada answered almost inunison. For them, Ocampo’s continues tobe a work in progress, one that the nextand succeeding generations will continueto develop and grow.18 / sme.com.ph

marketingWoW -ingBusinessMichelangelo, the great artisan who conquered the Renaissance period, has more than a knack for painting;he has imparted one great business lesson: “The greatest danger for most of us is not that our aim is toohigh and we miss it, but that it is too low and we reach it.”If the artist settled for mediocrity, would the ceiling of theSistine Chapel be admired to date? Sub-standard was not in hisvocabulary. He believed that to survive, one has to present himselfdifferently. And amazingly, it is with this principle that he hasimmortalized his name in the arts.That was Michelangelo’s WOW factor. Wouldn’t you like toetch your business in your niche market? The same tenet goes forenterprises. A sea of choices confronts every consumer; business ismost likely to survive if it was different and unpredictable.But how? In goes theconcept of the Wow Projects. Wow projectsmake a difference, it takes your breathaway, it has added value, it transforms theenterprise, and more importantly, it is nothype. It is for real, and it can stay for as longas the business does.The How of Wow is fairly simple. Inevaluating any project, ask yourself: Wow?It is more than answering: ‘Were thecustomers satisfied?’ or ‘Did the businessexceed expectations?’ Asking yourself thesimple three letter word would allow youto continuously evaluate your business.Wow not only asks about how the productperformed; the answer becomes multidimensionalas it tackles every bit of thebusiness efforts in delivering the productto the end consumer.Wow also accounts for three things:beauty, impact and raving fans. If you hitthese three things right on target, youhave got yourself a Wow project.Wow projects leave a legacy. Andlegacies are in for the long run. Wowyour business and you may just see yourbusiness well and thriving for long haul.Wow-ing the business is a matterof aiming high – setting yourself to thechallenge of being different amongst therest. It definitely won’t hurt that you reachthese goals too.No matter how difficult circumstancesmay get, the important thing is neverto settle for mediocrity. Think likeMichelangelo and continuously askyourself: Wow?Shutterstock photo / José Correia Marafonavol. 2 issue 3 2007 / 19

September 2007Rosario Acierto andson Mark AciertoEducation is their businessBy Estelle Custodio-Piencenaves20 / sme.com.phMark Acierto and his siblings were born, literally, into a life ofeducation. Their parents, Jose and Rosario Acierto, were teachers in thenorthern province of Isabela. Like many other Filipinos, the couplemoved to Manila to find greener pastures during the late 70s.

Above: Mrs. Rosario Acierto receivedher certification from the AmericanMontessori Society in 1991.Below: Mark Acierto, VP foradminstration poses with students ofCasa del Niño .The search led Rosario Acierto to ateaching job in OB Montessori. Several yearsof teaching in the school prepared her wellfor what was to come. In 1981, the familyeventually decided to open their own preschool,which they named Casa del NiñoMontessori (House of Children Montessori)in Laguna.“Developments were in Calabarzonat that time. We moved to the south andthe family said let’s put up a small school.It kept everyone busy, earning just enoughincome,” says Mark who was but a toddlerat that time.The school started in their house. Askids, the Acierto children grew up seeing theirhouse transform into a garage school by dayand back to home by night. In fact, Mark andhis siblings were among Casa del Nino’s firstbatch of 17 pre-schoolers. The school and theAcierto kids grew side by side.“We were growing in the business evenif we weren’t part of it. We’ve always beenthere. Ayaw mo na non. Sabi ko nga parangayaw ko ng mag-teacher (I told myself, Idon’t think I want to be a teacher,)” sharesMark. He later proved his point by choosingto pursue dentistry in college.The pre-school started earning after afew years. Rosario used the funds to pursuestudies in New York in the mid-80s. Shereceived a certification from the AmericanMontessori Society a year after. Bettersme focusequipped with knowledge and not justexperience, the family followed their gutfeel and expanded the business.They established the grade schooldepartment and in a couple more years,sought out a bank partner that can helpthem to expand to high school level.The right business partner“Our company (at that time) was quiteyoung and ignorant of business processes,even jargons. We were so small that nobank would ever trust us. That’s wherePlantersbank came in. They gave us thebreak,” says Mark recalling the hardships ofbeing a new player in the business.The partnership with Plantersbankwas forged in 1995. The Aciertos, who havealways been passionate about teaching,slowly learned the business side of theirwork.“Naabutan ko pa hanggang magkahighschoolkami. (I was able to attenduntil high school.) There’s pressure in thesense that I had to behave really well!”Mark shares of his extraordinary schoolingcircumstances.With the help of a partner who truststheir business instincts, Casa del Niño didnot only realize the dream of having a highschool, but also that of establishing moreschools. They have six school branches todate.“the end of education is character”vol. 2 issue 3 2007 / 21

sme focusTeaching is in the bloodWhile Mark tried his best to veer awayfrom teaching, he was always drawn into it.After finishing his degree in dentistry, hefound himself doing dental work for thestudents in their school.“Hihigupin ka talaga,” he remarked,laughing. I’ve been practicing (dentistry) fortwo years and I’ve been school dentist also.One day, I decided to take up one class. Itaught biology and I liked it.”The teaching bug bit him, so to speak.But he wasn’t at all surprised. “Sabi nganila, once its in your blood, it will surfacewhether you like it or not,” he adds.His sister, who now resides in theUnited States, is the school director fora Montessori school in California. Shestill helps Casa del Niño as an AcademicConsultant. She comes home during hervacations to train the teachers with thelatest and up-to-date teaching methods.“I didn’t feel any pressure to join thebusiness. We were exposed to it. That’show we developed the love for it. It’s likecoming home,” says Mark.Putting science into the businessTime and again, the Acierto familymembers have put in effort to update theirknowledge. But this time, with Mark atthe helm, his vision is to really blend theirpassion for academics with professionalbusiness management.“I had to re-tune myself and I went tothe Asian Institute of Management (AIM)to take up Master of Entrepreneurship in2002. I learned a lot from that. My guru said,‘you have to do good and do well at thesame time.’ Things have to change in ourbusiness. It can’t always work from gut feel,”explains Mark.22 / sme.com.phMark Acierto with student scholarsToday, Casa del Niño Montessori andScience High School has developed a schoolsystem to manage the six branches located inLaguna and Isabela. “We created a professionalteam of administrators who can make the dayto day decisions. We meet with them, trainthem, and we set the directions, strategiesand plans. We allow them to improve andinnovate,” he explains.Mark, who is just in his early 30’s, is nowenjoying fulfilment in educating others. He iscurrently the vice-president for administrationand is well-loved by his students.The greatest reward for him is theachievements of their graduates. Last yearalone, six of their students graduated withthe highest honors in their respectiveuniversities. “Sa amin ang balik non is morethan enough. You can go out to the worldand tell the truth—yun ang kaligayahannamin,” he enthuses.He proudly adds that instead of invitingpoliticians and successful individuals tospeak during graduation day, they nowinvite their alumni students.Future plansOn one side of their administrationoffice lobby, a quote from a great guru inIndia is painted on the wall in bold letters. Itsays, “The end of education is character.”For Mark, it means that character makesyou successful in anything you want to be.Character, for him, is formed by meaningfulexperiences. He learned this in their schooland it’s the same thing that he wants toimpart to every Casa del Niño studenttoday and in the future.“Our responsibility is to dedicateourselves to the betterment of other peopleand try to outdo ourselves every time. Ibelieve in the principle of kaizen, whetherin teaching or in business. It’s outdoingyourself, one little step at a time,” he saysin conclusion.Photos by AJ Perartilla

August20076 Monday – LAST DAY OFe-FILING/FILING & e-PAYMENT/PAYMENT• 2000 - DST for July 200710 Friday – LAST DAY OFe-FILING/FILING & e-PAYMENT/PAYMENT/REMITTANCE• 1600 - Withholding VAT/PT for July 2007FILING & PAYMENT/REMITTANCE• 1601C, 1601E, 1601F, & 1602 - Withholding return on compensation,EWT, & FWT for July 2007 (non-EFPS taxpayers)• 1606 - Withholding on transfer of real property other than capitalassets for July 2007DISTRIBUTION• 2306 - Certificate of VAT withheld for July 2007REMITTANCE• PhilHealth - ME-5 Contributions for July 2007• SSS - R-5 Contributions for July 200713 Monday – LAST DAY OFe-FILING• 1601C, 1601E, 1601F, & 1602 - Withholding return on compensation,EWT, & FWT for July 2007 (Groups C, D & E)14 Tuesday – LAST DAY OFe-FILING• 1601C, 1601E, 1601F, & 1602 - Withholding return on compensation,EWT, & FWT for July 2007 (Group B)REMITTANCE• HDMF - M1-1 Contributions by employers whose names start withletters A to D for July 200715 Wednesday – LAST DAY OFe-FILING• 1601C, 1601E, 1601F, & 1602 - Withholding return on compensation,EWT, & FWT for July 2007 (Group A)e-PAYMENT• 1601C, 1601E, 1601F & 1602 - Withholding on compensation, EWT &FWT for July 2007 (all EFPS groups)FILING & PAYMENT• 1701Q - ITR for self-employed, estates and trusts for TQ ended June2007• 1707A - Consolidated CGT return for shares not traded in the stockexchange for TY ended April 2007e-FILING/FILING & e-PAYMENT/PAYMENT• 1702 & 1702-AIF - Annual ITR and AIF by corporations andpartnerships for FY ended April 2007• 1704 - IAET for FY ended July 2007REGISTRATION• Bound computer-generated/loose-leaf books of accounts and otheraccounting records for FY ended July 200720 Monday – LAST DAY OFFILING & PAYMENT• 2550M & 2551M - VAT & PT for July 2007 (non-EFPS taxpayers)e-FILING/FILING & e-PAYMENT/PAYMENT• 2551Q - PT for TQ ended July 2007DISTRIBUTION• 2307 - Certificate of EWT for TQ ended July 2007REMITTANCE• HDMF - M1-1 Contributions by employers whose names start withletters E to L for July 200722 Wednesday – LAST DAY OFe-FILING• 2550M & 2551M - VAT & PT for July 2007 (Groups D & E)23 Thursday – LAST DAY OFe-FILING• 2550M & 2551M - VAT & PT for July 2007 (Group C)24 Friday – LAST DAY OFe-FILING• 2550M & 2551M - VAT & PT for July 2007 (Group B)REMITTANCE• HDMF - M1-1 Contributions by employers whose names start withletters M to Q for July 200727 Monday – LAST DAY OFe-FILING• 2550M & 2551M - VAT & PT for July 2007 (Group A)e-PAYMENT• 2550M & 2551M - VAT & PT for July 2007 (all EFPS groups)e-FILING/FILING & e-PAYMENT/PAYMENT• 2550Q - VAT for TQ ended July 2007SUBMISSION• Summary list of sales/purchases by VAT-registered taxpayers (non-EFPS) for TQ ended July 200728 Tuesday – LAST DAY OFSUBMISSION• SEC - AFS for FY ended April 2007 by corporations whose securitiesare not registered under RSA or SRC29 Wednesday – LAST DAY OFe-FILING/FILING & e-PAYMENT/PAYMENT• 1702Q - ITR by taxpayers on FY accounting period for TQ endedJune 200730 Thursday – LAST DAY OFe-SUBMISSION• Summary list of sales/purchases by VAT-registered taxpayers (EFPS)for TQ ended July 2007REGISTRATION/ SUBMISSION• Computerized books of accounts and other accounting records inCD-ROM for FY ended July 2007, and affidavit on the post reportingrequirements for CASSUBMISSION• Inventory list for FY ended July 200731 Friday – LAST DAY OFREGISTRATION• Manual books of accounts and other accounting records for FYbeginning September 2007SUBMISSION• BOI - Transcript sheets of ORB by qualified jewelry enterprises for FYended July 2007REMITTANCE• HDMF - M1-1 Contributions by employers whose names start withletters R to Z for July 2007September20075 Wednesday – LAST DAY OFe-FILING/FILING & e-PAYMENT/PAYMENT• 2000 - DST for August 200710 Monday – LAST DAY OFe-FILING/FILING & e-PAYMENT/REMITTANCE• 1600 - Withholding VAT for August 2007FILING & PAYMENT/REMITTANCE• 1601C, 1601E, 1601F, & 1602 - Withholding return on compensation,EWT, & FWT for August 2007 (non-EFPS taxpayers)• 1606 - Withholding on transfer of real property other than capitalassets for August 2007DISTRIBUTION• 2306 - Certificate of VAT withheld for August 2007REMITTANCE• PhilHealth - ME-5 Contributions for August 2007• SSS - R-5 Contributions for August 200711 Tuesday – LAST DAY OFe-FILING• 1601C, 1601E, 1601F, & 1602 - Withholding return on compensation,EWT, & FWT for August 2007 (Group E)12 Wednesday – LAST DAY OFe-FILING• 1601C, 1601E, 1601F, & 1602 - Withholding return on compensation,EWT, & FWT for August 2007 (Group D)13 Thursday – LAST DAY OFe-FILING• 1601C, 1601E, 1601F, & 1602 - Withholding return on compensation,EWT, & FWT for August 2007 (Group C)14 Friday – LAST DAY OFe-FILING• 1601C, 1601E, 1601F, & 1602 - Withholding return on compensation,EWT, & FWT for August 2007 (Group B)REMITTANCE• HDMF - M1-1 Contributions by employers whose names start withletters A to D for August 2007tax calendar17 Monday – LAST DAY OFe-FILING• 1601C, 1601E, 1601F, & 1602 - Withholding return on compensation,EWT, & FWT for August 2007 (Group A)e-PAYMENT• 1601C, 1601E, 1601F & 1602 - Withholding on compensation, EWT &FWT for August 2007 (all EFPS groups)e-FILING/FILING & e-PAYMENT/PAYMENT• 1702 & 1702-AIF - Annual ITR and AIF by corporations andpartnerships for FY ended May 2007• 1704 - IAET for FY ended August 2006FILING & PAYMENT• 1707A - Consolidated CGT return for shares not traded in the stockexchange for TY ended May 2007REGISTRATION• Bound computer-generated/loose-leaf books of accounts and otheraccounting records for FY ended August 200719 Wednesday – LAST DAY OFREMITTANCE• HDMF - M1-1 Contributions by employers whose names start withletters E to L for August 200720 Thursday – LAST DAY OFFILING & PAYMENT• 2550M & 2551M - VAT & PT for August 2007 (non-EFPS taxpayers)e-FILING/FILING & e-PAYMENT/PAYMENT• 2551Q - PT for TQ ended August 2007DISTRIBUTION• 2307 - Certificate of EWT for TQ ended August 200721 Friday – LAST DAY OFe-FILING• 2550M & 2551M - VAT & PT for August 2007 (Group E)24 Monday – LAST DAY OFe-FILING• 2550M & 2551M - VAT & PT for August 2007 (Groups B, C & D)REMITTANCE• HDMF - M1-1 Contributions by employers whose names start withletters M to Q for August 200725 Tuesday – LAST DAY OFe-FILING• 2550M & 2551M - VAT & PT for August 2007 (Group A)e-PAYMENT• 2550M & 2551M - VAT & PT for August 2007 ( all EFPS groups)e-FILING/FILING & e-PAYMENT/PAYMENT• 2550Q - VAT for TQ ended August 2007SUBMISSION• Summary list of sales/purchases by VAT-registered taxpayers (non-EFPS) for TQ ended August 200728 Friday – LAST DAY OFREGISTRATION• Manual books of accounts and other accounting records for FYbeginning October 2007SUBMISSION• SEC - AFS for FY ended May 2007 by corporations whose securitiesare not registered under RSA or SRCREMITTANCE• HDMF - M1-1 Contributions by employers whose names start withletters R to Z for August 2007October20071 Monday• BIR Form 1702Q – ITR by taxpayers on FY accounting period for TQended July 2007• Registration of computerized books of accounts and otheraccounting records in CD-ROM for FY ended August 2007, andaffidavit on the post reporting requirements for CAS• Summary list of sales/purchases by VAT-registered taxpayers (EFPS)for TQ ended August 2007• LGU – Real property tax 3rd installment for 20075 Friday• BIR Form 2000 – DST for September 200710 Wednesday• BIR Form 1600 – Withholding VAT for September 2007• BIR Forms 1601C, 1601E, 1601F, & 1602 – Withholding return onvol. 2 issue 3 2007 / 23

tax calendarcompensation, EWT & FWT for September 2007 (non-EFPS taxpayers)• BIR Form 1606 – Withholding on transfer of real property other thancapital assets for September 2007• BIR Form 1603 – FBT for CQ ended September 2007• BIR Form 2306 – Certificate of VAT withheld for September 2007 (fordistribution)• Philhealth – ME-5 Contributions for September 2007• SSS – R-5 Contributions for September 200711 Thursday• BIR Forms 1601C, 1601E, 1601F, & 1602 – E-filing of withholdingreturn on compensation, EWT & FWT by for September 2007 (EFPS,Group E)12 Friday• BIR Forms 1601C, 1601E, 1601F, & 1602 – E-filing of withholdingreturn on compensation, EWT & FWT by for September 2007 (EFPS,Group D)15 Monday• BIR Forms 1601C, 1601E, 1601F, & 1602 – E-filing of withholdingreturn on compensation, EWT & FWT by for September 2007 (EFPS,Groups A,B, & C)• BIR Forms 1601C, 1601E, 1601F, & 1602 – E-payment of withholdingon compensation, EWT & FWT by for September 2007 (all EFPSgroups)• BIR Form 1603 – E-filing and e-payment of FBT for TQ endedSeptember 2007 (all EFPS groups)• BIR Forms 1702 & 1702-AIF – Annual ITR and AIF by corporations andpartnerships for FY ended June 2007• BIR Form 1704 – Improperly Accumulated Earnings Tax (IAET) for FYended September 2006• BIR Form 1707A – Consolidated CGT return for shares not traded inthe stock exchange for FY ended June 2007• Registration of bound computer-generated/loose-leaf books ofaccounts and other accounting records for FY ended September 2007• Philhealth – RF-1 Remittance report for the quarter endedSeptember 2007• SEC – AFS for FY ended June 2007 by corporations whose securitiesare registered under RSA or SRC• HDMF – M1-1 Contributions by employers whose names start withletters A to D for September 200719 Friday• HDMF – M1-1 Contributions by employers whose names start withletters E to L for September 200722 Monday• BIR Forms 2550M & 2551M – E-filing of VAT & PT for September 2007(EFPS, Groups D & E)• BIR Forms 2550M & 2551M – VAT & PT for September 2007 (non-EFPStaxpayers)• BIR Form 2551Q – PT for TQ ended September 2007• BIR Form 2307 – Certificate of EWT for TQ ended September 2007(for distribution)• LGU – Payment of Local business tax 4th installment for CY 200723 Tuesday• BIR Forms 2550M & 2551M – E-filing of VAT & PT for September 2007(EFPS, Group C)24 Wednesday• BIR Forms 2550M & 2551M – E-filing of VAT & PT for September 2007(EFPS, Group B)• HDMF –M1-1 Contributions by employers whose names start withletters M to Q for September 200725 Thursday• BIR Forms 2550M & 2551M – E-filing of VAT & PT for September 2007(EFPS, Group A)• BIR Forms 2550M & 2551M – E-payment of VAT & PT for September2007 (all EFPS group)• Summary list of sales/purchases by VAT-registered taxpayers (non-EFPS) for TQ ended September 2007• BIR Form 2550Q – VAT for TQ ended September 200729 Monday• SEC – AFS for FY ended June 2007 by corporations whose securitiesare not registered under RSA or SRC30 Tuesday• BIR Form 1702Q – ITR by taxpayers on FY accounting period for TQended August 2007• Summary list of sales/purchases by VAT-registered taxpayers (EFPS)for TQ ended September 2007• Submission of inventory list for TY ended September 2007• Registration of computerized books of accounts and otheraccounting records in CD-ROM for FY ended September 2007, andaffidavit on the post reporting requirements for CAS31 Wednesday• Registration of manual books of accounts and other accountingrecords for FY beginning November 2007• HDMF – M1-1 Contributions by employers whose names start withletters R to Z for September 2007November20075 Monday• BIR Form 2000 - DST for October 200712 Monday• BIR Form 1600 – Withholding VAT for October 2007• BIR Forms 1601C, 1601E, 1601F, & 1602 – E-filing of withholdingreturn on compensation, EWT, & FWT for October 2007 (EFPS, GroupsD & E)• BIR Forms 1601C, 1601E, 1601F, & 1602 – Withholding return oncompensation, EWT, & FWT for October 2007 (non-EFPS taxpayers)• BIR Form 1606 - Withholding on transfer of real property other thancapital assets for October 2007• BIR Form 2306 - Certificate of VAT withheld for October 2007 (fordistribution)• SSS - R-5 Contributions for October 2007• PhilHealth - ME-5 Contributions for October 200713 Tuesday• BIR Forms 1601C, 1601E, 1601F, & 1602 – E-filing of withholdingreturn on compensation, EWT, & FWT for October 2007 (EFPS, GroupC)• SEC - AFS for FY ended July 2007 by corporations whose securitiesare registered under RSA or SRC14 Wednesday• BIR Forms 1601C, 1601E, 1601F, & 1602 – E-filing of withholdingreturn on compensation, EWT, & FWT for August 2007 (EFPS, Group B)• HDMF - M1-1 Contributions by employers whose names start withletters A to D for August 200715 Thursday• BIR Forms 1601C, 1601E, 1601F, & 1602 – E-filing of withholdingreturn on compensation, EWT, & FWT for October 2007 (EFPS, GroupA)• BIR Forms 1601C, 1601E, 1601F, & 1602 – E-payment of withholdingreturn on compensation, EWT, & FWT for October 2007 (all EFPSgroups)• BIR Form 1701Q – ITR for self-employed for TQ ended September2007• BIR Forms 1702 & 1702-AIF – Annual ITR and AIF by corporations andpartnerships for FY ended July 2007• BIR Form 1704 – Improperly Accumulated Earnings Tax (IAET) for FYended October 2006• BIR Form 1707A – Consolidated CGT return for shares not traded inthe stock exchange for TY ended July 2007• Registration of bound computer-generated/loose-leaf books ofaccounts and other accounting records for FY ended October 200719 Monday• HDMF - M1-1 Contributions by employers whose names start withletters E to L for August 200720 Tuesday• BIR Forms 2550M & 2551M - VAT & PT for October 2007 (non-EFPStaxpayers)• BIR Form 2551Q – PT for TQ ended October 2007• BIR Form 2307 - Certificate of EWT for TQ ended October 2007 (fordistribution)21 Wednesday• BIR Forms 2550M & 2551M – E-filing of VAT & PT for October 2007(EFPS, Group E)22 Thursday• BIR Forms 2550M & 2551M – E-filing of VAT & PT for October 2007(EFPS, Group D)23 Friday• BIR Forms 2550M & 2551M – E-filing of VAT & PT for October 2007(EFPS, Group C)26 Monday• BIR Forms 2550M & 2551M – E-filing of VAT & PT for October 2007(EFPS, Groups A & B)• BIR Forms 2550M & 2551M – E-payment of VAT & PT for October 2007(all EFPS groups)• BIR Forms 2550Q – VAT for TQ ended October 2007• Summary list of sales/purchases by VAT-registered taxpayers (non-EFPS) for TQ ended October 2007• HDMF – M1-1 Contributions by employers whose names start withletters M to Q for October 200728 Wednesday• SEC - AFS for FY ended July 2007 by corporations whose securitiesare not registered under RSA or SRC29 Thursday• BIR Form 1702Q – ITR by taxpayers on FY accounting period for TQended September 2007• Registration of manual books of accounts and other accountingrecords for FY beginning December 2007• HDMF – M1-1 Contributions by employers whose names start withletters R to Z for October 2007December20073 Monday• Registration of computerized books of accounts and otheraccounting records in CD-ROM for FY ended October 2007, andaffidavit on the post reporting requirements for CAS• Summary list of sales/purchases by VAT-registered taxpayers (EFPS)for TQ ended October 2007• Submission of inventory list for TY ended October 20075 Wednesday• BIR Form 2000 - DST for November 200710 Monday• BIR Form 1600 - Withholding VAT for November 2007• BIR Forms 1601C, 1601E, 1601F, & 1602 - Withholding return oncompensation, EWT & FWT for November 2007 (non-EFPS taxpayers)• BIR Form 1606 -Withholding on transfer of real property other thancapital assets for November 2007• BIR Form 2306 – Certificate of VAT withheld for November 2007 (fordistribution)• PhilHealth - ME-5 Contributions for November 2007• SSS - R-5 Contributions for November 200711 Tuesday• BIR Forms 1601C, 1601E, 1601F, & 1602 – E-filing of withholdingreturn on compensation, EWT & FWT for November 2007 (EFPS,Group E)12 Wednesday• BIR Forms 1601C, 1601E, 1601F, & 1602 – E-filing of withholdingreturn on compensation, EWT & FWT for November 2007 (EFPS,Group D)13 Thursday• BIR Forms 1601C, 1601E, 1601F, & 1602 – E-filing of withholdingreturn on compensation, EWT & FWT for November 2007 (EFPS,Group C)14 Friday• BIR Forms 1601C, 1601E, 1601F, & 1602 – E-filing of withholdingreturn on compensation, EWT & FWT for November 2007 (EFPS,Group B)• SEC – AFS for FY ended August 2007 by corporations whosesecurities are registered under RSA or SRC• HDMF - M1-1 Contributions by employers whose names start withletters A to D for November 200717 Monday• BIR Forms 1601C, 1601E, 1601F, & 1602 – E-filing of withholdingreturn on compensation, EWT, & FWT for November 2007 (EFPS,Group A)• BIR Forms 1601C, 1601E, 1601F & 1602 – E-payment of withholdingon compensation, EWT & FWT for November 2007 (all EFPS groups)• BIR Form 1707A - Consolidated CGT return for shares not traded inthe stock exchange for FY ended August 2007• BIR Forms 1702 & 1702-AIF - Annual ITR and AIF by corporations andpartnerships for FY ended August 2007• BIR Form 1704 – Improperly Accumulated Earnings Tax (IAET) for FYended November 2006• Registration of bound computer-generated/loose-leaf books ofaccounts and other accounting records for FY ended November 200719 Wednesday• HDMF - M1-1 Contributions by employers whose names start withletters E to L for November 200720 Thursday• BIR Forms 2550M & 2551M - VAT & PT for November 2007 (non-EFPStaxpayers)• BIR Form 2307 - Certificate of EWT for TQ ended November 2007 (fordistribution)• BIR Form 2551Q - PT for TQ ended November 200721 Friday• BIR Forms 2550M & 2551M – E-filing of VAT & PT for November 2007(EFPS, Group E)26 Wednesday• BIR Forms 2550M & 2551M – E-filing of VAT & PT for November 2007(EFPS, Groups A, B, C & D)• BIR Forms 2550M & 2551M – E-payment of VAT & PT for November2007 (all EFPS groups)• BIR Form 2550Q - VAT for TQ ended November 2007• Summary list of sales/purchases by VAT-registered taxpayers (non-EFPS) for TQ ended November 2007• HDMF - M1-1 Contributions by employers whose names start withletters M to Q for November 200728 Friday• Registration of manual books of accounts and other accountingrecords for TY beginning January 2007• HDMF - M1-1 Contributions by employers whose names start withletters R to Z for November 200724 / sme.com.ph

GLOBE LAUNCHES WEBSITEESPECIALLY FOR SMEsGlobe Telecom launches today a new website dedicated toGlobe’s SME online portal http://www.sme.globe.com.ph provides entrepreneurswith a venue to network with others andpromote their businesses on the web.“The website gathers together allthe SMEs and their suppliers creatinga community where they can readilyand easily establish contacts, as well asadvertise their products and services.As the SME’s business partner, Globecontinues to find ways to help develop thissegment and support them by providingthe distinct communications servicesthat they require,” said Ailene S. Averion,marketing head for Globe SME BusinessGroup.This new online portal is gearedtowards becoming the one-stop shop forSMEs. It is their access to a wide network ofcontacts, online listing of businesses, andfree advertising.Globe’s new SME website is madeto provide information relevant to SMEowners. It offers a section on Globe’svarious products and services suited forSMEs, as well as the latest promos or dealsespecially packaged for them. The websiteincludes updated news feeds and usefullinks relevant to businesses, and successstories with its featured SME.Soon it will also feature a calendarthat allows registered members or SMEusers to schedule their business meetings,events and activities.One of the objectives of the GlobeSME online portal is to make it convenientfor business proprietors to avail of itsservices —enabling them to subscribeto Globe anytime, anywhere. With theportal’s online application facility that iscurrently being developed, this will soonbecome a reality. More than that, thewebsite will also include a troubleshootingguide, designed for subscribers’ quick fixmeasures for service issues and concerns.Last March, Globe launched itsMasigasig show in QTV Channel 11and Masigasig free magazine, whichis available at Globe Business Centersthe Philippines’ fast growing small and medium enterprise(SME) segment.and Globelines Payments and ServicesCenters. Masigasig features inspirationalstories, practical business tips and otherSME industry updates for entrepreneurs.Soon, there’s no way to miss an episode orissue anymore because SMEs will be ableto watch past episodes of the Masigasigshow and view the Masigasig magazinetechnologyonline with this website. Furthermore,members will have the option to receiveMasigasig e-newsletters.With the launch of its new onlineportal, Globe is working on offering amore robust site for the SMEs in the nearfuture to better serve the evolving needsof this segment.vol. 2 issue 3 2007 / 25

Herbert M. Sancianco has over 20 years of experience inadvertising, marketing and sales operations. He ownsand manages Market Bridges, Phils. Inc., a full marketingservices company, with offices at 11-0 BurgundyCorporate Plaza, 252 Sen. Gil Puyat Avenue, Makati City.The author can be reached at mbpidmbc@i-manila.com.ph or at Tel: (63-2) 886-4122 to 23.Every so often, you will reminisceabout a product name that you may haveused for the longest time and basicallygrew up with. Perhaps it was a food orbeverage brand, health supplement,fashion brand, restaurant, vacation placeand so on. It was a good product name,as you would say, and it was part of yourlifestyle.So what happened to those brands?A little research will tell you that some ofthem may have already disappeared fromthe market, or has remained stronglyentrenched to this very day. Those that areno longer there may have been replacedwith a challenger brand or have fallenvictim to obsolescence given the radicalshifts in the marketplace.Those that are still around are calledlegacy brands. These are brand namesthat continue to be visible for more than50 years. Who could forget Chocnut,Max’s, Aristocrat, Savory, Little Quiapo,United American Tiki-Tiki, Magnolia orManila Hotel?A product is in trouble when it displaysa continuously declining demand trend,which is due to one or several factors.• A competitor has penetrated thetarget market with a stronglypositioned and leveraged brand.The rival brand might have betteradvertising, more acceptableprice, strong distribution networkand customer support, and soforth.• A new, competing productmight promise consumers moreor superior benefits. Consider theway that makers of bottled teabaseddrinks are latching ontothe fitness craze and successfullychipping away at the marketshare of sugar-heavy, caffeineladencarbonated soft drinks.Clockwise: Shutterstock photo / Johnny Lye,Radomir JIRSAK, Lori Martin, Rohit Seth26 / sme.com.ph

marketing• The product or service category isobsolete. When was the last timeyou sent or received a telegram?Remember the famous handpager of the early 1990s? Bothhave long been replaced by themobile phone.A comprehensive market researchstudy done on the ailing brand will reveala lot of information about the targetmarket’s negative sentiment. The studywill surely reveal a long list of weaknesses.The question is whether the product canaddress them given its present design.There are products whose demandmay peak then slide within 5 years. Somemay even fall below the consumer radarwithin 18 months. Information technologyproducts are susceptible to this condition.Fashion related products come and gowithin a six month period, so you havedesigners working on new ensemblesseason after season.Before you decide to de-list a brand,first consider the possibilities that couldbe done to save it.1) Reformulate the ingredients ofthe brand. Make your product domore for the consumer at a lesserprice. Or offer the reformulatedproduct as an extension tothe primary variant to provideconsumers a wider selection ofchoices.2) Review the product’s packagingdesign. Some products mightnot sell simply because it is nolonger convenient to carry orstore. There is a health drink thatlooks like sludge. To make thedrink look more appealing, thebrand managers decided to putthe product in blue PET bottles,which did the trick.3) Resize the package to a fewmore wallet friendly sizes if it’sa price elastic product. Whoneeds to bring a large tubeof toothpaste on a businesstrip when all you need fits ina sachet?4) Look at another demographicprofile that may have a higherconsumption level than yourpresent consumers.5) Consider a new sales channelwhere the product is notavailable and is a valuablecontact point of purchase.6) Enter a new geographicalmarket that may not haveheard of you yet and re-growthe business from there.7) Restate your product promisethrough a more dynamicadvertising message and havemore invigorated creativeapproaches to generaterenewed awareness andpurchase interest.8) If you are in a service orientedbusiness, look into improvingyour service satisfactionrating through a moreinnovative and proactivecustomer service approachand delivery.If these actions are not feasiblebecause of the costs involved or stillfail to give the brand a second wind inthe marketplace, only then should theproduct be put to sleep. Otherwise,marketers should continue to lookfor ways and means to reinvigoratethe brand by introducing new andbetter consumer propositions, so thatthe market equity it enjoys can besustained or enhanced.Shutterstock photo / Andres Rodriguezvol. 2 issue 3 2007 / 27

ook reviewAsk 4th graders to rate your service. If they say your service‘sucks,’ consider reading Selling the Invisible.So what about the invisible? Who in the world sellsthose? Is it another invisible wardrobe for a vain and foolishEmperor?That’s what you might say upon reading the title on the graybook cover. But as you read through the pages of this modularconstructedbook, you’ll find out that just about every businesssells these invisible products, even if they do mainly sell tangibleones. This book is essentially about better marketing of services,including services that go with tangible products.On the outset, tweaking is what this book seems to offer. Itprovides an impetus to challenge what you have already mappedout or is currently practicing. So you start thinking about howfar you can tweak your existing marketing program, practices,and business plan, you’ll find that using the author’s othersuggestions will eventually get you to an even higher plane ofservice marketing.The way author Harry Beckwith progressively pumps up thereader throughout the 250 pages, I felt he was laying an all-outsiege on an imaginary fortress called conventional marketing.Using plain talk, his practical concepts kept hitting home fromdifferent directions, continuously knocking down what most haveprobably taken to be gospel truth in business schools.In the third chapter, Marketing Is Not A Department, heencourages putting on the corporate hat as against turf-ism.Middle and low ranking managers can use a lot of insights fromthis chapter.Selling the InvisibleThe chapter I keep goingback to, is the fourth chapterentitled, Planning: The EighteenFallacies. Here is whereBeckwith inadvertently revealsthe underlying foundationsSELLING THE INVISIBLE:A field Guide to ModernMarketing by HarryBeckwithBook review by Paul Roxasof his book. In so many words, this chapter practically recites alitany of conventional marketing’s no-brainers. This part is a verygood read, especially for iconoclasts looking for sensible andrefreshingly new direction.After this chapter, it’s heavy bombardment from all sides.It’s a flurry of cases and anecdotes about real people andcompanies, including profound quips, all the way over until thechapter on Quick Fixes.For instance, while many business plans focus at progressivelybuilding bigger mousetraps, wanting to show everyone howmuch they can flex their financial muscle, the author challengesthe reader to instead invest in the ‘mind’ of the business (a.k.a.marketing with tight R&D support), despite a status of leadership,in order to address future uncertainties like keener and toughercompetition to wage, say, a price war just around the bend.Again, another challenge for marketing programs thatposition as superior value. Beckwith reminds us that a buyer alsohas the option of not buying at all, ever. Naturally, if the potentialbuyer finds the cost of solving his problem through the purchaseof a product is too high, he may cop out right there. So the trickthere is to anticipate how the buyer thinks.Over the other chapters, Beckwith asserts in straight-fromthe-shoulderfashion that service marketers must get into thecustomer’s heart and mind or ‘walk in his moccasins’ and mustfanatically focus at winning him over repeatedly, anticipating hisseveral reactions.The last chapter Summing It Up wraps up by giving moreinsights on the importance of branding your service and thenmerchandising it. Lastly, he encourages further reading ofbooks that are influential to sharpening one’s service-orientedfoundation.Language-wise, Selling the Invisible is a glorious mix ofstraight business talk with a pinch of realistic street talk—just toget the point across—like this quotation on page 4: “Too often,service sucks!”And for those who have so little time to finish reading thewhole book, there’s always synopsis at the end of every reading;succinct one-liners give you the bigger picture.In its entirety, the style is so laid-back and casual (but stillbusiness-like) that when you read it, it’s like having a relaxed,casual talk with a bosom friend who happened to be of greatwisdom and experience.Imagine how this book can help your business step thingsup several notches.28 / sme.com.ph