SME FocusManagementCHERRY SALAZARPresident, GA PrintingMERLEE JAYMEChairman and Chief Cre<strong>at</strong>ive Officer, DM9 Jayme SyfuMYLENE ABIVAPresident and CEO, Felta Multimedia, Inc.Finalist, 2009 Entrepreneur of<strong>the</strong> Year PhilippinesCHIT JUANSocial entrepreneur, coffee advoc<strong>at</strong>e, green crusaderPresident, ECHOstorePresident, <strong>Women</strong>’s Business CouncilShe's in charge!Both nurturing and empowering, women areproving th<strong>at</strong> <strong>the</strong>ir way of doing business can leadto formidable accomplishments. We’ve g<strong>at</strong>heredfour of <strong>the</strong> top women entrepreneurs in <strong>the</strong>country and asked <strong>the</strong>m about <strong>the</strong>ir business,wh<strong>at</strong> women’s advantages (and disadvantages)are in <strong>the</strong> corpor<strong>at</strong>e world, and any tips <strong>the</strong>yhave for aspiring women business leaders.1. Wh<strong>at</strong> would you say is your biggestprofessional accomplishment thus far?Cherry: GA Printing was <strong>the</strong> first to go digital in <strong>the</strong> commercialoffset printing market in year 2004. We needed to prove<strong>the</strong> superiority and <strong>the</strong> benefits of digital printing to ourclients. At th<strong>at</strong> time, <strong>the</strong> prevailing mindset was to associ<strong>at</strong>edigital printing with desktop publishing—somethingone could do <strong>at</strong> home … something th<strong>at</strong> tended to beSME | 8
unprofessional and am<strong>at</strong>eurish. We showed clients th<strong>at</strong> wecould merge <strong>the</strong> convenience and speed of digital printingwith <strong>the</strong> quality associ<strong>at</strong>ed with offset printing.Merlee: After 14 years in big network agencies, I finally had <strong>the</strong> ballsto cre<strong>at</strong>e my own: DM9 Jayme Syfu. It’s an agency with myown rules, my good friends, and clients we actually choose.As DM9’s CHAIRMOM, my role in <strong>the</strong> agency is not farfrom being a mo<strong>the</strong>r to my kids. I try to inspire everyoneto achieve our vision th<strong>at</strong> “small CAN be credible”. Th<strong>at</strong>we can dream bigger and accomplish wh<strong>at</strong> o<strong>the</strong>r agencieshave not. From cre<strong>at</strong>ing <strong>the</strong> work process to evalu<strong>at</strong>ingemployees, to making cre<strong>at</strong>ive benefit bundles, or tosimply transforming <strong>the</strong> workplace into a fun place.Mylene: I introduced LEGO Robotics for elementary andsecondary schools to encourage students to be our futureengineers, scientists, and inventors for a more progressivePhilippines. I established <strong>the</strong> Philippine Robotics Olympiadand <strong>the</strong> Philippine Robotics Society in 1999 over12 yearsago, and <strong>the</strong> LEGO Robotics program is continuing togrow in <strong>the</strong> Philippines. FELTA trained Vietnam on Roboticsand Early Childhood Educ<strong>at</strong>ion.Chit: Putting coffee on <strong>the</strong> n<strong>at</strong>ional agenda. Next up is putting womenempowerment through social entrepreneurship in coffee.2. Has being a woman been a disadvantage inany way when doing business?Cherry: <strong>Women</strong> are n<strong>at</strong>ural "multi-taskers", we can do somany things <strong>at</strong> <strong>the</strong> same time. Being a mo<strong>the</strong>r, wife,businesswoman, advoc<strong>at</strong>e and leader is a tough act.<strong>Women</strong> can adjust to business situ<strong>at</strong>ions, and use ourcharm and grace during negoti<strong>at</strong>ions.Merlee: Advertising is still pretty much a man’s world. Locallyand globally. Funny, th<strong>at</strong> <strong>the</strong>re are so many familiar scenesin Mad Men th<strong>at</strong> still happen today—to think th<strong>at</strong> settingwas in <strong>the</strong> '60s!Even if st<strong>at</strong>istics show a good number of womensucceeding in <strong>the</strong> corpor<strong>at</strong>e world, we still can’t say th<strong>at</strong>we had it easy. We had to fight every step of <strong>the</strong> way. Wehad to prove our worth every single day. There were stillmore top positions being offered to men than to women.Along <strong>the</strong> way, we also had to face harder choices:professional success or personal fulfilment. People say th<strong>at</strong>if you want to seriously succeed in Advertising, media, orin marketing, you have to think twice before starting afamily. For me, I decided to have both. A good career anda family.Mylene: <strong>Women</strong> are generally more “feeling” and moreintuitive when it comes to client rel<strong>at</strong>ions.Being a woman has been an advantage when dealing withtop clients, who are mostly male. I have found <strong>the</strong>m to bemost helpful especially in referring GA to <strong>the</strong>ir businessassoci<strong>at</strong>es and friends. Perhaps because I don’t pose <strong>at</strong>hre<strong>at</strong> to <strong>the</strong>m, clients usually receive me kindly.Also—and this is critical to businesses which involve visualcommunic<strong>at</strong>ion—women pay more <strong>at</strong>tention to details.Chit: Not <strong>at</strong> all. Being a woman has been helpful in gettingmen (in male-domin<strong>at</strong>ed industries) to listen to new waysof solving challenges.Being a woman helps organiz<strong>at</strong>ions <strong>at</strong>tend to <strong>the</strong> "devil in<strong>the</strong> details."3. Your advice for aspiring women business leaders.Cherry: Advice #1: First and foremost, you must have a goodbusiness plan—with clear vision of where you want to goand how you want to achieve th<strong>at</strong> objective. Being awareand knowledgeable of <strong>the</strong> l<strong>at</strong>est trends and movementsare equally important. Making a sound business plan isone of <strong>the</strong> most difficult tasks of management but, onceset, implement<strong>at</strong>ion becomes easier. If you want to seeyour company grow beyond its limited capabilities, ensureputting systems and processes in place.Advice #2: Cultiv<strong>at</strong>ing, nurturing, and growing a steadybase of clients is a major key to financial stability. Sixty to70 per cent of our clients have come from referrals. Youneed to deliver to existing clients for <strong>the</strong>m to refer you too<strong>the</strong>rs. GA grew from referrals. Maintaining a good nameand reput<strong>at</strong>ion makes it easier to get more clients. Alwaysbe aware of your clients’ needs and provide solutions afterlistening to <strong>the</strong>ir concerns.Know your business. Use your numbers as your reportcard. The numbers will tell you objectively how you haveperformed. If you have d<strong>at</strong>a about your business, analyzeit and use it to guide your actions.Merlee: In all 23 years of my working life as I climbed <strong>the</strong>corpor<strong>at</strong>e ladder, I’ve learned th<strong>at</strong>:a. You have to believe in yourself.b. Never underestim<strong>at</strong>e your power as a woman.Somehow, <strong>the</strong>re are things you’re good <strong>at</strong> th<strong>at</strong> menare not. Negoti<strong>at</strong>ing skills, self-deprec<strong>at</strong>ing humor,multitasking, entertaining present<strong>at</strong>ion skills, and manymore. Hone <strong>the</strong>m.c. As Sheryl Sandberg (Facebook CEO, one of <strong>the</strong> highestpaid women in <strong>the</strong> world) would say, “The most importantcareer decision you’ll ever make is choosing your lifepartner”. Find someone who would always be <strong>the</strong>re tosupport your dreams.Mylene: Continue to be passion<strong>at</strong>e with your business. Donot be afraid to enter <strong>the</strong> "Man's World" as you can besuccessful in th<strong>at</strong> field. Be prayerful and continue to showgood business ethics to your partners and employees. Embraceyour sexuality as women can be <strong>the</strong> best negoti<strong>at</strong>ors andmanagers. Do not lose your sense of humor, laugh and smile,as it prevents wrinkles. Beauty is inside and out.Chit: Live your passion. Have a goal and mission. Let both leadyou to <strong>the</strong> business you will embrace as a career, as anadvocacy, and as a sustainable enterprise.SME | 9
Change language