4 Business Principles That May Help Startups

A few days back I had the awesome privilege to talk to two amazing people named Nap Garcia and John Martin Figuracion, founders of a startup called ProTEES Project. The project offers high quality shirts for groups and individuals with advocacy -- at no cost. I fell in love with the idea the first time I really get to know about it because I really believe in the genius of mirroring other causes using one's own business.

Because of that extended talk with Nap and John, I realized that there a lot of ideas a marketing professional like me can offer to those who are contemplating or currently putting up a startup business. I myself am a startup founder and my business called #BOTV is still on the works. I will definitely work on this project right after I am done will all these present commitments -- isa-isa lang.

Anyhoo, below are the 4 business principles that are stuck inside my head and ready to be shared anytime to any startup founder who may need it.

1. Business Model Canvas

What I really like about this tool created by Alexander Osterwalder is that it outlays in a single sheet of paper everything that you need to know about your business. It allows you to enumerate your Key Partners, Key Activities, Key Resources, Value Propositions, Customer Relationships, Channels, Customer Segments, Cost Structure and Revenue Streams in one place. Looking at them in one place gives you a sense of unity and oneness that should be present in all the elements of your business. Without this "solid feel" about your business, it's almost very difficult to describe it in a few words -- let alone starting it. By looking at everything that you need to see about your business, you must be quick in recognizing patterns and even roadblocks that shall allow you to strategically improve on things before you finally run your business idea. The Business Model Canvas is a wonderful creation and it's free! Download it here.

2. Positioning

What often startup founders forget because, sometimes, they become too enamored with their ideas is the importance of the "positioning" of their brand. Positioning (in my own word) is simply how your customers view your brand. It must be simple, single and solid. Before you launch your business to the market, make sure that your co-founders can explain the brand using just a few words. In fact, allow other people (in a mini-FGD, perhaps, during the conceptualization of the business) to describe to you your brand. If they find it hard it to describe your brand using just a few words, you have a problem. Tweak everything that can be tweaked -- your brand name, your logo, your tagline, your Business Model Canvas, your ads and etc. -- until you arrive at a satisfactory description of your own brand rendered by other people.

3. Blue Ocean Strategy

I learned about the Business Ocean Strategy way back in 2007 and I still believe that it is one of the greatest business principles ever invented. The book basically argues that to win in a market competition, a business need not compete. Instead, it must create its own "niche" away from the bloody ocean of competition where everyone is killing everyone. To be able to create one's own "niche", it must be able to differentiate itself from the competition. BOS suggests a practical way of doing this. Having the competition as the basis, a business must be able to Eliminate, Reduce, Raise and Create certain elements of it. For example, Ton Ton Thai Massage was able to create its own niche for itself by eliminating massage oils in its services. It then raised the use of garments in lieu of massage oils. Because of this, a certain segment of the market which dislikes massage oils during massage is being catered. Also, some market segments prefer stretching than rubbing which makes them a perfect target market for Ton Ton Thai Massage. Do not forget though that the end of BOS is encapsulated in two words -- value innovation. The result of BOS-ing your business must drive down the cost and drive up the innovation.

4. Simplicity 

One of the most prized possessions that I have as a marketing professional is the book called "Simplicty: The Secret To Effective Marketing" by Sunny Goh. The book basically guns for a single principle and that is, without suprise, simplicity. In everything that you do, never deviate from this principle. Some startup founders commit the error of spending time, energy and money on some things that can be acquired in the future because they become too excited. I say, if your business requires you to spend so much money on the onset, you are in for some hard business. Remember that you have to work as fast as you can to gain the ROI. So, as much as you can, spend and focus on things that really matter for the business.

*Please feel free to share this blog post to your friends and teammates.

My Top 10 Lessons From The 2013 ADB International Skills Development Forum

Getting ready for the morning session on Day 2

I am more than grateful to God to be invited to the 2013 ADB International Skills Development Forum. It was unplanned and was certainly a “last minute” decision. But when I was there for two days, the whole conference astounded me. Prior to joining the forum, I was just a regular young professional weaving dreams for himself, for his family and for the people around him. I said to myself, “I’d like to create my own e-learning program or a website that shall promote work-at-home opportunities.” And then I was invited to the forum. And the forum pushes for ICT-based solutions (I am a digital marketing professional.).

Boom! For me, it was more than just hitting the jackpot.



I came to the forum as a dreamer. I went out as a changed man. All the more my fervor for pushing for e-learning, e-commerce and online job opportunities became stronger. Suddenly, I progressed from being a mere dreamer to a man filled with purpose. Suddenly, my decision to leave a comfortable job in a big telco company in the Philippines made sense. Suddenly, all those sleepless nights I spent just to attend classes and finish my projects from my first e-learning certification program on digital marketing paid off. Suddenly, it’s magic. (Is that a song?)



Seriously, I’d like to thank all the people behind the 2013 ADB International Skills Development Forum including my awesome co-delegates from the Philippines and abroad. (Woot! Woot!) I have already written my 5 best takeaways from the first day of the forum but still those weren’t enough. Below are some of the few more things that I’d like to add on the list.







1. The promise of emerging industries.



I jolted at the mention of 3D printing during the forum. How can that be mentioned there? Oh yes, it’s one of the emerging trends in the industry right now, I know. But what are the chances? A week before the forum, I was just talking to an IT company that needs a Digital Marketing Consultant to promote their personal and industrial 3D printers. I thought to myself that this can be the toughest project I will ever take in my entire career. Who wants a 3D printer inside their homes? But when the Business Development Manager started to brief me, I became excited. There is a huge market for 3D printers for architects, designers, hobbyists, homemakers students and others.



What’s the catch?

Booth of the youth delegates at #ADBSkillsDevForum

Just when you thought that you already know a lot of things about the world where you live, you are already wrong. There is so much to discover and know about the world around us especially on those emerging industries that pose a huge promise of more job opportunities for more people. 

My challenge for my fellow youth delegates is to stay open to possibilities and stop limiting themselves. Let us always be on a lookout for those emerging industries that give hope to more people in the areas of jobs and training. Change is constant. If you intend to stay in the same place forever, you pose a danger to yourself. But if you stay awake and hopeful for the promise of the future, you will win.



2. The burden of the ICT guy.



Being the only participant who is not directly attached with any NGO somehow made me an accidental participant. But it also made all the difference.



I represented the community that I started around 2-3 years ago called Bloggers 4 Change Network. It is a community of bloggers who are passionate about using social media for social responsibility.



Being pro-ICT, I carried the burden of sharing my experiences as a Digital Marketing Consultant. I always say that I am a product of e-learning and online jobs. I recently resigned from my corporate job as a Senior Community Manager for Globe Telecom because I see more opportunities online. And not just more opportunities, but better opportunities. The ocean is blue and the grasses are green on that side of the world.



This is what I had been rallying about since Day 1. Honestly, my jaw dropped a bit when only 2 people ticked “Digital Jobs/Apps” from among the many issues that we want to tackle as a group. But I can totally understand this as I may be the only one directly involved in the ICT industry. 

I can look at it in 2 perspectives. One side is saying that ICT is not one of the biggest concerns of my co-delegates. On the other hand, that there are still lots of opportunities to educate them about it. I am so glad that I am not the only voice who is pushing for ICT-based solutions. From the real-time poll tallying to the discussions among the adult delegates from other nations, the words “digital”, “ICT”, “social media” and “virtual” were never missed. My only sincere hope is that may there be a concrete action plan that will highly involve ICT-based solutions as an enabler towards achieving the goal of providing more training and job opportunities for the youth.



3. On starting somewhere, starting small and starting soon.



A few days back, I tweeted that the year 2013 was the year for startups and that the year 2014 will be the year for storytellers. I haven't changed my mind about it yet.

This year, I’ve met the most number of startup founders in my entire life. One is involved in online advertising, the others are in digital marketing and the other one is in wire transfer of payments. Next year, they will be celebrating their first years (hopefully they make it 365 days in the Philippines) and then they shall be telling their stories -- especially for other aspiring startupreneurs' consumption.



I believe in starting somewhere, starting small and starting really soon. I believe that the increase in number of startups being built in the Philippines and in the world is mostly ICT-driven. Internet created more opportunities for entrepreneurs and professionals. It also made starting a business a lot easier. Hopefully more and more people will be enticed to explore the potential of the Internet to become a source of development and livelihood to many.

4. On guiding the young ones.



I admire the youth delegates from Vietnam and the Philippines -- Quy and Luigi. Quy talked about the need for properly guiding the youth on what career to pursue. Luigi mentioned about the time when people of our age threw themselves to pursuing nursing just because it was “in-demand” during that time.



I have been longing to ask these burning questions.

Ms. Nash Tysmans looks ready in her cheongsam

Is the being in-demand of a job enough reason for you to take it? Are we not supposed to take jobs based on our strengths and interests? Who should give the youth career guidance? What can we do in order to resolve these problems?



You might be interested to know that from the poll conducted during the 2nd day of the forum, the delegates are more concerned with “the youth not being able to get the job that they want” than “the youth not getting any jobs at all”.



This can be the reason why Quy and Luigi brought up the issue of acquiring proper career guidance in career, more than acquiring a job itself. I believe that this calls for a more responsible media reporting, parenting and teaching for the young ones.



5. Don’t forget the kids!



On Day 2, we were outnumbered by the adult delegates and stayed only in one corner of the ADB Auditorium. But this did not stop us from being heard. Quy and Luigi talked in front of the stage and “refused to concede that the youth cannot make a dent in the world”. We blogged, Facebook-ed, Instagram-ed and tweeted our viewpoints. We seated with the adult delegates during lunch and break times. Basically, we did everything for our voices to be heard by them and never allowed that chance to pass us by.



One of the panelists encouraged participation from the youth during the onset of the program. They wanted us to speak up and ask questions more. When he said that, I knew that something wonderful is about to happen on the 2nd day.



6. Becoming The Apprentice.



The first grand winner of The Apprentice Asia is from the Philippines. I am so proud of Jonathan Yabut. How did he bested the participants from other Asian countries? It was amazing and inspiring.



I envy him. During my college years, I never had the chance to become an intern in a company. Right after college, I never thought how unprepared I was for the corporate world.



I wonder how many young people like me had experienced the same. Do they still have good chances of getting good jobs even without internship opportunities? Even if they do, are they prepared enough to survive and become regularized?



I may be very blessed because of the many training I had undergone that somehow augmented to my lack of internship experience in a company. I still believe though that real-world training outside school is very important.



I hope that in the coming days, this issue may be touched and be provided for an action plan to provide more internship opportunities for students to become more prepared in the real world.



7. Majority thinks. 

Quy (left) from Vietnman and me

During the forum, we conducted a poll from among the participants. The results might interest you. Here is the summary.

• Majority thinks that the youth are not getting the jobs they aspire for.


• Majority thinks that the training are not relevant to the jobs.


• Majority thinks that there are enough internship programs available.


• Majority thinks that mobile is the most common mode of accessing the Internet.


• Majority thinks we are ready for the kind of environment that uses the Internet for education/employment.


• Majority thinks that young people use social media to look for jobs.


• Majority thinks that using a combination of online and offline methods in teaching is the best option to choose. 


• Majority thinks there are very little entrepreneurship training available. 

8. The great mismatch.



I have been hearing the word “skills mismatch” a lot during the forum -- from my fellow youth delegates to the adult ones. They said that the available skills of the youth today are not anymore relevant to the needs of the industry. This made me think somehow that the problem is not really the scarcity of jobs, but the scarcity of required skills.



Even in my own world, the online world, the problem is not the lack of jobs. There are lots of jobs. But are there enough people who have the skills needed to do the job? Also, is there enough information dissemination about these available online jobs?



No. There are not enough people who have the skills needed to do online jobs such as digital marketing, graphics designing, website designing and etc. These skills are highly specialized and not too many schools offer these courses.



No. There are also not enough promotion and support for online jobs. Not too many of my peers have accounts on Elance, Freelancer and Odesk yet. Not too many of my peers too aspire to become an online professional like me. Most of them still want to stick to the traditional jobs offline. Most of the adult ones may be all the more unaware of these kind of opportunities online since the young ones are more active than them online. What we need is more support in promoting these online opportunities to more people.



Indonesia and the Philippines are among the top 10 users of social media in the world. This speaks a lot about the Internet usage of many Asians. I believe that promoting these online opportunities would not be very difficult to achieve.



9. The intriguing relationship of tourism and employment.



I remember the slogan of the former Secretary of Tourism of the Philippines. He said, “Kapag may turismo, may trabaho.” English: “If there’s tourism, there are jobs.”



Yesterday, a representative from the Department of Tourism spoke to us about their current initiatives in training and developing the Filipinos for jobs created through tourism.



This made me realize how much we should be supporting our country’s tourism as it seems to have a direct relationship with job creation. Travel and leisure must not be underestimated. For a less developed country like the Philippines, we may not boast of our modern infrastructures and technology that much. But we can definitely boast of our natural beauty and tourist spots that more developed countries look for.



It’s all about focusing on one’s strengths. In recognizing a country’s competitive advantage over the others, I believe that’s where opportunities begin.



10. Completing the ecosystem.

Mr. Luigi De Vera to represent the Philippine delegation on Day 2

In the challenge of creating jobs and developing the skills of the youth, the participation of everybody is highly needed. 

This is not just the fight of the government nor the academe. Definitely, the youth cannot just do this on their own. I believe that the participation of the private sector, civil society and NGOs are needed more than ever. 

I thank the Asian Development Bank for creating this platform where a meaningful dialogue from among the stakeholders may be started and concrete action plans may be implemented towards developing the skills of the youth and providing jobs for them.



The 2013 ADB International Skills Development Forum runs from December 9 to 12, 2013 at ADB Headquarters in Manila. To participate online, please use the hashtags #ADBSkillsForDevForum #AsianYouth #Skills4Youth.

My 5 Best Takeaways From ADB #Skills4Youth Forum - Day 1

1. The important role of the Internet. From the brainstorming sessions to the real-time polling, I have been hearing the words such as “digital apps”, “digital jobs”, “e-commerce”, “e-learning”, “ICT”, “online jobs”, “social media” and the like. As an online professional, it’s good to know that my peers all over the region are now more open to ICT-based initiatives as solutions to problems such as youth unemployment. I myself am a product of ICT-based initiatives. Not only that I am an online professional, I also completed my certification as a blog and social media entrepreneur through an e-learning-led program designed by Ateneo de Manila University and DigitalFilipino.com. Deep inside me, there is a burning passion to tell the whole world that digital is the way to go and that in my world, there are so many available jobs for the Asian youth. Also, what I don’t understand is that the Philippines and Indonesia are among the top 10 users of social media in the whole world. Are we really not aware of these online jobs? Is this an issue of a mismatch between the available jobs and the available skills of the Asian youth? Is this an issue found along the lines of formal and informal jobs?



I am parking these questions for now. I know that these will somehow be answered in the next few days of the forum. But one thing’s sure for me -- if we want something new, let’s do something new. Exploring the many possibilities that the online world can offer as an enabler is a good action point to start with.







2. The power of brevity. I had been to many local and international forums, especially in leadership and marketing. I can say that people generally love to express themselves through words. But talking does not necessarily mean productivity. This is what I appreciate the most in #Skills4Youth forum. Having only a few hours in a day, we know we cannot just talk. We need to arrive at action points. This led us to agreeing on a specific framework to follow and then crowdsource our responses to it through online. My peers in #Skills4Youth forum appreciate simplicity, speed and technology – some of the things often neglected before as people tend to focus more on making the discussions more “complete” and “participative”. But efficiency is also a measure of success and time is a very important element. I am very glad that we started it out right on Day 1.



3. The 5W Proposal. I have discovered a new proposal framework during the #Skills4Youth forum. Let’s take a look at the 5 Ws one by one.

• Why? – Rationale or the issues you want resolved


• What? – Action points


• Who? – Partners, stakeholders, supporters


• When? - Timeline


• What does success look like? - Outcome

The framework may look very simple as it only has 5 questions -- a far cry from your college thesis, yes, but I believe that this is what also made it very powerful. At this day and age, where innovation is almost made equivalent to simplifying things, making things complicated had become obsolete. We are now entering the age of Twitter (cutting your shoutouts to 149 chars.) and iPhone (having just 1 or 2 buttons on your phone).



Undeniably, the 5W Proposal is a breath of fresh air. When it was laid down to the group during the brainstorming session, there was a sudden gush excitement and thrill within the group. We know that by having a direction (and having a simple one) will allow us to accomplish more.



4. On starting small and becoming solution-oriented. I appreciated it when John Trew encouraged us to become solution-oriented and to start small. One of the fears that I have when attending big forums such as the #Skills4Youth is that we may get trapped in creating motherhood statements after long discourses of what the problem is all about, without much forward movement. I am very glad that we are focusing more on the solutions rather than on the status quo. I believe this is the reason why the forum was created on the first place -- to create action points. In business, we often use The Business Model Canvas by Business Model Generation when we create plans. Perhaps, it will help us immensely if we can adapt the canvas and transform it into something that can be used by NGOs. To download The Business Model Canvas, please visit http://businessmodelgeneration.com/canvas.



5. Genuine concern of the youth. I appreciate all of my co-delegates especially the ones from our neighboring countries in Asia. We have one delegate from China who experienced being a farmer and had a hard time acquiring education in her country. This is despite China being an economic superpower today. Another one is from Vietnam who used to work from 7am to 10pm every single day. I was astonished by their stories. I never realized how blessed I am with the opportunities that I have right now until I met them. I know that I can never work in a farm nor work 15 hours a day. But these are the stories that they brought from their countries to the ADB #Skills4Youth forum.



Through them I was able to see the genuine concern of the youth for their fellow youth who are unemployed/uneducated. It's because they had experienced the brunt of it themselves. My prayer is that their stories be heard by more people in the world, especially by my fellow Filipino youth, and realize how serious the repercussions are of being unemployed/uneducated. The premise is simple. If you are unemployed/uneducated, you are hungry. If you are hungry, you become more vulnerable to much more serious problems such as crimes, drug addiction, prostitution and etc.



We are done with Day 1 and we are now moving on to Day 2. Changing the world, I know, is not an easy task but I am grateful because something is being done. I am very glad that as a youth, being at the forefront of the world, I am at season of my life where I can see the problems more clearly and at the same time, have the strength to work with my fellow youth towards finding solutions and creating action points.



Below are some of the interesting keywords that I have picked out from the youth delegation in ADB #Skills4Youth forum.

• Enterprise


• Skills mismatch


• Informal and formal


• Rural and urban


• Mentorship


• Lack of institutional support


• Surplus of professionals


• Skills development


• Education system


• Rural opportunities


• Incapacitated education system


• Education opportunities


• Indigenous people


• Top social media users


• Skills


• Supply and demand of labor


• Lack of policies


• Inadequate financial and technical support


• E-commerce


• Online jobs


• Agriculture


• ICT 


• Market-driven opportunities


• Education


• Entrepreneur


• Micro-financing


• Friendlier government processes


• Loans


• Support from government and private sector


• Incentive for entrepreneurs


• Internship programs


• Train the trainer program


• E-learning


• Parent training


• Sensitivity awareness to gender, differently-abled and etc.


• Financial management skills


• Research


• Green skills


• Green jobs


• Training through government and private sector


• Employment framework plan


• Youth reintegration program


• Competency based training for out of school youth


• Mobile school

Why should Filipinos go back to eating Brown Rice?

Bayang Barrios and Noel Cabangon entertaining
the crowd with their  enthralling voices and artisty.

I had the privilege to be invited as one of the bloggers to attend the Brown Rice Lunch and Launch at Mercato Centrale in Bonifacio Global City last November 17. I am very thankful to Oxfam and Dakila for inviting me. I had a great time listening to inspiring people who enumerated the many benefits of eating Brown Rice- not only for one’s health but also for one’s community and the environment. I also had a great time listening to great music- rendered by none other than Kitchie Nadal, Bayang Barrios and Noel Cabangon who were ambassadors of the campaign.

 I never gave much thought about eating Brown Rice until I heard the spokespersons talk about it during the event. We were used to eating the regular white rice and I never thought that there can really be a long list of substantial reasons why I should shift to Brown Rice.

Mang Nestor Quijano from Negros Oriental
showing me the Brown Rice.

 It was said that Brown Rice is simply the “unpolished rice”. And the regular white rice that we know is the “polished rice” which actually underwent two major mechanical post-harvest milling processes. The term “two major mechanical post-harvest milling processes” is equivalent to saying more nutrients being stripped off from the rice, more energy consumption and more expenses for the farmers.

 This is what the campaign is trying to resolve. Oxfam and Dakila wants to bring the people back to eating what our ancestors used to eat- the Brown Rice. It’s healthy. It’s good for the family and the community. It’s good for the environment. It’s good for the farmers. It’s good for the country. It’s really the good food. 

Thanks again to Oxfam and Dakila for allowing me to take part in this wonderful initiative. To know more about Brown Rice, please visit their website or Facebook Page.

Aisaku's Birthday Concert For A Cause

Yabang Pinoy Launches PHmade: “It’s Worth Buying For”

Yabang Pinoy intensifies its consumer revolution campaign through the PHmade movement.

The pioneering Filipino pride movement, through PHmade, yet again encourages Filipinos to support Filipino ideas, business concepts, products, and services. The campaign aims to educate Filipinos, through videos, print materials and events, on the availability and viability of Filipino brands, and on the positive impact that going local contributes to the economy.

PHmade’s tagline “It’s Worth Buying For” encourages each Filipino to think twice before spending: is it really worth buying for? Yabang Pinoy believes that small things, when done together, can create a big difference. If each Filipino became conscious of where he spends one peso, he will understand how each choice affects himself, fellow Filipinos, and the country. PHmade also aspires to influence Filipino entrepreneurs into supporting local natural and human resources.

Indeed, patronage of locally made goods and services should be a lifestyle. It enables homegrown brands to improve and compete against foreign brands. The local economy also improves as money goes back and forth between consumer and business, employee and employer. And as more entrepreneurs create, develop, and expand their businesses, more job opportunities are generated. PHmade recognizes Filipino ingenuity and the role of each Filipino in nation-building.

PHmade focuses on seven categories: Produce, Home, Footwear, Fashion, Personal and Home Care, Food and Beverage, and Entertainment. The campaign will continue to collaborate with Filipino entrepreneurs and encourage them to continue to improve their products and services and to always aim for Filipino brands to be global brands.

PHmade is a project of Yabang Pinoy, the pioneering Filipino pride movement that started in 2005. As it celebrates its 8th anniversary, the organization includes it among numerous Filipino pride projects, such as the Y.A.B.A.N.G. Camp (Youth Achievers Building A Nation of Greatness Camp), Yabang Pinoy Goes to School, Pinaka-mahabang Todo Patintero, Global Pinoy Bazaar, and many more. In the 8 years that Yabang Pinoy has immersed itself in various nation-building activities, it re-affirms its belief that true progress and development in our country will start once Filipinos begin living a proudly Filipino lifestyle.

Yabang Pinoy invites every Filipino to be part of the PHmade movement. As early as now, save November 10- 11 2012 for the 8th Global Pinoy Bazaar – a showcase of Filipino products made with 100% Filipino Love and Pride.

For more information on Yabang Pinoy, visit www.yabangpinoy.com or email yabangpinoy@gmail.com.

Digital Technology for Social Change (British Council)

[Source:  http://www.britishcouncil.org/philippines  ]

What is the project all about?
The British Council is going all around the Philippines to give FREE seminars on how the youth may foster change through the use of digital technology. It’s all about incorporating social media with social responsibility. Gone are the days that blogging, tweeting and uploading photos were just mere pastimes or hobbies but through the seminar the young people will be given a new perspective- how to foster change through social media.

Where and when will the project be held?
The first two legs were held last January 26 and February 4 in Manila and Davao, respectively. The next three legs shall be held at the following venues and dates:

• Bacolod on February 13, 2012 at University of Saint La Salle
• Baguio on February 20, 2012 at Saint Louis University
• Naga on February 27, 2012 at Ateneo de Naga University

How to join the project?

• You must be 18-25 years old and must be actively engaged in community development. They highly encourage applications from minority groups.
• You must fill out the Application Form which can be downloaded here.
• Email the application form to changemaker@britishcouncil.org.ph
• Deadline of submission is at 12:00nn of the following dates:
• Bacolod on February 2, 2012
• Baguio on February 10, 2012
• Naga on February 17, 2012
• Successful applications shall be posted on British Council Philippines’ Facebook page.

What if I can't come during those dates on those venues?
You can participate in the webinar which may be livestreamed during the event dates.

Where to get more details?

BRITISH COUNCIL
Website: http://www.britishcouncil.org/philippines
Email: changemaker@britishcouncil.org.ph
Facebook: British Council Philippines
Twitter: @BCPhilippines
YouTube: britishcouncilphils
Multiply: britishcouncilph.multiply.com

Julie's Bakeshop and WFP Team Up to Fight Hunger in the Philippines (World Food Programme & Julie's Bakeshop)

New “Bayan” bread product to generate proceeds for WFP’s school feeding programme

MANILA – The United Nations World Food Programme (WFP) and the Philippine’s largest bakery chain, Julie’s Bakeshop, have entered into an innovative partnership to fight hunger in the Philippines.

Julie’s Bakeshop is launching a new product called Julie’s Bayan Sliced Bread, and will donate two pesos to WFP for every loaf of Julie’s Bayan Sliced Bread sold.

While nationwide in scope, proceeds from this initiative will exclusively benefit school children in conflict-affected areas of Central Mindanao through WFP’s Emergency School Feeding (ESF) programme, which provides on-site nutritious meals in targeted elementary schools in Lanao del Norte, Lanao del Sur, and Maguindanao. WFP implements its school feeding programmes in partnership with the Department of Social
Welfare and Development and the Department of Education as well as the nongovernment organization Community Family Services International.

The ESF programme helps to bring children back to school after a protracted period of displacement in 2008/2009. With the participation of Parent-Teacher Associations, it promotes a sense of normalcy in the lives of the families of the school children and enhances their participation in class. “Giving back to society is part of our corporate ethic at Julie’s Bakeshop, and this is shown by our latest partnership with the World Food Programme,” said Joseph R. Gandionco, president and CEO of Julie’s Franchise Corporation. “More than just bringing bread to the Filipino people, we want to enhance Filipino lives. We consider it a true measure of success by placing a healthy relationship with our customers alongside business excellence.”

Julie’s Bayan Bread is packaged with a WFP logo, raising awareness of WFP’s central role in the fight against hunger and providing customers with an easy way to get involved.

“WFP is extremely grateful for this initiative from Julie’s Bakeshop which will significantly boost our efforts to provide nutritious school meals to vulnerable children in Central Mindanao,” said WFP Philippines Country Director Stephen Anderson. “This programme helps keep children in school and gives them a fighting chance for education, which is key to overcoming poverty and hunger.”

According to the Food and Agriculture Organization of the United Nations, there are around 12 million undernourished people nationwide. Julie’s Bakeshop supports efforts to reduce their number in Mindanao, where WFP is currently assisting around 80,000 school children. “We hope this partnership can pave the way for further opportunities for the private sector and WFP Philippines to fight hunger in the country,” said Gandionco.

About Julie’s Bakeshop

Julie’s Bakeshop is the country’s larget bakeshop chain. Founded by Julia Gandionco in 1981, Julie’s Bakeshop today has more than 500 bakeshops. The opening of the first full franchise Julie’s Bakeshop on June 24, 1998, in Camiguin Island was a trend-setting event – one of the keys to Julie’s Bakeshop’s exceptional boom that solidified its nationwide market reach and leadership position in the bakeshop industry. Now regarded as among the hottest franchised businesses for entrepreneurs, Julie’s Bakeshop provides full management and marketing support to franchisees through its corporate organization, Julie’s Franchise Corporation (JFC).

Julie’s Bakeshop is committed to serve quality hot breads to Filipinos. Visit our website at http://juliesbakeshop.net or like us in our Facebook page, Julie’s Bakeshop Official Fan Page.

About WFP

WFP is the world's largest humanitarian agency fighting hunger worldwide. Each year, on average, WFP feeds more than 90 million people in more than 70 countries. WFP now provides RSS feeds to help journalists keep up with the latest press releases, videos and photos as they are published on WFP.org. For more details see: http://www.wfp.org/rss.

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For more information, please contact:

Ms. Lhara Urquiola
Business Unit Director
PRC, Inc. (Julie’s Bakeshop PR Agency)
Tel. No. 7250237
Fax. No. 4708535
Email Address: lhara_torioprc (at) yahoo.com

Ms. Mei Nebreja
Communications and Partnerships Unit
UN World Food Programme – Philippines
Tel. No. +63 2 750 2561 loc. 2430
Mobile No. +63 917 5713162
Email: mei.nebreja (at) wfp.org

Source: Press Kit