Classification of Competencies of

Entrepreneurs
 4Cs Competencies to be
Innovators
O 1. Creativity – forming a mental image
or new idea about the future.
O 2. Critical Thinking – offering unique
ways to solve defined problems.
O 3. Collaboration – developing
relationships with the right partners to
attain objectives.
O 4. Communication – engaging
constituents to make them understand
and accept your message.
 The 12Ms Entrepreneurship
Journey Map
Types of 12 Ms Case Examples
Quotient Preparation
Money Created a P&L for the business when
setting up to know how much initial
IQ capital would be needed and raised
from each partners.
Model Happy Skin is a multi-channel
marketing company available online
and in retail stores.
Mentors Erickson Farillas of Plains and Prints
mentored during transition in
becoming an entrepreneur.
Entreprenuer friends tapped for
advice and mentorship.
Types of Marketing
Quotient Mindset Innovation, from product to channel,
will be the growth platform of Happy
Skin in awareness creation. Happy Skin
distribution includes placement in
CQ Plains and Prints, a leading fashion
retail brand which caters to the same
audience, since fashion and beauty
have often crossed paths and some of
the biggest makeup brands are
actually big names in fashion as well.
Created collaboration with Disney and
Sanrio for credibility and excitement.

Market Happy Skin understood that less than

a quarter of Filipinas use any cosmetic
product versus 43% in China and 85%
in Korea, evidence of a large
 underserved market despite the existence of
many of brands. Of the users, over half only
use a lipstick and baby powder on their face.
Happy Skin decided to recruit “virgin”
makeup users by addressing their biggest
concern on cosmetics.
Message Filipinas are scared of using any makeup
product in fear that it might ruin their skin.

Happy skin in uniquely positioned to be a

skin-caring makeup, it is a fusion of skincare
and makeup where consumers don’t have to
compromise.

Happy Skin intends to satisfy the consumers

skincare needs and emphasize their skin
loving ingredients so that their
Concerns are addressed and they
can start enjoying the power of
makeup. For instance, lippies that
moisturize or Zit Zapper cream for
acne-prone/sensitive skin.

Happy Skin aims to differentiate

itself versus local brands by
highlighting quality skin-caring
ingredients in the makeup category
as most local brands are low-priced
and lower quality. Happy Skin prides
itself with being at par with global
brands in terms of quality but with
friendlier price points.
Types of Execution
Quotient
Machine Daily updates and meetings, and
monthly business reviews from
core departments heads tasked to
execute strategy.

EQ Methods Used observation, store checks,

conversation with customers,
research data and social listening
to understand the consumers.

Management Choose partners based on the

Skills integral role each one will play in
helping run the business.
Types of Self- Leadership
Quotient
Moving Forward Outsourced functions such as
government processes in
importation and business permits
in order to focus on core
competencies and not be affected
AQ with bureaucracy.

Mission The goal of Happy Skin is to be one

of the most respected cosmetic
brands in the world.
Happy Skin want to transform the
mentality and make consumers
believe that Filipinos can create
global brands and be globally
competitive.
Mastery Understanding nuts and bolts
of the business learning from
industry contacts, suppliers,
operations, researchers and
experimentation.