EIGHT SUCCESSFUL FILIPINO

ENTREPRENEURS WHO
STARTED SMALL
ACCORDING TO CHINESE PHILOSOPHER LAO TZU,
“THE JOURNEY OF A THOUSAND MILES BEGINS
WITH A SINGLE FOOTSTEP.”
1. Socorro Ramos – National Book Store
Socorro Ramos entered the publishing and retail industry by working as a
salesgirl at a bookstore. At the age of 19, she opened National Book Store in
Escolta with her husband with a capital of P200, selling books and school
supplies to students. At that time, Manila was under the control of the
Japanese, who imposed censorship on books and periodicals. To augment
their earnings, she and her husband resorted to selling other items like
candles and soaps.
After the post-war boom proved profitable for the company, ushering in
bigger revenues, the Ramoses opened a nine-story building along Avenida.
At 95, she still believes in the time-honored tradition of “hands-on
approach” in business. She even designed the company’s logo herself.
2. Tony Tan Caktiong – Jollibee
Tony Tan Caktiong used to operate an ice cream parlor, before
converting it into a fast food restaurant called Jollibee. With a
starting capital of P350,000, the young Caktiong opened two
branches in Cubao and Quiapo, together with friends who
supported his idea. 
Caktiong decided to serve hamburgers, fried chicken, and
spaghetti to customers when they started looking beyond the usual
ice cream. Eventually, the business grew, and he had to hire more
employees. By knowing the Filipino market, Jollibee managed to
excel as a fast food powerhouse.
3. Edgar Sia – Mang Inasal
Hailing from Iloilo City, Edgar Sia dropped out of college to pursue
his own laundry and photo-developing business at the age of 19. In
2003, 26-year old Sia decided to open the barbecue fast food
restaurant Mang Inasal—Ilonggo for “Mr. Barbecue.” The first
branch was built at a mall parking lot in his home city.
The restaurant took off. When Tony Caktiong heard about Sia’s
burgeoning business, he decided to buy Mang Inasal for a total of
P5 billion. Sia eventually put the sales of Mang Inasal to other
investments like banking and healthcare. At 42, he’s considered the
country’s youngest billionaire.
4. Cresida Tueres – Greenwich Pizza
In 1971, Cresida Tueres started Greenwich as a small over-the-
counter pizza store in Greenhills. Tueres had a knack for cooking.
Her friends loved the food she served so much that they decided to
buy their own Greenwich franchise. 
Impressed with Tueres’s business acumen and the growth of
Greenwich, Jollibee Foods Corporation obtained a deal in 1994 to
acquire 80% of Greenwich’s shareholding. Since then, the pizza
parlor branched out to include other dishes in its menu. In 1997,
Greenwich had a record sale of P1 billion.
5. Milagros, Clarita, and Doris Leelin – Goldilocks

With only two cake displays and ten employees, Milagros, Clarita, and
Doris Leelin started Goldilocks at a 70-sq-m building space in Makati.
Sisters Milagros and Clarita loved baking and decided to pursue their
passion into business. With the help of their sister-in-law Doris, the Leelins
opened their first branch.
In 1991, Goldilocks launched its franchising program. As of 2015, the
bakeshop chain had almost 400 stores across the country, with other
branches in the USA, Canada, and Southeast Asia. From a modest capital
of P66,000, Goldilocks is now a multi-million food enterprise with more
than 4,000 employees.
6. Joe Magsaysay – Potato Corner

The young Magsaysay left school to bust tables, wash plates, and
work on the cash register at a fast food chain. In a few years, he
became a manager, handling five stores. 
With his background and skills in store management,
Magsaysay’s friends asked him to handle Potato Corner, of which
he was a co-founder. They pooled their money together and
started the food cart business in 1992, offering franchises left and
right. Today, Potato Corner has more than 550 stalls in the
Philippines and around the world.
7. Asiang Reyes – The Aristocrat

In the 1930s, Asiang Reyes started The Aristocrat as a mobile

canteen in Luneta, serving sandwiches filled with adobo and other
Filipino viands. Hotdog trucks were in vogue at that time. Reyes
created her own version of merienda for park-goers. 
Reyes was supposed to name the canteen “Andy” after her eldest
son, but changed it to Aristocrat instead. The canteen prospered,
and Reyes and her husband decided to turn it into a full-time
restaurant.
8. Araceli and Jun Manas – Hen Lin
Using the recipes they learned from a Chinese chef and a capital of
P30,000, Araceli and Jun Manas started Hen Lin in 1983. Jun
worked for an insurance firm while his wife Araceli worked in a
bank. The couple had to learn the intricacies of the business
themselves. At night, they practiced making siomai or dumplings. 
The Manas couple opened the first Hen Lin store in SM Makati,
which was well received for its delicious dim sum offerings. 30
years on, Hen Lin is popular in many malls, offering various
products such as hopia, noodles, congee, rice toppings, and
breakfast food. 
Whether you’re a small or medium-sized entrepreneur
your goal is to amplify your business,