GO NEGOSYO

By Joey Concepcion

21 STEPS TO
START AND GROW
YOUR BUSINESS
BASED ON THE BOOK AUTHORED BY,
EFREN SOTTO AND FRANCISCO LAPID
WHAT IS GO NEGOSYO?
Founded by Joey Concepcion, Go Negosyo is the advocacy arm
of the Philippine Center of Entrepreneurship (PCE), a non-profit
organization that believes Filipinos can address poverty by
engaging in entrepreneurship and developing character.

Through its various programs, Go Negosyo aspires to demystify

entrepreneurial success and popularize entrepreneurship as an
alternative to unemployment, job-seeking or migration.
https://asean-sme-academy.org/resource/go-negosyo-by-the-philippine-center-for-entrepreneurship-pce/
WHAT IS GO NEGOSYO?
Go Negosyo links small entrepreneurs:

● To experienced partners who train and equip them with:

essential business know-how (Mentorship)
● To financing institutions that can aid them in pooling the
necessary resources for their businesses (Money)
● To other market opportunities that can help them scale up
their enterprises (Market)

Together, these make up the “3Ms of Entrepreneurship”

 The Different Types of Individuals
The hard-pressed The successful
The ordinary attitude
attitude attitude
“ Lumaki akong mahirap, “Ganito ako ngayon, okay “Pahirap nang pahirap ang
mamamatay akong mas lang na ganito ako bukas, buhay. Kailangan nating
mahirap pa sa daga” darating din naman ang maghanap ng paraan para
swerte” umasenso tayo.”
His action:
His action: His action:
“Wala na akong
magagawa - kasalanan ito “Bahala na, pwede sigurong “Kakausapin ko yung contact
ng gobyerno” tumaya sa lotto - baka ko sa office - magsu-supply
manalo ng jackpot.” ako ng ‘packed lunch,’
masarap naman ang luto ni
Mama.”
 THE GO NEGOSYO FORMULA

DREAM + BELIEVE + ACHIEVE

Mangarap Maniwala Magsikap

TWO MAJOR FACTORS THAT HOLD US BACK

LAZINESS FEAR OF
FAILURE

The reason we rarely want to leave

In mind or in action (TAMAD)
● Internal struggle
● Only you can make
change happen
our comfort zone. (TAKOT)
GoNegosyo helps entrepreneurs
prepare for the normal hiccups of
setting up a business.
 21 Steps to Mastering Go Negosyo

MASTER SELF
Step 1 - Step 7
1
MASTER OPPORTUNITY
Step 8 - Step 14
2
MASTER SET-UP
Step 15 - Step 21 3
 ● Step 1 Ambition
● Step 2 Believe
MASTER ● Step 3 Seek Out Opportunity
SELF ● Step 4 Dream Big, Start Small
● Step 5 Employee or Entrepreneur
● Step 6 Fear of Failure
● Step 7 Go Master Self
STEP 1: AMBITION Identify what you want and
where you want to go
Ambition is not time-bound

“What do you want to be when you grow up?”

For some, these ambitions were very clear. For others,
they were rather vague.

Know your why.

What is really the interest behind the
ambition?
Intelligence as measured by
conventional ways, is not the
ONLY determinant of success
STEP 2: BELIEVE! Be you biggest supporter

Persist. Persevere. Believe that your dreams

can be achieved.

What do you do when the going gets

tough?
Do you abandon your dreams?
Or do press on?

What’s stopping us from believing?

STEP 2: BELIEVE!
How do I start believing?
● Surround yourself with positive and believing
people.
- Choose the right friends
- Stay away from the company of people who
waste time thinking how things cannot be done

● Nurture positive affirmations

- Visualize your dreams and aspirations, and fill
your mind and spirit with the right motivation
- “I can do it”

● Think and act as if your dreams are already

realities you are enjoying today.
STEP 3: SEEK OUT OPPORTUNITY
It’s CHOICE, not CRISIS or CHANCE that makes the timing ripe

“Your decisions, not your conditions,

determine your destiny!”
“The life you live is the result of the
many choices you make in life.”
Too often, we are stuck where we are because we relegated that
choice to whatever and/or whoever brought us where we are.

How can we get out of a “doomsday” mindset? ACCEPTANCE

Stages of Change (Elizabeth Kubler Ross)

DENIAL ANGER BARGAINING DEPRESSION ACCEPTANCE

Going through these changes is completely normal.

One needs to go through the steps to reach Acceptance

Stages of Change (Elizabeth Kubler Ross)

DENIAL ANGER BARGAINING DEPRESSION ACCEPTANCE

● Choose the areas in your life or your career that you would like to
change.
● Start with the areas that are relatively easy to change
● Then graduate to more challenging ones when you have gained
confidence in affecting changes.
 PASSION
HARD WORK WILLING TO GIVE
BACK TO COMMUNITY
INNOVATIVENESS
10 Qualities of a FAITH IN GOD
APTITUDE TO SEE Successful
OPPORTUNITIES Entrepreneur
GUTS TO TAKE RISK

A CLEAR
CAPACITY TO
VISION
MARKET AND THINK BIG
CUSTOMER
ORIENTEDNESS
STEP 4: DREAM BIG Start Small

“It’s better to aim for the stars and hit the moon rather
than aim for the moon and hit your roof.”
TRY THIS!

Create a fantasy day (or week) that would characterize your

ideal or dream life - the kind of experience and lifestyle
that you would want to have in the future.

Do not use words. Represent the scenes in drawings (or

pictures.) Expressing the lifestyle in pictures captures the
emotions that go with them.

Represent the scenes as accurately as you can - e.g. the

kind of car you want, including the model, brand, color, etc.
STEP 4: DREAM BIG Start Small

By constantly imagining the life you want to live,

unconsciously, your choices and actions will be
guided by those dreams and intentions.

In many cases, choosing pain now leads to greater

pleasures later. Choosing pleasure now leads to
greater pains later.

“Vision without action is just a dream.

Action without vision is just passing time.
Vision with action can change the world.”
-Joel Barker
STEP 4: DREAM BIG
How to turn your dream into a reality?
The reason why most people get stuck after “dreaming” is
because they get overwhelmed by how big their dreams are.

1. Break down the big dream into small,

manageable bits.
2. Celebrate small successes along the way.
3. Learn to say “Thank You” every single step of
the way.
STEP 5: EMPLOYEE OR ENTREPRENEUR?
Maximize your learning by becoming both

Typical advice from Typical advice from

Filipino parents Chinese parents

“Study hard so you “Bilis mo r’yan aral,

can get good bantay ka pa
grades, then you tindahan!”
can get a good job!”
STEP 5: EMPLOYEE OR ENTREPRENEUR?
Maximize your learning by becoming both

● Study hard and get good grades, and build your business idea.
● If and when possible, go corporate.
● Learn other skills.
● Save. Pay yourself first.
○ Use the formula:
➔ Use your savings to start up a
INCOME-SAVINGS business.

= EXPENSE ➔ Do not mind initial losses and

so-called “failures.”
STEP 6: FEAR OF FAILURE
Fear, per se, is not bad.

The fear of failure prevents us from

even trying.

“To live a life in fear is to

live a life half-lived.”
STEP 6: FEAR OF FAILURE
How do we overcome the fear of failure?

Rationalize the fear. Ask yourself the question:

“What is the worst thing that could happen if I fail?”
- The trick is to understand the point of manageable pain

TRY THIS!
Write down your fears, the worst thing that could happen given
those fears, and the probability or percent chance of that fear
happening.
Then ask, what can I do about it? (contingency plan)
STEP 7: GO MASTER SELF
THE GONEGOSYO FORMULA:

DREAM + BELIEVE + ACHIEVE

(Mangarap +Maniwala + Magsikap)

In reality, these words mean

GOALS + COMMITMENT + MILESTONES

In business parlance, these are termed

VISION + PASSION + ACTION

STEP 7: GO MASTER SELF

TRY THIS!

Write down:
➔ your GOALS
➔ the STEPS YOU WILL TAKE TO
ACHIEVE THEM
➔ Your TIMEFRAME
STEP 7: GO MASTER SELF
Goals transform your dreams
into reality.
If your don’t consistently focus
your mind and energy on your
goals, then your dream (vision)
will remain a fantasy.
In achieving your goals, there
is no shortcut!
The secret to business
success is commitment and
perseverance.
This is what separates the
ordinary entrepreneurs from
the successful.
 ● Step 8 Compelling Reason
● Step 9 Bright Idea
MASTER ● Step 10 Choose your Market
OPPORTUNITY ● Step 11 Differentiate or Die
● Step 12 Estimate Sales
● Step 13 Fit Equals Value
● Step 14 Go Master Opportunity
STEP 8: COMPELLING REASON
What’s your motivation to jump into business?

➔ Is it to generate income?
➔ Is it to augment income?
➔ Is it because of the need to
provide for certain expenses?
➔ It it to combat inflation?
➔ Or some other reason…
STEP 8: COMPELLING REASON
What’s your motivation to jump into business?

GO AHEAD!
Write down your personal and compelling reasons
List the reasons why you want to be in business.
➔ Be specific
➔ Make it personal
➔ Make it emotional Whatever your reasons are, they
➔ Make it compelling should motivate you and make
you act on them.
STEP 9: BRIGHT IDEA
When is your bright idea a successful business opportunity?

DRIVERS OF ‘BUSINESS OPPORTUNITY can be one of a combination

of:
❏ PERSPIRATION (Competence)
- Internal; can come from talents, hobbies, skills
- E.g. chef puts up own restaurant
STEP 9: BRIGHT IDEA
When is your bright idea a successful business opportunity?

DRIVERS OF ‘BUSINESS OPPORTUNITY can be one of a combination

of:
❏ INSPIRATION (Chance)
- When you are hit with a brilliant idea; AHA moment
- Opportunities that can come from gaps in existing products and
services
- E.g.
- Coca-Cola was a happy accident - the bartender accidentally
carbonated a drink
- Ivory soap was rejected soap
STEP 9: BRIGHT IDEA
When is your bright idea a successful business opportunity?

DRIVERS OF ‘BUSINESS OPPORTUNITY can be one of a combination

of:
❏ IRRITATION (Crisis)
- “There’s an opportunity in every crisis”
- Look out for those irritants in the environment and take that leap to
convert “inis” into innovative business
STEP 9: BRIGHT IDEA
Do we have to wait for a crisis or a chance to get lucky?

“Luck is the offspring of preparedness and opportunity.”

Qualities of most successful innovators

➔ Childlike
➔ Daring
➔ Noncomforming
➔ Perfectionist
STEP 10: CHOOSE YOUR MARKET
Who will buy your products? Is the market ready for your product?

REMEMBER:
Your idea is a successful business
opportunity if anchored on a
product or service that adds value
to the CUSTOMER (MARKET)
where demand (sales) is big and
sustainable (so that you math earn
profit.)
STEP 10: CHOOSE YOUR MARKET

THE COMMON MISTAKE:

Being VERY
PRODUCT-FOCUSED
STEP 10: CHOOSE YOUR MARKET
BREAKING DOWN THE MARKET
➔ Demographics identifies WHO your market is.
Age, gender, income, and occupation
- Describe your best customers

➔ Geographics identifies WHERE your market is.

A matter of place - national or regional (macro-market)
Within a section of a city or mall (micro-market)
- Locate specific areas where your customers will come from

➔ Psychographics identifies HOW and WHY your market buys.

About the behavior of your customers as they buy a particular product
- Describe the way your customers might buy your product
STEP 10: CHOOSE YOUR MARKET
WHAT IS A NICHE MARKET?

We all have skills and talents that we can

convert into “products” and “services”
that people would be willing to pay for.
STEP 11: DIFFERENTIATE OR DIE
Now that you have a bright idea and have a chosen market,, how do
you stand out from the rest?

DIFFERENTIATION
“is just copying a successful
format with a difference that will
cater to your target market”

You need to differentiate,

otherwise, competition
can kill you
STEP 11: DIFFERENTIATE OR DIE
PRACTICAL WAYS OF DIFFERENTIATION
● MODIFY
○ Changing the color, name, odor, form, shape
● MAGNIFY
○ Adding ingredients/more value; strengthening; enlarging/thickening
● MINIFY
○ Making smaller; reducing/shortening/making faster; omit/lighten; split-
up
● SUBSTITUTE
○ Use another ingredient/material; use another process; think who else or
where else?
STEP 12: ESTIMATE SALES
Now that you have a product idea and have chosen a market you’d
like to serve, let’s explore your potential sales!

REMEMBER:
Your idea is a successful business
opportunity if it’s anchored on a
product or service that adds value
S = P x Q x F
to the customer (market) where
SALES equals PRICE x QUANTITY X FREQUENCY
DEMAND (SALES) is big and
sustainable (so that you math earn
profit.)
STEP 12: ESTIMATE SALES

Is there an EASY way to estimate SALES?

YES. Check out existing competition or a

business with a similar format.

Is there an EASIER way to estimate SALES?

YES. Ask competition directly if you have

access.
STEP 13: FIT EQUALS VALUE
Now that you have a product idea and have chosen a market you’d
like to serve, let’s explore your potential sales!

REMEMBER:
Your idea is a successful business
opportunity if it’s anchored on a
product or service that adds value to
the customer (market) where demand
(sales) is big and sustainable (so that
you math earn profit.)
Does your MARKET have a
COMPELLING REASON to buy
from you?
(knowing that your product is already
being marketed by competition who’s
way ahead of you.
STEP 13: FIT EQUALS VALUE
HOW DO YOUR FIND YOUR FIT? HOW DO YOU CREATE VALUE?

SOLUTIONS TO A HAPPY
THEIR PROBLEMS/ + and GOOD
NEED FEELING

You need to satisfy both

(NEED + GOOD FEELING)

To get the FIT = VALUE!
STEP 13: FIT EQUALS VALUE

POSITIONING
can be done in 3 ways
INNOVATING
New product

REBRANDING
Old product with new look/positioning

IMPROVING
Old product with new benefits
STEP 13: FIT EQUALS VALUE

How do you determine whether your business idea

will FIT the customer’s needs and ADD VALUE.
Tr asking these questions:

● What do your customers look for?

● How does your product fulfill their needs?
● Why will they buy from you or get your product
versus competitor?
STEP 14: GO MASTER OPPORTUNITY
7 FINAL QUESTIONS to Master Opportunity

1. What potential opportunities/trends do you see in the business you

are going to enter?
2. Are you going for your own start-up or franchise? Do you want to
continue or expand the family business?
3. What do you currently know about the business you are going to
enter?
4. Who are your target customers?
5. Can you describe in detail what your product/services will be like?
6. How are you different from the dominant competitors?
7. Can you estimate your sales for your product?
STEP 14: GO MASTER OPPORTUNITY
CHECKLIST

❏ COMPELLING REASON Do you have personal motivation?

❏ BRIGHT IDEA Is the idea anchored on a product/service?

❏ MARKET Is your idea differentiated enough to compete in the market?

❏ ESTIMATE SALES Is sales realistic?

❏ FIT EQUALS VALUE Does the market find value in your product/service?
 ● Step 15 Actual Product
● Step 16 Business Model
MASTER ● Step 17 Customer Count
SET-UP ● Step 18 Do It Right, Do It Legal
● Step 19 Equipment, Employee, Extras
● Step 20 Funding + Financing
● Step 21 Go Master Set-Up
If you’re in business: Time is in your side.
You build your dream. You help build lives.
You help make a better nation.

The Rewards of Going Into Business:

● People work for YOU
● Government works for YOU.
● Banks work for YOU.
Some Business Set-Up Mistakes:
1. Not willing to make a plan
2. Not ready to grow up (Legal Issues)
3. Not ready to draw out first blood (Effort and own money)
4. Not hiring employees

Starting a business is easy, but making

it successful is another thing.
STEP 15: ACTUAL PRODUCT
How do I make my bright idea a hit?

MIND > HEART > WALLET

The actual product There are only two things that people really buy:
must be able to (other than physical benefits)
compete first in the 1. Solutions to their needs and problems
customer’s mind. 2. A positive feeling
STEP 15: ACTUAL PRODUCT
How do I make my bright idea a hit?
PROBING (Who, What, When, Where, Why, and
How)
Put your business idea to the TEST. Try to find out what
hit products you can offer your target market. Visualize the
product, smell it, feel
➔ What is the idea? it, and taste it.
➔ Who is your target market? Describe the various
ways by which your
➔ When/Where do they usually use your product? customer can/will
use your product and
➔ Why do they use it?
write them down
➔ How do they use it?
STEP 16: BUSINESS MODEL
WAREHOUSE/
PRODUCER DISTRIBUTOR

Which business model can WHOLESALER/

MANUFACTURER I use for my product idea? TRADERS

EXPORTER/
IMPORTER
RETAILER
STEP 16: BUSINESS MODEL
The choice of a sustainable business
model/set-up is dependent on the amount of:

● TIME/EFFORT
● CAPITAL
● RISK-APPETITE
STEP 17: CUSTOMER COUNT
How much in good quantity can I sell my products?

The real success factor in

building and prospering a
business is a sustainable market.

MARKET = CUSTOMERS that

are willing to buy your product
STEP 17: CUSTOMER COUNT
How to count?

● Count on your own ● Count by asking others

- Demographics: WHO - Ask the competitor’s staff
- Psychographics: WHY - Ask the supplier’s staff
- Geographic: WHERE - Ask building owners or
administrators
STEP 18: DO IT RIGHT, DO IT LEGAL
How do I protect my business rights?
WHY DO I NEED TO BE LEGAL?
Your business is your baby!

No parent would want their

child to be illegitimate or
claimed by someone else,
right?
STEP 18: DO IT RIGHT, DO IT LEGAL
How do I protect my business rights?

TO BE LEGAL IS EASY!

Just choose a name and then

visit the Department if Trade
and Industry (DTI). Just be
ready to pay the business
registration fees.
STEP 18: DO IT RIGHT, DO IT LEGAL
Basic rules when choosing a name
● SHORT AND SIMPLE
● EASY TO READ AND SPELL
● EASY TO PRONOUNCE
● SUGGESTIVE PRODUCT BENEFITS
● SOMETHING UNIQUE
● DESIRABLE IMAGE
STEP 19: EMPLOYMENT, EMPLOYEE, EXTRAS

What are the resources that I would need for my first day at business?

I NPUTS = Money, Materials, Man (or Woman)

P ROCESSOR = Machine, Methods, Man (or Woman)
O UTPUT = Goods and/or Services
STEP 19: EMPLOYMENT, EMPLOYEE, EXTRAS

Here’s a quick view of I-P-O aspects of several businesses:

BUSINESS INPUT PROCESSOR OUTPUT

Restaurant Raw food supplier The cook, kitchen equipment Final dish (themed or local
and the menu/recipe fare)

Bakeshop Flour/baking supplies Baker + store crew +oven Baked goods

Clothing Cloth, accessories Designer, sewer and retail shop RTW clothes
(buttons, zippers, etc), merchandiser
thread

Pet Shop Food, medicine Supplier for pet Clean, healthy happy pets
food/medicines, veterinarian and happy owners
and clinic facility

Internet/ Computers, Technician and play/room area Uninterrupted gamers with

Computer Shop game/office software challenging games
STEP 19: EMPLOYMENT, EMPLOYEE, EXTRAS

GO NEGOSYO SET-UP

INPUT WORKSHEET
PROCESSOR OUTPUT

Raw materials Technology Product specifications of

Specifications finished goods
Equipment
Processed or raw Delivery time
Employee Skills (To customer)
Delivery time
(From supplier) Production Process Quantity

Quantity Environment / ambience

STEP 20: FUNDING + FINANCING MY BUSINESS

How much money do I need to start?

Which category do you fall into?

● NO MONEY
● NOT ENOUGH MONEY
● JUST ENOUGH MONEY
STEP 20: FUNDING + FINANCING MY BUSINESS

NOT ENOUGH
If JUST ENOUGH
If
If NO MONEY
MONEY MONEY
Then use:
● LAWAY You may use:
Then use:
- Insurance/real estate
● “MAKE OR BUY” ● Part of your savings
agents
technique ● “OPM” (Other
● IKOT
- Consignment, ● BEG - BORROW - BUY People’s Money)
supplier’s credit - Only true if your
● and/or PAWIS product or market is
- Use special skill or already proven
talent and charge a fee
STEP 20: FUNDING + FINANCING MY BUSINESS

If JUST ENOUGH MONEY

OPM (Other People’s Money)

- Only true if your product or market is already proven
STEP 21: GO MASTER SET-UP
Go for it and get going!

★ DREAM BIG, BUT START SMALL Have passion but take caution

★ PILIIN ANG HILIG AT GUSTO Personal preferences

★ BUILD YOUR DREAM; PROFITS WILL FOLLOW Your life’s dream
must be a labor of love

★ STUDY, EXPERIMENT, TRY Be competent or proficient

STEP 21: GO MASTER SET-UP
Go for it and get going!

★ ADD MORE VALUE Do not simply copy your competitors

★ DIFFERENTIATE YOURSELF Innovate by doing more or less

★ FIND YOUR NICHE Ideally, choose a market that is large and growing
STEP 21: GO MASTER SET-UP
THE REAL SECRET TO SUCCESS

PRAYER
Prayer puts God in our daily lives. He should not be a mere passerby
nor someone we only remember when we need help. His daily
presence adds new dimension to our lives, our families, and our
businesses. If He blesses us with opportunities, then He also gives
us the time, talent and treasure to share these blessings to others.
STEP 21: GO MASTER SET-UP
THE REAL SECRET TO SUCCESS

PRAYER
Have faith in yourself by having faith in God.
An individual, family, or business without faith in God is bound to fail
sooner or later.
“This is a quote. Words
full of wisdom that
someone important said
and can make the reader
get inspired.”
—SOMEONE FAMOUS
AWESOME
WORDS
A Picture Is
Worth a
Thousand
Words