Branching Out

Driftwood washed onto the shore is often thought to have little or no use, but that is not the case for a resourceful and creative person like Rowena Manalo of Bacoor, Cavite. In her mind, driftwood is never useless and can be used to create beautiful décor, and she has been doing just that for more than a decade. It is exactly this, which led to her recognition as Citi Microentrepreneurship Awards Special Awardee for Green/Sustainable Business.

Rowena Manalo (3rd from left) is shown here after being recognized as Special Awardee for Green/Sustainable Business in the awarding ceremonies at the Bangko Sentral ng Pilipinas last December 6.With her are (from left) BSP Deputy GovernorChuchiFonacier; TSPI Deputy Director for Operations Estella Male; Rowena’s account officer Marilyn Suelila; and Department of Trade and Industry Secretary Ramon Lopez.

Funded by the Citi Foundation, the Citi Microentrepreneurship Awards (CMA) program recognizes outstanding microentrepreneurs across the Philippines. The program, first launched in 2002—the same year Citi marked its 100th anniversary in the Asia Pacific, including the Philippines—is a signature initiative of the Citi Foundation aimed at generating economic opportunities for low-income people including youth, around the globe.

The awards program provides entrepreneurs with resources to strengthen their business, including access to networks, capital, tools and training, and enables individuals to create economic sustainability for themselves, their families, and their communities.

The CMA program is a combined effort of the Bangko Sentral ng Pilipinas, Citi Philippines, and the Microfinance Council of the Philippines, Inc. to strengthen microfinance and enterprise development and financial inclusion in the country.

Rowena first went into the business of buying and selling driftwood and other native wood in 2005. Because she lacked capital, she was forced to borrow money from lenders who imposed high interest rates, and this eventually led to the lowest time in her life—emotionally and financially. Rowena struggled with vices and found herself deep in debt.

A glimmer of hope appeared when the government offered a cash incentive program,which involved the demolition of the rental spaces she owned beside her home. In 2012, she decided to pick up the pieces and use the money she received to revive her business.

Since 2008, Rowena has been a member of Tulay sa Pag-unlad, Inc. (TSPI).Even while she was having financial problems, not once did she default on her payments. For a time, Rowena decided to stop availing of loans, but once she got back on her feet, TSPI did not think twice about giving Rowena a new loan of P5,000 in 2013. Rowena is now on her eighth loan cycle, with a principal loan amount of P100,000.

A supplier delivers driftwood to Rowena all the way from Tagaytay, Laguna, and Quezon. Rowena works her magic using this material along with pawid, sawali, and batang in designing event backdrops and mall display windows, creating furniture pieces, and landscaping gardens. She continues to wow clients like homeowners, wedding coordinators, and major mall chains.

Executing a design for a client is all in a day’s work for Rowena.

Rowena takes pride in the fact that all her work is original.Whenever inspiration strikes, she tinkers with actual materials.“Nahasa na rin ako. Natututo rin sa clients, so naa-apply ko sa iba yung mga designs (I’ve developed my own skills, and also learned from clients so I am able to use the designs for other requirements),” Rowena said.

Thanks to her Facebook page, Rowena’s creative designs have reached popular places like Boracay, as well as other countries such as Korea and United Arab Emirates particularly Dubai.

To this day, Rowena pays her loans in full and on time. She has managed her business well enough to grow her assets to over P1.5 million, which include three delivery vehicles. Her average annual profit is at P1.5 million.

Before, Rowena did all the work herself, and now that her business has grown, she has been able to provide job opportunities to five regular employees and 10 on-call employees, one of who is a relative of her husband, to help her with the business.

Rowena keeps her business green and sustainable by reusing driftwood for different projects and clients. “Pag hindi na puwede, pinamimigay sa mga nagpupugon para magamit na panggatong (If we are unable to reuse them, we give them to bakeries which need firewood),” said Rowena.

Rowena’s life has improved in ways she never imagined. There was a time she couldn’t afford to send her children to private school or spend a weekend at the mall. That has completely changed. Now, Sundays are reserved for church service and a leisure trip to the shopping center.

When asked what her secret is, Rowena said: “Huwag po kayong panghinaan ng loob dahil lahat ng buhay natin ay may kanya-kanya tayong desisyon. Sa gustong mag-business, go lang nang go, hanggang sa makamit ang future nila (Don’t ever lose heart, because we have to make our own decisions in life. To those who want to go into business, just forge on until you achieve what you dream for the future).”

As CMA Special Awardee for Green/Sustainable Business, Rowena received P100,000 in cash. Ever enterprising and resourceful, she used her prize money to open her third branch in Bacoor.

Nowood wasted: Pieces of driftwood become beautiful décor when painted and combined with other materials.

Rowena’s winnings also include a laptop, basic computer literacy training, life and health insurance coverage for one year, and access to a nine-day entrepreneurship training program at the Citi Microenterprise Development Center. Rowena also shared her success with her family and members of the community in a town hall celebration, which left her speechless and in tears.

Rowena and seven other winners of the Citi Microentrepreneurship Awards were chosen by a National Selection Committee jointly chaired by Bangko Sentral ng Pilipinas Governor Nestor Espenilla, Jr. and Citi Philippines CEO Aftab Ahmed. The committee members are: Antonino Alindogan, Jr., independent director, Philippine Airlines, Inc.; Jose Maria Concepcion III, Presidential Adviser on Entrepreneurship; Teresita Sy-Coson, vice chairperson, SM Investments Corporation; Atty. Felipe Gozon, chairman and CEO, GMA Network, Inc.; Secretary Ramon Lopez, Department of Trade and Industry; Mary Ann Montemayor, Mindanao Private Sector Representative, National MSME Development Council; Imelda Nicolas, trustee, SPARK! Philippines; Marixi Rufino-Prieto, chair, Philippine Daily Inquirer; Dr. Michael Tan, chancellor, University of the Philippines Diliman; Orlando Vea, president, Voyager Innovations, Inc.; and Fernando Zobel de Ayala, president, Ayala Corporation.