Growing local, growing together
MANILA, Philippines — Amid busy streets and major thoroughfares, businesses serve people in many ways; whether through food and beverage, fashion or services. These are not large corporations; rather, they are the country's micro, small and medium enterprises (MSMEs).
In the Philippines, MSMEs are a vital part of the economy. They may be smaller than conglomerates and other enterprises, but they account for a large share of businesses in the country.
Government data from 2022 show that 99.59 percent of registered businesses are categorized as MSMEs. These businesses also generate 65.1 percent of the country's total employment.
Despite their importance to the Philippine economy, MSMEs face challenges, including inflation and socio-political realities. These make it more difficult for entrepreneurs to navigate the business landscape. Such challenges have prompted several organizations to support them in their own ways.
The PhilSTAR Media Group (PMG) has been a strong advocate for Filipino MSMEs.
In 2022, the company officially launched its NakakaLocal program. Now in its fifth year, the initiative has already served thousands of MSMEs by providing them with a platform to showcase their products and stories.
Empowering entrepreneurs
In an interview, PMG Executive Vice President Lucien Dy Tioco says NakakaLocal began with the desire to promote Filipino soft power. The company wanted to promote Filipino culture through its Independence Day initiatives.
But it was not easy to conceptualize the idea. Dy Tioco wanted something more perennial. However, circumstances shifted because of the pandemic.
"I was exposed to the MSMEs who were actually in need of support. And I felt that, although there are a lot of organizations helping MSMEs, wala sa media. I felt that the initial concept I had for the Philippines' soft power could be promoted through patronizing local products. And the best showcase would be the MSMEs," Dy Tioco says.
"When we got back from the pandemic, naisip namin why not create an advocacy program for them na unique lang sa STAR," says Jay Sarmiento, PMG vice president for Sales and Marketing.
"We thought of NakakaLocal, and we thought of offering our platforms to help spread the word about their businesses."
The initiative started small. Today, it has grown tremendously.
Thousands of MSMEs have joined NakakaLocal bazaars and the NakakaLocal Business Circle, which helps them build networks and broaden their brand visibility.
Challenges and opportunities
Dy Tioco says one of the biggest challenges is encouraging people to support local businesses: "Hopefully, it becomes a movement."
However, he says the support NakakaLocal has been receiving outweighs the challenges of keeping the program alive.
"We got a lot of support from different sectors in wanting to help because there's really a common goal of helping our MSMEs."
Sarmiento says PMG's marketing team continues to support NakakaLocal's partner MSMEs, while the sales team continues to secure corporate support.
Sustained support
Now in its fifth year, PMG continues to stay true to its goal of empowering partner MSMEs.
"May mga programs tayo like MentorConnect that teach them how to sustain their businesses kahit may mga crisis," Sarmiento says.
There are also partnerships with institutions such as GoNegosyo, which MSMEs can approach for assistance.
"Mahirap din talagang mag-boot up ng business. Maraming challenges. So in a small way, providing them support sa promotion and publicity, I think tayo lang 'yung nagbibigay ng ganoon," Sarmiento says.
She also hopes NakakaLocal's partner MSMEs remain engaged.
"Yung participation nila roon sa mga bazaars, 'yung mga events na mina-mount natin…Kung hindi sila nagko-cooperate, hindi sila nagsu-support, hindi naman ito magiging successful. We appreciate their effort."
Both Dy Tioco and Sarmiento express their appreciation to the participating MSMEs and partners who continue to support NakakaLocal.
"The support has been unwavering, and that has inspired us to really improve year on year," Dy Tioco says.
He says NakakaLocal is about more than promotion.
"It's not only about promotion. It's also about connection, how to grow their businesses. And at the same time, the five years that we've been doing this are also creating this awareness amongst Filipino consumers that it's worth it to really patronize our products."
