Bing Limjoco: Woman behind franchisors' success

MANILA, Philippines - There’s nothing like a woman’s touch when it comes to growing a business. Much like her role in the family, a woman’s nurturing nature has made possible the growth and success of many business concepts, including franchising.  

One such woman is Philippine franchising authority Ma. Alegria “Bing” Sibal-Limjoco. Unknown to many, her steady hand and guidance has helped new businesses and brands prosper in an ever-changing and challenging business environment in the Philippines, through the Philippine Franchise Association (PFA) and Francorp Philippines.

“I find so much fulfillment in seeing businesses grow and it gives me personal satisfaction to know that I have contributed to their progress,” Limjoco enthused. 

Limjoco, who was named as one of the most influential Filipinas is vice-chairman of the PFA and is highly regarded and respected for her willingness to share the secrets of her entrepreneurial success.  

She is also chief executive officer of Francorp Philippines, the company that helped a number of most successful franchises in the Philippines which include Jollibee, Max’s Restaurant, Goldilocks, Potato Corner, Reyes Haircutters, Pancake House, and Bench, among others.

Limjoco took up AB Foreign Service at St. Theresa’s College, Interior Design at New York School of Interior Design, and had her Masters in Business and Economics at UAP. She eventually got her mini MBA in franchising at the University of St. Thomas in Minneapolis, USA.

She revealed that the traditional roles ascribed to women by Philippine society are precisely the same qualities that would help them succeed in an arena that is still dominated by men.  Women are given the task of managing the family’s finances and they tend to be great at making both ends meet.

“Women are very detailed and are adept at stretching their funds. These same qualities make them cautious and at the same time creative in ensuring that their ventures would not run out of resources,” stressed Limjoco.

Unlike men, she said women are quite averse to borrowing huge amounts of money just to finance their business.  Limjoco noted this cautious nature when it comes to money ensures that they do not rack up huge debts and eventually go bankrupt.

“We may not be aggressive and we may not talk much. But women understand the value of setting goals and achieving them without stepping on other people’s toes,” said Limjoco.

Because women understand the importance of providing the basic needs for their families, they generally do well in food, fashion and service-related industries. She cited  Plains and Prints, Bayo, and Lugaw Queen as some of the successful women-led businesses in the Philippines.

Overall, Limjoco said having the right attitude and making oneself open to new concepts and better ways of doing things is one surefire way to succeed n business, whether one is a man or a woman. She added that opportunities for growth is what PFA is trying to help its members with, and this is at the very heart of PFA’s Franchise Asia Philippines (FAP) 2012, this year’s much-awaited international franchise event. Incidentally, the event’s predecessor – Franchise Asia 2011 – which Limjoco chaired, affirmed the country’s position as a key player in global franchising, successfully bringing in more than a hundred international delegates from over 30 countries, aside from registering record-breaking number of attendees in both the International Franchise Conference and the International Franchise Expo. 

PFA, the country’s premier and largest franchise organization, is bringing in foreign experts in business and even in information technology to help aspiring entrepreneurs expand their knowledge and horizons. Franchise Asia Philippines 2012 kicks off on July 25 and will run until July 29 at the SMX Convention Center in Pasay City. The International Franchise Conference is slated on July 25 and 26 where local and international franchise gurus and experts will present the latest trends and developments in the global franchising arena. The International Franchise Expo on  July 27 to 29 will showcase the best unlimited business opportunities ranging from established and successful brands to new and promising franchise concepts. To know more about the event, visit www.franchiseasiaphl2012.com.ph and register on-line for special admission rates. Other details can be obtained from the PFA Secretariat at 6870365 to 67, 09178320731, or e-mail [email protected].