When celebrities go into business

MANILA, Philippines – Reputation is important in business, and a good reputation contributes to progress, while a bad one can break your business. How people react to your business depends on how you project yourself.

Take Aga Muhlach, who started as the official endorser of the Jollibee food chain. Though he was already very popular, it didn’t stop him from making greater efforts. He actually brainstormed for ideas, presented it to Jollibee’s big bosses and eventually came up with “MaAGA ang Pasko sa Jollibee,” which became a huge hit nationwide.
In 1999, Aga Muhlach opened his very own Jollibee franchise at the Alabang Town Center in Muntinlupa and became a notable member of the Jollibee family.

For a smaller company like Gal’s Bakery, however, it didn’t start as product endorsements. When Lorna Tolentino and a group of friends were looking for a business venture in Cebu that they could bring back to Manila, they found Gal’s Bakery, which was run by Galileo Ancajas. It took a lot of convincing before Ancajas agreed to have the bakery set up in Luzon. Lorna now also owns Cogeo Market Ventures Corporation, a 7-Eleven store in Antipolo, and a Crystal Clear Purified Drinking Water franchise.

In the end, when customers are happy, one’s status as a celebrity becomes just incidental. However, not all things go as smoothly as planned.

This is what actress Ara Mina learned the hard way when her restaurant Osteria 88, located along Tomas Morato, made national news due to a customer incident gone awry. Fortunately, though, things got quickly sorted out and her restaurant survived what could have been a major disaster.

Satisfied customers are always the best allies in any business. Joel Torre’s own experience shows just how a good name in showbiz can attract loyalty and trust even from even the most critical consumers.

To most people, the name Joel Torre connotes superb, classic acting. But to people from Quezon City and San Juan, the name also means delectable, mouth-watering food. And that’s because of JT’s Manukan and BBQ Grill.

It was the long hours of taping that took a toll on Joel’s health that made him reconsider his longtime dream of owning a bar. However, it was his untarnished name in the industry that gave him the confidence to go through with it.

What makes JT’s Manukan and BBQ Grill worth coming back to? It’s the fact that Joel Torre is using his name as a guarantee, that like his superb performances on the big screen, people can expect nothing but the best food and service at JT’s.

While Joel Torre is mainly known for his cinematic prowess, Tim Yap is known for being a lot of things. He once said that he was someone whom people loved and loved to hate.

He’s an eventologist, writer, editor, model, product endorser, host and actor, and entrepreneur. Tim is the man behind Embassy, one of the hippest, most sought-after, “to be seen” place in the metropolis. Called the Philippines’ party central, it was an idea borne out of his desire to put the country on the global social gathering map.

Aga Muhlach, Lorna Tolentino, Ara Mina, Joel Torre and Tim Yap are among the various celebrity entrepreneurs featured in Go Negosyo: Joey Concepcion’s 50 Inspiring Entrepreneurial Stories (Celebrity Edition), which will be formally launched today at 4 pm at the Music Hall of Mall of Asia. Published by the Philippine Center for Entrepreneurship (PCE) and headed by PCE Founding Trustee and Presidential Consultant for Entrepreneurship Joey Concepcion, the book features a compilation of real-life experiences of celebrity entrepreneurs, colorful portraits by master photographer Jun De Leon, and lessons on entrepreneurship from PCE Trustee and Entrepreneurs School of Asia founder Vivienne Tan. In line with the Go Negosyo advocacy, these celebrities also tread the road towards the nation’s entrepreneurial revolution.

The Go Negosyo Celebrity book is presented by the Philippine Center for Entrepreneurship in partnership with Smart Communications, San Miguel Corporation, SM Mall of Asia, Hyundai Asia Resources, PAGCOR, Globe Business,Entrepreneurs School of Asia, RFM Corporation, The Philippine STAR, Belo Medical Group, Concepcion Durables, Ariel Detergents, Banco de Oro, Gov. L-Ray Villafuerte Province of Camarines Sur, Splash Corporation, Nokia Philippines, GMA Network Inc., QTV 11, Kettle Korn, Penshoppe, Ayala Corporation, Hapee Toothpaste, Folded and Hung, Sterling Paper Group of Companies, Bobson Jeans, National Bookstore, SM Supermalls, Philamlife, Aspac Law, M. Lhuillier, Creativoices and the President’s Social Fund.