Entrepreneurship At It's Best

By Tita Datu Puangco

Recently, I flew to Cagayan de Oro to help " form" the new management team of an aqua and hog feeds plant named Pro Natural. Traveling from the airport, one can witness the brisk activities of rebuilding after the devastation wrought by the recent Sendong typhoon. I did not know that the workshop was to be held in a beautiful unpretentious resort called Midway owned and personally managed by Borge Echavez, 32 years old.

I was quite impressed by the level of customer service of the person assigned to assist us. He was quick on his feet, pleasant and respectful of the rules. Once he was offered something to eat. he politely declined the invitation because it was against the rules and that there is a proper time and place for the service assistants to eat.

Our training room left much to be desired, the air conditioners were not enough to cool the blistering heat being transported to us from outside. At one time we decided to open the windows and the doors to let the sea breeze cool us. But the group managed to work their best given the challenging environment. The joy of bonding, camaraderie and of course of good and delicious food worked wonders on people's learning.

Borge shared with us the history of the resort. His father bought it for 500 pesos a going away gift from wealthy and famous Muslim families whom he served for 10 years as a houseboy. He bought the resort in 1980. Borge recently got an offer to sell the resort for P 90 million that he courteously turned down.

In 2001 Borge took over after his father died. It was not easy because the enterprise had debts that even resulted in a foreclosure of property. After paying off debts to get back the property, he realized he a had to go back to study to manage the resort.

In one of the seminars he attended he was impressed by one of the speakers who talked of the importance of "personalized hands on operation" and the secret of success being " to befriend every guest " so that they come back for repeat business or spread through word of mouth the great service they received. He adopted the strategy and true enough he achieved a high 90 per cent repeat visitor record.

Then keenly aware of the trends in resorts he decided to attract the young through water sports including jet ski, kayaks, banana boat. He also added a zip line with a difference. The end point was a delightful splash into the sea. His first zip line he acquired at P 200,000 And the investment he recovered in 3 months time. Then he invested in a longer one for
P 400,000 and the experience of a quick return on his investment was repeated. When I took the zip line I noted the concern for safety and also the signing of the waiver protecting the resort from unjustified legal suits.

Another factor for success is good financial management that ensures that he keeps himself relatively free of debt. Borge also attracts groups to the resort through reasonable and competitive low packages for groups as few as 12 persons that include 3 meals, 2 snacks, rooms, all rides, jet skil, zip line, banana boat, kayak, glass bottom boat, beach volley ball and airport transfers for minimum for less than P2,000 per participant. He also understands customer seasons, one for the summer is attracting families and company outings and the seminar and training session from July to December. He has preference for government institutions who do several training batches year round.

Borge is also keen in preparing for succession, training his young children to work in the resort as his father did with him. Each child is assigned to monitor one major revenue stream on weekends. A young daughter takes care of the catering business. another boy the water sports and still another the zip line. Each one is paid P 100 per day during the weekend.

So, are these success factors in explaining success? In financial terms, resort revenues of P 400.000 to P 2 million a month. Other less tangible factors include his good relationships with both Muslims and Christians, and as a Christian he pledges a tithe to his community. he believes in " helping each other " as a practice.

Slowly he is replacing huts made of native material into concrete houses. In one section of the resort brisk construction is happening. One can already imagine the bright future of this resort and the blessings in store for the family that runs it.

It was a privilege talking to Borge. he is someone who can be mistaken as a coast guard, tanned with broad shoulders, wearing beach slippers with a walkie talkie in hand, making decisions and talking to customers. In Midway, unlike other resorts, one finds the learning entrepreneur, right at the middle of the action.