The global pandemic boosted interest in the startup space. Filipinos across all demographics have expressed being intrigued by it as they learn more about programs and initiatives rolled out to encourage, support, and empower the ever-growing community.
Startup Pinay—a QBO program that supports more women participation in the local tech industry through funding, mentorship, and exposure—recently spoke to female leaders who are also full-time mothers and founders of their own startup companies. MK Bertulfo of FHMoms, Ginger Arboleda of Taxumo, Cherry Murrillon of Cawil AI, and JoJo Gumino of Agrabah Marketplace shared their insight and experiences on managing both motherhood and running a company to inspire other women keen to start the same journey.
On uniting behind an energizing mission
First, find the self-driving, team-fueling mission.
FHMoms started out as a community for Filipina home-based mothers in 2017, and registered as a business in 2020. This social enterprise empowers home-based Filipina moms to pursue their passion in freelancing, parenting, and entrepreneurship.
“We at FHMoms envision a nation with inspired, strong-willed, and empowered women who happily contribute to their family’s everyday endeavors,” said Bertulfo, founder and CEO. She shares that their mission is to improve the quality of living of every Filipino mother. “We do this through an online platform that provides training, job opportunities, and other needed support.”
Taxumo, for its part, is a SaaS company that incorporated in 2016. This BIR-accredited tax software provider is the first Philippine startup that was granted the DTI Board of Investments’ Investment Priority Plan.
“Taxumo’s mission is to help MSMEs, professionals and freelancers grow and sustain their businesses while being compliant, managing their cash flow well and paying correct taxes,” said Arboleda, co-founder and COO. “The manual and often tedious processes of tax preparation, filing, and payment are some of the major stressors in running a business, which is where Taxumo steps in. We also educate MSMEs, professionals, and freelancers about new regulations and basics of taxation. This way, we help MSMEs, professionals and freelancers focus on starting, sustaining, and scaling their businesses.”
In Photo: Murrillon and her daughter
Meanwhile, Cawil AI, registered as a business entity in 2020, is an industry agnostic artificial intelligence solution that focuses on computer vision. They bring AI-technology closer to the Philippine market by providing AI-vision products that can be integrated to web and mobile applications for smart cities application and “internet-of-things.”
“Our mission is to help people understand artificial intelligence and our vision is to utilize AI that impacts livelihood, biodiversity and sustainable cities,” said Murrillon, founder and CEO. She fondly calls Cawil AI her pet project as she has been working on it for years in academic research, having observed the gap between technology implementation and real life application, especially in the Philippines. “Bridging the gap in technology adaption so that people can benefit and live a better life pushed me to pursue Cawil AI.”
Then there’s Agrabah Marketplace, an agri-tech startup that was founded in 2017, with a mission to connect the producers directly to the consumers, and to redistribute fair profit share to farmers. “Agriculture is a major economic sector in our country, but it continues to face issues that threaten our local farmers, fisherfolk, and partner enterprises,” said COO Gumino. She co-founded the company with her husband, with the aim to connect farmers and enterprises for a more secure market chain. “We push for a more sustainable way of agriculture by creating and nurturing these connections between farmers, fisherfolk, and enterprises.”
On raising a child, growing a company
Second, personal values and learnings have professional applications.
“I am open-minded and a risk-taker,” said Bertulfo in describing herself as a mother. Her keenness on exploring and making new discoveries as a parent translates into the workspace and plays a role in her chosen path. “These allow me to see circumstances from different perspectives that lead to decisions, with results proving this to be the right process.”
In photo: Bertulfo and her son
Arboleda similarly links self-knowledge through exploration at home and at work. “I encourage my daughter and my employees to experiment and test,” she said. “Learning new things all the time is where I get inspiration to create new products, systems and processes.”
Murrillon wants her daughter to think, as they say, outside the box. “Analytical skills and agility in implementation are core assets in building Cawil AI,” said Murrillon. “I always tell my daughter to focus on details and be flexible because experience is the fastest teacher.”
“Agrabah is my third child,” said Gumino, sharing that the freedom of working for herself allowed her to spend more time with her son. “The greatest parental lesson I’ve learned so far that applies to building a startup is how adjusting to constant changes, whether in parenthood or in business, produces growth in a multitude of aspects.”
On support systems
Third, set up your support system. While behind every successful woman is all the hard work she put in, founding and running a company takes strength, perseverance, and a solid support system.
“They say it takes a village to raise a child – the same can be said when building a company,” said Gumino. She added that that, much like parenthood with less sleep, one can never be fully prepared, and so she described it as a constant learning process. She reminded to be gentle with one’s self and to go ahead and lean on others. “A strong support system of family and friends is a blessing.”
While immediate family is typically top of mind for support, this can come in many forms, places, and people. “I am where I am today because of the FHMoms community,” said Bertulfo. To her, the community has become family, and the reason she continues to strive and pursue the company’s mission. “It’s all for them. I will always be grateful to these women–they inspire me, empower me, and keep me going.”
In Photo: Arboleda and her daughter
Arboleda credits the success of Taxumo to her teams at work and at home. “Taxumo owes its success to them,” she shared, mentioning its range of members, from Taxumo’s CEO and co-founders, to its mentors and investors. She added that delivering to customers is also only possible because she has the back up of family and kasambahay since day one.
“Persistence is my number one attribute because a founder will encounter a lot of challenges,” said Murrillon. “Cawil AI would also not be here if I didn’t have my tech team. They see my capabilities beyond what meets the eye” and that confidence pushes potential into reality.
On moving forward by mentoring
Fourth, share your learnings to those looking into entering the startup world. Taking the first steps into founding one’s own business takes courage, drive, grit, and encouragement.
“Look around you,” said Arboleda. “There will always be people, from one to a whole community, willing to help. Optimize the convenience of having books, videos, online journals and other easily accessible resources with a click of the mouse. Know why you are starting this business. Know the values that you and your company wish to uphold; decisions made around these will make things easier.“
In Photo: Gumino and her son
“Moms should not be afraid of technology and innovation,” said Murrillon. “Learn to navigate the digital world. Use technology to your advantage in improving quality of life, no matter how big or small these improvements are.”
Gumino shared that running a business and leading a household can often be overwhelming, and so it is important to take a step back. “It is okay to take a pause, reflect, and be grateful for everything that’s happening – the good, the bad, the unforgettable. Keep those memories as these will serve as your anchors when you need to weather the storms in any aspect of your life. Daily challenges bring new milestones that will grow both family and business,” said Gumino.
Along the way, have fun, take risks, and make mistakes. “Go beyond your comfort zone, try new things, and continue to learn. All these go into becoming your best self,” said Bertulfo.
Startup Pinay is a program of QBO Innovation Hub in partnership with Investing in Women to connect current and future women founders with opportunities—from mentorship to funding—in the startup ecosystem. To learn more, visit qbo.com.ph/startup-pinay.
