For Fel Roslin, co-owner of Parañaque-based Felchie’s Ice Cream House, embracing digital transformation was not simply about upgrading business tools — it was about finding reliable partners who could support long-term growth.
“I told my wife that we had to partner with a company that is accessible and dependable,” Roslin shared. “With technology now supporting marketing, accounting, and operations, it really matters who you work with.”
Roslin’s experience reflected the central theme of MSME Day in Parañaque City, which brought together entrepreneurs, startups, and growing businesses to address the evolving demands of an increasingly digital marketplace.
Organized by PLDT Enterprise, the business-to-business arm of PLDT, the event featured a series of learning sessions aimed at helping micro, small, and medium enterprises strengthen their digital capabilities and online security.
Among the highlights was PLDT and Smart’s #BeCyberSmart module, which provided entrepreneurs with practical guidance on protecting their businesses against cybersecurity threats while expanding their digital presence.
Participants also joined discussions on financial literacy, business messaging solutions such as the Tanay App and A2P messaging, as well as content creation strategies focused on using Reels as an effective sales and marketing tool.
The event received strong support from the local government led by Parañaque Mayor Edwin Olivarez, alongside representatives from the Department of Trade and Industry (DTI) and the Philippine Chamber of Commerce and Industry (PCCI) Parañaque chapter.
“Today, we are celebrating MSME Day here in Parañaque and across the entire country, honoring the entrepreneurs who serve as the true heart and engine of our local economy,” Mayor Olivarez said.
“We all know that running a business is no small feat. It takes sacrifice and risk. We faced years of uncertainty during the pandemic, but we overcame it. We remain committed to supporting the entrepreneurs who serve as the heart of our economy,” he added.
John Eric “Chet” Alviz, Vice President and Head of SME Growth Marketing, Digital and Trade at PLDT Enterprise, emphasized the growing importance of technology for small businesses.
“Digital tools are no longer optional,” Alviz said. “Today, they are the essential gear every small business needs to stay in the game and protect their livelihood.”
Meanwhile, Stephanie V. Orlino, Assistant Vice President and Head of Stakeholder Management at PLDT and Smart, highlighted the value of partnerships with local government units in reaching entrepreneurs more effectively.
“Working closely with LGUs like Parañaque is critical,” Orlino explained. “We meet owners where they are — whether they’re building their online presence or strengthening their cybersecurity — to help ensure that learning translates into real business growth.”
For attendees like Catherine Joy Cardano, CEO and co-founder of AirLiving Plus Real Estate Management Service, the event provided valuable insights into modern business marketing.
“This event really helped me appreciate why consistency in planning and creating Reels matters so much — it’s about taking full advantage of being visible on social media,” Cardano shared.
“This Parañaque MSME Day is the very first event of its kind I’ve attended, and I was excited to learn how to navigate social media marketing while protecting my business online. Partnering with the companies here is exactly what we need to help our business flourish,” she added.
The initiative forms part of PLDT and Smart’s continued commitment to supporting the United Nations Sustainable Development Goals, particularly SDG 8: Decent Work and Economic Growth and SDG 9: Industry, Innovation, and Infrastructure.
Through collaborations with local government units and industry partners, Smart Communications and PLDT Enterprise continue working to equip Filipino entrepreneurs with digital tools and knowledge that can help translate into sustainable business opportunities.
