Starting a successful business doesn’t always require a large investment—it takes a clear goal, a strong vision, and the willingness to work hard.

This was the message shared by Anna Magalona-Go, founder of But First, Coffee, during SME Day Manila, where she encouraged aspiring entrepreneurs to focus on perseverance and community-building rather than waiting for perfect conditions.

Organized by PLDT Enterprise through its PLDT SME business unit, the event gathered hundreds of entrepreneurs and business owners to exchange ideas, learn from industry leaders, and explore digital solutions that can help grow their businesses.

Starting small, thinking big

Magalona-Go, who launched But First, Coffee as an online-only café during the pandemic with just P6,000 in seed capital, said entrepreneurs should not be discouraged by limited resources.

“You can start very simple. You don’t need to have it all,” she said.

She emphasized that entrepreneurship is a long-term journey shaped by persistence rather than overnight success.

“It’s not about reaping overnight success. It’s about not letting yourself be hindered by challenges and surpassing them so that your business will grow and thrive,” she said.

“Don’t get easily affected by challenges, as they are part of life. No one succeeds without these challenges and the lessons that we can learn from them.”

Building a community through generosity

Beyond business strategy, Magalona-Go highlighted the importance of cultivating genuine relationships with customers.

She believes generosity can become a powerful growth strategy without significantly increasing operating costs.

“Part of scaling your business without increasing your cost is building your community. I’m a very generous business owner, and I tend to give back to my customers, to my community, through promos, giveaways, and other activities,” she said.

She recalled an early experience when a customer from Quezon City wanted to try But First, Coffee despite the café only offering free delivery within Makati. To encourage the purchase, Magalona-Go offered to shoulder half of the delivery fee.

The customer eventually enjoyed the coffee and, months later, became one of the brand’s franchisees.

“Being kind goes a long way. It’s not always about price wars. It’s about the quality, the service and the way you give back to your community,” she added.

From its beginnings as an online coffee business during the pandemic, But First, Coffee has since expanded into a growing network of physical stores and franchise locations.

Empowering SMEs through technology

SME Day Manila forms part of PLDT Enterprise’s broader initiative to help micro, small, and medium enterprises strengthen their competitiveness in today’s digital economy.

In addition to Magalona-Go’s session, participants attended discussions led by experts from PLDT Enterprise, ePLDT, Vitro, and TikTok, covering topics such as future-ready wireless connectivity, digital transformation, cybersecurity, business resilience, and sustainable growth.

Sessions also explored opportunities enabled by 5G technology, the importance of reliable fixed broadband, and strategies for protecting businesses from evolving cyber threats.

Following successful editions in Pampanga and Manila, PLDT Enterprise will bring SME Day to Davao and Iloilo, continuing its commitment to equipping Filipino entrepreneurs with the knowledge, technology, and tools needed to innovate and thrive in an increasingly digital business landscape.