For Fel Roslin, co-owner of Felchie’s Ice Cream House in Parañaque, modernizing the business was not just about adopting new tools — it was about choosing the right partner. “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.”
That perspective reflected the spirit of MSME Day in Parañaque City, which gathered local entrepreneurs — from early-stage founders to business owners ready to scale — to help bridge current business challenges with the demands of an increasingly digital marketplace.
Led by the PLDT Group’s B2B arm, PLDT Enterprise, MSME Day in Parañaque City featured a learning session on PLDT and Smart’s #BeCyberSmart module to help entrepreneurs strengthen their online safety as they grow their digital presence. Parañaque business owners also took part in discussions covering financial literacy, business messaging solutions such as the Tanay App and A2P messaging, and practical content creation strategies through a session on Reels as effective sales tools.
The event also underscored strong support from the local government led by Mayor Edwin Olivarez, alongside leaders from the Department of Trade and Industry (DTI) and the Philippine Chamber of Commerce and Industry (PCCI) Parañaque, reinforcing a shared commitment to strengthening the city’s MSME sector.
“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,” said Mayor Edwin Olivarez. “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.”
Building on this shared commitment to supporting local enterprises, John Eric “Chet” Alviz, PLDT Enterprise Vice President and Head of SME Growth Marketing, Digital and Trade, emphasized the role of technology in enabling growth. “Digital tools are no longer optional,” Alviz noted. “Today, they are the essential gear every small business needs to stay in the game and protect their livelihood.”
Stephanie V. Orlino, AVP and Head of Stakeholder Management at PLDT and Smart, highlighted the role of collaboration with local government units. “Working closely with LGUs like Parañaque is critical. 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.”
“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,” said workshop participant Catherine Joy Cardano, CEO and co-founder of AirLiving Plus Real Estate Management Service. “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.”
This initiative underscores PLDT and Smart’s commitment to the United Nations Sustainable Development Goals (SDGs), particularly SDG 8: Decent Work and Economic Growth and SDG 9: Industry, Innovation, and Infrastructure. Anchored in strong public-private collaboration, PLDT and Smart continue working with partners to help ensure that digital tools translate into real opportunities for local entrepreneurs.
