The Alpha Stories (TAS): Tell us who you are.
Wacky Moreno: I am Wacky Moreno, Gugu’s CEO and Head of Marketing & Sales. People could view our products and organization online through our website, www.weargugu.com, and people may reach me through my email address, jpmoreno.mkph@gmail.com. Our operations are based here in 107 MKPH Bay Hub, Bagumbayan St., Naga City, Philippines.
TAS: So, why did you start this company?
Wacky Moreno: Our company, then known as Mr. Kengkoy PH, actually started as a school project back in 2010. Setting up a business is a course requirement for business majors at the Ateneo de Naga University. Our original founders, led by Scud Dy, came up with the idea of creating a mainstream product made almost entirely from raw materials native to the Philippines only – hence, our native handwoven backpacks. Upon searching for a way to shorten the supply chain and minimizing cost, the team stumbled upon the weavers of the main materials that we use, the handwoven jute fabric. The team saw the unjust commercial practices and exploitation of the weavers so they decided that instead of a regular business, Mr. Kengkoy would be a social enterprise.
TAS: How were you able to sustain that initial school project and make it to what it is today?
Wacky Moreno: Upon the team’s graduation in 2012, Scud wanted to expand the operations by means of recruiting additional helping hands. That’s when I, along with other young visionaries, came in. In 2013, we decided to rebrand Mr. Kengkoy Backpacks to Gugu, in order to appeal to a bigger market. Fast forward to 2015, Gugu totally became a separate entity from Mr. Kengkoy PH with me as the CEO and Arky Dy as co-founder. Right now, we’re set to launch new products this summer, along with other endeavors concerning the enterprise and our partner community in Albay province.
TAS: How do you maintain a level of organization and impact to the community?
Wacky Moreno: What I always point out during direction-setting meetings is that alignment of thinking is the most important part of our organization. It is what brought us to relative success and it is also the main reason that we continue to exist up to this day. We exercise this even in the community, where our weavers also share the same vision with us.
TAS: Can you give us five best practices you exemplify your culture at work?
Wacky Moreno: Our best practices at work, include:
Innovate. You never know what the market wants if you continue to create me-too products.
Treat your community partners as business partners. Make them sit in meetings and constantly update them of the latest happenings within and outside the organization.
Invest on people. If cash is short especially in the beginning, share your vision and make them feel needed. I’m pretty sure they will be more than willing to offer their help for free, or they might even pitch in!
Tell a good story because you never know who’s listening. We once held a photo shoot for our relaunch back in 2012. One of the brand ambassadors was so touched by our story and right there and then, offered us P100,000.00 loan, interest free!
Organize your organization. Our mantra for this year is if we want to become a million peso company, we must operate like a billion peso company!
TAS: What was your most inspiring moment doing what you do?
Wacky Moreno: Back in January 2013, we held the “Pasasalamat sa Manghahabing Bayani” (literally meaning Weaver-Hero Appreciation Event) here in Naga City. We were able to bring our weaver-partners to a posh hotel here in Naga for an evening event dedicated for them. Among the other guests were business leaders, public servants, and advocates from diverse fields – all of them came to witness an event dedicated to some of the remaining weavers of Albay. That moment is forever pictured in my memory, an evening where people appreciate not just what we do, but the wonderful art created by the weavers.
TAS: How do you measure success?
Wacky Moreno: We measure success through impact. No matter how huge our sales was for the past cycle, if our impact is unfelt in the community, we consider our work a failure. For the past few years that we’re around, we were able to raise the per capita income of our weaver-partners by as much as 300%. That is on top of skills development and empowerment efforts that we pour in.
TAS: As Gugu’s CEO, what are your personal success habits?
Wacky Moreno: I pray. It has been our organization’s culture to pray before anything we do. We believe that God is our business partner, that’s why we include Him in anything that we do.
TAS: How do you start your day?
Wacky Moreno: I’m your typical millennial. I check my phone for social media updates and email even before I get out of the bed. Then after that, I have my morning workout routine then a cup of hot coffee.
TAS: What makes you happy?
Wacky Moreno: Making a dent in the universe. That makes me happy. I am a huge fan of the late Steve Jobs and his mantra regarding making an impact in humanity struck me. Whenever we see any positive change in the community or in the lives of our customers, I experience genuine happiness.
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