GAYtrepreneurship
Business Industries Where Gays Thrive
By M.D. dela Cruz Tan

GAY BIZ

For those intending to go into a business specifically targeting GLBTQs, the Gay Business Association (GBA, gba.org.uk) has words to live by to find success.

Firstly, “check what existing businesses are doing and see whether there is a gap you can fill,” GBA states, stressing that “before starting a 'gay' business, it is essential to gauge actual demand for what you are offering.” 

In the Philippines obvious in the continuous lack of gay venues, what with Club Government the only such venue in Makati City, Bed Bar still the only one dominating in the City of Manila, and Palawan 2 the only such venue in Quezon City; in the absence of gay media, with the death of Icon, Manila Out, and Generation Pink; and lack of GLBTQI-specific service providers, e.g. gay-specific travel agents, and gay-specific migration agencies.

Secondly, do a market research, which may be “the first critical step in starting any business,” GBA states.  This is to “help you prepare your business and marketing plan.”  Interestingly, in the case of Generation Pink, it only did a market research months after it started encountering problems, including low readership and lack of corporate support – a move that may have been too late already, since it eventually closed operations.

Thirdly, test the market.  “This gives you the chance to talk to potential customers, find out whether they like the product or service, whether they think the price is right, and if they would actually choose to buy from you,” GBA states.

Fourthly, “promote your organization.”  “Sparking interest in your products and services (ensure) that the public flock to your door, (which) is critical for a successful organization,” GBA states, enumerating such “easy steps” as releasing press releases to mainstream media outlets, as well as making use of alternative media (e.g. the Internet) for self-promotion.

And fifthly, tapping same-minded individuals since “you can get a good idea of (gay businesses) by seeing what others have done before you,” GBA states.  Obviously somewhat hard to do in a country like the Philippines, where the absence of a cohesive gay community led to the lack of a business association for GLBTQIs a la GBA in the UK, there are, however, GLBTQIs already in business open to discussing their experiences to others.  At least, even if only for now, this should suffice.

BIZ FOR RIGHTS

A more important development related to GLBTQIs and their establishment of businesses, for GBA, is the possibility that the latter can affect the former’s “setting an example in ending discrimination.”  GLBTQ-owned and/or run businesses can “help to create examples of 'best practice' based on our day to day experience of employing lesbian and gay staff, and serving lesbian and gay customers.  By setting an example, we hope more mainstream companies will recognize how destructive homophobia can be to their business, and more positively, they will recognize the advantages gay people can bring to their employers.”

And this is exactly what Azgenda Salon’s Dela Cruz has been doing – both promoting the idea that businesses owned and/or run by GLBTQs, whether targeting GLBTQIs or not, can thrive, thereby benefiting the community not just in creating that good impression, but, more directly, hiring members of the community (as well as servicing GLBTQIs, too, of course).

In 2005, Dela Cruz’s partner sold his share to Lolita Javier, now his business partner, even as the business continued to be successful.  The company went into franchising in 2005, “a move businesses always look forward to doing to grow,” Dela Cruz says. 

An Azgenda franchise costs from P400,000 to P1 million, depending on such variables as the venue/location where the franchise will be opened, support needed from the franchisor, et cetera.  There are now four Azgenda outlets – two company-owned, and two franchises.  Two more are slated to be opened in the first half of 2008, one in Iloilo City, and another in Bacolod City.  “I’ve stopped (working overseas), even if I continue to believe in traveling overseas (to know the trends and practices you can get there to apply here),” Dela Cruz says.  “But I have no regrets (giving up working overseas).  Dito, kung tututukan mo lang ang pinaghirapan mo (Here, if you pay close attention to your business), you are certain to succeed.”