“Accidental” Entrepreneurs Parlay Tray Making to
Furniture Manufacturing

By Gloria S. Recio

Joel and Ada Aguilos are the couple behind Trayline Corporation, a company which began modestly as an maker of rattan trays but now manufacturers upscale furniture and accessories, with a posh outlet at Eastwood, Libis, Quezon City.

The couple asserts that for them going into business “just happened.”  Neither one had any formal training in business:  he was design engineer while she was an electronic technician. 

Returning from a six-year overseas stint as a design engineer in Saudi Arabia, Joel found getting employed in Manila “next to impossible.” Without a job, it was expenses all the way and no income to replenish the money flowing out of the Aguilos household.

It was Ada’s sister, Rose Bertol, who suggested the couple go into trading as she had networks among foreign buyers.  She had an order of rattan trays from abroad and dared the couple to fill the order.  Joel had reservations about going into any business.  He didn’t know the first thing to do to begin one.    Ada, on the other hand, found her sister’s offer too attractive to turn down.  

Accidental entrepreneurs

Her sister’s proposition was not that new to Ada as she had engaged in “small-time” trading activities when Joel was overseas. 

And so Ada made the first move, confident that sooner or later she could convince Joel to come around.  After committing to supply Rose 400 rattan trays, Ada combed Quirino Avenue in search of a tray maker. 

Meeting their first order was a learning experience from start to finish. When the tray maker Ada contracted failed to deliver, sure enough, Joel didn’t need much prodding to get involved.  He agreed with Ada they had little choice but to produce the trays themselves.  They converted a vacant 12 sq meter backyard lot in Kasibulan, Cainta into a mini factory.  

After working day and night for a week, Joel and Ada, with a six-man workforce and simple gadgets like blowtorches, hammers and hand sprays, managed to complete the  trays.   They had to cope with quality and some other problems, but in the end, the couple delivered on their commitment.

From trays to furniture Satisfied with the way things turned out, Rose asked the budding entrepreneurs, “Do you want more?” This time, it was Joel who readily assented, even though the new order was three times bigger and required different shapes and sizes. Before long Joel and Ada had mastered the craft of rattan tray making.  More orders came.  In less than a year the couple was shipping trays in various shapes, sizes, designs and colors by the 20-foot container. Their timing was perfect, they now conclude on hindsight.  At the time they were engaged in it, rattan trays were a big thing in Europe. With Rose and her network, job orders continued to flow into Trayline Industries for the next five years.   Traymaking soon gave way to something bigger.

Above left,  Joel and Ada Aguilos during a business trip. A portion of Unna Moebel, Trayline’s show room at East Wood.

From trays to furniture

Satisfied with the way things turned out, Rose asked the budding entrepreneurs, “Do you want more?” This time, it was Joel who readily assented, even though the new order was three times bigger and required different shapes and sizes.

Before long Joel and Ada had mastered the craft of rattan tray making.  More orders came.  In less than a year the couple was shipping trays in various shapes, sizes, designs and colors by the 20-foot container.

Their timing was perfect, they now conclude on hindsight.  At the time they were engaged in it, rattan trays were a big thing in Europe. With Rose and her network, job orders continued to flow into Trayline Industries for the next five years.  

Traymaking soon gave way to something bigger.

On their fourth year of operation, a buyer suggested that they expand their lines to include hampers, magazine racks, and even furniture. Joel welcomed the idea and set out to work on a number of designs, drawing from his innate artistic flair.  He learned to “inject his furniture designs with a dose of passion” so these would get noticed.     Eventually job orders for furniture were placed.  As the orders kept coming, Trayline Corporation was slowly being transformed into a furniture making business. 

Unna Moebel:  A showcase of Filipino ingenuity

Unna Moebel, literally translated as “first furniture” in German, is Trayline’s showroom located in flourishing East Wood.    Never before seen furniture pieces and home decors from a mix of indigenous materials, stainless steel, wrought iron, leather, ceramics, and others are laid out on the floor and displayed on shelves.  The 356 sq. meter showroom is spectacular: it displays Filipino ingenuity and craftsmanship at their best. 

Rules on how to go about your business
 
The Aguilos couple learned the rudiments of starting and managing an enterprise without formal training.  Before Trayline, these accidental entrepreneurs knew next to nothing about running a full-scale business.

For spouses who intend go into business, Joel and Ada caution that business success does not happen overnight.  In the absence of a surefire formula, the Aguilos couple suggests the following guide posts:

Rule 1:  Take your business seriously.  Putting up a business is a serious undertaking.  It may demand your attention 24 hours a day, seven days a week.  If you cannot commit 100 per cent of your time, don’t take the plunge. 

Rule 2:  Do not abuse your finances.  You need money to make more money.  If you want your enterprise to grow, make it a point to plough back profits into the business. Don’t confuse business with personal funds.

Rule 3:  Find your niche.  It’s a highly competitive world out there.  You need to find your niche.  Be creative.  Learn to innovate.  Find your competitive.  If you do, then you would have increased your chance of survival.

Rule 4:  Invest on things that will improve your business.  Look for ways to do things better, cheaper, faster.  Whenever possible invest on up-to-date technology to make your business more modern and competitive.

Rule 5:  Face the music.  Prepare for the unexpected.  In business, things are bound to happen out of the blue.  If for one reason or another you cannot meet a delivery schedule,  call your client at once and explain your predicament.  Tell the truth and it will set you free to ask for an extension. 

Rule 6:  Be a benevolent autocrat.  Treat your workforce with kindness. Adapt to their ways but do not allow ill-disciplined behavior to reign.  Rule firmly but with compassion. 

Rule 7:  Subcontract if possible.  Do not try to do everything yourself.  Why bother manufacturing a part or component when there is another firm that can do it more cost-effectively.  Subcontract to businesses smaller than yours.  Watch them grow with you.  

Rule 8:  Make good your commitments.  Building client relationships is essential to a business. If you want repeat orders, make good on your commitments. 

Rule 9:  Find time for your family.  The demands of your business  it is not an excuse to neglect your family.  Set aside Sundays for the family.  Involve growing children in the business so they can learn entrepreneurial behavior early.