From Humble Beginnings to Entrepreneurial Triumph

Delia A. Cerdeño, 56, from Paco, Manila, an entrepreneurial force, proved that it’s never too late to redefine success.

Delia A. Cerdeño’s story is a powerful tale of resilience, determination, and the magic of chasing dreams. As a mother of two, she proves that it’s never too late to find business success. Her journey is a mix of tough times and victories.

Before diving into entrepreneurship in 2006, Delia spent 27 years working at a major corporation in the Philippines. Limited earnings pushed her to seek a more fulfilling and comfortable life. Starting small with just PHP 4,000, she set up a stall near a convenience store in Pandacan Market in Manila, selling slippers inspired by her childhood struggles without proper footwear.

Life threw challenges at Delia, but she stood strong. Her commitment to providing her kids with opportunities she missed fueled her journey. When the pandemic hit, she turned it into an opportunity. Adapting to change, her business not only survived but thrived. Delia saved enough to buy her own car.

In 2019, she became a client of CARD, Inc. (A Microfinance NGO). With a PHP 3,000 loan, she moved on to Quick SME Loans (QSL), securing PHP 50,000 to PHP 200,000 loans to fund her business. These funds helped her expand with three more stalls in the market.

Delia’s journey is a success story. Now owning a three-hectare farm, a house in Bicol, a family car, and a business truck, she runs six market stalls and a home grocery store. She also employs three permanent staff and eight contractual staff, each assigned to their respective stalls.

Her kids graduated in Engineering and Information Technology. Delia’s journey lights the way for those in the entrepreneurial seas. Her advice to other entrepreneurs’ stresses savings, smart money management, and unyielding optimism.

“With passion, resilience, and relentless pursuit of dreams, challenges can lead to unprecedented success,” Delia shares, hoping her story inspires others.