‘Stay in the game’: Women entrepreneurs urged to pivot through crisis

CEBU CITY, Philippines — Women entrepreneurs and startup founders in Cebu were urged to embrace innovation, adaptability, and resilience as economic headwinds, including rising fuel costs linked to escalating tensions in the Middle East, continue to challenge businesses across sectors.

The call was made during WE Meet Cebu, held in a lifestyle complex in Brgy. Busay, Cebu City, on June 3.

Organized by NuShu Network, it brought together startup founders, investors, business support organizations, and aspiring entrepreneurs in Cebu to discuss opportunities and challenges facing women-led enterprises.

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Difficult business conditions should be viewed as opportunities for reinvention rather than reasons to give up, according to entrepreneur April Flores, founder of ASV Business Solution.

“What we are experiencing right now is normal,” Flores said. “It’s normal to have problems. It’s normal to be down. Use this time as a weapon to pivot. You have to be very creative about what you can do.”

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Her remarks came as businesses nationwide brace for the ripple effects of rising global oil prices following renewed conflict in the Middle East. Higher fuel costs are expected to increase transportation, logistics, and production expenses, placing additional pressure on micro, small, and medium enterprises (MSMEs).

Entrepreneurs must focus on finding new opportunities, improving products and services, and remaining flexible in response to changing market conditions, according to Flores.

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“Do not feel sorry for yourself because everybody is experiencing it, not just you… In order to stay in the game, you have to stay in the game,” she added.

She also underscored the importance of support systems, noting that family, friends, mentors, and fellow entrepreneurs play a critical role in helping founders navigate difficult periods.

“Support is very important because it affects your morale and mindset,” Flores said. “You have to find the light out of this darkness.”

On the other hand, Wednesday’s event highlighted the growing role of women-led startups in Cebu’s innovation ecosystem, with founders showcasing solutions in technology, agriculture, sustainability, food waste reduction, and business automation.

Among them was Baggo, a platform connecting consumers with discounted surplus food from restaurants and cafes; Ryta, a sales automation tool for gadget retailers; and FarmTree AI, a startup helping farmers access financing and markets through verified farm data.

Organizers said women entrepreneurs often face unique barriers, particularly in accessing capital and growth opportunities.

Priya Thachadi, founder and representative of NuShu Network, said many women hesitate to seek funding or support because they feel they are not yet ready, despite having viable businesses.

“Capital is one of the biggest barriers for entrepreneurs, and an even bigger barrier for women entrepreneurs,” Thachadi told the audience.

Representatives from ARQ SME Business Development Corp. likewise noted a sharp decline in women ownership representation in the Philippines as businesses grow larger, highlighting the need for targeted financing and investment-readiness programs.

Despite the challenges, speakers expressed optimism about Cebu’s startup landscape, citing strong local talent, growing investor interest, and an increasingly collaborative entrepreneurial community.

“We didn’t have customers when we started. But the most important thing in running a business is to stay. Never leave. Just stay focused and continue,” said Flores.