Iloilo Needs More Entrepreneurs

By Ken Lerona

The world of work is changing—fast. And it’s no longer a distant possibility. It’s already happening before our very eyes.

First came the pandemic, which forced many of us to pivot: from office-bound to online, from routine jobs to side hustles, from job security to income creativity. Now, artificial intelligence is the next great disrupter—decisively altering the way businesses operate and how people are hired (or not). Jobs that were once considered stable are being automated. The question is no longer if, but how soon the shift will happen.

This is not a message of fear, but of foresight. The future of employment is becoming increasingly uncertain, and the most resilient response may just be to create our own opportunities—right here at home. Kag ang sabat sini? Negosyo.

Iloilo Is Growing—But Supply Cannot Keep Up

Let’s take a closer look at Iloilo. In recent years, we have seen remarkable growth: in real estate, hospitality, retail, logistics, and even technology. Business parks are rising, hotels are opening, and both local and national investors are betting big on our region. And rightly so—Iloilo has become a center of gravity in the Visayas.

But beneath this progress is an unrecognized problem: kulang pa guid kita sang local suppliers, manufacturers, and service providers. The demand is here, yes. The purchasing power is real. But the supply? We’re still catching up. There is a golden opportunity for Ilonggos to rise and meet the growing needs of our local market. We need more food producers, more logistics players, more designers, more marketers, more creatives, more manufacturers, more tech solutions—and we need them to be proudly born, raised, and built in Iloilo.

If we let outsiders dominate our market, we miss out on the chance to grow wealth and generate employment locally. But if we nurture our own—if we support homegrown entrepreneurs—we will keep the value cycle within the community. That’s how cities become stronger: when progress is shared.

There Is Money Here—Let’s Not Ignore That

The surge of national and even global brands entering Iloilo isn’t just a trend—it’s a signal. It means there is a viable, healthy market here. May kwarta guid diri sa Iloilo. And yet, we sometimes fall into the trap of waiting for big brands to come in, rather than asking ourselves: Pwede man ako sina.

We don’t need to be the next Ayala or Jollibee. But we do need to build our own brands. We need more Ilonggo-run cafés, fintech startups, eco-tourism ventures, and neighborhood-based enterprises. Each small business strengthens the local economy. Each entrepreneur is a multiplier of opportunity.

So What Must We Do?

First, we must build an ecosystem that nurtures entrepreneurship from the ground up.

Government agencies like DTI, LEDIP, DOST and even TESDA already offer technical training, product development support, and market linkage programs. These are opportunities waiting to be tapped—especially by the youth, displaced workers, returning OFWs, and even retirees looking to make their second act meaningful.

Second, we need our LGUs—especially in the municipalities—to put entrepreneurship at the heart of their development agenda. This means organizing livelihood fairs, co-creating business plans with cooperatives, and helping entrepreneurs access capital. Our rural banks and cooperatives should also evolve to be more responsive to micro and small enterprises. Masaligan guid ini nga sektor kung tudluan kag suportahan sang husto.

Third, our schools and universities must rethink their role. While it’s commendable that we produce globally competitive graduates, our long-standing educational aspiration to “export” our talent must be balanced with a new vision: to equip students not just to apply for jobs, but to build businesses. We need more business incubators in schools, more mentorship programs, and more storytelling around Ilonggo entrepreneurs who made it, not despite their location, but because of it.

Iloilo Needs Us to Stay and Build

There is no shame in leaving Iloilo for better opportunities. But there is deep pride in staying and building. In many ways, the real challenge of leadership is not going far, but going deep—deep into the heart of your own community, understanding its needs, and responding with grit and grace.

Now, more than ever, Iloilo needs more hands building businesses, more minds solving problems, and more hearts committed to local growth. Indi naton pagpabay-an ini nga tsansa.

We are not short on talent. We are not short on ideas. What we need is a culture that celebrates the entrepreneur, mentors the beginner, and opens doors for every Ilonggo who dares to try.

Let’s stop waiting for Manila to notice us or for others to solve our problems. The truth is, we have what we need right here. And with every sari-sari store that expands, every farmer who adds value to his crop, every creative who builds a brand, we prove a simple truth:

Iloilo doesn’t just grow because of capital. Iloilo grows because of courage.

Let’s be brave together. Let’s start building—one business, one dream, one local win at a time.

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Ken Lerona is a marketing and branding leader with over 20 years of experience. He conducts talks and workshops for private and government organizations and consults on innovation and reputational risk management. Connect with him on LinkedIn at www.linkedin.com/in/kenlerona.