Successes

Nelson Guillen’s entrepreneurial journey has evolved in inspiring ways since he first shared his NARRA Success Story with MOBI in December 2022. What began as a small online food business during the pandemic has transformed into a community-driven marketing consultancy that empowers educators and micro, small, and medium enterprises (MSMEs) across the Philippines.

How it All Began:
In October 2020, Nelson, a marketing consultant and business instructor in Manila, Philippines, enrolled in MOBI’s Quick Start Entrepreneur course to enhance his business knowledge. The course inspired him to start a small online venture reselling rice cakes, or kakanin, to earn extra income during the pandemic shutdowns. With just 200 pesos, he began selling to friends and colleagues.

As demand grew, Nelson teamed up with four friends to expand their offerings and formalize as NARRA General Merchandise & Trading Inc., which became officially recognized by the Philippine Securities and Exchange Commission in early 2022. To prepare for this expansion, Nelson also completed MOBI’s Business Expansion course, which gave him the tools to strengthen the company’s marketing and growth strategies.

A New Direction:
Fast forward to late 2023, Nelson’s journey took a new turn. After completing his Ph.D. in Business at De La Salle University he felt a strong pull to shift the focus of his work. What was once a broad merchandise venture has since been rebranded into NARRA Marketing Consultancy, a firm dedicated to research, analytics, and omnichannel marketing.

Now primarily a solo endeavor with the support of volunteers and consultants, Nelson’s mission is about more than commercial success. His goal is to empower educators and small business owners with insights and tools that help them grow. “The MOBI courses shaped my perspective on entrepreneurship and marketing,” Nelson says. “This journey is now about giving back to my community and helping MSMEs thrive.”

Growing Through Impact:
Though relatively new, NARRA Marketing Consultancy has been steadily gaining traction. The firm primarily attracts new clients through word-of-mouth referrals, a testament to the quality and impact of its work. On average, the consultancy takes on one to two new clients each month, supporting schools and small businesses as they build their brands and customer relationships.

How MOBI Helped:
Looking back, Nelson credits MOBI’s courses as instrumental to his growth. He continues to apply lessons learned in the Quick Start Entrepreneur and Business Expansion courses, particularly in digital marketing, storytelling, and adapting to change. These principles, first applied to selling kakanin during the pandemic, now underpin his consultancy’s client strategies.

What’s Next?:
For Nelson, the journey is just beginning. His vision for NARRA Marketing Consultancy is to remain deeply rooted in community impact—helping educators innovate, and enabling MSMEs to compete and succeed in today’s evolving marketplace. “This transformation is proof that with the right mindset, continuous learning, and the support of resources like MOBI, businesses can adapt, grow, and serve in new ways,” Nelson shares.

All photos generously provided by Nelson Guillen, Ph.D.

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