How did ECHOstore start?

ECHOstore began over one casual dinner with three friends: Jeannie Javelosa, Reena Francisco, and Chit Juan. They were discussing ideas and reflecting on their work and lives, and they came upon a unique concept: a one-stop shop that would offer alternatives that could help everyone live a sustainable lifestyle and, thus, a social enterprise—ECHOstore Sustainable Lifestyle— was born.

A social enterprise is a business for profit, but with an added twist—the profits consider the triple bottom line, where there are environmental and social gains as well. We call it ECHOstore Sustainable Lifestyle. ECHO is an acronym for Environment & Community Hope Organization.

Who are the ladies behind ECHOstore?

ECHOstore began with the Power of Three Women:

• Reena Francisco: Operations, Finance, Product Development
  Reena, the detail-oriented person, has put up more than 70 coffee shops all over the country and some abroad. Reena is at the core of ECHOstore’s operations from product development, supply, and packaging to human resources, finance, and administration. Reena helps Jeannie with product development, and takes creative control of the visual look of ECHOstore.
  
  
• Jeannie Javelosa: Communications, Product Design Development, Marketing Campaigns and Events
  Jeannie is a writer-artist and Mt. Banahaw advocate. She is also the Curator of the Yuchengco Museum; the Creative Strategist of EON Stakeholder Relations Firm, a columnist for The Philippine Star; a yoga instructor (ECHOyoga); and a voice for wellness. Jeannie handles all the communications, media, and events requirements, and helps Reena in product development. Jeannie also supports Chit in marketing needs.
  
  
• Chit Juan: Marketing and Organizational Interface
  Chit is a marketing specialist. Formerly the CEO of Figaro, she is presently the co-chair of the Philippine Coffee Board. Chit is everywhere, and has been tasked to be responsible for organizational interfacing. She is an advocate for SMEs and a member of the following organizations: Philippine Business for Social Progress, Management Association of the Philippines, Peace and Equity Foundation, Gifts & Graces, and Women’s Business Council of the Philippines. Chit supports Jeannie in communication and media needs.

ECHOstore’s Mission-Vision

ECHOstore is grounded upon Three Principles that ECHOstore continues to nurture and sustain:

• SELF: through a holistic, healthy, and clean lifestyle that integrates Body-Mind-Spirit wellness
  

  Organic and/or Natural Food and Body Products
  We search for the highest quality, least processed, and natural foods and body products, because we believe that these must be in its purest state—unadulterated by artificial additives, sweeteners, colorings, and preservatives or toxic ingredients. We appreciate and celebrate the difference natural and organic products can make in the quality of one's life.

  Positive Mind and Caring Spirit
  We actively present lectures and seminars on wellness to inform people about many ways of reaching wholeness and wellness.

• COMMUNITY: through conscious consumerism, promoting fair trade and poverty alleviation programs
  

  Fair Trade
  All our products are made under fair trade conditions. We actively seek out partnerships with larger foundations and organizations focused on livelihood and community development to see how we can help bring their products to the market.

  Supports Filipino Design Excellence
  We look for quality design in all our products. We help mentor groups whose products need help in visual branding and design. We look to creative collaborators, designers, and artists to use ECHOstore as their personal social responsibility when one of our community groups need help in developing better product designs.

  Supports Livelihood And Mentors Small Entrepreneurs
  We prioritize carrying products that come from very small communities or entrepreneurs and those that never had market access. We hold mentoring lectures, and help small entrepreneurs in marketing, packaging, branding, and product development.

  Integrity In All Business Dealings
  Our partners are our allies. We treat them with respect, fairness, and integrity at all times, and we expect the same in return.

  Satisfying and Informing our Customers
  We are passionate about helping develop the conscious consumer. Our customers are the lifeblood of our business. We take time to explain, educate, and inform them to help influence them towards leading a sustainable lifestyle. We want to meet or exceed their expectations on every shopping trip. We know that, by doing so, we turn customers into advocates of our business. Advocates do more than shop with us; they talk about ECHOstore to their friends and others. We want to serve our customers competently, efficiently, knowledgeably, and with flair.

• PLANET: through eco-friendly purchases

  Sustainable Agriculture
  We support organic farmers, growers, and the environment through our commitment to sustainable agriculture and by expanding the market for organic products.

  Wise Environmental Practices
  We respect our environment and recycle, reuse, and reduce our waste wherever and whenever we can. We remind others to do so as well.

What are the Commercial Activities of the SE such as (Strategies, Operations: Operate money/profits, flows of business operations)?

ECHOstore is a unique social enterprise because, not only does it house products from various social enterprises and SMEs, but there is an environmental aspect that goes in selecting products that support sustainability. Many of these small producers do not have a main outlet in a high-traffic area where they can sell their products. Also, many community groups need help with product development, marketing, branding, and strategically positioning their products in a local market that is often overloaded with global brands. ECHOstore wants to highlight Pinoy products and be proud of it too. As a retail store, ECHOstore is able to bring these products to a wider consumer range.

ECHOstore Serendra first opened in September 2008 and shared space with Kape Isla, a coffee shop under the Philippine Coffee Board. It was here where Jeannie, Reena, and Chit brought together their network of social enterprises, communities, foundations, and other organizations that needed not only support, but a space for their products from home care, fashion, gifts, and personal care. Some products are made by marginalized groups, women prisoners, urban poor, foundations that support abused children, and even the creative industries. The store also offers organic, natural, and nontoxic goods ranging from home cleaning products to staples such organic rice, sugar, and other produce.

Soon after, ECHOstore opened its second branch at the Podium and its related concept store, ECHOVillage Store Sustainable Communities, in Katipunan and Puerto Princessa, Palawan. ECHOVillage Store, which is a partnership with the Peace and Equity Foundation and the Partnership and Access Center Consortium, Inc., features community handicrafts and foods from various regions in the country. The customer response was overwhelming and, in the past two years, ECHOstore has become the pioneer retail store in promoting a sustainable lifestyle

What about ECHOstore’s Marketing-Communications Strategies?

ECHOstore is focused on developing a specialty market. Its main direction is to introduce and increase awareness of the products to consumers who live a sustainable lifestyle. Aside from its various branches and distribution points/partners such as hotels, ECHOstore also makes use of gondolas which are set up during events.

ECHOstore relies on below-the line activities like in-store events, online marketing via email, website, social networking with twitter and facebook. Campaigns include tie ups with corporations that are looking for a CSR programs that ECHOstore can develop that for them with its wide network of organizations and community groups.

What are the Social Issues addressed / Benefits = Best practices as a Social Enterprise?

As a social enterprise, ECHOstore acts not only as a collaborator, but also as a link between the consumer and the NGOs. With ECHOstore’s expertise in marketing, branding, product development, and retail operations, unique products that would remain in bazaars, trade fairs, or even just in the workshop are given the chance to make it to a market that understands and appreciates the story behind each product.

ECHOstore is present to talk about the community groups behind these products, and can effectively link them to customers. At the same time, it is a social enterprise, because it includes a social dimension in its business decisions and strategy. ECHOstore is involved in the different communities it also helps, integrate these communities with the store’s campaigns (e.g., Recycle for a Cause, Second Life, and Malunggay Green Kids), and engages consumers as well.