You finally built the product. A good one. People like it. They even buy it.
So why does it still feel like a hustle and not a real business?
You’re not alone. Many Filipino founders, crafters, and creators get stuck in what Chris Gardner calls the **”Product Company Gap.”
Chris is a seasoned entrepreneur and VC partner at Underscore VC. In a talk at Harvard Innovation Labs, he said something that hit me hard:
“Product-market fit is not the finish line. It’s the starting block.”
And that’s true whether you’re building a tech app, a handcrafted bag, or a food product.
Let’s unpack how you, a Filipino entrepreneur with a tangible product, can turn what you’ve made into something scalable and sustainable.
What Is the Product Company Gap?
Let’s say you built something great. Your product solves a real problem. People say they love it. You get a few hundred—or even a few thousand—sales.
But growth stalls. You hustle on Instagram, do pop-ups every weekend, and keep reinvesting earnings. Yet you’re always one slow week away from panic.
This is the Product Company Gap—the space between having a product people want and building a business that actually grows.
Chris Gardner knows this firsthand. He co-founded Paydiant, a mobile payments platform that signed big clients like Walmart and Best Buy. But growth stalled.
Why? It was hard to deploy. Integration was a mess. Even after being acquired by PayPal, it never truly scaled.
In contrast, YouTube grew fast—but nearly failed because it couldn’t monetize. It wasn’t until Google stepped in with an ad-based business model that it became a billion-dollar company.
Lesson: A good product is not enough. You need a company behind it.
Objection: “But I’m not a tech startup. I make physical products.”
Perfect. These lessons are even more crucial for you.
If you’re making:
- Organic soaps
- Handcrafted leather bags
- Healthy ready-to-eat meals
- Local fashion or home goods
…then scaling is harder. You deal with materials, production, logistics.
You need systems. You need strategy.
Let’s go through the four practical steps you can take to start building not just a product—but a company.
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Step 1: Know Your Minimum Viable Segment (MVS)
You don’t need to serve everyone. In fact, trying to reach too many markets at once can kill your momentum.
Chris calls this focusing on your Minimum Viable Segment (MVS).
Instead of: “I sell bags for everyone.” Try: “I sell workbags for female freelancers who bring their whole office in one bag.”
Instead of: “I make organic snacks for health-conscious people.” Try: “I offer ready-to-eat snacks for busy young moms who want guilt-free options.”
Why this works:
- Easier to target with ads
- Easier to get repeat buyers
- You get faster product feedback
Real-life example: A brand started with eco-cleaners for general households. Sales were okay. But when they focused on pet owners needing chemical-free cleaners—boom. Repeat sales, user referrals, loyal community.
Find your niche. Win there first.
Step 2: Use the SLIP Framework
Chris Gardner shares this simple acronym: SLIP.
Want a product that’s easier to scale? Make sure it:
S – Simple to Use or Understand
Physical products need instant clarity.
- Can someone understand it in 5 seconds?
- Do you need to explain it every time?
If it takes a whole paragraph to explain how your folding table works, simplify the design or demo it better.
Example: A Filipino startup made a zero-electricity cooler. They sold it better by showing a 10-second TikTok: Ice in. Meat in. Sealed. No power. No problem. Sales spiked.
L – Low or No Initial Cost
People hesitate with high upfront costs.
Try:
- Sample packs
- Starter kits
- “Pay only shipping” promos
- Buy-now-pay-later options
Example: A soap brand offered a free mini bar with first orders. Conversion rate tripled.
I – Instant and Ongoing Value
Customers need to feel the win fast.
- Does it save time?
- Save money?
- Reduce hassle?
Then, how do you stay relevant? What makes them come back?
Example: A coffee brand added a subscription model with surprise monthly blends. Customers loved it. Churn dropped.
P – Plays Well in the Ecosystem
Who can amplify your reach?
- Partner stores?
- Marketplaces?
- Influencers?
- Aligned brands?
Example: A Filipino meal prep startup partnered with a gym. Orders doubled overnight.
You don’t have to build your own traffic. Borrow it.
Step 3: Shift Your Spending (and Thinking)
At the start, you spend 90% on product: ingredients, packaging, labels.
But once you have a good product, shift your resources.
- Spend more on sales, marketing, and systems.
- Build automations for order-taking, delivery, and follow-ups.
- Hire part-time help or use software to free up your time.
Chris calls this the 40/20/20 rule:
- 40% on sales and marketing
- 20% on product
- 20% on innovation or R&D
You’re not just a maker now. You’re a company builder.
Step 4: Build Systems, Not Just Sales
Sales can get you cash. Systems create freedom.
Ask:
- How can I take orders without messaging everyone one by one?
- Can I auto-send delivery updates or thank-you emails?
- What repeat tasks can I delegate or automate?
Example: A candle maker used to DM every customer. Now? Shopify site. Automated receipts. Courier pickups every Friday.
She went from 10 orders a week to 70—without burning out.
Final Shift: Think Like a Company from Day One
Don’t wait until you’re big to act big.
Design your product, pricing, and packaging to scale—even if you’re still packing boxes in your sala.
Chris Gardner’s biggest lesson?
“If you don’t architect for scale early, you build a trap.”
Start with one segment.
Make it SLIP.
Shift your resources.
Build your systems.
From there, growth gets lighter. Smarter.
And yes—profitable.
Want to dig deeper?
Watch Chris Gardner’s full talk here: How to Build a Product That Scales Into a Company
And if you’re building your own product-business in the Philippines, message me.
Let’s turn your hustle into something that lasts.
