“The reasons behind the popularity of social entrepreneurship are many. On the most basic level, there’s something inherently interesting and appealing about entrepreneurs and the stories of why and how they do what they do. People are attracted to social entrepreneurs like… Nobel Peace Prize laureate Muhammad Yunus for many of the same reasons that they find business entrepreneurs like Steve Jobs so compelling – these extraordinary people come up with brilliant ideas and against all the odds succeed at creating new products and services that dramatically improve people’s lives.”
– Social Entrepreneurship: The Case for Definition (Stanford Social Innovation Review)
Etu. EE. E-squared. Ernesto Elsisura. Entrepreneur Extraordinaire.
The last time I saw him, everybody knew him by his Christian name, Ernesto. 16 years later, he is now more referred to as Etu: Etu the person and ETU the brand. More specifically this 32-year old (young) businessman is the proud owner and Director of ETU Exams &Training Unlimited, a regionally-acclaimed review center for Nursing and English licensure exams (Cagayan de Oro City, Misamis Oriental).
A registered nurse (both in the Philippines and in the U.S.A.) and a licensed professor of Biology and Teacher of English to Speakers of Other Languages (TESOL), this fellow has spent more than 1/3 of his lifetime teaching.
Who would think that the boy who was once confused about how to find his place, will eventually become the man to help others establish themselves around the globe? All the while loving it, enjoying it AND getting paid for it. Ernesto does sound like he is living a dream come true because, how many of us have dreamt of finding that ideal job? How long have we spent planning and trying to come up with ways to land on that livelihood that fulfills us both materialistically and spiritually? But let’s be honest, one does not build a review center and becomes widely recognized in less than a decade without “working like a horse”. This guy has a lot on his plate: he literally works from dawn till way past dusk, 6 days a week… and on the 7th day? No, he does not rest. I’m not even sure when the last time he took a vacation was. For some people, passion knows neither pause nor break.
Believe it or not on Sundays (his only free day), he actually assists his students in their university or college entry in the UK, USA, NZ and Australia- free of charge! But he will always have time for coffee and chitchat with his favorite people. And to check the Philippine Stock Equity Index every now and then.
I really find it funny because I asked him to choose a random sentence that says something about him. I could’ve sworn it would be: “I’m a fan of purchasing life insurances that are linked to money market investments and I check good buys online on available local real estate.” Is there anything more random than that? Well, according to him more random is the fact that he is “one lucky individual!”
However as we all know, no amount of luck is enough to succeed. Everything comes with a price which for him was the difficult start of his enterprise, the uphill battle against himself and the society’s expectation*, plus an acute case of burn-out syndrome. Now this enterprise is currently changing not only his life, but the lives of his clients and their families as well.
Speaking of which, he is adamant in saying that his family is his number 1 inspiration- his strongest tool in turning a vision into reality. His ambitions are also fueled by his search for happiness and stability- his most effective shield against increasing competition. Though for someone who knows him personally, it’s safe to say that his hard-headedness is surely doing a lot more for his success and his business’ survival.
Not sure about how long he will be playing in the field, his vocation took over and says he will be around, “for as long as there is a demand for my service and that I am still happy and satisfied with what I am currently doing”.
One thing’s for sure, though- he doesn’t see himself very far from teaching or academics for that matter. In his own words he thinks he’d “… be a good teacher in a university here in the Philippines while enjoying a year break every two years, completing further studies and spending holiday breaks at the same time”. Ah, if only your high school teachers could hear you Ernesto…!
Dear reader, I am happy to present Ernesto Elsisura, Jr.; but before proceeding to the interview proper, allow me to thank him earnestly (no pun intended!) for taking the time to share with Colorfulifesite blog. I hope you learn as much as I did!
K: Exactly what do you do? How did you come up with your business idea?
E: I manage my own review center for Nursing and English licensure exams. I am a licensed nurse in the Philippines and in the USA, a registered biology teacher in the Philippines and a licensed TESOL (Teacher of English to Speakers of Other Languages). So to make use of all these, I thought, why not turn these investments into something that’s worthwhile?
K: Where did you get your capital?
E: To be honest, I am a product of people’s generosity. I started doing tutorials in Starbucks and wherever a table is available in a cafe wherever. It all started with a group of mature students who gave me a career break. They independently organized a group and availed for my tutorial service. I was able to gather few thousands. I was amazed!
Another client passed his IELTS (International English Language Testing System) and he offered me his office space for free. Not to mention there were already air conditioning units! It felt even more amazing! Currently, I am still operating in the same office, but I’m already renting.
K: What can you say about your brand? Pretty original one, by the way…
E: The reason behind the business name ETU Exams & Training Unlimited is because in the past, when my former students were asked as to where they were reviewing, they would just say “At ETU”. The others would never understand that ETU was actually my (nick) name so I decided to just use it as the final business name, instead.
K: How hard/easy is it to start a business in Cagayan de Oro City? (establishing logistics, permits, clientele, etc…)
E: Cagayan de Oro has the best nursing schools in the Philippines. That would mean that the competition among review centers here is really tough. It is not easy to make sure that the people helping you out in the business are honest and sincere and so, I decided that only family members could actually be in the operations.
To get permits isn’t really a problem in CDO, the local government constantly conducts one-stop agency where businesses could actually procure necessary papers. We are well informed and their advocacy of legitimizing businesses is really sound.
K: What was the toughest lesson you learned during that “starting” stage?
E: The core marketing strategy of the business I personally handle is ‘no marketing’ marketing style. I let former and currently enrolled student endorse me, should they be satisfied with our service. I think it works well that the business treats every client as an individual, and not just a part of the group.
K: What was your first success that made you decide to go on with the trade?
E: We produced an outstanding passing percentage and a national exam top-notcher. We also became Mindanao’s 2nd IELTS Agent as cited by IDP Australia.
(PAUSE FOR RESPECT)
K: What was your biggest failure/mistake that almost made you back out?
E: I was 22-23 when I started to work seriously. There came a point where I really experienced burnout. After graduation, I underwent non-stop examination, sat a series of training and seminars, vis-a-vis serious work. Whenever I devote (myself) on something, like work, I make it sure that I am prudently focused that I give my whole day and night, compromising holistic balance, which eventually resulted to complete burn out.
Simply put, it was my mistake not to balance my time for work and rest during the first few months of the business.
K: How is the competition?
E: Getting tougher every single year. What makes it exciting though is that age is an investment in the field of business and academe, so as the years passed by, the degree of competition rose but our number of years in the field also advanced.
K: Good point! Now, how do you establish prices?
E: Ideally, businesses should base it according to demand and competitor’s price but I chose to close my eyes from it.
I started as a personal tutor which usually comes with a higher price tag. I decided to keep the price range higher compared to other centers until present. I think it also depends on the clientele, on the general level. I personally think that customers nowadays are willing to pay a higher price for better quality and personalized service.
K: Yes, I agree. I think like that.
Tell me, Ernesto: after all that’s been said and done, do you consider yourself successful? Would you have done anything differently?
E: Success is covert, illusive even. I would like to believe I am!
Maybe, I should’ve started the business earlier. That way, I could’ve earned more years and learned more as a sole proprietor, in the field where I’m currently engaged.
K: Good, because you are successful! Well, of all these: what was unexpected?
E: Over and above, the many lives I have changed.
K: How many years have you been in the business? Do you wish to expand?
E: This is my 12th year as a professor, approximately 8-9 years as an entrepreneur.
For the business, to expand is no longer a wish. It can happen as a surprise, maybe. What I wish more is to “expand myself” and gain more experience outside entrepreneurship
K: Lastly, I would like to know what you think is the biggest challenge faced by:
-The young entrepreneurs?
E: By and large, it’s definitely the stigma on the young population’s ‘credibility’ which is usually associated with (lack of) experience. To my way of thinking, though I am not generalizing, the young people definitely have the knowledge and skills acquired from their college years- the paying clients, however, believe that their engagement with the inexperienced entrepreneurs can be a gamble as they haven’t proven anything yet. THIS IS THE GREATEST CHALLENGE I FACED WHEN I STARTED!
-The social entrepreneurship (SE) sector?
E: Regardless of the entrepreneurial creed, SE’s bottomline is advocacy and the social media has really been of gargantuan help. The downside, however, is that consumerism has gone too far and has negatively affected the starting entrepreneurs- delaying, if not repelling, them from becoming their ideal selves as businessmen
-Your students?
E: Majority of my students, whenever I ask what they aspire, would always say the same and it is this- to land on a stable job. I see this as a challenge on my part as their coach as I see this as a future crisis.
*The Philippine society still expects high school honor students to finish college, get a 9-5 job, climb the corporate ladder, and settle down and so on…
-the end-
He’s one of the best lecturer in cdo. Sir Etu, thank you for your time sir. Thank you for accepting us. 😭 😘
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It’s my pleasure to have you as a student Ms. Nikka! Thank you for the positive feedback. 😀
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True
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Look mom, I’m in KM’s blog! 😀😀😀
Hello KM! I would like to personally thank you for this opportunity of being featured in your blog. Your wit has been a personal inspiration ever since. Keep inspiring other people, especially moms, to be as productive and sharp as you are!
More power to you and your career endeavors!
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Wow! Congratulations Sir Etu.. 🎉😊
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Thank you Ms Sheena. Supportive people like you and the writer of this blog are reinforcements which push us to become better.
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Hello Ernesto’s mom! He really deserves to be featured in my humble, amateur blog. HE’S EARNED IT!
Hello E2, thank YOU for taking the time to share with Colorfulifesite. It’s no wonder you’re so successful- your students love you!
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Could I actually personally thank your commenting readers? Haha. I don’t have any social networking account and your blog can be a very good medium for all of us to chikka and inspire each other.
It’s like all this time I was facing a huge door (the world wide web) and you turned the knob open for me.
😀😀😀
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Wow! So amazing. Congratulations sir E2!
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Thank you Mr. Marlo! Thanks for making time to read the blog! 😀
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Inspiring! 😃😃
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You are the inspiration of the center, Mr Jose Antonio according to your mentor, Ernesto.
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Congratulations Sir Etu!!!👏👏🎉
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I was his student for like just a month but in that short span of time he really widened my perspective about the word “success” through his stories. After reading this, wow I couldn’t believe I’d be even more amazed. Congrats sir Etu! And thank you so much! 🙂
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Thanks Ms. Kristel! This is the story of my life and I owe it to God. It’s presentation, I owe to the blogger. I hope you guys could follow this blog!
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I feel blessed that I am one of those lucky students who have experienced or are experiencing his way of teaching!
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Thanks Ruksh! I feel the same for having you as my student! 😀 God speed!
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Thank you, Ms Valerie for making time to read the blog.
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Congrats Sir!!! Thank you for everything you have shared to us, may it be psychological topics or life lessons. Indeed, one of our inspirations in life. God bless you always 🙂
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Thank you Ms Yvette for being part of the class! I know it’s not easy to be part of my class. May you achieve all your selfless aspirations in life. God bless!
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Congrats sir ETU 🎉🎉👏
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Thank you Ms Ishiela! Yahoo!
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It was such a huge priviledge being his student. Aside from learning a lot, i never had a boring lecture session with Sir Etu. Thank you sir☺
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Thanks Bernice! I never get bored teaching all of you, that’s the main reason why. 😀
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He’s truly one of the best! Thank you for inspiring us sir Etu! God bless! 😊👏
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Thanks Ms Kezia! You’re the inspiration of the centre as well!
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Wow ! Congrats sir Etu ! 🎉 Your story is truly a life goal/life peg . Thank you for inspiring us !👍
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Thanks Ms Karla! Before you will even know it, you’re already creating your own wonderful story! 😀
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Such an inspiration Sir! You are one in a million! 🙂
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Thanks Ms JC! Now, you are one in a trillion! Optimism is the highest form of pessimism, someone said that, I remember well. Hopefully, that’s not true. Haha! 😀 Congratulations newly registered Psychometrician!
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Congratulations sir! The very optimistic, funny person. Thank you for the experience sir 😊 owe you a lot 👍
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Thanks Ms Beth! I think my reply for you and Ms JC mixed up! That’s how ecstatic I am reading all your comments that gives me good vibrations leading to severe liver spread (bukad atay). I’m very bloated now! 😀
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*that give.
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I’m a proud ETUnean 🙂 and yes for the short span of time of being his student, he widened my perspective about the word “success” through his wisdom and stories. Very passionate of his job. Thank you sir! And congratulations for this!
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Thanks Ms Kristel! Success is really relative, remember that! It’s very illusion, you just feel it! Find your passion and embrace it! When you do this, the stability that you’re aspiring for will just automatically follow. 😀
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*illusive
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The best reviewer of english language I have known. Instead of telling you, you can’t do it. He still manage to smile and say It’s okay no need to rush things. Whenever I get worried about my english grammar and so on. A tons of salute for you sir etu. See you soonest when I can Manage my review time and work. Thank you for understanding 😊😍👍🏽👍🏽👍🏽
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Thanks Ms Jean! You can do it!
Nothing is Impossible. Luke 1:37
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Congrats Sir Etu!.. Keep it up. So inspiring and you deserve it. 😉
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Thanks Ms Caren! You, too, deserve the best! I’ll see you around! 😀
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Proud ETUnean here! 🙂 🎊📖🎈
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Thanks Ms Kristil! Live every single day happy! I’ll see you around! 😀😀😀
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So inspiring. Congratulations sir Etu!! 😊👏
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Thanks Ms Annji! You are our inspiration at ETU Exams & Training Unlimited! God bless you!
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This is such a wonderful inspirational story👏 thank you sir etu for accepting us..your the best and ever dynamic teacher😃..for sir etu’s mom👩–I salute you for molding him as perfect👍👏😊
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Thanks Ms Gerlyn! Every mom is god’s best gift to humanity (the writer of this article is also a mum, btw)
Oh my gosh, I am so imperfect ma’am. 🙊My mom, to me, is! 🐵
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We are indeed lucky to have had the chance to know you Sir Etu. Truly an inspiration to all of us.
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Thanks Ms Bensig! You have the second highest achievement in the recent PHILIPPINE LICENSURE EXAM and yet you are so humble and childlike. I know you’re going to have a great life ahead! Congratulations in everything that you have and are yet to achieve!
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We are truly lucky to have had the chance to know you sir Etu.
Truly an inspiration to all of us.
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Thanks Ms Bensig! You have the second highest achievement in the recent PHILIPPINE LICENSURE EXAM and yet you are so humble and childlike. I know you’re going to have a great life ahead! Congratulations in everything that you have and are yet to achieve!
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Congrats Sir Etu!!! Thank you for everything you have shared to us, may it be psychological topics or life lessons. God bless you always.
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Thanks Ms Yvette! At the end of the day, majority of the theories and concepts I discuss and we tackle in class are thoughts that you guys will consciously forget, but the life lessons through the personal stories I tell and we share are like puzzle pieces which will eventually form a part of you- and with your own personal encounter with life- you become whole- and that whatever you do, there is no way that you can deny that a teacher in the past, has become part of you. That, I think, is the essence of being a teacher- to be a person not remembered through his lessons, but life lessons, specifically. 🙊
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Congrats Sir Etu!!! Thank you for everything you have shared to us, may it be psychological topics or life lessons. God bless you always!
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With all the hardwork, Sir Etu definitely deserves all the success. Thank you for being our coach Sir! Congratulations! 🎉
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Thanks Rigel! Nothing is Impossible. Luke 1:37 , as what I always say. Nothing beats hard work ma’am albeit working smart is good!
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Seriously one of the best and funniest lecturers I had. I always looked forward for review classes because every session is filled with new learnings and laughter. Thank you so much Sir Etu!
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Learning has always been fun at ETU Exams &Training Unlimited.
Thank you Sir Etu for not only teaching us theories, concepts, and test taking strategies but also for constantly reminding us of the things that matter in life: Happiness, love, and family.
You deserve it. You are an inspiration.
Congratulations Sir Etu!
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Hello Ms Gwen! I appreciate comments like yours. Learning should be a pleasant experience!
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Truly, he’s one of a kind teacher and a coach as well! He is being his 100% self even to his students. And what I like about Sir Etu the most is that he always wants us to see the positive side of all things including the board examination and making us believe that life has something more to offer than gaining high grades in school! Last, he holds firm to the Bible Verse Luke 1:37 and he always reminds us of this, “Nothing is impossible”. I am very thankful that I was once his student. His story is a story that is worth to be told. Congrats Sir Etu! 🙂
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Thanks Ms Ela! You’re so blessed to pass the recently concluded PSYCHOMETRICIAN LICENSURE TEST! Thanks for blessing me too by referring us to your friends and organizing an entire section for me to handle! I haven’t thanked you personally that’s why I’m taking this opportunity to show you how grateful I am. God speed!
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you always give your best shot sir every time we have lecture
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congratulations sir etu! I’ve read the blog. very inspiring sir 🙂
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Thanks Ms Rhea! God bless you!
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My bragging right: I was one of his students. 😊
He gives you that “no one is stupid, just under stimulated” vibe. That to me, is the best thing a teacher can ever give to a student.
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Proud ETUnean here! 🙌🙌
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Thanks Ms Butil! 😀😀😀
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Now here is a teacher who encourages students to think for themselves. A teacher who reminds his students that no one is stupid, just under stimulated.
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Thanks Ms Jedi! I am so pleased to know that you’ve learned something in my class. I am so proud of you and what you shall become.
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Where are the pictures of this article? 😅😅😅
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Hello Etu! Sorry for the late reply.
This incident seems to be quite frequent for all my past blogposts. I think it has something to do with the fact that I got the pictures online; because on other posts where I used photos that were sent to me (which I saved on my hard drive and uploaded to wordpress), the images are still visible up to this day. Would you like to send me your own pictures through email so this wouldn’t happen?
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Haha. That’s fine. I can send you new pics. I will endorse your blog again to all my students. 😀
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Fantastic! I’ll wait for the pictures, then. Let’s keep in touch!
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Hello KM! I introduced this article, hence your site to my students. Expect an influx of readers! Keep in touch! Have a prosperous 2020!
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