The Inbox

12 business success tips from Nanay Coring

Socorro Ramos

By Patrick King Pascual,VERA Files

The success story of Socorro Cancio Ramos includes incidents of failure.

Ramos is known more as Nanay Coring, founder and general manager of National Book Store,the leading retailer of school supplies, academic and various kinds of books and everything in between.

"I think it's everybody's purpose to achieve more," said the NBS matriarch.

At a very young age, Nanay Coring displayed a remarkable interest in the world of retail. At five years old, she was selling bananas, vinegar and wooden shoes to help her grandmother and mother in a wet-market stall in Sta. Cruz, Laguna.

But it wasn't long until the family business failed. They decided to move to Manila, where she and her siblings worked while they were trying to finish school. To sustain her daily expenses in school and to contribute to the family's meagre income, Nanay Coring worked in a candy factory, a cigarette factory, a garment factory and then as a waitress in a small restaurant.

After she finished high school in the 1940s, she began working as a salesgirl in a bookstore in Escolta, owned by her brother. After she showed exceptional selling and management skills, she was assigned to be in charge of the store.

"You must be interested in what you are doing. You must love what you do so you will continue doing it, in spite of a lot of hardship," Nanay Coring said.

It was only after Nanay Coring married Jose Ramos, when the dream of finally establishing their own bookstore materialized. Thus began the National Book Store.

"Noong una nagtindera muna ako, hindi ako marunong sa bookstore. Nagtrabaho ako sa kapatid ko na (may) bookstore. Natuto ako about the book business. Noong nag-asawa ako nagbukas ako ng National Book Store," Nanay Coring recalled.

The business faced a lot of challenges during its early years; it was built and rebuilt three times from scratch. Most notable was during the Japanese occupation, when they were forced to stop selling majority of the books because of censorship.

Today, 70 years after the first National Book Store branch (in Escolta) was opened, the company has branches in over 125 locations in the country, plus its first overseas branch in Hong Kong.

As part of National Book Store's continuous growth, it expanded its variety of offerings to include: a convenience-type of store named NBS, another book store named Powerbooks, publishing companies named Cacho-Hermanos printing press, Anvil Books and Capitol-Atlas Publishing, and a department store.

The achievements of Nanay Coring as an entrepreneur have been recognized by institutions like SGV & Company, which named her Entrepreneur of the Year in 2005; and Ateneo for her contribution to building literacy among Filipinos and her commitment to making education more affordable.

To inspire more entrepreneurs to continue following their dreams, Nanay Coring gave the following 12 tips on how to be successful in business and in life:

  1. Know what you want to do and believe in yourself. If you want to be a salesman, make sure you are the best salesman you could possibly be.
  2. Find out what your customers want. Ask them. Ask around. Sell them what they want.
  3. Make sure every customer feels important. Be humble and always be willing to serve them.
  4. Buy something from one centavo. Sell it for more, but always less than the people who are selling the same thing.
  5. Be frugal. Live simply.
  6. Always be on time. Never be late.
  7. Don't be afraid of anyone. Speak out when you have to. All people are the same.
  8. Work hard, very hard. There is no express elevator to success — you have to climb the stairs.
  9. If you have the love and passion for what you do, hard work will not be a sacrifice, but a joy!
  10. There will always be hard times. There will always be failures. If you fall down, get back up. Never give up.
  11. Invest in your mind. Read more. Know more. Earn more.
  12. Buy lots of books.

For Nanay Coring, the key to being a successful entrepreneur is to improve and develop the work that you're most good at.

"I wish I could be a good example to them (entrepreneurs). Money does not come easy. You have to work hard for it, and also, you have to love your work, that's important. And you have to go to school to study, because you have to learn more. If you want to earn more, you have to know more, and you have to read more," Nanay Coring stressed.

(VERA Files is put out by veteran journalists taking a deeper look at current issues. Vera is Latin for "true.")



Editor’s note:Yahoo Philippines encourages responsible comments that add dimension to the discussion. No bashing or hate speech, please. You can express your opinion without slamming others or making derogatory remarks.

  • First China air force drills in 'far offshore' Pacific
    First China air force drills in 'far offshore' Pacific

    China's air force has carried out its first ever military drill over the western Pacific Ocean, state media said, highlighting Beijing's growing military reach. Several aircraft from China's People's Liberation Army (PLA) on Monday flew over the ocean via the Bashi Channel, which runs between Taiwan and the Philippines, the official Xinhua news agency said. "This is the first time that the PLA Air Force conducted such drills in an airspace far offshore from Chinese coastlines," Xinhua cited …

  • Shorter hours for rail lines tomorrow
    Shorter hours for rail lines tomorrow

    The Metro Rail Transit (MRT), Light Rail Transit (LRT) and the Philippine National Railways (PNR) will have shorter hours tomorrow for the replacement of defective railroad tracks during the Holy Week. …

  • Noy increases allowances for cops, soldiers
    Noy increases allowances for cops, soldiers

    President Aquino has signed a joint congressional resolution raising the daily subsistence allowance for both members of the Armed Forces of the Philippines (AFP) and the Philippine National Police (PNP). Presidential spokesman Edwin Lacierda said Aquino signed last March 27 the merged Joint Resolution 2 of the Senate and Joint Resolution 26 of the House of Representatives. Speaking to reporters, Lacierda yesterday said the daily allowances of police officers and soldiers were raised from P90 …

  • Oil firms raise gas prices today
    Oil firms raise gas prices today

    This year’s Holy Week break will be accompanied by an increase in local pump prices after oil companies announced yesterday a P1.10 per liter hike for gasoline and P0.60 per liter for diesel effective today. “Phoenix Petroleum Philippines will increase the prices of gasoline by P1.10 per liter and diesel by P0.60 per liter effective 6 a.m. of March 31, 2015 to reflect the movements in the prices of refined petroleum products in the international market,” said Phoenix Petroleum, an independent …

  • DFA denies dropping Phl claim to Sabah
    DFA denies dropping Phl claim to Sabah

    The Philippines has never offered to drop its Sabah claim in exchange for Malaysia’s support for Manila’s arbitration case against China over the West Philippine Sea issue, the Department of Foreign Affairs (DFA) said yesterday. “In the context of our friendly bilateral relations, our two countries have been for years exchanging ways on how to address the issue of the extended continental shelf (ECS) in the South China Sea,” Foreign Affairs spokesman Charles Jose said in explaining the DFA’s …

  • Pagcor remits record high P5 B to national treasury
    Pagcor remits record high P5 B to national treasury

    The Philippine Amusement and Gaming Corp. (Pagcor) has remitted P5 billion in cash dividends to the National Treasury, fully settling all its arrears incurred in the last several years. Pagcor chairman and chief executive officer Cristino Naguiat Jr. said with this year’s remittance, the state-owned gaming firm has fully settled all remaining arrears in cash dividends that were incurred by the previous administration since 2005. Pagcor’s cash dividends to the National Treasury under its …

  • Maysak moves closer to Phl
    Maysak moves closer to Phl

    The typhoon with international name Maysak slightly accelerated as it moved closer to the Philippines yesterday, threatening to dump rains over eastern Luzon this weekend, the state weather bureau said. Rene Paciente, senior weather forecaster of the Philippine Atmospheric, Geophysical and Astronomical Services Administration (PAGASA), said Maysak was spotted at 2,175 kilometers east of Mindanao as of 1 p.m. yesterday. Paciente said based on their latest forecast, Maysak is likely to affect …

  • Phl gets P2-B climate projects from Germany
    Phl gets P2-B climate projects from Germany

    The Philippines is getting 41 million euros or around P2 billion from the International Climate Initiative (ICI) of Germany that will fund 10 bilateral projects to address the impact of climate change. Climate Change Commission (CCC) vice chairman Lucille Sering yesterday met with Norbert Gorissen – head of the International Climate Finance of the German Federal Ministry for the Environment, Nature Conservation, Building and Nuclear Safety – to discuss the projects, some of which will be …


Should Aquino be held accountable over the Mamasapano operations?

Poll Choice Options