Sometimes, success starts with something as simple as a craving. For Etel and Alejohn, it wasn’t just about santol—it was about recognizing the overlooked, asking “what if,” and turning potential into reality.
The journey of their sinantol business is more than a story about food; it’s a masterclass in seizing opportunities, taking risks, and embracing teamwork.
The First Step Is Always Small
Etel almost discarded santol peels one day. But instead of trashing them, she paused. Could this be something more? That moment of curiosity—paired with a willingness to learn—ignited a journey she didn’t see coming.
She didn’t have a recipe for sinantol. But she had a phone, family who knew how to cook it, and the courage to try. With three kilos of santol peel, a little guidance from loved ones, and her determination, Etel created her first batch.
“I let my cousins and coworkers taste it, and they loved it. That’s when I thought—maybe I could sell this.”
A joke about turning her experiment into a product became her first entrepreneurial leap. Proof that ideas grow when nurtured.
The Secret Ingredient: Teamwork
Let’s face it—starting something new is scary. Taking risks feels like stepping into the unknown.
But for Etel and Alejohn, collaboration turned fear into action. Alejohn, a freelance programmer, supported Etel’s vision, bringing marketing and online sales expertise to the table.
The result? A seamless blend of creativity and execution.
Their secret sauce wasn’t just coconut milk and spices. It was teamwork, trust, and an unshakable belief in their shared goal.
From Cravings to Consistency
Great businesses aren’t built overnight. They’re crafted with consistency.
Etel and Alejohn’s sinantol business grew slowly. Their first Saturday cook-and-deliver routine evolved into a 7-day operation, producing 500 to 600 tubs per week.
Here’s what they did right:
- Sourced smartly: Prepped and stocked their santol from trusted suppliers in Laguna.
- Standardized quality: Perfected their recipe for flavor and shelf life.
- Streamlined operations: Shifted to online supply orders to save time.
Consistency isn’t just about processes—it’s about showing up for your vision every single day.
Lessons from the Table
In business, it’s not just the idea—it’s how you execute it. Etel and Alejohn teach us valuable lessons about entrepreneurship:
- Start with what you have: You don’t need a million pesos to start; you just need a small step. Their business began with ?300 and a passion to create something meaningful.
- Solve real problems: Their sinantol isn’t just delicious; it’s convenient, shelf-stable, and accessible to busy people.
- Collaborate to elevate: Whether it’s a partner, a family member, or a mentor, the right support system turns challenges into opportunities.
Risk Is a Requirement
Etel and Alejohn faced risks, but they embraced them with purpose.
“Leaving money in the bank won’t make it grow. Putting it into something I believe in? That’s where the magic happens.”
They understood that risks are not guarantees of failure. Instead, they’re invitations to learn, innovate, and adapt.
Why Passion and Purpose Matter
Etel and Alejohn’s story is more than numbers. Sure, their sinantol business earns Php90,000–Php100,000 monthly, but the real win? They’re building something bigger than themselves.
- A business that supports their dreams of owning a home
- A product that brings joy to their customers
- A process that empowers them to find balance between work and family
Their passion transformed an ordinary craving into a vehicle for impact and growth.
Take the Leap
Maybe it’s santol. Maybe it’s not. The specifics don’t matter. What matters is starting.
There’s a world of untapped potential waiting for those who dare to ask:
- What can I create with what I already have?
- Who can I partner with to make this happen?
- What’s stopping me from trying today?
Etel and Alejohn didn’t know all the answers when they began. But they knew they had something special, and that was enough.
What’s Next for You?
Whether you’re launching a side hustle, pivoting in your career, or looking for inspiration, remember: success starts with curiosity and grows with consistent action.
As Etel and Alejohn have shown, the secret isn’t in the santol. It’s in the mindset.
Start small. Dream big. And never underestimate the power of what you can create with passion, purpose, and persistence.
What’s your version of sinantol? The world is waiting to taste it.
Watch the full story on YouTube channel.
