Before Miguelito’s Ice Cream became known for its affordable soft-serve treats, its founders Michelle and Marlon Aman were simply trying different business ideas in search of something that would work.
Their entrepreneurial journey did not begin with a single clear plan. Instead, it evolved through a series of experiments—something that is common among many first-generation entrepreneurs who start with limited capital but strong determination.
“Marami kaming mga business concept,” Michelle Aman recalls. “Kasi nasa family rin namin ang business line namin.”
Over time, the couple tried several ventures. They opened a barber shop, ran a retail store, and explored businesses that were popular at the time.
“Noong una, nagkaron kami ng barber shop tapos nagkaron din kami ng retail business,” she says. “Ang uso noon mga DVD, yung mga rentals ba, then LPG din.”
For small entrepreneurs, this kind of trial-and-error process often becomes an informal form of market research. Without access to large amounts of capital or formal business studies, many founders learn by testing different ideas until they discover one that resonates with customers.
Even the capital for their early ventures came from an unexpected source: the money dance during their wedding celebration.
“Yung pera na ginamit namin sa capital ay yung money dance nung sumayaw kami nung kasalan,” Aman says. “Mga ₱50,000 yun.”
With that modest amount, they began selling simple food products through small carts.
“And then nagkaroon ng mga food carts like yung mga hotdogs, burgers, mga tusok-tusok.”
The location of their store also played an important role in the early stages of their business.
“Kasi yung tindahan namin noon sa may Paco, Manila,” Aman explains. “Yung una naming residence ni Marlon, yon sa taas nun bahay namin, tapos sa baba ginagawa namin yung business.”
Using a home as both residence and commercial space is a strategy often used by small entrepreneurs to reduce costs during the startup phase. By eliminating rental expenses, founders can focus their limited capital on inventory and equipment.
Their location turned out to be another advantage.
“Maganda yung area namin sa main street kasi yung area namin pasukan-labasan ng tao, saka ng sasakyan.”
High visibility and steady foot traffic allowed their small store to attract customers even without advertising. For neighborhood businesses, location often becomes the most important marketing tool.
A turning point came one day when the couple visited SM Megamall.
“And then one day nagpunta kami ni Marlon sa isang mall, sa Megamall,” Aman recalls.
Inside the mall, they encountered an exhibition featuring various food machines and equipment.
“May nakita kami doon na parang exhibition ng mga food equipment.”
Among the machines on display was an ice cream maker that immediately caught their attention.
“Nakita namin yung ice cream maker.”
Compared with the food carts they were running at the time, the ice cream machine seemed much easier to operate.
“Yung nakita namin parang very easy gawin kasi isipin mo yung burger magluluto ka pa sa griddle. Marami ka pang ilalagay, nakakapagod.”
The process of making ice cream appeared far simpler.
“Eh ito buy and sell lang eh. Itong ice cream na ‘to kailangan mo lang tubig ibubuhos mo. Yung machine na iyon siya na gagawa ng ice cream. Five minutes may ice cream na.”
In small food businesses, operational simplicity can become a major competitive advantage. Products that require fewer steps to prepare allow entrepreneurs to serve more customers while reducing labor and complexity.
Curious about the opportunity, the couple asked the sales agent about the machine.
“Nag-inquire kami doon sa agent nun.”
The price, however, was far higher than what they expected.
“So nung kausap namin mahal pala nung machine, parang nasa ₱250,000.”
At the time, they did not have enough capital to pay for it.
“Wala naman kaming masyadong cash. Nagsisimula pa lang kami noon.”
Despite the cost, they were convinced the product had potential.
“Gustong-gusto namin yung ice cream maker kasi wala pang ganon sa lugar namin,” Aman says. “Jollibee at McDonald’s lang ang may ganyan before.”
This observation became a key factor in their decision. Rather than competing directly with other small vendors selling burgers or street food, the couple realized they could introduce something new to their neighborhood market.
They began negotiating with the supplier to find a way to afford the machine.
“So kinausap namin na pwede ba staggered card yung payment.”
Eventually they managed to put together a ₱100,000 down payment.
“Yung down payment namin doon was ₱100,000.”
The supplier agreed to allow the remaining balance to be paid through postdated checks.
“Pumayag naman at nag issue na lang kami ng PDC checks.”
For many small entrepreneurs, access to flexible financing—whether through suppliers, credit arrangements, or installment payments—can make it possible to invest in equipment that would otherwise be unattainable.
Once the machine arrived, they immediately began selling ice cream at their store.
“So nung nag-start po kami hindi namin sukat akalain na naging blockbuster.”
The response from customers was immediate.
“Naging drive thru ice cream kami doon sa lugar namin,” Aman says.
Motorcycles, tricycles, and jeepneys began stopping to buy ice cream.
“Kasi yung motor titigil bibili ng ice cream. Sidecars, yung mga jeep titigil bibili.”
Another important factor behind the product’s popularity was its price.
“Kasi ₱5 lang ang ice cream namin noon.”
Affordable pricing combined with a high-traffic location created a powerful combination. Customers could quickly buy a cold dessert without leaving their vehicles, turning the small shop into an informal roadside stop.
That success transformed the direction of their business.
“Doon nag-start na naging famous kami sa ice cream,” Aman recalls.
Their supplier soon began noticing something unusual about their orders.
“Nagtataka sa amin yung kinukuhanan namin ng premixed powder.”
The reason was simple: sales were growing rapidly.
“Parang ang lakas naman lagi umorder.”
The store was selling far more ice cream than most customers.
“Kasi talagang every day parang nakakaubos kami ng 20 kilos a day sa ice cream.”
What began as a chance encounter with a food machine at a mall exhibition eventually evolved into Miguelito’s Ice Cream, a business that started from a ₱50,000 wedding gift and a willingness to take a risk on a single idea.
For the Aman’s, the experience illustrates a lesson shared by many successful entrepreneurs: opportunities rarely arrive fully formed. Often they appear as small discoveries—an unfamiliar machine, a new product, or a simple observation—that grow into larger ventures when founders recognize their potential and act on it.
