Business model is a concept that has attracted attention of late. A business model is composed of an offering model (target market, value proposition, channel, customer bonding strategy and revenue model) and an operating model (value chain, resources and processes, complementors, configuration and cost).

Today it is no longer adequate for a functional manager to be a specialist. He/she must understand the bigger picture: both the offering and the operating model of the business model concept. The offering model is where revenues can be sourced while the operating model is where activities and infrastructures will result in cost. An organization simply needs to view these framework via these two lenses when they want to increase profit and growth for their firm.

In 2004, former Johnson & Johnson ASEAN president Ding Salvador and myself launched the Markprof Foundation Inc. We wanted to do our share in training future marketing leaders of the Philippines. We wanted to introduce our own methodologies and systems borne out of our personal experiences and form an exclusive networking club in marketing with like-minded individuals. We also wanted to give equal chance to outstanding student leaders whose parents did not have the means to enroll them in expensive upscale schools, with Markprof acting as a resume equalizer.

The result is the annual search and the seven-weekend training bootcamp for the Top 25 Marketing Management Trainees of the Philippines. We celebrated its tenth anniversary last December 7, 2013, when the latest batch graduated at the new Globe Towers at BGC. To date, Markprof has graduated some 250 alumni now spread in different companies like Unilever, Nestle, Globe, Del Monte, Glaxo, Nielsen, McCann, Nielsen, Splash, P&G, J&J, Boston Consulting Group and many more – not just in the Philippines but in many companies in Asia. Indeed, the network has grown and continues to grow.

Initially funded with a joint P1 million donation from Ding Salvador and my company, Mansmith and Fielders Inc., and supported with major corporate donors, the revenue and operating models have since been innovated on as some of our young alumni took over the board some years ago. Today, the main revenue source of Markprof, the first and only alumni-run volunteer training organization in marketing, is from the Markprof Godparents Program where busy marketing executives who can not actively be involved donate P8,000 each to help fund the annual program. Thanks to the magic of social media like Facebook, it makes fundraising a lot easier, clear results are shared faster for better appreciation of sponsors and benefactors, on the benefits of supporting the training of the country’s next batch of marketing leaders.

The operating cost of Markprof, on the other hand, has been revised with the enthusiastic inclusion of corporate knowledge partners who host one of seven Saturday training sessions of Markprof. This move also helps these knowledge partners increase their company awareness as an ideal employer among the 25 outstanding graduating students who are screened by over 100 marketing practitioners from some 700 applicants yearly – a win-win approach for both parties.

With the latest events in Philippine politics, particularly the pork barrel scam as well as the typhoon disasters that have made companies apportion their donations budget to relief and rehabilitation efforts, NGOs and other non-profit organization will clearly be more challenged in their fundraising efforts.

Foster ( 2009) noted how “nonprofit leaders are much more sophisticated about creating programs than they are about funding their organizations…. The nonprofit world rarely engages in equally clear and succinct conversations about an organization’s long- term funding strategy. That is because the different types of funding that fuel nonprofits have never been clearly defined.” Foster’s research revealed that the biggest (or more successful) non profit groups in the US have developed the capability to target a specific source of funding that is considered a “good match” between the organization and the partner company.

Clearly, like-minded individuals in the marketing industry have seen and appreciated the benefits of training future leaders and this has sustained Markprof for a decade, hopefully with enough momentum to spare, for yet another ten (or more) years.

Josiah Go is the Chairman of Mansmith and Fielders Inc. ( He is the first and only Filipino to have been awarded one of Ten Outstanding Young Men (TOYM) of the World in business education. He will be sharing the 10 building blocks to Business Model Innovation on Jan. 28-29, 2014. Join over 10,000 marketers worldwide and follow his daily marketing, execution or innovation tips at twitter via @josiahgo. For more information and feedback, please email or call/text 0918-81-168-88.