In the Philippines, more than 12 million people suffer from Protein‑Energy Malnutrition (PEM), which increases the risk of developing life-threatening conditions such as diabetes and coeliac disease. Having seen PEM’s disastrous effects on Manila’s poorest neighborhood, Kimberley Ong decided to take action. Her company, AlgaVentures, helps combat PEM by offering food supplements made from spirulina, a vitamin- and protein‑packed algae.

Where did you grow up?

I grew up around Smokey Mountain, which is a huge pile of trash in the middle of Manila. There’s so much trash that it actually gives off smoke during the day, which is why it’s called Smokey Mountain. It’s also the center of the poorest neighborhood in the city.

How did you become interested in starting your own business?

My interest in entrepreneurship started at university, when I joined the Smokey Mountain Foundation in 2006. I was in charge of a special project: a clothing line designed to be a sustainable income source for all the women living in the area. We encouraged them to be entrepreneurs in their own right: to weave, sew and export the clothes they created to other countries. I could relate to them because I came from the same place.

What was your inspiration for creating AlgaVentures?

Every day coming home from school, I would see people living in cardboard boxes without roofs over their heads. A lot of them were suffering from malnutrition. I started AlgaVentures to address this tough situation.

You founded AlgaVentures a year ago with partners Katherine Cheng and Justin dela Cruz. What have you achieved since then?

We've come a long way. We've developed two breakthrough spirulina products. The first is Pandelina, which is pan de sal, or Spanish bread, enriched with spirulina. We launched Pandelina in June 2009 through a small-scale feeding program at Smokey Mountain. We received positive feedback from the children, who loved the taste of the bread.

The second is Algawell, a new decaffeinated coffee that replaces caffeine with spirulina as a healthier energy-booster. Algawell targets the premium export market.

We also recently secured a partnership with TrigoWorld, a food manufacturer in the Philippines, to start producing spirulina, the main ingredient for both Pandelina and Algawell. TrigoWorld will shoulder the initial production costs, like setting up the algae ponds. In exchange, we will provide them with finished products.

What do you want to accomplish?

The situation in the Philippines is critical. PEM affects more than 30% of children and 20% of adolescents, making them susceptible to fatal diseases. I know we can’t solve the problem completely, but we can do our part and raise awareness, which is extremely important.

Who is your female role model?

It would definitely have to be my mother. She grew up in a family of 14 with 11 siblings. Her parents were first-generation Chinese immigrants who came to the Philippines for a new life. They had a lingerie factory, and my mother had to sell underwear to her university classmates to pay for her education. From there, she ended up managing one of the biggest textile trading factories in the Philippines. She taught me to start small, but think big.

And how do you see yourself as a role model for other women?

I’ve come a long way, from growing up in the poorest neighborhood in Manila to working at a venture capital firm in Singapore. My story shows that it doesn’t matter where you come from. Challenging circumstances can give you the incentive and passion to rise up.

Based on your experience, what are your tips for aspiring entrepreneurs in challenging situations?

• Find talented people and get them to share your vision. Ideas can change overnight, but at the end of the day, it’s the people who drive a business.
• Identify a pressing need and figure out if there’s a market for it. Businesses need to generate revenue.
• Hone your deal-making skills. It’s essential to be able to secure and negotiate deals.
• Don’t be afraid to start small. Always think about the bigger picture.

Kimberley is coached by Paul Vega, Associate Principal McKinsey New York and Kola Owodunni, INSEAD MBA 09. The coaching’s focus is primarily on the positioning and marketing of Pandelina and Algawell targeted at two distinct markets.