25/06/2025
CTTO: Anna Isabelle Magalona- President
Few weeks ago, someone I met with said something that stopped me in my tracks.
“Wait… you started But First, Coffee with just ₱6,000 capital?”
In that moment, everything sank in.
The years of hard work, sacrifice, pressure, late nights, and even the tears—
I nearly cried.
Because yes, it’s true.
We started with just six thousand pesos.
And somehow, we built one of the fastest growing coffee brands in the Philippines.
Some people still think that story isn’t real.
They say it sounds impossible.
And I understand why—if you only see where we are now, it’s hard to imagine where we came from.
But something that sounds impossible… isn’t impossible at all.
Here are a few lessons I’ve learned along the way:
🔹 You don’t have to start big.
Starting somewhere is already a win. What matters is showing up and taking that first step.
🔹 Delay gratification.
When the money starts coming in, it’s tempting to splurge.
But if you reinvest in the business, the growth will compound.
🔹 Build with others.
Franchising became our path to scale. But our franchise partners? They became family.
We didn’t just grow fast—we grew together.
Today, we’re in 200+ locations and still growing.
And while I’m proud of what we’ve achieved, I’m even prouder of the journey it took to get here.
To anyone who feels like their dream is too small or too impossible—
Start anyway.
You don’t need millions.
You need courage, consistency, and a clear “why.”
One day, you’ll look back and say:
“Wow. We really built this.”
But First, Coffee
