Founder Spotlight: Ginger Arboleda and EJ Arboleda of Taxumo
Ginger Arboleda, EJ Arboleda
Founder Spotlight: Ginger Arboleda and EJ
Arboleda of Taxumo
How
we save time, money, and by automating the manual
EJ and Ginger Arbodela are a
married couple that decided to create Taxumo— an end-to-end DIY tax assistance
system for small sized businesses and professionals that simplifies tax
computation, submission and payment, and makes current tax costs known to the
user anytime, anywhere, thus, eliminating tax bill shock!
The idea
came to EJ when he’d see his wife fretting every tax season, when he’d witness
her and their accountant work over the incredibly mundane process of taxing: ‘’ It’s
really a pain; a lot of paperwork and a lot of attachments to do. You submit it
online and still have to go to the bank; the process is just so long’’, Ginger expressed. So why not just automate
everything?
And so they did. Taxumo aims to
serve both licensed and non-licensed professionals (freelancers, doctors,
engineers, etc.) and owners of small businesses. Through the system, everything
will surely be submitted to the Bureau of Internal Revenues (BIR) along with
the necessary payment to the banks. It was not surprising that Ginger got into
this type of business, government tech, with a background of working for a bank
for 7 years handling cash management products—financial systems offered to
large corporate clients in exchange for the average daily balance requirement.
Taxumo is now working with that particular bank employer who was open to
tapping this new market after Ginger came to them to ask the bank to form a
partnership with her team.
Taxumo also provides transparency, in the sense that you can see everything that happens regarding the taxing process, as opposed to a situation where you are just going to have to have to rely on an accountant to do everything by telling you to pay this and that, and pay them for their services without really understanding how things in the process really work rendering you prone to unknowingly being taken advantage of. Even with great accountants, the system provides the flexibility of knowing your tax costs at any given time, thus, eliminating “tax bill shock”!
EJ and Ginger only count as two
of the five-membered team that is the foundation of Taxumo. With them, there is
also Mark Ong, a Certified Public Accountant whom Ginger met when he came back
to the Philippines after working for PricewaterhouseCoopers (PwC) Bermuda.
Atty. Kevin Baldonado, a tax lawyer, is also part of the team and has done some
consultancy work for a hospital and some businesses in the Philippines. The
fifth member is Evan Tan, the former Regional Communications Director of freelancer.com for Southeast Asia. All five of them had a
session dedicated to deciding on the brand name that is Taxumo: Firstly, the
brand needed to contain the word ‘’tax’’ to avoid the confusion of people
thinking that they had an accounting system, as they only handle the tax
component; secondly, they thought of the emotions that they wanted people to
feel upon hearing the word—it needed to sound fun, to take away the heaviness
of the nature of tax; lastly, the brand name needed to have a sense of
formality into it—so the team came up with a list of names, struck out the ones
already taken in terms of domain, asked a multitude of friends and
acquaintances of what they liked the most, and the end result was the name
Taxumo.
The balance of a couple: One is grounded for the goal, the other excited for the process
Ginger is an entrepreneur by
nature. At the ripe age of six, she remembers telling her nanny to go to the
market to buy her headband frames and she’d decorate them before selling the
headbands to her classmates. As a high school student, she recalls going into
business with her sister by selling self-decorated stickers at the gym they’d
go to, their customers being the mothers who would use these stickers for their
children to use. In 2008, Ginger started to run a professional blog meant to feature
different businesses and events and Manila. After college, her first legal
business would center on social entrepreneurship—she and her friend sought to
become talent agents of graduating fashion designers. The business only lasted
for a year, however, ‘’ because we didn’t really think about the quality
of the work in depth. It was a good learning experience. Starting a business
truly wasn’t easy’’, Ginger told.
Whereas Ginger is more
enthusiastic by the process of running a business, EJ, on the other hand,
believes in the end goal of it all. The purpose of it really isn’t just about
the money, but the feeling of making a good difference, the reward of having
your legacy become bigger than you. When he looked to Ginger’s predicament and
how it had the potential to help the Philippines, he felt that it was a
difference that he could make, something that he had been preparing his 12
years of experience in taxing for, to apply everything that he had learned so
far in order to make sure that he was leaving a mark on society.
There are a lot of advantages to
starting a business as a couple, one of them being the sense of commitment—in
the business, either they are all in or all out. This is how Ginger and EJ are
forcing themselves, in a way, since they don’t have a fall-back. ‘’ People
should go into business with people they trust, and who could you trust more
than your spouse?’’, Ginger said. They are totally open to critiquing each other’s ideas
if necessary, which improves the quality of their work. Also, they perfectly
understand why the other spends so much time on his or her work, and
misunderstandings are less likely to occur.
As a couple, EJ and Ginger
balance each other out—EJ is more grounded, relaxed, and logical, whereas
Ginger is more extroverted, expressive, and passionate. Ginger is the one who
comes up with the ideas while EJ would be the one to look over these ideas and
examine them for their practical value.
Taxumo and
its potential to develop government practices
The long-term plan for Taxumo
would be to have it extend to and gain traction in different countries—for
example, looking through the World Bank, Vietnam spends 770 hours per year just
on the manual side of taxing. The vision would be to have the Philippines
become a foundation for Taxumo, and once foreign organizations see its impact,
they might plan to invite EJ and Ginger’s team to do their work. It is
especially the case in Southeast Asia, as a lot of government agencies are
looking for automation.
EJ believes that Taxumo will
help the relationship of the people with the government—the current one has an
adversarial, ‘’Hey do this for me’’, nature to it—it feels like you are being
ordered around. Taxumo can help smoothen things out by promoting a partnership
of eye-to-eye duty. Nowadays, a lot more people are active when it comes to
wanting changes within the government. People want to have a bigger say, to
share their opinion. EJ wants the Philippines to have its economy based on its
knowledge instead of its labor, for Filipinos to create their own material and
not just be the support for other countries. ‘’There are a lot of people who
are naturally creative; and they just don’t have the opportunity to export that
creativity’’, EJ expressed. To the world, the Philippines shouldn’t just be
known for their labor, but also for the ingenuity of their exporting products.
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