CEO Insights Magazine

The role of a leader in a business is multifaceted and critical in steering the company toward its goals and objectives. An industry leader, Joel B Delloro, currently serving as the President of Copieronline Philippines, embarked on his professional journey from humble beginnings. Starting with a vocational course in Electronics, he navigated through various odd jobs, from car washing to DVD rental, shoe repair, watch repair, and cell phone repair. Joel possessed an innate knack for tinkering and fixing things, coupled with unwavering patience to see tasks through to completion, a trait that set him apart. Driven by a deep desire to provide for his family and fuelled by ambitious aspirations, Joel transitioned into the copier industry initially as an operator and later as a copier technician. Alongside his wife, Miah, they ventured into entrepreneurship by establishing their copy center, initially focusing on providing photocopying services.

Their business journey took a significant turn when clients expressed interest in purchasing copier machines. Recognizing this opportunity, Joel and Miah pivoted their business model towards buying and selling copier machines, founding Copieronline Philippines, Joel's technical expertise and operational prowess complemented his wife's acumen in sales and marketing, creating a strong foundation for their enterprise. Today, their company's growth and success are attributed to Joel's unwavering faith, perseverance, and relentless dedication to providing quality service in the copier industry. Through their joint efforts, Copieronline Philippines flourished into a thriving business under Joel B Delloro's leadership. Let’s hear from him.

How would you characterize Copieronline Philippines as an entity and its present standing within the market?

Copieronline Philippines. strives to emerge as the foremost and largest provider of ‘remanufactured’ copiers in the Philippines, placing paramount importance on customer satisfaction, service excellence, and pioneering product advancements.

Commencing as a modest venture catering to limited areas within Metro Manila, our company has since expanded its footprint, encompassing various regions nationwide, including Baguio, Bicol, Cebu, Iloilo, and Davao. At our core, we are dedicated to upholding a commitment to professionalism, integrity, and unwavering dedication in delivering all our offerings and services to our esteemed clientele. Our primary goal is to assist individuals, businesses, offices, and organizations in meeting their production and printing requisites by providing cost-effective and inventive office equipment, thereby democratizing the accessibility of distribution capabilities.

Tell us about your leadership approach. What are the guidelines or methodologies you follow as a leader?

My leadership approach is deeply influenced by the teachings of 'Rich Dad Poor Dad' by Robert Kiyosaki. One crucial lesson I learned is the significance of self-investment for financial success. This inspired me to leverage my skills and start my own business instead of working for others. However, I realized that as a family man and leader, it's equally important to invest in others.

At Copieronline Philippines, we prioritize our employees' welfare, considering them as valued assets and part of our family. By leading through example and supporting our team's growth, I believe their success contributes to our collective achievements.

I strongly value my team's opinions and actively involve them in decision-making processes. I offer them leadership opportunities, delegate crucial tasks, and prioritize empathy, fairness, and ethicality in every business decision. Aligning these decisions with our business's vision and mission is crucial as I understand their direct impact on the people I lead.

For me, our company's purpose extends beyond profit. I envision Copieronline as a platform to create opportunities for Filipinos, aiming for a positive societal impact that aligns with global objectives.

Another vital lesson from the book is learning from failure. Embracing mistakes as learning experiences is crucial for personal and business development. Throughout my entrepreneurial journey, I've encountered failures and financial setbacks. However, I've embraced these situations, learning and adapting to move forward. My aspiration is to inspire my team to adopt the same resilient mindset.

What are the future aspirations guiding your journey?

Our aim extends beyond being solely recognized for copier machines. In the Philippine market, our vision is to become the comprehensive solution for all office requirements. We aspire to be the ultimate destination offering a wide array of office equipment, consumables, and supplies under one roof.

Currently, we maintain partnerships with suppliers spanning various countries such as Singapore, Korea, China, India, the United States, Europe, and more. We engage in direct importation of copier machines, toner, and spare parts. Personally visiting some of these countries has allowed us not only to evaluate their products firsthand but also to foster enduring relationships and friendships across different nationalities. Several suppliers have visited our main office and witnessed the extensive range of products and services we offer, leaving them impressed by our offerings.

In the light of your strong experience within the industry, what advice would you give to the budding industry leaders?

My family name, Delloro, stems from ‘dell oro’, Spanish for ‘of gold’ or ‘valley of gold’ in German and Spanish. This evokes a quote by Dan Gable: 'Gold medals aren't really made of gold. They're made of sweat, determination, and a hard-to-find alloy called guts.'

To budding industry leaders, I stress that running a thriving business isn't about gold; it's about sweat, determination, and courage. Utilize your strengths and knowledge. If someone had told me, a quiet vocational graduate who enjoys fixing things, that I'd be among the ‘Top 10 Prominent Leaders in Retail Business in the Philippines’ for 2024, I wouldn't have believed it.

I'm immensely grateful for my support system. Without them, I wouldn't be where I am today. A strong support network is crucial in retail. I'm fortunate to have a supportive wife and business partner, complementing each other's strengths to build our business foundation.

My incredible team has been instrumental in our success. Their dedication drives our business forward. I pay forward the blessings to my employees and the community, leading by example with unwavering faith, perseverance, and hard work. Together, at Copieronline Philippines, we aim to be the foremost 'remanufactured' copier company in the Philippines, prioritizing satisfaction, service excellence, and innovative products.

Joel B Delloro, President, Copieronline Philippines

Joel B. Delloro, aged 41, is married to Miah Rose Delloro and is a proud father of three children: Joshua Caleb, Jaecob Iraño, and Jiacinth Anni.