[Ask TBM] How Can Early Feedback Help Refine a Business Idea?

We asked Corine Sibug, the owner of clothing brand Suzy, for insights about how feedback can finetune a business idea.

All businesses start with an idea, which undergoes countless changes even after the launch of a brand. Many of these changes are results of early feedback given before, during, and even soon after a business is put up. Dealing with feedback, especially negative ones, can be a challenge for entrepreneurs, but it can also be a learning lesson when it comes to refining one’s business idea. 

The Business Manual spoke to Corine Sibug, the owner of clothing brand Suzy, to get her insights on how to deal with early feedback and how it can be used to refine a business idea. 

How did you come up with the idea of your business? Given the competitive fashion industry, how were you able to come up with a solid business idea that will stand out?

The idea for my business first came to me as a side hustle while I was about to graduate college as a fashion student. At that time, Instagram online shops weren’t as common as they are now. 

I saw an opportunity to connect with potential customers on a platform that was starting to gain popularity, which allowed me to have a unique space and grow my audience early on. I guess this head start in building my brand has really helped my brand stand out in today’s highly competitive fashion industry.

When you launched your business, what kind of positive feedback did you receive? How did positive feedback help refine the concept of your business even more?

I launched my business back in 2016 through Instagram not knowing that I will do it full time.  Early on, I received positive feedback from girls who were excited about my designs, saying they hadn’t seen anything like them in the PH market. 

This is why I started creating clothes in the first place—to make pieces I would personally love to wear but couldn’t easily find in local stores. This feedback encouraged me to focus on creating unique, timeless pieces, which remains my goal to this day.

How did you deal with negative feedback early on in your business? How did you deal with suggestions from other people?

It is always a challenge to take negative feedback especially when it’s unsolicited or seems unreasonable. But being a businesswoman will really humble you along the way. I’ve learned to view it as an opportunity to improve. 

I make it a point to listen carefully so I can improve my customer service and products. Over time, I’ve realized that without considering all types of feedback—whether it’s positive or negative—my business wouldn’t grow. 

Hearing out all criticism/feedback has been essential in growing my brand and meeting my customers’ needs.

How did the negative feedback and suggestions refine your business idea? Did you apply any changes that still hold until today?

Customer experience and quality products have always been our top priorities. Early on, limited capital meant I had to rely on pre-orders, but one of our biggest challenges was realizing that many customers preferred not to wait. 

I focused on gradually building inventory, and today, we proudly offer over 80 styles in inventory. This commitment to improving based on customer feedback has helped my business grow. 

What concrete tips and advice can you give other entrepreneurs when it comes to refining their business idea? What factors should they consider?

Focus on delivering quality products and a good customer experience. When people try your product, they’ll come back if it stands the test of time—keeping your brand top of mind as they continue to use it. Also, providing a smooth, hassle-free service that makes the entire experience memorable and satisfying on their end. 

What concrete tips and advice can you give other entrepreneurs when it comes to dealing with early feedback? Should all suggestions be tested and applied?

All feedback is valuable and should be considered. If feedback is given with concern, it’s an opportunity to reflect your methods. In today’s fast-paced world, exploring new approaches for improvement is essential for growth and adaptability.

Corine Sibug is the owner of Suzy, a clothing brand she launched in 2016.