Young Ones to Watch: Princess Diana Rosario, CEO and Founder of What’s Your Flan?

Princess Diana Rosario tried and failed 14 times to start a business that would provide for her and her family. You know who else failed? Thomas Edison, Steve Jobs and virtually anyone else whose business or inventions revolutionized the world. 

“You only need to succeed once,” Rosario’s husband told her when she was struggling.

And succeed she ultimately did. Rosario now runs What’s Your Flan?, a dessert concept from Manila in the Philippines that offers mouth-watering leche flans. With pure grit, determination, the support of her family and faith in God, Rosario has turned herself into a business mogul with more than 80 franchises and hundreds of international sellers.  

1851 caught up with Rosario to talk about her journey from failure, to success, to the top of the franchising game. 

1851 Franchise: How did you get into franchising?

Princess Diana Rosario: It was never my plan to go into franchising when I first started. The idea popped up when I got a lot of customers and resellers who asked for branches/stores in and near their city. That's why it started, to open the company up for franchising to be able to reach our market. First it was just the whole Manila metro area, then it slowly became nationwide. We now have an international franchise as well. 

1851: What do you love about the industry?

Rosario: What I love the most is that I’m able to help aspiring entrepreneurs. I know how it was when I was starting. I realized that I could create a business, product and platform for all classes.

1851: What makes someone a good fit for the franchise industry? Are there traits that are shared by the most successful franchise professionals you know?

Rosario: Someone is a good fit if they have a good mindset with a goal and a purpose. Just like any other business, you need to put all of your heart into it. Once you start, there's no going back. Someone who fully understands the words commitment and patience makes the best franchisee. I can't single out a person, but what I have noticed with all the most successful people in the franchise industry — both local and international — is they all showed humility. That’s what makes customers and franchisees comfortable and trust their brand. It also makes it easier for someone to invest in their business. 

1851: How do you feel about the industry's response to the coronavirus crisis so far? 

Rosario: I feel saddened by the situation coronavirus has brought us. It’s surely affected the franchise industry and other industries as well. The best way to tackle the pandemic is work around it and get out of your comfort zone. 

1851: Are there challenges or opportunities that the industry still needs to address?

Rosario: Luckily my company offered a home-based franchise system even before the pandemic happened. All the people who doubted the system surely were surprised that the company flourished during the pandemic as online selling was the number one, or only, choice for many. We have been guiding franchisees and investors to profit at home.

1851: What advice do you have for other young up-and-comers in the space?

Rosario: Don't be afraid to fail, as failure is just a lesson to make you better and stronger. Failures are lessons, lessons are knowledge, knowledge is power and a powerful mind will lead you to success. You should be able to stumble and fall so you can rise and be better. You only need to succeed once. Keep doing what you are doing and do NOT give up without a good fight. Understand the words commitment and humility and the rest is history.