Experience Sharing (handout)
Speaker: Ma. Regina "Reggie" Bundang, CEO,

e-Philippines Adventure Travel and Destinations Experience sharing(handout)
Speaker: Russell Ri, CEO, e-Philippines Adventure Travel and Destinations insight sharing (handout)
Speaker: Roy Platon, Managing Director,

Entrepreneurs Reggie Bundang, Russell Ri, and Roy Platon shared their experience in putting up an e-commerce site from a non-techie entrepreneur perspective, working with partners, challenges, lessons learned, market changes, and tips to aspiring entrepreneurs who would like to expand their business online.

The above topic was presented by Reggie Bundang, Russell Ri, and Roy Platon during the DigitalFilipino E-Commerce Summit last November 12, 2009 at Hotel Intercontinental, Makati City.

Speaker Profile:

Ma. Regina "Reggie" Bundang

Goal-oriented, analytical, and adept in formulating and implementing marketing strategies for companies belonging to different industries, Ms. Regina Isada-Bundang has worked as an officer for several well-known establishments in the country.

A graduate of B.S. Commerce, major in Accounting at St. Paul College, Quezon City, Ms. Bundang took her Masters degree in Business Administration at the Ateneo Graduate School of Business. Her professional career started with PCIBank where she eventually became Product Manager for deposit products prior to moving to Philcom as Product Manager for its international long distance service and thereafter to Bayantel also as Product Manager for long distance service.

After her stint with the telecom industry, she returned to banking and became Group Product Manager/Senior Manager of Dao Heng Bank, Philippines and then as Product and Business Development Head/Senior Manager of Globalbank.

Attracted by the dynamism of the remittance business, she eventually transferred to Western Union where she worked as Business Development Manager for the Philippines until she decided to put family over career.

Now busy with her 2 active and wonderful kids, Ms. Bundang decided to be her own boss by setting up her own Redwood Internet Business, Inc. that offers e-commerce services such as retail portals, e-commerce business outsourcing, e-commerce consultancy, and related services. Through her company-owned e-commerce website,, her company has began a full-service one-stop on-line gift service portal that has garnered 2 prestigious awards given by the Digital Filipino Club and the APEC Digital Opportunity Center in Taiwan in just a period of 1 year.

To date, her company has forged strategic partnerships with numerous merchant partners whose products and services are sold online through

Mindful of the need not only to advance one’s career and family life but also to be involved in social development, Ms. Bundang continues to be a Trustee of the Working Hands Foundation which grants vocational course scholarships to underprivileged students.

Russell Ri

Founder and Lead Adventurer for e-Philippines Adventure Travel and Destinations, one of the pioneers in adventure travel in the Philippines. Their online presence: is also one of the more progressive online travel agencies and tour operator in the country.  He envisions the Philippines to become a major player in the global travel industry someday.

After 10 months of carefully studying both the travel industry and the internet, he was able to launch the website on December 2007. Slowly but surely, the company has added more and more to its vast array of Philippine adventure and destination packages. After almost close to 2 years of operations, e-Philippines Adventure Travel has served countless travellers, both local and foreign, in their Philippine vacation solely through their online site. 

Before this, Russell has been through a diverse line of businesses.  Starting off with a venture into seaweed farming around Luzon.  This continued with seafood trading and wholesaling and production of fish leather.  He also dabbled in aquaculture, raising milkfish and prawns.  In his only time of being an employee, he served as an AGM for a security agency that counts Greenbelt and Market! Market! As among its clients. 

Russel graduated from DLSU- Taft with a degree in Business Management, Major in Entrepreneurship in 2002.  During college, he was a part of the Track and Field Team and helped established the school’s running club.  He was also part of the Student Council being a Legislative Representative for his batch.  He was also a part of the Executive Committee for the Business Management Society.  Lastly, he was an ardent part of the school’s only socio-political organization- Alyansang Tapat sa Lasallista, having served as its President from 2001-2002.

He is presently taking his time to visit the countless destinations in the Philippines and knows that this would take awhile to finish.

Roy Platon

With over 10 years experience in the industry, Roy Platon has been involved with many of the initiatives of the Ayala Group in the Internet and e-business space, including its venture capital investment fund, and various wireless, web, and IT start-ups. At his current stint with, the company continue to serve our kababayans overseas via its online gift-giving service, showcasing hundreds of merchants and thousands of SKUs to provide the broadest product offering today. The company has also expanded it services to build and operate the online shopping websites for leading retailers and brands in the country, known as it WPO or Web Process Outsourcing service. MyAyala enables clients to get their e-commerce websites up and running, and operating well. 

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