From Accidental Entrepreneur to Empowering Others: The Journey of Mariben Christine Tan Eustaquio

Meet Mariben Christine Tan Eustaquio, a dynamic entrepreneur specializing in UAE business setup. Since 2012, she has supported over 3,500 entrepreneurs and businesses, helping them launch, operate, and expand in the UAE. As the Founder and Managing Director of EZONE, Mariben is passionate about empowering others to succeed and building a thriving entrepreneurial ecosystem.

Why did you choose to start a business?

I started my business to bridge a critical gap I saw in the market. As an entrepreneur myself, I understand the challenges firsthand—the uncertainty, the need for honest guidance, and the struggle to find realistic cost structures that allow a business to start and scale without overwhelming financial strain. Having walked this path, I knew I could offer the kind of practical support and actionable insights that aspiring entrepreneurs truly need to succeed. My goal has always been to empower others to achieve their dreams and build businesses that thrive.

This mission is deeply personal to me because I know how transformative entrepreneurship can be. It’s not just about building businesses; it’s about creating opportunities, driving ecosystems, and generating meaningful value. I believe entrepreneurship is a force for good, and by supporting other entrepreneurs, I’m contributing to that larger vision—helping others overcome their challenges and realize their potential.

While these motivations are at the core of why I started my business, I also sought the freedom that entrepreneurship brings—the ability to work on my own terms, choose when and where I work, and have greater flexibility in managing my time. For me, that freedom is a reward for creating something meaningful and impactful, not just for myself but for the community of entrepreneurs I support.

How did you start your business?

I would describe myself as an accidental entrepreneur because starting my own business wasn’t something I intentionally planned. My journey began with a sudden decision to leave the corporate world—a decision driven by the realization that my career no longer aligned with my self-worth and was affecting my mental health. At the time, I had no clear plan for what would come next.

After leaving, I started my own venture in the F&B industry and also took on consultancy and interim leadership roles as an MD, GM, and COO for corporate services and law firms. For four years, I explored various opportunities, learning and growing along the way. During this time, I noticed a pattern—almost daily, I received calls or messages from people seeking advice on setting up their businesses. It became clear to me that this might be my true calling.

At first, I hesitated. I didn’t want to compete with my former company out of respect. But after four years, I realized I wasn’t competing; I was simply doing things my way, offering the support and guidance that people genuinely needed. And so, I started my business—initially taking on everything myself. From PRO work to administrative tasks, business development, operations, and client relations, I wore every hat to ensure things got off the ground.

What began as a one-person operation has now grown into a thriving business with over 20 employees in just four years. Looking back, my journey may not have been meticulously planned, but it was guided by a desire to help others and a deep understanding of the challenges entrepreneurs face. It’s been an incredibly rewarding experience to build something meaningful while empowering others to succeed.

What do you wish you’d known before you started your business?

If I were starting my entrepreneurial journey again, I would:

1. Set Clear Boundaries Early On

As a leader who naturally wants to support others, it’s easy to blur the lines between being generous and being overextended. I would remind myself to be clear about boundaries from the beginning. This means defining expectations for clients, partners, and even my own team. Boundaries aren’t barriers—they are there to protect your energy, preserve your focus, and allow you to be at your best for everyone, including yourself.

2. Trust, but Verify

Building a business requires trusting people, but it also means ensuring you have mechanisms to validate that trust. Early in my journey, I would have set up stronger processes for accountability and performance tracking, even with people I believed in. This isn’t about being distrustful; it’s about creating a system that supports everyone in being their best. Trust your team but have systems that ensure everyone stays aligned and motivated.

3. Anchor Every Decision to Your ‘Why’

Knowing your why isn’t just a motivational slogan; it’s a compass. When challenges arise—and they will—it’s easy to get lost in the chaos. Having your why clearly defined and revisiting it regularly will help you make better decisions, avoid distractions, and stay resilient when you face setbacks. Document your why, revisit it weekly, and let it guide every major decision, from partnerships to how you invest your time.

4. Focus on the Goal and Growth

Entrepreneurship isn’t easy, and there will be days when you feel like giving up. But remember: it’s not about how many times you stumble—it’s about how often you get back up and keep moving forward. Being laser-focused on your goals and long-term vision will give you the stamina to endure the ups and downs. When you find yourself overwhelmed or discouraged, go back to your why and visualize the outcome. Stay focused on what you want to achieve, because the challenges are just temporary stepping stones on the path to growth.

These lessons, shaped by my own journey, are what I wish I’d kept in mind from day one. By setting boundaries, building trust responsibly, staying anchored in my purpose, and focusing on the long game, I would have been better equipped to navigate the uncertainties and ultimately build something lasting and meaningful.

Did you have any support in your journey?

Yes, I had family and friends who supported me though I will admit that my greatest support came from strangers and clients who trusted me.

What is your greatest challenge as a business owner?

My biggest challenge as an entrepreneur has been scaling my business while simultaneously leveling up my own leadership skills to meet the demands of growth. This often means embracing change—not just in systems and strategies, but in relationships. As the business grows, I’ve had to make tough decisions, such as parting ways with team members who were with me from the start but struggled to adapt to the evolving vision.

A significant part of this challenge has been learning to remove or limit emotions from business decisions. As someone who values loyalty and connection, separating personal feelings from what’s best for the business has been a difficult but necessary skill to develop. Balancing empathy with the responsibility of building a business that aligns with the standards I aspire to is an ongoing process. While it’s never easy to make these decisions, I’ve realized that growth often requires making space for those who are ready and willing to grow with you. By focusing on the bigger picture and staying true to my vision, I’ve learned to navigate these challenges with clarity and purpose.

Reflecting on your path to entrepreneurship, what key piece of advice would you offer to aspiring founders?

Reflecting on my path to entrepreneurship, my key piece of advice to aspiring founders is to keep it real and stay focused on your own journey. Don’t be pressured by the noise of what others are doing or by the highlight reels we often see on social media. Celebrate your progress and always be genuinely happy for others’ successes. There’s more than enough room for everyone to thrive, especially in a dynamic environment like Dubai. Instead of viewing others as competition, look for opportunities to collaborate and create mutual value.

At the same time, never compromise on ethics. Upholding a certain standard and principle is not just good for business—it’s essential for building trust, credibility, and long-term success. The way you operate, treat people, and make decisions defines your reputation. By staying authentic, focusing on your goals, embracing collaboration, and maintaining strong ethical principles, you can build something truly meaningful while contributing to the larger entrepreneurial ecosystem.