GrowthCon 2026: The Playbook for Sustainable Business Scaling

GrowthCon 2026 demonstrated how Philippine businesses achieve sustainable scaling through vision, discipline, and AI integration.

GrowthCon 2026, The Business Manual’s annual business summit for small businesses, startups, and students, tackled three pillars of sustainable scaling through insightful panel discussions, innovative business solutions, and high-value networking opportunities.

Guided by the theme “Unlocking The New Growth Playbook," industry leaders and experts shared their wisdom on July 23, 2026, about how aspiring businesses can scale in a volatile, uncertain, complex, and ambiguous world. 

“The history of business reminds us of one enduring truth: some of the world’s most successful companies were built during periods of uncertainty. Their advantage wasn’t better timing—it was their ability to recognize opportunity where others saw obstacles," said Apples Aberin, vice president of One Mega Group Lifestyle Media Brands, in her opening remarks.

GrowthCon 2026 featured key advice from industry leaders and experts on scaling businesses. The Business Manual compiled the summit's most important takeaways for MSME owners, startup founders, and business students.

DTI Secretary Cristina Roque spoke on the importance of growth with vision at GrowthCon 2026.

Takeaway #1: Business Growth Starts With A Clear Vision And Purpose

Department of Trade and Industry Secretary Cristina Roque attended GrowthCon 2026 as the keynote speaker, speaking on how businesses should harness the power of vision as they scale.

In her speech, she noted the importance of knowing the kind of scaling they aim for and the purpose behind their goals.

"Growth without vision is simple movement," she told the event audience. "It may take us forward, but not always where we want to go."

Roque also shared the Philippine government’s efforts in boosting national free trade and empowering micro, small, and medium enterprises (MSMEs).

As the government continues to introduce laws and programs meant to uplift businesses, the private sector community can likewise play a role, the secretary said.

"The government creates supporting policy; it builds infrastructure," she said. "But it is you, the private sector, the founders, and the individuals in this room who turn these opportunities into thriving industries and shared prosperity.”

Entrepreneurs Marvin Agustin and Anna Magkawas discussed what scaling with discipline entails.

Takeaway #2: Business Growth Requires The Discipline To Say 'No'

Actor and restaurateur Marvin Agustin and Luxe Beauty and Wellness Founder and CEO Anna Magkawas discussed their entrepreneurial journey during the first fireside chat of GrowthCon 2026, “Scaling With Discipline.”

With Country Communications Head of Grab Philippines Arvi Lopez moderating, the discussion explored the lessons a business owner can learn as they grow their businesses.

A key lesson they shared was the importance of saying "no" to opportunities that do not align with their businesses' long-term growth.

Magkawas, who grew Luxe Beauty and Wellness into a multi-industry player, discipline defined Magkawas' entrepreneurial journey as she hesitated to take on opportunities without first putting the right structure in place to sustain growth.

“So we have to be patient,” Magkawas told the audience. “We have to stick doon sa ano yung kaya namin, or else wala ding mangyayari. Nakapasok ka pero hindi naman kumita. So nag-stick kami sa offerings namin, kung ano yung kaya namin. And then, awa ng Diyos, in-accept naman kami.”

(So we have to be patient. We have to stick to what we're able to do, or else nothing will happen. You get a deal, but you don’t earn anything. So we stuck to what we were already offering and what we could do. And then, by the grace of God, we ended up being accepted.)

Saying "no" can be a challenge in itself. That was the case for Agustin, who admitted to having a hard time refusing opportunities outright.

Like Magkawas, patience became a core part of his businesses' growth strategy, allowing him to take his time and expand at the right pace.

He pointed to his experience conceptualizing restaurant concepts, which was rooted in the relationships he built with communities such as fisherfolk and farmers. Gradually developing those connections allowed him to open restaurants with the right quality and purpose.

“Meeting these hardworking people, being so passionate with what they do — now I get to share that passion, not just with the team that I'm working with, but with the table that we're serving all these dishes with, to our customers,” Agustin said.

“Patience is not just saying no, but me telling myself to be very patient so I could do things better.”

Takeaway #3: Business Decisions Should Be Backed By Data

Agustin and Magkawas also believe business owners should base their decisions on facts rather than feelings, weighing all factors before moving forward with their plans.

"May sarili kaming feeling bilang mga founders, laging may 'feeling ko, OK ito.' Ako, lagi kong nararanasan iyan tuwing may bago akong idea sa product o marketing. Pero sa huli, kailangan mo pa ring tingnan ang numbers."

(As founders, we always have that feeling of, 'I think this is a good idea.' I experience that whenever I come up with a new product or marketing idea. But in the end, you still have to look at the numbers.)

She cited her company's ongoing operations to illustrate her point, sharing that she and her team are in the process of bringing in a chief financial officer (CFO) who can provide accurate and reliable data to guide key business decisions.

The move comes at a crucial time, as many companies grapple with rising fuel prices and the resulting increase in operating costs.

“Actually, three months pa akong nag-contemplate, ‘Ano ba, price increase na ba tayo o ano?’ But I have to be very, very careful with that decision. Hindi mo kasi siya puwedeng, 'Oh, price increase na tayo next month.' Because makakaapekto iyan. Hindi natin alam, magiging domino effect kasi yan,” Magkawas shared.

(Actually, I've been contemplating for three months whether we should increase our prices or not. But I have to be very, very careful with that decision. You can't just say, 'Let's increase prices next month,' because it could have a domino effect.)

“Right now, kaka-hire ng bagong CFO. So that's what I am waiting right now, to validate na, ‘CFO, tama ba gagawin natin? Ilang percent ba yung kaya natin i-increase, with all these expenses na nababagsak natin, kasi ayoko magkamali din."

(Right now we're just hired a new CFO. So that's what I'm waiting for right now, to validate, 'CFO, is this the right move? By how much should we increase prices, given all these expenses we're facing? Because I don't want to make the wrong decision.)