When Janine Smith landed in Lisbon in 2024 with her debut ASCEND programme cohort, it was a deep dive into the unknown.
This time around, the GM Business Growth Hub director knows what to expect from the 2025 Web Summit, which is marking its 10th anniversary in Lisbon.
Last year’s first ASCEND mission was a learning curve for both the GM Business Growth Hub team and the businesses they took.
This year, Smith says, is about refinement, preparation and impact.
“The purpose is we want to make sure that the businesses get as much exposure as they can,” she tells BusinessCloud.
“We now know what to expect, so we’ve helped the businesses on this cohort plan as best as they can so that they can optimise their time here.
“We’ve been able to prepare them far more than we did last year.”
Tellingly, several members from last year’s cohort have invested their own time and money to return to Portugal with the Manchester-based organisation.
James Hamilton of Pixeltree, the Parker Neal team, Tracy (TJ) Johnson, Lewis and Ryan Keeling of Wolf Network Security, and Will Purser have all returned to Web Summit once again.
“They enjoyed it so much that they have come back this year again,” Smith explains. “They know how valuable Web Summit can be.
“This year’s group can also learn from them and how they approached it 12 months ago.”
Focused on scale
This year’s ASCEND delegation looks a little different, with the focus being scale-ups
Smith says: “We’ve been really, really clear on the businesses that we want on the cohort.
“We have got pure scale-ups, which includes group payments app Collctiv and (specialist cyber security distributor) Distology – really well-established businesses in Greater Manchester.”
The Hub’s international ambitions have also expanded, with the creation of an international programme.
“We’re getting more involved in international activities,” she continues.
“We’re trying to amplify international trade. So there’s more international trade in this ASCEND programme.
“We’ve just set up another scale-up programme, which is about how you take businesses that are scaling now into international markets.
“That’s probably where my role’s changed, as I’m spending more time on the international side of things than domestic.”
Greater Manchester growth
The goal from Web Summit, and for the Growth Hub in general, is still one of creating and amplifying growth for the area.
“The purpose is to create economic growth for Greater Manchester,” Smith says.
“It’s purely around understanding what Greater Manchester wants to achieve, and it’s Greater Manchester’s strategy to get this pipeline of businesses to grow – and how we help those businesses to achieve what they want.
“The scaling up of businesses is a big thing from a governmental perspective.”
BusinessCloud’s Patrick Killeen with GM Business Growth Hub director, Janine Smith, in Lisbon
Manchester’s moment
“I think Manchester’s having its moment,” she continues.
“You can see in recent reports about the growth of business within the area.”
Some of the companies on cohort two are already expanding internationally – a benefit of the more refined focus for the 2025/26 edition.
Smith says: “We already have these businesses scaling internationally.
“Richard West and the team at Red Flag Alert are already in Canada, the US and Ireland; Gareth and Piing are making deals across Europe.
“We’re using Web Summit as a further platform for them. We’re looking at markets that they’re already in and seeing how they can expand and grow further.”
Lessons from Lisbon
If last year’s trip was about learning the ropes, this year is about optimisation.
“Last year, we were new to it too,” she says. “This year we can tell the cohort how to best use the app, transport lines and their time as efficiently as they can.
“We can tell them to go and talk to that investor or go and meet that person.
“Don’t be shy – you’re here, so make the most of it and go for it.
“Some of cohort one came here and got business and have gone on to so many bigger and better things on the back of this trip last year.”
Lasting connections
Smith says one of the most valuable outcomes of the ASCEND mission isn’t just commercial, but also personal.
“The camaraderie that came from cohort one is invaluable,” she says.
“Off the back of this week they spent together last year, they all decided that they wanted to do some charity work together – that they wanted to put back into Manchester.
“The cohort are not just getting a few hours together – they’re getting a full week at one of the biggest tech conferences in the world.
“That’s where you can start to build those relationships and partnerships, not just with people here but with your fellow members of the cohort.
“We buy into it and they buy into it, and it works.”