Redesigning the side hustle from scratch

For many people in the University of Manitoba community, the line between a rewarding daily career and a personal passion can blur into an exciting new opportunity. This entrepreneurial spirit spans the entire university community, driving students, staff, and alumni who refuse to let their best ideas sit on a shelf. Evgeniya Lapanov, a staff member within the Faculty of Law is known warmly to those around her as Geniya, is a perfect example. While proudly supporting the university community by day, she spends her personal time working as a graphic designer and marketing expert, a creative field where she has built over 13 years of professional experience.

Trapped in the freelancers cycle

Despite a highly successful creative track record, Geniya eventually hit a hidden, yet common wall that stops many passionate creators in their tracks. She discovered that possessing elite artistic skills is an entirely different craft than knowing how to run a sustainable, organized business. Operating with a traditional, project-by-project freelance workflow, she found her long-term business strategy at a standstill. She faced a frustrating puzzle that many aspiring business owners share, she did not know how to precisely value her decade-plus of experience and identify her true target audience. It was a stressful gap between being a great creative and running a great business.

"I have been doing graphic design for more than 13 years, but building a business from scratch is totally different," Geniya explains. "I wanted to step back, look at my business from a completely different angle, and develop a clear strategy for long-term growth."

Turning to the Stu Clark Centre for entrepreneurship

Determined to find a solution to this challenge, she turned to a resource located right on her home campus: the Stu Clark Centre for Entrepreneurship (SCCE). Geniya registered for the free, six-week virtual workshop officially known as the "How to Start a Side Hustle Course". Sponsored by The Asper Foundation and led by instructor Jeff Mitchell of Lane Two, this program is specifically built to guide University of Manitoba students, staff, and alumni who want to turn their unique talents and expertise into a positive business structure. Whether a participant is launching a brand-new concept or bringing a professional framework to their existing creative practice, the course provides the tools needed to make those ideas go live.

For Geniya, the SCCE provided a supportive, high-energy environment that broke down the complex concepts of business building into manageable, practical steps. The program instantly pushes participants into action, providing a strong system of accountability that encourages them to step away from comfortable theory and test their ideas live in the market.

Developing strategic business pillars

Inside the interactive sessions, the course provided an absolute breakthrough for Geniya, completely shifting how she viewed her potential. Mitchell’s inspiring, one-on-one coaching acted as a powerful eye-opener, helping her unlock the critical business frameworks needed to back up her creative talent. Instead of leaving participants to guess in isolation, the course brilliantly pushed them out of their comfort zones, turning intimidating concepts like market research into an exciting journey of real discovery. Through this immersive process, Geniya experienced a massive revelation, learning how to confidently transform standard freelance tasks into premium, high-value service packages that directly solve major client problems. By teaching her to master market feedback, the course gave her the exact roadmap to align her 13 years of expertise with meaningful, high-value client solutions, proving to be the ultimate catalyst for her success.

A shift in mindset

The transformation was immediate and profound. Armed with market data and newfound business confidence, Geniya completely overhauled how she structured her personal workflow. She transitioned into a focused approach based on clear value and validated customer needs, moving completely away from fluctuating hours.

The ultimate evolution, however, was entirely internal.

"Perhaps my biggest transformation was in my mindset," Geniya says proudly. "I'm no longer thinking as a designer who's just completing tasks or projects. I am now thinking as a business owner who is building long-term relationships, continuously improving my services, and creating a business with a clear vision for sustainable growth.

Looking back at her journey from an aspiring entrepreneur to an organized business owner, Evgeniya has a clear message for the university community: "Based on my experience, it's really working and worth it."

Ignite your entrepreneurial mindset

You do not need an MBA, an existing business, or a background in commerce to apply. Whether you have a fully formed concept, a creative skill like Evgeniya, or simply a passion for innovation, the Stu Clark Centre for Entrepreneurship is your starting point. The Centre is offering 30 FREE spots for the upcoming Fall 2026 cohort (Cohort #7).

Program details:

• Who can apply: All University of Manitoba students, staff, faculty, and alumni.
• Format: 6-week live online workshop via Zoom
• When: Tuesdays from 7:00 to 8:30 PM (CT), October 13 to November 17, 2026.
• Program Features: Weekly 60-minute group office hours and dedicated one-on-one coaching opportunities tailored to your specific hustle.

Applications close on Sunday, September 20, 2026.

Apply online for Cohort #7 and launch your side business this fall!