Path Unbound, a boutique UI/UX design school, faced an uphill battle in a market dominated by big-name competitors. Early on, the company struggled with stagnant revenue, falling into the common trap of competing on price - only to erode trust instead of gaining traction. Everything changed when Path Unbound adopted a smarter strategy: repackaging its core offerings into smaller, flexible, and highly scalable products tailored to specific customer segments. Within weeks, this shift increased conversions and positioned the brand as the go-to alternative for dissatisfied customers of larger competitors. In this talk, Stella Guan will share how she structured her product offerings based on customer personas, addressed top complaints about competitors, and created modular solutions that drive recurring revenue. This actionable strategy demonstrates how small businesses can use agility to win in competitive markets, no massive ad budget required.

Stella Guan is a technology entrepreneur and award-winning multidisciplinary designer, educator, speaker, and content creator. After spending a decade designing for Fortune 500 companies, Stella founded Path Unbound, a UI/UX design school offering instructor-led, 1:1 learning programs and portfolio coaching for aspiring designers. As a bootstrapped founder specializing in no-code development, Stella empowers small businesses to thrive with innovative, scalable strategies.