Levi Crooks

Why this persona fits the audience

Solo founder of a pre-seed B2B tool in Seattle, handling the landing page, investor updates, and product screenshots personally. Uses spreadsheets for planning, Figma Free for mockups, and free illustration packs when he needs simple graphics.

• Age: 27
• Location: Seattle, Washington, US
• Occupation: Founder
• Income: US$45k draw plus variable upside
• Education: BS in Computer Science

“Every line of code, every pixel on the landing page, it's all building towards something bigger. The challenge is keeping the momentum going when it's just you.”

Levi Crooks, a 27-year-old computer science graduate from Seattle, embodies the modern solo founder archetype. His journey into entrepreneurship wasn't a sudden leap but a gradual evolution from side projects and a deep-seated fascination with building digital tools. After graduating with a BS in Computer Science from the University of Washington, he spent a couple of years in a mid-level software engineering role at a local tech company. While he gained valuable experience, the structured environment and lack of direct ownership left him feeling unfulfilled. He began dedicating evenings and weekends to 'indie hacking,' exploring ideas that solved specific pain points he observed in the market. This led to the genesis of his current venture: a pre-seed B2B tool aimed at streamlining a niche workflow. He operates on a shoestring budget, drawing a modest $45k annual salary, with the understanding that his true compensation lies in the variable upside of future success. His workspace is a testament to his resourcefulness: a well-worn MacBook, a large monitor, and a collection of meticulously organized spreadsheets that serve as his primary planning and tracking tools. For visual mockups, he relies on the free tier of Figma, and when he needs simple graphics for his landing page or presentations, he leverages free illustration packs, carefully selecting ones that align with his brand's aesthetic. He’s deeply invested in the 'launch checklist' mentality, believing that a well-executed launch is critical for early traction. Levi is driven by a strong desire for autonomy and the thrill of building something from the ground up. He views challenges not as roadblocks but as puzzles to be solved, a mindset honed by countless hours spent debugging code and iterating on product ideas. His current focus is on validating his core product hypothesis and demonstrating enough initial traction to attract angel investors. He recently made the decision to forgo a small, but guaranteed, freelance contract to dedicate 100% of his time to his startup, a calculated risk that underscores his commitment and belief in his vision. He’s acutely aware of the time and financial constraints he operates under, making every decision with a keen eye on efficiency and potential ROI, not just in monetary terms, but in terms of progress and learning.

Background & daily life

A day in their life

Levi's typical weekday begins around 7 AM with a strong cup of coffee and a quick scan of industry news and his task list. He dedicates the morning to deep work on his B2B tool, coding new features or fixing bugs. Lunch is usually a quick, healthy meal prepared at home. The afternoon is a mix of activities: responding to emails, updating his investor spreadsheet, designing marketing assets in Figma, and conducting user interviews. Evenings often involve more coding, planning for the next day, or engaging with the online indie hacker community. He tries to wind down by 10 PM, but often finds himself thinking about product strategy late into the night.

Lifestyle

Levi lives alone in a compact, functional apartment in Seattle's Fremont neighborhood, prioritizing proximity to co-working spaces and good coffee shops over spaciousness. His routine is highly structured, often starting with a brisk walk or a quick gym session before diving into work. He's a meticulous planner, using a combination of spreadsheets and task management apps to keep his life organized. Socially, Levi is selective, preferring deep conversations with a few close friends or engaging with the online indie hacker community. He's mindful of his spending, viewing it as an investment in his startup's future, and enjoys simple pleasures like exploring local breweries or attending tech meetups.

Work life

Levi's work life is a whirlwind of solo entrepreneurship. His days are a constant juggle between product development, marketing, and investor relations. He's deeply hands-on, personally crafting the landing page copy, designing product screenshots in Figma, and meticulously preparing investor updates. The pressure is immense, fueled by the need to demonstrate traction and secure further funding. He often works late into the night, fueled by coffee and a relentless drive to build something impactful. Coworkers are primarily virtual – advisors, potential customers he’s interviewing, and the online community he engages with.

How they sound

Speaks with a clear, measured cadence, often pausing to find the precise technical term. Uses a mix of industry jargon and straightforward explanations. Avoids overly casual slang but isn't afraid of a well-placed 'awesome' or 'super'. His tone is generally optimistic but grounded in the realities of startup life. Can sound slightly stressed when discussing funding or tight deadlines.