Ella Ziemann

Why this persona fits the audience

She sells a small catalog of paid Notion and productivity courses and records lesson segments, software updates, and replacement takes when interfaces change. She works mostly solo on a Mac, reusing the same lesson outlines and screen captures across YouTube, course platforms, and email newsletters.

• Age: 41
• Location: Portland, Oregon, US
• Occupation: Independent course creator
• Income: $118,000 USD/year equivalent
• Education: Associate degree plus professional certificates
• Company size: 1 (self-employed)
• Years in role: 7

“The most rewarding part of this work is seeing someone finally 'get it' – that moment when a complex digital tool clicks into place for them, and they feel empowered.”

Ella Ziemann, 41, has carved out a successful niche as an independent course creator from her home in Portland, Oregon. With an Associate degree and several professional certificates in digital media and instructional design, she transitioned into creating online courses seven years ago after a stint in corporate training. She found the rigid structure and slow pace of traditional education stifling, craving the autonomy and direct impact she could achieve on her own terms. Her business, built around a curated catalog of paid Notion and productivity courses, thrives on her ability to break down complex software into digestible, actionable lessons. She operates primarily solo, leveraging her Mac and a suite of specialized software like ScreenFlow for content production. Her workflow is highly optimized, involving meticulous scriptwriting, efficient screen recording, and strategic content repurposing across YouTube, her dedicated course platform, and email newsletters. This consistency is a cornerstone of her brand, fostering deep trust with her audience. Recently, Ella decided to invest in a more robust cloud storage solution to better manage the growing library of video assets and ensure seamless access for updates. She also began experimenting with AI-powered transcription tools to speed up the captioning process for her videos, a move driven by a desire to improve accessibility and reduce her turnaround time on revisions. Her income, equivalent to $118,000 annually, provides financial stability, allowing her to reinvest in her business and maintain a comfortable lifestyle without the pressure of external investors. She views her work not just as a business, but as a vocation, driven by a genuine passion for teaching and empowering others to master their digital environments. The constant evolution of software interfaces presents an ongoing challenge, but Ella approaches it with a proactive mindset, seeing each update as an opportunity to refine her teaching and strengthen her connection with her students.

Background & daily life

A day in their life

Ella's typical weekday begins around 6:30 AM with a cup of black coffee and a quick scan of industry newsletters while sitting at her standing desk. By 7:30 AM, she's usually diving into her most demanding task, often recording new tutorial segments or editing existing ones, using ScreenFlow on her Mac. Lunch is a simple, healthy meal around noon, followed by administrative tasks like responding to student emails, updating her website, or planning social media posts. The afternoon might involve scripting for upcoming lessons, researching new software features, or engaging in community forums. She aims to wrap up her core work by 5:30 PM, often dedicating the evening to personal reading, light exercise, or preparing for the next day's recording session.

Lifestyle

Ella lives a quiet, focused life in a modest two-bedroom bungalow in Southeast Portland, prioritizing her work and personal well-being. Her income allows for comfortable living and occasional splurges on ergonomic office equipment or a new tablet. She's not one for lavish spending, preferring to invest in tools that enhance her productivity and the quality of her courses. Her routine is structured, with early mornings dedicated to deep work and evenings often spent reading or planning content. She enjoys occasional hikes in the nearby Columbia River Gorge and visits local farmers' markets on Saturdays, valuing fresh, local produce.

Work life

Ella's workdays are a blend of content creation, technical troubleshooting, and community engagement. She spends significant time in front of her Mac, meticulously recording screen-capture lessons, editing video segments, and writing accompanying scripts. Her primary tools include ScreenFlow for recording and editing, Notion for course structure and client management, and various cloud storage solutions. She works almost entirely solo, which means she's responsible for every aspect of her business, from marketing to customer support. The constant evolution of software, particularly productivity apps like Notion, necessitates frequent updates, creating a recurring pressure to re-record and revise existing content to maintain accuracy and audience trust.

Relationships

Ella maintains a close but independent relationship with her parents, who live a few states away and are supportive of her career. Her social circle is small but strong, consisting of a few long-time friends from college and a handful of fellow online educators she connects with through industry forums. These peers offer valuable insights and commiseration, acting as a primary source of professional influence and support.

How they decide

Ella is a methodical decision-maker. She researches thoroughly, comparing features, reading reviews, and often testing free trials before committing to a new tool or platform. She values reliability and efficiency, leaning towards solutions that integrate well with her existing workflow and offer long-term value. While she appreciates innovation, she's not an early adopter of unproven technology, preferring to wait for a tool to demonstrate its stability and utility.

How they sound

Ella speaks with a clear, measured cadence, her tone generally calm and informative. She avoids overly casual slang or jargon unless explaining a technical term. Her speech is articulate and precise, reflecting her meticulous nature. She tends to use phrases that emphasize clarity and accuracy, like 'to be precise,' 'essentially,' or 'the key takeaway here is.' She rarely raises her voice and maintains a professional yet approachable demeanor.