Lee Lindgren

Why this persona fits the audience

Builds a micro-SaaS in Manchester and checks saved searches for his product name, adjacent keywords, and competitor names on X, Reddit, and LinkedIn a few times a week; he currently relies on free platform searches, browser bookmarks, and a spreadsheet.

• Age: 23
• Location: Manchester, UK
• Occupation: Solo founder / freelance developer
• Income: £42k from product + consulting
• Education: BSc Mathematics
• Company size: 1 (himself)
• Years in role: 2

“The real satisfaction comes from building something that works, something you can point to and say, 'I made that, and it helps people.'”

Lee Lindgren, 23, is a Manchester-based solo founder and freelance developer driven by a deep-seated desire for independence and the satisfaction of craftsmanship. His journey into entrepreneurship began during his BSc Mathematics degree at the University of Manchester, where he developed a keen interest in the intersection of logic, problem-solving, and software. He saw the potential for creating elegant solutions to specific problems, a mindset that led him to found his micro-SaaS venture, currently operating under the working title 'Mentionlytics'. This product aims to streamline social listening for small businesses and individuals, a problem he himself experiences daily. His current method for tracking potential leads and competitors involves a diligent, albeit manual, routine: checking saved searches on X, Reddit, and LinkedIn a few times weekly, meticulously logging findings in a spreadsheet, and bookmarking relevant pages. This frugality is a core tenet of his approach; he reinvests most of his income, which hovers around £42k annually from a blend of his SaaS and freelance development gigs, back into his business or personal development. Lee’s personality leans towards the analytical and conscientious; he’s not naturally outgoing but possesses a quiet determination and a strong work ethic. He values efficiency and is constantly looking for ways to automate tasks, both in his business and personal life. His passion for football, particularly Manchester United, provides a necessary outlet and social connection. He’s currently focused on refining his product's core features and exploring more effective, low-cost marketing channels, a constant balancing act against the demands of his freelance commitments. He recently decided to dedicate specific blocks of time each week solely to product development, rather than letting client work bleed into every available hour, a move aimed at accelerating his SaaS growth.

Background & daily life

A day in their life

Lee's typical weekday starts around 7:30 AM. After a quick breakfast and checking personal finance news, he dives into his freelance work, aiming to complete client tasks by lunchtime. Post-lunch is dedicated to his micro-SaaS: he'll spend an hour responding to any user queries or bug reports, followed by two to three hours of focused development or marketing research. Around 5 PM, he'll take a break, often going for a walk or doing a quick workout. Evenings are for dinner, perhaps watching a football highlights show, and then an hour or two of learning – reading tech blogs, watching tutorials, or working on a personal coding project. He aims to be offline by 10:30 PM.

Lifestyle

Lee lives a fairly spartan existence in a rented one-bedroom flat in South Manchester, prioritising his business over lavish spending. His income, a mix of his SaaS product and freelance development work, allows for comfortable living but not extravagance. He's disciplined with his finances, favouring saving and reinvesting in his business or learning new skills. Weekends often involve a trip to the local pub with a couple of close friends, or catching a Manchester United match, either live or at a sports bar. He enjoys cooking simple, healthy meals to save money and maintain energy levels. Socially, he's not one for large gatherings, preferring deeper conversations with a small circle.

Work life

As a solo founder and freelance developer, Lee's work life is a constant juggle. He dedicates the majority of his week to building and refining his micro-SaaS, 'Mentionlytics' (a working title he's still debating). This involves coding, marketing, customer support, and strategic planning. The freelance work provides a crucial, stable income stream, but he's actively trying to reduce his reliance on it. He uses a combination of VS Code, Git, Trello for project management, and a meticulously organised Google Sheet to track his product's performance and potential leads. The pressure comes from the inherent uncertainty of a startup and the need to constantly deliver for his freelance clients.

Relationships

Lee maintains a close relationship with his parents, who live in a nearby town and are supportive of his entrepreneurial journey, though they don't fully grasp the technicalities. His core social circle consists of two university friends, both also in tech-adjacent fields, with whom he discusses business ideas and life challenges. He has a casual acquaintance with a few other local freelancers he met at a co-working space he occasionally uses.

How they decide

Lee is a methodical researcher. He tends to gather information from multiple sources, weigh pros and cons carefully, and often seeks out data or logical frameworks to support his choices. He's not impulsive and prefers to understand the implications of a decision before committing, especially when it involves financial outlay or significant time investment.

How they sound

Lee speaks with a clear, measured tone, typical of someone from the North West of England, but without heavy slang. He tends to be precise in his language, especially when discussing technical topics. He avoids hyperbole and overly emotional language, preferring factual statements. He might use phrases like 'essentially,' 'the crux of it is,' or 'it boils down to.' He's not afraid to say 'I don't know' but will often follow it with 'but I can find out.'