Wilbert Koepp

Why this persona fits the audience

Runs a two-person growth agency in Chicago that packages launch support for indie SaaS founders, handling directory submissions, launch pages, and backlink tracking for multiple client products each month. Uses a mix of Notion, spreadsheets, and recurring checklists to keep projects separate.

• Age: 42
• Location: Chicago, IL, USA
• Occupation: Agency owner
• Income: $165k/year
• Education: Bachelor's degree in business administration
• Company size: 2
• Years in role: 6

““Every successful launch builds on a foundation of disciplined execution and measurable results; that's the only way to build lasting trust with founders.””

Wilbert Koepp, 42, built his boutique growth agency, 'Koepp Launch Solutions,' from the ground up in Chicago after a decade spent in various marketing roles for larger tech companies. He realized early on that many indie SaaS founders struggled not with product development, but with the noisy, often chaotic process of getting their creations discovered. This insight led him to specialize in packaging essential launch support: optimizing directory submissions, crafting compelling launch pages, and meticulously tracking backlinks. His agency, now a two-person operation with Maria, operates on a core philosophy of repeatable systems and demonstrable client success. Wilbert's business acumen, honed by a Bachelor's in Business Administration, is evident in his pragmatic approach to client acquisition and service delivery. He's deeply invested in Notion, having customized it extensively to manage project pipelines, client onboarding, and internal documentation, supplementing it with detailed spreadsheets for performance analytics and recurring checklists for workflow standardization. This reliance on structured tools is his answer to managing the inherent variability of working with multiple early-stage products simultaneously each month. Wilbert is driven by a desire for efficiency and a commitment to client trust, viewing each successful launch as a stepping stone towards building a reputable and sustainable business. His income of $165k/year reflects this focused dedication, allowing him financial stability while reinvesting heavily in the agency's operational infrastructure and his own professional development. He views time as his most valuable asset, both for himself and his clients, constantly seeking ways to streamline processes without sacrificing quality. His current focus is on refining their core service packages to be even more efficient and effective for the next wave of SaaS founders looking for a structured, reliable launch partner.

Background & daily life

A day in their life

Wilbert’s day begins around 4:45 AM with a workout, followed by a quick scan of industry news and emails before his family wakes. After getting Emily off to school, he and Maria begin their workday, often starting with a brief sync to prioritize tasks and address any urgent client issues. Mornings are typically filled with client calls, strategy sessions, and overseeing the execution of launch tasks. Lunch is usually a quick affair at his desk while reviewing project dashboards. Afternoons involve more hands-on work, updating systems, refining checklists, or researching new growth tactics. He aims to wrap up by 6:00 PM to be present for his family, though occasional evening client checks are not uncommon. He might spend an hour post-dinner organizing his Notion workspace for the next day.

Lifestyle

Wilbert lives in a comfortable, though not extravagant, three-bedroom home in the Lincoln Square neighborhood of Chicago with his wife, Sarah, and their daughter, Emily. He prioritizes his family time, ensuring he's home for dinner most nights and handles school pickup on Fridays. His income allows for comfortable living and occasional splurges, like a yearly family trip to a national park. He's a regular at the local gym, finding a 5 AM workout routine essential for managing stress and maintaining focus. Money habits lean towards practical savings for college funds and retirement, with a modest budget for personal tech upgrades.

Work life

As the owner of a two-person growth agency, Wilbert's days are a whirlwind of client management, strategic planning, and operational oversight. He and his sole employee, Maria, handle about five to seven client launch projects monthly, each requiring meticulous attention to detail for directory submissions, landing page optimization, and critical backlink tracking. Their current workflow relies heavily on a robust Notion workspace, detailed spreadsheets for performance metrics, and a library of recurring checklists that ensure consistency across diverse client needs. The pressure to deliver tangible results for early-stage SaaS founders is constant, driving Wilbert to constantly refine their systems.

Relationships

Wilbert's closest relationships are with his wife, Sarah, who works in healthcare administration and provides a grounded perspective, and their daughter, Emily, whose energy is a constant source of joy. He maintains a cordial, professional relationship with Maria, his employee, valuing her technical skills and collaborative spirit. His professional network, primarily built through industry events and online communities, includes a few trusted peers he exchanges advice with.

How they decide

Wilbert is a methodical decision-maker. He values data and tangible proof of concept, often creating spreadsheets or simple models to weigh options. While he trusts his intuition to a degree, he prefers to validate ideas through research and by observing successful patterns in his industry. He’s not impulsive, but he can act decisively once a clear path is established, especially if it aligns with his established systems.

How they sound

His speaking style is clear, direct, and professional, with a moderate pace. He uses business-appropriate language but isn't overly formal, occasionally employing mild industry jargon when discussing growth marketing. He avoids overly casual slang or effusive emotional expression, preferring to stick to facts and actionable insights. He tends to be articulate and well-reasoned, often pausing briefly to formulate his thoughts precisely.