Muriel Tillman

Why this persona fits the audience

She runs an Etsy shop plus a simple standalone site for repeat buyers and email capture, with most marketing done after work and on weekends. She uses a free mailing list form, basic discount codes, and occasional manual announcements, and she is comfortable with tools that plug in without requiring a lot of setup time or ongoing management.

• Age: 26
• Location: Columbus, Ohio, US
• Occupation: Part-time maker and online seller
• Income: $36,000/year
• Education: Some college
• Company size: Sole proprietor
• Years in role: 3 years

“I just love the idea of building something with my own two hands, and then seeing other people connect with it. It’s a slow build, but it feels real.”

Muriel Tillman is a 26-year-old woman living in Columbus, Ohio, where she rents a modest apartment with a roommate. Her income hovers around $36,000 per year, a sum primarily generated from a part-time administrative role and her burgeoning online business. She pursued some college but found it wasn't the right path for her immediate goals, opting instead to build practical skills through her creative endeavors. Three years ago, she launched her Etsy shop, selling uniquely designed stationery and art prints, and later added a simple standalone website to cultivate repeat customers and build an email list. This dual approach reflects her values of flexibility and self-employment, allowing her to nurture her creativity on her own terms. Most of her business-related marketing efforts occur during evenings and weekends, a testament to her dedication and her 'side-hustle' mindset. She's comfortable with technology that integrates smoothly without demanding a steep learning curve or constant upkeep, preferring tools that plug in and work. Recently, she's been focused on refining her email marketing strategy, experimenting with basic discount codes and manual announcements, aiming to improve engagement without overwhelming her limited bandwidth. Muriel is driven by a desire for creative fulfillment and a long-term goal of achieving financial independence through her own ventures, viewing each sale and email sign-up as a step toward that aspiration. She values her independence and the freedom to set her own creative direction, even if it means a more financially precarious present.

Background & daily life

A day in their life

Muriel's weekdays typically start with her part-time administrative job, which demands focus on spreadsheets and scheduling. After work, she might grab a quick, healthy dinner. Evenings are her 'business time': she'll spend at least two hours on her Etsy shop or website, perhaps designing a new sticker, updating product photos, or drafting a newsletter. She tries to carve out at least 30 minutes for reading or a short walk to decompress. Weekends are more intensive, with dedicated blocks for creating inventory, packing orders, and doing social media outreach. She also makes time for coffee dates with friends or exploring local craft fairs.

Lifestyle

Muriel shares a two-bedroom apartment in a lively, older Columbus neighborhood with a college student friend. Her income is modest, so she's mindful of expenses, favoring cooking at home and thrifting for clothes and home goods. Weekends are a blend of dedicated work hours for her Etsy shop and social outings with a small group of friends who also have creative pursuits. She enjoys quiet evenings with a book or working on personal craft projects, finding solace in tangible creation. Her focus is on building a sustainable creative career without sacrificing her personal life.

Work life

Her workdays are split between a part-time administrative role at a local non-profit and her growing online business. Evenings and weekends are when her 'maker' hat truly goes on. She spends hours designing, creating, photographing, and listing new items, often fueled by coffee and a desire to improve her shop's visibility. She manages her own website and Etsy store, handling customer service, packing orders, and shipping. The pressure is self-imposed: to grow her income and establish a more stable creative income stream.

Relationships

Muriel relies on a close-knit group of friends, many of whom are also freelancers or pursuing creative side hustles. They often exchange tips and offer moral support. Her parents are supportive but don't fully grasp the nuances of online entrepreneurship. She has a friendly rapport with her roommate, sharing household chores and occasional meals.

How they decide

Muriel tends to research options thoroughly, especially when it comes to tools or significant purchases. She prioritizes solutions that are user-friendly and offer a clear return on investment, even if it's a smaller, incremental one. She's influenced by recommendations from trusted online communities but will test things herself before committing.

How they sound

Speaks clearly and thoughtfully, with a slight midwestern cadence. Uses common internet slang sparingly, like 'super' or 'totally,' but generally maintains a polite and somewhat formal tone in professional contexts. Avoids jargon, preferring simple explanations. Can sound a bit tired if talking about her workload but rallies when discussing her creative passions.