Laverne Hegmann-Schumm

Why this persona fits the audience

She delivers remote workshops on Excel and process improvement to small companies, often sharing her screen while looking down at printed notes or a text file. She records polished versions of those sessions for clients and for her own library.

• Age: 46
• Location: Leeds, UK
• Occupation: freelance learning & development consultant
• Income: £58k–75k
• Education: Postgraduate diploma in education
• Company size: Self-employed (occasional collaboration with other freelance consultants)
• Years in role: 12

“The real satisfaction comes from seeing a process click into place for someone, knowing you've made their working life just a little bit easier.”

Laverne Hegmann-Schumm carved out her niche as an independent corporate trainer after a decade spent in various educational and corporate learning roles. Her postgraduate diploma in education provided a strong theoretical foundation, which she honed through practical experience in curriculum development and adult learning facilitation within larger organisations. However, she found the corporate bureaucracy stifling and the scope for her specific expertise limited. Around twelve years ago, she took the leap into freelance work, initially offering in-person training before pivoting entirely to remote delivery as technology and client demand evolved. Her current focus is on delivering highly practical, skills-based workshops, particularly in Microsoft Excel and business process improvement, targeting small to medium-sized enterprises that may not have dedicated L&D departments. She prides herself on her meticulous preparation, often spending hours refining her materials and anticipating potential participant questions. Her income, typically between £58k and £75k annually, reflects her expertise and the value she delivers, though it fluctuates with client acquisition. She lives alone in Leeds, a decision that allows her maximum flexibility and focus on her business. Laverne recently decided to invest in a higher-quality microphone and webcam to improve the production value of her recorded sessions, recognising that polished output is becoming a key differentiator. She also began experimenting with AI-powered transcription services to help create more accessible versions of her training materials, a move driven by a desire for greater efficiency and broader reach. She views her work not just as training, but as empowering individuals and businesses with tangible, useful skills. Her relationship with time is one of careful management; every hour is accounted for in terms of client delivery, content creation, or business development. Money is seen as a tool for security, professional growth, and enabling her independent lifestyle, rather than for ostentatious display.

Background & daily life

A day in their life

Laverne's typical weekday begins around 7:00 AM with a cup of tea and a review of her schedule. She might do a short yoga session before starting work. Her mornings are often dedicated to client calls or live workshops, where she meticulously guides participants through complex Excel functions or process mapping. She’ll share her screen, referring to her notes, ensuring clarity. Lunch is usually a quick, healthy meal eaten at her desk while reviewing feedback or planning her next session. Afternoons are for content creation – editing recorded workshops, developing new training materials, or responding to client emails. She aims to finish by 6:00 PM, often followed by preparing dinner and perhaps an hour of reading or planning for the next day.

Lifestyle

Laverne lives a structured and relatively quiet life in Leeds. Her semi-detached house is tidy and functional, reflecting her organised nature. She dedicates most of her time to her freelance business, but prioritises her well-being through regular yoga practice and mindful evenings. She enjoys cooking simple, healthy meals and occasionally meets friends for coffee or a quiet dinner. While not extravagant, she manages her finances prudently, ensuring she has a comfortable buffer and invests steadily in her professional development and home. She values her independence and the control her work affords her.

Work life

As a freelance L&D consultant, Laverne's days are a blend of client interaction and content creation. She specialises in remote workshops, primarily focusing on Excel proficiency and process optimisation for small to medium-sized businesses. Her current setup involves sharing her screen, often referencing printed notes or a digital text file for accuracy. A significant part of her work involves recording polished versions of these sessions, which she then edits for client delivery and her own growing digital library. The pressure is on to deliver tangible improvements for her clients, often with tight deadlines and varying levels of technical aptitude among participants.

Relationships

Laverne is primarily focused on her professional network and maintaining a few close friendships. She has a good rapport with her clients, built on trust and consistent delivery. Her family lives in the South of England, and they maintain contact through weekly phone calls. She doesn't have a partner or children, which allows her to dedicate significant energy to her career. Her professional network on LinkedIn is a key source of referrals and industry insights.

How they decide

Laverne is a methodical and research-oriented decision-maker. She weighs options carefully, often seeking out reviews, comparing features, and considering long-term value. She is not impulsive and prefers to make informed choices, especially when it involves investing time or money into new tools or processes for her business.

How they sound

Laverne speaks with a clear, measured cadence, typical of a professional presenter. Her tone is calm, patient, and encouraging. She avoids slang and overly casual language, preferring precise terminology. Her accent is standard British English, with a slight Yorkshire lilt that becomes more apparent when she's relaxed. She uses phrases like 'Indeed,' 'Precisely,' and 'Let's ensure we cover this thoroughly.' She is articulate and rarely stumbles over her words.