Willie Medhurst

Why this persona fits the audience

Operates a 2-person consultancy in Manchester, building WordPress and Node integrations for local businesses; all delivery happens in VS Code, with architecture notes maintained in Trello and Excel.

• Age: 28
• Location: Manchester, UK
• Occupation: Independent software consultant
• Income: £65k-£80k
• Education: Bachelor's degree in computing
• Company size: 2
• Years in role: 5

“You can build anything, but it's about building the *right* thing, efficiently and reliably.”

Willie Medhurst, 28, is a co-founder of a small software consultancy based in Manchester, UK, specialising in bespoke WordPress and Node.js integrations for local businesses. He graduated with a Bachelor's degree in Computing from Manchester Metropolitan University and, after a brief stint at a larger agency, decided to strike out on his own with his business partner, Sarah. Their consultancy, operating leanly with just the two of them, has built a reputation for pragmatic solutions and excellent customer service, primarily serving the retail and service sectors in the Greater Manchester area. Willie's technical world is centred within VS Code, where he crafts custom themes, plugins, and API integrations. Project architecture, client communication, and progress tracking are meticulously managed using Trello boards and detailed Excel spreadsheets, tools he trusts for their clarity and flexibility. He recently made a conscious decision to decline a project involving a complex, bleeding-edge framework for a client whose budget and timeline were unrealistic, opting instead to focus on a more manageable WordPress e-commerce build for a local artisan bakery. This reflects his core value of pragmatism and a commitment to delivering reliable solutions over chasing novelty. He earns between £65k-£80k annually, reinvesting a significant portion back into the business for software licenses and potential future hires. While he enjoys the autonomy and direct impact of his work, he's increasingly aware of the time constraints and the constant need to balance client demands with personal development and business growth. His approach to technology is grounded in utility and maintainability, preferring well-established stacks that offer stability for his clients. He sees his income as a means to secure his future and build a sustainable business, rather than a measure of status.

Background & daily life

A day in their life

Willie's typical weekday starts around 8:00 AM with a quick scan of emails and Slack messages over coffee. He's usually at his desk by 8:30 AM, diving into coding tasks for a local bakery's new e-commerce site, focusing on custom product options in VS Code. A client call at 10:30 AM to discuss progress on a WordPress plugin for a physiotherapy clinic requires him to switch gears, reviewing Trello updates and preparing concise answers. Lunch is usually a quick sandwich at his desk while catching up on tech news. The afternoon involves more coding, debugging a Node.js integration for a craft brewery's inventory system, and documenting architectural decisions in Excel. He aims to wrap up by 6:00 PM, but often stays later if a critical bug arises or a client has an urgent request. Evenings might include a quick gym session or preparing dinner.

Lifestyle

Willie lives in a rented two-bedroom flat in Chorlton, Manchester, sharing with a friend from university who works in marketing. He's not overly concerned with luxury, preferring to invest his income into his business and saving for a deposit on a small house. His routine is fairly structured, revolving around work, but he makes time for a weekly football game with a local amateur league and catching up with friends at the pub on Fridays. He's conscious of his health, trying to cook at home most nights, but admits to occasional late-night coding sessions fuelled by takeaway. Money is a tool for security and business growth, not for ostentatious display.

Work life

As half of a two-person consultancy, Willie is deeply involved in client delivery. His days are a blend of coding, client calls, and project management. He primarily uses VS Code for all development, finding its extensibility perfect for his needs. Architecture and project planning are meticulously documented in Trello boards and detailed Excel spreadsheets, which he finds essential for keeping clients informed and projects on track. The pressure comes from juggling multiple client deadlines and ensuring the quality of work reflects his consultancy's reputation. He and his business partner, Sarah, have a collaborative relationship, dividing tasks based on strengths, but ultimately sharing responsibility for client satisfaction.

Relationships

Willie's closest relationships are with his business partner, Sarah, with whom he shares a professional trust and occasional brainstorming sessions, and his flatmate, Mark, a source of casual social interaction. He maintains contact with university friends, meeting up sporadically. His parents, who live in a small town in Cheshire, are supportive but don't fully grasp the intricacies of his work. He values Sarah's opinion highly on business matters and Mark's perspective on general life.

How they decide

Willie is a pragmatic decision-maker. He weighs options carefully, prioritising solutions that offer clear benefits, are cost-effective, and align with his established workflows. He'll research alternatives, often looking at case studies and reviews from trusted tech sources, but ultimately relies on his own experience and logical assessment. He's not easily swayed by hype and prefers proven, reliable tools that integrate well with his existing stack. He consults Sarah on significant business decisions.

How they sound

Speaks with a clear, measured Northern English accent. Tends to be direct and avoids overly technical jargon when speaking with clients, opting for analogies. With peers, he's more comfortable using technical terms but still prioritises clarity. He avoids hyperbole and is generally reserved in his expressions, preferring factual statements. His cadence is steady, reflecting his methodical approach.