Lori Hoeger

Why this persona fits the audience

Runs a solo coaching practice in Denver and logs session takeaways, commitments, and invoicing notes in Notion and a spreadsheet after each client call. She has never paid for a dedicated call workflow tool and keeps her stack small and familiar.

• Age: 42
• Location: Denver, CO, US
• Occupation: Executive coach
• Income: $95,000
• Education: some graduate study
• Company size: 1 (solo practice)
• Years in role: 10

“My greatest satisfaction comes from witnessing a client unlock their own potential, knowing I played a small part in that journey.”

Lori Hoeger has dedicated the last decade to honing her craft as an executive coach, establishing a respected solo practice in Denver. Her journey into coaching began after a successful, albeit demanding, career in corporate human resources, where she recognized a profound need for personalized guidance and development among leaders. She pursued graduate studies in organizational psychology, which provided a strong theoretical foundation for her practical experience. Driven by a desire for autonomy and a deep commitment to her clients' progress, Lori launched her independent practice, prioritizing a lean operational model. Her current workflow is a testament to this philosophy: she meticulously logs session notes, client commitments, and invoicing details in Notion and a well-organized spreadsheet, a system she has refined over years. This approach reflects her core values of independence, client care, and simplicity, ensuring her focus remains squarely on delivering impactful coaching rather than managing complex software. She deliberately avoids tools that introduce unnecessary complexity or cost, preferring to leverage familiar, accessible platforms. Lori's decision to maintain this streamlined stack is rooted in her belief that the most effective tools are those that fade into the background, allowing for seamless execution of her coaching practice. She recently considered a more integrated CRM but ultimately decided against it, finding her current system, while requiring manual input, to be perfectly adequate and less disruptive. Her income supports a comfortable, independent lifestyle, allowing her to invest in professional development and personal interests like hiking in the Colorado mountains and exploring local history. She views her practice not just as a business, but as a vehicle for fostering meaningful growth and positive change in the professional world.

Background & daily life

A day in their life

Lori's typical weekday begins around 6:30 AM with a quiet breakfast and reviewing her schedule. Her first client session, often virtual, starts at 9:00 AM. She dedicates 15-20 minutes immediately after each call to jotting down key takeaways, client commitments, and any follow-up actions in Notion. Lunch is usually a simple, healthy meal eaten at her desk while catching up on emails or reading industry articles. Her afternoon might include two more client sessions, interspersed with administrative tasks like invoicing or preparing for upcoming client engagements. She aims to wrap up client work by 5:00 PM, often followed by a walk or a brief period of journaling before preparing a simple dinner. Evenings are for personal time, perhaps reading a business book or engaging in a hobby.

Lifestyle

Lori lives in a well-maintained condo in Denver's Highlands neighborhood, enjoying the proximity to trails and local shops. Her mornings typically start with a quiet cup of tea and reviewing her journal entries from the previous day. She prioritizes her physical and mental well-being, often fitting in a brisk walk or a yoga session. Socially, she prefers intimate gatherings with close friends over large parties. Financially, she's a saver, consistently contributing to her retirement fund and maintaining a healthy emergency buffer, preferring to invest in experiences and personal development over material possessions.

Work life

As a solo executive coach, Lori's workdays are intensely client-focused. She manages her entire practice, from client acquisition and onboarding to session delivery and administrative follow-up. Her primary tools are Notion for client notes, session summaries, and tracking commitments, and a meticulously organized Google Sheet for invoicing and client contact information. She values efficiency and a lean operational setup, deliberately avoiding complex software that requires significant setup or ongoing maintenance. The pressure comes from balancing client needs with the business demands of running a solo practice, ensuring consistent income and professional development.

Relationships

Lori maintains strong connections with a small circle of close friends, many of whom are also independent professionals or entrepreneurs. Her parents, who live in Arizona, are a source of quiet support. She occasionally consults with a former mentor, a seasoned coach, for professional guidance. Her clients are her primary professional focus, and she invests significant energy into fostering trust and rapport.

How they decide

Lori is a thoughtful and deliberate decision-maker. She weighs options carefully, prioritizing practicality, long-term value, and alignment with her core values of simplicity and client care. She's not easily swayed by trends and prefers solutions that integrate seamlessly into her existing workflow. She will research alternatives but often defaults to familiar, reliable tools unless a compelling case for change is presented.

How they sound

Lori speaks with a clear, measured cadence. Her tone is calm, empathetic, and professional, with a slight warmth that conveys genuine care. She avoids overly casual slang but is not stiffly formal. She uses precise language, especially when discussing client work or business strategy. She tends to be articulate and thoughtful in her responses, often pausing briefly to formulate her thoughts.