Howard Heller

Why this persona fits the audience

He manages a 3-person automation agency in Manchester that builds internal chat assistants for local professional-services clients. For memory and context, the team currently relies on hand-maintained prompt docs, CSV exports, and a competitor they trialled on one client account, all within narrow client budgets.

• Age: 39
• Location: Manchester, UK
• Occupation: Technical Director, Automation Agency
• Income: £72k
• Education: B.Sc. Information Systems
• Company size: 3
• Years in role: 5

“It's all about building something that works reliably, day in, day out. Clients trust us to solve their problems, not to chase the latest shiny tech.”

Howard Heller, 39, is the Technical Director and co-founder of a small automation agency based in Manchester, UK. Holding a B.Sc. in Information Systems, he transitioned from a brief stint in corporate IT to establish his own firm five years ago, focusing on AI-driven solutions for local professional services. His agency, currently a lean team of three, specializes in developing bespoke internal chat assistants designed to streamline client interactions and internal workflows for law firms, accountancies, and consultancies. Howard's approach is deeply rooted in practicality and reliability; he understands that his clients, often operating on tight budgets, need solutions that deliver tangible efficiency gains without excessive cost or complexity. This ethos directly shapes his team's current technical stack and operational challenges. For managing the crucial aspects of AI memory and context – ensuring assistants recall relevant information and disregard the irrelevant – they currently rely on a patchwork of methods. This includes meticulously maintained, hand-updated prompt documentation, exporting conversation logs to CSV files for manual analysis and refinement, and a recent, somewhat fraught, trial of a competitor's product on a single client account. The competitor solution proved to be expensive and difficult to integrate seamlessly, reinforcing Howard's pragmatic, cost-conscious approach. He's driven by a desire to build robust, dependable systems, valuing client trust above all else. His personal life is centered around his partner, Emma, their young daughter Sophie, and a passion for Manchester City football. He balances his demanding professional life with a commitment to family and a quiet enjoyment of good coffee and reading, always seeking ways to optimize processes, both in his work and his personal routines.

Background & daily life

A day in their life

Howard's day typically starts around 6:30 AM with coffee and catching up on industry news. After getting his daughter, Sophie, ready for nursery, he heads to the small office space they rent in a Manchester business park. His mornings are usually spent in client calls or deep-diving into technical architecture for new projects. Afternoons involve code reviews, mentoring Liam and Chloe, and troubleshooting any issues with deployed assistants. He tries to wrap up by 6 PM to be home for dinner with Emma and Sophie, often spending an hour after they're in bed reviewing documentation or planning the next day's tasks.

Lifestyle

Howard shares a flat in Manchester's Chorlton area with his partner, Emma, and their 3-year-old daughter, Sophie. They enjoy cooking and trying new recipes together. He's a keen amateur footballer and follows Manchester City with a passion. Howard values his morning routine, which includes a 30-minute coffee and news-reading session before getting Sophie ready for nursery. He's been meaning to improve his home office setup and invest in a better coffee machine, but prioritizes family expenses and business reinvestment.

Work life

As Technical Director at his automation agency, Howard oversees a team of three, including two junior developers and a project manager. They work with local professional services firms – solicitors, accountants, and small consultancies – building bespoke internal AI chat assistants. The core challenge is managing context and memory for these assistants within tight client budgets. They currently rely on meticulously maintained prompt documentation, exporting conversation logs to CSV for analysis, and a trial of a competitor's tool on one account, which has proven costly and complex to integrate.

Relationships

Howard is in a long-term partnership with Emma, a primary school teacher, who provides a grounding influence. They discuss business challenges and life decisions together. His two junior developers, Liam and Chloe, are bright and eager, but require guidance. He values their input but ultimately makes the technical decisions. His parents, retired teachers, live nearby and offer occasional childcare support.

How they decide

Howard is a methodical decision-maker. He thoroughly researches options, weighing technical feasibility against cost and implementation effort. He values peer recommendations and case studies from similar businesses, but ultimately trusts his own analytical judgment and the team's collective experience. He's not prone to impulsive purchases, preferring a phased approach to adopting new tools.

How they sound

Speaks with a clear, measured Northern English accent. Tends to be direct and avoids jargon where possible, especially with clients. Uses phrases like 'right then,' 'the thing is,' and 'we're looking at.' Can be slightly understated in his enthusiasm, but his passion for problem-solving comes through in his detailed explanations. Avoids hyperbole and focuses on practical outcomes.