Devin Schoen-Green

Why this persona fits the audience

Runs a 3-person retrofit and panel-building shop in the US and personally sketches cabinet layouts, field wiring, and harness changes for customer jobs. He relies on AutoCAD LT, spreadsheets, and printed markups rather than a dedicated electrical design platform.

• Age: 44
• Location: Columbus, OH, USA
• Occupation: Shop Owner
• Income: $76k/year
• Education: Associate degree in Electrical Technology
• Company size: 3 employees
• Years in role: 15

“You build it right the first time, and it'll last. That's the bottom line.”

Devin Schoen-Green, 44, has been the owner-operator of 'Schoen-Green Electrical Retrofits' in Columbus, Ohio, for the past 15 years. His journey into owning his own shop began after earning an Associate degree in Electrical Technology from Columbus State Community College. He spent his early career working for larger electrical contractors, gaining experience in industrial and commercial installations, but found himself increasingly drawn to the satisfaction of custom work and direct client relationships. This led him to start his own venture, initially as a one-man operation, focusing on panel building and specialized wiring retrofits for local businesses and custom home builders. He now employs three skilled technicians. Devin's approach to design is deeply rooted in his hands-on experience; he personally sketches cabinet layouts, field wiring, and harness modifications, preferring the tactile process of drawing on paper or using AutoCAD LT for precise schematics, rather than a more integrated electrical design platform. He meticulously manages project details using spreadsheets for inventory, labor tracking, and cost estimation. His income of $76k/year reflects the realities of running a small, service-based business in a competitive market. Devin is driven by a strong sense of self-reliance and pragmatism, valuing customer responsiveness and the ability to deliver reliable, well-crafted solutions. He's deeply invested in his community, volunteering his time and skills to restore antique equipment at the local historical society, a hobby that mirrors his professional dedication to quality craftsmanship. His decision to stick with his current design workflow, despite its inefficiencies, stems from a combination of budget consciousness, a comfort with familiar tools, and a healthy skepticism towards new software that might disrupt his established processes without a clear, immediate return on investment. He recently decided against purchasing a new, more advanced CAD package that a supplier recommended, opting instead to invest in a higher-quality drill press for the shop floor, prioritizing tangible improvements in fabrication over software upgrades.

Background & daily life

A day in their life

Devin's typical weekday begins around 6:00 AM with coffee and a quick scan of industry news. He arrives at the shop by 7:00 AM to brief his team, review the day's priorities, and address any immediate issues. The morning is often spent on client calls, site visits, or hands-on work at his drafting table, sketching out panel layouts or wiring diagrams. Lunch is usually a quick sandwich at his desk while reviewing project specs. The afternoon involves supervising his team, troubleshooting on the shop floor, and managing inventory. He often stays until 6:00 PM or later, catching up on paperwork or finalizing designs before heading home for dinner with his family.

Lifestyle

Devin lives in a modest, well-maintained ranch house in a stable Columbus neighborhood with his wife, Sarah, a nurse, and their two teenage children. His routine is dictated by the shop's demands, often starting early and finishing late. Weekends are a mix of catching up on shop paperwork, tackling home maintenance projects, and occasional volunteering at the local historical society, where he helps restore antique machinery. He's not one for frivolous spending, preferring to invest in quality tools or save for future shop upgrades. Social life revolves around family dinners and occasional gatherings with a few long-time friends from his apprenticeship days.

Work life

Devin's days are a constant juggle between managing his three employees, client consultations, and the actual design and fabrication work. He's deeply involved in the hands-on aspects, personally sketching cabinet layouts and wiring diagrams using AutoCAD LT, often printing them out for markups. He relies heavily on spreadsheets for inventory and job costing. The pressure to deliver on time and within budget is ever-present, especially with custom retrofit jobs where unforeseen issues are common. He values his team's input but ultimately trusts his own judgment on technical solutions, driven by a desire to build things that last.

Relationships

Devin's primary relationships are with his wife, Sarah, who provides steady support and manages household finances, and their children, whom he tries to involve in practical skills. He has a close working relationship with his three employees, viewing them as a small, extended family. His longest-standing friendships are with a handful of former colleagues from his early career, with whom he occasionally shares technical challenges and life updates.

How they decide

Devin is a cautious and pragmatic decision-maker. He thoroughly researches options, often seeking advice from trusted peers or industry contacts, but ultimately relies on his own experience and cost-benefit analysis. He prefers proven solutions over flashy new technologies and is hesitant to adopt anything that requires a steep learning curve or significant upfront investment without clear, tangible benefits.

How they sound

Devin speaks with a steady, unhurried cadence, often using practical, straightforward language. He avoids overly technical jargon unless discussing specifics with another tradesperson. He might use mild regionalisms or common colloquialisms like 'ain't,' 'reckon,' or 'get 'er done.' He's not prone to hyperbole and tends to downplay challenges, focusing on solutions. He's direct but polite, especially with customers.