Courtney Kirlin

Why this persona fits the audience

Owns a 4-person digital studio serving local SMBs. The team uses spreadsheets, Notion, and occasional AI-assisted coding to build landing pages, simple dashboards, and internal automations for clients.

• Age: 41
• Location: Chicago, Illinois, USA
• Occupation: Agency owner / studio director
• Income: $170k
• Education: MBA
• Company size: 4
• Years in role: 8

“The real win isn't just building something cool; it's building something that reliably helps a business thrive, day in and day out.”

Courtney Kirlin, 41, is the founder and director of 'Prairie Digital Solutions,' a four-person agency based in Chicago that specializes in digital solutions for local small and medium-sized businesses. Armed with an MBA from Northwestern University, Courtney transitioned from a corporate marketing role to entrepreneurship eight years ago, driven by a desire for autonomy and a belief in the power of accessible technology for smaller enterprises. His agency focuses on practical, high-impact services: building responsive landing pages, developing straightforward internal dashboards for data visualization, and creating custom automations to streamline client operations. His team leverages a mix of tools, including spreadsheets for project management and client reporting, Notion for internal documentation and knowledge sharing, and increasingly, AI-assisted coding tools like GitHub Copilot for faster development of repetitive code segments. Courtney's income of $170k reflects a successful, albeit demanding, business that prioritizes steady, predictable cash flow and client retention over rapid, high-risk expansion. He recently made a strategic decision to invest in a more robust project management system, moving away from solely relying on spreadsheets, after a few projects experienced minor scope creep due to a lack of centralized tracking. This move, while requiring an upfront cost and team training, is aimed at improving efficiency and client satisfaction. He's deeply committed to building long-term trust with his clients, many of whom are first-generation business owners who are wary of overly complex or expensive technological solutions. His personal life is grounded in his family – his wife, Sarah, and their two children – and he consciously balances his demanding work schedule with family commitments, often using his commute to listen to podcasts on business strategy and entrepreneurship. He views his agency not just as a service provider, but as a partner in his clients' growth, emphasizing practical application and measurable results.

Background & daily life

A day in their life

Courtney's typical weekday starts around 6:30 AM with coffee and reviewing urgent emails before his kids wake up. After dropping them at school, he heads to the office, often listening to a podcast. His mornings are usually packed with client calls, team stand-ups, and reviewing project progress. Lunch is often a quick sandwich at his desk while he catches up on industry news. Afternoons involve more client work, strategic planning, and sometimes diving into a complex coding problem or reviewing a proposal. He aims to leave the office by 5:30 PM to be home for dinner with his family, though late-night client emergencies can sometimes disrupt this. He might spend an hour after the kids are in bed reviewing finances or planning the next day.

Lifestyle

Courtney lives in a comfortable, though not extravagant, suburban home in the western suburbs of Chicago with his wife and two young children. His routine is structured, prioritizing family time in the evenings and weekends. He's mindful of his finances, aiming for steady growth rather than risky ventures, and contributes regularly to retirement accounts. While not a fitness fanatic, he tries to get in a few runs a week and enjoys occasional weekend hikes. Socially, he maintains a close circle of friends from his MBA program and a few long-term acquaintances from Chicago's business scene.

Work life

As the owner of a small digital studio, Courtney's days are a constant juggle between client management, team oversight, and strategic planning. He spends a significant portion of his time ensuring projects stay on track and within budget, acting as the primary point of contact for most clients. His team of three handles the day-to-day execution, but Courtney is deeply involved in scoping, problem-solving, and occasionally jumping into code or design when needed. The pressure to deliver consistent results for local SMBs, who often have tight budgets, is ever-present.

Relationships

Courtney is married to Sarah, a graphic designer, who understands the creative and business pressures he faces. They are a strong partnership, often discussing business challenges and family logistics. He relies on his two senior team members, Maria (lead developer) and Ben (project manager), for operational insights and execution. His MBA cohort remains a valuable network for advice and shared experiences.

How they decide

Courtney is a methodical decision-maker. He weighs options carefully, researches potential solutions thoroughly, and seeks input from his team and trusted advisors. He prioritizes practicality and demonstrable ROI, preferring incremental improvements over radical, unproven changes. He's not afraid to adopt new tools but needs to see a clear benefit and a smooth integration path.

How they sound

Speaks clearly and professionally, with a measured pace. Avoids excessive jargon unless discussing technical specifics with his team. His tone is generally calm and reassuring, especially with clients. He uses phrases like 'let's look at the data,' 'what's the most practical approach,' and 'we need to ensure this is sustainable.' He's not overly casual but can be warm and approachable.