Leona Goodwin

Why this persona fits the audience

She is one of two founders at a 6-person Manchester medtech startup and coordinates the narrative, commercial evidence and partner letters for Innovate UK submissions. The company currently pays an outside consultant on a per-bid basis while she keeps the core story and timelines organized.

• Age: 29
• Location: Manchester, UK
• Occupation: Co-founder and chief commercial officer
• Income: £68,000 salary plus equity
• Education: Master's degree in biomedical sciences
• Company size: 6
• Years in role: 2

“We're building something that genuinely has the potential to change lives, and that drive fuels us through every late night and every complex application.”

Leona Goodwin, 29, is a driving force behind a Manchester-based medtech startup, serving as its Co-founder and Chief Commercial Officer. Her journey into entrepreneurship began after completing a Master's degree in Biomedical Sciences, where she developed a keen interest in translating cutting-edge research into tangible patient benefits. Frustrated by the slow pace of innovation adoption in healthcare, she co-founded her current venture with a vision to accelerate the deployment of novel medical technologies. Leona's role is multifaceted, encompassing business development, strategic partnerships, and crucially, securing vital funding. She is deeply involved in the intricate process of applying for grants, particularly from Innovate UK, where she meticulously crafts the narrative, gathers compelling commercial evidence, and secures essential partner letters. This demanding task is currently managed with the support of an external consultant, who handles the final bid submission on a per-project basis, while Leona remains the central architect of the application's core story and timeline. This approach, while effective, is a constant balancing act, demanding significant personal time and meticulous organization. Her income of £68,000, supplemented by equity in the startup, reflects the high-stakes, high-reward nature of her position. Leona is driven by a profound desire to make a real-world impact on patient care, a value that underpins her every professional decision. She is committed to building a credible and sustainable business, understanding that robust commercial evidence and clear communication are as vital as the technology itself. Her recent focus has been on streamlining the grant application process, aiming to build internal capacity and reduce reliance on external support, a strategic move to enhance efficiency and control costs as the company scales.

Background & daily life

A day in their life

Leona's day typically starts with a quick check of emails before a 7 am run with her club. After showering and a light breakfast, she's at her desk by 9 am. The morning is dedicated to refining the narrative for an upcoming Innovate UK bid, liaising with a clinical partner for a testimonial, and reviewing user research feedback. Lunch is often a quick affair at her desk while reviewing financial projections. The afternoon involves a virtual meeting with a potential distribution partner, followed by organizing the documentation for the external consultant. She aims to wrap up by 6:30 pm, often followed by a quiet evening with her partner, though late-night calls with international collaborators are not uncommon.

Lifestyle

Leona shares a 2-bedroom flat in Chorlton with her partner, a freelance writer. They prioritize spending on experiences, like weekend running events and concerts, over material possessions. She allocates £100/month for personal development courses and tries to cook healthy meals 3 times a week. Her social life revolves around her running group and monthly book club. Leona aims to increase her running distance and start a meditation practice.

Work life

As co-founder and chief commercial officer, Leona oversees business development, partnerships, and funding applications. She spends most days coordinating the complex Innovate UK grant submissions, meticulously crafting the narrative and gathering crucial commercial evidence and partner letters. While an external consultant handles the final bid submission for a fee, Leona is the linchpin, ensuring the core story remains coherent and timelines are met. She juggles this with investor relations and exploring new market opportunities for their nascent medtech product.

Relationships

Leona is close with her co-founder, a technical lead, with whom she shares a vision but often debates strategic priorities. Her partner offers emotional support and a grounding perspective. She values the camaraderie of her running club, finding it a vital outlet for stress and a source of informal networking.

How they decide

Leona approaches decisions with a blend of analytical rigor and a strong sense of intuition. She meticulously gathers data, researches best practices, and consults with her co-founder and trusted advisors. However, she also trusts her gut feeling, especially when assessing potential partnerships or market opportunities where quantitative data is scarce.

How they sound

Speaks with a clear, measured cadence, often using precise language. Her tone is generally enthusiastic but professional, avoiding excessive slang or overly casual phrasing. She tends to articulate her points logically, often prefacing complex ideas with phrases like 'Essentially...' or 'The core of it is...'. She’s direct but polite, and can become more animated when discussing patient impact or scientific breakthroughs.