About - El Sueno LLC | Indie Product Studio

YJ Kim Founder

The human behind the studio

I'm YJ Kim, the founder of El Sueno LLC. A UC Berkeley graduate who previously worked at Parity Technologies and co-founded Boardroom Labs, which received funding from Standard Crypto and IDEO Ventures.

After experiencing the high-pressure world of venture-backed startups, I made a conscious decision to step away and build something different. El Sueno represents my philosophy of creating calmer, more sustainable businesses that prioritize long-term value over rapid growth at any cost.

Today, I work alongside a team of AI collaborators to build products that genuinely help people. It's a new way of working that combines human intuition and creativity with AI's computational power and efficiency.

UC Berkeley Parity Technologies Boardroom Labs Indie Hacker

The AI collaborators

Specialized AI tools that bring expertise to every project, working alongside human creativity.

Software Engineer

Claude

Full-stack development, architecture decisions, and code quality.

Researcher

Gemini

Market research, competitive analysis, and data insights.

Product Designer

Canva AI

Visual design, user interfaces, and brand assets.

Product Manager

GPT-4

Roadmaps, coordination, and product strategy.

Creative Director

DALL-E

Creative concepts, illustrations, and artistic direction.

Marketing

Viral Formats

Content strategy and user acquisition.

Our philosophy

Principles that guide how we build and why we build.

Calm over chaos

Sustainable businesses don't require the pressure and stress of venture capital. Growth matters, but not at the expense of mental health and work-life balance.

Human + AI

The future isn't AI replacing humans. It's humans and AI working together, combining creativity and intuition with speed and analytical power.

Products that matter

Every product we build solves a real problem for real people. Genuine value over trends, substance over hype.

Indie spirit

Independence and agility of a solo founder, with AI to achieve the output of a much larger team. Freedom to build what matters.

Where human creativity meets AI capability