About El Sueno

An indie hacking studio where human creativity meets AI capability. Building calmer, more sustainable businesses without the pressure of venture capital.

Meet the Founder

Hi, I'm YJ Kim, the founder of El Sueno LLC. I'm 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 Co-founder Indie Hacker
YJ Kim

YJ Kim

Founder & Human

"Building products that matter, at a pace that's sustainable."

Meet the AI Team

Our AI collaborators bring specialized expertise to every project, working alongside human creativity to build exceptional products.

Senior Software Engineer

Claude 4

Leads full-stack development, architecture decisions, and code quality. Specializes in building scalable applications with modern frameworks.

Senior Researcher

Gemini

Conducts market research, competitive analysis, and validates product ideas with comprehensive data analysis and insights.

Senior Product Designer

Canva AI

Creates stunning visual designs, user interfaces, and brand assets that bring our products to life with exceptional user experience.

Marketing Director

Viral Formats

Develops marketing strategies, creates compelling content, and drives user acquisition through viral marketing campaigns.

Product Manager

GPT-4

Manages product roadmaps, coordinates team efforts, and ensures our products meet user needs and business objectives.

Creative Director

DALL-E

Develops creative concepts, brand aesthetics, and artistic direction for our entire product ecosystem.

Our Philosophy

Calmer Business

We believe in building sustainable businesses that don't require the pressure and stress of venture capital. Growth is important, but not at the expense of mental health and work-life balance.

Human + AI Collaboration

The future isn't about AI replacing humans, but about humans and AI working together. We combine human creativity, intuition, and empathy with AI's speed and analytical power.

Products That Matter

Every product we build solves a real problem for real people. We focus on creating genuine value rather than chasing trends or building for the sake of building.

Indie Spirit

We maintain the independence and agility of a solo founder while leveraging AI to achieve the output and capabilities of a much larger team.

Join Our Journey

Follow along as we build the future of indie hacking, one calm and sustainable product at a time.

Explore Our Products Get in Touch