Software buyers: target customers (?)

Santiago Schinner

Santiago Schinner, 34, is the co-founder and CTO of a four-person B2B SaaS startup based in London. With a BSc in Computer Science, he gravitated towards the challenges of building and scaling technical products from the ground up. His career path has been marked by a desire to create reliable systems, a value deeply ingrained from his early days working on complex projects where downtime was costly. He co-founded his current venture three years ago, driven by the opportunity to build a client portal specifically designed for European businesses, with a strong emphasis on GDPR compliance and data sovereignty. This focus dictates much of his technical strategy, leading them to deploy their primary infrastructure in a Frankfurt region to ensure data stays within the EU. His technical toolkit is pragmatic and lean: Notion for release notes, a shared spreadsheet for tracking environment changes, and a combination of GitHub Actions and Terraform snippets for automated deployments. His income is a blend of a £110k salary and founder equity, reflecting the high-stakes, high-reward nature of startup life. He's conscious of financial planning, prioritising long-term growth over immediate gratification, a mindset honed by the inherent risks of early-stage ventures. Santiago's approach to work is characterized by meticulous planning and a deep commitment to shipping reliably, a trait that extends to his personal life where he applies similar discipline to his climbing training. He's a firm believer in 'privacy by default' and small-team efficiency, constantly seeking ways to optimize their processes without compromising quality or security. This deliberate, methodical approach is his response to the constant pressure to innovate and deliver in a competitive market, ensuring their technology is both robust and compliant.

Chandi Gill

Chandi Gill, 29, is a self-taught coder turned certified engineer who carved out a lucrative niche in the European freelance market from her living room in Bengaluru. With a Bachelor of Engineering in Information Science from a reputable state university, she initially struggled with the saturated local job market, finding corporate roles stifling and bureaucratic. This frustration catalyzed her transition to freelancing five years ago, where she discovered a unique ability to serve EU clients who value cost-effective, high-quality development without the overhead of Western agencies. Today, she operates as a one-woman consultancy, handling 6 to 8 active projects ranging from static brochure sites to complex internal tools. Her workflow is a testament to her resourcefulness; she meticulously maintains a Google Sheet containing deployment checklists that she manually executes across a fragmented infrastructure of budget VPS plans and free-tier monitoring services. Despite earning a robust ₹18 lakh annually, Chandi lives frugally, reinvesting profits into better hardware and education. She is currently navigating the complexities of GDPR compliance on her own terms, often worrying about the fragility of her manual processes compared to automated enterprise solutions. Recently, she decided to automate her billing process using open-source scripts to reduce administrative drag, signaling a growing desire to optimize her time rather than just her code. Her life is a delicate balance of intense technical focus and a deep-seated need for independence, driving her to constantly seek ways to make her solitary work feel less like a grind and more like a streamlined craft.

Hendrik Fietz

Hendrik Fietz, 41, embodies the meticulous pragmatism of a seasoned technologist navigating the complexities of modern software development. Holding a Diplom-Informatiker from a reputable German university, his career has been a steady progression through roles demanding deep technical understanding and a commitment to robust engineering. He spent his early years as a software engineer at a mid-sized enterprise, honing his skills in backend development and database management. This foundational experience instilled in him a profound appreciation for system stability and the long-term consequences of technical debt. Seeking greater autonomy and exposure to cutting-edge challenges, he transitioned into consulting and eventually found his niche as a fractional CTO. For the past three years, he has been instrumental in shaping the technical direction of an 8-person healthtech startup based in Berlin. His current role is defined by the critical responsibility of overseeing a product that stores sensitive patient-adjacent data, necessitating an unwavering focus on EU-only infrastructure and stringent data protection. He operates within the constraints of a startup environment, where innovation must be balanced with fiscal prudence. The team currently leverages a hosted deployment platform, a significant step up from manual processes, but Hendrik remains acutely aware of the lingering inefficiencies. Environment settings are still managed via spreadsheets, and critical credentials reside in a shared password manager – a setup he views as a ticking time bomb. His decision to maintain EU-only infrastructure is non-negotiable, driven by a deep-seated belief in data sovereignty and the legal frameworks designed to protect it. This commitment shapes his technology choices and architectural decisions, prioritizing compliance and auditability above all else. Hendrik’s relationship with time is one of careful allocation; he views wasted time as a direct precursor to errors and missed opportunities. Similarly, his approach to money is conservative, favoring investments in reliable, long-term solutions over flashy, unproven technologies. Status, for Hendrik, is derived not from outward appearances but from the quiet competence and reliability of the systems he helps build and maintain.

Belinda Krajcik

Belinda Krajcik has carved out a niche for herself in the fast-paced world of digital agency operations. After earning her BA in Communications from DePaul University, she initially gravitated towards marketing coordination roles. However, she found herself increasingly drawn to the logistical challenges of bringing digital projects to life. For the past five years, she's been the linchpin at a small Chicago-based design studio, managing the intricate production handoffs for websites and small web applications. Her role is critical: she's the bridge between the studio's creative output and the external contractors who handle the actual coding and deployment, particularly for clients in the European Union. Belinda doesn't write code herself, but she possesses a deep understanding of the development lifecycle and the potential pitfalls that can derail a project. Her primary tools are a meticulously maintained checklist spreadsheet, shared documents, and a constant stream of email and Slack communications. She's learned to anticipate issues, from scope creep to technical glitches, and her calm, analytical approach is essential for keeping clients confident and projects on track. Recently, the studio has taken on more projects requiring GDPR compliance, adding another layer of complexity to her role. Belinda has been researching best practices for data privacy in web development and is actively looking for ways to improve the studio's deployment process to ensure these EU-facing sites are launched smoothly and compliantly. She's pragmatic about her career, focusing on building reliable systems and processes rather than chasing titles. Her income allows for a comfortable life in Chicago, but she's a saver, prioritizing financial security and the eventual goal of homeownership over extravagant spending. Time is her most valuable commodity, and she guards it fiercely, both for her work and her personal life, which includes her cats and her running routine.

Seth Hendriks

Seth Hendriks, 27, is a co-founder and backend engineer deeply immersed in the world of micro-SaaS from his base in Utrecht. Armed with an MSc in Computer Science, he founded his company three years ago with a former university peer, focusing on a niche software solution. His professional identity is inextricably linked to his technical control; he personally manages the deployment of their application across a network of European VPS instances. This hands-on approach extends to his tooling: free CI/CD tiers, custom shell scripts for automation, and a meticulously maintained spreadsheet serve as his operational backbone for tracking customer environments. This system, while functional, is a constant source of low-level anxiety as the user base expands. Seth values lean operations above all, believing that efficiency and direct technical oversight are paramount for long-term success and agility. His income of €58k as a founder draw reflects a deliberate choice to prioritize reinvestment and lean growth over personal wealth accumulation. He sees his current setup not as a temporary workaround, but as a strategic stance, ensuring he understands every layer of his product's stack. Recently, he's been wrestling with the scalability limitations of his manual deployment tracking, a task that consumes an increasing amount of his valuable development time. He’s actively exploring ways to professionalize this aspect without sacrificing the granular control he cherishes, a common tension in his entrepreneurial journey. His MSc provided a strong theoretical foundation, but his current role is a masterclass in applied, pragmatic engineering under resource constraints.

Abraham Aubry

Abraham Aubry is a 45-year-old IT Manager based in Lyon, France, who has spent the last nine years anchoring the technological infrastructure of a boutique accounting firm specializing in services for European businesses. Born and raised in the Rhône-Alpes region, he earned a Master's degree in Information Systems from a prestigious local university, where he developed a deep appreciation for the intersection of legal compliance and technical architecture. His career path was deliberate; after initial stints in large corporate environments that felt impersonal, he moved to smaller firms where his ability to manage both people and servers directly impacted the company's survival. Currently, Abraham operates as the gatekeeper of data integrity for a twelve-person organization. His primary responsibility is ensuring that the firm's client portal remains accessible yet secure, adhering strictly to the General Data Protection Regulation (GDPR). Unlike larger enterprises with dedicated teams, Abraham wears many hats: he is the architect, the administrator, and the auditor. A significant portion of his workload involves coordinating with an external freelance developer who handles specialized coding tasks. This relationship requires Abraham to be exceptionally diligent, as he must document every update, version, and configuration change in detailed Word documents and Excel spreadsheets to satisfy internal audits and client requirements. Abraham's professional philosophy is rooted in stability and practicality. He is deeply skeptical of 'shiny object' syndrome, preferring proven technologies over bleeding-edge solutions that might introduce instability. This caution extends to his choice of hosting providers; he insists on keeping all client data within EU borders, a decision driven by client policy mandates rather than mere preference. His income of €72,000 reflects his seniority and the critical nature of his role, though he manages his finances conservatively, prioritizing security over luxury. Outside of work, Abraham finds solace in the rhythm of Lyon's culture. He is an avid supporter of Olympique Lyonnais, attending matches when possible, and enjoys curating a personal collection of Bordeaux wines, treating the selection process with the same rigor he applies to server configurations. He is a devoted father to two children, balancing his professional demands with family life through strict time management. His personality traits—high conscientiousness and moderate agreeableness—make him a steady presence in his community, known more for his reliability than his charisma. As the digital landscape becomes increasingly complex, Abraham remains committed to building robust, compliant systems that protect the trust placed in his firm.

Misty Jakubowski

Misty Jakubowski, a 33-year-old website operations manager, has carved out a critical niche within the fast-paced world of DTC e-commerce. Raised in a modest household in suburban Ohio, she developed an early appreciation for structure and organization, traits that later fueled her interest in marketing and digital operations. After earning a BA in Marketing from a state university, she moved to Brooklyn, drawn by the city's energy and opportunities. Her career trajectory wasn't linear; she spent a few years in more traditional marketing roles before realizing her knack for the technical underpinnings of online businesses. She found her calling managing website operations, a role she's held for four years at her current company, a 20-person brand selling artisanal goods internationally. Misty is deeply invested in the company’s success, viewing the website not just as a sales channel but as the primary customer experience touchpoint. Her current focus is on optimizing the complex dance of code deployments and ensuring seamless, GDPR-compliant operations for their significant EU customer base. She sees technology as a tool to enable efficiency and reliability, rather than an end in itself. Her salary of $95k allows for comfortable living in Brooklyn, though she remains budget-conscious, prioritizing savings and practical investments. Misty is driven by a desire for order and predictability in her professional life, often finding satisfaction in resolving intricate technical challenges and streamlining processes that others might find daunting. She’s pragmatic about her career, aiming for growth within her company or a similar role, rather than chasing rapid, superficial advancement. Her personal life is grounded in routine and a few core interests, reflecting her conscientious nature.

Paweł Cebula

Paweł Cebula, 33, is a highly conscientious and detail-oriented DevOps contractor based in Wrocław, Poland. Holding an MEng in Computer Science, he transitioned into specialized DevOps work five years ago, finding a niche serving small, agile startups. His current professional life is defined by his role supporting three distinct companies, each with a team of 2 to 10 individuals. Paweł's core activity involves the intricate process of moving applications between EU-based staging and production environments, a task demanding precision and a deep understanding of infrastructure. He meticulously manages client-specific operational procedures, maintaining separate runbooks for each startup within spreadsheets and shared documents, a system he finds functional but increasingly cumbersome. His income of €78k as a contractor reflects his specialized skills and the demand for reliable DevOps expertise in the startup ecosystem. Paweł is driven by a strong sense of responsibility towards his clients' operational stability and a personal commitment to repeatability in his work. He values autonomy, using his expertise to architect robust solutions. He recently decided to consolidate his client documentation into a more unified system, recognizing the growing inefficiency of managing disparate spreadsheets as his client base and the complexity of their deployments increase. This decision stems from his desire for greater efficiency and reduced risk of error. He lives with his partner, Kasia, and prioritizes financial prudence, saving diligently for future investments while enjoying his passion for motorcycles and chess in his limited free time. His approach to technology is pragmatic, focusing on robust, well-documented solutions that minimize manual intervention and maximize uptime.

Lucas Nikolaus

Born and raised in the Greater Manchester area, Lucas Nikolaus developed an early fascination with how things worked, particularly computers. This led him to pursue a BSc in Multimedia Computing at a local university. Upon graduation, he spent a few years working for a larger digital agency, gaining valuable experience in web development and project management, but grew frustrated with the bureaucracy and lack of direct client impact. In 2016, he took the leap and founded Pixel & Byte Studios with a vision to offer more personalized, high-quality web development and hosting services. He started small, working from his home office, and gradually built a team, eventually securing their current Manchester-based studio space. His approach to business is deeply rooted in his technical background; he believes in understanding every layer of the stack, from the code to the server. This hands-on philosophy is why he personally approves all client releases and meticulously manages the studio's infrastructure, even if it means relying on spreadsheets for critical data like server inventory and renewal dates – a practice he acknowledges is a growing risk but one he's managed so far by sheer diligence. He's pragmatic about costs, constantly evaluating the mix of free and paid tools to keep overheads manageable, a necessity given the studio's current income bracket. Lucas is driven by a desire for efficiency and client satisfaction, seeing the studio's success as a direct reflection of his team's ability to deliver reliable, high-performing web solutions. He views time as a valuable commodity, both his own and his clients', and strives to optimize workflows to maximize output and minimize downtime. While he's achieved a level of financial comfort, his focus remains on sustainable growth and building a resilient business rather than ostentatious displays of wealth.

Kenny Schulist

Kenny Schulist is a 36-year-old Product and Platform Lead based in Dublin, Ireland, navigating the turbulent waters of a nine-person SaaS startup. With a background combining a BSc in Computer Engineering and an MBA, Kenny occupies a unique hybrid space between technical execution and strategic oversight. He was hired two and a half years ago to bring structure to a chaotic growth phase, tasked with coordinating deployment workflows between a lean engineering team and external contractors. Despite the company's commitment to European data sovereignty and GDPR compliance, Kenny's daily reality involves a patchwork of tools: a paid third-party service for specific release stages, manual intervention for critical deployments, and a notoriously fragile shared spreadsheet that serves as the single source of truth for environment changes. His professional life is defined by the tension between the need for speed and the imperative of precision. Kenny spends significant time acting as a human firewall, manually verifying data locations and reconciling logs to prevent regulatory breaches. He is acutely aware that the current operational model—relying on a single engineer and manual tracking—is unsustainable as the customer base grows. Recently, he has spearheaded an initiative to document every step of the release process, aiming to eventually migrate away from the spreadsheet dependency toward a more robust, automated infrastructure. This transition is complicated by budget constraints and the limited bandwidth of his small team. Outside of work, Kenny is a man of disciplined routines. A passionate golfer, he views the sport as a metaphor for his work: strategy, patience, and the ability to recover from a bad shot. He lives in Ranelagh with his partner, valuing a home life that offers respite from the digital noise of his job. Financially prudent, he invests in long-term stability rather than immediate gratification. Kenny is respected by his peers for his calm demeanor under pressure and his ability to cut through ambiguity. However, he carries a quiet, persistent anxiety about the fragility of his current systems, driving his relentless pursuit of better processes and clearer communication channels. For Kenny, success is not just about shipping features, but about building a foundation that can withstand the scrutiny of regulators and the demands of a scaling market.