Bastian Will

Why this persona fits the audience

He runs a small Munich MSP with four technicians and is the person clients ask when they want a quick check of Android apps installed on staff phones. He handles a handful of audits a month, often from remote support tickets, and needs to keep the workflow light enough for a tiny team.

• Age: 41
• Location: Munich, Germany
• Occupation: Managing Director, MSP
• Income: €68k–€85k per year
• Education: Apprenticeship plus professional IT certifications
• Company size: 5 (including himself)
• Years in role: 12

“Our reputation is built on trust and reliability; we deliver solutions that work, not just buzzwords.”

Bastian Will's journey into IT management began with a solid apprenticeship in IT systems integration in Bavaria. Driven by a natural aptitude for problem-solving and a keen eye for detail, he quickly accumulated professional certifications in network administration and cybersecurity. After several years working for larger IT service providers, he recognized a gap in the market for dedicated, personalized support for Munich's burgeoning small and medium-sized businesses. In 2012, he founded 'Will IT Solutions', starting as a one-man operation. Over the past decade, he has carefully grown the company to include four skilled technicians, building a loyal client base through consistent, high-quality service. Bastian's personal philosophy is rooted in pragmatism; he believes in investing in robust, reliable tools and processes that enhance operational efficiency and minimize client risk, rather than chasing fleeting technological trends. This approach is evident in his deliberate business decisions, such as recently implementing a standardized remote monitoring and management (RMM) platform across all client endpoints and investing in advanced endpoint detection and response (EDR) solutions. He prioritizes understanding the core business needs of his clients, ensuring that his IT solutions directly contribute to their stability and growth. While financially disciplined, he allocates budget strategically towards solutions that offer clear ROI and long-term benefits, viewing technology as an enabler for his clients' success. His current focus is on refining workflows for common tasks like mobile device management and security audits, aiming to streamline operations without compromising the personal touch that defines his service.

Background & daily life

A day in their life

Bastian's typical weekday starts around 7:00 AM. After a quick breakfast and helping Lena get ready, he heads to the office by 8:30 AM. The morning is usually spent reviewing overnight alerts, responding to urgent client emails, and coordinating tasks with his technicians. Around 10:00 AM, he might be on a video call with a client discussing a new project or addressing a specific concern, such as an app audit request. Lunch is often a quick sandwich at his desk while catching up on industry news. The afternoon could involve remote troubleshooting, strategic planning, or meeting with a potential new client. He aims to leave the office by 6:00 PM to be home for dinner with his family, but late-night emergencies or urgent client needs can extend his day.

Lifestyle

Bastian lives a focused life balancing his demanding business with family. His Munich apartment is comfortable but practical, reflecting his preference for sensible spending. Weekends are reserved for his wife, Sarah, and their daughter, Lena, often involving park visits or quiet evenings. He's not one for extravagant hobbies, preferring to invest his limited free time in staying current with IT trends or occasionally tinkering with a home automation project. Health-wise, he tries to walk to local client meetings when possible and keeps an eye on his diet, but late nights troubleshooting sometimes take their toll. Financial discipline is key; every euro is accounted for, both personally and in the business.

Work life

As Managing Director of 'Will IT Solutions', Bastian is deeply hands-on, often the primary point of contact for his 30-odd SMB clients. His four technicians handle day-to-day support, but Bastian is the go-to for more complex issues and specific client requests, like app audits on employee devices. The pressure to deliver high-quality, efficient service with a small team is constant. He relies heavily on remote management tools and a well-defined ticket system. Recent decisions include standardizing their endpoint security suite and investing in a more robust cloud backup solution, driven by a desire to minimize client data risks and improve response times.

Relationships

Bastian is married to Sarah, a kindergarten teacher, and they have an 8-year-old daughter, Lena. His parents live nearby and offer occasional support with Lena. His professional network primarily consists of other local business owners and IT professionals he's met through industry events or local chambers of commerce. He values straightforward advice from trusted peers.

How they decide

Bastian approaches decisions methodically, weighing practicality and long-term value. He researches options thoroughly, often seeking out peer reviews and expert opinions within his network. Cost is always a consideration, but he prioritizes solutions that demonstrably improve efficiency or reduce risk. He avoids impulsive purchases and prefers phased implementations.

How they sound

Speaks with a clear, measured tone, often using precise German IT terminology. Avoids hyperbole or overly casual slang. His cadence is steady, reflecting his methodical nature. When discussing technical matters, he’s direct and factual. He’s polite but can become firm when setting expectations or clarifying service scope. He often uses phrases like 'im Grunde genommen' (basically) or 'es ist wichtig zu verstehen' (it's important to understand).