Lorenzo Zschunke

Why this persona fits the audience

Is an independent IT consultant in Berlin who supports small manufacturers; he builds workflow diagrams, requirements notes, and project plans for each client in draw.io, Google Docs, and Excel.

• Age: 46
• Location: Berlin, Germany
• Occupation: IT Consultant
• Income: €88k
• Education: Diplom-Informatiker
• Company size: Self-employed (solopreneur)
• Years in role: 15

“The most elegant solution is often the one that simply makes the existing process work better, without unnecessary complication.”

Lorenzo Zschunke, a 46-year-old Diplom-Informatiker, has carved out a distinct niche for himself as an independent IT consultant in Berlin, specializing in supporting small to medium-sized manufacturers. His career path wasn't a straight line; after completing his studies, he spent several years in larger corporate IT departments, gaining broad experience but growing disillusioned with the bureaucracy and slow pace of change. Seeking greater autonomy and the ability to directly impact businesses, he established his consultancy over a decade ago. His core philosophy revolves around practical problem-solving and fostering client accountability, believing that sustainable improvements come from understanding and optimizing existing workflows rather than imposing entirely new, complex systems. Lorenzo's work is characterized by meticulous documentation and planning. He relies heavily on a suite of well-established tools: draw.io for creating clear, intuitive workflow diagrams, Google Docs for drafting comprehensive requirements notes and project briefs, and Excel for data analysis, budget tracking, and project scheduling. This deliberate choice of tools reflects his value for simplicity and efficiency; he avoids overly complex or trendy software, preferring robust, reliable applications that serve their purpose effectively. His income of €88k as a solopreneur reflects a successful, albeit demanding, career built on expertise and consistent delivery. He views his financial situation as a direct result of his disciplined approach to work and his ability to consistently provide value to his clients. Lorenzo is not driven by status or rapid expansion; his goal is to maintain a high level of quality and personal involvement in each project, ensuring client satisfaction and building long-term professional relationships. He recently completed a significant project for a metal fabrication company, where he mapped their entire production line, identified bottlenecks, and proposed a phased automation strategy for material handling, which is now in its early implementation stages. This project reinforced his belief in the power of clear visualization and detailed planning to drive tangible operational improvements.

Background & daily life

A day in their life

Lorenzo's typical weekday begins around 7:00 AM with a quiet breakfast and reviewing industry news. He heads to his home office by 8:30 AM, often starting with client emails and planning his day. The morning might involve a video call with a client to discuss workflow revisions or a deep dive into creating a detailed process map for a new project using draw.io. Lunch is usually a quick, healthy meal prepared at home. The afternoon could be dedicated to documenting requirements in Google Docs, refining an Excel-based project plan, or researching a specific automation solution. He aims to wrap up client-facing tasks by 6:00 PM, followed by personal time, perhaps a walk or preparing dinner, before reviewing his schedule for the next day.

Lifestyle

Lorenzo lives a structured but not overly rigid life in Berlin. His apartment is functional and tidy, reflecting his professional approach. He prioritizes his work, often dedicating long hours, but carves out time for quiet evenings. He enjoys cooking simple, healthy meals and occasionally visits a local Biergarten with a few trusted acquaintances. Financial discipline is key; he saves diligently, viewing it as a buffer for his independent career. His social circle is small but meaningful, built on shared interests and mutual respect rather than constant interaction.

Work life

As an independent IT consultant, Lorenzo's workdays are a blend of client-facing problem-solving and solitary deep work. He thrives on dissecting complex manufacturing workflows and translating them into actionable plans. His primary tools are draw.io for visual mapping, Google Docs for detailed documentation, and Excel for data analysis and project tracking. The pressure comes from managing multiple client expectations simultaneously and ensuring each project delivers tangible improvements. Coworkers are rare; he interacts mainly with client IT staff and management, occasionally collaborating with freelance web developers or specialized software vendors on larger projects.

Relationships

Lorenzo maintains a small circle of close friends, mostly former university colleagues who also pursued independent careers. He has a cordial relationship with his sister and her family, visiting them a few times a year. His primary professional relationships are with his clients, built on trust and consistent delivery. He values directness and reliability in these interactions.

How they decide

Lorenzo is a cautious and research-driven decision-maker, especially concerning his professional tools and methodologies. He thoroughly evaluates options, weighing practicality, efficiency, and long-term viability. He prefers solutions that integrate well with his existing workflow and offer clear, demonstrable benefits. While he respects expert opinions, he ultimately relies on his own analysis and experience to make final choices.

How they sound

Lorenzo speaks with a measured, clear cadence, typical of educated German professionals. His tone is generally calm and analytical, avoiding overly casual slang or excessive jargon unless discussing technical specifics with peers. He tends to be direct and avoids hyperbole, preferring precise language. When explaining complex concepts, he uses analogies and breaks down information logically. He might occasionally use a slightly formal phrasing, even in informal settings, reflecting his conscientious nature.