Zeyd de Jonge

Why this persona fits the audience

Co-founded a microbrewery taproom and bottle shop in Utrecht with 13 staff total. Reservations, pickup pre-orders, loyalty stamps, and event nights are handled through a mix of Lightspeed, spreadsheets, and Instagram messages.

• Age: 39
• Location: Utrecht, Netherlands
• Occupation: Co-founder, microbrewery taproom
• Income: €48k–65k
• Education: Bachelor's degree
• Company size: 13 staff
• Years in role: 5 years

“We built this place to share our passion, not to get bogged down in endless admin. There has to be a better way to keep the focus on the beer and the people.”

Zeyd de Jonge, 39, is a co-founder of a thriving microbrewery taproom and bottle shop located in the vibrant city of Utrecht. Holding a Bachelor's degree, Zeyd’s journey into brewing began not as a career path, but as a passionate hobby that quickly evolved into a full-time venture. Five years ago, alongside his business partner Lars, he transformed this passion into 'De Utrechtse Hop', a popular spot known for its quality craft beers and welcoming atmosphere. The taproom employs 13 staff members, a mix of skilled brewers, knowledgeable baristas, and dedicated kitchen personnel. Zeyd’s role is multifaceted, encompassing everything from recipe development and quality control for their brews to managing staff, overseeing inventory, and handling customer relations. He is deeply invested in the local community, actively participating in Utrecht's food and drink scene and fostering a sense of belonging for his patrons. His income, ranging between €48k and €65k, reflects the challenging but rewarding nature of small business ownership in the hospitality sector. He and his wife, Annelies, are mindful of their finances, balancing business reinvestment with family needs. Zeyd’s current operational workflow is a testament to his pragmatic approach, relying on Lightspeed for point-of-sale transactions, extensive spreadsheets for inventory management and staff scheduling, and Instagram for direct customer engagement and event promotion. This hybrid system, while functional, consumes a significant amount of his time and energy, often leading to data discrepancies and a feeling of being perpetually behind. He recently decided to explore more integrated solutions after a particularly chaotic weekend managing a sold-out event where manual order tracking led to significant delays and customer frustration. This experience has solidified his resolve to find a more efficient way to manage reservations, pre-orders, and loyalty programs, freeing him up to focus on the creative and community-building aspects of the business he loves.

Background & daily life

A day in their life

Zeyd's weekday typically starts around 7:30 AM with coffee and a quick check of overnight sales reports and Instagram messages. After dropping his daughter at daycare, he cycles to the taproom, arriving by 9 AM. The morning is spent meeting with his head brewer, reviewing inventory, placing orders, and planning staff shifts. Lunch is often a quick bite at the taproom or a nearby cafe. The afternoon involves customer service, dealing with supplier inquiries, and working on marketing initiatives. He might spend an hour trying to reconcile spreadsheet data with Lightspeed reports. He usually leaves by 6:30 PM, aiming to be home for dinner, but often returns for a few hours if there's a late event or a pressing issue.

Lifestyle

Zeyd lives in a comfortable, slightly older apartment in Utrecht, a short bike ride from his taproom. He's married with one young child, and his weekends are often a blend of family time and managing the busy taproom. He prioritizes quality ingredients in his cooking and enjoys exploring new local restaurants. His income is stable but requires careful budgeting, especially with a growing family and business investments. He’s a regular cyclist, using his bike for both commuting and leisure, often exploring routes along the canals. He values experiences over material possessions, preferring to spend on good food, craft beer, and live music.

Work life

As co-founder, Zeyd's days are a whirlwind of operational management, staff coordination, and strategic planning. He's deeply involved in the day-to-day, from ensuring beer quality and inventory to handling customer interactions and troubleshooting issues. His team of 13 includes brewers, bar staff, and kitchen help. The current system, a patchwork of Lightspeed for POS, spreadsheets for inventory and staff scheduling, and Instagram for customer engagement and event promotion, feels increasingly strained. He spends significant time wrestling with data entry and cross-referencing information, often feeling like he’s playing catch-up. The pressure to maintain high service standards while managing growth is constant.

Relationships

Zeyd is married to Annelies, a graphic designer who occasionally helps with the brewery's branding. They have a young daughter, Lena. His co-founder, Lars, is his closest business confidant. He has a strong network of fellow craft brewers and hospitality professionals in Utrecht and beyond, with whom he exchanges advice and shares industry insights. His parents, retired teachers, are proud but sometimes concerned about the long hours he works.

How they decide

Zeyd tends to be pragmatic and research-oriented when it comes to business decisions. He values input from his co-founder and trusted peers in the industry. While he appreciates innovation, he’s cautious about adopting new tools without understanding their practical application and potential impact on his team and operations. He weighs cost against tangible benefits and prefers solutions that integrate well with his existing workflow.

How they sound

Speaks with a clear, friendly Dutch accent. His tone is generally enthusiastic and passionate when discussing beer or the business, but can become more focused and direct when addressing operational issues. He uses some industry jargon but is good at explaining technicalities. He avoids overly corporate language and prefers direct, honest communication. He might occasionally use a mild Dutch expletive when frustrated with a system glitch.