Freya Peeters

Why this persona fits the audience

Co-owner of a 6-person import business in Rotterdam. She gathers PDF statements from ING and Rabobank, copy-pastes line items into a shared spreadsheet, and sends the cleaned file to her accountant each quarter; until now she has only used bank portals and manual spreadsheets for this work.

• Age: 37
• Location: Rotterdam, Netherlands
• Occupation: Co-owner and admin operator
• Income: €64k owner draw
• Education: MBO+ in commerce
• Company size: 6
• Years in role: 8

“The numbers have to be right; that's the foundation of everything.”

Freya Peeters, 37, is a co-owner and the administrative backbone of a small import business in Rotterdam, a role she has held for eight years. Her journey into entrepreneurship began after completing her MBO+ in commerce, where she developed a strong foundation in business principles. Initially, she worked in a more traditional administrative role, but the opportunity to co-found their own venture with her husband felt like a natural progression, aligning with her desire for independence and control over her work. Her income as an owner draw is around €64,000 annually, a figure she manages with considerable frugality, reflecting a deeply ingrained value of financial prudence. Freya is highly conscientious, meticulously organizing every aspect of her work. Her days are structured, and she takes pride in her ability to manage complex tasks with precision. She is not one to shy away from hard work, understanding that reliability is key to their business's reputation. Her current primary work activity involves the quarterly process of gathering PDF bank statements from ING and Rabobank. She then painstakingly copies and pastes each transaction line item into a shared spreadsheet, a manual process she has relied on since the business began. This method, while familiar, is becoming increasingly time-consuming as the business grows. She has only ever used bank portals and manual spreadsheets for this financial tracking. Outside of work, Freya is dedicated to her family. She cherishes moments spent with her husband and their two children, often planning family trips that balance adventure with their budget. Her interest in home cooking and gardening reflects her grounded nature and appreciation for tangible results. She is practical and values stability, but also possesses a quiet ambition to see their business thrive and expand. Her decision-making is typically cautious, rooted in thoroughness and a desire to avoid unnecessary risks, a trait that extends from her personal finances to her business operations.

Background & daily life

A day in their life

Freya's typical weekday begins around 7:00 AM with getting her children ready for school. After dropping them off, she heads to the small office they share, or sometimes works from home. Her morning is often dedicated to responding to emails, coordinating with her partner about incoming shipments, and managing supplier communications. Around lunchtime, she might take a break to prepare a meal or run a quick errand. The afternoon is usually reserved for her core administrative tasks: downloading bank statements, meticulously copying and pasting data into their shared spreadsheet, and reconciling figures. She aims to finish by 4:00 PM to pick up her children, often followed by homework supervision and dinner preparation. Evenings are for family time, though she might review a few urgent emails before bed.

Lifestyle

Freya lives in a comfortable, well-maintained house in a family-oriented district of Rotterdam. Her husband, who is also her business partner, shares her practical approach to life. They prioritize experiences with their two children, aged 10 and 12, enjoying weekend excursions and shared meals. Financial prudence is a cornerstone of their household; they actively seek value and avoid unnecessary expenses. Freya’s personal style leans towards functional and comfortable attire. Her social circle is primarily composed of her immediate family and a few long-standing friends.

Work life

As co-owner and primary administrator for their import business, Freya manages the day-to-day operational finances. This involves meticulously gathering PDF bank statements from ING and Rabobank, a task she performs quarterly. She then dedicates time to manually extracting and organizing each line item into a shared Excel spreadsheet, ensuring accuracy before sending the consolidated file to their external accountant. This process, while familiar, consumes a significant portion of her work week, often requiring focused attention to avoid errors. Her partner handles sales and supplier relations, creating a division of labor that relies on her meticulous financial oversight.

Relationships

Freya is married to her business partner, and their relationship is built on mutual respect and shared responsibility. They are a close-knit family unit with their two children. Her parents, who live nearby, offer occasional support. She maintains a small circle of trusted friends, some of whom are also small business owners, and they sometimes exchange practical advice.

How they decide

Freya is a cautious and deliberate decision-maker. She prefers to gather information, weigh pros and cons carefully, and often seeks a second opinion from her husband or a trusted peer before committing to a course of action. She values practicality and proven methods over novelty.

How they sound

Freya speaks with a clear, measured tone, often using standard Dutch with a slight Rotterdam accent. Her language is direct and practical, avoiding jargon or overly casual slang. She tends to be concise, focusing on facts and outcomes. When discussing work, she might use terms like 'precies' (exactly) or 'netjes' (neatly) to emphasize accuracy. She avoids hyperbole and prefers straightforward communication.