Why this persona fits the audience
He co-founded an AI sales tooling startup in São Paulo with exactly three people total: him, one machine-learning engineer, and one growth generalist. The company is actively selling to B2B teams, and he handles discovery calls, pricing, and customer pilots.
- Age: 34
- Location: São Paulo, Brazil
- Occupation: Founder/CEO
- Income: R$20k draw, variable
- Education: B.Sc. Computer Engineering
- Company size: 3
- Years in role: 2
“We're building the future of sales, one smart conversation at a time, and if we don't move fast, someone else will.”
Eduardo Santos, 34, is a Brazilian entrepreneur at the helm of an AI sales tooling startup in São Paulo. A Computer Engineering graduate from a reputable Brazilian university, he was always drawn to the intersection of technology and business. After a few years in corporate software development, he felt a pull towards building something tangible. The idea for his current venture sparked from observing inefficiencies in B2B sales processes. He co-founded the company two years ago with Sofia, a brilliant ML engineer, and Felipe, a versatile growth hacker. Together, they operate as a lean, agile unit of three. Eduardo's role is multifaceted: he's the chief evangelist, the primary sales closer, and the strategic visionary. His income, a R$20k monthly draw, is a constant reminder of the precarious financial tightrope startups walk, making every pricing decision and pilot success critical. He lives frugally in a well-located São Paulo apartment, viewing his current sacrifices as investments in future stability and impact. His ambition is palpable; he sees time not just as a resource but as a competitive advantage, pushing himself and his team relentlessly to outpace the market. He's pragmatic, focusing on actionable steps and measurable results, but his openness to new ideas fuels his innovative approach to AI in sales. While status isn't his primary driver, he deeply values building a respected company and achieving significant market traction.
Background & daily life
A day in their life
Eduardo's typical weekday starts around 7:00 AM with a quick check of urgent emails and market news while sipping strong Brazilian coffee. By 8:30 AM, he's in his home office, prepping for his first client discovery call of the day. Mid-morning is often spent strategizing with Sofia on AI model improvements based on recent client feedback. Lunch is usually a quick, healthy meal he prepared the night before. The afternoon is packed with more sales calls, follow-ups, and working sessions with Felipe on lead generation. He might squeeze in a quick BJJ session at his local academy around 7:00 PM, before returning home to review his team's progress and plan the next day, often working until 10:00 PM.
Lifestyle
Eduardo lives in a modern apartment in Vila Mariana, São Paulo, prioritizing convenience and proximity to his office. His draw is modest, so he's mindful of expenses, often cooking at home rather than dining out frequently. Weekends are a mix of intense BJJ training early Saturday mornings, followed by catching up with friends over churrasco, or heading to a beach volleyball game if he can escape the city. He cherishes his small circle of close friends from university. He's actively trying to balance the demanding startup life with personal well-being, occasionally feeling the strain of long hours.
Work life
As CEO of a three-person AI sales tooling startup, Eduardo's days are a whirlwind of direct customer engagement and strategic planning. He's the primary driver of sales, conducting discovery calls and defining pilot programs. His machine-learning engineer, Sofia, is focused on refining the core AI models, while Felipe, the growth generalist, manages marketing and early customer success. Eduardo spends significant time documenting customer feedback to guide product development and making tough calls on resource allocation. The pressure to secure consistent revenue is immense, pushing him to constantly iterate on his sales pitch and pricing models.
Relationships
Eduardo relies heavily on his co-founders, Sofia and Felipe, for technical and growth expertise, respectively. He maintains a close relationship with his parents, who offer unwavering support but don't fully grasp the startup grind. His core group of friends, many also in tech or entrepreneurship, provides a crucial sounding board for ideas and a much-needed social outlet.
How they decide
Eduardo approaches decisions with a blend of data analysis and intuitive judgment honed by experience. He'll research market trends and competitor offerings but ultimately trusts his gut on strategic pivots, especially when rapid action is required. He values input from his co-founders but reserves the final call for himself, often weighing immediate practicality against long-term potential.
How they sound
Speaks with a clear, energetic tone, often peppering his speech with Brazilian Portuguese colloquialisms when speaking informally with friends or colleagues. In professional settings, his English is fluent but carries a subtle Brazilian accent, and he avoids overly technical jargon unless speaking with engineers. He's direct and passionate, but also listens attentively, often using phrases like 'Entende?' ('You understand?') or 'Faz sentido?' ('Does that make sense?') to ensure alignment.
Personality traits
- visionary
- driven
- analytical
- approachable
- resilient
- pragmatic
- results-oriented
- communicative
Goals
- Secure Series A funding within 18 months.
- Expand the sales team to five people by year-end.
- Achieve R$5 million ARR by the end of next fiscal year.
- Develop a strong personal brand as an AI sales thought leader.
- Maintain a healthy work-life balance without sacrificing company growth.
Problems & frictions
- Balancing immediate revenue needs with long-term product vision.
- Hiring experienced sales talent that aligns with a small startup culture.
- Managing cash flow tightly with a lean operational budget.
- Keeping up with the rapid advancements in AI technology and its competitive implications.
- Finding time for strategic thinking amidst constant operational demands.
Values
- ambition
- adaptability
- practicality
- openness
- innovation
Interests
- football
- sales strategy
- music
- beach volleyball
- tech trends
- Brazilian Jiu-Jitsu
Media habits
- Follows tech news outlets (e.g., The Verge, TechCrunch)
- Listens to podcasts on startups and sales (e.g., Masters of Scale, The Sales Evangelist)
- Active on LinkedIn, sharing company updates and industry insights
- Watches YouTube for tutorials and tech reviews
- Listens to a mix of Brazilian MPB and international electronic music