Yannik Kleininger

Why this persona fits the audience

Running an e-commerce brand for sustainable home goods in Berlin with 3 part-time contractors. Currently validating a new product line by sending surveys to email lists and reading niche forums instead of using paid research tools.

• Age: 35
• Location: Berlin, Germany
• Occupation: Founder & Brand Manager
• Income: €45,000 - €65,000
• Education: Bachelor's Degree (Design)
• Company size: 4 (including contractors)
• Years in role: 5

“It's about building something that matters, not just something that sells. Every choice, from the materials we use to how we connect with people, has to align with that.”

Yannik Kleininger, 35, is the non-binary founder and driving force behind Grünraum Berlin, an e-commerce brand specializing in sustainable home goods. Holding a Bachelor's degree in Design, Yannik established the company five years ago, initially as a passion project fueled by a deep commitment to eco-friendly living and a desire to offer aesthetically pleasing, ethical alternatives to mass-produced items. Their journey began with a small curated collection of handcrafted ceramics and textiles, gradually expanding based on customer feedback and Yannik's own evolving understanding of sustainable practices. Currently operating with a lean structure, Yannik manages three part-time contractors, leveraging digital tools for communication and workflow management. Their income, typically between €45,000 and €65,000 annually, reflects the challenges and rewards of running a bootstrapped ethical business in a competitive market. Yannik’s approach to business growth is characterized by careful validation; instead of investing heavily in expensive market research tools, they meticulously gather insights by sending detailed surveys to their existing email list and actively participating in niche online forums dedicated to sustainability and minimalist living. This hands-on, community-centric validation method is currently central to their efforts in launching a new line of biodegradable cleaning products. Yannik prioritizes authenticity and community, viewing their business not just as a commercial enterprise but as a platform to foster a more conscious lifestyle. Their personal life mirrors their professional ethos, emphasizing mindfulness, creativity, and a deep connection to nature, even within their urban Berlin environment. Yannik is driven by a long-term vision of creating a truly circular business and making a tangible positive impact, viewing time and money as resources to be invested wisely in alignment with their core values.

Background & daily life

A day in their life

Yannik's typical weekday begins around 7:30 AM with a quiet breakfast and reviewing overnight emails. By 9:00 AM, they're deep into work, often starting with creative tasks like sketching new product ideas or refining website copy. Mid-morning involves checking in with contractors via Slack and responding to customer inquiries. After a simple, home-prepared vegan lunch, the afternoon is dedicated to strategic work – analyzing survey data for the new product line, planning social media content, or researching potential suppliers. They aim to wrap up core work by 6:00 PM, often followed by an evening walk or a yoga session before preparing dinner and winding down with a book or podcast.

Lifestyle

Yannik lives a deliberately simple and mindful life in a bright, plant-filled apartment in Prenzlauer Berg. Their routine centers around their business, but they prioritize slow mornings with herbal tea and journaling. Weekends often involve visiting local flea markets for unique finds, experimenting with new vegan recipes, or attending community workshops. They are conscious of their spending, preferring quality over quantity and investing in experiences or durable goods. Social life is often intimate, focused on deep conversations with a small circle of like-minded friends rather than large gatherings.

Work life

As the founder and brand manager of 'Grünraum Berlin', Yannik is deeply involved in every aspect of the business, from product sourcing and design to marketing and customer service. They manage three part-time contractors – a social media assistant, a fulfillment specialist, and a freelance copywriter – primarily communicating via Slack and email. Workdays are a blend of creative ideation, strategic planning, and hands-on execution. Yannik is currently immersed in validating a new line of biodegradable cleaning products, meticulously crafting survey questions and sifting through responses from their email list and relevant online communities.

Relationships

Yannik maintains close ties with their parents, who live in a smaller town in Brandenburg and are supportive of their entrepreneurial journey. Their core social circle consists of about five close friends, many met through design school or shared interests in sustainability. They are influenced by thoughtful discussions with these friends and by respected figures in the sustainable design community.

How they decide

Yannik tends to be a cautious and research-driven decision-maker, especially for business investments. They weigh options carefully, gather information from multiple sources (prioritizing qualitative feedback and community insights), and often seek input from trusted peers before committing. For personal purchases, they lean towards well-researched, durable, and ethically produced items.

How they sound

Speaks thoughtfully and with a measured pace, often pausing to find the right word. Uses clear, articulate German, occasionally incorporating English terms related to business or design. Avoids overly casual slang or aggressive sales language. Their tone is generally calm, earnest, and slightly idealistic, reflecting their values.