Ethan Dijkstra

Why this persona fits the audience

Co-founds a six-person remote marketplace in Amsterdam and is consolidating customer accounts across web and mobile after earlier prototypes used Clerk; he now owns the auth and profile data model directly.

• Age: 34
• Location: Amsterdam, Netherlands
• Occupation: Co-founder and product lead
• Income: EUR 95k plus equity
• Education: MSc Business Informatics
• Company size: 6
• Years in role: 3

“The true measure of a product isn't just its features, but the underlying clarity and control it gives you over your own data and user experience.”

Ethan Dijkstra’s journey into the heart of technology and entrepreneurship began not with a dramatic spark, but a persistent curiosity. Growing up in the Netherlands, he was fascinated by how systems worked, a trait that led him to pursue an MSc in Business Informatics. This academic foundation provided him with a robust understanding of both the technical intricacies and the business implications of software. After a few years working as a software engineer in a larger enterprise, he felt the pull towards creating something of his own. He co-founded his current venture, a remote marketplace, with a handful of like-minded individuals three years ago. The early days were a blur of rapid prototyping, where they experimented with various authentication solutions, including Clerk, to get their MVP out the door. Now, with a team of six and growing traction, Ethan is leading the charge to consolidate their technical stack. His current major undertaking involves taking direct ownership of their authentication and user profile data models, migrating away from fragmented solutions to a unified, robust system. This strategic move is driven by his core value of 'ownership' and a desire for greater control and data integrity, crucial for scaling their platform. He views technology not just as a tool, but as a fundamental building block that needs to be meticulously crafted. His approach to work is characterized by deep analytical thinking and a commitment to iterative improvement, always seeking to optimize processes and user flows. Ethan is pragmatic about resources, understanding the lean realities of a startup, but he is uncompromising on the quality and security of their core infrastructure. His income reflects his role and the inherent risk of startup equity, a balance he’s comfortable with as he pursues long-term growth and impact.

Background & daily life

A day in their life

Ethan's day typically begins around 7:00 AM with a carefully prepared cup of coffee and a review of overnight system performance and key product analytics dashboards. By 8:30 AM, he's deeply immersed in his inbox and Slack, responding to urgent team queries and reviewing pull requests. The late morning is usually dedicated to product strategy meetings, roadmap planning with his co-founders, or user interview synthesis. After a quick lunch, he'll block out several hours for focused work: refining data models, sketching out new feature flows, or diving into documentation for their auth system. He often ends his workday around 7:00 PM, sometimes extending it if a critical deployment or bug fix is underway, followed by a brief wind-down before preparing for the next day.

Lifestyle

Ethan lives a structured but dynamic life in Amsterdam. His mornings start with a precisely brewed pour-over coffee before diving into work. Evenings are often spent either working late on product strategy or unwinding with a run along the Amstel. Weekends might involve sailing on the IJsselmeer if the weather permits, or exploring new cafes. He's careful with his finances, investing a significant portion of his income while enjoying the occasional splurge on high-quality tech or dining. Socially, he prefers smaller, focused gatherings with close friends over large parties.

Work life

As co-founder and product lead of a remote marketplace startup, Ethan's days are a whirlwind of strategic planning, user feedback analysis, and technical decision-making. He's deeply involved in the product roadmap, constantly iterating based on user data and market trends. His current focus is consolidating their authentication and user profile management systems, migrating away from earlier solutions to gain more direct control over their data. He collaborates closely with his small, distributed team, using tools like Slack, Notion, and Jira, but spends a significant amount of time in deep work, analyzing metrics and designing features.

Relationships

Ethan maintains a close circle of friends, many of whom are also in the tech startup scene. His co-founders are his primary professional confidants, and their decisions heavily influence company direction. He has a good relationship with his parents, who live in a smaller town in Friesland, and they often discuss his career progress with pride and a touch of worry.

How they decide

Ethan leans towards a research-heavy, analytical decision style. He gathers data, explores different technical approaches, and weighs the pros and cons meticulously before committing. While he values peer input from his co-founders, he ultimately trusts his own data-driven insights and conviction to guide him.

How they sound

Speaks clearly and precisely, with a slight Dutch accent that becomes more pronounced when he's excited or tired. He uses technical jargon naturally but can explain complex concepts in a more accessible way when needed. Avoids hyperbole and overly casual slang, preferring a professional yet approachable tone. His cadence is steady, with thoughtful pauses when considering a response.