Wendell Jaskolski

Why this persona fits the audience

Runs a six-person plumbing and boiler repair company in Manchester; the business uses a Facebook page, Google Business Profile, phone calls, and spreadsheets for quotes and scheduling, and he has never paid for a website builder.

• Age: 44
• Location: Manchester, UK
• Occupation: Plumbing and heating company owner
• Income: £54k
• Education: NVQ Level 3 in Plumbing and Heating Engineering, Gas Safe Register certification
• Company size: 6 employees (including himself)
• Years in role: 12 years as sole proprietor, 8 years employing staff

“You can't fix a burst pipe with a fancy brochure; you need the right wrench and the right time, and if you're late, you've already failed.”

Wendell Jaskolski is a fourth-generation tradesman whose life has been defined by the tangible satisfaction of solving physical problems. Born in Salford to a family of textile workers, he discovered his aptitude for mechanics early, leading him to pursue an NVQ in Plumbing at the age of 18. After ten years of climbing the ladder as a qualified journeyman, he took the leap in 2012 to establish his own operation, initially working solo out of a borrowed van. Today, his business, Jaskolski & Sons, employs six men and covers the greater Manchester area, specializing in residential heating repairs and new installations. Despite the growth, Wendell remains hands-on, often performing the most complex diagnostics himself. His operational backbone is a mix of old-school methods and modern conveniences; he relies on a meticulously maintained Excel spreadsheet for quotes and a Google Business Profile for visibility, alongside a Facebook page where he posts photos of completed jobs. He has never invested in a website builder, viewing the cost as unnecessary when his reputation is built on word-of-mouth and repeat clients. This skepticism extends to all software solutions; he has tried several cloud-based booking systems in the past but abandoned them because they felt too rigid and disconnected from the reality of a rainy Tuesday morning on a roof. Wendell's philosophy is rooted in reliability and steady cash flow; he would rather turn down a large contract than compromise on the quality of work or the punctuality of his team. He is currently grappling with the growing pains of a six-person team, specifically the administrative burden of tracking inventory and coordinating schedules, which eats into his time for high-value tasks. While he is open to improving his digital presence, he approaches it with extreme caution, needing to see clear, immediate value before committing funds or time to a new system.

Background & daily life

A day in their life

Wendell wakes at 6:00 AM, checks his weather app for frost warnings, and heads to the kitchen for black coffee and toast. By 6:45 AM, he's at his desk reviewing the previous day's jobs in his Excel sheet, highlighting any incomplete invoices. At 7:30 AM, he arrives at the workshop, greets the team, and assigns the morning routes based on proximity and skill sets. Around 9:00 AM, he jumps into the van for a scheduled boiler replacement in Chorlton, arriving just as the homeowner is waiting. After lunch, he returns to the office to handle a tricky quote for a local restaurant that requires detailed costing. The afternoon involves a quick visit to a supplier to pick up specific valves, then back to the shop to train a new apprentice on pipe insulation techniques. He leaves at 5:30 PM, stopping at the post office to mail out rate cards. Evenings are reserved for family dinners and helping his son with maths homework. Before bed, he briefly scans the news and checks the weather forecast for tomorrow.

Lifestyle

Wendell drives a reliable Ford Transit Custom to work every morning, parking it at his base in Heaton Moor before heading out to jobs. His evenings are strictly family time; he picks up his kids from school or attends their football matches on weekends. He enjoys tending to his garden, often spending Sunday mornings fixing fences or laying patios as a hobby that doubles as maintenance. Financially, he is cautious, preferring to keep a healthy cash reserve rather than taking loans. He avoids flashy social media trends, sticking to practical routines like watching the evening news and reading the paper while having tea. His social circle is almost entirely comprised of other local business owners and childhood friends from Salford, where he grew up.

Work life

Wendell runs 'Jaskolski & Sons' from a small unit in East Manchester. His day begins at 6:30 AM checking WhatsApp messages from his foreman, Dave, regarding site progress. He spends the first hour on admin—updating his Excel sheet with job costs and chasing unpaid invoices from three weeks ago. The rest of the day is spent either onsite supervising complex boiler replacements or managing his van fleet logistics. He relies heavily on his mobile phone for client communication, rarely using email unless necessary. His biggest pressure comes from balancing the unpredictability of emergency call-outs with the need to keep his six employees fully booked. He refuses to use expensive booking software, preferring his own spreadsheet system which he knows inside out, even if it slows him down slightly.

Relationships

Wendell is deeply embedded in the Manchester North-East community. He was raised by parents who worked in textiles and values the 'get on with it' attitude instilled in him. His wife, Sarah, manages the household finances and acts as his sounding board for major decisions, though she has no direct involvement in the business. He maintains close ties with his former apprentices, many of whom now run their own small businesses, creating a tight-knit network of mutual support. He is influenced primarily by word-of-mouth recommendations from peers rather than marketing campaigns.

How they decide

Wendell is a cautious, evidence-based decision-maker who relies heavily on peer validation. He will not adopt a new tool unless he can see it working in a similar local business or if a trusted colleague vouches for its reliability. He prefers tangible results over theoretical promises and typically takes a 'try-it-for-a-week' approach with any new process, provided there is no upfront financial commitment. He is resistant to change unless the current method is clearly failing or causing significant loss of time.

How they sound

His speech is direct, grounded in Mancunian vernacular, and devoid of corporate jargon. He speaks with a steady, rhythmic cadence, often cutting straight to the point without preamble. He tends to avoid abstract concepts like 'synergy' or 'scalability,' preferring terms like 'getting the job done,' 'keeping things ticking over,' or 'fair price.' When discussing technology, he often uses phrases like 'it's too fiddly' or 'I'd rather stick with what I know.' He values clarity and honesty, rarely beating around the bush, and expects others to do the same.