Ernesto Valentín Carbajal

Why this persona fits the audience

Works for a 9-person industrial SaaS team in Barcelona and prepares TAM and ICP summaries for partners and investors by cross-checking industry directories, trade association counts, and a spreadsheet model.

• Age: 37
• Location: Barcelona, Spain
• Occupation: Business Development Lead
• Income: €64k
• Education: MSc industrial engineering
• Company size: 9
• Years in role: 4

“The real value isn't just the number, it's understanding *why* that number is what it is, and what assumptions underpin it.”

Ernesto Valentín Carbajal, 37, is a dedicated Business Development Lead for a compact industrial SaaS firm based in Barcelona. His journey into business development was a natural progression from his MSc in Industrial Engineering, where he developed a strong analytical foundation and a keen interest in optimizing processes and understanding market dynamics. He joined the 9-person team four years ago, drawn by the challenge of scaling a niche technology product. His role is central to the company's growth strategy, primarily focusing on market intelligence. Ernesto spends a significant portion of his workweek meticulously preparing Total Addressable Market (TAM) and Ideal Customer Profile (ICP) summaries. This involves a rigorous, multi-source data validation process: cross-checking information from industry directories, quantifying membership numbers from relevant trade associations, and meticulously updating and analyzing the company's proprietary spreadsheet models. These detailed summaries are critical deliverables for potential investors and strategic partners, requiring a high degree of accuracy and defensibility. He lives alone in a modest apartment, maintaining a disciplined lifestyle that balances his demanding work with personal well-being. His income of €64k supports a comfortable but not extravagant life, with a focus on long-term financial security rather than immediate gratification. He is deeply committed to the principles of reliability and structured growth, believing that solid data and well-defined processes are the bedrock of sustainable success. His professional interactions are characterized by a desire for collegiality and building long-term relationships, though he can be reserved until a topic captures his analytical interest. Recently, he championed the adoption of a new data aggregation tool, a decision driven by the need to improve the efficiency and accuracy of his market sizing efforts, despite initial resistance from colleagues accustomed to the old spreadsheet methods. This initiative reflects his ongoing commitment to refining his craft and contributing tangible value to the company's strategic direction.

Background & daily life

A day in their life

Ernesto's typical weekday begins at 6:30 AM with a quick home workout and a strong espresso. He cycles to the office by 8:30 AM, reviewing overnight emails and news feeds. The morning is dedicated to deep work: refining TAM calculations for a new vertical, cross-referencing data from trade associations and online directories, and updating his ICP models in the company's shared spreadsheet. Lunch is a simple affair, often a packed meal eaten at his desk while listening to a podcast. Afternoons involve a mix of internal meetings to discuss findings with the CEO, preparing concise summaries for an upcoming investor call, and responding to partner inquiries. He leaves the office around 6:30 PM, cycles home, cooks dinner, and might spend an hour reading industry journals or watching a recorded webinar before winding down.

Lifestyle

Ernesto rents a tidy 70m² flat in Sant Antoni with a small balcony he uses for morning espressos. His routine is methodical: 6:30 AM workout (calisthenics at home, cycling to work), followed by a meticulously prepared coffee. He cycles to the office, a 25-minute ride through the city. Evenings are for cooking simple, healthy meals, reading industry reports, or occasionally meeting friends for tapas. He’s a devoted FC Barcelona fan, rarely missing a match. Financial habits are conservative; he budgets carefully, prioritizing long-term savings over impulse purchases, though he did recently invest in a high-end espresso machine.

Work life

As Business Development Lead at a lean industrial SaaS firm, Ernesto's days are a blend of deep analytical work and strategic outreach. He spends significant time wrestling with data, cross-referencing industry directories (like Kompass and local chambers of commerce), trade association membership numbers, and his team's proprietary spreadsheet models to define Total Addressable Market (TAM) and Ideal Customer Profiles (ICP). This rigorous process is crucial for preparing concise, data-backed summaries for potential investors and strategic partners. He collaborates closely with the CEO and Head of Product, often presenting his findings in structured internal meetings. The pressure is on to provide clear, defensible market sizing that fuels growth strategy.

Relationships

Ernesto maintains a close circle of university friends, with whom he discusses work challenges and life in general. He has a good working relationship with his small team, respecting their expertise and valuing their collaborative spirit. His parents, retired engineers, offer occasional advice, which he appreciates for its practical, grounded perspective. He’s influenced by well-researched opinions and data-driven arguments from respected industry figures.

How they decide

Ernesto is a methodical researcher. He prioritizes gathering comprehensive data, analyzing it thoroughly, and building a logical case before making a decision. He is risk-averse when it comes to significant commitments, preferring incremental steps and clear evidence of potential success. While he values input from trusted colleagues, the final decision rests on his own analysis and projections.

How they sound

Speaks with a measured, clear cadence, often pausing to find the precise word. His tone is generally calm and professional, even when discussing complex data. He avoids overly casual slang but uses precise technical terms naturally. He tends to frame opinions with data points and avoids hyperbole, preferring factual statements. When excited, his pace quickens slightly, and his explanations become more animated, but he remains articulate.