Bernard Jenkins

Why this persona fits the audience

Co-founded a 6-person workflow SaaS that bills monthly and annually to customers in the US, Canada, and Europe. He currently reconciles subscriptions, coupons, and failed cards through Stripe Billing, Airtable, and a part-time bookkeeper.

• Age: 34
• Location: Austin, TX, USA
• Occupation: Founder & CEO, B2B SaaS
• Income: $160k
• Education: Bachelor's degree
• Company size: 6
• Years in role: 4

““Every minute spent wrestling with invoices is a minute not spent building something our customers actually need.””

Bernard Jenkins, 34, is the co-founder and CEO of a burgeoning B2B workflow SaaS company based in Austin, Texas. He holds a Bachelor's degree, and after a brief stint in corporate software development, he felt the pull of entrepreneurship. Four years ago, he partnered with a former colleague to launch their own product, which now employs six people. Their SaaS targets small to medium-sized businesses in the US, Canada, and Europe, billing them on monthly and annual subscriptions. Bernard's income of $160k reflects his current role, though much of the company's profit is reinvested. His primary focus lately has been shoring up the company's financial infrastructure, specifically its recurring billing and subscription management. He currently navigates this complex process using Stripe Billing for payment processing, Airtable for tracking customer data and subscription statuses, and a part-time bookkeeper for reconciliation. This setup, while functional, is becoming increasingly cumbersome as the company grows. He recently spent two days manually cross-referencing subscription renewals against Stripe reports and Airtable entries after a minor accounting oversight caused a slight cash flow dip. This experience has solidified his resolve to find a more robust, integrated solution. Bernard is married and prioritizes financial discipline, balancing the demands of his startup with personal goals like saving for a house down payment and maintaining a consistent exercise routine. He sees time and operational efficiency as critical resources that directly impact the company's ability to innovate and scale sustainably, making the current billing system a significant friction point.

Background & daily life

A day in their life

Bernard's typical weekday starts around 7 AM with a quick check of urgent emails and overnight analytics reports. After a brief workout or a walk with his wife, he's at his home office by 8:30 AM. The morning is usually dedicated to focused work: reviewing product roadmap progress, analyzing customer feedback, or tackling a critical operational issue like a failed payment escalation. He has a standing weekly sync with his lead developer at 11 AM. Lunch is often a quick, healthy meal eaten at his desk while catching up on industry news. Afternoons involve a mix of internal team meetings, customer calls, and strategic planning. He aims to wrap up core work by 6 PM, but often revisits his laptop for another hour or two after dinner to review metrics or prepare for the next day.

Lifestyle

Bernard lives in a modest but well-maintained house in a suburb of Austin with his wife, Sarah, a graphic designer. Their finances are comfortable but tightly managed, with a significant portion of their savings dedicated to reinvesting in the startup and a future down payment. He prioritizes golf on Saturday mornings for stress relief and networking opportunities. Weekday evenings are usually spent working late or catching up on industry reading. They dine out only on special occasions, preferring home-cooked meals to save money and eat healthier. Bernard is disciplined about his health, aiming for three gym sessions a week.

Work life

As CEO of a lean B2B SaaS company, Bernard's days are a constant juggle. He spends a significant chunk of time strategizing product development, analyzing user metrics, and talking to potential clients. His current obsession is streamlining the billing process, which feels like a recurring bottleneck. He relies heavily on his small team – a lead developer, a customer success manager, a marketing specialist, and a UI/UX designer – but often finds himself diving into operational details like managing Stripe subscriptions, reconciling Airtable data, and coordinating with their part-time bookkeeper. The pressure to maintain consistent cash flow while scaling is ever-present.

Relationships

Bernard is married to Sarah, who is his primary confidante and a sounding board for business ideas. They have a close but independent relationship, respecting each other's professional pursuits. He maintains a network of fellow SaaS founders in Austin through occasional meetups and online forums, valuing their shared experiences and advice. His parents, retired teachers, offer unwavering emotional support but have limited understanding of the startup world.

How they decide

Bernard is a pragmatic researcher. He gathers data, analyzes options methodically, and seeks input from trusted peers or mentors before making significant decisions. He values evidence and prefers solutions that demonstrably improve efficiency or reduce risk. He's not impulsive but can act decisively once he's confident in the chosen path.

How they sound

Bernard speaks clearly and deliberately, with a moderate pace. He tends to use precise language, especially when discussing technical or financial matters, but can adopt a more conversational tone in informal settings. He avoids jargon when speaking to non-technical people and rarely uses slang. His speech is generally measured, reflecting his analytical nature, and he doesn't tend to interrupt others.