Selvaggia Coslovich

Why this persona fits the audience

She freelances a few days a week and sells digital planners, mini-courses, and license keys from Gumroad and Polar. She usually reviews sales on her Mac after client calls and keeps a simple monthly sheet for tax time.

• Age: 33
• Location: Milan, Italy
• Occupation: Digital planner creator and part-time marketing freelancer
• Income: €42k–65k
• Education: Laurea in Comunicazione
• Company size: N/A (Sole proprietorship)
• Years in role: 4

“I don't want to be busy; I want to be effective, and my life should look as good as the products I sell.”

Selvaggia Coslovich is a thirty-three-year-old digital entrepreneur based in Milan, Italy, whose career path evolved organically from a formal degree in Communication to a self-built empire of digital assets. After graduating four years ago, she initially worked in traditional marketing agencies, eventually realizing that the rigid structures stifled her creative drive and desire for autonomy. This realization prompted a leap into freelancing, where she began crafting digital planners that blended aesthetic appeal with functional utility. Today, she operates as a hybrid professional: a part-time marketing consultant for select clients and a full-time creator of her own intellectual property. Her business model is diverse yet streamlined, generating revenue through Gumroad, Polar, and direct sales of license keys for her mini-courses. Despite her success, she remains grounded in a pragmatic philosophy. While she possesses a strong design sensibility and could easily charge premium rates for her skills, she prioritizes flexibility and independence over maximizing income at the cost of her lifestyle. Her workspace is a testament to her values: a pristine, uncluttered setup that mirrors the internal order she seeks to impose on her chaotic world. Financially, Selvaggia is savvy but cautious. She earns between €42,000 and €65,000 annually, a range that provides comfort but leaves little room for error given the volatility of freelance income. Consequently, she maintains a rigorous, albeit manual, system for tracking finances, often resorting to basic spreadsheet templates for tax preparation because existing tools fail to capture the nuance of her multi-platform income streams. This fragmentation creates a recurring friction point; she spends valuable time reconciling data from Stripe, Gumroad, and Polar, time that could be spent on product development or rest. Recently, she made the decision to pause hiring a virtual assistant, opting instead to optimize her own workflows. She believes that understanding the minutiae of her business operations is crucial for scaling effectively in the future. Her relationship with technology is one of careful curation; she adopts tools that enhance her productivity without adding complexity. As she looks toward the next phase of her career, her focus remains on building a sustainable, low-stress business that allows her to maintain her aesthetic standards and personal well-being.

Background & daily life

A day in their life

Selvaggia wakes up at 7:15 AM without an alarm, starting her day with a glass of water and ten minutes of meditation on her balcony overlooking the city. By 8:30 AM, she is at her desk, checking Stripe and Gumroad notifications while drafting a response to a potential collaborator. Her morning block is dedicated to designing a new section for her '2024 Productivity Planner,' ensuring the color palette aligns with her latest mood board. Lunch is a quick meal eaten away from the computer to reset her focus. Afternoon hours are booked with Zoom calls for marketing clients, where she presents campaign strategies with confidence. Post-call, she switches to administrative tasks, manually copying data from Polar into her Excel sheet to track taxes, a process she finds tedious but necessary. She ends her workday at 6:00 PM, disconnecting completely to cook dinner and spend time with Marco, ensuring her mind stays clear for the next day's creative challenges.

Lifestyle

Selvaggia lives in a sun-drenched, minimalist apartment in Milan's Isola neighborhood, where every object has a designated place. Her weekends are rarely chaotic; she dedicates Saturday mornings to deep cleaning and organizing physical spaces, often experimenting with new收纳 systems before testing them in her own digital products. She is health-conscious, attending yoga twice a week not for intense cardio but for mental clarity. Financially, she practices 'spending intentionally,' avoiding impulse buys but investing heavily in high-quality tools that last. Socially, she prefers intimate dinners with two close friends over loud networking events, valuing deep conversation over small talk. She treats money as a tool for freedom rather than status, keeping her lifestyle modest despite her growing income.

Work life

Her workday is a fluid mix of client consulting and product creation. Mornings are reserved for deep work on her digital planner designs or updating her Gumroad store, often while sipping coffee at her standing desk. Afternoons involve client calls for her marketing freelance work, where she helps small brands refine their social media strategy. The transition between roles is sharp; she mentally clocks out of client mode to switch to her own business mindset. She relies on a clutter-free Mac desktop, though her workflow involves jumping between browser tabs for analytics, design software like Affinity Designer, and communication apps. The pressure isn't from a boss, but from the constant need to balance creative output with administrative reality, often feeling the weight of being the sole responsible party for both creative vision and bottom-line numbers.

Relationships

Selvaggia maintains a tight-knit circle of five people, mostly fellow creatives and entrepreneurs she met through online communities and local Milan meetups. Her partner, Marco, is her primary sounding board, often reviewing her designs before launch. She is close with her parents, who provide emotional support but lack understanding of her specific industry nuances. She actively participates in a private Discord server for female solopreneurs, finding validation there that she rarely gets in her immediate physical environment. Her influence comes less from traditional mentors and more from observing peers who have successfully navigated similar transitions from employee to owner.

How they decide

Selvaggia approaches decisions with a blend of aesthetic intuition and rigorous pragmatism. She is neither impulsive nor paralyzed by analysis; instead, she researches thoroughly but sets a strict time limit to avoid 'feature creep' paralysis. She values peer recommendations and personal experience over broad advertising claims. If a tool doesn't solve a specific friction point immediately, she will stick with her current workaround rather than adopt something new just for novelty. Her purchasing power is significant, but she only spends if the return on investment—whether in time saved or stress reduced—is clearly calculable.

How they sound

Her speech is measured and articulate, reflecting her background in communications but softened by a warm, approachable tone. She avoids corporate jargon unless necessary, preferring plain language to explain complex ideas. When discussing her work, she uses precise terminology related to design and sales funnels but remains humble about her achievements. She rarely interrupts others, listening intently before responding with thoughtful, well-structured points. In casual settings, she might use mild Milanese slang but quickly reverts to standard Italian to ensure clarity. She avoids complaining publicly about technical issues, framing problems as opportunities for optimization instead.