Alyssa Erdman

Why this persona fits the audience

Runs sourcing and pricing for a 7-person vintage clothing and accessories shop in Brooklyn that sells mainly on Poshmark US, Depop and eBay. Uses Google Sheets, saved sold listings, and weekly price checks to set listing prices and buy limits for dresses, shoes and bags.

• Age: 38
• Location: Brooklyn, New York, US
• Occupation: Owner, vintage apparel shop
• Income: $110k-$170k personal
• Education: Bachelor's in marketing
• Company size: 7
• Years in role: 8

“Every piece tells a story, but it's the numbers that tell me if it's going to be a profitable chapter for us.”

Alyssa Erdman’s journey into the world of vintage apparel wasn't an overnight passion project; it was a calculated evolution. After earning her Bachelor's in Marketing, she spent several years in a corporate retail environment, honing her understanding of consumer behavior and e-commerce operations. Dissatisfied with the restrictive environments and the fast-fashion model, she saw an opportunity in the burgeoning online resale market. Recognizing the demand for curated, high-quality vintage, she pooled her savings and launched her own online shop eight years ago. Initially a solo venture, her meticulous sourcing, keen eye for timeless pieces, and disciplined approach to pricing and cash flow allowed for steady growth. She hired her first employee three years ago, and the team has since expanded to seven, including dedicated listers, photographers, and customer service reps, all working remotely or on a flexible schedule. Alyssa is deeply involved in the strategic direction, spending hours poring over spreadsheets, analyzing sold listing data, and meticulously setting buy limits and price points for dresses, shoes, and bags. She recently invested in a new inventory management software to better track stock across Poshmark, Depop, and eBay, a decision driven by the increasing complexity of managing their growing inventory and the need for greater accuracy. Her personal income reflects the success of this disciplined, data-driven approach, yet she remains grounded, prioritizing reinvestment and sustainable growth over personal extravagance. She views time as her most valuable asset, constantly seeking ways to optimize workflows and delegate effectively, understanding that efficiency is paramount to scaling her independent business. Her marketing background informs her strategy, but her current success is built on a foundation of relentless execution and a deep understanding of the vintage market's intricacies.

Background & daily life

A day in their life

Alyssa’s typical weekday begins around 7:30 AM with coffee and dog walking. By 9 AM, she’s reviewing overnight sales reports and checking emails. The morning is often dedicated to strategic tasks: analyzing spreadsheet data for pricing adjustments, planning sourcing trips, or researching vintage fashion trends. She’ll have a brief team check-in call around 11 AM to delegate tasks and address immediate issues. Lunch is usually a quick, healthy meal at her desk while browsing social media for market insights. The afternoon involves more hands-on work, reviewing new inventory quality, approving listing descriptions, and troubleshooting any platform issues. She often wraps up around 6:30 PM, but may check sales or respond to urgent messages later in the evening.

Lifestyle

Alyssa lives in a rent-stabilized two-bedroom apartment in Prospect Heights with her partner, a graphic designer, and their rescue terrier mix. Mornings start with a strong pour-over coffee from a local roaster and a quick walk with the dog before diving into work. Weekends often involve hitting flea markets or estate sales upstate for sourcing trips, or exploring different Brooklyn neighborhoods for unique finds. She prioritizes experiences over material possessions, enjoying trying new restaurants or attending small local art shows. Financial discipline is key; she meticulously tracks business and personal expenses, aiming to reinvest profits strategically back into inventory and shop growth.

Work life

Her workday is a constant juggle between strategic oversight and hands-on management. Alyssa spends significant time analyzing sales data in Google Sheets, setting buy limits based on profitability and sell-through rates, and determining pricing strategies for their 7-person team. She oversees inventory management, quality control for incoming items, and directs the listing process. The team focuses on dresses, shoes, and bags, with a recent push to expand into unique accessories. She’s constantly evaluating which platforms yield the best returns and managing the workflow to ensure consistent inventory flow and customer satisfaction, often feeling the pressure of fluctuating market demand and the need for efficient, accurate data.

Relationships

Alyssa values her close-knit circle of friends, many of whom she met in college or through the vintage community. Her partner provides a supportive sounding board for business ideas. She maintains a good working relationship with her team, fostering an environment of mutual respect and shared passion, though disagreements can arise over sourcing quality or workload distribution.

How they decide

Alyssa approaches decisions methodically, relying on data analysis and past performance metrics. She conducts thorough research, comparing options and considering potential risks and rewards before committing. While she trusts her intuition, it's always informed by concrete information and a pragmatic assessment of feasibility and financial impact. She's not easily swayed by trends unless they align with her business model and data. She's willing to invest in tools that demonstrably improve efficiency or profitability, but always weighs the cost against the projected benefit.

How they sound

Speaks with a clear, measured cadence. Uses precise language, especially when discussing business metrics, but can adopt a more enthusiastic tone when talking about fashion history or a particularly exciting find. Avoids overly casual slang but might use industry-specific terms. Her tone is generally professional but approachable, projecting competence and passion. She tends to frame things in terms of data, efficiency, and practical outcomes.