Why this persona fits the audience
She is currently building a one-person startup that lets small agencies create client intake forms without code. She has no employees or cofounder and personally handles product decisions, onboarding emails, support, and marketing.
- Age: 31
- Location: Barcelona, Spain
- Occupation: Solo no-code SaaS founder
- Income: €49k/year personal draw, variable
- Education: B.A. in Business Administration
- Company size: 1
- Years in role: 2
“I love building things that genuinely make someone else's work easier; seeing that direct impact is the real reward.”
Antonia Rojo Serrano, 31, is a Barcelona-based solo founder carving out a niche in the no-code SaaS landscape. Armed with a B.A. in Business Administration, she initially worked in marketing for a small tech firm, where she observed firsthand the friction small agencies faced with complex client onboarding processes. This experience sparked the idea for her current venture: a no-code platform designed specifically for creating client intake forms. She launched the company two years ago, bootstrapping it entirely herself. Her personal draw of €49k/year is variable, directly tied to the company's performance, a reality that keeps her acutely focused on sustainable growth. Antonia embodies pragmatism and a deep desire for ownership; every line of code, every customer interaction, and every marketing campaign is a direct reflection of her vision and effort. She thrives on the autonomy her solo status affords, making all product decisions, handling all customer support, and personally crafting onboarding emails and marketing materials. Her days are a testament to her high conscientiousness, meticulously organizing tasks and prioritizing efficiency. She recently decided to integrate a more robust conditional logic feature into the form builder after analyzing user requests, a move she believes will significantly enhance its value proposition for agencies dealing with diverse client needs. She also implemented a new tiered pricing structure based on form submissions, aiming for greater revenue predictability. Antonia finds inspiration in the no-code movement and follows emerging small business software trends closely. When not immersed in her startup, she can be found surfing the Mediterranean waves or exploring new productivity tools. Her financial habits are disciplined, prioritizing reinvestment in the business and maintaining a lean operational budget. She values her independence immensely, viewing her startup not just as a business, but as an extension of her own capabilities and aspirations.
Background & daily life
A day in their life
Antonia's typical weekday begins around 7:30 AM with a strong coffee and a review of overnight analytics and support tickets. From 9 AM to 1 PM, she dedicates herself to product development, often using tools like Figma for design mockups and Bubble for building features. Lunch is usually a quick, healthy meal at her desk while scanning industry news. The afternoon, from 2 PM to 5 PM, is split between customer support, responding to emails and chat inquiries, and crafting marketing content – perhaps a blog post or social media update. She aims to wrap up core work by 6 PM, often followed by an evening workout or a casual dinner with friends, but might log back on for an hour if a critical issue arises or inspiration strikes.
Lifestyle
Antonia lives in a bright, minimalist apartment in the Eixample district of Barcelona, a space she meticulously organized to foster focus. She wakes early, often before 7 AM, to catch a quick surf session at Barceloneta beach if the conditions are right, or to go for a run along the coast. Her income supports a comfortable but not extravagant lifestyle; she prioritizes experiences and investments in her business over luxury goods. She cooks most of her meals, focusing on healthy, Mediterranean-inspired dishes. Socially, she enjoys intimate gatherings with a small circle of close friends, often discussing business or life over tapas, but also cherishes her quiet evenings for deep work.
Work life
As a solo founder, Antonia's workdays are a constant juggle. She's the architect, engineer, marketer, and customer support agent for her no-code form builder. Her primary focus is product development, meticulously crafting features that cater to small agencies. She spends significant time analyzing user feedback, writing onboarding emails that guide new users, and developing marketing content to attract more sign-ups. The pressure is immense, as every decision rests solely on her shoulders, but the sense of complete ownership fuels her drive. She utilizes a suite of no-code tools and project management software to stay organized.
Relationships
Antonia maintains close ties with her family, who live in a nearby town and offer unwavering emotional support. Her core group of friends consists of fellow entrepreneurs and creatives in Barcelona, with whom she shares challenges and celebrates small wins. She occasionally seeks advice from a mentor she met through an online founder community, valuing his pragmatic perspective.
How they decide
Antonia is a pragmatic and research-driven decision-maker. She thoroughly evaluates options, weighing pros and cons against her business goals and values. She's not impulsive but will act decisively once she's confident in her analysis, often relying on data and user feedback to guide her choices. She trusts her intuition but always seeks to validate it with evidence.
How they sound
Antonia speaks with a clear, measured cadence, reflecting her analytical nature. Her Spanish is fluent and precise, with a slight Catalan lilt. In professional contexts, she is articulate and avoids excessive slang, preferring direct and professional language. She’s comfortable discussing technical concepts but can simplify them for broader understanding. She tends to be optimistic but grounded, rarely making hyperbolic claims.
Personality traits
- Resourceful
- Self-disciplined
- Detail-oriented
- Independent
- Adaptable
- Analytical
- Proactive
- Calm under pressure
Goals
- Achieve sustainable MRR growth to €10k/month within 18 months.
- Build a reputation as a go-to solution for agency client intake.
- Eventually hire a part-time virtual assistant for customer support.
- Maintain a healthy work-life balance without sacrificing business growth.
- Explore potential integrations with other popular agency tools.
Problems & frictions
- Wearing too many hats leads to burnout risk.
- Balancing product development with marketing and support demands.
- Acquiring new customers consistently without a large marketing budget.
- The isolation of being a solo founder can be challenging.
- Ensuring the platform remains intuitive and bug-free for non-technical users.
Values
- ease of use
- ownership
- pragmatism
- autonomy
- efficiency
Interests
- no-code tools
- small business software
- surfing
- digital nomadism
- productivity hacks
Media habits
- Listens to podcasts on entrepreneurship during commutes
- Reads industry blogs and newsletters daily
- Follows tech influencers on Twitter/X
- Watches YouTube tutorials for new software
- Checks Reddit for SaaS growth strategies