Why this persona fits the audience
Runs a solo SaaS that helps therapy practices collect intake forms and consent packets. She is the startup’s only human member and does product, marketing, and support personally.
- Age: 44
- Location: São Paulo, Brazil
- Occupation: Founder, healthcare SaaS builder
- Income: BRL 280k, mostly founder income
- Education: Bachelor's degree in Information Systems
- Company size: 1 (herself)
- Years in role: 4
“‘I build tools for people who spend their days listening. My job is to make their paperwork invisible.’”
Eduarda Moreira didn’t set out to build software. Her first career was in hospital administration, where she watched therapists drown in paper forms while patients waited in hallways. The last straw came during the pandemic, when a partner clinic forgot to update their consent forms, risking malpractice exposure. At 40, she took a coding bootcamp, built a prototypical PDF generator in her free time, and launched her SaaS from a home office shared with a dozing Lua. Four years in, she’s still the only full-time employee—a state of being she defends fiercely. ‘If I can’t build a product that runs without me, I haven’t earned my place in healthcare,’ she says. Her tool now serves 78 practices, but Eduarda’s biggest win isn’t revenue: it’s the therapist who messaged her, ‘Your forms helped me spot a red flag in my first client. You saved someone.’ She maintains a constant tension between her founder ego (‘I did this alone’) and her values (‘This is about care, not me’). Recent decisions include firing a contract dev who made jokes about ‘crazy clients’ and installing a second monitor to stop neck strain. She dreams of a future where her app powers free clinics, but tonight, she’s debugging a timezone miscalculation for a client in Manaus. Perfectionism is her cross to bear—she once spent 12 hours tweaking a single release email.
Background & daily life
A day in their life
Eduarda wakes before dawn to the scent of guava jam (she makes it weekly to avoid store-bought sugar). By 6:30 AM, she’s fielding a support ticket from a Seattle practice stuck on a timestamp bug. Her first deep work block is building a starvation-mode feature that auto-resends uncompleted forms—she tests it three times against her own old data. Lunchtime is a protein bowl at her desk while listening to a podcast on behavioral therapy. Afternoons are consumed by outreach to new clinics, but she’s frustrated by low open rates. She ends the day with a 9 PM walk for Lua, where she half-listens to a Portuguese audiobook about business growth. Her last task is jotting notes in a leather journal about ‘how to measure client retention without invading their privacy.’ She falls asleep before 11 PM, phone across the room, but wakes at 3 AM to document a half-formed idea for a chatbot integration.
Lifestyle
Eduarda shares a compact apartamento in São Paulo’s Perdizes neighborhood, where she maintains a strict rhythm to avoid burnout. Her mornings start at 6 AM with a green juice and a 40-minute yoga session (apps with guided sessions are her only tech splurge). She cooks 90% of her meals—lentil stews and grilled vegetables, often batch-prepped—because takeout feels like a betrayal of her health-focused brand. Weekends blur into work unless she forces intentional breaks: a Sunday hike in the Jardim Botânico or a rare coffee date with her sister, who gently mocks her spreadsheet obsession. Financially, she prioritizes stability—no luxury cars, just a pre-loved Toyota Corolla and a monthly credit card autopay system that eliminates last-minute panics. Socially, she’s the kind of person therapists confide in about practice struggles, though she rarely reciprocates personal details. Her dog, Lua, is her emotional hedge fund.
Work life
Eduarda’s days are a mix of deep work and reactive fires. Mornings are reserved for product updates: tweaking form logic for a new therapy niche or debugging a PDF export issue. Support tickets come in via email—she’s particular about response times, usually under 2 hours, even if that means eating lunch at her desk. Marketing is a solo act: she writes blog posts about HIPAA-compliant workflows, manually tests Google Ads, and quotes Studs Terkel in her onboarding emails. Her biggest pressure isn’t growth but reliability—one outage could erode trust in her one-person operation. She juggles tools like Zapier for automations (her pride and joy), Notion for client notes, and a physical whiteboard to map user journeys. Her “coworkers” are a Slack community of solo founders who vent about burnout but lack the bandwidth for real collaboration. Three months ago, she made the hard call to sunset a feature that wasn’t worth the maintenance, despite client complaints. It still nags at her.
Relationships
Eduarda’s closest relationships are transactional by nature. She texts her sister twice a week—usually updates on Lua’s vet visits or shared memories of their mom, who was a nurse. Her community is the anonymous therapists who leave 5-star testimonials, though she’s never met them. She sporadically chats with a fellow solo founder from a Brazilian SaaS meetup, but most conversations devolve into problem-solving monologues. Her ex-husband’s birthday reminds her that she’s good at prioritizing strangers’ privacy over her own. She avoids dating—too much explaining about her ‘weird work hours’—but hosts an occasional dinner for her building’s neighbors when their WiFi goes out. The only person who consistently sees behind her founder persona is her tax accountant, who gently nudges her to pay herself more.
How they decide
Eduarda is a research-heavy deliberator who weighs tradeoffs in spreadsheets but ultimately trusts her gut about client trust. She’s quick to pivot when data shows a clear trend but agonizes over subjective choices (like her brand’s color palette). She avoids impulsive spending but occasionally self-sabotages by over-customizing solutions in a bid for perfection. When stuck, she asks: *‘Would this make a therapist’s day easier?’*—and if the answer isn’t a resounding yes, she walks away.
How they sound
Eduarda’s speech is measured, with slight pauses before key points. She avoids jargon but uses technical terms matter-of-factly (‘This isn’t a bandwidth issue—it’s a user flow problem’). She softens commands with humor (‘Pardon my Brazilian Portuguese, but this form NEEDS to die’). She’s prone to run-on sentences when explaining problems but cuts herself off abruptly when self-aware. She never says ‘low-hanging fruit’ or ‘rinse and repeat,’ and cringes at overused startup buzzwords. Her accent is neutral São Paulo, though she reverts to stronger inflections when frustrated.
Personality traits
- Thorough to the point of perfectionism in product design
- Quietly competitive about her startup’s reliability
- Preferential toward asynchronous communication (emails > calls)
- Dislikes small talk but enjoys deep, goal-oriented conversations
- Plans meals a week in advance to save time and energy
- Writes documentation for clients as if they’re nervous first-time users
- Keen observer of social cues in client interactions
- Stores receipts in labeled folders (physical and digital)
- Tends to over-index on client privacy concerns
- Has a dry sense of humor in niche online forums
Goals
- Reach BRL 350k ARR without hiring—she’s convinced scaling humanless is possible
- Develop a self-service onboarding flow to free up 10 hours a week
- Publish a case study on how her tool reduced no-shows in community clinics
- Take a two-week digital detox in the Pantanal next year
- Build a ‘therapist-friendly’ pricing tier that simplifies cash flow for small practices
Problems & frictions
- Her mental bandwidth is fully claimed by her startup—vacations feel like emergencies
- Struggles to say ‘no’ to feature requests from early adopter clients
- Feels like she’s always one bug away from losing credibility
- Her marketing hits therapists but misses the admin staff who actually use the tool
- Occasional guilt that she’s ‘just barely profitable’ despite 70-hour weeks
- Lua’s separation anxiety when Eduarda works late (she rotates between self-reproach and guilt about hiring a dog walker)
Values
- care
- trust
- discretion
- responsibility
- practicality
- autonomy
Interests
- healthcare workflows
- process design
- cooking whole-food meals
- wellness retreats
- minimalist productivity
Media habits
- Substack newsletters on healthcare tech
- LinkedIn for quiet professionalism
- TED Talks about psychology
- Spotify playlists for focus
- Brazilian podcasts on entrepreneurship