Dominik Weller

Why this persona fits the audience

Runs a brick-and-mortar tabletop shop with a spouse and two part-time staff; the store’s online singles shelf is separate from the POS, so inventory is copied into spreadsheets before Cardmarket and eBay uploads, and high-value cards are checked manually.

• Age: 42
• Location: Berlin, Germany
• Occupation: game store owner
• Income: €62k
• Education: vocational certificate
• Company size: 4 employees (including spouse)
• Years in role: 12

“The spreadsheets are a necessary evil, but at least I know exactly what we have, and where it is. That’s worth more than a fancy dashboard I don’t understand.”

Dominik Weller grew up in a working-class family in East Berlin, experiencing the city's transformation firsthand. After completing vocational training in retail management, he worked for several years in a large electronics store, learning the ropes of customer service and inventory control. The allure of independent business, coupled with a lifelong passion for tabletop gaming, led him and his wife, Anja, to take a leap of faith in 2012. They pooled their savings and secured a small loan to open 'Weller's Spielwelt,' a modest shop in a less-trafficked but affordable Berlin neighborhood. Initially, they focused on board games and role-playing games, but Dominik’s personal interest in Japanese TCGs like Yu-Gi-Oh! and Cardfight!! Vanguard quickly became a significant draw. He meticulously built relationships with distributors, learning the nuances of the secondary market. The store’s success has been gradual, built on consistent quality, fair pricing, and Dominik’s unwavering commitment to orderliness. He views his income of €62k as a fair reflection of his hard work and the risks involved, allowing for a comfortable family life but little room for extravagance. He’s deeply invested in the local community, sponsoring a youth basketball team and participating in neighborhood business initiatives. His decision to keep the online sales inventory separate from the main POS system stems from a deep-seated distrust of overly integrated, potentially unreliable software, preferring the tangible control of spreadsheets, even if it means extra work. This meticulous, hands-on approach defines his professional life and his cautious outlook on adopting new business technologies.

Background & daily life

A day in their life

Dominik's weekday typically begins around 7:30 AM with coffee and a quick review of overnight online sales figures and any urgent emails. He arrives at the shop by 9:00 AM to open up, often before his staff. The morning is spent organizing new arrivals, checking in shipments, and preparing for the day's customers. He’ll spend an hour or two meticulously updating his spreadsheets with new single card inventory, cross-referencing prices from Cardmarket. Lunch is usually a quick sandwich at his desk. The afternoon involves customer interactions, advising on game rules, managing staff tasks, and perhaps a brief call with a supplier. He closes the shop around 6:30 PM, heading home for family dinner, though he might check eBay notifications on his phone later in the evening.

Lifestyle

Dominik lives in a modest but well-maintained apartment in Prenzlauer Berg with his wife, Anja, and their two children. Their weekends are a blend of family time, often involving trips to local parks or visiting grandparents, and managing the store. He’s a creature of habit, enjoying his morning coffee while reviewing sales figures from the previous day. While he’s not extravagant, he ensures the family has comfortable savings, prioritizing long-term security over immediate gratification. He occasionally indulges in a new Japanese TCG booster box for personal enjoyment, but mostly views his hobbies through the lens of his business.

Work life

Dominik's days are a constant juggling act between customer service, inventory management, and staff supervision. He works closely with Anja, who handles most of the administrative and financial side, while he focuses on floor operations and sourcing. Their two part-time employees, a student and a young mother, are reliable but require clear direction. The biggest daily friction comes from the disconnect between their in-store POS system and the separate spreadsheets used for online sales, a manual process he’s reluctant to change despite its inefficiencies. He spends significant time verifying high-value card conditions and pricing before uploading them to Cardmarket and eBay, a task he trusts only himself with.

Relationships

Dominik's closest confidante is his wife, Anja, who is also his business partner. They have a solid, pragmatic relationship built on shared responsibility for the store and family. His relationships with his staff are professional and cordial; he values their contribution but maintains a clear hierarchy. He has a network of long-term customers who are more like friends, and he actively participates in local business association meetings, valuing the camaraderie and shared challenges with other small shop owners.

How they decide

Dominik is a cautious and research-oriented decision-maker, especially concerning business operations. He prefers to stick with proven methods and is skeptical of new technologies unless he sees clear, tangible benefits and a low risk of disruption. He will meticulously compare options, often discussing them with Anja or trusted fellow shop owners before committing. He values reliability and ease of integration over cutting-edge features.

How they sound

Speaks with a measured, slightly formal tone, typical of Berliners. His German is clear and precise, with occasional use of mild, dry sarcasm when discussing business frustrations. He avoids overly casual slang or effusive language, preferring directness. He tends to pause before answering complex questions, indicating he's carefully considering his response. He rarely uses English terms unless they are standard industry jargon for TCGs.