John Prosacco

Why this persona fits the audience

Owns a 6-person plumbing and heating business in Manchester and handles the website himself between jobs. He keeps a list of page ideas in Google Sheets, occasionally rewrites service pages after hours, and uses a freelance designer only for occasional updates.

• Age: 44
• Location: Manchester, UK
• Occupation: Business Owner
• Income: £58k draw plus business profit
• Education: NVQ / trade qualification
• Company size: 6
• Years in role: 12

“You get what you pay for, and if it ain't right, you fix it. Simple as that.”

John Prosacco, 44, is the owner and operator of a six-person plumbing and heating business based in Manchester, UK. He learned his trade through a rigorous NVQ qualification and spent years working for larger firms before taking the leap to start his own company over a decade ago. This journey instilled in him a deep appreciation for craftsmanship and self-reliance. His income fluctuates, typically drawing around £58,000 annually, with the remainder of the business's profits reinvested or saved. John is a man of routine and practicality, living a relatively solitary life in his own home, which he meticulously maintains himself. His business has grown steadily through word-of-mouth and a reputation for solid, dependable work. He’s not particularly tech-savvy but understands the necessity of an online presence. He manages the company website himself, maintaining a Google Sheet filled with ideas for new service pages and content. He’ll often spend evenings after long days on-site, hunched over his laptop, tweaking website copy or researching new boiler models. He occasionally hires a freelance designer for more significant visual updates but prefers to handle the content and structure himself, believing he knows his services best. His decision-making process is grounded in tangible results and cost-effectiveness; he’s wary of overly complex solutions and values straightforward, honest advice. He’s deeply invested in the success of his business, seeing it as a reflection of his own hard work and dedication. While he enjoys the autonomy of being his own boss, the constant pressure to perform and manage staff weighs on him, though he rarely voices these concerns openly. His primary focus remains on delivering quality work and ensuring his team is competent and well-equipped, embodying the values of craft and straight talk in every aspect of his professional life.

Background & daily life

A day in their life

John’s day typically begins around 6:30 AM with a strong cup of tea and a quick scan of emails and the day’s schedule. By 7:30 AM, he’s usually on his way to a client’s job, often a boiler replacement or a complex leak investigation. He spends the morning on-site, either working alongside his team or overseeing the job. Lunch is usually a quick sandwich eaten in the van. The afternoon might involve another site visit, quoting for a new job, or returning to the small office space at his home to manage invoices and respond to client queries. Evenings are often dedicated to business admin, including updating his Google Sheet of website ideas or drafting a new service page, before a simple dinner and catching up on the news or a football highlights show.

Lifestyle

John lives alone in a comfortable, if slightly dated, semi-detached house in a well-established Manchester suburb. His routine is dictated by the demands of his business, but he carves out time for his passions. Weekends often involve a mix of home maintenance, watching Manchester United matches with mates at the pub, and occasionally tackling a personal DIY project, like fitting a new bathroom suite in his own home. He’s not one for extravagant spending, preferring to invest in quality tools or save for a rainy day. Social life revolves around a close-knit group of friends from his trade and his football club.

Work life

John’s days are a constant juggle between on-site work and managing his six-person plumbing and heating company. He’s often the first one up, checking emails and job schedules before heading out to a client’s property. His team handles most of the physical installations and repairs, but John still gets involved in complex diagnostics and larger projects. He’s the primary point of contact for most clients, handling quotes and problem-solving. The administrative side, including the company website, falls to him in the evenings or during brief lulls, often involving quick edits in Google Sheets or drafting new service descriptions.

Relationships

John is single and lives alone, but he maintains strong ties with his parents, who live nearby and occasionally help with administrative tasks. His core social circle consists of a few close friends, mostly fellow tradesmen he’s known for years, and his football mates. He trusts their opinions on business matters and practical advice, often discussing challenges over a pint.

How they decide

John is a pragmatic decision-maker. He weighs practical benefits against costs and time investment, preferring straightforward solutions. He relies on his own experience and trusted peer advice, often researching options thoroughly but avoiding overly complex or theoretical approaches. He’s not easily swayed by hype and values tangible results.

How they sound

Speaks with a clear, no-nonsense Manchester accent. Tends to be direct and to the point, avoiding jargon unless it's trade-specific. Uses common British colloquialisms like 'chuffed,' 'gutted,' and 'sorted.' His tone is generally calm and measured, but can become more animated when discussing football or a particularly challenging job. He’s not afraid to admit when he doesn’t know something but will quickly follow up with how he’d find out.