Value · Your starting point · lesson 0.5 open

A worked example (fictional persona)

The first deliverables completed for a fictional professional (a data engineering example), so you can see the format before creating your own.

Notice. "Ana" is a fictional persona created to illustrate the format. The numbers are hypothetical and do not represent student results or market expectations.

The profile

Ana, upper mid-level data engineer, 5 years of experience, employed under CLT (Brazil's formal employment regime) at a Brazilian retail company. Works with Spark and Airflow, delivers product reports. Wants an international B2B contract without moving cities for now.

Deliverable 1 — current hourly rate (lesson 0.1)

total annual net income     = R$ 120.000   (12 salaries + 13th salary + 1/3 vacation bonus + profit sharing [PLR] + benefits used anyway)
actual hours in the year    = 1.900
equivalent rate in reais    = 120.000 / 1.900 ≈ R$ 63,16
exchange rate (hypothesis)  = R$ 5,00
equivalent rate in dollars  ≈ US$ 12,63

Target channel market range (hypothesis, table from lesson 0.1): US$ 50 to US$ 70/h as bill rate for senior in Brazil, from one source. Gap: the cited range is several times her current hourly rate, but it is the rate the client pays, not what reaches her. The next lesson is finding out how much reaches her.

Deliverable 2 — starting point (lesson 0.3)

X-Ray bottleneck: Proofs (33/100) and Channel (17/100)
Primary channel: B (partner consultancies)  | backup: A (direct, via referral)
90-day goal: 20 messages and 6 conversations
Cut-off rule: if in 30 days there is no conversation, change the first line of the message
Hours per week: 5, outside current working hours

Deliverable 3 — an anonymized proof (lesson 2.4)

Title: Experiment reporting from days to hours
Context: digital retail, event table with tens of millions of rows per day
Problem: the report relied on a manually updated spreadsheet
Decision: incremental pipeline with date partitioning; ruled out full recalculation
          due to cost, and cluster caching due to complexity
Result: update time from ~2 days to ~3 hours (measured across 12 runs)

The veiled attribution test: would someone viewing Ana's profile guess the company? Is "digital retail" generic enough? Ana needs to check. If that company is the only digital retail employer on her profile, she raises the abstraction level to "e-commerce."

Deliverable 4 — the chain (lesson 3.1)

Ana maps the chain for an offer she received: end client → US consultancy → agency → Ana. She does not know the payment terms or the termination clause. She turns them into questions:

1. When the client pays the consultancy, within how many days does the agency pay me?
2. Is termination immediate if the client ends the engagement?

What Ana hasn't done yet

She hasn't negotiated, hasn't formed a PJ (a Brazilian company registered by an individual contractor), hasn't spoken to an accountant. That is what the course is for; the point here is that each deliverable fits on one page and is done in hours, not weeks.

Checklist

• Do the four deliverables fit on one page each?
• Does every number have a source, even if it is a stated estimate?

Checked on 05/10/2026. Educational content; tax and legal: confirm with a professional.