STARBUCKS COFFEE COMPANY

BUYER PERSONA OVERVIEW

February 2015

ELEANOR SMITH BACKGROUND:• College student• Works at campus bookstore • Needs to be productive during the day and

even during the night if staying up to work and or study

DEMOGRAPHICS:• Female• Age 18 - 22• HH Income > $20,000 • Urban

IDENTIFIERS:• Trendy – up to date on latest trends & pop

culture• Efficient – likes things convenience and

quickness• Social media users

ELEANOR SMITHGOALS:• Complete college – earn degree• Become financially independent

CHALLENGES:• Limited amount of time between work and

class• Specific drink orders

HOW WE HELP:• Provide a variety of options for customer

to customize their drink to their likings.• Have a steady flow of baristas working to

keep the lines moving quick and efficiently

ELEANOR SMITHREAL QUOTES:• “Without my iced coffee I don’t know how I

would make it through my 8:30 classes!”• “In college you find out your true friends

and that is coffee!”• “I consider coffee as an investment for my

future. Without it how would I even get through school?”

COMMON OBJECTIONS:• Buying coffee can become really expensive

and I have other necessities I need to worry about as well.

• Some days I don’t want coffee but I still want another source of caffeine.

ELEANOR SMITH MARKETING MESSAGING:• Creating a laid back coffeehouse vibe with

baristas who understand what the customer desires.

ELEVATOR PITCH:• We provide a variety of coffees and made to

order drinks that you can customize however you want. Also by becoming a gold card member you will be saving money and earning rewards, like a free drink!

SOCIAL MEDIA MESSAGES SAMPLE TWEET• “Busy? Stop by today to get your energy fix quick

and easy. #Starbucks2GoSAMPLE INSTAGRAM POST• “1 iced coffee. 1 pump Cinnamon Dolce. 1 Monday.

#RecipeForAwesomeSOCIAL MEDIA PREFERENCE• Twitter• Instagram