STARBUCKS BUYER PERSONA OVERVIEWFebruary, 2015

HIP HANNAHBackground:- Marketer for American Apparel- Single working woman, feminist, enjoys shopping at thrift stores and walking her two great danes, Mic and Jack

Demographics- Skews Female, fairly equal- HH Income: mid-income ($30-50k)- Urban

Identifiers- Technology, Yoga, Clean Eating- Creative, On-Trend, Unique, Coffee Connoisseur

HIP HANNAHGoals- Succeed at work- Maintain healthy, trendy image

Challenges- Maintaining energy- Getting healthy snacks on-the-go

How we help- Providing Caffeine in an appealing drink- Having healthy snacks and meals prepared, as well as some delightful sweets- Providing a comfortable, trendy place to work

HIP HANNAH

Real Quotes- “I work a lot and I barely get enough sleep.”- “I love being different and relaxing after a long days work.”- “Sometimes I just need a pick-me-up.”

Common Objections- High price- Not personal enough- Misspelled names on cups

HIP HANNAH

Common Social Media Platforms- Instagram- Twitter- Tumblr

Marketing Messaging- Emphasize Personal Experience- Introduce New Products