Starbucks

Buyer Persona Overview

February, 2015

Totally College Carly §  Background

§  Third year college student

§  Involved on campus (ex: sorority)

§  Part-time nanny to 2 children (under 10 years old)

§  Demographics

§  Female

§  Age 18-22

§  Comes from upper-middle class family

§  Identifiers

§  Outgoing with high energy level

§  Busy but sporadic schedule

§  Depends on social media heavily

Totally College Carly §  Goals

§  Excel academically and be involved on campus while sustaining a social life

§ Maintain a healthy lifestyle

§  Challenges

§  Getting everything done/ being everywhere on time

§  Dealing with unexpected work and events

§  How we help

§  Being a quick and convenient stop for coffee and snacks

§  Creating a quiet environment to do work

§  Providing options for the more health-conscious

Totally College Carly §  Real Quotes

§  “I don’t want to worry if the line is too long at the Starbucks on campus and then I have to decide whether to wait or to be late to class.”

§  “I want the option to chose a healthier option, even on the go.”

§  Common Objections

§  I don’t want to waste time getting a coffee when I have to be somewhere at a certain time.

§  I don’t want to spend significantly more money than it would cost me to make a similar product at home.

§  I shouldn’t have to settle for a high calorie product when it’s not what I’m looking for.

Totally College Carly § Marketing message

§  Full-service, fast-food style café

§  Elevator pitch

§ We provide various foods and beverages to suit anyone’s taste or diet in an efficient and convenient manner to keep you going, not slow you down.

Social Media Messaging Samples: Instagram

Social Media Messaging Samples: Twitter

(Tweet is original, made on Canva)

Social Media Messaging Samples: Twitter

(Tweet is original, made on Canva)

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