StarbucksBuyer Persona Overview

March, 2015

Hi! Please don’t talk to me until

I’ve had my coffee! LOL. I’m a 20-

year-old college student who is

always on the go. I’m often late to

class, because I had to stop and

get a Starbucks first. I need

caffeine to get me through my six

classes, and I love studying in

Starbucks. I listen to the solo

piano station on Pandora while I

study.

Katy the Coffee Queen

BACKGROUND:

• College student

• Caffeine is imperative

• Loves concerts and studying in coffee shops

DEMOGRAPHICS:

• Female

• 18-35

• $20,000-$30,000 per year

• Urban

IDENTIFIERS:

• Easy to talk to

• Kind spirit

• Instagram lover

Katy the Coffee Queen

GOALS:

• Wants good, fast coffee

• A place to study/relax with coffee

CHALLENGES:

• Timeliness with class schedule

• Over-crowding in libraries

HOW WE HELP:

• Deliver coffee quickly from our various locations, including those on campus

• Include a space to study, listen to music and hang out with friends/classmates

Katy

REAL QUOTES:

“It’s important for me to be able to get my coffee while on campus in a fast-manner. I’m always on the run and caffeine keeps me going. When I have downtime, I also like to study in Starbucks.”

COMMON OBJECTIONS:

• Often out of the snacks I’d like to buy. Sometimes the shop is too crowded to find a seat.

Katy the Coffee QueenMARKETING MESSAGING:

• We strive to provide fresh coffee to those on the go. We also take pride in our environment of like-minded coffee lovers who may use our spaces to study and chat.

ELEVATOR PITCH:

• It’s important that we are efficient and our orders are correct and quick. We should also be aware of our college audience and their schedules.