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.
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