1. February 2015
STARBUCKS
BUYER PERSONA OVERVIEW

2. BACKGROUND:
-Stay at home mother of two kids
-Real estate agent on the side for 10 years
DEMOGRAPHICS:
-Skews female
-Age 30-45
-Suburban
-Duel HH Income: $130,000
IDENTIFIERS:
-Drinks 2-3 cups of coffee a day
-Constantly trying to stay awake to accomplish numerous tasks
NICOLE PARKER

3. GOALS:
-Managing kids and household while also keeping her part-time employer
happy
CHALLENGES:
-Having enough energy to get everything done
HOW WE HELP:
-Providing easy access to coffee
NICOLE PARKER

4. REAL QUOTES:
-“It has been very difficult managing a part-time job as well as taking care of
two kids. I don’t know how I can stay awake all those hours.”
-“I don’t have time to make coffee most of the time-I need something easily
accessed for my crazy schedule.”
COMMON OBJECTIONS:
-I have heard Starbucks is expensive and I am on a budget.
-Do I have time to wait in lines?
NICOLE PARKER

5. MARKETING MESSAGING:
-Easy access to coffee to get busy people through their long days.
ELEVATOR PITCH:
-We give you delicious coffee at your convenience by providing a drive-thru to
service our customers on-the-go and a cozy interior atmosphere for customers
who want a small break from the chaos of their schedules.
NICOLE PARKER