A buyer persona for Starbucks.

1. Buyer PersonaChelsea Carman
PUR4932
Starbucks

2. College-Kid Carrie
Background:
• University of Florida graduate student
• Received honors on undergraduate degree
• President of three clubs
Demographic:
• Age 18-24
• Mostly female
• City
• Annual income: $6,000
Identifiers:
• Constantly frantic and busy
• Laptop always on hand
• Mostly found in large groups

3. College-Kid Carrie
Goals:
• Keep grades high
• Find time for leisure activities
Challenges:
• Getting homework done
• Feeling tired every morning
• Crashing in the early afternoon
How we help:
• Serve caffeinated beverages
• Provide a nice studying
environment
• Allow for group and club
meetings

4. College-Kid Carrie
Quotes:
• “I can never manage to get
everything done without
feeling tired by noon.”
• “All of my friends seem to
suffer from the same sorts of
problems.”
• “I just wish I could stay up later
to get more work done without
regretting it in the morning.”
Common Objections:
• Worried that caffeine will
cause future crash
• Not willing to spend the
money

5. College-Kid Carrie
Social Media:
• Tweet: “Two midterms and lab
tomorrow. #killmenow”
• Facebook: “Make sure you
attend ADPi’s meeting tonight
@ 7! Free pizza!”
Elevator Pitch:
• We provide an array of
beverages at a reasonable
price to give you a much
needed pick-me-up to increase
your ability to study for long
periods of time.