An example buyer persona of a Starbucks customer in 2015.

1. February, 2015

2. Busy Businesswoman
Barb
BACKGROUND:
• Sales representative
• Company has customers nation-wide; this
keeps Barb very busy
• Single, ambitious, masters degree
from state college
DEMOGRAPHICS:
• Skewed female
• Age 28-35
• Average salary $47,000-$75,000
• Urban
IDENTIFIERS:
• Friendly, talkative, presistent
• Easy to be reached on two different cell
phones
• Likes a structured schedule

3. Busy
Businesswoman
BarbGOALS:
• To meet all expectations for the day in a
mannerly schedule
• Satisfy customer expectations of the
products
• Keeping her management informed by
submitting all organized sales activity
• Monitor competition regularly
CHALLENGES:
• Time constraints
• Customer dissatisfaction
• Maintaining an organized daily schedule
HOW WE HELP:
• Reliable hours of operation, products
and service
• Offering a calm environment to cater to
Barb’s busy day ahead, a place for her
to work during the day, and an
environment and products to allow her
to unwind after each work day

4. Busy Businesswoman
Barb
REAL QUOTES:
• “I want a reliable place to begin
my busy day.”
• “I need reliable hours of operation
and a guarantee of receiving the
coffee and breakfast sandwich I
prefer each morning on time.”
• “The first people I interact with in
the morning are your employees,
so my experience there really sets
the tone for my attitude for the
rest of my workday.”
COMMON OBJECTIONS:
• The lines will be too long causing
me to be late for my workday
• The prices of your products are
too high
• There is not enough space for me
to work in your store

5. Busy
Businesswoman Barb
SOCIAL MEDIA MESSAGING
SAMPLES:
• Twitter: “We are now
offering your favorite
@Teavana teas! Stop in
today for a tea to go along
with your favorite pastry”
• “If you bring in one of our
reusable coffee cups, we’ll
take $1 off your purchase in
stores today.”
• Instagram: “There’s a fresh
batch of croissants waiting
for you this morning at your
local @Starbucks!
ELEVATOR PITCH:
• We are here to offer you
quality coffee and reliable
service, but to also offer
connection to our employees
and to each other in our
open coffeehouse
environment.