This is a presentation of a detailed customer persona for Starbucks.

1. Audience Persona
Profile Building

2. Stressed Samantha
BACKGROUND:
• Graduate law student at UF
• Ranked top of her undergrad class
and has always excelled in her
studies
• Both of her parents are also lawyers
DEMOGRAPHICS:
• Female
• Age: 23-25
• Financial aid/scholarship income:
$5,000
• Urban
IDENTIFIERS:
• Always stressing about school in the
library
• Very confident and straight forward
• Has a very tight schedule

3. GOALS:
• Graduate from law school and work
for a successful law firm
• Raise a family and be able to
support them financially
CHALLENGES:
• Having enough time to get all her
work done and feel prepared for her
classes
• Attending social events and making
connections
HOW STARBUCKS HELPS:
• Caffeine helps keep you awake on
long study nights
• Starbucks is a social phenomenon
• Easily accessible locations
• Mobile pay app allows for quicker
coffee pick ups
Stressed Samantha

4. Stressed Samantha Quotes and Objections
“I wish I had a way of
hanging out with friends
while studying.”
I’m on a tight
budget and
can’t afford to
spend too much
money on
beverages
I don’t have time in
my schedule to wait
in long lines

5. SOCIAL MESSAGING
• Stressed Samantha has the most presence on
the social media apps Twitter and Instagram
• As president of many clubs, she is mostly
found tweeting about upcoming meetings,
lectures, and guest visitors at the school of
law
• She likes to post about her personal life on
Instagram. She posts pictures of her studying
in the library and out with friends at school
and social functions.
Stressed Samantha
samantha-jones
samantha-jones it’s going be a long night!

6. MARKETING MESSAGING:
• A quick solution to long study
nights. Starbucks coffee will help
you stay awake. The mobile app will
help minimize time spent in lines
and our popular product and
location can aid social and study
time with friends.
ELEVATOR PITCH:
• Starbucks will provide you with
quick, easy, and delicious pick me
ups to not only get you through, but
also help you enjoy your study
journey with friends or on your
own!
Stressed Samantha