Starbucks Buyer Persona Project 1

1. Starbucks
Buyer Persona
Overview
February, 2015

2. Studious Sarah
•
BACKGROUND:
•
Sarah is a 19-year-old college student.
•
She is currently on the pre-med track
at University of Florida.
•
Spends a lot of time studying and doing
school work.
DEMOGRAPHICS:
•
Female
•
18-22
•
$5,000-$15,000
•
Suburban
IDENTIFIERS:
•
Intelligent, Hardworking, Busy.

3. Studious Sarah
GOALS:
Get good grades so she can make it into med
school.
Find a convenient way to study
CHALLENGES:
Busy schedule allows for no time to scope out
new places to study
Roommates make it difficult to study at home
She's always too tired because of her busy
schedule to study
•
HOW WE HELP
Starbucks is a convenient, comfortable place
to study and the drinks help keep you alert.
Having a comfortable place to study will
increase studying and therefore increase
grades and the odds of getting into med
school.

4. Studious Sarah
•
REAL QUOTES:
•
“I really struggle to study at
home. I'm always tired, and my
roommates are easy
distractions”
“I don't really like the library
because it's too quiet and stuffy.
Plus I sometimes like to study
with others, and it's hard to do
in such a dedicated quiet space”
“If I don't start studying more, I
won't do well in my classes”
COMMON OBJECTIONS:
•
I don't want to spend money
every time I study
•
Starbucks is sometimes too
crowded.

5. Studious Sarah
•
MARKETING
MESSAGING:
•
We will market to young college
students who are living in
college-towns, with their
education as their primary focus.
•
We will use facebook and twitter
as the primary means of getting
our message across because
studies show college-age
students are more likely to use
these platforms.
•
Ex: Take your study break with
Starbucks and enjoy half-priced
drinks during finals week!
•
ELEVATOR PITCH:
•
Starbucks is a convenient place
to study with friends or alone,
providing you with a relaxed
atmosphere and great drinks to
keep you alert.

6. Studious Sarah
•
MARKETING
MESSAGING:
•
We will market to young college
students who are living in
college-towns, with their
education as their primary focus.
•
We will use facebook and twitter
as the primary means of getting
our message across because
studies show college-age
students are more likely to use
these platforms.
•
Ex: Take your study break with
Starbucks and enjoy half-priced
drinks during finals week!
•
ELEVATOR PITCH:
•
Starbucks is a convenient place
to study with friends or alone,
providing you with a relaxed
atmosphere and great drinks to
keep you alert.