Buyer PersonaRene Ciarmataro1

StarbucksBuyer Persona Overview

October, 2015

Stressed-Out-SamiBACKGROUND:• University Student• Mid-class income family; has above-

average GPA • Social media savy, go-getter

DEMOGRAPHICS:• Skews Female• 18-30 years old• HH Income 30,000-50,000• Urban

IDENTIFIERS:• Has major workload• Spends significant time at the library

Stressed-Out-SamiGOALS:• Maintain grades/GPA/graduate• Become productive adult

CHALLENGES:• Managing time• Dealing with massive workload

HOW WE HELP:• Make it easy to stay awake and

focused• Keep you concentrated and productive

Stressed-Out-SamiREAL QUOTES:• “I can’t find time to manage my

class load, work load, and outside extracurricular activities”

• “I want to do so much with so little time”

• “I find it difficult to stay awake”COMMON OBJECTIONS:• I fear getting addicted to

caffeine.• I don’t make enough money to

afford high prices for coffee. SOCIAL MESSAGING• Love my #Starbucks early in the

morning (Twitter)• Pictures of drinks/pastries on

Instagram

Stressed-Out-SamiMARKETING MESSAGING:• Quality. Fast Coffee for the

Busy Student

ELEVATOR PITCH:• We’ll brew before your

breakfast and keep you moving throughout your busy day.