Starbucks Buyer Persona

By: Paulina Rios

Taylor the College Student

Taylor Background: Taylor is a full-time college student. She enjoys cheerleading and playing the guitar. Taylor is also a member of a sorority in her university.

Demographics:• Female • Age: 18-22• Single • Urban • Highest Level of Education: high

school degree

Identifiers:• Spends a lot of her time online

via PC and tablet • Prefers receiving emails over

phone calls

• Actively involved on campus

Taylor Goals: • Maintain a 3.5 GPA or above• Obtain a summer internship

in New York City

Challenges: • Allocating time for school work,

extracurricular activities, and family • Keeping up with the latest trends

How We Help: • Offer a relaxing environment for people to

study • Sell drinks that can keep customers awake

and energized • Promote a variety of seasonal drinks • Provide a cool place for people to share

drinks and snacks with others

Taylor Real Quotes: • “As the semester goes by, the classes get

more challenging, and I will probably pull a couple of all-nighters.”

• “All the libraries and study lounges on campus are always packed with students.”

• “I want to do well in school, but my social life is also important.”

Common Objections: • I’m worried that I might become

dependent on coffee. • I shouldn’t spend so much money

every week on coffee.

Taylor Marketing Message:

• Serving coffee the smart way.

Social Media Marketing Message:

• Instagram: “Our Pumpkin Spice Latte is just in time for fall season. #PSL”

Heather the Soccer Mom

Heather Background:

Heather is a stay-at-home soccer mom. She is married and has three children (5, 8 and 10). She loves spending time with her children and being at all their soccer games.

Demographics: • Female• Age: 33-43• Household Income: $98,000• Married• Suburban • Highest Level of Education: Bachelor’s degree

Identifiers: • Highly organized • Passionate about sustainability• Prefers face-to-face interactions

Heather Goals:• Raise her children in a loving

home • Send her children off to college• Make her husband happy

Challenges: • Sending her child off to school every morning • Keeping up with her children’s soccer schedules• Allocating time for her children, husband, friends, and

herself

How We Help: • Committed to finding new ways for creating

sustained change• Sell coffee and brewing systems to make at

home• Sell delicious treats and snacks for children

Heather Real Quotes:

• “I enjoy waking up early every morning just to send my children off to school and my husband off to work.”

• “I want to be known as the fun mom.”• “I want my children to understand the

importance of sustainability especially since I didn’t have that growing up.”

Common Objections:• I’m worried the snacks are not healthy

enough for my children. • I don’t think enough is being done to

sustain the planet we live in.

Heather

Marketing Message:

• Serving more than just coffee.

Social Media Marketing Messaging:

• Facebook: “This year we’ve helped plant 3,000 trees with our Plant a Tree Program.”

Link: http://sbux.co/OneTreeForEveryBag

Sandra the Corporate Worker

Sandra Background: Sandra is a public relations specialist. She has worked in the corporate field for six years. She is married with no children. She also enjoys speaking at several conferences throughout the year.

Demographics: • Female• Age: 25-33• Household Income: $110,000• Married • Urban • Highest Level of Education: Master’s degree

Identifiers: • Highly organized • Likes to do research on her PC

• Uses social media heavily via her PC and mobile phone

Sandra Goals:• Keep her clients happy • Effectively promote the company’s

brand using social media

Challenges: • Finding time to relax and eat amidst of all

the work and meetings • Keeping everyone who attends meetings

engaged • Maintaining all the social media pages

How We Help: • Our mobile application lets you place your order ahead of

time without having to worry about the long lines.• Our several social media accounts can serve as inspiration • Serve our snacks and coffee during staff meetings

Sandra Real Quotes: • “It’s difficult keeping the employees

engaged during our staff meetings, especially when they have to attend several meetings in one day.”

• “I don’t have time to prepare foot at home for work, and I rather not spend all my lunch break making a line to get food.”

Common Objections: • The lines are always so long. • Buying coffee and snacks for every team meeting

can be pricy, and there has to be someone responsible of having the food and drinks there every meeting.”

Sandra

Marketing Message:

• Ordering coffee has never been easier.

Social Media Marketing Messaging:

• Facebook: “In a hurry to get to work? Yeah, we understand. Our new Starbucks app allows you to order your coffee before you get there. No line. No hassle.” Link: http://bcove.me/sgzrayi7