This a project for my social media management class at the University of Florida with Professor Lisa Buyer. #UFPUR4932 I created a sample business buyer persona for Starbucks Coffee Company. Enjoy!

1. Starbucks Coffee Company Buyer
Persona
February, 2015

2. Marie Jones
BACKGROUND:
• Second grade teacher at Frank C. Martin
Elementary School
• Worked at Frank C. Martin for two years (as
full-time faculty); previously substituted and
taught at other schools
• Married with three children (20, 12 and 10)
DEMOGRAPHICS:
• Female
• 40-50
• Dual HH Income: $120,000
• Suburban
IDENTIFIERS:
• Kind character
• Loves to help others
• Goes above and beyond for her job

3. Marie Jones
GOALS:
• Be a timely/efficient educator
• Be fully functional in the classroom
CHALLENGES:
• Getting everything done with no help in
the classroom– student-teacher ratio:
20:1
• Educating young, rambunctious children–
TIRING!
HOW WE HELP:
• Make it easy to get coffee & stay
energized through Starbucks drive-thru
• Promote coffee specials on Starbucks
social media accounts so customer can
get more “bang for his/her buck”

4. Marie Jones
REAL QUOTES:
• “I’m always in a rush and I need
a quick, convenient way to get
my daily cup of coffee.”
• “Dealing with these kids each
day is A LOT of work, if you’re
tired or not in a good mood,
forget it!”
• “Buying coffee out can add up to
be quite expensive, I need
something affordable, but still
convenient.”
COMMON OBJECTIONS:
• I’m worried I’ll be late for work
and rushing even more if I stop
for coffee on my way to work.
• I don’t want to end up spending
more money than I would if I
had the time to make coffee at
home.

5. Marie Jones
MARKETING MESSAGING:
• Convenient Starbucks drive-
thru & promotion alerts via
social media & mobile app.
ELEVATOR PITCH:
• Starbucks is making it easy
to get your cup of Joe on
the go! Order through our
many drive-thru locations as
well as receive promotional
updates via our social media
accounts and mobile app–
guaranteeing you get the
most for your time &
money!

6. Social Media Messaging Samples
Hey coffee-lovers! Stop by any participating
Starbucks for happy hour: 1 p.m. to 6 p.m.
Buy one get one free! #StarbucksSale
On the go Joe! Stop by any Starbucks drive-
thru for a delicious, quick cup of coffee on
your way to your next destination!
First 1,000 followers to
repost this photo & shout us
out will receive a free bakery
item of choice! Make sure
to tag us!