BUSY BRIAN By Ricki Friedman

1. STARBUCKS
COFFEE
Buyer Persona
PUR4932
RICKI FRIEDMAN

2. BUSY BRIAN
BACKGROUND
• UF Law School Student
• Enjoys playing guitar
and reading books
DEMOGRAPHICS
• Male
• 21-30
• Still dependent on parents
• Urban city
Identifiers
• Student, university, young professional,
• Productive
• Still maintains a social life
• Eats healthy

3. BUSY BRIAN
GOALS
• Do well in school
• Socialize
CHALLENGES
• Busy lifestyle, balancing out
school work and social life
• Hectic school schedule
• Time management
HOW STARBUCKS HELPS
• Help Brian stay awake with coffee and food
items
• Drive-thru service to save time, if not still on-
the-go
• Friendly staff to motivate him
• Provide him a place to socialize with friends

4. BUSY BRIAN
REAL QUOTES
• “I love socializing, but I feel like I
don’t have time with all of my
school work.”
• “I feel like there aren’t enough
hours in the day to get all of my
work done. I need help staying
awake.”
COMMON OBJECTIONS
• Is there going to be a long line?
• Starbucks is only open until a
certain time.
• Is it going to be noisy?

5. BUSY BRIAN
Marketing Message
• Relaxing, friendly environment
perfect for getting work done and
getting some coffee to stay
awake, even good for catching up
with friends
Elevator Pitch
• Starbucks is your one-stop-shop
that provides the perfect “homey”
environment for grabbing coffee,
whether it’s a quick sip or long sip.
We offer comfortable space to sit
and do work or catch up with
friends.

6. SAMPLE SOCIAL MEDIA
Come chill out with us.
Take a coffee break
from your day of
studying with us
@Starbucks.
How are you spending your
Monday? *Posts picture of
sun with a cup of
Starbucks coffee to
motivate consumer.*