This document profiles Gretchen, a 23-30 year old female graduate student pursuing a Masters in Brand Management. She balances her social life with school and internships while relying on her parents, grants, and loans for income. Gretchen uses social media frequently and likes to spend time with friends. She seeks a place like Starbucks that offers food, drinks, WiFi and a space to both study alone or in groups and grab a quick coffee in the mornings to help her manage her busy schedule and stay awake to study while maintaining her GPA.

2. GRETCHEN THE GRAD
STUDENT
 BACKGROUND:
• College Student currently
interning with a local PR firm
• Single with no children
• Bachelors degree in Public
Relations, Pursuing a Masters in
Brand Management
 DEMOGRAPHICS:
• female
• Age 23-30
• Income: income from parents ,
grants and student loans
• Suburban
 IDENTIFIERS:
• Frequently uses social media
(Instagram and Twitter)
• Sociable
• Likes to leave time to hang out
with friends.

3. GRETCHEN THE GRAD
STUDENT
 GOALS:
• Balance social life and school
life
• Manage free time effectively
• Maintain her GPA
 CHALLENGES:
• Getting everything done and still
having a social life
• Staying awake to study
 HOW WE HELP:
• Providing Gretchen with a one
stop shop where she can meet
with friends, study, and grab a
cup of coffee
• Starbucks offers food and drink
rewards.

4. GRETCHEN THE GRAD
STUDENT
 REAL QUOTES:
 “ my roommates are so
loud. I wish I had
somewhere else to study”
 “Sometimes I just need a
pick- me- up”
 “I'm usually up all night
but have trouble getting
started in the mornings ”
 COMMON OBJECTIONS:
• As a student, I am worried I
don’t have the disposable
income to spend on coffee.
• I am in a rush in the
morning, I don’t have time to
stop for coffee.

5. GRETCHEN THE GRAD
STUDENT
TWITTER: Pulling another all nighter #gradstudent
FACEBOOK: Winter Break is around the corner – I cant wait to see all of my family and
friends back home!
INSTAGRAM: #ButFirstCoffee

6. GRETCHEN THE GRAD
STUDENT
 MARKETING MESSAGING:
• Starbucks offers a calm
serene environment for
studying alone or in groups.
In a rush? We also have a
drive through for quick
stops with monthly
promotions for students.
 ELEVATOR PITCH:
• We give you great coffee,
nutritious food and the
perfect setting for a study
session including free WI-
FI. Starbucks is where
professionals come to relax,
work, or just to enjoy
friendly conversation.