This document profiles a persona named "Business Man Ben" who works in a large corporation and feels overworked trying to balance his job and family responsibilities. He travels often for work which takes time away from his wife and three young children. The summary provides that Starbucks could help him by providing coffee and food to help energize him during long work days and travels, as well as giving him a comforting and familiar place during trips away from home. Marketing messages should focus on how Starbucks is always available to provide a pick-me-up wherever he is to help him get through busy days and spend more evening time with his family. Examples of targeted social media ads on platforms like LinkedIn and Facebook are also proposed.

1. Audience
Persona Profile
Building
By Cara Sirabella
(http://www.slideshare.net/carasirabella)

2. Starbucks- The Big City
Business Man

3. Business Man Ben
Background:
O Grew up with a strong father figure who motivates him to succeed
O Holds an important position at a large corporation
O Has worked for his company for several years now and many people rely on him
O If a better job opportunity were to arise, he would consider leaving his current position
O Married with 3 children (3, 5, 7)
Demographics:
O Male
O Age 30-40
O Wife is a stay at home mother
O Lives in a big city, but hopes to be able to move to the suburbs
O Income: $400,000 - $500,000
Identifiers:
O Often in a rush and feels he does not spend enough time with his children
O Goes into work early and often leaves late
O Travels often for his job
O Wants the best for his family

4. Business Man Ben
Goals:
O Continue to support his family financially and seek job opportunities that will
benefit them
O Work hard and be recognized by his boss for his success
O Spend more time with his family
Challenges:
O Working long hours and traveling makes it difficult to spend enough time with his
family
O Often questions if what he is doing is what is best for his family
O Is devoted to his work, but wonders if another career path would make him
happier or less stressed
How We Help:
O We are there every morning to provide quality coffee, tea, and food
O We are located globally and can be comforting when he is traveling
O Caffeine helps in the morning before work and after work before coming home to
his kids and wife

5. Business Man Ben
Real Quotes:
O “I’m too exhausted after work to spend quality time with my
family.”
O “I wish I didn’t have to travel so much. I feel like I am out of
town every other week.”
O “I wonder if I would be happier working somewhere I loved in a
field I felt passionate about, but I know I am supporting my
family.”
Common Objections:
O Waiting in line for coffee will make me late for an important
meetings or phone call
O It’s an extra expense that I could make myself for less money

6. Business Man Ben
Marketing Messaging:
Starbucks is always there for a pick me up before a long day and
after one regardless of where you are in the world.
Elevator Pitch:
Starbucks serves coffee, tea, and food that every business man
needs on their way to work or on the way home. Our premium
coffee wakes you up before that big presentation in the morning
and allows you to stay up and play with the kids at night.
Starbucks is there when you need it, even if you are thousands of
miles from home.

7. Business Man Ben
Example of Social Media Messaging:
Business Man Ben is most likely to use LinkedIn or Facebook. It
would be smart for Starbucks to place ads on these platforms.
The ad could read:
“Tired before the day even starts? Starbucks has got you
covered.”
The ad could even possibly come with a coupon and have a link
that allows you to look up the nearest Starbuck’s location.
The following slides show examples of ads to be placed on
LinkedIn and Facebook.

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