Ida is a 22-30 year old recent college graduate who has just moved to NYC for her first job at a PR agency. She is on a tight budget as she pays off student loans. As an intern working long hours who is still adjusting to a new city, Ida relies on affordable yet familiar coffee from Starbucks to stay alert and organized throughout her busy days.

1. 
Starbucks Buyer Persona
Carolyn Batt

2. Ida the Intern
 Background
 Recent college graduate; moved to new city for work
 Has one roommate she found on Craigslist
 Just started working at a PR agency in NYC
 Demographics
 Female
 Age: 22-30
 HH: $30,000
 Urban
 Identifiers
 Always on the go
 On a budget
 Looking to make a name for herself

3. Ida the Intern
 Goals
 Become account manager
 Pay off student loans
 Challenges
 Fitting everything into 24 hours
 Staying alert and organized
 How we help
 Quick caffeine boost on a budget
 Familiar coffee in an unfamiliar place

4. Ida the Intern
 Quotes
 “I’m working all the time at my new job, but have to
have my coffee throughout the day to keep me up.”
 “It’s hard being on a budget and finding a place in
the city without a line.”
 “I’m not entirely familiar with the city yet. I’m most
comfortable going to a place I know.”
 Common Objection
 I want to explore my options in the city more.
 I always end up buying more than just coffee.

5. Ida the Intern
 Favorite social media platforms: Instagram and Twitter
 Instagram:
 Caption: How I feel on Mondays
 Tweets:
 I’m always on the go, but I’m so happy with where I am.
 New city, same me.

6. Ida the Intern
 Marketing Message
 Coffee you know, on a budget
 Elevator pitch
 We give you the coffee you are familiar with at a
valued price the moment you need it.