A look at a potential buyer persona for Starbucks Coffee.

1. Starbucks Coffee
Buyer Persona Overview
Dani Chiong
February, 2015

2. Need-A-Boost Brittany
Background:
• College Student
• Full time student that works part-time or has an internship
Demographics:
•Skews female
•18-25
•Dependent on parent income
•Urban (college-town)
Identifiers:
•Busy balancing school/work/friends
•On the move

3. Need-A-Boost Brittany
Goals:
• Stay focused on long days packed with classes.
• Find time to socialize with friends.
Challenges:
• Managing time effectively.
• Staying motivated.
How we can help:
• Great morning or afternoon pick-
me-up to keep you going.
•Provide a relaxing atmosphere for
unwinding and chatting with friends.

4. Need-A-Boost Brittany
Quotes:
• “Staying awake during an 8 a.m. class can be really difficult.”
• “By 3 p.m. I am ready for a long nap, but I still have so much to
do.”
• “Sometimes I like a nice place to study that isn’t as dead quiet as
the library.”
Common Objections:
• Getting coffee often is expensive.
• The line is too long.

5. Need-A-Boost Brittany
Marketing Message:
• High quality, personalized coffee that is both an indulgence
and a necessity.
Elevator Pitch:
• Every sip is a delicious, personalized pick-me-up that can
help you make the most of your day.

6. Need-A-Boost Brittany
Social Message:
• Instagram
• High prestige among younger internet users. Heavy
visual focus inspires artistic creativity.