A persona profile for a potential buyer of Starbucks

1. Starbucks Buyer
Persona Overview
October, 2015

2. Young Adult Ashley
• BACKGROUND:
• Works a part-time job
• Goes to college
• Involved with clubs and organizations
• DEMOGRAPHICS:
• Skew female
• Age 18-26
• Makes $8 per hour; 10 hours a week
• Urban
• IDENTIFIERS:
• Always busy studying, working, and going to class
• Stressed out

3. Young Adult Ashley
• GOALS:
• To stay awake while studying, working, and being at class
• To get healthy food fast, in-between classes/work/studying
• CHALLENGES:
• Getting all of her work done
• Being prepared for class
• HOW WE HELP:
• Coffee helps her stay awake
• Starbucks provides healthy food that you can take on the go

4. Young Adult Ashley
• REAL QUOTES:
• “I’m so tired from studying all night and I need to stay
awake for class.”
• “I’m in a rush and have not eaten all day. I need to get food
on the go that’s good for me because I’m on a diet.”
• “I need to study but I’m so sleepy.”
• COMMON OBJECTIONS:
• I’m worried I may not have enough time to eat
• I’m I won’t be eating healthily
• I’m worried I won’t be awake enough

5. Young Adult Ashley
• SOCIAL MEDIA MESSAGING:
• Twitter: “I’ve been up all night! I need to stay awake for
class.”
• Instagram: “Dreaming of caffeine.”

6. Young Adult Ashley
• MARKETING MESSAGING:
• Caffeinated Beverages and Healthy Foods, On The Go
• ELEVATOR PITCH:
• We can give you the caffeine that you need so that you can
stay awake to study or go to class, and if you’re hungry and
don’t have much time, we can give healthy food on the go.