Lana Latte is a 20-29 year old graduate student in Florida pursuing dual degrees in public relations and journalism. She is independent but has a part-time job. Lana enjoys spending time studying and is self-motivated to work in an urban city setting where she can afford luxuries on her own income. As a busy student, Lana's challenges include staying organized and balancing her work, study, internship and graduate school schedules. Starbucks helps Lana unwind with coffee and WiFi in order to boost her creativity and recharge between commitments.

1. Starbucks
Buyer Persona Overview
October, 2015
Kacy Turenne

2. Lana Latte
BACKGROUND:
• Graduate Student at the University of
Florida
• Duel degree in Public Relations and
Journalism
• Single
DEMOGRAPHICS:
• Female
• Age: 20-29
• Dependent with part-time job
• Urban
IDENTIFIERS:
• Calm and collected
• Spends time studying
• Self-motivated
• Has expensive taste

3. Lana Latte
GOALS:
• Work in city-setting
• Make enough money to be self-
sufficient and afford luxuries
CHALLENGES:
• Staying organized
• Making time for full schedule
• Balancing
work/study/internship/grad
school
HOW WE HELP:
• Provide setting and product to
help the busy yuppie unwind and
wind back up for the next
undertaking

4. Lana Latte
REAL QUOTES:
• “Sometimes it’s hard to find a place
where you can grab a good cup of coffee
and get your creative juices flowing.
Starbucks provides that.”
• “Starbucks is a great meeting spot for
college students. Everyone can find
something that they like.”
• “I feel like I am treating myself when I
buy Starbucks as opposed to other
brands.”
COMMON OBJECTIONS:
• Starbucks is Pricey
• It can be crowded
• I can make coffee at home and cheaper
• I prefer Dunkin’ Donuts Coffee and food

5. Lana Latte
MARKETING MESSAGING:
• Providing an environment for
creativity and coffee consumption.
ELEVATOR PITCH:
• Starbucks can implement more
deals via the App. They can
participate in a free or national
coffee day. They can bring in more
revenue through opening more 24-
hour locations, do promotions, and
take-on a philanthropy.
Social Media:
• Use Twitter and Instagram to
promote community between
business and consumer through
hashtags, visuals and public
customer Q&A.