This document profiles a Starbucks buyer persona named Megan Smith. She is a University of Florida student majoring in public relations and English. She is involved in sorority, student government, and intramural volleyball. Her goals are to get good grades, attend graduate school for business administration, and eventually own her own business. Her challenges are staying focused, awake, and alert while balancing schoolwork, extracurriculars, and preparing for the GRE exam. Starbucks helps her stay energized for school and studying so she can achieve her goals.

1. October, 2015
Marisa
Stelnicki
STARBUCKS
BUYER PERSONA
OVERVIEW

2.  Background:
 Student at the University of
Florida
 Public Relations and English
major
 Involved in sorority, SG, and
intramural volleyball
 Demographics:
 Skews female
 Age 18-23
 Identifiers:
 Energetic, anxious, but content
and collected
 Family is probably pushing for
graduate school; has to study for
entrance exam and get good
grades for further education
MEGAN SMITH

3.  Goals:
 Do well in school, receive all A’s
 Go to graduate school for
business administration
 Own business one day
 Challenges:
 Getting all the schoolwork,
studying, and preparing for GRE
exam for graduate school done,
while still having fun and relaxing
 Getting good grades while
involved in many activities
 Staying awake and attentive in
school and while studying
 How We Help:
 Make it easier to stay focused
while in school and studying, in
order to reach goal of receiving
all A’s
 Helps to wake up and stay awake
while studying
MEGAN SMITH

4.  Real quotes:
 “It’s difficult to stay awake and focused
in school while studying and in class.”
 “I want to be able to find the time to go
out at night, be involved on campus,
and spend time with my friends, while
still getting good grades and studying
for the GRE.”
 “My friends and myself all struggle
between balancing school and our
social lives, and need help staying
focused, alert, and awake.”
 Common objections:
 I’m worried I’ll not do as well in school
if I’m always tired and can’t focus.
 I don’t want to miss out on my college,
fun experience by studying too much
and being too focused on school.
MEGAN SMITH

5.  Marketing Messaging:
 “Not just good coffee and great
customer service, but also the best
customer experience” – Starbucks
 The most delicious way to wake
up.
 Need help studying? Have a
Starbucks coffee.
 Elevator Pitch
 Starbucks Coffee is a delicious
way to give you the energy you
need to stay focused and awake
while in school, studying, at work,
or just to wake up in the morning.
MEGAN SMITH