SlideShare a Scribd company logo
Starbucks
Buyer Persona
Overview
October, 2015
Background:
 Business Owner of an Event
Planning Company
 Company plans events such as,
weddings, birthdays and other
special events
 Graduate from the University of
Florida with a B.A. in Events,
Recreation and Tourism
Management and a Master’s in
Business Administration
 Hobbies/interests include socializing
with family and friends, yoga,
shopping and planning events
Caroline
Demographics:
 Gender: Female
 Age: 26-35
 Household Income: $42,000
 Lifestyle: City/suburbs (example:
Palm Beach Gardens, FL)
Caroline
 Leader, outgoing and patient
 Tech-savy,
Identifiers:
Goals:
 Primary goal: Make sure every client is
happy with their service.
 Secondary goal: Put forth your best at
everything you do.
Caroline
Challenges:
 Primary challenge: Meeting the various
needs of the clients and juggling multiple
events at one time.
 Secondary challenge: Seasonality may
effect the business.
Goals:
 Starbuck’s provides the caffeine Caroline
needs in order to have energy for each day.
 Rewards system for Starbuck’s customers
like Caroline.
Real Quotes:
 “Every day is full of working with
clients and planning.”
 “Every second of the day you’re mind
is working on multiple projects that
require a very detail-oriented focus.”
 “Event planning can be very stressful
and tiring.”
Caroline
Common Objectives:
 Coffee can get expensive after
buying it every day.
 Is it better to make coffee at home
or in the office rather than going
out to buy coffee?
Marketing Messaging:
 Provide caffeine that will help keep her
energized to accomplish her multiple daily
projects.
Caroline
Marketing Messaging:
 We give you a variety of freshly brewed
coffees that will not only energize you for the
day but help brighten your day with the smell
and taste that comes with every sip.

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Starbucks

  • 2. Background:  Business Owner of an Event Planning Company  Company plans events such as, weddings, birthdays and other special events  Graduate from the University of Florida with a B.A. in Events, Recreation and Tourism Management and a Master’s in Business Administration  Hobbies/interests include socializing with family and friends, yoga, shopping and planning events Caroline
  • 3. Demographics:  Gender: Female  Age: 26-35  Household Income: $42,000  Lifestyle: City/suburbs (example: Palm Beach Gardens, FL) Caroline  Leader, outgoing and patient  Tech-savy, Identifiers:
  • 4. Goals:  Primary goal: Make sure every client is happy with their service.  Secondary goal: Put forth your best at everything you do. Caroline Challenges:  Primary challenge: Meeting the various needs of the clients and juggling multiple events at one time.  Secondary challenge: Seasonality may effect the business. Goals:  Starbuck’s provides the caffeine Caroline needs in order to have energy for each day.  Rewards system for Starbuck’s customers like Caroline.
  • 5. Real Quotes:  “Every day is full of working with clients and planning.”  “Every second of the day you’re mind is working on multiple projects that require a very detail-oriented focus.”  “Event planning can be very stressful and tiring.” Caroline Common Objectives:  Coffee can get expensive after buying it every day.  Is it better to make coffee at home or in the office rather than going out to buy coffee?
  • 6. Marketing Messaging:  Provide caffeine that will help keep her energized to accomplish her multiple daily projects. Caroline Marketing Messaging:  We give you a variety of freshly brewed coffees that will not only energize you for the day but help brighten your day with the smell and taste that comes with every sip.