Hip Hannah is a single, female marketer who enjoys yoga, clean eating, technology and unique coffee. She wants to succeed at work while maintaining a healthy, trendy image. Starbucks can help by providing caffeinated drinks and healthy snacks to-go, as well as a comfortable place to work. Marketing should emphasize the personal experience and introduce new products.

1. STARBUCKS
BUYER PERSONA OVERVIEW
February, 2015

2. HIP HANNAH
Background:
- Marketer for American Apparel
- Single working woman, feminist, enjoys
shopping at thrift stores and walking her two
great danes, Mic and Jack
Demographics
- Skews Female, fairly equal
- HH Income: mid-income ($30-50k)
- Urban
Identifiers
- Technology, Yoga, Clean Eating
- Creative, On-Trend, Unique, Coffee
Connoisseur

3. HIP HANNAH
Goals
- Succeed at work
- Maintain healthy, trendy image
Challenges
- Maintaining energy
- Getting healthy snacks on-the-go
How we help
- Providing Caffeine in an appealing drink
- Having healthy snacks and meals
prepared, as well as some delightful sweets
- Providing a comfortable, trendy place to
work

4. HIP HANNAH
Real Quotes
- “I work a lot and I barely get enough
sleep.”
- “I love being different and relaxing after
a long days work.”
- “Sometimes I just need a pick-me-up.”
Common Objections
- High price
- Not personal enough
- Misspelled names on cups

5. HIP HANNAH
Common Social Media Platforms
- Instagram
- Twitter
- Tumblr
Marketing Messaging
- Emphasize Personal Experience
- Introduce New Products