Taylor is a college student who enjoys cheerleading and playing guitar. She wants to maintain a high GPA while having a social life. Starbucks can help by providing a relaxing study space with energizing drinks and promoting seasonal drinks. Heather is a stay-at-home soccer mom with three kids who loves spending time with her family. She wants to raise her kids and send them to college while making her husband happy. Starbucks can help by committing to sustainability and offering snacks and brewing systems for home. Sandra is a corporate worker who uses social media heavily for her PR job. She wants happy clients while keeping meetings engaging. Starbucks can help with a mobile app to avoid lines and serve snacks and coffee at meetings.

1. Starbucks Buyer Persona
By: Paulina Rios

2. Taylor the College Student

3. Taylor
Background:
Taylor is a full-time college student.
She enjoys cheerleading and playing
the guitar. Taylor is also a member of a
sorority in her university.
Demographics:
• Female
• Age: 18-22
• Single
• Urban
• Highest Level of Education: high
school degree
Identifiers:
• Spends a lot of her time online
via PC and tablet
• Prefers receiving emails over
phone calls
• Actively involved on campus

4. Taylor
Goals:
• Maintain a 3.5 GPA or above
• Obtain a summer internship
in New York City
Challenges:
• Allocating time for school work,
extracurricular activities, and family
• Keeping up with the latest trends
How We Help:
• Offer a relaxing environment for people to
study
• Sell drinks that can keep customers awake
and energized
• Promote a variety of seasonal drinks
• Provide a cool place for people to share
drinks and snacks with others

5. Taylor
Real Quotes:
• “As the semester goes by, the classes get
more challenging, and I will probably
pull a couple of all-nighters.”
• “All the libraries and study lounges on
campus are always packed with
students.”
• “I want to do well in school, but my
social life is also important.”
Common Objections:
• I’m worried that I might become
dependent on coffee.
• I shouldn’t spend so much money
every week on coffee.

6. Taylor
Marketing Message:
•
Social Media Marketing Message:
•

7. Heather the Soccer Mom

8. Heather
Background:
Heather is a stay-at-home soccer mom. She is
married and has three children (5 ,8, and 10).
She loves spending time with her children and
being at all their soccer games.
Demographics:
• Female
• Age: 33-43
• Household Income: $98,000
• Married
• Suburban
• Highest Level of Education: Bachelor’s degree
Identifiers:
• Highly organized
• Passionate about sustainability
• Prefers face-to-face interactions

9. Heather
Goals:
• Raise her children in a loving
home
• Send her children off to college
• Make her husband happy
Challenges:
• Sending her child off to school every morning
• Keeping up with her children’s soccer schedules
• Allocating time for her children, husband, friends, and
herself
How We Help:
• Committed to finding new ways for creating
sustained change
• Sell coffee and brewing systems to make at
home
• Sell delicious treats and snacks for children

10. Heather
Real Quotes:
• “I enjoy waking up early every morning just
to send my children off to school and my
husband off to work.”
• “I want to be known as the fun mom.”
• “I want my children to understand the
importance of sustainability especially since I
didn’t have that growing up.”
Common Objections:
• I’m worried the snacks are not healthy
enough for my children.
• I don’t think enough is being done to
sustain the planet we live in.

11. Heather
Marketing Message:
•
Social Media Marketing Messaging:
•

12. Sandra the Corporate Worker

13. Sandra
Background:
Sandra is a public relations specialist. She has
worked in the corporate field for six years.
She is married with no children. She also
enjoys speaking at several conferences
throughout the year.
Demographics:
• Female
• Age: 25-33
• Household Income: $110,000
• Married
• Urban
• Highest Level of Education: Master’s degree
Identifiers:
• Highly organized
• Likes to do research on her PC
• Uses social media heavily via her PC
and mobile phone

14. Sandra
Goals:
• Keep her clients happy
• Effectively promote the company’s
brand using social media
Challenges:
• Finding time to relax and eat amidst of all
the work and meetings
• Keeping everyone who attends meetings
engaged
• Maintaining all the social media pages
How We Help:
• Our mobile application lets you place your order ahead
of time without having to worry about the long lines.
• Our several social media accounts can serve as
inspiration
• Serve our snacks and coffee during staff meetings

15. Sandra
Real Quotes:
• “It’s difficult keeping the employees
engaged during our staff meetings,
especially when they have to attend several
meetings in one day.”
• “I don’t have time to prepare foot at home
for work, and I rather not spend all my lunch
break making a line to get food.”
Common Objections:
• The lines are always so long.
• Buying coffee and snacks for every team meeting
can be pricy, and there has to be someone
responsible of having the food and drinks there
every meeting.”

16. Sandra
Marketing Message:
•
Social Media Marketing Messaging:
•