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Stylin’ Soccer Mom Sarah
BACKGROUND:
•  Volunteer at her children’s school
•  Worked in the past, now is a stay at
home mom on the go
•  Married with 2 children (6 and 8)
DEMOGRAPHICS:
•  Skews female
•  Age 25-40
•  Dual HH Income: $150,000
•  Suburban
IDENTIFIERS:
•  On-the-go, active
•  Drives car-pool
•  Busy schedule
Sarah
GOALS:
•  Keep home structured and
balanced
•  Support family life and personal
happiness
CHALLENGES:
•  Getting everything done within
the day
•  Staying positive and upbeat in
daily mundane routine
HOW WE HELP:
•  “Mommy time”
•  Gives a boost for being on the go
•  Offers an outlet in the busy day
Sarah
REAL QUOTES:
•  “It’s difficult to find something for me
to do during the day when I have so
many responsibilities!”
•  “I am tired and need something to kick
start my day!”
COMMON OBJECTIONS:
•  I’m worried I don’t have time for
myself.
•  I need to do something for myself
each day but do not know what!
•  I don’t have time to make my own
coffee or breakfast in the morning but
still need something to get me through
the day!
Sarah
MARKETING MESSAGING:
•  Social and personal outlet
ELEVATOR PITCH:
•  We give you an outlet during all
hours of the day to boost yourself
with caffeine to not only get you
going for what you have to do but
keep you going!
Sarah
SOCIAL MEDIA MESSAGING:
•  Facebook
•  Most popular media outlet for the age
group, can send promotional coupons
and information easily through
Facebook while creating a “network”
of customers through Facebook
check-ins and status updates

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The ideal Starbucks customer!

  • 1. Stylin’ Soccer Mom Sarah BACKGROUND: •  Volunteer at her children’s school •  Worked in the past, now is a stay at home mom on the go •  Married with 2 children (6 and 8) DEMOGRAPHICS: •  Skews female •  Age 25-40 •  Dual HH Income: $150,000 •  Suburban IDENTIFIERS: •  On-the-go, active •  Drives car-pool •  Busy schedule
  • 2. Sarah GOALS: •  Keep home structured and balanced •  Support family life and personal happiness CHALLENGES: •  Getting everything done within the day •  Staying positive and upbeat in daily mundane routine HOW WE HELP: •  “Mommy time” •  Gives a boost for being on the go •  Offers an outlet in the busy day
  • 3. Sarah REAL QUOTES: •  “It’s difficult to find something for me to do during the day when I have so many responsibilities!” •  “I am tired and need something to kick start my day!” COMMON OBJECTIONS: •  I’m worried I don’t have time for myself. •  I need to do something for myself each day but do not know what! •  I don’t have time to make my own coffee or breakfast in the morning but still need something to get me through the day!
  • 4. Sarah MARKETING MESSAGING: •  Social and personal outlet ELEVATOR PITCH: •  We give you an outlet during all hours of the day to boost yourself with caffeine to not only get you going for what you have to do but keep you going!
  • 5. Sarah SOCIAL MEDIA MESSAGING: •  Facebook •  Most popular media outlet for the age group, can send promotional coupons and information easily through Facebook while creating a “network” of customers through Facebook check-ins and status updates