Starbucks Buyer Persona

October 11, 2015

Practitioner PamBACKGROUND:• Nurse practitioner• Has been a nurse for 18 years;

worked in plastics and reconstruction for breast cancer patients

• Single mother (1 child in college)

DEMOGRAPHICS:• Skews female• Age 30-45• Income: $130,000• Suburban

IDENTIFIERS:• Personable• Time efficient • Dedicated to the well-being of

patients

Practitioner Pam

GOALS:• Tend to the emotional and physical needs of

patients• Maintaining a well-organized, efficient practice

HOW WE HELP:• Offering online ordering for our busy customers• Ensuring quality beverages for customers on the

go

CHALLENGES:• Performing in a high

demand/high pressure environment

• Secondary challenge

Practitioner PamREAL QUOTES:• “I don’t have time to wait in line.

My patients always come first.”• “My days are long and it is

imperative that I perform my best at all times.”

• “If I don’t my coffee in the morning, the whole day is a struggle.”

COMMON OBJECTIONS:• I’m worried the long lines in the

morning will make me late to work.

• I want my order to be correct, especially during the morning rush.

Practitioner PamMARKETING MESSAGING:• Online ordering ensures you get

what you want, when you want it.

ELEVATOR PITCH:• Starbucks social media gives

customers a way to directly engage with us. If there is ever an unfortunate mishap, customer service can quickly remedy the situation via social media outlets. Facebook, Twitter and Instagram also present convenient avenues to spread promotional offers to our customers.

Social Media Messaging Samples