Starbucks  Buyer  Persona  Overview  

February,  2015  

Non-­‐stop  Nick  •  BACKGROUND: •  Nick is a fresh-out-of-college, a

business man, who is always busy with stressful long days.

•  Nick is always on a deadline, so he is constantly looking for a fast convenient way to have coffee during his limited free time.

•  When Nick has free time he loves to go to jazz concerts, workout and sing.

•  DEMOGRAPHICS: •  Male •  22-30 •  Income: $63,710 •  From an urban city •  IDENTIFIERS: •  Proactive, friendly and sharp. •  He is always tapping his foot, and

biting his nails because he cannot be in one place for too long.

Non-­‐stop  Nick  •  GOALS: •  To get promoted in his job. •  His secondary goal is to make

sure that he has a healthy life-style by eating clean and working out.

•  CHALLENGES: •  Has very little sleep from

staying up late due to deadlines. •  It’s very hard for Nick to have a

social life, and be able to enjoy his hobbies since he is always on-the-go.

•  HOW WE HELP: •  Have more locations that cater

to people who work in offices. •  Having more options of coffee

that can help people stay caffeinated throughout the day.

Non-­‐Stop  Nick  •  REAL QUOTES: •  “Without my daily cup of

Starbucks, I feel like I don’t have enough energy throughout the day.”

•  “If there was a way to bring coffee into my work place it would be great, I have so many places to be with so little time.”

•  “If there was a Starbucks delivery method, I could have my daily caffeine without setting time aside in my day.”

•  COMMON OBJECTIONS: •  Sometimes I don’t have

enough time to pick up coffee.

•  Being healthy is also a common goal to work with.

Non-­‐stop  Nick  •  MARKETING

MESSAGING: •  Offer a wide- range of

healthy options of strong caffeine content.

•  Accept the idea of of a faster- service for customers who don’t have time during the day.

•  ELEVATOR PITCH: •  Starbucks is a high-end

coffee, store. Many customers such as Non-stop Nick have very limited time. Finding a way for a quicker service to customers is essential to bring in this target market.  

Non-­‐stop  Nick  

•  Poten/al  tweets  from  Nick.  

 @Starbucks  I  really  love  how  convenient,  and  fast  the  service  is!  #Starbucks  #DoubleShot    

@Starbucks  has  a  healthier  menu  with  beEer  opGons  to  choose  from!  #GoldCardMember  

Poten/al  Instagram  posts.