Starbucks Buyer PersonaCarolyn Batt

Ida the Intern Background

Recent college graduate; moved to new city for work Has one roommate she found on Craigslist Just started working at a PR agency in NYC

Demographics Female Age: 22-30 HH: $30,000 Urban

Identifiers Always on the go On a budget Looking to make a name for herself

Ida the Intern Goals

Become account manager Pay off student loans

Challenges Fitting everything into 24 hours Staying alert and organized

How we help Quick caffeine boost on a budget Familiar coffee in an unfamiliar place

Ida the Intern Quotes

“I’m working all the time at my new job, but have to have my coffee throughout the day to keep me up.”

“It’s hard being on a budget and finding a place in the city without a line.”

“I’m not entirely familiar with the city yet. I’m most comfortable going to a place I know.”

Common Objection I want to explore my options in the city more. I always end up buying more than just coffee.

Ida the Intern Favorite social media platforms: Instagram and Twitter

Instagram:

Caption: How I feel on Mondays

Tweets: I’m always on the go, but I’m so happy with where I am. New city, same me.

Ida the Intern Marketing Message

Coffee you know, on a budget

Elevator pitch We give you the coffee you are familiar with at a

valued price the moment you need it.