February, 2015

Busy Businesswoman

BarbBACKGROUND:

• Sales representative

• Company has customers nation-wide; this keeps Barb very busy

• Single, ambitious, masters degree

from state college

DEMOGRAPHICS:

• Skewed female

• Age 28-35

• Average salary $47,000-$75,000

• Urban

IDENTIFIERS:

• Friendly, talkative, presistent

• Easy to be reached on two different cell phones

• Likes a structured schedule

Busy

Businesswoman

BarbGOALS:

• To meet all expectations for the day in a mannerly schedule

• Satisfy customer expectations of the products

• Keeping her management informed by submitting all organized sales activity

• Monitor competition regularly

CHALLENGES:

• Time constraints

• Customer dissatisfaction

• Maintaining an organized daily schedule

HOW WE HELP:

• Reliable hours of operation, products and service

• Offering a calm environment to cater to Barb’s busy day ahead, a place for her to work during the day, and an environment and products to allow her to unwind after each work day

Busy Businesswoman

BarbREAL QUOTES:

• “I want a reliable place to begin my busy day.”

• “I need reliable hours of operation and a guarantee of receiving the coffee and breakfast sandwich I prefer each morning on time.”

• “The first people I interact with in the morning are your employees, so my experience there really sets the tone for my attitude for the rest of my workday.”

COMMON OBJECTIONS:

• The lines will be too long causing me to be late for my workday

• The prices of your products are too high

• There is not enough space for me to work in your store

Busy

Businesswoman BarbSOCIAL MEDIA MESSAGING SAMPLES:• Twitter: “We are now

offering your favorite @Teavana teas! Stop in today for a tea to go along with your favorite pastry”

• “If you bring in one of our reusable coffee cups, we’ll take $1 off your purchase in stores today.”

• Instagram: “There’s a fresh batch of croissants waiting for you this morning at your local @Starbucks!

ELEVATOR PITCH:• We are here to offer you

quality coffee and reliable service, but to also offer connection to our employees and to each other in our open coffeehouse environment.