2. 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.
3. 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.
4. 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.
5. 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.
6. 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
