2. Edgy Erica
Background: Editor at
Buzzfeed, Single, hard working
woman. Actively engaged in
Democratic party, supports
feminism. Loves photography
and dressing her French
Bulldog, LL Drool J, in
costumes for his personal
Instagram.
Demographics: Female. 18-24.
Mid-high income. Urban.
Identifiers: Pilates, kale, tech-
saavy, coffee is a MUST in the
morning, trendy, dry sense of
humor.
3. Edgy Erica
Goals: Promoted to Editor in chief at Buzzfeed.
Maintain a stress free lifestyle.
Challenges: Obtain enough energy to work at
highest level possible. Find time to attend
workout classes in order to relieve any stress.
How we help: Provide caffeine in a fun, trendy,
and tasteful drink. Make the shop atmosphere
relaxing and comfortable, a great place to get
work done. Sell music albums that appeal to a
stress free lifestyle. Ex: Hozier, Vance Joy, Bon
Iver, etc.
4. Edgy Erica
Real Quotes: “I love
coffee flavors that
represent the current
season”
“ Jazzy, alternative music
really gets me in the
mood to meditate or go to
a Pilates class”
Common Objectives:
Drinks are high priced,
misspelling names on
cups. Time management
is poor.
5. Edgy Erica
Marketing Messaging: Create a relationship with
customers, have products created in a timely manner.
Elevator Pitch: We provide quality drinks on the go
with the drive thru service. We do our best to make
sure our customers feel at home when trying to get
work done at our shops.
Social Media Messaging: Tweet: “Ready to pull an all
nighter thanks to my pumpkin spice latte for giving
me the energy!”
Facebook post: “Can’t stop listening to this new
Hozier album that I got on my to get a coffee at
Starbucks”
