Here are some potential product/service ideas to address the needs of the customer personas provided: For Michael: Guided tour packages for solo travelers over 65 to popular destinations For Jenny: Fitness classes tailored for active seniors, childcare services for grandparents For Robert: Light meal delivery service for seniors living alone, transportation services for medical appointments For Desmond: Multi-day hiking/cycling tours for active retirees, educational workshops/classes on topics of interest The ideas aim to provide social activities and services that address needs around travel, fitness, independence, and lifelong learning for older adults with varying interests and abilities. Getting feedback from customers would help refine the concepts.

1. This programme has been funded with
support from the European Commission
Age Friendly
Innovation
Bootcamp

2. Welcome and Introductions
• Welcome – Martina Crawford & Frank McGlone
• Overview of programme
• Overview of Erasmus + Sarah Johnston, Lisburn and Castlereagh City
Council
• House keeping

3. Programme 5th April 2019
9.30 Introduction & welcome Martina
9.45 Overview of programme Martina/Sarah
10.00 Icebreaker Martina
10.15 Running a business in today’s environment Frank
10.45 Break
11.00 The Silver Economy and Guest Speaker Eamonn Donaghy – Age Sector Platform Frank
11.45 Introduction to the Business Model Canvas (Work Groups) Frank/Martina
12.30 Lunch
1.30 Your Business Canvas Model (Work Groups) Frank McGlone
2.15 Ideas generation Martina
3.00 Break
3.15 Guest Speaker Digital Marketing Canice Hamill
4.15 Evaluation
4.30 Completion of Workbook and finish Frank

4. Programme 12th April 2019
9.30 Overview of Day 1 Martina
9.45 Programme for Day 2 Martina
10.00 Strategies for growth Frank
10.30 Break
10.45 SWRC Innovation TBA
11.45 Understanding Business Finance Frank
12.30 Lunch
1.30 The Commercialisation Plan (Work Groups) Frank
2.30 Sources of finance Martina
3.00 Break
3.15 Case Studies – guest speaker Lynne McCabe, Lisnacurran House, Ken Callaghan,
Ignite IT
Martina
3.45 Action Plans Frank
4.15 Workbook and finish Frank/Martina

5. ICE BREAKER

6. Running a business in todays
environment
Frank McGlone

7. Running a business today
• More complex
• More uncertainty
• Increasing competition
• Increasing labour costs
• Growing customer expectation

8. What we know
• New product/service development is changing rapidly.
• Technology is impacting at all levels.
• Change is inevitable, how we deal with it will determine success or failure.
• Business owners need to develop or have access to a wide range of skills

9. What we know
• Between 2014 and 2018, the total number of global online shoppers
jumped 36%, from 1.32 billion to 1.79 billion people
• More than 40% of the world population today has access to the
internet either through computers or on mobile devices.
• 2.3Bn Facebook daily users

10. Other significant factors:
• Robotics
• Climate Change
• Renewable Energy
• People living beyond 100
• Cyber Security
• Personal Privacy
• Obesity & Health
• Organic food
• Electric/ Hydrogen/Autonomous Vehicles

11. To be successful we need to:
• Continuous improvement and development
• Focus on profit
• Empower staff
• Monitor performance
• Understand changing customer needs
• Plan ahead

12. To be successful we need to:
• Plan change
• Develop and exit plan
• Invest in yourself
• Consult specialists
• Get a mentor

13. Our future:
• Technology will impact all businesses
• Speed of change will increase
• Innovation will determine success
• Customers will change their needs and wants
• Environmental issues will be important
• Insurance companies will have a greater impact
• Markets will be outside NI for more businesses
• Demographics will dictate demand

14. But !!!!!!!!!
We will still need to
satisfy customers

15. Exercise
•What are the top three issues which will
impact on your business over the next five
years? Put them in order of priority.

16. Age Sector Platform &
Northern Ireland
Pensioners Parliament
Lisburn Enterprise Organisation
05 April 2019

17. Background
• Established 2008
• Over 100 Individual Members –
and growing
• 33 Member Groups
• Connected to over 200,00 older
people in N Ireland
• Led and Directed by Older
People

18. 4 Words
Rights
Dignity
Equality
Participation

19. Northern Ireland Pensioners Parliament
• First held in 2011
• 180 – 200 delegates
• Over 3,000 older people have taken part and over
5,000 in follow up campaigns
• Participation by older people from all
backgrounds & communities across N
Ireland
• Strong reputation and cross party
endorsement
• Annual 2 day event – but more than an
event – a process

20. Campaign Teams
• Health & Social Care
• Fear of Crime & Abuse
• Loneliness and Isolation
• Age Discrimination
• Warm Home Discount / Pensions

22. Benefits
Older People :
• More knowledgeable about their rights
• More aware of issues & challenges facing them
• More comfortable in expressing and sharing their views
• More willing to be involved in their local communities

23. The Need for ASP / NIPP
“Older people valued and supported to live actively to
their fullest potential, with their rights respected and
dignity protected”
NI Assembly – Active Ageing Strategy, Jan 2016

24. Reality
• 1 in 5 older people in NI
live in poverty
• 3 in 5 households live in
fuel poverty – NI has
highest level of fuel
poverty in UK (22%)
• Shocking rise in Excess
Winter Deaths – 130%
• Fear of crime and abuse
a major concern for older
people – 7,000 crimes
each year
• Absence of Parity –
Warm Home Discount
Scheme; Age
Discrimination - Goods,
Facilities & Services
• Loneliness and isolation
a major issue for older
people
• Intergenerational
Debate – ‘Young v Old’

25. 2018 Survey- 900 Older People
• Over 1/3 cut back on other
essentials in order to stay warm
• Almost ½ more fearful of
becoming a victim of crime than
2 years ago
• Almost ¼ feel lonely at least
once a week
• 2/3 – access to health & social
care the number 1 priority

26. Practical Outcomes
• Threat to Triple Lock on Pensions and Winter Fuel Payment
successfully challenged
Dave Anderson MP with our Westminster
delegation discussing pensions & universal
pensioner benefits
Kris Hopkins MP meeting with members
of ASP to discuss pensions triple lock &
Warm Home Discount

27. Local Parliaments
ASP Survey
Only 1 in 10 older people familiar with how their council operates
or consider that their council engages with them effectively
March – April 2018
• Local parliament held in each council area
• Attended by almost 900 older people
• Sessions on general issues affecting older people as well as those
specific to individual council areas

28. Local Parliaments
Rationale
• Participation of greater numbers of older people – 2
day parliament oversubscribed; older people
reluctant to travel
• Involving / engaging ‘hard to reach’ older people
• Enabling engagement between and their local
councils
• Older people helping to inform Community Planning
Strategies of Councils

31. 2018
Pensioners
Parliament
Survey
Issue Percentage
1 Access to health & social care 66.8%
2 Keeping warm in winter 49.0%
3 Fear of crime 48.9%
4 Transport 41.1%
5 New technology 39.1%
6 Lack of respect 34.8%
7 Food prices 31.8%
8 Elder abuse 30.1%
9 Age discrimination 21.3%
10 Info on benefits / entitlements 21.3%
11 Suitable housing 21.2%
12 Not enough money 18.7%
13 Loneliness / boredom 18.4%
14 Other 17.0%
15 Isolation 11.9%
16 Access to education 7.9%
17 Employment issues 4.9%
Purple = increase in
percentage
compared to 2016

32. Local Parliaments
Engaging with ‘hard to reach’ older
people
• 25% of attendees were not
members of any local older
peoples group
• 47% were from geographically
rural / isolated areas
• 37% were aged 75 and over
• 40% presented as having a
disability
Increasing Participation
• 50% of attendees had
never attended a
pensioners parliament
before
• After attending a local
parliament, 60 older
people participated in
the annual 2 parliament
in Belfast for the first
time

33. Summary
• ASP/NIPP – inspired, driven and directed by older people
• Inclusive & cross – community
• Acknowledged and respected across political spectrum
• Focused on rights and respect for older people
• Delivering inclusion, self esteem and dignity for some of the most
vulnerable in society

34. The Silver Economy
Frank McGlone

35. The Silver Economy
• The Silver Economy is generally viewed as the market for goods and
services for people aged 55 and over.
• Disposable income for over 60s in Europe ranges from 90% to 120% of the
average income for under 60s.
• The Silver Economy breaks down into:
• Active
• Fragile
• Dependant

36. Future Trends
• By 2060 over a third of the world population will be over 65
• The ratio of people working to those who are inactive in UK is 4:1. By 2060
this will be 2:1, by 2035 it will be 3:1
• The number of people aged 65 + in employment in the UK has risen to
967,000 from 885,000 in the last year.
• Annual spending for older households up from £109 billion to £121 billion
• Nearly 4.9 million people aged 65 and over in England take part in
volunteering or civic engagement - more than half of that age group.
• Older people contribute up to £50 billion in unpaid family care for
grandchildren, spouses and older family members.

37. Future Trends
• The number of people aged 65 years and over in UK is projected to
increase by 65 per cent in the next 25 years to more than 16.4 million in
2033, as more of us live for longer
• The number of over 85s in the UK is set to double in the next 20 years and
nearly treble in the next 30.
• Social care models need to be adjusted if we are to be able to afford care.
• The population is becoming more active and healthier – improved medical
interventions, more awareness of health and wellbeing, healthier food and
increasing levels of exercise.
• Over 60s market in UK is worth over £200 billion. In Northern Ireland it is
worth £5bn

38. Ageing in good health allows people to:
• Travel more
• Participate in sports/leisure activities
• Work for longer
• Learn new things
• Live independently
• Purchase more things
• Invest in their wellbeing

39. Remember !!!
“Selling to the Silver
Market means selling
products to older
consumers without
directly presenting them
as products for seniors.”

40. Traditional View V’s Reality
• Big, beige and boring
• Purchases are similar to those of younger people
• Well designed, good quality, well presented and VFM

41. How we should think
• Focus on benefits of having an older workforce – experience,
reliability, fewer interruptions, knowledge.
• Develop more flexible work patterns for all ages. See reducing work
hours as we get older as a new phase.
• Be prepared to invest in developing the skills of older people. Allow
them to help develop other skills and abilities.
• Don’t assume that older people are not active on social media or are
not capable of using technology.

42. How we should think
• Consider the Silver Economy when developing strategies for business
growth.
• The under 50s market is declining therefore there will be increased
competition to sell to those markets.
• Become familiar with the needs of the Silver Economy – include this
market in your research and focus groups

43. Some Examples
• Beauticians targeting over 65s with treatments at a discount during
quiet days.
• Cycling holidays off season focusing on the Tour de France routes.
• Wearable technology to monitor health and wellbeing.
• Technology companies producing equipment with larger keyboard
and screens.
• IT training companies targeting over 60s with training courses aimed
common tasks – digital photography, booking holidays, shopping on
line etc.

44. Some Examples
• Gardening companies designing low maintenance gardens.
• CCTV providers developing packages for older people living alone.
• Architects designing dementia friendly accommodation.
• One house builder in the US has had to move away from building two
bedroom apartments for older couples to building homes for single
people due to the large number of older people living alone. He has
also had to provide storage space for motor bikes, bicycles and boats

45. Exercise
• Complete the following table for your business focusing on the
Silver Economy:
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS

46. The Business Model Canvas

47. The Business Model Canvas
• The Business Model Canvas is a business tool used to visualise all the
building blocks of starting or growing a business, including customers,
route to market, value proposition and finance
• The "Business Model Canvas" has 10 components (or building blocks).
Each block defines a very specific part of your business. You can use
the canvas to define how each component of your business functions.
This way, you can easily spot potential weaknesses and strengths of
your business.

48. The “blocks” of the canvas
• The Business overview, The Idea
• Customers and customer segments
• Competition
• Channels (sales & distribution)
• Key resources required
• The Value Proposition
• Products and services
• Financial implications
• Legal implications
• Risks and risk mitigation

49. Business Model Canvas
YOUR IDEA (What will you do?) PRODUCTS AND SERVICES (Define your
offering)
VALUE PROPOSITION (Why should
customers buy and what benefits
will they get?)
COMPETITION (Where is competition
and why)
CUSTOMERS (Who are they? how many,
how much do they buy, how often?)
LEGAL IMPLICATIONS (Legal status, IP) CHANNELS (How will you sell?)
FINANCE (Income streams and costs) RISKS (What are they? How will
you mitigate them?)
KEY RESOURCES (Investment, skills, premises, equipment)

50. Customers
• Who are they?
• What are their needs and wants?
• List your customers and identify segments or groups with similar
needs.
• What are the advantages and disadvantages of dealing with this
group of Customers?
• Why have you selected them?

51. Business Overview…. The Idea
• What products or services will you sell?
• Can you align them with the needs of customers?
• Is your offering appropriate for the target market?
• What way do you need to develop your product/service?
• What is your elevator pitch?

52. Competitors
• Who are your competitors?
• Remember competition can come from businesses in different sectors
to you.
• Why are they competitors?
• Can you compete?
• What will your competitive strategy be?

53. Channels
• How will you sell your product or service?
• Will you sell direct to consumers or will you go through wholesalers
or re-sellers?
• Can you sell on-line?
• How will you get your materials?
• What will your supply chain look like?

54. Value Proposition
• What problem does your offering solve?
• Why should customers use or buy your product or service?
• Can you develop a statement that sets out clearly what you offer that
is unique?

55. Key Resources
• What investment is required?
• What skills do you require to produce the product or deliver the
service?
• What plant, machinery or equipment is required?
• Do you require premises or improvements to your existing premises?
• What other resources do you need?

56. Risks
• What are the key risks in producing or delivering the service?
• How can you mitigate the risks?
• You should produce a prioritised list of the risks associated with your
business starting with the ones with the greatest impact and the most
likely
• Have you adequate insurance cover in place?

57. Finance
• What level of finance is required?
• What are the sources of income?
• How much will you charge?
• What will the costs be in delivering the service?
• What cash will be required?
• Will the business make a profit?
• Can you develop a cash flow forecast for 1 year?

58. Legal Implications
• Are there any legal implications associated with your business?
• Are there any intellectual property issues?
• What business structure will give you the best protection?
• Are you aware of the governance requirements of running your
business?

59. Products and Services
• What will you offer?
• Can you define your services?
• It is important to define the service from the customer’s perspective.
• Have you a range of products?
• Will you invest in New Product Development?
• How will you fund the development of new products or services?

60. Ideas Generation

61. Ideas Generation
• Empathize- What do you know about your
customer?
• Define – Research customer personas
• Ideate – Brainstorm ideas – all ideas worthy
• Protype – Design your new product/service
• Test – Trial – what works? What doesn’t ?
• Launch - new product/ service offering

62. Ideas Generation Exercise
• Michael - 70 , Likes to travel
• Jenny – 68 – Enjoys walking, wants to keep fit, helps out with
childminding
• Robert – 75 , Slight mobility issues, family don’t live nearby
• Desmond – 55 – Retired teacher, enjoys cycling, hiking
• What Product/Service could you design?
• What customer needs are you addressing ?
• Rules – how many ideas can you come up with?

63. Prioritize Your Ideas
• Prioritize – what will work?
• Discard those that don’t work
• What will you take forward to protype stage?