Boon Daley Seniors Assistance
though they are losing control of their lives, and losing the types of decision-making capabilities as well as the ability to enjoy the types of activities that previously defined their lives. As care providers, it is critical to allow seniors the space to be themselves while offering an intimate level of care that maintains their dignity and independence. We’ve found that seniors are on a constant search for self-fulfillment. Five very important quality of life attributes are: • • • • •
Experiences/adventures/nostalgia Comfort/peace of mind Individual recognition Socialization and intellectual stimulation Self-expression and fulfillment.
Psychographics Senior citizens often exhibit behaviors that include many of the following traits: • Extraversion: Decreases when professional activity goes down. • Agreeableness: Is more prominent in socially active seniors as compared to socially inactive seniors. • Value: The feeling of being respected and having accomplished something in life are sentiments that are very important to retirees. • Cognitive age: Seniors who are socially active often feel younger than their socially inactive counter-parts.
Competitive Analysis Based on our research, there are literally dozens of eldercare firms in the GTA and hundreds across Ontario. This fact speaks to the maturity of the market and demand for this type of service. The industry is split amongst those firms who operate as part of a national franchise, as spin-offs from a larger healthcare operator and independently owned agencies. The following analysis is a sampling of the types of firms described above, which allows us to develop conclusions and recommendations that encompass the thinking and positioning of the entire competitive market. From a competitive standpoint, having spoken to a number of major players in the market, we found that those who, during our conversation provided thoughtful discourse surrounding the care of the individual client left us with a better feeling
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