Market Segmentation

There are two distinct markets that need to be considered during the marketing process. The first critical group is the elder community itself for which the service is being offered. This group of nearly 180,000 (target group GTA) men and women live both independently and in long-term care type facilities in the city of Toronto, and would likely benefit from any number of the services that Boon Daley seeks to provide.

The question is, how many of these aged adults are in a position to make effective and appropriate decisions about their own care?

The second and possibly more influential group consists of the adult children (sandwich generation) of this elder population. Many have actively played the role of caregiver to their aging parent and have/are likely dedicating enormous time, energy and resources - often financial assistance - to make sure that their aging loved ones are safe, secure, comfortable and maintaining the best possible quality of life. All the while, their own health and well being are in jeopardy given that there are only so many hours in the day.

Target Market

Men and women over 60 years of age Adult children with aged parents over the age of 60 Each with a minimum average household income of $50,000 Seniors living within the 13 target Toronto ward neighborhoods identified in this plan

Personas

Studies have shown that seniors who are aided at home by a family member or outside service are happier and live longer than others who live alone or with distant or estranged families. It is a simple truth that when you have attentive care and pleasant company you tend to overcome the pitfalls of aging more successfully.

For many elderly people who have been independent for most of their lives, the idea of assisted living and senior citizens assistance may take some getting used. However, the benefits of these services far outweigh the cons and can provide seniors with an outlet to enjoy their lives while still maintaining their independence.

Our research has indicated that senior citizens are often disagreeable to change and like their environments to be controlled. Aging often makes seniors feel as