In This Issue:

• LETTER FROM MARY
• WN HIGHLIGHTS: KEYNOTE SPEECH
• WN HIGHLIGHTS: HOUSING ISSUES
• WN HIGHLIGHTS: PARTNERING
• BOOK EXCERPT
• AGING IN PLACE TECH WATCH
• TRENDS: COUPON CLIPPING CHIC
• HELP IN THE FIGHT AGAINST AIDS
• SPECIAL ANNOUNCEMENTS
• MARKET FINDINGS
• NEWSWIRE

LETTER FROM MARY

Dear friends and colleagues,

Wow! It has been an exciting time. Last month, our $10,000 boomer business plan competition received more than 40 executive summaries from entrepreneurs from around the country — and even from around the world! Our goldmine list of 2010 judges have already completed the first round of judging at Santa Clara University. Boomer business executives like Jeff Maltz, CEO of SilverRide; Lori Bitter, president of Continuum Crew; Nancy Nunziati, corporate marketing director of Wellcore; Susan Walker, managing director of SmartSilvers Alliance; and former business plan competition finalist Karen Routt, who is now president of Magnolia Prime, joined my Santa Clara University MBA students to evaluate the executive summaries. We had students from India, China, Vietnam and West Africa in the class.

Entrepreneurs have until May 21 to incorporate our judges' feedback and submit a full business plan, and we are continuing to accept entries from entrepreneurs who did not submit an executive summary (visit www.SCUboomerventure.com for details. Use the code FOM1 when registering to receive a 20% discount).

On June 15 and 16, venture capitalists, experts in the field of aging, aging in place technology providers, healthcare experts, age beat reporters and boomer business entrepreneurs will come together at Santa Clara University for the seventh annual Silicon Valley Boomer Venture Summit and Business Plan Competition (SVBVS). We have expanded the program to include a full day of intensive activities for entrepreneurs and business leaders on Tuesday, June 15th at our Entrepreneur Boot Camp. On Wednesday, June 16, our business plan competition finalists will present their plans before a blue-ribbon panel of judges, who will award $10,000 to the best boomer business plan and $1,000 for the best elevator pitch. We will also showcase the latest research about the boomer and senior markets from top analysts such as Laurie Orlov, founder of Aging in Place Technology Watch and Jody Holtzman, senior vice president of research and strategic analysis at AARP. We also want to provide a forum to show how companies are going to market today, which is very different from at this time one year ago.

One of the new trends we are observing is the momentum around public/private partnerships. Because of the cutbacks in funding at the local and state level, nonprofit organizations are becoming much more entrepreneurial. They are becoming agile partners for companies with new technologies and services that meet the needs of boomers, seniors and caregivers, such as Wellcore's Personal Emergency Response System, SilverRide's senior transportation services, Presto's computerless email, and firstSTREET's line of senior-friendly products -- lamps, toilet lifts, TV Ears, and the GO Computer. (These older adult-focused companies are all MFA clients.) Area agencies on aging, publishers of senior publications and aging-in-place specialists are all finding these companies of interest. In addition, companies targeting older adults are excited about the opportunity to partner with a nonprofit that already has the trust and knowledge of the senior's needs and caregiver's needs. Expect this trend to continue.

Another trend you will see reflected in the program at SVBVS is that of alternate distribution. As consumers shop around more online and offline using discounts, it becomes more important to have a coupon and discount strategy. One of the channels that I find most interesting is the HR channel. With companies like LesConcierges, you can reach more than 65 million boomers and seniors. They provide concierge services at work for employees as well as loyalty programs around the world. Because women at work (and men, too) are juggling caregiving and child care, they need help to find products and services to make their lives easier. I am planning my sister Diane's birthday at AT&T Park on Saturday and expect to use their services to buy tickets to the game. (If she were 5, not 50-plus, I might even post a note on the scoreboard.) LesConcierges knows how to arrange experiences. And "catered peak experiences" with like-minded souls are a part of our ThirdAge and one of the driving forces in the older adult marketplace. This is why Gary Zukav's book, Spiritual Partnership: The Journey Chaos to Authentic Power, is selling like hotcakes, particularly among boomers and seniors. Another company that knows how to tap into the HR channel is HRMarketer.com. At the Boomer Venture Summit, Mark Willaman, founder and president, will be talking about reaching boomer consumers through the HR channel.

We are also thrilled to have the participation of UnitedHealthcare, a healthcare provider that reaches more than 60 million people. Sherri Snelling, senior director, corporate social responsibility and strategic relationships for Evercare, a part of UnitedHealthcare, will be coordinating a panel of other groups that reach large numbers of boomers, seniors and caregivers. We will also be featuring a segment on the Betty White SNL story, which grew out of a Facebook campaign to get the 88-year-old comedian to host the show. Who knows why 50+ is the fastest growing part of Facebook? Actually, a grandfather gave me an idea of why Facebook is increasingly popular among older adults. He said he had 13 grandchildren, and when he called them on the phone, they had little to say; if he looked at their pictures and read the thoughts they posted on Facebook, he had more context for the conversation. And in any relationship -- business or personal -- it is often all about the context for the conversation.

Another slice of the boomer-senior market that we will explore in Silicon Valley is that of the Florida phenomenon. If you look at the regions with the most residents age 65+ (a key market for technology and aging products), look no further than Florida locales like Punta Gorda (31% of the population age 65+), Sarasota-Bradenton (25%), Fort Meyers-Cape Coral (22%), Ford Pierce – Port St. Lucie (22%) or Naples (22%). A.D. Frazier,co-Founder and COO of B|O|T|H USA, LLC and a new associate at Mary Furlong & Associates, gave a great presentation at the Florida Boomer Lifestyle Conference about another hot trend, boomer entrepreneurship. With his new company, B|O|T|H (Back of the House), he describes the evolution of work as the desire to have more control over our own destiny. He described how from 1492 to1800 countries globalized; from 1800 to 2000 companies globalized, and from 2000 to 2040 individuals will globalize and increasingly rely on their own identity, training and experience to create and succeed. In this independent worker culture, the line becomes more blurred between work and home, and we must find that balance between work and play.

I truly believe he is right. I am writing this today from the Beach House in Half Moon Bay, south of San Francisco. With some prodding from Laurie Orlov, I now take off four hours a week for "white space" quiet time to read, write and absorb some of the latest data and ideas on the boomer and senior markets. I want time to pore over the document and themes in "Trends Shaping Tomorrow's World: Economic and Social Trends and Their Impacts," a brilliant and important article by Marvin J. Cetron and Owen Davies of the World Future Society in The Futurist, May/June, 2010. I want to read the background materials about fundraising today in the digital and mobile space, as I just joined the American Cancer Society Income Development Strategic Advisory Group. Another good read is "Five Trends that Will Affect Online Fundraising in 2010," by Network for Good. I also want to dive into Jean L. Kahwajy's article on "Winning the War for Talent and Value Creation." Jean team-taught with me this quarter, and the students enjoy her so much we attract alumni who want to audit the course.

I'm also looking for some quiet time to fully absorb all of the wonderful ideas and insights in Gail Sheehy's new book, Passages in Caregiving: Thurning Chaos into Confidence, and Maddy Dychtwald's book, Influence: How Women's Soaring Economic Power Will Transform Our World for the Better (excerpt below). Maddy and Gail will both speak at Silicon Valley. I hope you will be able to listen and learn from them and share your stories, too. After Silicon Valley, we will be inviting our private clients on a tour to network at some of the most exciting places in Silicon Valley. We'll wrap up the day by honoring Gail Sheehy and her latest book with a party at the Golden Gate Yacht Club, which we are co-hosting with the American Society on Aging.

As A.D. says, play is also important. I want to read my former co-author's new book, The 9th Judgement, by James Patterson and Maxine Paetro and then return to my favorite book, Spirit Matters, by Michael Lerner. Far too many people are texting while driving (and some even texting during romance, according to a Fox News social media expert) -- we all need to take occasional timeouts from multitasking and make time for that conversation with a friend, that swim in the pool or that walk with the dog.

As Mary Furlong & Associates continues to evolve and adapt, I am excited to share several new deals in the making, as well as new additions to the team. Laurie Orlov and I are going to help program AARP's Orlando@50+ National Event and Expo in September, an annual event that attracts more than 15,000 AARP members. We are focusing on technology as well as lifestyle, beauty and entrepreneurship. Mary Furlong & Associates is also partnering with the American Advertising Federation (AAF) and Stuart Rosenthal of the North American Mature Publishers Association. Stuart and I will be on the program at the AAF National Conference in Orlando in June, and AAF is inviting other boomer- and senior-related media properties and businesses to sponsor and exhibit. We will be holding a special reception for that group at the conference in Florida next month. If you are interested in participating in the AARP or AAF events, send me a note and let me know.

We are privileged to be helping five companies source talent for their emerging companies. We have access to five CEO's who are building stellar teams. In one case, Les Concierges on Maiden Lane in San Francisco, there are over 100 job openings. So if you know a high energy, talented, hard working, customer service talent, please send us a note. My youngest son, Michael, graduated from college this week! He is fortunate to have a great mentor and a great company to start his career. Many of his friends and many of my students are looking for placement. Do open your Rolodexes for this new group of graduates. And, if you are looking for a "reverse mentor" to manage your mobile or social media campaigns try this 2010 class.

Now it is time to don the flip flops and take that walk on the beach. Send me a note and let me know what is going on with you. I hope you can find a CBO (Chief Balance Officer) for your week and find some time to relax, play music, read or nap.

Mary

PS: This issue of the newsletter will highlight some of the things we learned from the What's Next conference, and also include our usual complement of features.

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WN HIGHLIGHTS: KEYNOTE SPEECH BY AARP'S KEVIN DONNELLAN

The keynote speech at What's Next was given by Kevin Donnellan, chief communications officer, AARP and touched on such topics as the digital age, social media and what they mean for boomers. A sampling:

In mulling over the theme of this year's Summit, I was reminded of a provocative piece in The New York Times Magazine several Sundays ago about how the children of cyberspace – the kids who grow up in today's wired society — become "old fogies" by the time they reach their twenties. The writer observed that because these kids inhabit a world of ever-changing technology, the gap between say, what a 6 year-old experiences online and what a 10 year-old experiences is vast. So, the argument goes, the frequency of tech-generation-gaps increases, and by 20, you're a dinosaur.

Interesting point, I thought... but only as far as it goes. From a consumer perspective, does this really matter? Do such gaps condemn Boomers to be disadvantaged consumers?

Read the entire keynote speech here.

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WN HIGHLIGHTS: STAN HUMPHRIES ON HOUSING ISSUES

Stan Humphries, PhD, chief economist at Zillow.com, gave an excellent presentation at What's Next titled "What's Next in Housing for the Baby Boomers." The presentation looked at home values, foreclosures and negative equity in the overall market as well as housing issues related to boomers.

Some key points:

• Home values will continue to fall through the first half of 2010
• Further declines will be driven by foreclosures, increased mortgage rates, high supply and weak demand.
• Very anemic appreciation is expected after the bottom is reached.
• Most 55+ homeowners are "aging in place" but 26% expect to move in the future.
• Aging baby boomers will gradually transition from single family homes into condominiums and rental apartments.

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WN HIGHLIGHTS: PETER RADSLIFF ON PARTNERING

Peter Radsliff, president and CEO of Presto Services Inc. and board chairman of the Aging Technology Alliance, spoke during the "Finding Riches in Niches" segment of the What's Next conference as part of a panel entitled "Entrepreneurship and Partnering." Radsliff also has guest lectured to Dr. Furlong's business class at Santa Clara University and was well received by the students. Here, he shares some of his views on partnering.

What comes to mind when someone mentions "Partnering?"
I think of many things; collaboration, hard work, giving, camaraderie, success, but also frustration and disappointment. Over the years I have come in contact with many different individuals from varied backgrounds and companies. In my own career, I have worked at start-ups, mid-size and Fortune 100 companies. One thing seems clear, not everyone has the same view of what it means to be a "partner."

If you have an opportunity to partner with another company or individual to accomplish a goal, what first comes to mind? If it is "What can I get out of this partnership?" you are starting from the wrong place. Continue reading Radsliff's views on partnering...

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BOOK EXCERPT: "INFLUENCE"

From Chapter Five: In the Marketplace
Women Are the Market

As college basketball players at Yale in 1981, Missy Park and her teammates had to wear men's basketball shoes and uniforms. Even though girls and women had flooded into this arena since the passage of Title Nine in 1972, a federal statute guaranteeing girls and boys equal access to sports, the companies that made athletic wear hadn't caught on.

High-performance sports clothes for women athletes didn't exist. "I was lucky my feet were a women's size ten. That's a size they offer in men's shoes," Park says. Another teammate wasn't so fortunate. She had to scour the boys' department to find the right fit. Grumbling to one another, the players vowed to change things some day. "We all said we wanted to graduate and create the women's Nike," Park recalls. After college, she moved to Berkeley and worked for outdoor gear company the North Face, and then Gary Fisher Mountain Bicycles. But even in the heart of Northern California's active outdoor culture, Missy couldn't find workout clothes she loved, so in 1990, at age twenty-six, she launched Title Nine, a catalog company selling attractive, functional athletic wear for girls and women.

"I just saw this hole in the market place. Not because I did a lot of market research, but because I was there at the start of this," she recalls.Continue reading this excerpt...

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AGING IN PLACE TECH WATCH

This month, we draw your attention to Laurie Orlov's Aging in Place Technology Watchblog entryon the upcoming AARP Orlando@50+ event and how it looks like a great opportunity for vendors.

Other recommended blog items: Tech for aging in place -- still waiting, integrators wanted

Checklist for acquiring a technology product or solution

Another week, more caregiving app vendors

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TRENDS: COUPON-CLIPPING CHIC

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HELP IN THE FIGHT AGAINST AIDS

Click here to find out more and to help support Ken in his ride.

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SPECIAL ANNOUNCEMENTS

Safe the Date!
AARP Orlando@50+, Sept. 30-Oct. 2, Orlando, Fla.

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MARKET FINDINGS

More boomers retiring in Mexico
Brad Billingsley could have been waiting for his tee time at an Arizona golf course. Instead, the former Lafayette, Calif., resident and his wife, Linda, were in a lagoon off Cabo San Lucas, Mexico, snapping photos of gray whales bobbing next to their small charter boat.

"Every day, it's an adventure here," Brad Billingsley said. "It's added 20 years to my life."

Brad, 62, and Linda Billingsley, 61, are among the "silver surge" of baby boomers seeking alternative retirement nests in Mexico, according to a recent report by the International Community Foundation. Read more.

Buick shows signs of rebound
Buick, the car brand most associated with gray hair, bifocals and the AARP set, is getting younger and hipper. Three years and three models into an image makeover, there are signs that the once-stodgy General Motors brand may survive the passing of both the greatest generation and the baby boomers. Even with just two fresh models to sell, Buick sales have risen every month since mid-2009, while the average age of the buyers has fallen. Read more.

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NEWSWIRE

Pot use growing among baby boomers
A recent government study is raising some eyebrows. It found marijuana use is growing among an unlikely group -- baby boomers. The most dramatic rise was among those 55 to 59 years old. Their reported use more than tripled.

Roth IRA Conversions Surge
New rules and technology, trends among baby boomers and the Great Recession have led to a burst in Roth individual retirement account conversions. At Bank of America, conversions to Roth IRAs in the first quarter spiked to about 15,000 from 3,600 a year earlier, and handily topped 2009's total of 8,000. Tax law changes involving income thresholds resulted in roughly 13 million U.S. households becoming newly eligible for conversion to Roths from traditional IRAs or 401(k)s.

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