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Transforming
Boomers' Needs and Interests
to Success in the Marketplace |
Registration
discounts are available until April 1st! |
Tuesday,
April 13, 2004, 8:00 AM - 5:30 PM,
Reception following
Renaissance Parc
55 Hotel, 55 Cyril Magnin Street, San Francisco, CA 94102
 |
- Visit
www.maryfurlong.com/whatsnext/ for
complete details
- Call
1-800-537-9728 x9675 (8:30 AM-5:00 PM PST)
- Download
the Registration
Form and fax to American Society on Aging,
415-495-6509 or mail to:
American Society on Aging, 833 Market St., Ste. 511, San
Francisco, CA 94103
|
Conference
Overview
Every
seven seconds, someone is turning 50!
With 76 million
baby boomers born between 1946 and 1964, the opportunities for profit
and growth are enormous for businesses that target the 50+ market.
In fact, this market is the largest, best-educated and wealthiest
generation in U.S. history. And boomers are in their peak earning
years. By 2010, 47% of boomer households will have incomes above
$50,000.
Co-produced
by the American Society on Aging's Business Forum on Aging and Mary
Furlong & Associates, the What's Next? Business Conference is
a preconference held in conjunction with the 2004 Joint Conference
of ASA and The National Council on the Aging (NCOA). For more information
on the Joint Conference, visit www.agingconference.org.
What should
you know about this burgeoning 50+ market? What new ideas and companies
are succeeding? Learn about new emerging business ventures and how
they are capitalized.
Hear from business
leaders, venture capitalists, brand managers, media, entrepreneurs
and experts from the field of aging. Get the latest research
on this market. Discover what’s working in marketing, product
development, sales and other business aspects of serving this influential
over-50 segment.
The preconference
will answer these key questions:
- Why is this
a growing and highly attractive demographic for businesses?
- How do companies
successfully reach the boomers?
- How have
new brands and the emerging companies targeting this demographic
been funded?
- What financing
strategies have been successful?
- Who are the
industry experts around this market?
- How do emerging
companies dedicated to the boomer market also inspire social contribution?
Event
sponsors include:
Pfizer Inc.,
Wells Fargo, AARP Services, Inc., MetLife Mature Market Institute,
LesConcierges Inc.,
Pulse Data HumanWare, the San Francisco Business Times and Ceridian
Performance Partners.
Detailed
Program Agenda
8:00
AM – 8:15 AM, Welcome Remark
Gloria
Cavanaugh, President & CEO
American Society on Aging
During her 29-year tenure as president and CEO of the American
Society on Aging (ASA), Gloria Cavanaugh has overseen its transformation
from a regional volunteer organization to the largest professional
association in the field of aging, with 7,500 members, and broadened
its constituency, accepting and embracing diversity in the field
of aging.
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Mary
Furlong, Ed.D., President
Mary Furlong & Associates
Before launching Mary Furlong & Associates, Mary Furlong
founded the nonprofit organization SeniorNet in 1986 and Third
Age Media in 1996. She has guided the online and offline marketing
strategies for major U.S. corporations for their 45+ age markets
for over 20 years. She has appeared on CBS, the “Today”
show, PBS and NPR to discuss issues related to trends in aging
and technology.
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8:15
AM – 9:30 AM, Opening Keynote Session
Introductions
Brent Green, Brent Green & Associates
Brent Green is a specialist in marketing to leading-edge baby
boomers, those born between 1946 and 1955. His most recent publication,
Marketing to Leading-Edge Baby Boomers, reveals seminal
strategies for marketing to the influential over-50 segment.
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Keynote Presentations
“From
Baby Boom to Age Wave: How the Boomers Will Age Differently
Than Any Previous Generation”
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Ken
Dychtwald, Ph.D., President, Age Wave
The boomers have dominated American culture for five decades.
Their massive numbers have amplified and intensified the importance
of their experiences at each stage of their lives. Just as surely
as they learned to use a baby bottle, they learned to read,
to buy cars, to vote and to invest in the stock market. Boomers
don’t just populate existing life stages or consumer trends,
they transform them. Based on 30+ years of research in this
market, Dr. Dychtwald will present a visionary portrait of the
key ways that boomers will age differently than any generation
in history and how companies can prepare for the changes ahead.
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About Ken Dychtwald, Ph.D.
Ken Dychtwald is one of the nation’s most original and
impassioned thinkers about the social, lifestyle, political
and marketing implications of the aging of America. He is the
author of 10 books, including his most recent, Age Power:
How the 21st Century Will be Ruled by the New Old. His
strikingly accurate predictions have been featured in many prestigious
media. |
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“Finally...the
Old Continent Discovers the Potential of Older Consumers”
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Jean-Paul
Tréguer, CEO and Founder of SeniorAgency
Until very recently, European advertisers neglected and even
humiliated 50+ customers in their advertising campaigns, despite
evidence that this segment represents more than a 50% share
in hundreds of markets. But things are changing slowly, as pioneers
like Jean-Paul Tréguer help organizations to successfully
target the 150 million Europeans in this market. |
About
Jean-Paul Tréguer
Jean-Paul Tréguer is one of the first marketing and advertising
experts to have developed an international team in generational
marketing, advising both global and local brands on how to efficiently
approach the high-potential market of mature customers. SeniorAgency
is a worldwide network with a presence in 10 countries. Jean-Paul
Tréguer is the author of several marketing books including
50+ Marketing. |
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“Where
Are the Boomers?”
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Brad
Edmondson, Vice President, ePodunk.com
This session will look more closely at where to find the boomer
population – today and tomorrow, in the real world and
in the media world, including the top 15 cities where boomers
live and will live, where and how they work, spending patterns,
income, on-line and off-line habits. This information is critical
for anyone focusing on this market, in particular, realtors,
health care providers, entrepreneurs and media executives.
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About
Brad Edmondson
Brad is a nationally recognized expert on social change in the
United States and speaks frequently about the aging of the baby-boom
generation. His current company, ePodunk.com, provides detailed
profiles of 25,000 places in the United States. He was editor-in-chief
of American Demographics magazine and a columnist for
the Wall Street Journal and has published articles
in the Atlantic Monthly and the Washington Post. |
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- Visit
www.maryfurlong.com/whatsnext/ for
complete details
- Call
1-800-537-9728 x9675 (8:30 AM-5:00 PM PST)
- Download
the Registration
Form and fax to American Society on Aging,
415-495-6509 or mail to:
American Society on Aging, 833 Market St., Ste. 511, San
Francisco, CA 94103
|
9:30 AM - 10:00 AM, Mid-morning Break
10:00 AM – 11:15 AM, Morning Session – Panel Discussion
“Trends
and Success Stories”
This session presents an integrated showcase of some of the best research
on health, wealth, beauty, and traditional and new media, with a collective
focus on the opportunities these trends hold for you. Panelists will
also share their experiences in building successful companies by focusing
on the boomer market.
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Moderator: |
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Mary
Furlong, Ed.D., President, Mary Furlong & Associates
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Panel: |
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Andrea
Bevacqua, Director/Team Leader, Pfizer for Living Share Card
Andrea
leads the multi-functional marketing and operations team for
the Pfizer Share Card, a drug benefit program that offers limited
income Medicare Beneficiaries a 30-day supply of over 60 Pfizer
medicines for just $15 per medicine. Through a comprehensive
outreach program combining traditional direct marketing techniques
and community grassroots efforts, the program has grown to over
half a million members and filled over 4 million prescriptions
for Medicare Beneficiaries in need.
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Tracey
Warson, Executive Vice President, Regional Managing Director,
Private Client Services
Wells Fargo & Company
A
16-year veteran of Wells Fargo, Tracey currently oversees the
Investment Management and Trust, Brokerage and Private Banking
team of 400 professionals who serve more than 15,000 Wells Fargo
clients who combined have $12 billion in assets under management,
more than $1 billion in loans outstanding, and over $1 billion
in deposits.
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11:15
AM – Noon, Morning Session – Panel Discussion
“What
Do Women/Men Want?”
What do midlife men and women want and need, and how different are
they? Learn from the founder of More magazine and one of the country’s
leading VC investors as they compare and contrast the differences
between men and women and how those differences create market opportunities.
Mike
Perlis, Managing Partner, SOFTBANK Capital Partners and President/CEO,
Ziff Davis Publishing
Having held executive positions at Playboy and GQ, launching
the Active Sports Network and co-founding Men’s Health
magazine, Mike Perlis is well qualified to represent the male
perspective on the boomer market. He is a managing partner at
SOFTBANK Capital Partners and has over 20 years of experience
in publishing. |
Myrna
Blyth, editor and author, former Editor-in-Chief of Ladies'
Home Journal and founding Editor-in-Chief of More magazine
Premiering in 1998, More is the only magazine aimed specifically
at women over 40 and currently has a circulation of one million.
Myrna’s first nonfiction book, Spin Sisters,
about the effect that media has on American women, will be published
in March by St. Martin’s Press. |
12:15 PM – 1:30 PM, Luncheon Program
Introductions
Sandra
Timmermann, Ed.D
Director, MetLife Mature Market Institute and Chair, ASA’s
Business Forum on Aging
Dr. Timmermann is a nationally recognized gerontologist with over
25 years of experience in the field of aging. Her current position
is director of the Mature Market Institute at MetLife, MetLife’s
information and policy resource center for issues concerning aging,
retirement, long-term care and the mature market.
Keynote
Presentation
“What
Does An Aging Market Value?
The Leading Brand Tells Its Story” |
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| Dawn
M. Sweeney, President, AARP Services, Inc. |
About
Dawn Sweeney
As president of AARP Services, Inc. (ASI), a wholly-owned subsidiary
of AARP, Dawn M. Sweeney leads the development of a wide range
of high-value products and services that support positive social
change through market innovation and leadership. Sweeney oversees
an organization whose commercial knowledge of the age 50 and
older market is vast and unmatched, with access to the most
extensive and sophisticated market research available. She also
manages revenues of nearly $300 million, including ASI’s
partnerships with more than 60 major companies that develop
products to meet the needs of the many segments of the 50+ consumer
audience. More than 10 million consumers use the products that
ASI provides.
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1:30
PM – 2:30 PM, Afternoon Session – Panel Discussion
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“Emerging
New Business Ventures”
The spending power of the growing boomer market, combined
with its changing needs and interests, gives rise to tremendous
new market opportunities. Expect revolutionary innovations
in health care, fitness, beauty, travel, learning, financial
services and housing. Speakers will discuss the new “hot”
business ideas and how they are being funded.
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Panelists will include Brent Knudsen, a partner at North Castle
Partners, LLC, a private equity firm focused exclusively on
the Healthy Living & Aging marketplace; David Yarnell, managing
general partner and co-founder of BEV Capital; Greg Thompson,
executive director & CEO of Pulse Data HumanWare, who will
share his experience in launching a new product geared toward
the boomer market and Jeff Zimman, CEO, Neuroscience Solutions
Corporation. |
Moderator:
Steve
Jurvetson, Managing Director, Draper Fisher Jurvetson
Steve has been recognized by Business 2.0 as "The Valley's
Sharpest VC" and by the SF Chronicle as one of "the ten
people expected to have the greatest impact on the Bay Area in the
early part of the 21st Century.” As co-chairman of the NanoBusiness
Alliance, he was present at the Oval Office signing ceremony
for the 21st Century Nanotech Research and Development Act.
Panelists:
Brent
Knudsen, partner, North Castle Partners
North Castle Partners is the nation's leading private equity
firm focused exclusively on the Healthy Living & Aging marketplace.
Brent has 20 years of experience in the healthy living and consumer
products industries as an investor, entrepreneur, business operator
and strategy consultant.
David Yarnell, Managing General Partner and co-founder of BEV Capital
David co-founded BEV Capital in 1997 on the premise that
great products and services alone do not make great companies. In
addition to providing equity capital, BEV helps entrepreneurs to
refine their company’s sales and marketing strategy to become
great companies.
Greg
Thompson, Executive Director & CEO of Pulse Data HumanWare.
Greg will share his experiences launching a new product geared toward
the boomer market.
Jeff
Zimman, CEO, Neuroscience Solutions Corporation
For the past two decades, Jeff has implemented strategies to lead
healthcare, information technology and consumer product companies
to successful funding, high growth and liquidity. Neuroscience is
developing and testing products that target rejuvenation of a broad
range of brain function, including immediate and delayed memory,
attention, language, spatial and sensory skills.
2:30
PM – 3:00 PM, Afternoon Break
3:00
PM – 4:00 PM, Afternoon Breakout Sessions
Every seven
seconds, someone is turning 50 years old. According to U.S. Bureau
of Labor Statistics, 47% of boomer households will have incomes
above $50,000 by 2010. With boomers in their peak earning years,
the potential opportunities for profit and growth are enormous for
businesses targeting the 50+ market. Boomers are buying homes, traveling
and taking care of elderly relatives in record numbers. All these
transitions create demand for more businesses and services focusing
on their needs. The afternoon breakout sessions will provide you
with new ideas, strategies and tools you need to accelerate your
understanding of this market.
“Health
& Vitality” (Breakout #1)
The Boomers will get a bonus round of three decades
of life if they pay attention to their health and vitality.
In this session, a key analyst will describe opportunities in
the health sector. Entrepreneurs who launched products and services
in the health and vitality sector will share their success stories
in building new brands. This session will also review the LOHAS
(Lifestyles of Health and Sustainability) trends and statistics. |
“On
the Move” (Breakout #2)
Americans age 50 and older spend over $30 billion
a year on vacation travel. These travelers stay at their destinations
longer, spending an average of 16 days on vacation compared
with 11 days for those under age 50. Travelers age 50 and older
consume 80 percent of all luxury travel --vacations usually
costing at least $350 per day. They are sophisticated and discerning
travelers, fully aware of their travel options. Obtain insight
into this sophisticated and discerning market from some of the
most successful entrepreneurs and brand managers marketing to
this market segment on the move. |
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“Media
Buyers Panel” (Breakout #3)
Talk to the source and listen to what the top
media buyers say when they evaluate proposals to purchase media
and make decisions on how to invest their media dollars in the
Boomer market. Moderated by a top AOL sales executive, learn
how media buyers make decisions on where to invest their brand
budgets. This information is critical for any entrepreneur trying
to reach this audience. |
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4:00 PM – 4:30 PM, Closing Session
Introductions
Vicki
Thomas, President, Thomas & Partners Co., Inc.
As one of the nation’s leading nationally recognized authorities
on the growing mature market, Thomas is a highly sought-after speaker
on topics relating to our aging society. Her rebranding campaign
for the National Association of Area Agencies on Aging won the 2001
Gold Award from the Mature Market Media competition.
Keynote
Presentation
“Aging
Societies and the Third Cultural Age of the Modern World”
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David
B. Wolfe, Wolfe Resources Group
David
Wolfe addresses the challenges and opportunities brought about
by the Age of Transcendence, a new and radically different
era spawned by people over 40 becoming the adult majority.
During the previous era, the Age of Empowerment, ordinary
people first became masters of their own fate by right of
law. In the next cultural era, The Age of Knowledge, scientific
discoveries created the first consumer economy and raised
living standards beyond previously unimaginable levels. Now,
the Age of Transcendence points toward even higher states
of human beingness.
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About
David B. Wolfe
David Wolfe, an internationally recognized expert in consumer
behavior, originated developmental relationship marketing (DRM),
which is the conceptual foundation of his newest book, Ageless
Marketing: Strategies for Reaching the Hearts and Minds of the
New Customer Majority. He also wrote Serving the Ageless
Market (McGraw-Hill, 1990). |
Conclusion
Sandra
Timmermann, Ed.D., Director, MetLife Mature Market Institute and
Chair, ASA’s Business Forum on Aging
Mary Furlong, Ed.D., Founder, Mary Furlong & Associates
Inspirational
Close
5:30
PM – 6:30 PM, Closing Reception
|
- Visit
www.maryfurlong.com/whatsnext/ for
complete details
- Call
1-800-537-9728 x9675 (8:30 AM-5:00 PM PST)
- Download
the Registration
Form and fax to American Society on Aging,
415-495-6509 or mail to:
American Society on Aging, 833 Market St., Ste. 511, San
Francisco, CA 9410
|
The
$10,000 Boomer Business Plan Challenge
Presentation by Semifinalists & Final Round of Judging
Agenda
The $10,000
Boomer Business Plan Challenge invited entrepreneurs, business people
and college students from across the globe to submit their business
plans for developing products or services aimed at the 50+ market.
Plans targeted early-stage ventures from a wide range of fields
– medicine to media, fashion to financial services and beyond.
On Wednesday, April 14, five finalists, selected in advance, will
present their plans to a distinguished panel of judges from the
venture capital, business, media and education worlds.
Bonus!
Attendees of the What's Next? Business Conference, the 2004 Joint
Conference of the American Society on Aging and The National Council
on the Aging re invited to listen to the presentations and the award
presentation.
The competition
has attracted exciting business plans from entrepreneurs in all
stages of product development, as well as students from top tier
universities. Submissions received to date: 68 business plans from
24 US states and 4 countries including Japan and Canada. Business
areas include travel, technology, education, fashion, medical devices,
financial planning and many more.
Some of the
universities are:
- Santa Clara
University
- Yale University
- Carnegie
Mellon University
- University
of Pennsylvania - Wharton School of Business
- MIT
- UCLA - Anderson
School of Business
- University
of Virginia - Darden School of Business
- Miami University
- Scripps Gerontology Center
- University
of Chicago
- University
of Iowa
- Nihon University
in Japan.
Agenda
1:00
PM – 1:45 PM
"Emerging
New Business Ventures"
The spending power combined with the changing needs and interests
of the growing boomer market give rise to tremendous new market
opportunities. Expect revolutionary innovations in health care,
fitness, beauty, travel, learning, financial services and housing.
Selected judges, including Ellen Marram, Partner, North Castle
Partners, the nation's leading private equity firm focused exclusively
on the Healthy Living & Aging marketplace and Dick Kramlich,
Co-founder and General Partner of New Enterprise Associates
will be sharing perspectives on capitalizing new businesses
and the fundraising process. |
Moderator
Mary Furlong, President, Mary Furlong & Associates
Prior to starting Mary Furlong & Associates, Mary founded
SeniorNet which grew to over 100 learning centers across the
U.S., Canada and New Zealand. In 1996, she founded ThirdAge
Media; she served as Chairman until 2003 and raised more than
$100 million in venture capital from Viacom/CBC, Advance, Merrill
Lynch, Hollinger Digitals and Softbank.Mobius. |
Panelists:
Ellen Marram, partner, North Castle Partners, the
nation's leading private equity firm focused exclusively on the
Healthy Living & Aging marketplace. Ellen has spent over 30
years anticipating marketing trends and emerging customer needs,
and building profitable brands and companies to address them.
Dick
Kramlich, Co-Founder and General Partner, New Enterprise Associates.
Dick was recently Chairman and President of the National Venture
Capital Association. Prior to joining NEA, Dick was general partner
of Arthur Rock and Associates and Executive Vice President of Gardener
& Preston Moss.
2:00
PM – 4:15 PM
Introduction
of $10,000 Boomer Business Plan Challenge and its Distinguished Judges
Mary Furlong, Ed.D., President, Mary Furlong & Associates
Dr. Barry Posner, Dean, Leavey School of Business & Administration,
Santa Clara University
Presentation
of Top Five Business Plans
15 minute presentations
each and five minute Q&A
Judges
Panel
Esteemed Judges for the $10,000 Boomer Business Plan Competition
will be:
- Dick
Kramlich, co-founder and general partner, New Enterprise
Associates. He was recently chairman and president of the National
Venture Capital Association. Prior to joining NEA, Dick was general
partner of Arthur Rock and Associates and executive vice president
of Gardener & Preston Moss.
-
Ellen R. Marram,
partner at North Castle Partners, the nation’s leading private
equity firm focused on the Healthy Living & Aging marketplace.
- Mike
Malone,
founding contributing editor of Upside and Fast Company magazines.
- Barry
Posner,
dean of the Leavey School of Business at Santa Clara University
and co-author of the award-winning and best-selling leadership
book The Leadership Challenge: How to Keep Getting Extraordinary
Things Done in Organizations.
- Laura
Rossman,
vice president, Lifestage Products and Integrated Marketing, AARP
Services, Inc..
- Ilya
Oshman,
vice president, Pfizer.
4:30
PM - 6:00 PM
Businesses Envision the Road Ahead for an Aging America
Immediately following presentations by the $10,000 Boomer Business
Plan finalists, winners of this year's ASA Business and Aging Awards
will profile their winning programs and share their visionary approaches
for the road ahead.
What's Next
Business Conference attendees are invited to stay for these presentations,
while our illustrious panel of judges determine who will win the
$10,000 Boomer Business Plan Challenge. The winner will be announced
at the reception immediately following this session.
6:00
PM – 7:30 PM
Business Forum on Aging Reception
Announcement of the winner of the $10,000 Business Plan Competition
|
- Visit
www.maryfurlong.com/whatsnext/ for
complete details
- Call
1-800-537-9728 x9675 (8:30 AM-5:00 PM PST)
- Download
the Registration
Form and fax to American Society on Aging,
415-495-6509 or mail to:
American Society on Aging, 833 Market St., Ste. 511, San
Francisco, CA 94103
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