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Distribution: The Holy Grail?

Stephen Johnston CEDIA | 9.6.2012

@agingtoo #aging2

Who is this?

Stephen Johnston, MBA Aging2.0

Fordcastle Growth Champions (Wiley 2012)

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Overview

Aging2.0 – why/what?

Unique challenges of distribution

Some suggested ways forward

By 2050, most developed countries will have a higher percentage of 65-year-olds than Florida does today

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Addressing the 50+ Innovation Paradox

…yet disproportionately little innovation

Where are the start-ups?

Where are the disruptive models?

Where are the major brands?

Where are the investments?

Where are the big exits?

Unparalleled demographic shifts…

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Reframing aging: a shift in mindset

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We are rapidly building a network of innovators…

30 participants

150 participants

Aging 2.0 | April 2012, New York

Aging 2.0 | July 2012, New York

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…and looking for innovators around the world

9/6/12 8 MidOcean | Aging 2.0 |

By 8/14/12 By 12/31/12

SIX major barriers to innovation in the aging space

9/6/12 9

Consumer insights

Talent

Distribution

Marketing

Trust

Funding

Distribution is probably the biggest challenge

Multiple reasons for these distribution challenges

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Indirect / fragmented channels Many decision makers Lower web adoption Limited social media Few trusted brands

Two promising areas to explore

Reinvent business models Explore alternative distribution channels

1 | Reinvent business models

12 Could these approaches apply in your business?

2 | Explore alternative distribution channels

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Subscriptions (fun)

Subscriptions (not-fun)

Senior living facilities, doctors

Home-care agencies, meals on wheels,

tech support

Multi-level marketing

Consumer retail brands

Media partners

Which of these trusted partners can you engage with?

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Thank you

Stephen Johnston stephen@aging2.com

@agingtoo #aging2