Home SMART 100 2015 Starts at 60

Starts at 60 [SMART 100, 2015]

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This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

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1. THE BEGINNING

This innovation initially came to life when…

Our founder realised no one in marketing, media or advertising was talking to the fastest growing demographic in Australia: baby boomers. The audience was waiting and actively seeking knowledge, information, fun, inspiration and social engagement but had nowhere to go.

2. WHAT & HOW

The purpose of this innovation is to…

Starts at 60 brings over-60’s together online. It provides a place where they can learn new things, meet new people and engage in meaningful discussion. It then connects brands to this demographic in a safe and trusted way.

It does this by…

…running a 24/7 media site that focusses on everything relevant to baby boomers including health, family, lifestyle, travel, work, volunteering and others. At 60 you want to spend your time being active, happy and healthy so it is our mission to provide over-60’s advice, information and inspiration to make this possible!

3. PURPOSE & BENEFITS

This innovation improves on what came before because…

Starts at 60 is unique: it was one of the first baby boomer media sites and the fastest-growing in the space. Where traditional media focusses on younger demographics, we focus on the largest demographic. We don’t use broadcast media, we use discussion media, and these are the things that make us incredibly unique.

Its various benefits to the customer/end-user include…

Starts at 60 provides over-60’s with relevant information and news, inspiration for an active life and social connection. We’re rolling out real-life meetups, galas, singles events, a book club, craft club and more!

4. COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

No one was speaking to the baby boomers! They were being classed as ‘old’. We were told by the Age Discrimination Commissioner that over-60’s weren’t online — 400,000 baby boomers/month later and we’ve blown that myth out of the water. To be frank, nothing was solving this problem effectively before Starts at 60.

Its predecessors/competitors include…

There are some websites that have been developed since we began that are competing with us; however, our young and active voice sets us apart. Previously, traditional print media was being used but it wasn’t engaging or growing.

5. TARGET MARKET

It is made for…

The target market for Starts at 60 is Australians over 60. Baby boomers are the fastest growing demographic in Australia. In 2013, 271,000 Australians turned 60. This meant that 4.57 million Australians were aged over 60. The 50+ segment will expand by 34% between now and 2030. This market is actively looking for brands that will engage with them and talk to them. The target market presents such a massive opportunity!

It is available for sale through…

The digital media site is www.startsat60.com and we have a Facebook community of over 95,000 over-60’s! Search “Starts at 60”. Our events listing and registration is all hosted on our website as well as our clubs!

Our marketing strategy is to…

We currently have acquisition strategies in place using Facebook to grow our audience. Currently, our growth is 100% organic and it’s our great content and young and active voice that continue to bring our readers back and share us with their friends.

FINE PRINT: This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.