My services
Develop offers and services for
the 65+ target group
Products, services, and customer journeys must be tailored to the realities of older people’s lives and their environment. Demographic change is transforming needs, expectations, and decision-making processes—and with them the question of which topics and services will have the greatest market potential in the future.
I support companies in working out exactly that: Where are new needs emerging? Which offerings are compatible? And how do they need to be further developed so that they are actually relevant to older target groups?
It is essential to take a more differentiated view of the “65+” target group. This is not a homogeneous group, but a broad field of very different life situations, expectations, and purchasing motives. Anyone who wants to reach older target groups, tap into potential, and break down barriers must take a closer look. Services: Market and target group analysis 60+, offer and category development, structure development & enablement
Content and communication architecture: Sharpen positioning and communication
I help companies strategically realign their messages, narratives, and content. Many offerings fail to reach older target groups not only in their approach, but also in their underlying logic: In language, imagery, accessibility, and relevance. Together, we analyze where communication is falling short today, which needs and expectations are not being sufficiently considered, and how a positioning can be created that actually reaches older people and their environment. Services: Positioning and communication architecture.
In addition, I design content and guide architectures that sensibly combine information, advice, and market impact. The focus is on content sequences that guide users step by step—from the specific problem to suitable solutions to relevant products, services, or service packages. To this end, I develop editorial structures with clear story architecture, identify topics with particular leverage, and curate existing content with a view to gaps, priorities, and potential for expansion.
Lectures, workshops, and sparring: Leveraging opportunities in demographic change
Alongside digital and technological change, demographic change is one of the major shifts that will significantly shape Europe in the coming decades. I would be happy to discuss with you what impact this will have on your industry, your market, and your target groups, and what strategic conclusions can be drawn from this. Services: Creating clarity, knowledge management.
I have also been involved in many technological innovations in recent years. Most projects fail not because of the technology or the idea, but because of how they are integrated into the market and into organizations. Common mistakes in integration include: processes are not adapted during implementation, tasks and responsibilities remain unclear, there is no clear onboarding process, and no clear service agreements. This is exactly where I come in with guest lectures and teaching modules. The focus is on the question: How do I bring innovation into real-world applications—in markets and in customer organizations?
Specialist media: Housing for the elderly & care – SmartBuildingsCompass.com
SmartBuildingsCompass.com is an online platform dedicated to independent living in old age, care, and support.Its goal is to provide guidance to older people and their relatives—with simple explanations, examples from everyday life, and information about services that many are not yet aware of. Many good concepts, technical aids, and support services are far too invisible today. That is exactly what we want to change.
Through this work, I have built up very specific knowledge over the years: What older people and their caregiving relatives really need, where they encounter limitations in everyday life, which solutions work—and why they fail. I regularly talk to users, caregivers, providers, funding agencies, researchers, and public authorities. This practical knowledge flows directly into my consulting work: I can realistically assess new solutions in the area of age-appropriate living and digital support and help develop strategies that are actually viable in everyday life in terms of housing, care, and support.
