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
The three modules build on each other: From market and opportunity analysis to customer journey development and the practical translation into customer guidance, content, and internal enablement.
Module 1: The 60+ Opportunity Space– Market and opportunity analysis for products, services, and customer groups
In Module 1, we assess how well your company is currently prepared for older customer groups and the people around them, and where concrete growth opportunities are emerging. The focus is on relevance, needs, product and service fit, and identifying which areas hold the greatest potential for your business going forward.
This module is designed for companies and organisations that want to better understand new customer groups, identify market potential, and strategically develop their products, services, or advisory approaches.
Outcome: A solid basis for decision-making on where untapped potential lies and which opportunity areas should be prioritised.
Module 2: Customer Journey 60+: From Need to Decision and Use
Building on Module 1, we develop in Module 2 a robust customer journey for older customer groups and the people around them. The aim is to translate identified market opportunities into concrete decision paths, touchpoints, advisory logic, and sales opportunities.
The focus is on typical triggers, information and decision-making paths, key questions, uncertainties, barriers, and drop-off points along the journey. This makes it visible how customers and their wider support network can be guided more effectively from need recognition through to decision and use.
Outcome: A structured customer journey that provides a foundation for sales, communication, service design, and more effective customer guidance.
Customer Guidance & Enablement: Turning strategy into effective customer guidance, relevant content, and internal enablement
Once the analysis and customer journey are in place, the real implementation work begins: I support companies in translating prioritised opportunity areas into effective customer guidance, relevant content, clear advisory logic, and internal enablement structures.
This turns strategic insight into something that can actually be implemented across communication, sales, service, and the wider organisation.
Outcome: A strong foundation for content, advisory structures, internal enablement, and the ongoing development of a prioritised opportunity area.
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.
