by Mary Furlong
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Product Description
"Mary is an evangelist who has been selling the dream of the boomer/senior market for over twenty-five years. She understands the customer segment better than anyone, and this book reflects her insight." --Guy Kawasaki, Managing Director, Garage Technology Ventures and author of The Art of the Start "Dr. Mary Furlong is a true visionary. Her insights and market intelligence are consistently spot on and her notions about what to do and how to do it demand serious attention from start up entrepreneurs to Fortune 500 executives. In Turning Silver into Gold she has done a masterful job of revealing a broad range of timely and actionable paths to success. I heartily recommend this book to anyone interested in gaining a better understanding, and meeting the myriad needs, of a maturing population." --Ken Dychtwald, Ph.D., President of Age Wave, Author of The Age Wave, Age Power, and The Power Years "Mary Furlong's book has a social heart as well as a business sense. She is trying to assist people who are in business, but not simply for the sake of exploiting a market. Adding value to life is as important to her as it is to us at AARP."--From the Foreword by Bill Novelli, Chief Executive Officer, AARP "Mary Furlong is an expert on the Baby Boomer demographic as an academic, entrepreneur, and marketer. She has lots to teach about how to successfully reach and impact this enormous market." --Myrna Blyth, Founding Editor, More Magazine "Furlong displays a genuine grasp of boomer sensibilities, especially those of decency and happiness and the common good; when she speaks of value added, it is not just the markup but how the product or service adds to the pleasure of living right and well." --Kirkus Business & Personal Finance Report As they age, America's 78 million baby boomers will live more active, creative, inventive lives than any generation before them. This represents a truly enormous business opportunity. In this book, the world's number one authority on marketing to "post-50" baby boomers offers a complete blueprint for profiting from that opportunity. Dr. Mary Furlong reveals breakthrough product and service opportunities, and gives you the tools, resources, techniques, and data you need to capitalize on them.She offers powerful insight into baby boomers' new lifestage transitions in housing, health, fitness, finances, family, fashion, romance, travel, and work--and the new brand choices they're about to make. Throughout, Furlong combines extensive, authoritative market research with inspirational stories about passionate, tenacious entrepreneurs and brand leaders who are blazing new trails in these fast-growing markets. You'll learn how to segment boomer markets, and identify opportunities to innovate entirely new categories of products and services. You'll discover which sales and marketing strategies really work, and even uncover opportunities in the surprising worldwide boomer market.Five trends shaping the next baby boomer revolution Global markets, longevity, lifestage transitions, technology, and spirituality From concept to product to financing, and beyond All you need to execute on your baby boomer product/service opportunity The new healthcare revolution, the new healthcare business How boomers are using the newest innovations to take control over their health futures Sex and romance: I'll have what she's having The new sexual revolution: making it feel like the first time--or better Choosing families, making connections Powerful new opportunities in helping boomers reach out and connect About the Author Dr. Mary S. Furlong is the leading authority on the baby boomer generation as it moves beyond 50. She founded Mary Furlong & Associates to help socially and consumer-conscious companies reach this growing market. She is also Executive Professor of Entrepreneurship and Women in Leadership at Santa Clara University's Leavey School of Business. Before launching Mary Furlong & Associates, Dr. Furlong founded the nonprofit organization SeniorNet in 1986. She founded Third Age Media in 1996, ultimately reaching more than two million members.Throughout the course of her work for both organizations, she raised $120 million in venture capital funds. She has advised President Clinton, Congress, the AARP, and corporate clients including IBM, Johnson & Johnson, Merrill Lynch, Procter & Gamble, and Microsoft. With the American Society on Aging, Dr. Furlong co-produced the successful 2004, 2005, 2006, and 2007 What's Next Boomer Business Summits. She was Executive Producer of the 2005, 2006, and 2007 Silicon Valley Boomer Venture Summits and $10,000 Boomer Business Plan Competitions. She is a member of the Leadership Circles of the American Society on Aging's Business Forum on Aging, the National Council on Aging (NCOA), and the AARP. She is also an advisor to several start-up companies all focused on the boomer market. Dr. Furlong has appeared on CBS, NBC's Today Show, PBS, and NPR to discuss trends in aging andtechnology. She was named one of the top 50 businessleaders by Time Digital, and has also been honored byFortune Small Business Magazine. Her books includeGrown-Up's Guide to Computing.
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Average Customer Review:
0 of 0 people found the following review helpful:
Outstanding Resource with great ideas, 2008-10-13
I strongly recommend this book to anyone looking to get into the Boomer marketplace. Very easy to read, with excellent resources and ideas. Be ready to learn a great deal about a lucrative market.
0 of 0 people found the following review helpful:
'Must read' for those selling to the Boomer market , 2008-07-22
Mary - thank you for writing this book. It has been a terrific read and extremely applicable to my life in venture capital. You have an amazingly comprehensive view of the Boomer market and I appreciate you sharing it. I found myself making notes in the margins with thoughts to share with our portfolio companies.
0 of 0 people found the following review helpful:
Kudos!, 2008-05-16
I read Mary's book in response to a suggestion from a friend. I plan on creating a distribution chain based out of South America obtaining ophthalmic and optometric diagnostic equipment which is to be manufactured in China. As many of you know due diligence is the key to launching a tennable startup and I found Mary's book to be helpful in putting a name and face to my largest customer base, which is of course the boomer generation. Mary is able to effectively describe this all too often over looked demographic in a manner that is both informative and entertaining. Her insight on the subject matter is profound. After researching her qualifications and past business ventures this comes as no surprise. Throughout the chapters business oppurtunities are explored with exellent case studies presented as guiding lights. I recomend this book to anyone who is planing on understanding and consequently captializing on this limitless demographic.
0 of 0 people found the following review helpful:
New business strategy, 2008-05-08
Furlong's book helped us develop our company's strategy for tapping the boomer market in our backyard. Her insights, supported by concrete examples, have guided us to specific target markets that make sense for us to pursue. The book saved us endless hours of research and experimentation.
0 of 0 people found the following review helpful:
Forge Ahead - with great guidance and support, 2008-04-01
Turning Silver into Gold is the most marked and noted book I own.
It explodes with ideas that inspired me to expand my vision of my business and its mission. Dr. Mary Furlong provides specific companies -both large and small, links, and steps that had me immediately clicking, reading and signing on to be able to meet the industry innovators at her "What's Next Boomer Summit".
Glad I read the book, thrilled I attended the Summit.
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