Published by Adam Stone in the Jan/Feb 2013 edition of Senior Living Executive. Senior Living Executive is a publication of the Assisted Living Federation of America (ALFA).
It's difficult at best to build a business plan based on anecdotes and approximations, yet it's a common practice in senior housing. When it comes to customer interest, preference, and desire, too often we merely think we know.
Mom rates good food near the top of her must-have list, right? And adult children insist that Mom needs Wi-Fi access. There's a grain of truth in such assumptions, but in fact they only scratch the surface. "Conventional wisdom is enough to get you in the ballpark, but it won't have you swinging for the bleachers.
Who are the residents? What do the adult children want for them? How can senior living providers meet those needs? How best to sell these virtues, honestly and convincingly? Through research and direct observation, some of the brightest minds in the field have been busy producing answers.