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Seniors Economy: Improving the qualitiy of life a future market for SMEs and Skilled Trades
Georg Cramer: North Rhine-Westphalian Crafts and Skilled Trades Council
Improving the Quality of Life
a Future Market for SMEs and Skilled Trades
Seniors Economy: Improving the qualitiy of life a future market for SMEs and Skilled Trades
Das Handwerk in Nordrhein-Westfalen
Enterprises 122,800 Employed 986,000 Sales 97.7 b Euro p. a.
Key characteristics:• direct contact with clients• products made to order - very small series• provision of individual services and goods• small-sized and independent enterprises• emphasis on training, skills, and high quality
Seniors Economy: Improving the qualitiy of life a future market for SMEs and Skilled Trades
Example: cabinet maker/joiner8.000 enterprises, 37.000 employed
• adjustable kitchen furniture• Paternoster wardrobe• adjustable bed• multifunktional
bedside table
marketing concept: „barrier-free living“
Seniors Economy: Improving the qualitiy of life a future market for SMEs and Skilled Trades
example: plumber / fitter9.300 enterprises, 53.000 employed
• sanitary installation for handicapped• barrier-free shower• adjustable fittings in kitchens• high comfort
Seniors Economy: Improving the qualitiy of life a future market for SMEs and Skilled Trades
example : electrical fitter10.600 enterprises, 69.000 employed
• electrical fittings with an easy reach• intelligent facility management• safety - alarm system• lighting
Seniors Economy: Improving the qualitiy of life a future market for SMEs and Skilled Trades
Example: painters9.000 enterprises, 40.000 employed
»Composition of colours»design of home decoration»illusions painting»comprehensive renovation
cleaning up
Seniors Economy: Improving the qualitiy of life a future market for SMEs and Skilled Trades
example: Information technician2.600 enterprises, 11.000 employed
»Implementation of radio and tv sets communications appliances
»control services - emergency call»devices for handicapped
Seniors Economy: Improving the qualitiy of life a future market for SMEs and Skilled Trades
example: metal workers5.700 enterprises, 38.000 employed
»railings and banisters»lift installation»aids for transportation purposes
Seniors Economy: Improving the qualitiy of life a future market for SMEs and Skilled Trades
Demand for construction serving the needs of seniors
assumptions:60 per cent are owners of flats and houses 22 per cent plan to invest in the near future (IAT)average investment: 20,000 Euro
total estimated demand : 6.4 b Euro in NRW
average savings: 55 - 65 year-old people: 90,000 Euro
65 - 75 year-old people: 73,000 Euro (Einkommens- und Verbrauchsstichprobe, Stat. Bundesamt)
Seniors Economy: Improving the qualitiy of life a future market for SMEs and Skilled Trades
Desire to consume
„I deserve to come first to spend my money on my own needs“
...said 56 % of 70 to 75 year-old people.(Quelle: GfK-Studie)
Seniors Economy: Improving the qualitiy of life a future market for SMEs and Skilled Trades
Desire to consume
Essential aims of seniors are:• to be mobile• to stay in own house/flat• to be independent
Note: heirs often are seniors.
There is a considerable and growing potential for senior‘s demands.
Seniors Economy: Improving the qualitiy of life a future market for SMEs and Skilled Trades
Seniors economy
Where lies the problem ?
• Is the supply side not yet sensible ?
• Is there a lack of confidence in services and products ?
• Do regulations fit ?
Seniors Economy: Improving the qualitiy of life a future market for SMEs and Skilled Trades
Seniors economy:Problems on the supply side
• supply does not conform with needs of seniors• a lack of comprehensive solutions• a lack oftechnical competences• marketing not adapted to the target market• trades people are lacking sensibility with regard to seniors• Image is poor and does not include comfort and wellness
Yet:• cooperation of joiners: „Barrierefrei leben“• „Wohnen ohne Barrieren“; 11 individual enterprises cooperate Best Practices do exist and give proof of feasibility.
Seniors Economy: Improving the qualitiy of life a future market for SMEs and Skilled Trades
Seniors economy:Problems on the demand side
Senior clients • are missing information• orientate towards mass production• do not know reliable suppliers • do not trust in capacities of the seniors economy• fear that trades people come with dirt and disturbance
yet: • advice to seniors• consumer organisations• social service
Seniors Economy: Improving the qualitiy of life a future market for SMEs and Skilled Trades
What we do:The Centre for Living in Age (Wohnen im Alter)
Centre of competence for • building and living for seniors and handicapped• Wellness• realisation of medical appliances
The Centre provides a network for all those who aim at• qualified senior-conform products and services • developing a seniors economy• optimising and harmonising training modules • providing a better quality of life and more mobility for the aged.
The centre is advised by a councelling board.
Seniors Economy: Improving the qualitiy of life a future market for SMEs and Skilled Trades
Zentrum Wohnen im Alter; its main tasks:• Collecting information for the trades and for their customers• publishing brochures with technical hints• marketing support• developing and providing training (500 participants so far)
one day seminars on marketing; role playstechnical courses on standards distance learning for fitters
• lobbying public and social financing• assisting in fairs and expositions (Deubau, Vitactiv)• mailings to enterprises, 10.000 mailings in September• guide to the market: ca. 300 registered as part of a pilot project• internet-site including database, see: www.wia-handwerk.de• public relations, lobbying• cooperating with partners such as scientists, industry etc.
Seniors Economy: Improving the qualitiy of life a future market for SMEs and Skilled Trades
Zentrum Wohnen im AlterExample Handbook
collection of services and products for seniors:
• containing 305 keywords in 12 categories on building in a senior- and handicapped-conform way
• detailed description of products and services• standards and technical information• proposals for marketing concepts• hints for better cooperation between companies• addresses und contacts
Seniors Economy: Improving the qualitiy of life a future market for SMEs and Skilled Trades
Zentrum Wohnen im Alterexample training
• sensitization• „expert for barrier-free building“• technical seminars for joiners, fitters,
and the construction trades• standards• marketing with a particular focus on
communicating with seniors• distance learning for fitters and plumbers• assisting in experimental projects
Seniors Economy: Improving the qualitiy of life a future market for SMEs and Skilled Trades
Zentrum Wohnen im Alter
Finance
• own ressources of Handwerkskammer Düsseldorf• projects (creation of handbooks and training modules etc.)• fees for training and registration in guides
Seniors Economy: Improving the qualitiy of life a future market for SMEs and Skilled Trades
Why should we cooperate at European level ?
The centre already assists in a European Project on „mobility for the aged“
• exchange of experience with SME-organisations in Europe• cooperation with experts such as gerontologists, architects etc.• learning from developments and markets in the EU
Targets:• stimulating a common development of concepts • training materials and concepts• e-learning• benchmarking
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