PM100 Innovative Business Idea - AGE Pass

QUEEN MARGARET UNIVERSITY
AGE Pass
Active Growth and Engagement
An innovative ehealth platform for
socially isolated older adults
17005785, 17006490 & 17004041
PM100 Innovative Physiotherapy Practice
Word Count: 4396

Business Opportunity
The
is well known that physical activity in older adults has a protective effect for their cognitive and physical
It
as well as provides opportunity for community engagement. However, Scotland currently has an
functioning,
population with increasing physical, social, and psychological needs that the healthcare system
ageing
completely fulfil. With insufficient resources to provide affordable, accessible, and supportive
cannot
activities for the older adults to participate in, there is a substantial need for further community
recreational
in Scotland. Therefore, our Active Growth and Engagement (AGE) Pass is essential to promote
programmes
ageing and reduce the overburdened healthcare system.
healthy
Advantage
Competitive
Pass is more accessible and supportive than current healthcare programmes as it is an eHealth
AGE
which has been proven to be successful in supporting ageing populations. Additionally, AGE
technology,
provides an affordable alternative as it uses a points-reward system to incentivise participation and
Pass
benefits to the service users, rather than through a monetary system designed for profit.
provide
Market
Target
addition to providing a service for older adults, AGE Pass also inclusively benefits student volunteers and
In
businesses. This builds an improved social support network, thus providing an integrated
community
where older adults can participate in to reduce loneliness and increase independence, whilst
community
student experiences and providing additional revenue for local businesses.
enhancing
Model
Business
Pass is a subscription-based, social enterprise with the sole pro-social aim to enhance the lives of
AGE
adults in Scotland. AGE Pass uses the benefits of intergenerational bonding, rural community
older
easy interaction and access between all parties, and a unique points-reward system to
engagement,
to older adults, student-volunteers and community businesses.
appeal
Strategy
Marketing
Pass will use a multi-sectored approach, advertising through social medias, local newspapers and
AGE
to introduce its eHealth service to the target populations. Additionally, AGE Pass will partner
word-of-mouth
local business, universities, and NHS programmes to receive a large percentage of service users from a
with
basis.
referral
Analysis
Financial
to its eHealth platform and it services being provided by community business and student volunteers,
Due
Pass will have low initial start-up costs. Profits from the service user subscriptions will be cycled back
AGE
AGE Pass to increase the quantity, quality, and diversity of the services provided to provide constant
into
to the service users.
benefit
Staff
Pass will have management teams to organise technological support, implement marketing strategies,
AGE
manage cost and profits. Regional coordinators will assist with university recruitment and service
and
support, which is led by student volunteers at local community business.
provision
Plan
Implementation
E X E C U T I V E
S U M M A R Y
AGE Pass will commence its marketing strategies immediately following proposal acceptance. The eHealth
platforms will be ready for service use one month after proposal acceptance to allow for the app and
website design to be confirmed and to sort out further technologic difficulties should they arise. AGE Pass
will be evaluated directly through the service usage from all participating parties to ensure appropriate
strategies are tailored to the required areas.

and
Background
Opportunity
Business
Competitive
Advantage
BACKGROUND
healthy and active lifestyle, including regular physical
A
plays an essential role in an individual’s health, wellbeing
activity,
and overall quality of life (Centre for Disease Control
Prevention 2015). There is widespread consensus around
and
scientific evidence supporting physical activity as a tool to
the
physical and cognitive functioning (Scottish Health
improve
2016). Physical activity reduces the risk of over twenty-
Survey
chronic health conditions (i.e. cardiovascular disease,
five
2 diabetes, cancer, obesity, high blood pressure) and
type
psychological well-being (i.e. depression and stress)
improves
Health Survey 2016; Warburton et al. 2006).
(Scottish
physical activity has been related to lower overall
Additionally,
and mortality (Kokkinos 2012) as well as maintaining
morbidity
functioning and functional independence for older
cognitive
(Burns and Murray 2012). However, within the elderly
adults
there is a lack of adherence to physical activity
population,
as only 30% of Scottish adults aged 75 and over meet
levels,
moderate to vigorous physical activity (MVPA) guidelines
the
Health Survey 2016). Moreover, over 50% of older
(Scottish
in Scotland reported that they participate in less than
adults
minutes of moderate or 15 minutes of vigorous physical
30
OUTLINE OF THE
PROPOSAL
Target Market
Business Model
Marketing Strategy
Financial Analysis
activity per week (Scottish Health Survey 2016).
Staff
Implementation Plan

Scotland, there is concern
In
the ability of the
regarding
system to meet the
healthcare
demands of the ageing
rising
Within the next
population.
there will be over 2.8
decade,
people in the United
million
over the age of 65 who
Kingdom
require health and social
will
This is due to the increasing
care.
of dementia within
prevalence
ageing population, rising 40%
the
people aged 65-84 with
among
co-morbidities expected to
other
31% (Guzman-Castillo et al.
rise
The National Health
2017).
(NHS) is already an
Services
social care
under-resourced
with limited funding and
system,
to address health
abilities
of the ageing
demands
Additionally, age-
population.
disabilities are predicted
related
increase by 25% (Guzman-
to
et al. 2017), which has
Castillo
implications for the
serious
overburdened NHS. To
already
the increasing health
address
there must be a call to
demands,
on health service planning
action
funding, and older adult
and
ageing needs to occur
successful
prevention outside of the
by
sector, focusing on
healthcare
programmes and
community
to support healthy ageing
services
and Health Care for an
(Health
Population 2013).
Aging
ACTIVITY
PHYSICAL
activity benefits cognitive functioning and
Physical
and musculoskeletal systems. Within the
cardiorespiratory
population, physical activity also leads to an increase
elderly
quality of life and the ability to maintain independence.
in
there have also been efforts by epidemiological
Additionally,
to demonstrate the health benefits of social
investigations
and social support within the elderly population
integration
2017; Seeman et al. 2001). The social environment
(Rellinger
older adults (i.e. group classes) also has an impact on
of
functioning, reducing physiological reactivity and
cognitive
decline (Seeman et al. 2001). More recently, Jones
cognitive
colleagues (2013) examined the role of community
and
in promoting health and well-being for the adult
centres
The study examined activities within the
population.
centres such as cooking, befriending, arts and
community
leisure and exercise. The results of the study
crafts,
the positive changes in self-reported general
demonstrated
physical activity and multiple aspects of well-being:
health,
personal and social (Jones et al. 2013). This study
mental,
the importance of encompassing both physical
highlighted
and leisure classes to benefit the elderly population.
activity
SCOTLANDS
HEALTH

2011, the Scottish Government launched the Reshaping
In
for Older People (RCOP) programme, aiming to
Care
health and social care services to transitions
encourage
a preventative approach for healthy ageing. To help
towards
opportunities for physical, social and mental health,
optimise
to increase the proportion of older adults who
assisting
active, a multi-faceted, multi-sector approach must be
remain
to promote healthy ageing. To address short and long-
utilised
outcomes, multi-purpose organisations, such as
term
centres and recreational facilities, aid in providing
community
for individuals to participate in various physical
opportunities
social activities. Additionally, evidence has demonstrated
and
participating in community-based activities develops a
that
relationship with perceived well-being (Williams et al.
positive
Providing affordable, accessible, appropriate and
2016).
recreational programmes, within the community,
supportive
elderly population engagement is crucial for
targeting
successful ageing (Stewart et al. 1997). Community
optimising
recreation centres provide opportunities for individuals of
and
ages to participate in various physical and social activities
all
creating an environment, which allows the opportunity to
by
health behaviour change among older adults (Jones
promote
al. 2013; Stewart et al. 1997; Wallace et al. 1998). Although
et
resources are available for the elderly population, there
these
still barriers that are preventing older adults from
are
Justine and colleagues (2013) identified
participating.
external barriers among older adults having: ‘not
common
time’, ‘no one to exercise with’ and ‘lack of facilities
enough
services in rural areas’. Additionally, older adults
and
their internal barriers being: ‘lack of motivation’,
described
tired’ and ‘already active enough’ (Justine et al. 2013). To
‘too
these barriers for physical activity and social
overcome
recreational facilities and programmes need to
integration,
opportunities for social support, education, skills
provide
for health-promotion activities and healthy ageing
necessary
et al. 2013).
(Jones

there are over 850,000
Currently,
within the United Kingdom
people
with dementia (Dementia UK
living
Evidence from
2018).
studies has
intergenerational
that engaging all
demonstrated
within an activities
generations
provided significant health
class
for those involved (British
benefits
Cross 2016). To combat
Red
and loneliness, there has
isolation
an increased interest in
been
activities to
multi-generational
older adults. Growing
engage
does not mean that older
older
lose interest in certain
adults
they enjoyed
activities
in previously as a
participating
or early adult years. Many of
child
activities can help stimulate
these
and meaningful memories,
strong
independence and
maintain
the risk of health
prevent
Additionally, some
deterioration.
adults might be looking to
older
new opportunities,
experience
can be aided by younger
which
to assist the older
participants
Students have also
adults.
positive benefits
demonstrated
intergenerational classes, as
from
develop communication
they
leadership experiences,
skills,
social norms and
overcome
while creating positive
obstacles,
with older adults
relationships
the purpose of this proposal will be to
Therefore,
an Active Growth and Engagement
develop
Pass for older adults. By providing a
(AGE)
for affordable, accessible and
resource
multi-generational programmes, it will
supportive
the older adults the opportunity to
provide
in physical activity and leisure
participate
maintain functional independence,
classes,
loneliness and create positive
prevent
relationships.
DEMENTIA
PREVALENCE
PURPOSE OF AGE PASS
(Knapp and Stubblefield 2010).

DESCRIPTION OF AGE PASS
AGE Pass is a social enterprise eHealth platform for older adults, focused on
empowering an ageing population through creative and fun activities, led by skilled
youth and students from the community. The Scottish government (2017) determined
that seniors aged 60-74 and 75+ had a 26% and 20% increase in Internet usage since
2008, being the highest growing sectors for digital technology participation.
Additionally, Philip and colleagues (2016) determined that eHealth technologies
support successful ageing for older adults in rural areas. The older adults were
receptive to the eHealth devices, as they enhanced the opportunity for social
connections, however the researchers determined that eHealth should not replace inperson
engagement (Philip et al. 2016).
AGE Pass is a subscription-based service that allows seniors to access a variety
of activities around their community. Skilled student volunteers, who are
completing required volunteer hours for courses and gaining career-focused
experiences, will lead activities for the seniors. The app allows students to offer
their services and seniors to sign up for classes. The activity locations will be
provided by local businesses and community centres, allowing for a wide-range
of classes and opportunities. Age Pass incentivises participation of all parties
through a rewards-based system:
SENIOR RECEIVE AWARDS FOR ATTENDING CLASSES AND TRYING NEW CLASSES
STUDENT RECEIVE REWARDS FOR CONTRIBUTING VOLUNTEER HOURS
BUSINESSES GAIN REWARDS BY PROVIDING THEIR SPACE.

U T I L I S A T I O N O F T H E
R E W A R D S Y S T E M
STUDENTS CAN USE REWARDS POINTS
TOWARDS IN-APP OR IN-STORE PURCHASES
FROM PARTICIPATING LOCAL BUSINESSES
(WHO IN EXCHANGE ARE RECEIVING FREE
ADVERTISING TO THEIR TARGET AUDIENCES).
THESE REWARDS WOULD INCLUDE THINGS LIKE
A FREE MUFFIN WITH A PURCHASE OF A DRINK
AT A LOCAL CAFÉ.
SENIORS CAN USE REWARD POINTS TO REDUCE
THE COST OF THEIR QUARTERLY MEMBERSHIP IF
THEY ATTEND MORE THAN 5 CLASSES OF
MONTH THEIR FEE WILL BE DROPPED 50% (£10
TO £5)
BUSINESSES USE REWARD POINTS TOWARDS
MARKETING SCHEMES IN THE APP, WHICH CAN
BE TARGETED TO BOTH STUDENT VOLUNTEERS
AND OLDER ADULTS.

usiness structures, such as service re-development, charity, sole proprietorship, or social
Several
could be utilised when developing AGE Pass (refer to Figure 1). Service re-development or
enterprise,
investigates the internal organisational structure of a business and identifies issues requiring
redesign
based on the consumers’ changing needs (Kindstrom 2010). This type of business structure
change,
solely on solutions for needs rather than introducing new services as competitors into the
focuses
which improves customer fulfilment and satisfaction as well as negates price and profit
market,
between businesses (Tukker and Tischner 2017). Nevertheless, Reijers and Mansar (2005)
competitions
that focusing internally on pre-existing services, service re-development models could be
determined
time-consuming and difficult to implement new practice within pre-existing frameworks. Therefore,
very
service re-development structure for AGE Pass would prove to be significantly difficult to redesign
a
NHS community programmes, due to the fact there will be multiple environments explored and
current
involvement.
intergenerational
contrast, non-profit organisations, such as charities or social enterprises, exist due to government
In
being unable to provide certain services (Dart 2004), avoiding the difficulties of attempting to
markets
frameworks already established. Additionally, sole proprietorships also involve more freedom
redesign
design and decision-making (Burns 2016). For this reason, both of the aforementioned business
in
could suit AGE Pass more appropriately than a service re-development model. However,
structures
enterprise and sole proprietorship structures are typically functional alternatives to purely
social
models because they are not as restricted with resources and funding (Dees et al. 2001).
philanthropic
Dees (2003) argued that income-focused businesses, such as sole proprietorships, will
Furthermore,
have reduced social impacts and often become less innovative due to markets’ competitive
likely
and severe liabilities taken with such businesses. Similarly, Dart (2004) expressed that
environments
enterprises are a tactically better choice for pro-social businesses. Thus, AGE Pass most suitably
social
into a social enterprise business structure because their mission is focused on being a significant
fits
influence for older adults, providing the consumers an innovative service with the sole intentions
social
enhancing their health and well-being.
of
conceptual diagram
A
the decision-making
showing
for choosing an
process
business model
appropriate
B U S I N E S S
S T R U C T U R E
for AGE Pass.

AGE Pass to be successful, its
For
must stand out from
design
practices, targeting social
current
and reduced physical
isolation
levels in an older adult
activity
First and foremost,
population.
Pass needs an appropriate
AGE
structure to ensure a
business
and pragmatic
feasible
into practice.
integration
there are key
Additionally,
that must be integrated
elements
the design that current
within
do not offer (Teece
services
Implementing new
2010).
has to be beneficial for
elements
of the population and
majority
has to be a consensus that
there
is a need for change. After
there
investigation of current
an
being offered to AGE
services
target population, it was
Pass’
that AGE Pass will
determined
key elements that
encompass
not been the focus of
have
for previous business
attention
AGE Pass’ approach will
models.
four key elements: target
include
populations, have an
rural
points-reward
incentivising
intergenerational
system,
and an all-in-one, easily
bonding,
you know?
Did
recent years, technologies have been introduced to rural
In
areas that have shown to be beneficial for older
healthcare
(Currie et al. 2015). Additionally, Stockdale (2002)
adults
that younger populations in Scotland are likely to
recognised
rural areas, which affects the social network of these rural
leave
Thus, another reason why AGE Pass is targeting
communities.
Scotland is to promote younger adults to engage in
rural
activities that will support intergenerational social
community
TARGETED
RURALLY
first aim that AGE Pass seeks to accomplish is to fill the gap
The
current services, by targeting rural populations, who have
of
opportunities for social engagement due to accessibility
fewer
Currently, there exists a plethora of community
limitations.
(refer to Table 1) in Scotland’s urban areas (i.e. City of
services
Council), which are funded by the local councils,
Edinburgh
reasonably priced and diverse services for older adults
providing
partake in. Conversely, social exclusion is often more prevalent
to
difficult to address in more rural areas (Pierson 2010) which
and
current services disregard. Therefore, AGE Pass initiates
the
of social inclusion services in rural areas of Scotland by
provision
businesses, universities, and older adults together in a
linking
service, which avoids the reliance on publicly funded
combined
services. AGE Pass will capitalise on under-utilised
community
within the community, by utilising open business or
locations
DISCUSSION: THE
SUCCESS OF AGE PASS
inclusion throughout these areas.
school spaces for a variety of activities in off-peak times.
accessible platform.

1. Table
OF URBAN COMMUNITY SERVICES OFFERED IN
EXAMPLES
T Y P E S O F C L A S S E S , L O C A T I O N S ,
A N D C O S T S O F C O M M U N I T Y
S E R V I C E S
EDINBURGH, SCOTLAND FOR OLDER ADULTS
50
40
30
20
10
0
Edinburgh Yoga
Bingo
Drawing/Art
Dance
OTAGO Class
Music Lessons

onding
Intergenerational
both young and older
enables
to socially befriend
populations
other, which has shown
each
for all parties (British Red
benefits
2016). By integrating
Cross
from multiple
participation
AGE Pass’ second
generations,
business design will be
key
around the importance
focused
intergenerational participation,
of
opportunities for social
providing
and friendship. More
engagement
Knapp and
specifically,
(2010) determined
Stubblefield
student populations also
that
benefit from
significantly
in activities with older
engaging
Nevertheless, to the
adults.
knowledge, current
researchers’
and services for
programmes
adults in rural areas of
older
(i.e. Highlands, Dumfries
Scotland
Galloway, Borders, Fife), do
and
directly engage students with
not
adults (Age Scotland 2018).
older
these resources available,
Having
the importance for the
reiterates
of AGE Pass to include
design
bonding,
intergenerational
between students and
particularly
adults, attempting to fill the
older
of current services and
gap
a beneficial alternative
introduce
INCENTIVE
INCREASED
third key focal point of AGE Pass is to offer a system to
The
all parties: older adults, universities and students, and
incentivise
businesses (i.e. leisure centres, recreational facilities
community
private businesses). The incentivisation to participate in
and
inclusion opportunities is crucial for AGE Pass’ distinction
social
current services, as well as to link the two aforementioned
from
For example, Age Scotland (2018) hosts projects,
objectives.
involve befriending between generations in addition to
which
rural community services. However, these projects lack
several
incentives and are purely volunteer-based, both for
enrolment
volunteers providing the services and the older adults wishing
the
participate. In contrast, AGE Pass incorporates a point system
to
2) whereby participating parties are rewarded in return
(Figure
their level of engagement. Appropriate incentives, including
for
bonding (Warburton et al. 2007), have been
intergenerational
and proven to be significantly important to older
researched
participation (Cornell et al. 1988). Therefore, this feature
adults’
help create an online community that incentivises older
will
student volunteers, and local businesses to partake in
adults,
points for volunteering to teach
Gain
older adults
skill/help
towards purchasing
Points
at businesses and
products/services
volunteer hours for
certified
course
academic
points for good attendance
Gain
rates
points for building a complete
Gain
and making connections to
profile
users and volunteers
other
points for trying new activities
Gain
go towards receiving money
•Points
from AGE Pass membership
back
points for offering workspace
Gain
students and older adults to use
for
go towards free
Points
on AGE Pass app
advertisements
throughout universities or other
and
signed up to AGE Pass
businesses
INTERGENERATIONAL
ENGAGEMENT
communal activities more than the current services provided.
to improving social inclusion.

fourth and final key element of AGE Pass is its ability to connect
The
volunteers, businesses offering workspaces, and
student
older adults all in one, simple application platform.
participating
offered by the City of Edinburgh Council (2017) and Age
Services
(2018) are marketed to participants through online or
Scotland
listings which outline many programmes and services
print-based
to reach out to an ageing population. However, they have
available
components that do not address the needs of the service users.
two
both organisations require the participating individual to
Firstly,
contact the services, which may be difficult for
independently
isolated individuals (Nicholson 2012). Secondly, they fail to
socially
a social support system to connect isolated individuals,
promote
promotes further isolation (Cacioppo and Hawkley 2009). In
which
our solution, AGE Pass, uses a simple application, which
distinction,
the student volunteers and older adults, as well as older
connects
to each other when they create their personal profiles. This
adults
a social support network aimed at increasing adherence and
builds
of its users through their ability to interact, communicate
motivation
AGE Pass, being an eHealth-based platform, will allow
Additionally,
to be easily accessed by service users. Key design features of the
it
will include scheduling, notification reminders, profiles of
app
description of classes and class recommendations
instructors,
on their inputted likes or dislikes. Thus, this allows AGE Pass
based
keep in contact with service users and ensure they stay engaged
to
their goals and involved with the service. AGE Pass will help
with
businesses, volunteers and classes to service users, helping
connect
a more integrated community where older individuals can feel
build
and thrive.
safe
EASILY ACCESSIBLE
PLATFORM
and invite those they meet at classes.

AGE Pass will require an initial investment in the development of the AGE Pass
Building
technology platform, marketing and partnership development.
eHealth
R E S O U R C E S R E Q U I R E D
F O R A G E P A S S
Start-up Resources
Technology -Building the platform
AGE Pass will have both a website and a mobile or tablet based application that
will serve as the main platform for volunteers, participants and businesses.
Building the website and app will require the expertise of a software developer,
user experience designer, and mobile app designer. In order to build out the first
version of the app, AGE Pass will outsource the design and development of the
app to a reputable mobile app development firm that brings a strong trackrecord
and the right combination of skillsets to build the back-end and front-end
functionality required. Given the importance of having a well-designed, userfriendly
platform and the complexity of the back-end database functionality
required for the app, the best option is to outsource this development to a team
of experts.

to public launch of AGE Pass, it will be essential to sign up a sufficient number of
Prior
and businesses to support any participants who sign up to the app when it is
volunteers
publicly available. Outreach efforts for volunteers will be targeted to 2-3 postsecondary
made
campuses in the initial start-up region. The team will aim to identify professors or
who recognise the value of the offering to students and will serve as
administrators
on campus to recruit students and lightly monitor their engagement with AGE
champions
These professors would be encouraged to include AGE Pass volunteering as a course
Pass.
to ensure commitment of the initial volunteers signing up. For launch, it is
requirement
that most business outreach will require developing personal relationships with a
expected
group of small-business owners and community centres that believe in the offering
select
are committed to supporting the community. The businesses, with aligned values, will be
and
willing to engage pre-start-up before AGE Pass has built much traction or brand
more
Since offering to businesses is brand advertising, it will be important that initial
recognition.
signed on are willing to be patient as the number of participants and volunteers
businesses
a successful launch of AGE Pass will require spreading the word about the new
Finally,
to the target participant population, seniors in the selected start-up region. To
offering
this, advertising to NHS Services, local businesses and local newspapers will
accomplish
as the main avenue for AGE Pass to embed themselves within the community and
serve
contact with this population. To build a skilled team, AGE Pass will look to partner with
make
and colleges to build a presence on campus through job and volunteer fairs
universities
AGE Pass can advertise their service and students can learn how to be a part of AGE
where
Due to the high amount of the targeted population using a variety of NHS services,
Pass.
will serve as the main marketing point for AGE Pass services. Through, brochures,
they
leaflets and speaking opportunities at local hospitals and clinics AGE Pass will
information
to spread its name to get local allied health professionals (AHP) to believe in its vision.
look
multi-sectored approach to marketing AGE Pass will aim to make it a familiar name
This
businesses, which are a part of the AGE Pass network, are an additional marketing
Local
Businesses will be provided with window stickers and other AGE Pass marketing
platform.
which they can promote at their business location. This not only helps AGE Pass,
materials,
also benefits the businesses, which will be seen as supporters of their ageing community
but
R E S O U R C E S R E Q U I R E D
F O R A G E P A S S
Outreach and Partnership Development
on the platform grows before they see a real return for their participation.
Marketing
rooted in all areas of the community.
and good corporate citizens.

from the management team, AGE Pass’ success will depend largely on the skills and ability of
Aside
volunteers. AGE Pass will use a volunteer based model to recruit skilled student instructors to
its
classes for senior citizens. Students from universities and colleges within the city and
facilitate
counties can use Skillshare as their platform to complete volunteer or placement
surrounding
Volunteers will apply with regional coordinators outlining the skill they possess and
requirements.
to teach others.
wish
Team
Management
and develop into new communities, building new partnerships with local business, NHS
Research
and post-secondary institutions, accounting and finance, marketing and strategy development
services
to Board of Directors
Reports
Support
Technology
smooth operation of the online platform, support any technical issues that arise and implement
Ensure
to the expanding platform
changes
to Management Team
Reports
Coordinator
Regional
and on-boarding of volunteers, background check and certificate verification, scheduling of
Recruiting
in the upcoming season and back-up in case of volunteer no-show
classes
to Management Team
Reports
Volunteer
attendance through AGE Pass app, facilitating activity/experience for participants, completing
Taking
on each activity delivered and documentation of delivery through photographic evidence
reporting
to Regional Coordinator
Reports
O N G O I N G O P E R A T I O N A L
R E S O U R C E S
Staffing Model
Roles and Responsibilities

the large range of activities
Given
offered to participants,
being
needs will vary
equipment
AGE Pass will set-up
significantly.
‘warehouses’ (potentially
regional
depending on the size of
multiple,
region and volume of
the
and participants) to
volunteers
equipment necessary for
house
in convenient locations
activities
on the volunteers signed
based
For example, AGE Pass may
up.
a space on a university
rent
to store equipment.
campus
will be signed in and
Equipment
by volunteers. In cases where
out
is too large to be
equipment
by participants to the
carried
AGE Pass regional
activity,
will ensure
coordinators
is delivered to and
equipment
up from the delivery
picked
EQUIPMENT
FACILITIES
AGE Pass headquarters will be centrallybased
in Edinburgh. This office will be used
location.
for management activities and trainings as
required. Delivery of the AGE Pass activities
will take place at a variety of premises
across the regions where AGE Pass operates.
These will be provided in-kind (in exchange
for advertising) by small businesses,
community centres, schools etc. during their
off-peak hours. These facilities will be
matched to activities which are appropriate
for the environment for example, a knitting
class can be delivered at a local café
whereas an exercise class could be delivered
in a school gym after school hours.

R I S K M I T I G A T I O N

AGE Pass will be
Evaluating
considering it is an eHealth
reliable
platform, which
business
generates significant
automatically
of data. Information
amounts
by the app will be
generated
by the management team
analysed
evaluate whether AGE Pass has
to
successful in its initial
been
Three primary
implementation.
of feedback are crucial
outcomes
determine AGE Pass’ success, as
to
as regulate the areas to focus
well
improvement efforts:
quality
Are there enough people,
1)
students, businesses, and
including
adults, signed up for AGE
older
Pass?
Is AGE Pass being used to an
2)
amount?
appropriate
Are the consumers, in
3)
the older adults,
particular
first evaluation of whether there are enough
The
signed up is quite simple. When a person signs
people
to AGE Pass, they will fill in profile information,
up
will distinguish them into one of the three
which
older adult, student volunteer, or a
categories:
offering their allocated resources. The
business
of participants in each category will be
number
within the application, providing feedback
accessible
to how many participants are involved in AGE Pass.
as
will demonstrate whether our marketing
This
for AGE Pass have been successful, or
strategies
where marketing efforts need to be more
perhaps
(i.e. increase marketing around universities if
focused
are fewer students signed up). Additionally,
there
numbers will demonstrate whether the idea of
these
Pass is considered valuable in the consumers’
AGE
For example, if many older adults enrol,
perspective.
signifies that they desire to participate in more
this
and that a deficiency in the market exists.
activities
available data on all three categories is
Having
because even though AGE Pass is designed
important
older adults, it ultimately cannot be successful
for
student volunteers and businesses
without
participating.
simultaneously
EVALUATION OF AGE
PASS
satisfied with AGE Pass?

evaluating whether AGE Pass has reached a satisfactory amount of
After
population, the next method of evaluation is to assess if AGE Pass is
the
utilised appropriately. This will be evaluated with attendance rates
being
both participants and volunteers. Older adults and student volunteers
of
sign up to engage in or teach the activity (i.e. exercise, painting,
can
dance, language, etc.) which will appear on their
woodworking,
If they show up to the service, they will be marked down as
schedules.
obtaining the incentive points. Likewise, they will sign into the
present,
to feedback which business resources are being utilised. This
workspace
will demonstrate whether AGE Pass is pragmatic and
evaluation
for the participating parties. Furthermore, this evaluation will
accessible
if AGE Pass adequately incentivises the participating parties.
determine
analysis will be done to understand how many new classes
Further
are trying and how much their activity levels have increased
participants
the course of using the app (based on a self-reported baseline
over
level upon sign-up). As previously mentioned, incentivising all
activity
to participate is a crucial element that distinguishes AGE Pass in
parties
market. Therefore, assessing whether AGE Pass’ point system is
the
in incentivising participation is essential to the overall success
sufficient
AGE Pass.
of
the most important evaluation tool to ensure long-term
Lastly,
for AGE Pass is assessing whether the service users enjoy
sustainability
service. To do this, the app will provide ratings for each participating
the
For example, if an older adult enjoyed the way the student taught
party.
exercise class, he/she participated in, they could leave a rating of
an
student and the class. Likewise, if the student enjoyed the facilities
that
to teach the exercise class but required a couple more pieces of
used
they can leave a rating for the business as well as comment
equipment,
additional resources. This further incorporates social communication
for
responsibility amongst participating parties, and concurrently
and
added incentive. Moreover, the ratings will determine where
promotes
improvement is required. For example, if a particular business is
quality
rated low then suggestions and assistance to improve their
consistently
can be provided. This adds increased benefit to all parties
workspace
in AGE Pass. Additionally, another way AGE Pass will
participating
if the older adults are satisfied is having a brief quality of life
evaluate
related to their level of community engagement during
questionnaire
initial profile completion. Then after the person has completed 3
their
activities and attended 15 sessions, they will be asked to
different
another questionnaire to address if their perception about
complete
isolation has changed. In doing so, AGE Pass will have essential
social
regarding its level of impact with the consumers and
feedback
As well, the older adults will be able to reflect if AGE Pass
communities.
had a positive influence on their social situation, giving them an
has
increased sense of involvement, satisfaction and achievement.

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