PM100 Innovative Business Idea - AGE Pass
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QUEEN MARGARET UNIVERSITY<br />
<strong>AGE</strong> <strong>Pass</strong><br />
Active Growth and Engagement<br />
An innovative ehealth platform for<br />
socially isolated older adults<br />
17005785, 17006490 & 17004041<br />
<strong>PM100</strong> <strong>Innovative</strong> Physiotherapy Practice<br />
Word Count: 4396
<strong>Business</strong> Opportunity<br />
The<br />
is well known that physical activity in older adults has a protective effect for their cognitive and physical<br />
It<br />
as well as provides opportunity for community engagement. However, Scotland currently has an<br />
functioning,<br />
population with increasing physical, social, and psychological needs that the healthcare system<br />
ageing<br />
completely fulfil. With insufficient resources to provide affordable, accessible, and supportive<br />
cannot<br />
activities for the older adults to participate in, there is a substantial need for further community<br />
recreational<br />
in Scotland. Therefore, our Active Growth and Engagement (<strong>AGE</strong>) <strong>Pass</strong> is essential to promote<br />
programmes<br />
ageing and reduce the overburdened healthcare system.<br />
healthy<br />
Advantage<br />
Competitive<br />
<strong>Pass</strong> is more accessible and supportive than current healthcare programmes as it is an eHealth<br />
<strong>AGE</strong><br />
which has been proven to be successful in supporting ageing populations. Additionally, <strong>AGE</strong><br />
technology,<br />
provides an affordable alternative as it uses a points-reward system to incentivise participation and<br />
<strong>Pass</strong><br />
benefits to the service users, rather than through a monetary system designed for profit.<br />
provide<br />
Market<br />
Target<br />
addition to providing a service for older adults, <strong>AGE</strong> <strong>Pass</strong> also inclusively benefits student volunteers and<br />
In<br />
businesses. This builds an improved social support network, thus providing an integrated<br />
community<br />
where older adults can participate in to reduce loneliness and increase independence, whilst<br />
community<br />
student experiences and providing additional revenue for local businesses.<br />
enhancing<br />
Model<br />
<strong>Business</strong><br />
<strong>Pass</strong> is a subscription-based, social enterprise with the sole pro-social aim to enhance the lives of<br />
<strong>AGE</strong><br />
adults in Scotland. <strong>AGE</strong> <strong>Pass</strong> uses the benefits of intergenerational bonding, rural community<br />
older<br />
easy interaction and access between all parties, and a unique points-reward system to<br />
engagement,<br />
to older adults, student-volunteers and community businesses.<br />
appeal<br />
Strategy<br />
Marketing<br />
<strong>Pass</strong> will use a multi-sectored approach, advertising through social medias, local newspapers and<br />
<strong>AGE</strong><br />
to introduce its eHealth service to the target populations. Additionally, <strong>AGE</strong> <strong>Pass</strong> will partner<br />
word-of-mouth<br />
local business, universities, and NHS programmes to receive a large percentage of service users from a<br />
with<br />
basis.<br />
referral<br />
Analysis<br />
Financial<br />
to its eHealth platform and it services being provided by community business and student volunteers,<br />
Due<br />
<strong>Pass</strong> will have low initial start-up costs. Profits from the service user subscriptions will be cycled back<br />
<strong>AGE</strong><br />
<strong>AGE</strong> <strong>Pass</strong> to increase the quantity, quality, and diversity of the services provided to provide constant<br />
into<br />
to the service users.<br />
benefit<br />
Staff<br />
<strong>Pass</strong> will have management teams to organise technological support, implement marketing strategies,<br />
<strong>AGE</strong><br />
manage cost and profits. Regional coordinators will assist with university recruitment and service<br />
and<br />
support, which is led by student volunteers at local community business.<br />
provision<br />
Plan<br />
Implementation<br />
E X E C U T I V E<br />
S U M M A R Y<br />
<strong>AGE</strong> <strong>Pass</strong> will commence its marketing strategies immediately following proposal acceptance. The eHealth<br />
platforms will be ready for service use one month after proposal acceptance to allow for the app and<br />
website design to be confirmed and to sort out further technologic difficulties should they arise. <strong>AGE</strong> <strong>Pass</strong><br />
will be evaluated directly through the service usage from all participating parties to ensure appropriate<br />
strategies are tailored to the required areas.
and<br />
Background<br />
Opportunity<br />
<strong>Business</strong><br />
Competitive<br />
Advantage<br />
BACKGROUND<br />
healthy and active lifestyle, including regular physical<br />
A<br />
plays an essential role in an individual’s health, wellbeing<br />
activity,<br />
and overall quality of life (Centre for Disease Control<br />
Prevention 2015). There is widespread consensus around<br />
and<br />
scientific evidence supporting physical activity as a tool to<br />
the<br />
physical and cognitive functioning (Scottish Health<br />
improve<br />
2016). Physical activity reduces the risk of over twenty-<br />
Survey<br />
chronic health conditions (i.e. cardiovascular disease,<br />
five<br />
2 diabetes, cancer, obesity, high blood pressure) and<br />
type<br />
psychological well-being (i.e. depression and stress)<br />
improves<br />
Health Survey 2016; Warburton et al. 2006).<br />
(Scottish<br />
physical activity has been related to lower overall<br />
Additionally,<br />
and mortality (Kokkinos 2012) as well as maintaining<br />
morbidity<br />
functioning and functional independence for older<br />
cognitive<br />
(Burns and Murray 2012). However, within the elderly<br />
adults<br />
there is a lack of adherence to physical activity<br />
population,<br />
as only 30% of Scottish adults aged 75 and over meet<br />
levels,<br />
moderate to vigorous physical activity (MVPA) guidelines<br />
the<br />
Health Survey 2016). Moreover, over 50% of older<br />
(Scottish<br />
in Scotland reported that they participate in less than<br />
adults<br />
minutes of moderate or 15 minutes of vigorous physical<br />
30<br />
OUTLINE OF THE<br />
PROPOSAL<br />
Target Market<br />
<strong>Business</strong> Model<br />
Marketing Strategy<br />
Financial Analysis<br />
activity per week (Scottish Health Survey 2016).<br />
Staff<br />
Implementation Plan
Scotland, there is concern<br />
In<br />
the ability of the<br />
regarding<br />
system to meet the<br />
healthcare<br />
demands of the ageing<br />
rising<br />
Within the next<br />
population.<br />
there will be over 2.8<br />
decade,<br />
people in the United<br />
million<br />
over the age of 65 who<br />
Kingdom<br />
require health and social<br />
will<br />
This is due to the increasing<br />
care.<br />
of dementia within<br />
prevalence<br />
ageing population, rising 40%<br />
the<br />
people aged 65-84 with<br />
among<br />
co-morbidities expected to<br />
other<br />
31% (Guzman-Castillo et al.<br />
rise<br />
The National Health<br />
2017).<br />
(NHS) is already an<br />
Services<br />
social care<br />
under-resourced<br />
with limited funding and<br />
system,<br />
to address health<br />
abilities<br />
of the ageing<br />
demands<br />
Additionally, age-<br />
population.<br />
disabilities are predicted<br />
related<br />
increase by 25% (Guzman-<br />
to<br />
et al. 2017), which has<br />
Castillo<br />
implications for the<br />
serious<br />
overburdened NHS. To<br />
already<br />
the increasing health<br />
address<br />
there must be a call to<br />
demands,<br />
on health service planning<br />
action<br />
funding, and older adult<br />
and<br />
ageing needs to occur<br />
successful<br />
prevention outside of the<br />
by<br />
sector, focusing on<br />
healthcare<br />
programmes and<br />
community<br />
to support healthy ageing<br />
services<br />
and Health Care for an<br />
(Health<br />
Population 2013).<br />
Aging<br />
ACTIVITY<br />
PHYSICAL<br />
activity benefits cognitive functioning and<br />
Physical<br />
and musculoskeletal systems. Within the<br />
cardiorespiratory<br />
population, physical activity also leads to an increase<br />
elderly<br />
quality of life and the ability to maintain independence.<br />
in<br />
there have also been efforts by epidemiological<br />
Additionally,<br />
to demonstrate the health benefits of social<br />
investigations<br />
and social support within the elderly population<br />
integration<br />
2017; Seeman et al. 2001). The social environment<br />
(Rellinger<br />
older adults (i.e. group classes) also has an impact on<br />
of<br />
functioning, reducing physiological reactivity and<br />
cognitive<br />
decline (Seeman et al. 2001). More recently, Jones<br />
cognitive<br />
colleagues (2013) examined the role of community<br />
and<br />
in promoting health and well-being for the adult<br />
centres<br />
The study examined activities within the<br />
population.<br />
centres such as cooking, befriending, arts and<br />
community<br />
leisure and exercise. The results of the study<br />
crafts,<br />
the positive changes in self-reported general<br />
demonstrated<br />
physical activity and multiple aspects of well-being:<br />
health,<br />
personal and social (Jones et al. 2013). This study<br />
mental,<br />
the importance of encompassing both physical<br />
highlighted<br />
and leisure classes to benefit the elderly population.<br />
activity<br />
SCOTLANDS<br />
HEALTH
2011, the Scottish Government launched the Reshaping<br />
In<br />
for Older People (RCOP) programme, aiming to<br />
Care<br />
health and social care services to transitions<br />
encourage<br />
a preventative approach for healthy ageing. To help<br />
towards<br />
opportunities for physical, social and mental health,<br />
optimise<br />
to increase the proportion of older adults who<br />
assisting<br />
active, a multi-faceted, multi-sector approach must be<br />
remain<br />
to promote healthy ageing. To address short and long-<br />
utilised<br />
outcomes, multi-purpose organisations, such as<br />
term<br />
centres and recreational facilities, aid in providing<br />
community<br />
for individuals to participate in various physical<br />
opportunities<br />
social activities. Additionally, evidence has demonstrated<br />
and<br />
participating in community-based activities develops a<br />
that<br />
relationship with perceived well-being (Williams et al.<br />
positive<br />
Providing affordable, accessible, appropriate and<br />
2016).<br />
recreational programmes, within the community,<br />
supportive<br />
elderly population engagement is crucial for<br />
targeting<br />
successful ageing (Stewart et al. 1997). Community<br />
optimising<br />
recreation centres provide opportunities for individuals of<br />
and<br />
ages to participate in various physical and social activities<br />
all<br />
creating an environment, which allows the opportunity to<br />
by<br />
health behaviour change among older adults (Jones<br />
promote<br />
al. 2013; Stewart et al. 1997; Wallace et al. 1998). Although<br />
et<br />
resources are available for the elderly population, there<br />
these<br />
still barriers that are preventing older adults from<br />
are<br />
Justine and colleagues (2013) identified<br />
participating.<br />
external barriers among older adults having: ‘not<br />
common<br />
time’, ‘no one to exercise with’ and ‘lack of facilities<br />
enough<br />
services in rural areas’. Additionally, older adults<br />
and<br />
their internal barriers being: ‘lack of motivation’,<br />
described<br />
tired’ and ‘already active enough’ (Justine et al. 2013). To<br />
‘too<br />
these barriers for physical activity and social<br />
overcome<br />
recreational facilities and programmes need to<br />
integration,<br />
opportunities for social support, education, skills<br />
provide<br />
for health-promotion activities and healthy ageing<br />
necessary<br />
et al. 2013).<br />
(Jones
there are over 850,000<br />
Currently,<br />
within the United Kingdom<br />
people<br />
with dementia (Dementia UK<br />
living<br />
Evidence from<br />
2018).<br />
studies has<br />
intergenerational<br />
that engaging all<br />
demonstrated<br />
within an activities<br />
generations<br />
provided significant health<br />
class<br />
for those involved (British<br />
benefits<br />
Cross 2016). To combat<br />
Red<br />
and loneliness, there has<br />
isolation<br />
an increased interest in<br />
been<br />
activities to<br />
multi-generational<br />
older adults. Growing<br />
engage<br />
does not mean that older<br />
older<br />
lose interest in certain<br />
adults<br />
they enjoyed<br />
activities<br />
in previously as a<br />
participating<br />
or early adult years. Many of<br />
child<br />
activities can help stimulate<br />
these<br />
and meaningful memories,<br />
strong<br />
independence and<br />
maintain<br />
the risk of health<br />
prevent<br />
Additionally, some<br />
deterioration.<br />
adults might be looking to<br />
older<br />
new opportunities,<br />
experience<br />
can be aided by younger<br />
which<br />
to assist the older<br />
participants<br />
Students have also<br />
adults.<br />
positive benefits<br />
demonstrated<br />
intergenerational classes, as<br />
from<br />
develop communication<br />
they<br />
leadership experiences,<br />
skills,<br />
social norms and<br />
overcome<br />
while creating positive<br />
obstacles,<br />
with older adults<br />
relationships<br />
the purpose of this proposal will be to<br />
Therefore,<br />
an Active Growth and Engagement<br />
develop<br />
<strong>Pass</strong> for older adults. By providing a<br />
(<strong>AGE</strong>)<br />
for affordable, accessible and<br />
resource<br />
multi-generational programmes, it will<br />
supportive<br />
the older adults the opportunity to<br />
provide<br />
in physical activity and leisure<br />
participate<br />
maintain functional independence,<br />
classes,<br />
loneliness and create positive<br />
prevent<br />
relationships.<br />
DEMENTIA<br />
PREVALENCE<br />
PURPOSE OF <strong>AGE</strong> PASS<br />
(Knapp and Stubblefield 2010).
DESCRIPTION OF <strong>AGE</strong> PASS<br />
<strong>AGE</strong> <strong>Pass</strong> is a social enterprise eHealth platform for older adults, focused on<br />
empowering an ageing population through creative and fun activities, led by skilled<br />
youth and students from the community. The Scottish government (2017) determined<br />
that seniors aged 60-74 and 75+ had a 26% and 20% increase in Internet usage since<br />
2008, being the highest growing sectors for digital technology participation.<br />
Additionally, Philip and colleagues (2016) determined that eHealth technologies<br />
support successful ageing for older adults in rural areas. The older adults were<br />
receptive to the eHealth devices, as they enhanced the opportunity for social<br />
connections, however the researchers determined that eHealth should not replace inperson<br />
engagement (Philip et al. 2016).<br />
<strong>AGE</strong> <strong>Pass</strong> is a subscription-based service that allows seniors to access a variety<br />
of activities around their community. Skilled student volunteers, who are<br />
completing required volunteer hours for courses and gaining career-focused<br />
experiences, will lead activities for the seniors. The app allows students to offer<br />
their services and seniors to sign up for classes. The activity locations will be<br />
provided by local businesses and community centres, allowing for a wide-range<br />
of classes and opportunities. Age <strong>Pass</strong> incentivises participation of all parties<br />
through a rewards-based system:<br />
SENIOR RECEIVE AWARDS FOR ATTENDING CLASSES AND TRYING NEW CLASSES<br />
STUDENT RECEIVE REWARDS FOR CONTRIBUTING VOLUNTEER HOURS<br />
BUSINESSES GAIN REWARDS BY PROVIDING THEIR SPACE.
U T I L I S A T I O N O F T H E<br />
R E W A R D S Y S T E M<br />
STUDENTS CAN USE REWARDS POINTS<br />
TOWARDS IN-APP OR IN-STORE PURCHASES<br />
FROM PARTICIPATING LOCAL BUSINESSES<br />
(WHO IN EXCHANGE ARE RECEIVING FREE<br />
ADVERTISING TO THEIR TARGET AUDIENCES).<br />
THESE REWARDS WOULD INCLUDE THINGS LIKE<br />
A FREE MUFFIN WITH A PURCHASE OF A DRINK<br />
AT A LOCAL CAFÉ.<br />
SENIORS CAN USE REWARD POINTS TO REDUCE<br />
THE COST OF THEIR QUARTERLY MEMBERSHIP IF<br />
THEY ATTEND MORE THAN 5 CLASSES OF<br />
MONTH THEIR FEE WILL BE DROPPED 50% (£10<br />
TO £5)<br />
BUSINESSES USE REWARD POINTS TOWARDS<br />
MARKETING SCHEMES IN THE APP, WHICH CAN<br />
BE TARGETED TO BOTH STUDENT VOLUNTEERS<br />
AND OLDER ADULTS.
usiness structures, such as service re-development, charity, sole proprietorship, or social<br />
Several<br />
could be utilised when developing <strong>AGE</strong> <strong>Pass</strong> (refer to Figure 1). Service re-development or<br />
enterprise,<br />
investigates the internal organisational structure of a business and identifies issues requiring<br />
redesign<br />
based on the consumers’ changing needs (Kindstrom 2010). This type of business structure<br />
change,<br />
solely on solutions for needs rather than introducing new services as competitors into the<br />
focuses<br />
which improves customer fulfilment and satisfaction as well as negates price and profit<br />
market,<br />
between businesses (Tukker and Tischner 2017). Nevertheless, Reijers and Mansar (2005)<br />
competitions<br />
that focusing internally on pre-existing services, service re-development models could be<br />
determined<br />
time-consuming and difficult to implement new practice within pre-existing frameworks. Therefore,<br />
very<br />
service re-development structure for <strong>AGE</strong> <strong>Pass</strong> would prove to be significantly difficult to redesign<br />
a<br />
NHS community programmes, due to the fact there will be multiple environments explored and<br />
current<br />
involvement.<br />
intergenerational<br />
contrast, non-profit organisations, such as charities or social enterprises, exist due to government<br />
In<br />
being unable to provide certain services (Dart 2004), avoiding the difficulties of attempting to<br />
markets<br />
frameworks already established. Additionally, sole proprietorships also involve more freedom<br />
redesign<br />
design and decision-making (Burns 2016). For this reason, both of the aforementioned business<br />
in<br />
could suit <strong>AGE</strong> <strong>Pass</strong> more appropriately than a service re-development model. However,<br />
structures<br />
enterprise and sole proprietorship structures are typically functional alternatives to purely<br />
social<br />
models because they are not as restricted with resources and funding (Dees et al. 2001).<br />
philanthropic<br />
Dees (2003) argued that income-focused businesses, such as sole proprietorships, will<br />
Furthermore,<br />
have reduced social impacts and often become less innovative due to markets’ competitive<br />
likely<br />
and severe liabilities taken with such businesses. Similarly, Dart (2004) expressed that<br />
environments<br />
enterprises are a tactically better choice for pro-social businesses. Thus, <strong>AGE</strong> <strong>Pass</strong> most suitably<br />
social<br />
into a social enterprise business structure because their mission is focused on being a significant<br />
fits<br />
influence for older adults, providing the consumers an innovative service with the sole intentions<br />
social<br />
enhancing their health and well-being.<br />
of<br />
conceptual diagram<br />
A<br />
the decision-making<br />
showing<br />
for choosing an<br />
process<br />
business model<br />
appropriate<br />
B U S I N E S S<br />
S T R U C T U R E<br />
for <strong>AGE</strong> <strong>Pass</strong>.
<strong>AGE</strong> <strong>Pass</strong> to be successful, its<br />
For<br />
must stand out from<br />
design<br />
practices, targeting social<br />
current<br />
and reduced physical<br />
isolation<br />
levels in an older adult<br />
activity<br />
First and foremost,<br />
population.<br />
<strong>Pass</strong> needs an appropriate<br />
<strong>AGE</strong><br />
structure to ensure a<br />
business<br />
and pragmatic<br />
feasible<br />
into practice.<br />
integration<br />
there are key<br />
Additionally,<br />
that must be integrated<br />
elements<br />
the design that current<br />
within<br />
do not offer (Teece<br />
services<br />
Implementing new<br />
2010).<br />
has to be beneficial for<br />
elements<br />
of the population and<br />
majority<br />
has to be a consensus that<br />
there<br />
is a need for change. After<br />
there<br />
investigation of current<br />
an<br />
being offered to <strong>AGE</strong><br />
services<br />
target population, it was<br />
<strong>Pass</strong>’<br />
that <strong>AGE</strong> <strong>Pass</strong> will<br />
determined<br />
key elements that<br />
encompass<br />
not been the focus of<br />
have<br />
for previous business<br />
attention<br />
<strong>AGE</strong> <strong>Pass</strong>’ approach will<br />
models.<br />
four key elements: target<br />
include<br />
populations, have an<br />
rural<br />
points-reward<br />
incentivising<br />
intergenerational<br />
system,<br />
and an all-in-one, easily<br />
bonding,<br />
you know?<br />
Did<br />
recent years, technologies have been introduced to rural<br />
In<br />
areas that have shown to be beneficial for older<br />
healthcare<br />
(Currie et al. 2015). Additionally, Stockdale (2002)<br />
adults<br />
that younger populations in Scotland are likely to<br />
recognised<br />
rural areas, which affects the social network of these rural<br />
leave<br />
Thus, another reason why <strong>AGE</strong> <strong>Pass</strong> is targeting<br />
communities.<br />
Scotland is to promote younger adults to engage in<br />
rural<br />
activities that will support intergenerational social<br />
community<br />
TARGETED<br />
RURALLY<br />
first aim that <strong>AGE</strong> <strong>Pass</strong> seeks to accomplish is to fill the gap<br />
The<br />
current services, by targeting rural populations, who have<br />
of<br />
opportunities for social engagement due to accessibility<br />
fewer<br />
Currently, there exists a plethora of community<br />
limitations.<br />
(refer to Table 1) in Scotland’s urban areas (i.e. City of<br />
services<br />
Council), which are funded by the local councils,<br />
Edinburgh<br />
reasonably priced and diverse services for older adults<br />
providing<br />
partake in. Conversely, social exclusion is often more prevalent<br />
to<br />
difficult to address in more rural areas (Pierson 2010) which<br />
and<br />
current services disregard. Therefore, <strong>AGE</strong> <strong>Pass</strong> initiates<br />
the<br />
of social inclusion services in rural areas of Scotland by<br />
provision<br />
businesses, universities, and older adults together in a<br />
linking<br />
service, which avoids the reliance on publicly funded<br />
combined<br />
services. <strong>AGE</strong> <strong>Pass</strong> will capitalise on under-utilised<br />
community<br />
within the community, by utilising open business or<br />
locations<br />
DISCUSSION: THE<br />
SUCCESS OF <strong>AGE</strong> PASS<br />
inclusion throughout these areas.<br />
school spaces for a variety of activities in off-peak times.<br />
accessible platform.
1. Table<br />
OF URBAN COMMUNITY SERVICES OFFERED IN<br />
EXAMPLES<br />
T Y P E S O F C L A S S E S , L O C A T I O N S ,<br />
A N D C O S T S O F C O M M U N I T Y<br />
S E R V I C E S<br />
EDINBURGH, SCOTLAND FOR OLDER ADULTS<br />
50<br />
40<br />
30<br />
20<br />
10<br />
0<br />
Edinburgh Yoga<br />
Bingo<br />
Drawing/Art<br />
Dance<br />
OTAGO Class<br />
Music Lessons
onding<br />
Intergenerational<br />
both young and older<br />
enables<br />
to socially befriend<br />
populations<br />
other, which has shown<br />
each<br />
for all parties (British Red<br />
benefits<br />
2016). By integrating<br />
Cross<br />
from multiple<br />
participation<br />
<strong>AGE</strong> <strong>Pass</strong>’ second<br />
generations,<br />
business design will be<br />
key<br />
around the importance<br />
focused<br />
intergenerational participation,<br />
of<br />
opportunities for social<br />
providing<br />
and friendship. More<br />
engagement<br />
Knapp and<br />
specifically,<br />
(2010) determined<br />
Stubblefield<br />
student populations also<br />
that<br />
benefit from<br />
significantly<br />
in activities with older<br />
engaging<br />
Nevertheless, to the<br />
adults.<br />
knowledge, current<br />
researchers’<br />
and services for<br />
programmes<br />
adults in rural areas of<br />
older<br />
(i.e. Highlands, Dumfries<br />
Scotland<br />
Galloway, Borders, Fife), do<br />
and<br />
directly engage students with<br />
not<br />
adults (Age Scotland 2018).<br />
older<br />
these resources available,<br />
Having<br />
the importance for the<br />
reiterates<br />
of <strong>AGE</strong> <strong>Pass</strong> to include<br />
design<br />
bonding,<br />
intergenerational<br />
between students and<br />
particularly<br />
adults, attempting to fill the<br />
older<br />
of current services and<br />
gap<br />
a beneficial alternative<br />
introduce<br />
INCENTIVE<br />
INCREASED<br />
third key focal point of <strong>AGE</strong> <strong>Pass</strong> is to offer a system to<br />
The<br />
all parties: older adults, universities and students, and<br />
incentivise<br />
businesses (i.e. leisure centres, recreational facilities<br />
community<br />
private businesses). The incentivisation to participate in<br />
and<br />
inclusion opportunities is crucial for <strong>AGE</strong> <strong>Pass</strong>’ distinction<br />
social<br />
current services, as well as to link the two aforementioned<br />
from<br />
For example, Age Scotland (2018) hosts projects,<br />
objectives.<br />
involve befriending between generations in addition to<br />
which<br />
rural community services. However, these projects lack<br />
several<br />
incentives and are purely volunteer-based, both for<br />
enrolment<br />
volunteers providing the services and the older adults wishing<br />
the<br />
participate. In contrast, <strong>AGE</strong> <strong>Pass</strong> incorporates a point system<br />
to<br />
2) whereby participating parties are rewarded in return<br />
(Figure<br />
their level of engagement. Appropriate incentives, including<br />
for<br />
bonding (Warburton et al. 2007), have been<br />
intergenerational<br />
and proven to be significantly important to older<br />
researched<br />
participation (Cornell et al. 1988). Therefore, this feature<br />
adults’<br />
help create an online community that incentivises older<br />
will<br />
student volunteers, and local businesses to partake in<br />
adults,<br />
points for volunteering to teach<br />
Gain<br />
older adults<br />
skill/help<br />
towards purchasing<br />
Points<br />
at businesses and<br />
products/services<br />
volunteer hours for<br />
certified<br />
course<br />
academic<br />
points for good attendance<br />
Gain<br />
rates<br />
points for building a complete<br />
Gain<br />
and making connections to<br />
profile<br />
users and volunteers<br />
other<br />
points for trying new activities<br />
Gain<br />
go towards receiving money<br />
•Points<br />
from <strong>AGE</strong> <strong>Pass</strong> membership<br />
back<br />
points for offering workspace<br />
Gain<br />
students and older adults to use<br />
for<br />
go towards free<br />
Points<br />
on <strong>AGE</strong> <strong>Pass</strong> app<br />
advertisements<br />
throughout universities or other<br />
and<br />
signed up to <strong>AGE</strong> <strong>Pass</strong><br />
businesses<br />
INTERGENERATIONAL<br />
ENG<strong>AGE</strong>MENT<br />
communal activities more than the current services provided.<br />
to improving social inclusion.
fourth and final key element of <strong>AGE</strong> <strong>Pass</strong> is its ability to connect<br />
The<br />
volunteers, businesses offering workspaces, and<br />
student<br />
older adults all in one, simple application platform.<br />
participating<br />
offered by the City of Edinburgh Council (2017) and Age<br />
Services<br />
(2018) are marketed to participants through online or<br />
Scotland<br />
listings which outline many programmes and services<br />
print-based<br />
to reach out to an ageing population. However, they have<br />
available<br />
components that do not address the needs of the service users.<br />
two<br />
both organisations require the participating individual to<br />
Firstly,<br />
contact the services, which may be difficult for<br />
independently<br />
isolated individuals (Nicholson 2012). Secondly, they fail to<br />
socially<br />
a social support system to connect isolated individuals,<br />
promote<br />
promotes further isolation (Cacioppo and Hawkley 2009). In<br />
which<br />
our solution, <strong>AGE</strong> <strong>Pass</strong>, uses a simple application, which<br />
distinction,<br />
the student volunteers and older adults, as well as older<br />
connects<br />
to each other when they create their personal profiles. This<br />
adults<br />
a social support network aimed at increasing adherence and<br />
builds<br />
of its users through their ability to interact, communicate<br />
motivation<br />
<strong>AGE</strong> <strong>Pass</strong>, being an eHealth-based platform, will allow<br />
Additionally,<br />
to be easily accessed by service users. Key design features of the<br />
it<br />
will include scheduling, notification reminders, profiles of<br />
app<br />
description of classes and class recommendations<br />
instructors,<br />
on their inputted likes or dislikes. Thus, this allows <strong>AGE</strong> <strong>Pass</strong><br />
based<br />
keep in contact with service users and ensure they stay engaged<br />
to<br />
their goals and involved with the service. <strong>AGE</strong> <strong>Pass</strong> will help<br />
with<br />
businesses, volunteers and classes to service users, helping<br />
connect<br />
a more integrated community where older individuals can feel<br />
build<br />
and thrive.<br />
safe<br />
EASILY ACCESSIBLE<br />
PLATFORM<br />
and invite those they meet at classes.
<strong>AGE</strong> <strong>Pass</strong> will require an initial investment in the development of the <strong>AGE</strong> <strong>Pass</strong><br />
Building<br />
technology platform, marketing and partnership development.<br />
eHealth<br />
R E S O U R C E S R E Q U I R E D<br />
F O R A G E P A S S<br />
Start-up Resources<br />
Technology -Building the platform<br />
<strong>AGE</strong> <strong>Pass</strong> will have both a website and a mobile or tablet based application that<br />
will serve as the main platform for volunteers, participants and businesses.<br />
Building the website and app will require the expertise of a software developer,<br />
user experience designer, and mobile app designer. In order to build out the first<br />
version of the app, <strong>AGE</strong> <strong>Pass</strong> will outsource the design and development of the<br />
app to a reputable mobile app development firm that brings a strong trackrecord<br />
and the right combination of skillsets to build the back-end and front-end<br />
functionality required. Given the importance of having a well-designed, userfriendly<br />
platform and the complexity of the back-end database functionality<br />
required for the app, the best option is to outsource this development to a team<br />
of experts.
to public launch of <strong>AGE</strong> <strong>Pass</strong>, it will be essential to sign up a sufficient number of<br />
Prior<br />
and businesses to support any participants who sign up to the app when it is<br />
volunteers<br />
publicly available. Outreach efforts for volunteers will be targeted to 2-3 postsecondary<br />
made<br />
campuses in the initial start-up region. The team will aim to identify professors or<br />
who recognise the value of the offering to students and will serve as<br />
administrators<br />
on campus to recruit students and lightly monitor their engagement with <strong>AGE</strong><br />
champions<br />
These professors would be encouraged to include <strong>AGE</strong> <strong>Pass</strong> volunteering as a course<br />
<strong>Pass</strong>.<br />
to ensure commitment of the initial volunteers signing up. For launch, it is<br />
requirement<br />
that most business outreach will require developing personal relationships with a<br />
expected<br />
group of small-business owners and community centres that believe in the offering<br />
select<br />
are committed to supporting the community. The businesses, with aligned values, will be<br />
and<br />
willing to engage pre-start-up before <strong>AGE</strong> <strong>Pass</strong> has built much traction or brand<br />
more<br />
Since offering to businesses is brand advertising, it will be important that initial<br />
recognition.<br />
signed on are willing to be patient as the number of participants and volunteers<br />
businesses<br />
a successful launch of <strong>AGE</strong> <strong>Pass</strong> will require spreading the word about the new<br />
Finally,<br />
to the target participant population, seniors in the selected start-up region. To<br />
offering<br />
this, advertising to NHS Services, local businesses and local newspapers will<br />
accomplish<br />
as the main avenue for <strong>AGE</strong> <strong>Pass</strong> to embed themselves within the community and<br />
serve<br />
contact with this population. To build a skilled team, <strong>AGE</strong> <strong>Pass</strong> will look to partner with<br />
make<br />
and colleges to build a presence on campus through job and volunteer fairs<br />
universities<br />
<strong>AGE</strong> <strong>Pass</strong> can advertise their service and students can learn how to be a part of <strong>AGE</strong><br />
where<br />
Due to the high amount of the targeted population using a variety of NHS services,<br />
<strong>Pass</strong>.<br />
will serve as the main marketing point for <strong>AGE</strong> <strong>Pass</strong> services. Through, brochures,<br />
they<br />
leaflets and speaking opportunities at local hospitals and clinics <strong>AGE</strong> <strong>Pass</strong> will<br />
information<br />
to spread its name to get local allied health professionals (AHP) to believe in its vision.<br />
look<br />
multi-sectored approach to marketing <strong>AGE</strong> <strong>Pass</strong> will aim to make it a familiar name<br />
This<br />
businesses, which are a part of the <strong>AGE</strong> <strong>Pass</strong> network, are an additional marketing<br />
Local<br />
<strong>Business</strong>es will be provided with window stickers and other <strong>AGE</strong> <strong>Pass</strong> marketing<br />
platform.<br />
which they can promote at their business location. This not only helps <strong>AGE</strong> <strong>Pass</strong>,<br />
materials,<br />
also benefits the businesses, which will be seen as supporters of their ageing community<br />
but<br />
R E S O U R C E S R E Q U I R E D<br />
F O R A G E P A S S<br />
Outreach and Partnership Development<br />
on the platform grows before they see a real return for their participation.<br />
Marketing<br />
rooted in all areas of the community.<br />
and good corporate citizens.
from the management team, <strong>AGE</strong> <strong>Pass</strong>’ success will depend largely on the skills and ability of<br />
Aside<br />
volunteers. <strong>AGE</strong> <strong>Pass</strong> will use a volunteer based model to recruit skilled student instructors to<br />
its<br />
classes for senior citizens. Students from universities and colleges within the city and<br />
facilitate<br />
counties can use Skillshare as their platform to complete volunteer or placement<br />
surrounding<br />
Volunteers will apply with regional coordinators outlining the skill they possess and<br />
requirements.<br />
to teach others.<br />
wish<br />
Team<br />
Management<br />
and develop into new communities, building new partnerships with local business, NHS<br />
Research<br />
and post-secondary institutions, accounting and finance, marketing and strategy development<br />
services<br />
to Board of Directors<br />
Reports<br />
Support<br />
Technology<br />
smooth operation of the online platform, support any technical issues that arise and implement<br />
Ensure<br />
to the expanding platform<br />
changes<br />
to Management Team<br />
Reports<br />
Coordinator<br />
Regional<br />
and on-boarding of volunteers, background check and certificate verification, scheduling of<br />
Recruiting<br />
in the upcoming season and back-up in case of volunteer no-show<br />
classes<br />
to Management Team<br />
Reports<br />
Volunteer<br />
attendance through <strong>AGE</strong> <strong>Pass</strong> app, facilitating activity/experience for participants, completing<br />
Taking<br />
on each activity delivered and documentation of delivery through photographic evidence<br />
reporting<br />
to Regional Coordinator<br />
Reports<br />
O N G O I N G O P E R A T I O N A L<br />
R E S O U R C E S<br />
Staffing Model<br />
Roles and Responsibilities
the large range of activities<br />
Given<br />
offered to participants,<br />
being<br />
needs will vary<br />
equipment<br />
<strong>AGE</strong> <strong>Pass</strong> will set-up<br />
significantly.<br />
‘warehouses’ (potentially<br />
regional<br />
depending on the size of<br />
multiple,<br />
region and volume of<br />
the<br />
and participants) to<br />
volunteers<br />
equipment necessary for<br />
house<br />
in convenient locations<br />
activities<br />
on the volunteers signed<br />
based<br />
For example, <strong>AGE</strong> <strong>Pass</strong> may<br />
up.<br />
a space on a university<br />
rent<br />
to store equipment.<br />
campus<br />
will be signed in and<br />
Equipment<br />
by volunteers. In cases where<br />
out<br />
is too large to be<br />
equipment<br />
by participants to the<br />
carried<br />
<strong>AGE</strong> <strong>Pass</strong> regional<br />
activity,<br />
will ensure<br />
coordinators<br />
is delivered to and<br />
equipment<br />
up from the delivery<br />
picked<br />
EQUIPMENT<br />
FACILITIES<br />
<strong>AGE</strong> <strong>Pass</strong> headquarters will be centrallybased<br />
in Edinburgh. This office will be used<br />
location.<br />
for management activities and trainings as<br />
required. Delivery of the <strong>AGE</strong> <strong>Pass</strong> activities<br />
will take place at a variety of premises<br />
across the regions where <strong>AGE</strong> <strong>Pass</strong> operates.<br />
These will be provided in-kind (in exchange<br />
for advertising) by small businesses,<br />
community centres, schools etc. during their<br />
off-peak hours. These facilities will be<br />
matched to activities which are appropriate<br />
for the environment for example, a knitting<br />
class can be delivered at a local café<br />
whereas an exercise class could be delivered<br />
in a school gym after school hours.
R I S K M I T I G A T I O N
<strong>AGE</strong> <strong>Pass</strong> will be<br />
Evaluating<br />
considering it is an eHealth<br />
reliable<br />
platform, which<br />
business<br />
generates significant<br />
automatically<br />
of data. Information<br />
amounts<br />
by the app will be<br />
generated<br />
by the management team<br />
analysed<br />
evaluate whether <strong>AGE</strong> <strong>Pass</strong> has<br />
to<br />
successful in its initial<br />
been<br />
Three primary<br />
implementation.<br />
of feedback are crucial<br />
outcomes<br />
determine <strong>AGE</strong> <strong>Pass</strong>’ success, as<br />
to<br />
as regulate the areas to focus<br />
well<br />
improvement efforts:<br />
quality<br />
Are there enough people,<br />
1)<br />
students, businesses, and<br />
including<br />
adults, signed up for <strong>AGE</strong><br />
older<br />
<strong>Pass</strong>?<br />
Is <strong>AGE</strong> <strong>Pass</strong> being used to an<br />
2)<br />
amount?<br />
appropriate<br />
Are the consumers, in<br />
3)<br />
the older adults,<br />
particular<br />
first evaluation of whether there are enough<br />
The<br />
signed up is quite simple. When a person signs<br />
people<br />
to <strong>AGE</strong> <strong>Pass</strong>, they will fill in profile information,<br />
up<br />
will distinguish them into one of the three<br />
which<br />
older adult, student volunteer, or a<br />
categories:<br />
offering their allocated resources. The<br />
business<br />
of participants in each category will be<br />
number<br />
within the application, providing feedback<br />
accessible<br />
to how many participants are involved in <strong>AGE</strong> <strong>Pass</strong>.<br />
as<br />
will demonstrate whether our marketing<br />
This<br />
for <strong>AGE</strong> <strong>Pass</strong> have been successful, or<br />
strategies<br />
where marketing efforts need to be more<br />
perhaps<br />
(i.e. increase marketing around universities if<br />
focused<br />
are fewer students signed up). Additionally,<br />
there<br />
numbers will demonstrate whether the idea of<br />
these<br />
<strong>Pass</strong> is considered valuable in the consumers’<br />
<strong>AGE</strong><br />
For example, if many older adults enrol,<br />
perspective.<br />
signifies that they desire to participate in more<br />
this<br />
and that a deficiency in the market exists.<br />
activities<br />
available data on all three categories is<br />
Having<br />
because even though <strong>AGE</strong> <strong>Pass</strong> is designed<br />
important<br />
older adults, it ultimately cannot be successful<br />
for<br />
student volunteers and businesses<br />
without<br />
participating.<br />
simultaneously<br />
EVALUATION OF <strong>AGE</strong><br />
PASS<br />
satisfied with <strong>AGE</strong> <strong>Pass</strong>?
evaluating whether <strong>AGE</strong> <strong>Pass</strong> has reached a satisfactory amount of<br />
After<br />
population, the next method of evaluation is to assess if <strong>AGE</strong> <strong>Pass</strong> is<br />
the<br />
utilised appropriately. This will be evaluated with attendance rates<br />
being<br />
both participants and volunteers. Older adults and student volunteers<br />
of<br />
sign up to engage in or teach the activity (i.e. exercise, painting,<br />
can<br />
dance, language, etc.) which will appear on their<br />
woodworking,<br />
If they show up to the service, they will be marked down as<br />
schedules.<br />
obtaining the incentive points. Likewise, they will sign into the<br />
present,<br />
to feedback which business resources are being utilised. This<br />
workspace<br />
will demonstrate whether <strong>AGE</strong> <strong>Pass</strong> is pragmatic and<br />
evaluation<br />
for the participating parties. Furthermore, this evaluation will<br />
accessible<br />
if <strong>AGE</strong> <strong>Pass</strong> adequately incentivises the participating parties.<br />
determine<br />
analysis will be done to understand how many new classes<br />
Further<br />
are trying and how much their activity levels have increased<br />
participants<br />
the course of using the app (based on a self-reported baseline<br />
over<br />
level upon sign-up). As previously mentioned, incentivising all<br />
activity<br />
to participate is a crucial element that distinguishes <strong>AGE</strong> <strong>Pass</strong> in<br />
parties<br />
market. Therefore, assessing whether <strong>AGE</strong> <strong>Pass</strong>’ point system is<br />
the<br />
in incentivising participation is essential to the overall success<br />
sufficient<br />
<strong>AGE</strong> <strong>Pass</strong>.<br />
of<br />
the most important evaluation tool to ensure long-term<br />
Lastly,<br />
for <strong>AGE</strong> <strong>Pass</strong> is assessing whether the service users enjoy<br />
sustainability<br />
service. To do this, the app will provide ratings for each participating<br />
the<br />
For example, if an older adult enjoyed the way the student taught<br />
party.<br />
exercise class, he/she participated in, they could leave a rating of<br />
an<br />
student and the class. Likewise, if the student enjoyed the facilities<br />
that<br />
to teach the exercise class but required a couple more pieces of<br />
used<br />
they can leave a rating for the business as well as comment<br />
equipment,<br />
additional resources. This further incorporates social communication<br />
for<br />
responsibility amongst participating parties, and concurrently<br />
and<br />
added incentive. Moreover, the ratings will determine where<br />
promotes<br />
improvement is required. For example, if a particular business is<br />
quality<br />
rated low then suggestions and assistance to improve their<br />
consistently<br />
can be provided. This adds increased benefit to all parties<br />
workspace<br />
in <strong>AGE</strong> <strong>Pass</strong>. Additionally, another way <strong>AGE</strong> <strong>Pass</strong> will<br />
participating<br />
if the older adults are satisfied is having a brief quality of life<br />
evaluate<br />
related to their level of community engagement during<br />
questionnaire<br />
initial profile completion. Then after the person has completed 3<br />
their<br />
activities and attended 15 sessions, they will be asked to<br />
different<br />
another questionnaire to address if their perception about<br />
complete<br />
isolation has changed. In doing so, <strong>AGE</strong> <strong>Pass</strong> will have essential<br />
social<br />
regarding its level of impact with the consumers and<br />
feedback<br />
As well, the older adults will be able to reflect if <strong>AGE</strong> <strong>Pass</strong><br />
communities.<br />
had a positive influence on their social situation, giving them an<br />
has<br />
increased sense of involvement, satisfaction and achievement.
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