Too often, social media is considered like a simple tool designed for young people to connect and entertain themselves. However, figures systematically prove us the contrary. Did you know that more than one third of US seniors regularly use social media networks? These kinds of statistics never stop increasing and will become more important in light of the demographic trends: from now until 2050, the population aged over 60 will double. Is it not the right time to meet their specific needs, especially in term of social media usage? 2ndYouth will be the first social media network entirely dedicated to seniors and the retired community. Our objective will be to give them a tool enabling them to meet other seniors during local activities that they have selected or created themselves. Museum, theatre, sport, concert, the goal is to offer activities linked with our target features: open-minded, urban, wealthy and wanting to enjoy the rest of their life with cultural activities rather than watch TV all day. Nevertheless for all activities 2ndYouth will offer cheaper prices that we have negotiated beforehand with the largest organizations (AARP, the American Alliance of museums…). In exchange for the significant visitor growth, 2ndYouth will collect a 10% commission per ticket sold. Initially launched in Chicago, our social media network will be available shortly afterwards in all United States on desktops, smartphones and tablets. We have an initial cost of $175,000; the app should bring us more than $650,000 profit for the third years and we expect 2ndYouth to exceed 1 million subscribers by then. The main danger for our development is probably Meetup.com, actual leader for local community meets. Indeed, features are pretty much the same, however seniors are also in need of a simple and personalized service for their community, that Meetup.com doesn’t offer. 2ndYouth is truly convinced that the present senior community now has nothing to do with their parents or grandparents. We want to bring our experience and social media expertise in order to offer them a service that will transform their life of retirement into a real second youth.

1. x
StudentProject-M2BrandStrategyRomainJouffriault-February2015

2. Create a social media network entirely dedicated
for senior community
Too often, social media is considered like a
simple tool designed for young people to connect
and entertain themselves. However, figures
systematically prove us the contrary. Did you
know that more than one third of US seniors
regularly use social media networks?
The idea
”
“

3. Between 2013 and 2050, the seniors population is going to increase
substantially (+83%), it will represent 29% of the US population
million seniors63
20%
In the US in 2013 In the US in 2050
million seniors120
29%
More and more seniors

4. of seniors say there are confident about
maintaining a high quality of life86%
The typical Boomer feels nine years younger
than his or her chronological age
Americans living longe and being more active in their later years
than their parents. Indeed With the advances in medicine, they can feel
younger longer and consequently imagine retirement like a second life
A new philosophy of life
”
“

5. In 2013, 59% of seniors use regularly the Internet. Once seniors are
online, it becomes a regular part of their life:
go online
every day
71% go online at
least weekly
82%
2016?2015? 2017? 2018?
Seniors & Internet
use social
media app
46%

9. Now available on your smartphone, tablet and iWatch

11. Seniors
residences
You don’t have to
organize any event
Lot of different
activities
End life ”people”
Prices ($3000/
month)
Local
associations
Same hobbies,
origin and political
orientation…
It’s easier to get
acquainted
Harder to discover
new activities
Difficult to organize
event without tools
Actual friends
Community
websites
You already know them
and their personality
You have a good
feeling
When you’re older you
don’t have lot of friends
Difficult to organize
event without tools
You have the tools
to organize event
You can find easily
different kind of
activities
Not user friendly
It’s not dedicated for
seniors people
meetup.com
2ndYouth competitors

12. Senior (65+)
Urban people
Married with
grandchildren
Wealthy
Hobbies
Internet userOpen minded Cultural activities
Retired College degree
Demographics
2ndYouth target

13. 64 million
seniors
seniors
=
17.6
million
Social media users
Most seniors who use social media have pretty much the
same profile than our target, that’s why our potential
customers are 17 664 000
How many are they?

14. 1. Word of mouth 2. Online advertising
4. Social Media strategy
1. Create :
An important fan base
Brand awareness
A community
Loyalty
3. Diversify
The goal is to speak
about another topic
rather than our website
2. Demonstrate
Instagram prove with
pictures of our users
that have a great time
3. Press relations
How we will reach seniors

15. Example - Facebook Ads

16. 1. Create
new events
We are going
to create our
attractive events
in order to show
a positive and
dynamic image
during the
recruitment
process
2. Reward
members
There will be
different badges
for the future
participants:
more your
participate, more
you have a
higher level
badge
3. Create
new features
When you create
regularly
updates with
new features,
you give the
impression that
the company try
to improve their
performances
4. Organize
meetings
Create a
physical annual
meeting with all
community
allows us to
strengthen our
community spirit
and recruit new
members
How we will retain users

17. Communication
Manager
Social Media
Manager
IT Specialist
Website
Moderator
The staff will evolve in terms of the company development,
however at the beginning we need suppliers: Digital agency
and Press Relation freelance
Romain Jouffriault
2ndYouth team

18. 1 ticket= $10 10% commission $1 revenue
Paid
1 free activity = 1 credit 1 credit = $1
5 credits = $5
12 credits = $10
How to make money
Museum, theatre, sport, concert, the goal is to offer cultural activities.
For all activities 2ndYouth will offer cheaper prices that we have negotiated
beforehand with the largest organizations (AARP, the American Alliance of
museums…). In exchange for the significant visitor growth, 2ndYouth will
collect a 10% commission per ticket sold. It’s a win-win process.
Activities
ActivitiesFree
”
“

19. 3. Users2. Registrants
0,5% 2% 5% 15%
88 320 352 280
4 416 52 992
1. Target:
17,6 millions
Months 2-4
Months 10-12
2ndYouth community
Many seniors will subscribe but they will not participate at least once
per month (registrants vs users) that’s why we did different forecast in
order to estimate our provisional income.
“
”

20. $0K
$18K
$35K
$53K
$70K
1 3 5 7 9 11 13 15 17
Income Costs
Break Event point
Loan paid back
Month
Year 1 2 3
Expenses 315 500 631 000 1 893 000
Revenues 224 568 1 112 832 2 543 616
Profit -90 932 + 481 832 + 650 616
Provisional income

21. Website
$25,500
9 months activity
$134,400
+ 10% risks
$15,000
Final cost
$175,000
The 9th month represents the Break Event point
Capital requirements
Technology Paris, FR 81%
funded
$141,750
pledged
287
backers
18
days to go

22. Guerilla
marketing
Press
release #1
Website
Launch
Press
release #2
2nd Youth
activities
2nd Youth
meeting
Press
release #3
Online
strategy1 2 3 4
6 578
Month 2
Generate earned
media before the
website launch
Month 2/3
Explain that a new
social network for
seniors is going to be
launch in few days
Month 3
3 months after the
validation quote, the
website will be launch
Month 3
Beginning of our
social media strategy
+ online advertising
Month 4
One month after the 1st press
release announcing the
2ndYouth oncoming, this new
PR has to be more corporate
with website features
Month 3 to 6
We need to show a dynamic
image during the recruitment
process: we are going to
contact influencers to help
them to create local events
Month 6
It allows us to strengthen our
community spirit and recruit
new users. The first one will
take place in Chicago
Month 6/7
In connection with the 2nd
Youth meeting, he has the
prove our development and
success
Timeline - Launch strategy

23. Thank you