Resources

The secret to marketing success in the boomer and senior markets lies in completely understanding your target customer – its values, attitudes and purchasing patterns. Although the boomer demographic may be 76 million strong, it is not a homogeneous group. The effort you take now to research and segment will help you effectively reach your market.

Learn more about the 45+ market. Useful links:

Resources on Aging and Entrepreneurship
American Society on Aging - http://www.asaging.org
The National Council on the Aging - http://www.ncoa.org
North Castle Partners - http://www.northcastlepartners.com/index.php
Piper Jaffray - http://www.piperjaffray.com
Mary Furlong and Associates - http://www.maryfurlong.com
Alliance for Aging Research - http://www.agingresearch.org
National Institutes of Health - http://www.nih.gov
Age Wave Institute - http://www.agewave.com/
International Longevity Center - http://www.ilcusa.org/

AARP (formerly known as the American Association of Retired Persons) - http://www.aarp.org
Brent Green and Associates, Inc. - http://www.bgassociates.com/
GE Capital Network - http://www.ge.com/
Elderhostel - http://www.elderhostel.org/
MetLife Mature Market Institute - http://www.metlife.com/
JWT: Mature Market Group - http://www.jwtmmg.com/
White House Conference on Aging (WHCoA) - http://www.whcoa.gov
Dick Stroud, www.the50plusmarket.com and www.20plus30.com

Gerontology Schools
University of Maryland Baltimore - http://www.gerontologyphd.umaryland.edu/resources.html
University of Southern California - http://www.usc.edu/dept/gero/
University of South Florida - http://www.usf.edu/default/

Books on Aging
Dychtwald, Ken. Age Power: How the 21st Century Will Be Ruled By the New Old. Jeremey P. Tarcher, New York: Penguin Putnam, l999.
Gambone, James V. Refirement: A Boomer's Guide to Life After 50. Kirk House Pub, Minneapolis: 2000.
Harris, Leslie M. (Editor). After Fifty: How the Baby Boom Will Redefine the Mature Market, Travel and Leisure, Fast Food, Apparel/Retail, Technology, Health, Financial Services. Paramount Market Publishing, 2003.
Sadler, William, PhD. The ThirdAge, Six Principles for Personal Growth and Rejuvenation After Forty. Perseus Books, 2001.
Wolfe, David B., and Snyder, Robert. Ageless Marketing: Strategies for Reaching the Hearts and Minds of the New Customer Majority. Dearborn Trade Publishing, 2003.

Websites for Entrepreneurs
Santa Clara University, Executive Development Center, Leavey School of Business - http://business.scu.edu/edc
U.S. Small Business Administration - http://www.sba.gov (The Best of Them All)
Social Entrepreneurs Network - http://text.sen.org.au/resources/
Alliance of Women Entrepreneurs - http://www.awe-westmichigan.org/res.html
Women Entrepreneur Roundtable - http://www.womens-roundtable.com/resources.html
1-2-3 Success: Entrepreneur's Resource - http://www.reachcc.com
Ernst and Young - http://www.ey.com/global/content.nsf/International/Home
EVenturing (sponsored by Kauffman Foundation) - http://www.eventuring.org/
About Entrepreneurs & Entrepreneurship: Starting Your Own Business - http://entrepreneurs.about.com/
Venture Capital and Startup Resources for Entrepreneurs - http://www.startup-resources.com/
Free Resources of Web Templates and Tools for Entrepreneurs - http://www.mywebtemplate.com/
Morebusiness.com - http://www.morebusiness.com/
eWeb Entrepreneurship Education Resources - http://www.eweb.slu.edu
IEEE-USA Entrepreneurship Village - http://www.ieeeusa.org/careers/entrepreneurs
WSJ Entrepreneur - http://www.startupjournal.com/
Analyzing Self Employment: Sponsored by http://www.paidlegal.com/go/jheberer/Inc.com - http://www.inc.com/
Entrepreneur's Partner: Management, Financial, Legal Resources for Entrepreneurs - http://www.entrepreneurspartner.com/
Always Free Marketing Resources for Online Entrepreneurs - http://ucanto.com/
Entrepreneurs' Organization – www.eonetwork.org
Microsoft bCentral: SurfPoint - http://www.surfpoint.com/

Entrepreneur Blogs
Peter Rip’s Blog – http://earlystagevc.typepad.com
Guy Kawasaki’s Blog – http://blog.guykawasaki.com
Steve Jurvetson’s blog – http://jurvetson.blogspot.com
Entrepreneur.com Blog – http://entrepreneur.com/blog/index.html
Seriously Business – Entrepreneurs, Business and Inventions Blog (UK) – http://www.seriouslybusiness.co.uk
Entrepreneur – http://entrepreneur.blogs-articles.com

Books for Entrepreneurs
Bhldt, Amar et al. Harvard Business Review on Entrepreneurship. The Harvard Business Review Paperback Series. (Paperback - October 1999).
Christensen, Clayton M. The Innovator's Dilemma. (Paperback - January 2003).
Collins, James C. and William C. Lazier. Beyond Entrepreneurship: Turning Your Business into an Enduring Great Company. (Paperback).
Covey Stephen R. Seven Habits Of Highly Effective People. (Paperback).
Drucker, Peter F. Innovation and Entrepreneurship. (Paperback - May 1993).
Furlong, Mary S. Turning Silver into Gold: How to Profit in the New Boomer Marketplace. Financial Times Press, 2007
Gunther McGrath, Rita and Ian Macmillan. The Entrepreneurial Mindset. (Hardcover - August 2000).
Hupalo, Peter I. Thinking Like an Entrepreneur: How to Make Intelligent Business Decisions That Will Lead to Success in Building & Growing Your Own Company. (Hardcover - September 1999).
Lesonsky, Rieva, Editor. Start Your Own Business: The Only Start-Up Book You'll Ever Need. (Paperback - April 2001).
Moore, Geoffrey A. and Regis McKenna. Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers. (Paperback - July 1999).
Norman, Jan. What No One Ever Tells You About Starting Your Own Business: Real Life Start-Up Advice from 101 Successful Entrepreneurs. (Paperback - January 1999).
Porter, Michael E. Competitive Strategy: Techniques for Analyzing Industries and Competitors. (Hardcover).
Stephenson, James. Entrepreneur's Ultimate Start-Up Directory: Includes 1,350 Great Business Ideas. (Paperback - October 2001)
Timmons, J., Zacharakis, A., Spinelli, S Business Plans That Work (Paperback - 2004).
Timmons, Jeffry A. New Venture Creation, Entrepreneurship for the 21st Century, 5th Edition (Hardcover, 1996).
Yerkes, Leslie. 9 Beans: Four Principles for Running a Business in Good Times or Bad. (Hardcover).

Magazines for Entrepreneurs
Inc. - http://www.inc.com
Entrepreneur - http://www.entrepreneur.com
Fortune - http://www.fortune.com
Black Enterprise - http://www.blackenterprise.com
Hispanic Business - http://www.hispanicbusiness.com
Home Business - http://www.homebusiness.com

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