We have delivered a Kick Start exercise to develop the first marketing programme for Ageing With Optimism – a new company launched to help people get the best out of growing older.

Led by Tariq Khwaja, the Kick Start project included research, planning and a one-day workshop session with entrepreneur Nigel George to:

  • clarify the new company’s target audiences and competitors
  • define its services
  • create a framework of clear marketing messages
  • help devise the company’s name
  • develop a simple marketing plan to raise its profile

Nigel George is a solicitor of 30 years’ standing. He was inspired to start Ageing With Optimism by the big opportunities he saw to promote a much more positive message about ageing and to help the fast-growing number of older people get more from their lives.

The company is setting out to help elderly people, their friends and families, those in the health and social sectors who care for them plus younger people thinking ahead.

Its services include:

  • free health tips for staying fit and active
  • ideas for how to have more fun and grow old disgracefully!
  • tailored legal services – e.g. wills, lasting power of attorney, trusts, probate, inheritance tax advice
  • support for those facing dementia
  • help in dealing with end of life issues
  • funerals with a difference – designed to celebrate rather than mourn a life

Nigel George says: “Life expectancy is now 85 for men and 89 for women – so at 50, you still have a lot of life left!

“Turning 50 myself and realising I was only five years from qualifying for Sheltered Housing was a big turning point for me. It spurred me to launch a new business to challenge stereotypes of older people and help them get the very best out of life.

“TK Associates’ Kick Start service has been great in helping me define my new company’s objectives and messages.

“Tariq has a good, analytical mind and asks the probing questions you need to address when developing a new venture. I’ve now got a viable plan in place a lot faster than if I’d relied on my own resources.”

To find out more about Ageing With Optimism, visit its website, or email nigel@ageingwithoptimism.com.

To find out about our Kick Start services, click here or contact Tariq Khwaja on tariq.khwaja@tk-associates.com or 07833 336 271.