Value proposition
Defining desirable middle-income assisted living
Opportunity
A social-sector organisation identified an underserved opportunity between subsidised institutional care and premium private care: middle-income seniors who are unable to manage independently at home but have limited suitable alternatives.
Challenge
The social sector has limited insight into the expectations of paying customers. I connected existing care capability with resident needs and expectations, willingness to pay, funder and developer interests, operator economics and regulatory realities to determine what a viable middle-income proposition could be.
Outcome
A commercial definition for middle-income assisted living that established target resident values, aligned funders, developers and operators, informed service-development and regulatory discussions, and explored scalability through home-based care networks.