IT for Seniors: Startup Business Model, Marketing, PEST Analysis Essay

This essay focuses on 'IT for Seniors', a startup company designed to provide technological support to senior citizens. It begins by emphasizing the importance of elders and their need for care, respect, and technological assistance. The essay outlines the company's mission to assist seniors w...Read More

Running head: IT FOR SENIORS
IT FOR SENIORS
Name of the Student
Name of the University
Author note

1IT FOR SENIORS
Introduction
The presence of elders in our family and our lives is equally important as they are the
one we look at our hard times. Therefore it becomes our responsibility to provide them good
health, respect, care dignity and most important of all the love and care that they deserve.
Many times situation arises where they feel lonely and do not have anyone to share their
problems with. It is seen that all these factors had a bad effect on their physical as well as
mental health as they feel depressed and could do nothing about it.
This essay is about a start-up company, ‘IT to seniors’, the marketing research and
strategy used and analysis of the PEST analysis and how it helps in making decision firmly.
Overview:
The main focus of the start-up company ‘IT for seniors’ is to provide technological
support in terms of helping with gadgets, how to use internet and any other technological
support they want; IT for seniors provide assistance to the overall problems related to
technology that the elders cannot access.
There are many benefits as to why the elders too needs to have a s knowhow of
technology. Some of the benefits include:
1. Leisure
2. Safety
3. socialization and
4. Convenience
Leisure: every person requires some kind of entertainment in his life. And it becomes very
necessary that older generation of ours should know how to avail these functions of internet
for entertainment purpose. ‘IT for seniors’ helps them to avail all these services be it

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acknowledging mail opening sites, download games and movies make video calls through
internet applications and guide them to do the same at a very feasible and convenient price.
Safety: the safety of elders is the prime concern for us and thanks to technology that the
senior don’t have to feel alone and the family members also can have a break from worrying
while in office or their workplace. ‘IT to seniors’ have proved to ensure a positive experience
and aspects of technology so that a feeling of secureness is always there with our elders.
Socialization: being in touch with our loved ones has always been fascinating but once they
shift or move away from us because of their work life or personal responsibilities, it is a bit
difficult to be I touch with them and have a conversation frequently. But then, thanks again to
the internet which has the ability to connect even the person staying down the globe in just
fraction of second. This same assistance is provided by ‘IT to seniors’ as well; it help in
assisting you and make the correct application of internet.
Convenience: technology has made everything easy and convenient for every one of us but
not all can use the same very effectively. The elder ones need the guidance for all these stuffs
and the family members may not always have time to manage or answer their queries. This is
what ‘IT to senior’ is made for. It provides a 24*7 service to the target audience that includes
the age group of sixty-five and above regardless of any technological devices or gadgets,
internet applications and many more.
Business model:
The business model used by ‘IT to seniors’ is “Subscription based” which means that
the user has to subscribe to ‘IT to seniors’ twice in a year and enjoy the services provided by
it at a click of a finger anytime (Barnham, 2015).
Making it more convenient for the elders, the company now has reduced the time of
subscription and the customers just have to subscribe once in a year paying a bit more than

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the usual one and then enjoy the services for rest of the year without any fragmentation or
without making much efforts (Lueg, Malinauskaite & Marinova, 2014).
Products and services:
The primary concern of ‘IT to senior’ is to provide a quality service to an age group
of sixty-five and above but it also has a firm hold upon certain products mainly on
technological gadgets that requires the application of internet and if anyone cannot
understand or have any query regarding anything ‘IT to seniors’ provides them with the
same.
The tariff associated with the company is feasible and most of the people can afford
it. ‘IT to seniors’ also provide a range of services to their target audience which mostly
covers senior citizens of age sixty-five and above.
‘IT to seniors’ is a great platform for the elders as they can reach to the company even
at midnight and the solution of the problem will be provided to them.
Market strategy:
It is very important to have a detailed structure and knowledge of the target market in
order to deliver an effective service to the customers and to establish themselves in the
market. And market research give us this idea of how effectively this can be done (Johnson,
2016).
There were various approaches made during the process of establishment and ‘IT to
seniors’ have focused on the quantitative approach of the research. ‘IT to seniors’ mainly
included online mode of transmission as they wanted to know how frequently the target
audience uses it and how able will they be in satisfying their needs and wants.

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The medium they used for research purpose included mail, phone, internet and
personal interviews. It helped the company to get a knowledge about their audience since the
number and the place of operation evidenced a good amount of target customers they were
able to get a structured and precise results through the analysis of quantitative research.
There is a huge competition in the market and it becomes really difficult for the
startups to deal with it as a lot of cannibalism can be seen in the market and even the industry
it is operating in. therefore, this has to be dealt in a way better than any other ways so that
there is a consistency within the market and customers do not find difficulty in making a
selection from the choices available.
PEST analysis:
PEST is the acronym for POLITICAL, ECONOMICAL, SOCIAL and
TECHNOLOGICAL factors that are associated with the industry and has a great impact on
the company; these factors must be kept in mind during operations.
It is a tool for analyzing the business as a whole including all the legal and
environmental factors so that there is a smooth flow of the business and more profit is earned
(Sammut‐Bonnici & Galea, 2015).
Political factors:
This includes what regulations and law enforcement the government has on the
particular I industry where this company is operating. There are several determinants such as
issues related to copyright, payment of the taxes and other rules and regulations that plays a
very significant and important role for the growth of any business.

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‘IT to seniors’ must consider the fact that there are certain restrictions based on trade
and tariffs which at times may over rule the business, thus making it difficult for sustaining
the market (Bjornali & Ellingsen, 2014).
Economic factors:
These factors has a great and powerful impact on the business which includes
availability of credit, rate of inflation, rate of interest and many more. These factors decide
the purchasing power of an individual and the fact that ‘IT to seniors’ should keep in mind is
that purchasing power decides for us if we can avail that service or product or not; because if
there is no purchasing power of the customers if becomes useless in persuading the products
to them.
The cost of capital of the business also gets effected with this factor and there may be
some loss of customers in future. ’IT to seniors’ must keep their price moderate as a high rate
may result to be very expensive and this may discourage the customers from opting the
service.
Social factors:
These factors comprises of the behavior, attitudes and trends which has a huge impact
on the target audience. Many factors which include the service provided to the customers,
their culture values and beliefs about a particular thing and many more.
While starting of any business it must be kept in mind that the startup doesn’t not
harm or hurt any community and no offenses are made during the process.
These factor puts more effort and pays more emphasis on the effect of culture on the
business, effect of population growth, what ethical behavior must be maintained, and

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foremost the awareness of education is the most important aspect of this factor (Spiegel et al.,
2016).
Technological factors:
These factors are responsible in effecting the industry and the place of work which
help in maintain a consistency in the performance and the development of the company is
also dependent on (Ewens & Marx, 2018).
The only factor that effecting everything of a company is the technological factor.
There is a rapid change in the technology adapted and these changes needs to be developed as
the time passes only then there is a scope of long term profits for the company or the business
being operated (Centobelli & Cerchione, 2017).
Thus a conclusion can be made that for starting any business, all these factors must be
kept in mind proper strategy must be made and then implementation must take place.

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References
Barnham, C. (2015). Quantitative and qualitative research: Perceptual
foundations. International Journal of Market Research, 57(6), 837-854.
Bjornali, E. S., & Ellingsen, A. (2014). Factors affecting the development of clean-tech start-
ups: A literature review. Energy Procedia, 58, 43-50.
Centobelli, P., Cerchione, R., & Esposito, E. (2017). Knowledge management in startups:
Systematic literature review and future research agenda. Sustainability, 9(3), 361.
Ewens, M., & Marx, M. (2018). Founder replacement and startup performance. The Review
of Financial Studies, 31(4), 1532-1565.
Johnson, G. (2016). Exploring strategy: text and cases. Pearson Education.
Lueg, R., Malinauskaite, L., & Marinova, I. (2014). The vital role of business processes for a
business model: the case of a startup company. Problems and Perspectives in
Management, (12, Iss. 4 (contin.)), 213-220.

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Sammut‐Bonnici, T., & Galea, D. (2015). PEST analysis. Wiley Encyclopedia of
management, 1-1.
Spiegel, O., Abbassi, P., Zylka, M. P., Schlagwein, D., Fischbach, K., & Schoder, D. (2016).
Business model development, founders' social capital and the success of early stage
internet start‐ups: a mixed‐method study. Information Systems Journal, 26(5), 421-
449.