EXECUTIVE SUMMARY


touch with your users throughout the


“You need to stay in


design process


and afterwards” Here, co-creation involves picking up on the


ideas the target groups have about what the message should say, how it should be delivered and who should deliver it. This process applies well to the AAL market, where often the end user will also be carers, parents, children and others involved in an older person’s life, so different messages need to be tailored to the different audience even though the product may be the same thing.


DESIGNED FOR EVERYONE – ELDERLY


Koen Claus, Director, DKV, member of the AAL Advisory Board


pay, even the best idea will not work and the business is already dead. You must always first look to the consumer and then ensure there is a market for your business. If you do that, then I can assure you that you will have a business for all Europe. So the idea is really important, of course, but


understanding your market and developing your business models are as important. When you do business in Europe, we


know that quite often this business will be regional often due to regional legislation, but I believe that for it to be a good business model it must be possible to translate the same business to work in other countries too. To do this, when you


develop your business, you have to write the last page of the plan first – so for a business to be successful across Europe, you have to think about this from the start and then work back from that ambition.


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