Startup shifts stride to directly sell products and services to seniors

Alexis Abramson, 28, is ahead of her time. The founder and president of The Mature Mart steps into the shoes of a mature adult every day to determine the services and the products needed by the growing population of seniors.

When Abramson developed an initial strategy for The Mature Mart, she concocted a lengthy list of goals: provide educational services for mature adults, create a one-stop shopping outlet with senior adult products, develop a World Wide Web site, and establish a multilevel marketing campaign to sell the bulk of her products. That list remains mostly intact, but the marketing thrust of her company has been revamped. Though multilevel marketing hasn't been completely scratched, Abramson has instead focused her efforts on direct sales through representatives, catalog sales, and sales through the Web site.

Her audience also has changed.

The Mature Mart started in October 1995 with a retail focus based around the Web site. Although Abramson's initial research indicated that older adults use the Internet, her company targeted baby boomers, who are the general-care providers for senior adults. As the popularity of the site grew, Abramson decided to target a dual audience: senior adults and their caregivers.

"We made our Web site as elder-friendly as possible," she said. The site includes enlarged type and bright-colored graphics to relay information about new products, recommended reading, traveling and health issues. "We want to open up the world to them," Abramson said.

Direct selling, though, is her main marketing tool, Abramson said. She employs representatives who visit senior centers, retirement and nursing homes, and corporations to demonstrate and sell products.

"Older adults really enjoy the one-on-one aspect," Abramson said. Direct selling also helps to ensure that The Mature Mart's products are of the best quality, she added.

Abramson's startup costs of $20,000 were funded out of pocket. She expects the company to surpass $1 million in revenues by its one-year anniversary.

Limiting limitations
Abramson's knowledge of senior citizens' needs and concerns started with her grandparents. "I've always had a real affinity for older adults, and a great respect for them. I have a passion to help them live a healthy lifestyle as they age," said Abramson, who holds a master's degree in gerontology and a postgraduate certificate in gerontology.

Before founding The Mature Mart, she directed the 60+ Program at the Atlanta Jewish Community Center, where she worked with more than 600 senior adults in educational services. During her tenure there, Abramson noticed that many seniors encountered trouble with everyday activities and social activities because of physical limitations.

The physical limitations "were turning into psychological limitations," Abramson said. "I tried to gather products for seniors at the center, and found them sporadically all over the place. I decided that it was time all these products came together in one area."

The Mature Mart offers four main services: First, the company serves as a watchdog of sorts, conducting senior-friendly compatibility tests in hotels, restaurants and office buildings. Second, The Mature Mart acts as an educational resource, offering lectures and services to companies to help them become more senior-oriented. Third, the company hosts lectures at senior centers to demonstrate products and provide information about issues affecting seniors. And fourth, the company sells products through its catalog, Web page and representatives, and acts as a distributor to other retailers.

Compatibility tests include checking entrances, exits, elevators and stairs for compliance with the Americans with Disabilities Act. The Mature Mart uses an "accessibility checklist" to ensure that buildings are elder-friendly. The company makes recommendations to hotels, restaurants or office buildings to install ramps for wheelchairs, elevator telephones, louder alarm clocks or additional communication devices.

"We eventually want to be the AAA of the older adults;' said Abramson, referring to the certification of commercial outlets.

Educational services include seminars and workshops for corporations to teach them how to be more sensitive to older employees and older customers, and to discourage them from abandoning older adults. "We make sure that they don't put the older adult out to pasture as a customer," Abramson said.

The Mature Mart also helps companies compose marketing plans that cater to the mature market.

Removing barriers
The Mature Mart also practices what it preaches, according to Abramson. "We are adamant about employing older adults," she said. The company plans to add more senior adults as the company's sales grow because they are better suited to sell and market to other senior adults, Abramson said.

To reach even more mature adults and their caregivers, who may not have access to the Web page to order products, the company recently produced a catalog with more than 20,000 products. The company also employs an 800 number from which customers can order products or inquire about services and educational resources.

Abramson found most of the products she offers at tradeshows, fairs, from individual merchandisers and in other catalogs. Many products are geared toward people with impaired vision or arthritic hands. Items include medicine tablet crushers, jaropeners, dressing aids (such as button hooks and zipper pulls), gardening tools with enlarged rubberized grips, enlarged crossword puzzles, and swivel car seats.

"[The Mature Mart] gives people things that they really need," said customer Julia Milt, a diabetic who has trouble walking distances. She now uses The Mature Mart's folding cane, which extends for walking purposes and can be folded up when not in use. "Nobody knows you've got a cane," she said. "It's a blessing."

The Mature Mart provides supplies for distributors and franchisers such as United States Franchise Systems Inc. (USES), which owns franchising rights for Microtel Inns and Suites. The hotels feature many of the company's products for mature adults, as does the USFS catalog, according to Neal Aronson, chief financial officer and executive vice president of USFS.

"[Abramson] knows how to get to the end customer," said Aronson. The Mature Mart helped Microtel hotels to become ADA-compliant as well.

Abramson continues to add new services, such as a monthly newsletter and Web page enhancements, including a column written by Abramson's grandmother. "Grandma Rose" writes about issues of interest to senior citizens and highlights different sections of the Web page.

Abramson continually updates her list of goals as she develops new ideas and strategies. Eventually, she would like for the company to develop ties with the American Association of Retired Persons and the Equal Employment Opportunity Commission, to aid senior adults in the workplace.

"The goal of The Mature Mart is to make society barrier-free for older adults," said Abramson.