Forever Now - Market Analysis
For more information contact:
Jerry Woodcock
Forever Now
1145 S. Rifle Circle
Aurora, Co. 80017
303-570-8004
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Forever Now will initially be focused on needy families
of all backgrounds, including troubled and pregnant
teens and single mothers. This group was selected
because natural and social disasters ranging from
freezing temperatures to foreclosures affect hundreds
of thousands of people each year. This group is the
least capable of caring for themselves and their loved
ones in these tragic times.
Expansion of our focus will be to not only provide
shelter for teens, single mothers and indigent
populations, but also to provide counseling and
support to assist in avoiding false stereotyping that
would forecast futures of poverty, misery and welfare.
The overwhelming majority of these clients come from
lower socio-economic population groups, however,
their involvement with Forever Now will dramatically
facilitate movement out of the dire circumstances
currently faced.
Market Segmentation
Four (4) segments of our society will be served: the general population, troubled and
pregnant teenagers, single mothers and indigent populations.
1) General population: When a natural disaster strikes, people need to find adequate
shelter whose structure is able to withstand the ravages of floods, earthquakes,
tornadoes and hurricanes. Outside of natural disasters, the general population can
help support each safe haven with donations.
2) Troubled teenagers: This group would not only receive sufficient shelter from
social disasters, but would also receive counseling and be provided the
opportunity to serve the community, thereby allowing positive attitude and higher
self esteem. Teenagers and young adults are more likely to become victims of violent
crime than older persons (Bureau of Justice Statistics, U. S. Department of Justice).
Teens 16 to 19 were three and one-half (3 ½) times more likely than the general
population to be victims of rape, attempted rape or sexual assault. (National Crime
Victimization Survey. Bureau of Justice Statistics, U. S. Department of Justice,
1996. )
Young people who come from a low-income family and have fewer than two adults
living in their household are especially at risk for becoming smokers (Preventing
Tobacco Use Among Young People, U. S. Surgeon General Report, 1994).
More than 40% of teens who admitted drinking said they drink when they are
upset; 31% said they drink alone; 25% said they drink when they are bored; and
25% said they drink to "get high. "(U. S. Surgeon General, 1991) In 2003, 51%
of adolescents used drugs before they left high school (National Institute on Drug
Abuse). Pregnant teenagers: Pregnant teens often feel neglected and unsupported,
resulting in the abandonment of newborn babies. Forever Now will provide these
teens with appropriate counseling from our staff of professionals. Ten percent of
girls age 15-19 become pregnant. About 72% of teens who give birth are not
married. About 75% of teens who give birth are first-time mothers. Over 175,000
of the teens who give birth each year are under the age of 18. Eighty percent of
young teenage mothers end up in poverty and on welfare.
3) Single mothers: Oftentimes single mothers are stuck between working and caring for
their children. In order to work, they must be able to pay for childcare, which
usually costs more than they earn. Many single mothers are forced to abandon their
desire to be self-sufficient and resort to welfare. Forever Now will provide these
mothers with dependable daycare that is safe and reliable. This environment will be
conducive to the development of the supervised teens who will be providing the
childcare. Welfare participation among single mothers has dropped from 25% in
1996 to 20% in 2004.
4) Indigent population: Members of this group are not always afforded the same
opportunities as those of affluent populations. Many live in areas that are prone to
natural disasters and civil strife. Forever Now will provide an opportunity for on the
job training in the construction and service industries, thereby allowing positive
personal development.
Target Market Segment Strategy
Forever Now target market consists of families of all kinds of people, including troubled and
pregnant teenagers, single mothers and indigent populations. This group was targeted
because they need protection during natural and social disasters and they need to learn how
to serve the community and to become self-sufficient. To bring in the target markets we will
set-up locations in inner cities (Denver, Miami, Los Angeles, San Francisco and St. Louis).
Many people living in these surrounding areas are vulnerable to natural disasters and many of
the teens we will be serving come from these regions. To reach more of the indigent
populations, community centers will be set-up in countries like Haiti and Sri Lanka.
Service Providers Analysis
There are many service providers in the industry whose mission is to offer shelter or
emergency housing for families with one or two parents, mothers with children, single men,
single women, or youth. Many temporary shelters are designed to provide food for the
hungry and refuge for victims of domestic violence.However, few of these non-profits focus
on helping those in need to become self-sufficient and independent productive members of
society. Forever Now will create a safe, positive environment with the open-ended,
non-judgmental perspective. Our intent is to help the defenseless and the helpless find their
own personal power to completely overcome whatever negative influence encountered.
Alternatives and Usage Patterns
The Open Door Mission - Located in Colorado, this nonprofit organization, provides
meals, shelter, and day center for the homeless. Both short and long-term stays are
provided. Because they believe in rehabilitating a person, they offer weekly drug and alcohol
programs, counseling and job and educational assistance. As a Christian organization they
offer both Christian and non-Christian programs.
Covenant House California - As a non-profit, Covenant House exists to meet the needs of
at-risk, runaway, and homeless youth. A comprehensive list of services is utilized that assists
their clients become self-sufficient for independent living.
Shepherd's Promise - Located in Florida, their main purpose is to provide shelter and
support services for homeless women with children. The program allows women and
children to stay at a maximum of six months. Shepherd's Promise provides support services
geared to improving parenting skills and offers a life training skills program.