📋 Preliminary — v1, July 2026

Care Tools — Marketing Plan

A starting point for how we introduce Care Tools to families and senior housing facilities. Meant to be refined as we learn from real users — not a final plan.

"Know your parent checked in today, without calling."

2Market context

Where Care Tools sits relative to the broader elderly-care-app market and the senior living software incumbents.

$8.7B
Elderly care app market, 2026
$34B+
Projected by 2035
~16%
CAGR
60%+
Downloads from ages 65–80
On the facility side, the field (LifeLoop, Caremerge, PointClickCare, Eldermark) is dominated by heavy, expensive, all-in-one platforms built for large operator IT budgets — EHR, billing, eMAR, and family portals bundled together. That leaves a gap for small and mid-size senior housing communities that want a lightweight family-engagement layer without a full platform migration — which is where Care Tools can fit.

3Target audiences

Two buyers, one shared experience.

👨‍👩‍👧
Primary · Bottom-up

Families

Adult children (40–65) managing care for an aging parent, often long-distance. Want to know how mom or dad's day went without a phone call.

🏠
Secondary · Top-down

Senior housing facilities

Small-to-mid communities whose current family communication is a phone tree or nothing. Want a lightweight tool, not a full EHR migration.

🌿
End user

Individual elders

The person actually checking in, sharing stories, or on the facility grid. Needs: big buttons, no login, no jargon.

4Preliminary pricing model

Modeled on Daily Tools' Free → Personal structure, with a facility tier in place of the school track. Placeholders — worth validating against real facility conversations.

Free / Demo
$0
try it, no account
  • Full feature demo
  • Shared / non-private data
  • No account needed
Likely lead tier
Family
$6–9/mo
or ~$60–79/yr
  • Private space code
  • Our Story + Wellness Check-in
  • Unlimited family members
Facility
Custom
per resident / month
  • Facility dashboard + resident grid
  • Linked wellness spaces
  • Programming posts, priority support
Numbers are placeholders — validate with 2–3 facility conversations before finalizing.

5Messaging pillars

No login required to tryRemoves the single biggest adoption barrier for elderly users.
Built for both sidesConnects family, elder, and (optionally) facility — not just one-sided.
Small and human, not enterprise softwareStart today, no 6-month IT rollout, unlike PointClickCare/Eldermark.
Privacy-firstData stays private per space code — no ads, no data resale.

6Go-to-market channels

👨‍👩‍👧 Families — bottom-up, low-cost first

  • Landing page SEO: "daily check-in app for elderly parent"
  • Content on caregiver burnout, long-distance caregiving
  • Caregiver Facebook groups / r/AgingParents, r/CaregiverSupport
  • Referral loop: facilities expose the family tool for free

🏠 Facilities — top-down, higher-touch

  • Direct outreach to small/independent senior living communities
  • Free pilot: 90 days, in exchange for a testimonial
  • Senior living association newsletters / regional conferences
Once the first pilot facility has real usage data, a short case-study page becomes the strongest asset for the next 5 facility conversations.

7Phased launch plan

Phase 0

Now

Landing page live, tools functional, Firebase config swap completed (currently pending).

Weeks 1–4

Pilot

Recruit 1 pilot facility + a handful of families directly. Goal: real usage data and a testimonial.

Weeks 4–8

Publish + open

Publish case study, start light organic content, open self-serve Family tier signup.

Weeks 8+

Scale outbound

Firm up facility pricing, start outbound to a short list of 10–15 target facilities.

8Early KPIs to track

Landing page → demo start rate Demo → space-code-created rate Facility resident adoption rate Staff time saved (self-reported) Week-4 / week-8 streak retention

9Open questions to refine next