Goes Live

NEW YORK Three entrepreneurs are jumping into the Web publishing/e-commerce arena with the launch of, a new site aimed at baby boomers tasked with caring for aging parents.
The service-oriented site features original content on topics ranging from home and bath safety for elderly parents to dealing with the onset of diseases like dementia and Alzheimer’s. Also covered: navigating the financial issues that arise as parents age. The site will also aggregate relevant headlines from sources like Reuters and The New York Times. In addition, co-founders Lynn Altman, David Zoll and Bob Silver — each of whom have personal experience with aging parents — will blog on the subject on a weekly basis.
Silver sees a void in the market for such a site. When dealing with both his own parents’ deteriorating health from afar in recent years, Silver said he struggled to find complete information in one Web venue. “That was a totally fragmented experience,” he said. “There was absolutely no place that put it all together.”
Plus, he and his partners saw a growth opportunity given the expected population surge of 80-plus adults, many of whom don’t necessarily live near their children. “This is aimed at that 50 year old who is trying to still take care of [his or her] own kids and mom and dad,” Silver said.
Parentgiving will eventually be ad supported, though the plan is to first build traffic through search engine optimization. Initially, the company expects to draw revenue from e-commerce (it sells a variety of elder care-related products, such as walkers and bed rails) and through referrals to professional-care services.
The site currently offers a 1-800 number that connects users to licensed professional-care workers for a fee. It will eventually earn a cut from referrals to local elder care businesses, said Silver.
“We knew that just relying on advertising as a revenue model would be tough,” he said. “At this point we are self-funded and capital is not an issue.”

Publish date: April 15, 2009 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT