Over 50 years ago our mom and dad began taking care of many of their older sisters
at our home, which they lovingly built.
It is situated on 80+ acres of scenic countryside which they
fondly called "Emerald Acres".
It was like a peaceful retreat that our aunts and
uncles felt blessed to experience.
Looking to our
down to the
Now we can honor their memory
as we continue in their footsteps, with their beloved Emerald Acres.
Emerald Acres is a beautiful home in the scenic countryside that will become a residence for independent
seniors and baby boomers. It will have individual rooms with private baths. Many common socializing rooms include living
room, family room, game room, exercise room, library, sitting room, upstairs balcony, and backyard patio. Services
and amenities will include 3 prepared family-style meals daily in the dining room, housekeeping, utilities and
maintenance-free living. As we grow, we will add more amenities and activities on the grounds, with
several expansion plans within the next decade.
retro-fitted and unique in the area.
The mission of Emerald Acres is to create
a unique residential experience for independent retirees,
providing value and quality services for the residents
at reasonable prices...
an affordable "retirement resort".
Our goal is to establish a retirement residence that radiates
personalized attention in a
and breakfast style atmosphere,
in-house entertainment and activities,
offers many indoor amenities of a resort,
and extends many further
luxuries of a spa & health club,
with the possibility to develop many outdoor recreation
features of a dude ranch,
all encompassed by the peaceful setting of a retreat.
WOW, those evergreens are 70 feet tall now! You'll see a multitude of deer running through them!
OUR KEYS TO
will strive to position Emerald Acres as the best independent retirement residence in the area:
Create a unique living experience for those over age 55,
combining aspects of bed & breakfast, spa
---a new ERA--year round
- Provide wide-ranging indoor and outdoor Entertainment, Recreation
- Offer customers a longterm peace-of-mind benefit, but no mandatory long term commitment
- Possess in-house flexibility and control of the resources needed to deliver our
- Compliment my contacts and
experience in the eldercare retirement-living business with online resources
an amenity that
so many seniors, empty nesters and widowers miss: family-style living
- Present a priceless alternative to lonely apartment living;
My contact at the local senior center has emphasized that our valuable offering could
highly successful by merely promoting the phrase, "never alone!"
activities and preferences that we can offer:
* Near a body of water
* Golfing on premises (there are also several golf courses in the area)
Bingo, cards and other games
We do not offer continuing care;
instead we could grow to attract more of the younger, active, and more affluent boomer segment.
In our 55+ residence, we wish to offer and eventually develop the same amenities
by the successful retirement homes, reflecting what the people want:
A full-time bed & breakfast type beautiful home in a country
A very unique
and elegant style of living in a land full of cold warehouse type facilities
Maintenance-free living, with snow removal, trash removal, and lawn care included
Accommodations in private or semi-private rooms of their
Each room with its own private
bath and possibly a small frig/coffee-maker/microwave kitchenette area
Each room with phone, cable and internet ready wiring, but not included in price
Three family style meals a day, and themed dinner nights
in the formal dining room, as well as a community country kitchen where residents can enjoy spontaneous meals
& snacks 24/7, or participate in cooking parties, bake-offs and wine-tastings
Weekly laundry service and housekeeping; also residents can use the laundry room
for their personals
Parking for residents
who want to drive their own cars and who can come and go as they please
Picturesque grounds, scenic pond, fields, streams, and woods for relaxation & sporting
life viewing, bird watching, fishing, paddleboats, horseshoes, bocce ball, and more as we grow
3 miles of trails
for walking, hiking, jogging, and more as we grow
Room for each resident to have their own small gardening area
A large back patio and
area for cookouts with grill, patio furniture and other backyard accoutrements
A 2nd floor common balcony with cafe
style tables for leisure coffee & snacking while enjoying the view
A Formal Living room and casual family room with fireplace
A library stocked with books and
peaceful sitting room upstairs
A recreation great room with huge brick & stone hearth, big screen TV, billiards, bar, bingo
mirrored exercise room with many pieces of equipment, aerobics workouts, and Wii games on big TV
Scheduled activities, entertainment,
games, movies & flexibility to change according to residents' wishes
Ability to change & grow easily in a personalized way
with ongoing changing residents' needs & wishes
The room to expand; for more residents, more amenities, and more recreational
activities on the grounds
ADA compliant features, a dumbwaiter and a ready chairlift
A security system and full-time live-in 24/7 personnel
apples and oranges (and strawberries)
Retirement apartment "complexes"
constitute the largest percentage of senior housing in terms of units.
The person who
prefers a smaller cozy B&B atmosphere is not typically interested
in a hotel/motel climate.
That and the comparison
of rates, which are substantially higher in the senior complexes, do not put such facilities in the category of competitor.
apartment building with hefty entrance fee.
- (oranges?) or
a pricey independent cottage, in cookie-cutter
ACRES, the unique third type of residence offering different parameters that stand apart...
and our rates are still cheaper!
When you are comparing apples and oranges, we are the strawberry, which
means less direct competition!
Terrific! Retreat! All-inclusive! Woods & Wildlife! Bed & Breakfast! Expansive Estate! Rest & Relaxation! Room to Grow! In Excellent Setting!
COMPETITIVE EDGE We start with a critical
There is no competitor in the area that offers such
a unique combination:
Our residence has the potential to combine the ambience of a bed & breakfast (lunch & dinner!)
in family-style dining, with many features and amenities of a spa, retreat, dude ranch, & resort
with entertainment--all in one!
FAMILY STYLE We will offer personal attention and family-style dining in
a homey "bed and breakfast" type atmosphere, which is totally
unique in the area. In fact, we are unlike 98% of the retirement residences across the country, which are either a totally
private cottage/home on a grid of cookie-cutter homes, or a totally private apartment in an apartment building.
We are small and more personal, yet our "manor" has a grand appearance (especially when we decorate
for Christmas). Numerous elderliving business contacts have stated that "family-style" living
is a unique niche that lonely empty nesters and widowers crave.
EXTENSIVE GROUNDS Most retirement
complexes don't offer a large campus for extensive outdoor activities. They may have a couple acres.
Unlike ordinary retirement residences, we are encompassed by 80+ acres of scenic countryside, including fields and
stream, pond and mature woods with three miles of already-made trails. Not only can we offer most of the same indoor amenities,
we also have the ability and space to grow and offer many forms of indoor and outdoor recreation, both invigorating as a
health club, and relaxing as a retreat.
FIRST CLASS ENTERTAINMENT
Think of the movie "Holiday Inn" with Bing Crosby & Fred
Astaire! With my 30+ year background in the entertainment field
in NY, including over 25 years in therapeutic recreation, I will host musical and other activities, including
themed parties and holiday entertainment, where everything from menu to music is woven into the mix for the day. However,
I am more than an activity director. I will entertain DAILY as I do at all those other complexes that hire
me as an outside vendor to perform shows for their special events.
most of the other retirement residences, we
can offer a recreation room and bingo, cards and various games, big TV, internet, library, community
kitchen, back patio, balcony, cooking, exercise, laundry & housekeeping, entertainment & activity programs, maintenance
free living, and meals, although some places charge extra for meals.
most of the other retirement residences, we can focus more on independent and active living; not assisted living.
They may have manicured lawns to look at...
have extensive grounds for actual outdoor recreation.
They may have a water fountain...
have an actual pond for fishing, boating or swimming.
They may have a paved pathway in the back yard from point A to point B...
have 3 miles of hiking trails in the woods.
They may have a putting green...
We have a driving range.
They may have an area for horseshoes...
have enough grounds for horseback riding, archery and more.
Their residents' "garden" may consist of a plant in a styrofoam
cup on the windowsill...
have room for everyone to plant an actual garden.
They have restaurant meals...
have the unique family-style dining in a bed & breakfast atmosphere.
They may have a room with a pool table / ping-pong
We have room
for a pool and a tennis court.
They may have their private apartment or cottage...
We have a
beautiful stately home which has always been a focal point, especially at Christmastime.
They may sing along with somebody at the piano, and
even hire entertainment twice a month...
We have an in-house entertainer/activity
director who can throw a
Mardi Gras bead toss on the balcony,
Easter Eggstravaganza hunt
in the field,
4th of July Patriotic picnic by the pond,
Country hoedown with actual hayrides,
carnival on the patio,
Poodle Skirt Sock hop,
Oktoberfest polka party,
...A different theme every
week. (Activities every day.)
Bed & Breakfast-style residence
Retreat style 80 acre campus for
A) invigorating & healthy activities and
B) relaxing recreation
+ indoor spa-like amenities
= our competitive edge
See Trina's partial list of senior clients
At any given time 1-4 persons of elder age were taken in by my parents to live
with us. As I was growing up until college, I was exposed to the various needs of the people living with us at our home.
From my parents' guidance I learned many aspects of how to effectively provide for these relatives and maintain their needs
to ensure their comfort and well-being, so they could live with security in their golden years. I find this is a rewarding
work endeavor to participate in.
I've been professionally involved with the elder care business for over 30 years. The link above
is a partial list of my business clients that I work for now. As you can see, these are the top successful businesses
in the elder care field here.
I am also enclosing a partial list of former clients from that part of my business that involved elder care in Long
Island, NY, which I moved to West Virginia in 2008 in order to fulfill my mother's will. My relationships with
members of all different levels of their staffing, from administrators to housekeepers and all areas in between, put me in
the unique position to have the ability to draw from their proven success. This will be an invaluable resource on any
issue that may come up, to ensure the success of Emerald Acres. My plan is simple: Don't reinvent
the wheel; just take all the proven successful business models and tailor them for use in my business plan that will ensure
the success of Emerald Acres.
My 30 years business experience includes accounting, marketing, production, and all other areas of a normal running
I also have a small real estate business in which I buy and renovate properties for the purpose of renting.
* Since I moved here to fulfill
my mother's will in 2008, I had to re-start my own business from scratch. I cultivated all new clients and was up to
speed in three years. By 2012 I surpassed my NY roster, and in 2014 raised my rates, proving that my business acumen,
my capabilities in the eldercare field, and the eldercare business itself are successful.
* Like my own business, I've also already setup an
888 P.O. Box, an 888 phone number, and a domain/website for Emerald Acres.
* My business's self-designed website, TrinaJanura.com
shows more indepth eldercare interpersonal experience on the "Senior Living Album"
* While having
the mature trees of our woods timbered, I negotiated with the logging company to put in 3 miles of trails
through the woods, and also to clear brush in certain areas, and grade the area by the barn....at no charge to the estate.
I have an understanding of the industry, but planning is about making good decisions, applying
focus and enforcing priorities, not about testing knowledge.
Several Expansions & Other Future Goals for the next
decade on our 80 acres
* The manor north wing extended for 16 residents plus
an enlarged dining & multipurpose indoor/outdoor area
* 10-acre strawberry field secluded location developed into a circular layout of several
housings nestled into the
wooded perimeter, surrounding a central clubhouse/dining/pool/courtyard area
* A transportation van making
planned & spontaneous trips for shopping and entertainment outings
* Our barn used to its fullest extent:
* Barn lower level used to house snowmobiles,
skiis, ATVs, dirtbikes, a sleigh and horses
* Barn upper lever possibilites as storage/gathering place/barn
* Area near the barn with a fenced space around creek, and construction of stables for horses
(as it used to be for our 2 cows)
* Springhouse for storing Paddleboats, fishing gear & pond accoutrements and as a
summer snack bar area
Our 3 miles of trails with year-round cross-country skiing, snowmobiling, ATV/dirtbiking, horseback riding, etc.
* Field below orchard possibilities
for tennis/badminton/volleyball, bocci ball, croquet or other such activities.
* The pond year-round recreation including swimming,
fishing, and boating, as well as ice-skating
* Tractor-pulled hayrides and horse-drawn sleighrides during Autumn and Winter
Sauna room, steambath/hot-tub, indoor pool, exercise room with new equipment added could help us compete
with the higher end spa-type places.
* More amenities and activities
offered could expand our rates and target market segment, which would include
more affluent, younger,
Whether in-house promo production...(click)
* layout for web (TrinaJanura.com), * ad copy for print (Chartbeat
magazine co-editor), I have extensive experience in producing all these finished products within my own business.
MARKETING STRATEGY SUMMARY
Since December 2007, I have done extensive research in the elder care
housing market, including demographics for marketing, cost comparisons, dietary, activities and interests, health and well-being,
growing market trends, and just about every aspect of elder care housing.
Market research is showing
that people are staying healthier longer.
Therefore, although Emerald Acres is independent living,
we could still possibly attract an age span
of over 30 years;
from age 55 to 85 and beyond!
The 50 mile radius including the Greater Pittsburgh area, which recently has continually been voted a
top place to live and retire in the U.S., has a heavily weighted elderly demographics with a large baby boomer
population. It is also part of the RUSTBELT retiree segment.
Census, market research and numerous periodical articles in
the past TEN years have shown the Pittsburgh area to be a top choice for seniors to move.
Our internet advertising will attract people
from all other areas of the country who are considering living near this top-rated city with a "home-town pride".
Those who enjoy the change of seasons, cultural events, museums, college campuses, casinos, and of course the Steelers,
Pens, Pirates and other sports, will consider us, since we are only 45 minutes away, and our rates will average approximately
10% less than those places in Pennsylvania closer to Pittsburgh.
From the three rivers at the "Burgh", to Wheeling's Ogelbay Park &
Resort, to the Mountaineer Casino & Racetrack, to Tomlinson Run State Park & Pool, to the Star Lake amphitheatre,
to several beautiful area golf courses and country clubs, there are numerous nearby attractions for all youthful seniors.
One of our competitive edges is the beauty of our home and its
scenic country setting with pond & woods.
I will capitalize on these features with photos in all ads, and a website that can feature a video tour as well.
I will have display/print ads in Pittsburgh and local magazines and papers.
(Ex: Pittsburgh FiftyFivePlus magazine prints 20,000 publications quarterly, and Pittsburgh Senior Directory distributes
60,000 books annually to hundreds of locations such as senior centers, senior housing, and special event expos.)
I will advertise in senior directories nationwide
online. Several of these are free, and most have free listings for photos.(Ex: SeniorDirectory.com, 55+CommunityGuide.com,
ActiveAdultLiving.com, SeniorHousing.net, B&Bfinder.com, 55places.com, Retirenet.com, PrivateCommunities.com, SeniorHomes.com,
I will use radio spots, such as Adult Contemporary. Pittsburgh station WISH-FM with Delilah is
a perfect example, and I could do the voice-over for promotional ads, as she would. (Ex:
WISH-FM offers several packages, from 15 sec, 30 sec, and 60 sec spots with very reasonable rates on weekends and evenings.)
Just as the phenomenon "Happy" song went viral
with videos of everyone dancing, my own original song "Time Freeze" features a "live for today/forever
17" theme, and the twist is that seniors are dancing and having fun; A video promo
I will network
the area, post ads at the senior centers, referral agencies, and other places with (free) billboards.
I will post ads at over 50 places where
I perform, which are nursing homes that do not view us as competition. In fact, many assisted living/nursing homes in
the area would be happy to offer bulletin board space with our reciprocal reference.
Out of 9 lifestyle market segments of the "Over 55" age
group, we will attract most of our population from the following 4 segments:
Rustbelt Retirees: Married couples, with no children, or singles content to stay put in
Rustbelt industrial cities; 67 percent located in the Northeast and Midwest.
2) Prosperous Empty Nesters: Active, affluent married couples with no children
at home, transitioning from child-rearing to retirement; found throughout the US, with many located on each of the coasts.
83% of the oldest baby boomers are empty nesters.
3) Heartland Communities: Small-town neighborhoods with a country lifestyle
in the Midwest and South
4) Retirement Communities: Older, educated singles who live alone in multiunit
buildings or assisted-living facilities; found mostly in cities scattered around the US.
At first, we will
appeal more to the Rustbelt Retirees; those who already live in the area, and the 65+ older boomers, who look forward to
we grow, add amenities and expand our visibility online, we will attract a higher percentage of the 55-65 age
group (the younger boomers), and more of the affluent Empty Nesters from across the country, thus broadening those segments.
(sources: US census,
Click here for detailed marketing research from 2010 Census Data
TARGET MARKET STRATEGY
I've gathered brochures, menus, rates, postcards, activities, photos, videos, application
forms, move-out rules, dozens of insider information forms, and much more from successful retirement homes in
These invaluable pre-made
templates of this proven market research that I have collected is at our fingertips.
We can personalize our home project and our promotions, using
all of their successfully developed tools as a blueprint and guide, an asset worth thousands.
Our photo advertising will feature the beautiful setting of
our home and highlight the scenic countryside, capturing the beauties of each season. This is an attraction for
anyone who wants peaceful relaxation,including the Heartland Communities
segment, those who prefer a country lifestyle.
are unique in the area, as we exemplify the trend toward smaller and "homey", yet grand in our appearance.
And we will have most of the same wonderful features and amenities, in a smaller and more personalized setting.
A large facility
is for those who choose to live in a hotel.
who like the B&B atmosphere will choose us.
Click here for more photos of Mom & Dad at work!