Virtual Entrepreneur

Marketers Are Targeting Older Entrepreneurs

The older-entrepreneur start-up trend is a bonanza for companies from FedEx to Staples seeking new customers.

To capture more business, marketers are fine-tuning sales campaigns for older entrepreneurs, especially those uncomfortable with technology.

FedEx, which last year bought Kinko’s for $2.4 billion, wants to be the ‘back office’ for home businesses buying videoconferencing and other services. Its pitch: ‘You don’t have to worry about the technology,’ says Tom Leverton, FedEx Kinko’s senior vice president.

Office-supplies retailer Staples, focusing more on entrepreneurs ages 35 to 54, this year is rolling out more home installation for gizmos such as wireless Internet networks.

A single entrepreneur buys only so much. But older ones often hire other self-employed workers to complete projects. In the evolving economy, these ‘virtual teams’ flex big buying power, says Terri Lonier of Working Solo, a consultant to companies doing business with very small firms.

Bill Gluth, 54, has hooked up with a dozen other entrepreneurs since starting his small-business consulting firm in 2001. All of them have been within 5 or so years of his age. They often swap tips on computers, software and other gear, a trend recognized by marketers. ‘This is a golden moment in terms of reaching this demographic,’ Lonier says.