NRM Market Assessment
Data collected through April, 2007
This worksheet contains a fraction of the organizations and individuals that Ann Haebig and I researched. These are my (Rozie's) conclusions, with examples cited to illustrate the relevant points.
There really are few entities that address both a system of Examples: Target audience:
practical behavior change around money, values underlying Dave Ramsey Christians (although he has a broader market, this is the language/perspective he uses)
those behaviors and the economic society that individuals Share.Save.Spend. Children (parents)
Thrivent Financial for Lutherans Lutherans
operate within. They have a limited target audience.
Paula Langguth Ryan New Age "Law of Attraction" believers
Many entities address personality/attitudes underlying Examples: Target audience:
money behavior, but don't address values-based decision Suze Orman Women primarily
process: Robert Kiyoasaki/Rich Dad Men primarily (special side publication for women)
Public personal finance confessionals are very much the Examples: Products/Functions:
rage, with blogs featured in the NYTimes, and social pfblog.com Hosts and aggregates personal finance blogs
networking sites created. These blogs are a huge viral NetWorthIQ.com Public tracking of net worth with linked blogs
marketing coup, with "blogrolls" used to recommend other
Many entities are offering "group" networking, many Examples: Products/Functions:
groups/forums are about money and/or target a specific Yahoo offers discussion boards, blogs and groups
Craigs List offers discussion boards, and advertising of group mtgs
eBay offers discussion boards, blogs and groups
Examples: Target audience:
Ctr for New American Dream (CNAD) Mainstream, parents, businesses wanting to "green"
There is a growing body of anti-consumerism, I Buy Different (project of CNAD & WWF) Teens
frugal/savings and/or alternate-economy support entities. Freecycle, SwapAce Give-away, pay-it-forward hyper-frugal people
Business Alliance for Local Living Economies (BALLE) mall business owners/consumers
Simple Living America w/Wanda Urbanska Sustainable "Martha Stewarts", middle-income mainstreamers
Co-op America Environmentalists
There are many different magazines targeting specific Examples: Target audience:
demographics with specific information. Online magazines RealSimple Women who want more time
are increasing exponentially, with "channels" covering Green Money Journal Socially Responsible Investors
Natural Home Magazine Sustainable home-holding
Financial literacy is a HUGE growth industry, with funding Examples: Target audience:
pouring in and non-profit/business/govt. alliances forming. Jump$tart Coalition Children
America Saves Coalition Adult bank users
Almost all of the curriculum (900 different programs) deal
Operation Hope Low income/minorities (Southeast)
with same 90% simple financial concepts: creating "good
debt" and asset building. Nearly none address critical
thinking based on other than wealth accumulation.
Three main financial literacy market segments:
Almost all financial institutions/advisors now have online or in-person curricula: Emphasize investing
Debt counseling services/classes are mushrooming since bankruptcy bill passed: Emphasize living within means
Schools (and community development non-profits increasingly developing asset-building classes): Emphasize "responsible" debt and building credit rating (mortgages, credit cards)
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NRM Market Assessment
Our program is unique in it's comprehensiveness (no gap between hand, head and heart) and track record of successes.
Most of the curricula out there is ripe to cause disillusionment due to 1) real estate market crash 2) stock market volatility 3) inflation, etc.
There is a wealth of information and tools out there -- we can partner/refer, rather than compete/reinvent.
There are very few one-on-one mentoring programs, most individual advice is prescriptive, not necessarily empowering (consumer debt counseling, investment management, etc.)
There's a lot of money/interest/need out there for this work.
Viral marketing opportunities are rife, but involve regular maintenance/input.
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Friends of the Children
Brief Market Assessment
March 6, 2006
Program/Services/Curriculum/ Funding Model (if non-profit/social venture or for
Market Characteristics Summary Audiences Targeted Mission/Key Messages
Methodology profit) Products in addition to program/curriculumAnalysis of content Relationship to NRM URL
THIS IS ONLY A SAMPLING - REFER to FULL ASSESSMENT DOCUMENT for MORE DATA.
Simple Living Network online forum, links to "partner" organizations, YMOYL Sells NRM products, hosts
Clearinghouse for voluntary simplicity products, online study groups, database of VS and YMOYL Not very pretty, but full of information, products hard community forum, online
organizations. cultural creatives for profit, also provides free services
providing resources, tools, examples and contacts for conscious, simple, healthy and restorative living. study groups to navigate study groups
SLOW network: Motivational Speakers, equips people of faith to challenge
Alternatives for Simple Living
Workshop Leaders, Event Organizers, Project consumerism, live justly and celebrate resource guide, books, videos, CDs; newsletter, blog,
Workers and Discussion Group Consultants Christians, congregation organizers responsibly np, membership model, volunteer staff speaker/event clearinghouse Aligned. Comprehensive. Grant recipient
Partner anti-Martha Stewart PBS television Helped NRM found Sforum,
Simple Living America (Seeds of Simplicity)/ series w/ house party promo model, and with founder Cecile has volatile
Simple Living w/Wanda Urbanska university research projects and Cornell-based Middle class educated looking for Fosters balance and fulfillment in a relationship w/Vicki/felt
advocacy org CRESP. simpler life complex world np, membership model, partner with Cornell U and VU. Books, groups, house parties, newsletter, blogs unreciprocated support
We offer resources that make it easier to
Center For A New American Dream Comprehensive mainstream network & website live consciously, buy wisely, and join Clearinghouse for information and resources, online & Tons of resources, comprehensive anti-consumerism NRM helped start CNAD. As
to encourage shift against conspicuous and toxic with others in the New Dream local community, green living impact tracking(!), information, many ways to be involved/feel part of a of 4/07 listed as partner on
consumption to greener, simpler living. Mainstream families Community trying to make a difference. np advocacy and issue campaigns community. website
Simplicity Circles (Cecile Andrews) Simplicity Circles, small groups of people who Form strong supportive networks to Ally, peer pioneer in VS
gather together to help each other simplify their encourage lives that are inwardly rich Books: Circles of Simplicity; Slow is Beautiful, study movement, (co-founded
lives Vol. simplicity cultural creatives and outwardly simple np guides, podcast. Aligned. Comprehensive. SF?)
I Buy Different
Teaches kids to be different and think for You can make an impact on the world Ways to track impact, teams, local events, radio Hip. Lots of information. Talks up to kids instead of
themselves in how they spend money. Teens through how you spend money np - project of CNAD and World Wildlife Fund stories. dumbing down. Appeals to teen rebellious nature. NRM helped start CNAD.
Actively promote alternatives to the
Why Work? wage slavery mindset and "The Cult of
nformation, support, and resources for those the Job" which automatically equates Counter-cultural, comprehensive (pf to school to
looking for alternatives to traditional employment. Rebels having a job with making a living. np Web, resource list, online forum, articles, advocacy social), personal and cultural
Programs/Organizations specific financial
planners or firms that focus on value or ethically
based planning & investing
Practical, basic common sense. Many YMOYL
ALL DEBT IS BAD. Financial Peace: counseling (certification program), classes, web, dvd, appreciate his advice on "snowball" debt repayment
Dave Ramsey Beat debt…Build security, then serve video, workbooks, "envelope system" wallet kit, family & cash-flow planning. Addresses generosity as key
others. Keep investments simple - no & kid starter kits, radio & pod show, 60 Minutes to prosperity. Christian in language but not overt in
Snowball debt reduction "step" program. Christians in debt real estate, etc. FP, cross-marketing, memberships appearances, programs for church finances marketing. none.
Dedicated to Enhancing the
Art of Abundance (Paula Langguth Ryan, Performance, Success and Abundance
protégé of Catherine Ponder) new age prosperity/recovering from of Individuals, Organizations and Teams book, cd, workshops, coaching, newsletter, "Law of Attraction" based program, advice, coaching.
bankruptcy/tithing to abundance New-age debtors Worldwide FP teleseminars Affirmations, meditations, music.
“We will help individuals improve the
quality of their lives and help them $=Uses sleep audio programming. Workbook covers
Managing My Life Programs: Managing Your library of quality wellness resources to help become higher productive achievers. basics. At least pays lip service to aligning values.
Money individuals improve the quality of their lives and We will do this by providing individuals Encourages non-earned income (not sure if real
improve their productivity New age individuals and organizations and organizations with a library of fp, affiliate marketing dvds, wkbks, coaching, newsletter, affiliate program estate). Listed as SLN partner
Having a balanced and values-centered www.sharesavespend.com
approach to financial matters means
Share. Save. Spend. (Similar to Moonjar) Seminars, curriculum, study guides & aligning what you care about with how
paraphrenalia to get parents to teach kids values- you use your money. This becomes
based financial decision making skills. Aligned seriously complicated by the share/save/spend piggybank and other paraphrenalia Member of SF, YMOYL
w/YMOYL. Kids/parents compounding pressure on young people FP like grandparents-child journal. Holistic, aligned w/YMOYL. $lit: Your Values, Your
Very comprehensive. Free devotee
Choices, Your Money begins by building the http://www.thrivent.com/frater
foundation for making meaningful choices about nal/churchcommunity/curricul
money management by focusing on a person’s um.html
Thrivent Financial for Lutherans
"Delivering the financial expertise that Insurance, banking, investing, financial education, values and goals and the application of stewardship
Comprehensive suite of business lines revolving helps our members and communities planning services, charitable giving (targeting to financial decision-making. Finally, the impact of
around values-based financial management Lutherans thrive" FP "Fraternal benefit organization" Lutherans) and volunteerism chapters consumerism is woven throughout the curriculum none.
Programs/Organizations - (asset-building
programs, not nec. Values based)
coalition of consumer and community
organizations, corporations, business
organizations, federal, state and local
National Partners for Finanical Empowerment governments, and non-profit groups dedicated to
helping improve personal finance skills, including The key objective of NPFE is to bolster
money management, saving, investing and and support the work of its participating
credit financial lit orgs organizations np Very corporate-oriented
Dumbed down. Covers bottom of barrel basic math
journalist, author and motivational speaker offers There are only four things you need to and $concepts. Targetted to unliberated women,
Jean Chatzky: Make Money Not Excuses, in advice, book, weekly tv/radio appearances on do: Make a decent living, spend less doesn't address underlying behaviors. Advocates
conjunction w/"Oprah's Debt Diet" TODAY, Oprah. Organizes "MONEY GROUPS" than you make, invest the money you women should have own accounts, invest in own
to save and become "savvy shoppers". Oprah's don't spend, and protect your financial IRAs (even if not earning income) maximize income
debt diet tracks debt payoff. Women TV watchers world FP, website membership, affiliation with Oprah web, Q&A, section within Oprah's website and "work more". none.
National Association of Personal Financial
Advisors (NAPFA) Certification, training, resources, referrals for "Dedicated to the advancement of Fee- Conferences,affiliations, (CONSUMER EDUCATION
PFAs PFAs Only comprehensive financial planning" FP, membership & affiliations FDTN GRANTS) Need a membership to view.
The goal of the campaign is to convince www.americasaves.org
all Americans that they can build wealth
America Saves Coalition nationwide campaign in which a broad coalition and to assist them in doing so. pay
of nonprofit, corporate, and government groups Mainstream, and specific campaigns down debt, build an emergency fund,
helps individuals and families save and build like "Black America Saves" and save for a home, save for an education, NP, grant from GE Consumer Finance. 1000+ coalition, NPs, Track savings goals online, qtrly newsletter, access to
wealth. "Military Saves" or save for retirement. banks & C.U.s, tie in with Black Entertainment TV, US military free advice, notification of local resources, etc. Very basic.
Friends of the Children
Brief Market Assessment
March 6, 2006
"We hope to help educators, home www.teachingmoney.com
schoolers, parents and guardians,
Teaching Money.com individuals, and institutions teach money
Online resources and curriculum for instructors skills, while reinforcing basic math,
and parents teaching basic money skills or using reading, vocabulary, and other important Money lessons, lesson plans, worksheets, interactive Very comprehensive, very basic. Not values or
money to teach other basic skills Intructors, parents, financial advisors life skills." FP lessons, and informative articles critical-thinking based.
Teach and learn money skills, personal
Teachers, parents, guidance finance, money management, business, Money lessons, lesson plans, worksheets, interactive Runs gamut of basic, to fiscal oversight to how these
Curriculum for high school, earning counselors careers, real life skills, and more FP, membership lessons, and informative articles skills can help careers, business writing skills, etc.
Basic financial literacy website for kids Children & parents Co-owned by National Council on Economic Education and Northwestern Mutual
"Living a Better Life" & Self-
Deepak Chopra: Ayurvedic "science of life" Mainstream, entertainment-oriented
teacher/advocate spiritual, self-development and health Deep, mind-body holistic, spiritual, individual and
Ayurvedic: meditation, nutrition, yoga. seekers NP "Chopra Center" of coincidence and karma to meet your life goals
bringing forth a better world through a combination of personal and social transformation. Harness the power Seminars, books, Q&A, certification, newsletter, spa, cultural transformation.
The more each of us chooses to live
within a reality of sufficiency and
Victoria Castle: Trance of Scarcity/Castle www.castleenterprising.com
Executives, people who want inclusion, the quicker we will break the VC is friends with VR, VR
Enterprises 3 Part method for curing "not enoughness" maximum effectiveness, cultural Trance that now holds our world in its endorsed her book. Listed as
through somatics & personal story analysis creatives sway. fp book, tele-courses, seminars, indiv & corp. coaching Holistic, aligned SLN partner
Sinetar's goal is to help us learn and live
Sinetar, Marsha - Spiritual work our true vocation by seeing our daily
Do what you love and the money will follow and work in close connection with God's The Center: library of spiritual classics aligned with
many other books about the spiritual motivation for work Spiritually oriented workers work fp Marsha's books
Jim Rohn: Motivational Speaker
Motivational speaker: Business leaders, entrepreneurs FP, tie-ins with protégés ezine business, leadership, inspirational coaching
Motivational speaker, author: Erroneous Zones, www.drwaynedyer.com
Meditations for Manifesting, Staying on the Path,
Wayne Dyer: Power of Intention Your Sacred Self, Everyday Wisdom, and You’ll nine principles for realigning your
See It When You Believe It, Getting in the Gap, thoughts so that they correspond to your Pod, newsletter, appearances, inspirational cards,
10 Secrets for Success and Inner Peace, etc Softer, spiritual style. New agers? highest desires FP dvds Devotee of Ram Dass, aligned message.
Simple Living/Living Simply Books
Cecile Andrews: Slow is Beautiful; Circles of Simplicity Movement primer, created study "It's all about how we need to slow down focus on building community, creating support for Cecile leadership in
Simplicity circles on simplicity that are very aligned/often from our crazed lifestyles and focus on Tie in with Simple Living America (looks like Seeds of Simplicity Workshops, consultations, study group facilitation, personal change, and engaging in critical thinking for Sustainability Forum, sells
entwined with YMOYL circles cultural creatives what's important in our lives." was absorbed into SLA) articles societal change through SLN
Book goes beyond the books that tell you why to
simplify and how to simplify your life. This is the
book that tells all -- what has really happened in Compilation of research and opinions
Choosing Simplicity: Linda Breen Pierce the lives of real people who have done it. How based on three years studying people
does simplicity translate in our modern day-to- who have simplified their lives -- over
day world? Can people who embrace this Skeptics and those wanting role 200 people from 40 states and eight Overview of case studies - people living simplicity
lifestyle sustain it over time? models in simplicity movement. countries FP None. lifestyle. Forward in book by Vicki
VS was the seminal work of the
movement. Awakening Earth does
present the promising view that
Duane Elgin: Voluntary Simplicity (1981), humanity is roughly halfway through
Awakening Earth (1993), Promise Ahead (200) seven major transformations in culture
and consciousness required to build a Duane is member of
Philosophical book that started the modern planetary civilization that can endure nominal NRM "advisory
simplicity movement. Educated thinkers into the deep future FP Speaking The original classic board"
Shows you how to integrate life and
work. By shifting from solving problems
Bruce Elkin: Simplicity & Success (2006) Book approaches VS not from problem solving, to creating what matters most, Elkin
but from envisioning & goal setting written by People who want simplicity without takes you beyond getting rid of what you YMOYL devotee, friend of
"life coach." "dropping out." don't want. He shows you how to bring fp Coaching, newsletter Aligned w/YMOYL. NRM.
Typical women's magazine format and subjects, Simplistic magazine full of tons of "tips" about
but less emphasis on sex and fashion. "Its simplifying -- usually by purchasing services or
Real Simple Magazine concise, useful strategies, coupled with a clean, products. Not overtly about sustainability.
inspiring design, focus on making busy women’s Simplistically sites research to advise the gamut: it's
lives easier." Women do ads TV, "organizer"
"In essence, Real Simple helps its readersFP, what they need to do, so they have more time to enjoy what they want to do." for storing tips and topics. okay to use name recognition to select stocks, or none.
A Reasonable Life: Toward a Simpler, Secure, Argument for home gardens, family Seems completely self-righteous rant. Exactly the
More Humane Existence by Ferenc Mate (200) People who've become disillusioned businesses, and living in the country as thing that turns off everyone but the most idealistic
Simple living rant. with American Dream. cure to all modern ailments. FP None. puritanical back-to-the-lander.
Dave Ramsey: The Total Money Makeover, et.
Teaching financial literacy basics, financial self- www.suzeorman.com
Suze Orman: 9 Steps to Financial Freedom determination ethos. "Save yourself first" Very practical steps for financial self-care. Addresses
(1992), etc. response to co-dependent syndrome among Take responsibility for yourself, don't let books, web, forms, "emergency box", tv, radio, IDAs psychological reasons for behavior. Does not
women. Women mainly fear run your financial life. FP, tie-ins with Oprah (through Ameritrade) address larger social context as much. none.
Money is a result of wealth or real value, and We are shaped by our attitude to
sometimes only a symbol of it. It is not actually money, and our attitude to money is
Robert Kiyoasaki: Rich Dad Poor Dad, series real. What is real is what has generated the People who resent their parents? (just shaped by our fear. If we could change Covers financial intelligence and independence very
money: a business with revenues greater than kidding) People who don't want to be in our attitudes to risk and wealth, we well, but no mention of values, community, social
costs, a property with rent greater than mortgage the rat race. could begin to think, act and live like the FP, membership Workshops, games, web community, webinars responsibility. None.
Positive attitude motivational speaker of early
Napoleon Hill: Think and Grow Rich (1937)
Business leaders, entrepreneurs Positive mental engagement is key "Foundation" b classes online courses groups Classic of motivational speaking genre. none.
Friends of the Children
Brief Market Assessment
March 6, 2006
Stanley & Danko: The Millionaire Next Door research statistics and case studies prove Very heartening, practical, myth and hype-busting.
millionaires are normal, practical people who No advice, just data. POORLY written though,
have high net worth, not high consumption FP dull,poorly organized…
seven common denominators among those who successfully build wealth: including millionaires live below their means. They budget. They let their adult children make it on their own
Catherine Ponder: The Dynamic Laws of
Prosperity (1962) The Millionaires of Genesis, Books teaching that prosperity was first and One of the original positive thinking classics, from
etc. foremost a state of mind; a mindset of lack could Originally, Unity Church members Christian perspective, that is now supposedly
only manifest negative results. (new age Christians) FP More books discovered that money "The Secret".
Mammon is wealth that is worshipped for its own sake; it is wealth without God. Prosperity thinking, on the other hand, puts God first as the source of our supply. Why not admitin things like is important, and that it is basic to living a good life, wonderful if rightly used?
personal finance wisdom in the form of
George Clason: The Richest Man In Babylon, parables.These nuggets of wisdom were
1926 originally distributed as pamphlets at banks and
insurance companies during the 1920s. Mainstream financial consumers. get
you can live off your income, but you can'tFP wealthy off your income. You only get wealthy by investing Standard, ageless, common thinking
Loral Langemeier: The Millionaire Maker, series emphasizes aggressive, high-risk, multilateral Horrible! Does not address any of the factors of risk
investing and entrepreneurship and not to worry and psychological self-sabatoging that causes people
about debt People wanting to get rich quick. to lose as fast as they make.
James Steamer: Wealth on Minimum Wage
(1997) Financial mgt for the average person with low Low to lower-middle income young
income adults tips on saving, spending, credit, taxes, and more, so even a small salary can be stretched for lasting financial security He walks his talk.
Eker believes that we each possess a “financial
blueprint”, an internal script that dictates how we
T. Harv Eker: Secrets of the Millionaire Mind ( relate to money. This blueprint is created through
Motivational advice adopt mental attitudes that lifelong exposure to money messages. Change it.
facilitate wealth. fp, inner world! A lack Seminars, books, certification program
Your outer world is simply a reflection of youraffiliate marketing of money is not a problem, it is merely a symptom of what's going on underneath! Eker counsels for admiration and against resentment,