Youth Suicide:

Youth suicide is focus of attention since many years and largely in Australia
because of rising incident. In recent survey it is found that rise in suicide is most rapid
between the ages of 15 to 19 years but there is a further increase between the age of 20 to 24 years.

Opportunity:
To understand the opportunity we need to analyse some statistics.
As per the WHO suicide data released on June 2015, Australia come at 63th rank for suicide death
among all the countries.

Age Group W is e Suic ide perc ent age of all deat h

85+
80-84
75-79
70-74
65-69
60-64
55-59
50-54
45-49
40-44
35-39
30-34
25-29
20-24
15-19

Males

10

Females

15

20

25

30

35

40

DEATH RATE FROM SUICIDE(Australia)

Males
20
16.8

16.5

15.8

15

Females

17.2

16.5

17.5

13.9

16.2

17

16.3

10
4.3
5

4.3

4.7

4.7

5.1

5.6

5.4

0
2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

Australia suicide rate over the years:

As from above graph it is clear that suicide rate is pretty much constant from 2004, and its not
decreasing after several steps taken by Australian government, agencies or some business
house.
Suicide rate is highest among the age group of 15-19, 20-24 and 25-29.
That means there is something lacking somewhere which needs to be identified.

Some Other Statistics which will tell us that there is opportunity in this area which needs to be
addressed.

Suicide accounted for 27.8% of all deaths amongst young men aged 15 to
24.
In 2013, 108 males aged 15-19 years (14.3 per 100,000), and 148 males
aged 20-24 years (17.7 per 100,000) died by suicide.
In the same year, 40 females aged 15-19 years (5.6 per 100,000), and 52
females aged 20 to 24 years (6.5 per 100,000) died by suicide.

Factors Responsible for Suicidal Tendency:

Sociodemographic factors:
Sex (female for self-harm and male for suicide)
Low socioeconomic status
Lesbian, gay, bisexual, or transgender sexual orientation
Significant life events and family adversity
Parental separation:
Adverse childhood experiences
History of physical or sexual abuse
Family history or mental disorder or suicidal behaviour
Bullying
Interpersonal difficulties
Psychiatric and psychological factors
Mental disorder (in particular, depression, anxiety, and ADHD):
Misuse of drugs and alcohol
Low self-esteem
Poor social problem-solving skills
Perfectionism
Hopelessness
By analysing above factors we can get our target customers as well as
Customers:
- General customers will be all the person who are depressed and need help
to make life easier.
- Specific target customer could be the persons who have done suicide
attempt.
- The Age group can be 15-44, age 70-80% of total suicide are fall within
this age bracket.
-

Besides Individual customers can be institutional such as:

School/colleges, where training can be provided and product can be sold.
NGOs, who are already working to reduce suicide. Possibility of cross
selling with those organisation.
Possibly tie up with govt. organisations working on this.

Competitors:
Competitors are basically Companies, Govt. Organisations, NGOs, existing
suicidal prevention organisations, some online websites as well as forums.
Here is some list:
Australian Institute for Suicide Research and Prevention
Website: www.suicidepreventionaust.org
Young and Well Cooperative Research Centre: For shaping mental health of young people.
Website: www.youngandwellcrc.org.au

SuicideLine (Vic)
Website: http://suicideline.org
Suicide Call Back Service
Website: http://suicidecallbackservice.org.au

SANE Australia
Website: www.sane.org
www.itsallright.org
View on your Business Plan:
- You can cover International market along with Australia but on strategic
Marketing point of view first choose one geography and gain expertise
then try to expand in to other geo.
- Another option for expanding your business into other geography is to
make strategic tie up with organisations who are strong hold in respective
geography.
As you are planning to introduce a flower extract based product, you can
always have option to tie up with players of respective geography who
have good hold over market but does not provides any product based
solutions.
Please use this for interactive view from WHO :
http://gamapserver.who.int/gho/interactive_charts/mental_health/suicide_r
ates/atlas.html

Please find additional excel sheet which has data for the above charts along with
world rank for suicide.
Youth Suicide
Graphs and Charts.xlsx