Soaring Sarasota Marketing Plan

Soarin’ Sarasota

Ashley AlexanderTracy BrownElisha EvangelistoGregory FarrenkopfStephen FeathermanJason Valmoja

Environmental Analysis

Demographic

Economic

Social

Climate

Technology

Political

Regulatory

External Factors to Consider:


Demographic Factors

17.8

22.7

20.8

23

15.7

2012 Sarasota Popu-lation: 383,664

Distribution by AgeUp to 1920 to 4445 to 5960 to 7475 and over

22.6

26.620.3

19.3

11.2

2012 Manatee Popu-lation: 330,302

Distribution by AgeUp to 1920 to 4445 to 5960 to 7475 and over


Economic Factors

$0

$20,000

$40,000

$60,000

$80,000

SarasotaManateeFlorida*Includes margin of error based on a 90% confidence level


Social Factors There were 2,065 weddings in Sarasota in 2012 Approximately 58% of the current population is

unmarried

40.8

30.82.6

9.6

16.2

Sarasota Marital Statistics

Now marriedNever marriedSeparatedWidowedDivorced

43.7

28.82.2

9.5

15.8

Bradenton Marital Statistics

Now marriedNever marriedSeparatedWidowedDivorced


Social Factors Tourism:

The Sarasota-Bradenton area has 4.5 million visitors each year

Over 1.6 million travelers through SRQ annually

The Sarasota/Bradenton area has become a destination known for its beautiful beaches, outdoor activities, and upscale shopping and dining


Technology Factors

In 2012, 96% of the world’s Internet users indicated they accessed the Internet at least once a day

More than 90% of those surveyed indicated they use social media, with over 60% using it daily – an increase of 10% over the previous year

56% of American adults are now smartphone owners, up from 35% just two years ago

34% of American adults own a tablet


Regulatory Factors

Federal Aviation Agency Regulation Part 61: In order to fly paying passengers in the United States, a pilot must have a Commercial Lighter-Than-Air, Free Balloon certificate, issued by the FAA

Balloons must be certified and have detailed Annual Inspections by an FAA certified inspector

Must carry full commercial liability insurance for balloons


Political Factors

The Federal Aviation Administration is the national aviation authority of the United States of America.

As an agency of the U.S. Department of Transportation, it has authority to regulate and oversee all aspects of American civil aviation Nearly 3,000 aviation safety inspectors were furloughed as part of the government shutdown on Oct. 1st


Climate Factors

Florida Average Temperatures: January: High 71 Low 49 July: High 91 Low 73

Annual Florida Mean Precipitation: 53” Average Annual Rain Days: 107 The forecast is checked the night before and the

morning of flights with the air traffic control weather station

Competitors include other balloon businesses in that service the Tampa Bay area

Ariel Adventures of Tampa Big Red Balloon American Balloon Rides Soaring Adventures of America

Competitive Analysis

Located in Tampa Approximately 3 hours for entire adventure Views of Tampa Bay area including ranch

lands, rivers, and wildlife Champagne brunch upon landing Fly only on Saturday & Sunday mornings 2-4 passengers plus the pilot

Ariel Adventures of Tampa

Located in Tampa Flown over Northern Hillsborough and Southern

Pasco Counties Views of lakes, cypress trees, and wildlife Approximately 3 ½ hours Champagne toast and full sit down breakfast Small balloon carries up to 4, larger balloon 8-

10

Big Red Balloon

Located in Tampa Flown over East Pasco and Northern

Hillsborough Counties Views of Wesley Chapel, New Tampa, and

Lutz Champagne toast and light brunch 4-5 people plus pilot Secure parking at office location

American Balloon Rides

Nationwide company with balloon ride location in Tampa, St. Pete, Clearwater, and Sarasota

Flown over treetops and below the clouds Approximately 3 hour 1-4 or more guests plus pilot Champagne or fruit juice toast

Soaring Adventures of America

Soarin’ Sarasota will position itself to be the premier balloon ride experience in the Sarasota / Bradenton area

Our target market of tourists and special occasions will know our brand by name through our advertising

We will be known for our superior customer service and attention to detail

Customers will have a memory to last a lifetime

Positioning

Market Segmentation/Targeting

Special Occasions


Engagements

December is the most popular month to purchase engagement rings, with 12.3% of rings being sold in the that month

More than one in five engagements happens at Christmas

Saturday is the most popular day to pop the question

The average first-time groom is 27 years old, and first-time bride is 25 years old

About 84% of brides in the U.S. receive an engagement ring and some kind of “special proposal”


Memorial Services The death rate for Sarasota residents is higher

than the state average In Florida, cremations are now at 51% and that

has been steadily increasing In 2012, there were approximately 6,550

cremations in the Sarasota area


Tourists This area has 4.5 million visitors each year

Economic impact: Over $1.9 billion Average length of stay: 6.5 nights

Area attractions: Beaches Golf Yacht Clubs Sports facilities / events Theater and Arts Nature Preserves


Tourists – Natural Preserves Myakka River State Park is one of Florida's oldest

and largest state parks, consisting of 57 square miles of wetlands, prairies, and woodlands

Myakka is popular for hiking, fishing, camping, and wildlife observation

Last year Myakka River State Park had 425,377 visitors

The Product

1. a memory to last a lifetime

2. the basic balloon

3. a scenic adventure

4. a personalized experience

5. new balloon forms

Things to consider… Who is riding?!?! How many of them?

3 main components of a basic balloona) Burnerb) Envelopec) Basket

The Basic Balloon

The Basic Balloon

Burners run off of propane Liquid is quieter however

less efficient Envelope must be 77-105

thousand cubic feet to lift 2-5 passengers

Basket made of wicker to absorb impact, non-partitioned to allow passengers to be together

The Basic Balloon

Vs.

Duration = typically 3 hours

Location = 8-12 miles surrounding Myakka River State Park

Landing requires communication between the ground and air crews

A Scenic Adventure(The Expected Product)

Features Brunch or dinner &

champagne Special moment

photo & video service

Souvenir champagne glasses or a personalized remembrance plaque

A Personalized Experience(The Augmented Product)

1. Select the appropriate price objective: Initially survival Eventually maximum profit

2. Determine demand: Inelastic price

3. Estimate costs: Fixed, variable, and total costs

Pricing Steps

Local Competitors:

Soaring Adventures of America

Big Red Balloon

Aerial Adventures of Tampa

American Balloons

Per Adult $169.96 $185.00 N/A $189.00

Per Child N/A $160.00 N/A $125.00

Deposit Required: $50.00 per person

$75.00 for 1-2$150.00 for 3-4$300 for 5+

N/A N/A

Packages Available:

$339.90 for 2 $509.85 for 3$679.80 for 4

Sweetheart package $500 per couple

Only ride available is private couple package for $425

No packages offered.

Step 4: Analyze Competitor Price Mix:

Initially focus on target return pricing Eventually focus on competitive pricing Average cost from the competitors for an adult

is $181.32 Break even analysis: How many flights will we

have to operate to see a return if our investment is $80,050 and we charge $181.32 per adult?

442 passengers would need to fly before a profit is made by the company

Step 5: Select Pricing Method

Per Adult: $189 Per Child: $149

Packages: Sweetheart:

$489 per couple Remembrance:

$1289 for up to 5 people

Step 6: Set the Final Price

Distribution

Our service can only be offered to 5 customers at a time.

Weather depending we can only make so many trips a day and trips.

We cannot change the location or service to market to more customers so we will focus less on distribution and more on pricing and promotion.

Special Occasions

Engagements Jewelers Promote

“Sweetheart” Package

Funerals Funeral Homes Promote

“Remembrance” Package

SRQ, Venice, and Tampa Have brochures in stands that showcase local

attractions Local Hotels

Have brochures available to patrons at concierge and in “attraction stands”

Sarasota Visitor Center Have brochures in “attraction stands” and in gift

shop

Tourists

Website

Search Advertising Google AdWords

Only pay for results Expectation: Largest

source of new traffic Pre booking Clear Pricing Clear Directions Inclement Weather

Flying Area Map Photo Journal Area Hotels Customer

Testimonials

Shuttle Vans

Business name, contact information, and picture of balloon professionally painted on each vehicle

Domain Plates $39.95 for chrome

tag $44.95 for gold tag

Customer Experience

Staff• Kind and knowledgeable• Courteous and timely• Helpful• Goal of Heterogeneity Pilots• Outgoing • Excited• Knowledgeable • Interested in customer’s experience

Call and Make Reservation

Drive toRendezvous

Give Name To Driver

Walk to Staging area

Drink/Eat

Return to Camp Site/Parking Lot

Help with/WatchFlight Preparations

Cus

tom

er

Co n

t act

Per

son

(Bac

ksta

ge)

(Ons

tage

)Su

ppor

t P

roce

sses

Greet/ConfirmReservation

Greet/ConfirmReservation

Introduce Pilot/Pilot Greets

CustomerFlight Land

ServeChampaign/Food

Drive Back toRendezvous

Take Reservation

Drive CustomersTo Staging Area

Keep in ContactWith Pick up

Vehicle

Pick up Vehicle Drivesto Possible Landing site

Driver must be onTime, Van must be Clean and Fueled

Weather, Fuel,Certifications

Food/Champaign, Drinks,

Tables, Chairs

Phy

s ica

l Ev i

d enc

e

Parking Lot Camp site Flight Pick Nick Shuttle

Line of Interaction

Line of Visibility

Line of Internal Interaction

Soarin’ SarasotaOutside Park Staging Area

Picnic areaSet up

Experience anArial View ofMyakka State

Park

Potential Fail Point

Customer Experience

• The excitement of a hot air balloon

Customer Experience

• The experience of flight• A new perspective

Customer Experience