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HIGH FLYA$
SHANNON AHEARNFINANCE
TYLER KLIMEKTACTICAL
TREVOR HALLRESEARCH
RYAN GANTZERCOMMUNICATION
MAGGIE ELLISRESEARCH
ALEC REMALYSTRATEGIC
THE PRIVATE AVIATION INDUSTRY
“Over the past decade, there has been a radical change in how
business aviation is perceived: it is no longer seen as just a luxury but as
a business tool in emerging markets.”
Alexa Dalby
SMALL FLIGHT DEPARTMENTS
PROCONSULTING+CHARGE
DEVELOP A STRATEGY TO RETAIN CURRENT
AFTERMARKET CUSTOMERS (BEECHCRAFT, CESSNA, AND HAWKER TURBOPROPS AND JETS) AND WIN CUSTOMERS WHO ARE NOT CURRENTLY
USING OUR SERVICE CENTERS.
CUSTOMER ANALYSIS
Individual Owners
Non-ownersCorporate Non-owners
Individual Non-owners
Corporate OwnersFlight Departments
BOTTOM LINE
283 New Clients
IF YOU SPEND…
$750,000
$849,000 in fees per year
($250 monthly fee)
1,910 more service events
BOTTOM LINE
ADDITIONAL ADVANTAGES FOR TEXTRON
Bring in new clients no one is reaching
4-6 maintenance events per year for every plane
More open communication to small flight departments
More intel leading to innovative products and services
OVERVIEW 1. Research and Analysis
2. Customer Profile
3. Go-to-Market Strategy
4. ProConsulting+
5. Marketing Communications
6. Impact to Textron
MARKET TRENDS: SMALL VS. LARGE FLIGHT DEPARTMENTS
1,920 Flight Departments in the US
59%
41%
Small Flight DepartmentsLarge Flight Departments
…But continuously growing!
COMPETITIVE FORCES
IN-HOUSEPerforms smaller inspections and maintenance events
Readily available
Expert on specific planes
OUTSOURCEDPerforms all maintenance events: large and small
Parts are readily available
Outsource options: Corporate Service Centers, MROs, FBOs,
SWOT ANALYSIS
S W
O T
- TRU Simulation Program for Mechanics (2016)
- Easy access to parts and part distribution
- 21 service facilities and 60 mobile service units
- 80% of small flight departments use Textron aircrafts
- FAA requires an annual training program for mechanics
- Flight departments contract bigger maintenance events (major repairs and overhauls)
- 11% growth in private aviation
- Inconsistency with mechanic-owner relationship
- Expensive services
- Unclear communication in regards to service facility capabilities
- Strong relationships between flight department and in-house mechanics
- Small flight departments are price sensitive
- Competitors have effective communication over services they perform
Small Flight Departments1-2 Planes in the Department
Little financial resources
Pilots carry most of the responsibilities
Minimal in-house technical support
Outsource major maintenance events
WHY DO SMALL FLIGHT DEPARTMENTS NEED OUR SERVICES?
Reduced Downtim
e
Small Flight Departmen
ts
Access to
Experts
Decrease Risk
Increase Efficienc
y
SMALL FLIGHT DEPARTMENT PROFILE
EXAMPLE: FLIGHT CORP.
PROACTIVE SUPPORT. PERSONAL SOLUTIONS.
Planes2 Aircraft with one being
a Citation
“With limitations to our resources, our flight
department struggles to find the adequate
help we need”
Flight Corp. Director of Maintenance
PROCONSULTING+
ProAdvantage+ Service Facilities and Mobile Service
Units
TRU Simulation
ProConsultants
WHAT DOES FLIGHT CORP. GET FOR $250/MONTH?
ProAdvantage Program
Discounted price
Charge by flight hour
Establish a cap on maximum flight hours
Service Facilities
and Mobile Service Units
Discounted price
Must bring overhaul events to the Textron facilities
TRU Simulation Discounted Price for Technician training
RESPONSIBILITIES OF THE CONSULTANTS
Available 24/7
Face to face interactions by traveling to flight departments
Diagnose problems and provide efficient solutions
Assist with small technical questions
Provides easy access to parts, service facilities, and technician training
DISTRIBUTION OF PROCONSULTING+
HOW DOES FLIGHT CORP. SIGN UP?
After signing up…Given an account
on the Textron website
Face to Face with the
Consultant
Online Application
Over the Phone with the
Consultant
Mail-In Application
PROACTIVE SUPPORT. PERSONAL SOLUTIONS.
MODIFICATIONS TO THE TEXTRON WEBSITE
Flight Department Portal
Provides all contact information of consultant
Schedule and track maintenance events and billing
Link to E-Commerce website to purchase parts
Educational tutorial videos
OTHER ADDITIONS TO THE WEBSITE
Flight Department Portal
ProConsulting+
Overview of ProConsulting (services and price)
Contact information
Application
Consumer Reviews
Tabs under PC+
MARKET COMMUNICATION
TRADE SHOWS - NBAA 2015
30%
OtherAttorney, Finance, and BankingSales and MarketingFlight DepartmentExecutive Management
MARKET COMMUNICATION
TRADE SHOWS - NBAA 2015
Influence on company purchasing decisions:- 50% evaluate and recommend products/services purchased
- 37% have final say on products/services purchased
- 20% specify supplier
26,000 ATTENDEES
TRADE SHOWS
CONTACT PROSPECTIVE CLIENTS
SET UP MEETINGS AT THE TRADE SHOW TO PRESENT
PROCONSULTING +SEND OUT DIRECT MAIL
Pre-Show Tactics
NETWORK AND CONVERSE WITH
PROSPECTIVE CLIENTS HIRE PROFESSIONAL
ATTENDEE QUALIFIERS
During the Show
NBAA - PROFESSIONAL ATTENDEE QUALIFIERS
$35,000In revenue for a new
client
100Leads for each for each Professional Attendee
Qualifier
30% $10,500Profit Margin In Profit for one new
client
If we bring 5 Professional Attendee Qualifiers to trade shows we already plan on attending…
If 10% of all the leads lead to new clients….
$500,000In total profits from the NBAA Trade Show
SEMINARS
HOST SEMINARS AT TEXTRON FACILITIES2 day seminars
Available for technicians and Chief Pilot
All food and hotels paid forPromotional giveaways
available
DAZZLE THE FLIGHT
DEPARTMENTS
TEXTRON SEMINARS
ITINERARY FOR SEMINARS
12-12:30pm Check-in at Textron
12:30-1:30pm Introductions and Lunch
2-4pm Maintenance Workshops
4:30-5pm Break (Snacks provided)
5-6:30pm TRU Simulation Overview (Information Session and Tour)
7=9pm Dinner hosted by Textron
9:30pm Check-In at Hotel and End Day 1
9-10am Breakfast
10:30-12:30pm
Flight Department Operations Workshop
1-2:30pm Lunch
3-4:30pm Tour of Service Facilities and Mobile Service Unites
5pm Wrap Up and End Seminar
Day 1 Day 2
PROACTIVE SUPPORT. PERSONAL SOLUTIONS.
MARKET COMMUNICATION: PERSONAL SELLING
COMPREHENSIVE FLIGHT DEPARTMENT ASSESSMENT
Consultant Visits the Flight Departments (Free of Charge)
Interview Employee
s
Evaluate Safety and Technician Capabilities
Review Relevant
Documents
Analyze Operational Processes
AFTER THE ANALYSIS…
Meet with the Flight Department to Discuss findings
Offer help through our ProConsulting+
Program
PROACTIVE SUPPORT. PERSONAL SOLUTIONS.
MARKET COMMUNICATION: PERSONAL SELLING
DIRECT MAIL
POSTCARDS Key Features of the Program
SQR Code Linked to the website
Contact Information
ON THE BACK
PROACTIVE SUPPORT. PERSONAL SOLUTIONS.
ON THE FRONT
NATIVE ADVERTISING
FEATURED ARTICLE
“It has been found that the less an advertisement looks like an advertisement, and
the more it looks like an editorial, the more readers stop, look and read.”
David Ogilvy
Introducing the new product
Testimonials from satisfied clients
Problems in the Flight Department Prior to ProConsulting+
Quarter 2 and 3Continue to promote
ProConsulting+
Perform comprehensive analysis
Host seminars
IMPLEMENTATION INTO THE MARKET
PHASE 1: THE SOUTHEAST AND TEXAS
Texas, Florida, Georgia, South Carolina, North Carolina,
Virginia, and West VirginiaPhase 1 Test MarketOther States
Quarter 4 and 1Promoting ProConsulting+
Setting up websites and accounts
Training consultants
Creating tutorial videos
IMPLEMENTATION INTO THE MARKET - YEAR 1
PHASE 1A
Tactic Total3 Native Advertisement Ads $90,000
Website Redesign $40,000
Direct Mail - 200 Postcards $100
Create 5 Tutorial Videos $20,000
Train Consultants in Southeast $100,000
Total $250,100
Quarter 4 and Quarter 1
IMPLEMENTATION INTO THE MARKET
PHASE 1B
Tactic Total2 Native Advertisements $60,000
Perform Comprehensive Flight Department Analysis
(includes cost of travel for consultants)$100,000
Host 2 Seminars $30,000
Resend 200 Postcards $100
Total $190,100
Quarter 2 and Quarter 3
CONTROL MONITORING
KEY PERFORMANCE INDICATORS
Conversion RateCost per Acquisition
Revenue per Acquisition
(including all services used)
Percentage of Customer
Issues Solved in First Form of
Contact
Deviation of Planned Budget
Recorded Downtime for Maintenance
Events
Customer Satisfaction
Return on Investment
PROACTIVE SUPPORT. PERSONAL SOLUTIONS.
IMPLEMENTATION INTO THE MARKET
PHASE 2: NATIONAL EXPANSION
Year 2
Run extensive analysis on program
Train more current employees
Continue promoting via direct mail and advertisements
Enhance website with new videos
Host more seminars
Invest more in successful market communications
IMPLEMENTATION INTO THE MARKET
PHASE 2Year 2 (Tentative)
Tactic TotalExtensive Analysis of Program $10,000
Training Consultants Across US $100,000
Create 5 more Tutorial Videos $20,000
Postcards $500
4 Seminars (1 per region) $60,000
More Comprehensive Analysis $100,000
Additional Money Spent on Strong Market Communication $19,300
Total $309,800
Comprehensive Analysis of
Phase 1
IMPLEMENTATION INTO THE THE MARKET
TOTAL COST
Phase 1A = $250,100Phase 1B = $190,100Phase 2 = $309,800
$750,000
With $750,000 and Our Help Through….
PROCONSULTING+
$849,000 in fees per year
More Maintenance Events and
Clients
Establish Strong Brand for Service
More Intel for Innovative
Products/Services
Open Communication to Customer
Base
In 2 years,
will have…
APPENDIX
▸ Research: 25 In-depth Interview and 60 hours of secondary research per person
▸ Seminar Schedule
12-12:30pm Check-in at Textron
12:30-1:30pm Introductions and Lunch
2-4pm Maintenance Workshops
4:30-5pm Break (Snacks provided)
5-6:30pmTRU Simulation Overview (Information Session and
Tour)
7=9pm Dinner hosted by Textron
9:30pm Check-In at Hotel and End Day 1
9-10am Breakfast
10:30-12:30pm
Flight Department Operations Workshop
1-2:30pm Lunch
3-4:30pm Tour of Service Facilities and Mobile Service Unites
5pm Wrap Up and End Seminar
APPENDIX
PHASE 1B
Tactic Unit Cost Total2 Native Advertisements $30,000 $60,000
Perform Comprehensive Flight Department Analysis (includes cost of travel for consultants)
$3,000 $100,000
Host 2 Seminars $15,000 $30,000
Resend 200 Postcards - $100
Total $190,100
Quarter 2 and Quarter 3
APPENDIX
PHASE 1A
Tactic Unit Cost Total3 Native Advertisement Ads $30,000 $90,000
Website Redesign - $40,000
Direct Mail - 200 Postcards - $100
Create 5 Tutorial Videos $4,000 $20,000
Train Consultants in Southeast - $100,000
Total $250,100
Quarter 4 and Quarter 1
APPENDIX
PHASE 2
Year 2 (Tentative)
Tactic Unit Cost TotalExtensive Analysis of Program - $10,000
Training Consultants Across US - $100,000
Create 5 more Tutorial Videos $4,000 $20,000
Postcards - $500
4 Seminars (1 per region) $15,000 $60,000
More Comprehensive Analysis - $100,000
Additional Money Spent on Strong Market Communication - $19,300
Total $309,800
Comprehensive Analysis of
Phase 1