Strategic Marketing: review questions
Page 1 of 5 Copyright © 2006 Boeing; All Rights Reserved 12/18/2006
Major Components of a Typical Startup-Airline Business Plan
EXECUTIVE SUMMARY • Description of airline concept (scope, revenue/cost structure, service
offering, aircraft types, major markets served) • Target customer and perceived opportunity • Competitive advantage over incumbent carriers • Market share expectations and competitive strategy • Financial highlights: operating margin, profitability, etc. • Management team’s airline operations experience level • Capitalization plan and ROI expectations
INDUSTRY & TARGET MARKET Industry overview Target market analysis Economic state (GDP) Demographics / population Income statistics Growth rates Air travel market size and trends Forecasts for air travel O&D pax/cargo traffic demand by market COMPETITIVE ANALYSIS Incumbent airlines operating in the marketplace Current competitors’ market share by route Competitor service offerings (including aircraft type/age) Incumbent airline frequencies/schedules Fare comparison by service class and route Barriers to market-entry (gates, slots, bilateral agreements, etc.)
Page 2 of 5 Copyright © 2006 Boeing; All Rights Reserved 12/18/2006
SERVICE OFFERING Overall Concept Mission/Vision Statement Scope (domestic, regional, international, network) Markets to serve Headquarters / Airport base(s) Target customer segment Route structure (local, hub/spoke, point-to-point)
Frequency Schedule Product / service offering (drives cost structure) Seat pitch Seat assignments
Boarding process Service-class offering (economy, business, first, pods, beds)
Catering (hot meals, limited, purchase, beverage-only, etc.) Aircraft interior (leather, bins, window size, lighting, age, etc.) Duty-free / in-flight shopping In-flight entertainment (IFE) - live TV, internet, video Power / IFE at seat Kiosk/online check in Airport lounges Customer loyalty program (FF program) Amenities (towels, pillows, blankets, socks, eye masks, etc)
Aircraft Selection Capacity (pax/cargo) to meet demand Range to fly missions Economics for profitability Maintenance costs Fuel efficiency Reliability Engines (fuel/range/performance) Winglets (fuel/range/performance) Fleet commonality Avionics Buy/lease New/Used/Age Insurance (airframe, engine, pax/cargo liability) Noise/emissions
Alliances / code-sharing / partnering Service entry and growth strategy Sustainable competitive advantage
Page 3 of 5 Copyright © 2006 Boeing; All Rights Reserved 12/18/2006
OPPORTUNITY Estimated market share by market / route Fare pricing by class / route Load factor by class / route Expected operating revenue, costs, and margins Profit potential and sustainability Sensitivity analysis of profitability under various scenarios
MARKETING & DISTRIBUTION PLAN Marketing Strategy Marketing Mix (4Ps): Product (service offering) Price (fares) Fare structure Revenue management Pricing / yield Place (sales and distribution) Internet (direct) Internet (wholesale/3rd party) Call Center City Ticket Offices Airport ticket counters (walk ups) Global Distribution Systems (GDS)
Travel Agents Corporate sales Other (kiosks, etc)
Method (cash, credit, etc) Promotion (advertising) OPERATIONS PLAN Labor
Pay rates / scales Benefits In/out-sourcing Unions (contracts)
Administration Distribution Airport Operations Customer Service
Maintenance (line, light, heavy, equipment) Ground Operations (ramp)
Page 4 of 5 Copyright © 2006 Boeing; All Rights Reserved 12/18/2006
Dispatch Flight Operations
Training Fuel purchasing / hedging / policies Technology (IT)
ETOPS (if applicable) Cargo / Freight / Mail
Facilities / Equipment
MANAGEMENT TEAM Organizational Chart
Executive Biographies / Resumes (CVs) for the 5 key functions: Airport Operations Flight Operations Maintenance Operations
Finance Marketing & Distribution
Other Management (VPs) Independent Board of Directors Professional Advisors/Consultants RISKS AND MITIGATION PLAN Business model risk Market share penetration
Fuel costs Default on aircraft liabilities Safety Weather Geo-political Economic Regulatory Terrorism Infrastructure
Gates/slots availability FINANCIALS (5-year pro forma) Income Statement (P&L) Balance Sheet Statement of Cash Flows Airline operating statistics & financial ratios
Page 5 of 5 Copyright © 2006 Boeing; All Rights Reserved 12/18/2006
IMPLEMENTATION SCHEDULE Iterative Development Phase
Business plan development Financial model development Management team assembly Aircraft selection Investor “roadshow”
Launch Phase – 12-18 months Funded Certification Aircraft sourcing Certification Staffing Facilities / Equipment Begin Flight Operations – 0 to 12 months
Initial Growth Phase – 3 to 5 years CAPITALIZATION PLAN Capital Structure Key management team investment Startup capital needs Seed capital sources Aircraft financing Venture funding Equity Offering (if applicable) Cash required from investors Equity offer for investment Use of funds Anticipated return on investment (ROI) Investor exit strategy Timing
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