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Soul Plane

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by

Raven Moreland

on 4 December 2013

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Transcript of Soul Plane

Segmentation
Positioning
The ASIC Customers Satisfaction Benchmark

For the American Market
ACTIVITY
:-)
Airplane Simulator: Soul Plane
Raven Moreland
Kelley Frank
Hollis Owens
Katherine Fetscher
Ishan Zaman

Routes: Main and Regional
Premium Comfort

Routes and Comfort Strategy

Final Average Ethics: 30 %

Ethics Strategy


Regional, National, and then International
Market Expansion Strategy
Main Focus: Price
Secondary: Brand, mainly from National

Consumer Research-Aggregate

Main Focuses: Brand & Price


Consumer Research - National

National is clearly the largest market
Followed by International

Overall Market

*We thought we could only go into Regional


In the dark in terms of price

Main Focus after that: Scheduling

Consumer Research - Regional

Profit and Loss

Cash Flow

Balance Sheet

Balance Sheet
Cash Flow

Originally, aimed to be middle of the road
Reduced price significantly after Month 5

Ticket Pricing Strategy

Ticket Pricing Strategy

Cash Flow

Invest early, then scale back

Scheduling Strategy

Consumer Research-National

Groups 1 & 2 have the largest proportion of population

Recognized the importance of Price


Successfully bootstrapped our company


Built a self-sustaining company


Increased from 0% to 39%


Recognized the importance of Price

Successfully bootstrapped our company

Built a self-sustaining company

Increased from 0% to 39%

What Went Right?

Results Summary

Did not initially enter National/International market
Initially set our price too high
Did not find niche market early on
Did not sell stock
Did not invest enough









What Went Wrong?

Dramatically lowered price by $300


Dropped ethics to 0%


Stopped spending completely


Few/No investments after period 6




Risks

Questions?
Full transcript