Writing Sample 26: Business Plan Marketing-Driven Business Plan
SUNAIR JETS
PROPOSAL: MARKETING-DRIVEN BUSINESS PLAN
I. MARKET SEGMENT OVERVIEW
A. Customer Profile
SunAir Jets is a fixed base operator (FBO) located at the Camarillo Airport. Sun Air specializes in ground services for high-end business jets, from mid-sized aircraft such as the Dassault Falcon 50EX to large-cabin ones such as the General Dynamics Gulfstream G550 and Bombardier BD-700 Global Express. SunAir’s facilities are new and elegant, with lounges and available catering service. The company also offers charter flights, and hanger space, although the challenge at present is to increase transient fuel sales.
Corporate America uses approximately 5,000 pilots and 7,000 planes, so a compelling Sun Air message can capture a considerable amount of additional business by promoting the benefits of flying into Camarillo for Southern California business trips. Trips with final destinations in Ventura County and the northern/western parts of L.A. County are now primarily served by Van Nuys Airport (see Competitor Profiles). Once we clarify the benefits of flying to Camarillo, we must then turn that into a choice of Sun Air. Considering the company’s local competition, the choice is clear.
SunAir CEO Steve Lasseter affirmed in a follow-up e-mail that “SunAir’s goal is to improve its transient fuel sales. The challenge is two-fold: first, to make operators of jet aircraft aware of Camarillo Airport’s location as a viable [alternative] to other airports.” The second part of the challenge is “how to reach [the] target audience, what specific message(s) to sell and then how to convincingly relate that message.”