soaring sarasota marketing plan
TRANSCRIPT
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Soarin’ Sarasota
Ashley AlexanderTracy BrownElisha EvangelistoGregory FarrenkopfStephen FeathermanJason Valmoja
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Environmental Analysis
Demographic
Economic
Social
Climate
Technology
Political
Regulatory
External Factors to Consider:
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Environmental Analysis
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
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Environmental Analysis
Economic Factors
$0
$20,000
$40,000
$60,000
$80,000
SarasotaManateeFlorida*Includes margin of error based on a 90% confidence level
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Environmental Analysis
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
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Environmental Analysis
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
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Environmental Analysis
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
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Environmental Analysis
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
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Environmental Analysis
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
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Environmental Analysis
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
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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
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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
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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
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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
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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
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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
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Market Segmentation/Targeting
Special Occasions
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Market Segmentation/Targeting
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”
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Market Segmentation/Targeting
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
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Market Segmentation/Targeting
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
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Market Segmentation/Targeting
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
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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
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Things to consider… Who is riding?!?! How many of them?
3 main components of a basic balloona) Burnerb) Envelopec) Basket
The Basic Balloon
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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
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The Basic Balloon
Vs.
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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)
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Features Brunch or dinner &
champagne Special moment
photo & video service
Souvenir champagne glasses or a personalized remembrance plaque
A Personalized Experience(The Augmented Product)
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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
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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:
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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
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Per Adult: $189 Per Child: $149
Packages: Sweetheart:
$489 per couple Remembrance:
$1289 for up to 5 people
Step 6: Set the Final Price
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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.
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Special Occasions
Engagements Jewelers Promote
“Sweetheart” Package
Funerals Funeral Homes Promote
“Remembrance” Package
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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
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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
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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
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Customer Experience
Staff• Kind and knowledgeable• Courteous and timely• Helpful• Goal of Heterogeneity Pilots• Outgoing • Excited• Knowledgeable • Interested in customer’s experience
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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
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Customer Experience
• The excitement of a hot air balloon
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Customer Experience
• The experience of flight• A new perspective
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Customer Experience