By Vincent Bivona Qualitative Analysis Customer Value Proposition Utilizing 19passenger plane initiate service from W Palm Beach to Orlando Lakeland amp Tallahassee by the end of 1994 including pointtopoint service and ID: 590882
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Slide1
Florida Air Case Study
By: Vincent
BivonaSlide2
Qualitative Analysis
Customer Value Proposition:
Utilizing 19-passenger plane, initiate service from W. Palm Beach to
Orlando,
Lakeland, & Tallahassee by the end of 1994 including point-to-point service and
flights coordinated with major jet airline connections.
Targeted customer segment: business travelers, pleasure travelers, & travel trade between these underserved Florida areas seeking convenient, affordable point-to-point service between West Palm Beach and these communities or connecting flights.
MVP at launch: 4 planes to complete two city-pair segments from West Palm Beach to Orlando and Lakeland (6 round trips/day btw. WPB & Orlando and 5 round trips/day btw. WPB & Lakeland)
Technology & Operations Management:
Gaining necessary capital from investors investing money into the company
Gaining airport accommodations and relationships with commercial airlines
Sorting out internal issues to form an effective management and operating system
Gaining liquidity for stockholders within the first 5 years of operation
Go-to-Market Plan:
Provide best transportation value to target customer segment through ads, radio, contests, promotions, Co-ops, 800 number, direct sales, discounts, frequent flyer programs, etc.
Offer free flights for all investors & family
Profit Formula:
The contribution margin (price of product – variable cost) will likely fluctuate with changes due to maintenance of outlying markets, load factor, gas prices, and unplanned malfunctionsSlide3
Quantitative Analysis
Florida Air has secured a commitment from Fairchild
Acceptance Corporation, Inc. for approx. $10,680,000
in
financing for the 4 aircrafts.
Florida Air is raising $1,500,000 in operating capital to achieve its growth targets based on forecasted earnings and expenses.
Proposes raising entire capital requirements through sale of preferred stock in 30 units of $50,000 each.
Florida Air hopes to gain liquidity for stockholders within the first 5 years of operation through:
1. a merger/buyout 2. an initial public offering 3. a stock repurchase program
Florida Air’s projections predict:
A
loss of money at the end of their first financial term (EBIT= -$391,377)
Largest growth in profit by the end of term 2 (EBIT = $1,208,597)
A steady increase in COGS, anticipating a growth in customers over time
The company’s gross margin will continue to grow along with their profit but profit drops in term 4 (EBIT = $
2,153,159) before seeing growth again in the term 5Slide4
Recommendations
In their search for capital, Florida Air failed to establish a
good MVP before launching their venture.
Because Florida Air failed to establish a MVP and instead
decided to bootleg in acquiring 4 planes before securing
capital, they are heavily reliant on investors investing in their company but lack valuable information to support the expected performance of the company.
I would personally not invest in Florida Air under the terms offered.
None of the projections about the company’s performance are supported by an reliable data.
There are a large amount of risk factors involved in Florida Air’s becoming a success, particularly:
Availability of
l
anding slots, internal issues with management, chance of inadequate funding, questionable competition with predatory pricing
These factors, coupled with the large overhead Florida Air has together make the future of the company highly uncertain and therefore not trustworthy.
I would have suggested Dan establish a “leaner” MVP (perhaps 1 plane) upon launching his venture, gather data on customers, pivot if necessary, and then present his business model to potential investors based on data supporting the projected performance of the company