Business Plan Outline ACity of Kalispell - Airport
Business Plan Outline
Developed by Pati Heath
Submitted 8/13/03
1.0 Executive Summary
2.0 Situation Analysis
2.1 Airport Summary—
2.1.1 Demographics-Get airport and city specific
2.1.1.1 Who are they? Sex, age, education, marital status, size of family,
income, ethnic background, professional vs. non-professional, percent
of aviation families in area.
2.1.1.2 Where are they? Geographic location
2.1.1.3 Anything else?
2.1.2 Needs
2.1.2.1 What are they asking for?
2.1.2.2 What do they like best?
2.1.2.3 What do they hate?
2.1.3 Trends
2.1.3.1 Be specific about community and general aviation (homeland security
probably enters here)
2.1.3.2 Impacting quality
2.1.3.3 Industry Changes
2.1.3.4 Support tenant-construction activities
2.1.4 Growth
2.1.4.1 What is the potential?
2.1.4.2 Develop capacity to meet current demands and anticipated growth.
2.1.5 Economy of the Area—some information can be taken from/and updated from
the Final Environmental Assessment done by Peccia
2.1.6 Airport Economic Impact to City
2.1.6.1 What $ amount is brought in from business, tourism, etc.
2.1.6.2 Recommend study
2.1.7 Safety & Security
2.1.7.1 Maximize efficiency while improving security and appearance
2.1.7.2 FBO
2.1.7.3 Through the Fence Operations
2.2 SWOT Analysis
2.2.1 Strengths-Outline them all in comparison to the competition
2.2.1.1 Proactive Community Involvement
2.2.1.2 Service
2.2.1.3 Attributes
2.2.1.4 Price/value perception (self funding)
2.2.1.5 Quality
2.2.2 Weaknesses-Don’t miss any because it needs to be analyzed. Be sure to look at
Passive Community Involvement.
2.2.3 Opportunities—What do we see now, how about the future? How can we target
more opportunities
2.2.4 Threats—Give this hard thought—no surprises
2.3 Competition-
2.3.1 How competitive is the overall market?—Hangars, fees, space available, etc.
2.3.2 What is the overall scene?
2.4 Keys to Success—what is our vision
2.5 Critical Issues—What do we need to watch out for? Where do we break a leg?
2.6 Macroenvironment
2.6.1 What are the economic factors that will affect the airport?
2.6.2 What are the legal factors that may affect our market?
2.6.3 Are there any government factors we’ll need to keep in mind?
3.0 Strategies
3.1 Mission-Define the mission being sure it is parallel to the City’s.
3.2 Objectives-Set overall objectives with leadership approval. Talk about Organizational &
Operation Excellence. Outline Council or Airport Authority Role.
3.3 Financial Objective-Define expectation, be specific
3.4 Marketing
3.4.1 What are our products?
3.4.1.1 Hangars, Bare ground or City Built
3.4.1.2 Canopy Covers
3.4.1.3 Tie Down Contract
3.4.1.4 FBO Space (building, etc. provided?)
3.4.1.5 Anything else?
3.4.2 Who will we be marketing to?
3.4.2.1 Size aircraft?
3.4.2.2 Tourists, government, fire?
3.4.2.3 Off site business—motels, restaurants
3.4.3 How much of the aviation market do we want?
3.4.3.1 By geographic area? Which ones?
3.4.3.2 By industry? What is the focus?
3.4.4 Is there anything else?
3.5 Positioning
3.5.1 What % of the market do we hold?
3.5.2 Image
3.5.2.1 Do we want to be the leader? Or in the top of the pack? Cheap but
good or exclusiveness, customer-oriented or highest quality, or
convenience, or…..?
3.5.3 What position do we take with City Council or Airport Authority.
3.5.3.1 What do we want from them? Be specific
3.6 Strategy Pyramids
3.6.1 Build the overall pyramid
3.6.1.1 Strategy-most business plans are built from the top-level first. Focus
on specific areas, needs, and product or service offerings. What do we
want this to look like.
3.6.1.2 Tactics-follow and set marketing message and the way it should be
transmitted
3.6.1.2.1 Message, Media, Council, Pilots, etc.
3.6.1.3 Programs-provide the specific implementation
3.6.1.3.1 Events, Mailings, Advertising, Press Releases, etc.
3.7 Marketing Mix
3.7.1 Services and Service Marketing
3.7.1.1 Here describe the service line & each service in the line & what we
expect it to look like when complete---FBOs, Through the Fence
Operations.
3.7.1.2 What do we want to emphasize about each service.
3.7.1.3 What will the City provide and what will be provided by a contractor?
3.7.2 Pricing-Overall strategy
3.7.2.1 By Product (Tie downs, leases, etc.)--how are the prices decided?
3.7.2.1.1 Markup on cost, Competitive, below competition,
premium price—What do we want out of this?
3.7.2.2 Are our prices in line with our image?
3.7.2.3 Do our prices cover costs and leave a margin of profit? If not why are
we providing them? Explain.
3.7.3 Promotion-In our airport---what is it?
3.7.3.1 Define Strategy
3.7.3.2 Define Value
3.7.3.3 What are the things we want to say about the airport?
3.7.3.4 What are the promotional things we want to—and will do—at the
airport in the next year, 2 years, etc.?
3.7.3.5 Where and how do we want to promote?
3.7.3.5.1 Direct mail? How, why & to whom, & how often?
3.7.3.5.2 Telephone
3.7.3.5.3 In Person to other airports, pilots, communities
3.7.3.5.4 Print Advertising—what sources?
3.7.3.5.5 Web Advertising--what sights?
3.7.3.5.6 Why we have chosen these media areas.
3.7.4 Service
3.7.4.1 What are the expectations?
3.7.4.2 What services do we provide?
3.7.4.3 What are our terms (lease, monthly, etc)? Are they in line with image?
3.7.4.4 What does the Glacier or other GAs offer?
3.8 Marketing Research
3.8.1 Define how we expect to show:
3.8.1.1 Value of Services
3.8.1.2 Direct Mail
3.8.1.3 Advertising
3.8.1.4 Pilot Loyalty
3.8.2 Data, Data, Data
3.8.2.1 What is needed?
3.8.2.2 Economic Impact Analysis?
3.8.2.3 Development process costs (not just the FAA portions, but City, and
Private development costs for hangars, utilities, etc.
4.0 Financials, Budgets, and Forecasts
4.1 Break-even Analysis—What does it really take?
4.2 Revenue Forecast
4.2.1 Leases, Including sub-lease revenues---structure of contracts
4.2.2 Commercial Fees
4.2.3 Tie Downs
4.2.4 Fuel Tax
4.3 Expense Forecast—Cost Control
4.3.1 Leases, Including sub-lease revenues—consider collections, billing, legal, etc.
4.3.2 Commercial Fees
4.3.3 Tie Downs
4.3.4 Fuel Tax
4.3.5 Other Airport Expenses
4.4 Linking Revenue and Expenses to Strategy
4.5 Contribution Margin
4.6 Risk and Debt management
5.0 Controls
5.1 Implementation Milestones
5.2 Marketing Organization
5.3 Contingency Planning
5.3.1 Quarterly updates
5.3.2 What if?