Crafted Unique Selling Position to Massive Boost Sales!

A private aviation company was struggling to differentiate itself from competitors in an ultra-competitive environment. With wafer thin margins, it seemed like the only way to stand out was to compete and market on price but this put the firm in a difficult situation as it meant the bottom line would suffer.

Through my research I looked at all the current personas that buy this type of service, then we looked at who absolutely couldn't do without private aviation, finally we posed the question 'what did these people really want out of a slick, efficient service like this?'. We developed a list of high-value personas and decided to start with presidential candidates (it was that time in the election cycle).

I believed the leverage point was to make some drastic updates to an existing client flight portal, making it more secure and adding easy check-in functionality. It was so good the Secret Service loved it and the process was quick, easy, and enjoyable for all involved.

This was our 'Blue Ocean', we made this our differentiator and the company ended up signing NHL, MLS, NLB, and NFL teams as well as many college teams, not because of price or the aircraft but because of how easy the process was for those making the decisions.