Supersonic Business Jet

Project Attributes and Delivery Forecast

We created and globally fielded a customized web survey to determine purchase interest and to gather product attribute and price sensitivity feedback from prospective owners and operators of an in-development supersonic business jet. The project included a series of one-on-one meetings with key decision makers and high net worth individuals in North America, Europe, the Middle East and Asia Pacific.

Strategic Planning

Regional Aviation Development Plan

On behalf of a regional aviation association, we created a business aviation database, highlighting aircraft fleets, operators, suppliers, infrastructure, and the aviation legal and organizational framework. We assessed the region’s key successes, and identified and prioritized the primary challenges facing aircraft operators. We then crafted a strategic plan, outlining recommended steps and procedures to resolve or minimize the primary challenges facing regional aircraft operators through the year 2020.

Customer Service

Customer Relations Strategy Development

We have conducted multiple studies on behalf of one of the world’s leading business and general aviation aircraft manufacturers to refine the company’s understanding of the competitive environment, to benchmark key competitors, and to create go-forward strategies in customer service and support. These studies included an assessment of in-house versus 3rd party-provided maintenance, repair and overhaul (MRO) approaches, with a focus on North American and European operations.

Profitability

Assembly Plant Profitability Study

The general aviation and business aircraft manufacturer was interested in improving the performance of a business unit in which it had made a large capital investment in plant, facilities, tooling, and training, with government support linked to job creation in an underdeveloped region. This modern aircraft assembly plant was not achieving desired returns on investment, and product line margins were unacceptable. The consultant led a cross-functional team from strategy, business development, sales and marketing, supply chain management, finance, operations, and engineering over a 30-day period, ultimately leading to recommendations and a presentation to the CEO of the parent company.

Aircraft Interior Research

Aircraft Interior Options Study

The manufacturer of a new business jet family was interested in estimating the demand for various customized interior options and features, including cockpit, cabin, and other options. We conducted a study to evaluate the likely demand for each of a series of options (each incorporating unique cost, weight, performance, and product attributes) prior to aircraft certification. This analysis was helpful to the manufacturer in understanding customer tastes, engineering desirable options “packages”, and procuring and planning for the necessary production inventory. The OEM subsequently incorporated key recommendations of the study into its marketing campaign, including a new aircraft cabin and cockpit mock-up and updated marketing communications (aircraft and options brochures, specification and description document, product imagery, website).

Acquisition and Joint Venture

Fractional Ownership Business Creation

The objective was to establish an entry-level fractional ownership business to support the sales and marketing of new aircraft by a leading business jet manufacturer. The project involved identifying a target company for acquisition, negotiating the joint venture deal, developing and implementing a business plan, identifying key team players, and successfully launching the company.

Customer Intelligence

OEM Sales and Services

We have been engaged on multiple occasions by a leading aero-engine original equipment manufacturer (OEM) to gather customer intelligence on preferred approaches, likes and dislikes with the current levels of customer service provided in the industry. Methodologies for data collection included operator focus groups, survey questionnaires, and one-on-one meetings with aircraft owners, operators, flight and maintenance professionals, and MRO service providers.

Demand Assessment

Transborder Regional Aircraft

This two-pronged study involved estimating both market demand and market share for regional airline services following the proposed deregulation of transborder limitations on flight frequencies and airfares. The methodology included a regression analysis of both constrained and unconstrained demand, and a projection of traffic flows over competitive industry networks and schedules of both mainline and regional scheduled carriers. The research was instrumental in garnering public and private sector support for regulatory change and expansion of scheduled international airline services.

Industry Dashboard

Executive-level Industry Reports

We provided on-going support to an aero-engine OEM in the form of monthly state-of-the-industry dashboards. These are data-rich executive-level reports and presentations on the business aircraft industry, including a summary of competitive developments (e.g. deliveries, financials, order backlogs, new product development), economic and regulatory changes, and other issues of importance to the customer.

Customer Requirements

MRO Turboprop Engine

One of the world’s foremost independent MRO organizations engaged us to conduct a series of telephone and internet surveys of customers with the objective of determining upcoming overhaul and hot section inspection (HSI) opportunities, and more specifically accounts that were most amenable to a direct sales approach. The client was concerned about level-loading its facilities with work given the economic recession and reduced demand across the industry for MRO services. We supplied both the required research, an updated database to populate the client’s CRM system, and a strategic overview of the market prospects for the client’s range of services.

Sales Forecasting

New Personal Jet Family

An OEM with primary experience in FAR 25 and military aircraft development was seeking customer input regarding a conceptual design for a single-turbofan personal jet family. Our work included the development of a targeted worldwide survey of high-end piston, turboprop and light jet owners and operators to gauge their reaction to the design in relation to other aircraft in adjacent market segments. Data collection was performed through a blind, password-protected internet survey and focus groups. The final report was presented to the company’s senior leadership, and included a full-day workshop with the engineering design, development, certification, and business development team.

Product Development

Bolstering Demand for Business Jet

The aircraft manufacturer was discouraged with sales of its new-technology light business jet, which had absorbed hundreds of millions in capital but was not being enthusiastically received by the traditional owner base. The consultant initiated a voice-of-the-customer research study, reaching out to existing operators of the aircraft and others in step-up segments in the OEM’s product portfolio, as well as its competition. The consultant identified product, service and support, and marketing (price, product, place, promotion) improvements that could bolster demand. The recommendations were included in a product update (block point change) that was subsequently and successfully launched in the market.

Product Attribute Analysis

Determining Optimal Product Design

This conjoint analysis study included primary data collection through an internet-based survey to gather expert opinion on various combinations of business jet product attributes (cabin, range, price). Working closely with the product engineering team, eighteen different business jet designs were tested based on cabin, range, and price tradeoffs, and an optimal design was recommended for business case modeling and wind tunnel testing.

Focus Groups

Facilitation & Analysis of Feedback

We have been engaged on multiple occasions to organize and facilitate multi-city focus groups with business aircraft owners and operators. These focus groups have been primarily oriented towards new product development inititatives, where the feedback of customers is vital to the aircraft design process.

5-Year Business Plan

Business Plan for Manufacturer

This general aviation and business aircraft manufacturer engaged the consultant to develop and implement a strategic planning process for the entire business, and to lead the creation of the 5-year strategic business plan. Working closely with an integrated team of business leaders from both commercial and military business units, the project was completed over an intense 30-day period with the full support and confidence of the CEO and his leadership team.

Demand Forecast

Creation of 10-Year Forecast Model

We were hired to develop a 10-year demand forecast and market share model to estimate volumes for an all-new business jet for an existing OEM. Key considerations in the model included product attributes, pricing, branding, and “what-if” competitive reaction scenarios. The aircraft was subsequently and successfully launched.

Acquisition Assessment

Evaluation of Asset Acquisition

We were hired to evaluate the potential purchase of a piston aircraft manufacturer’s assets after the company had filed in the United States for Chapter 11 protection. We reviewed the competitiveness of the product line, the soundness of the company’s plan for emerging from bankruptcy, and made a recommendation as to how to proceed.

Market Requirements

Adjusted Product Positioning

This business aircraft manufacturer had been actively designing a family of business jets with a high degree of product commonality. Since initiating their design work, other competitors had announced new aircraft in adjoining market segments. The OEM engaged the consultant to work on-site with its design, program management, and sales and marketing teams to update prior research, develop a market requirements and objectives study, and recommend new product positioning (price, performance, product attributes) as a response to the competitive threat. These recommendations were enthusiastically embraced by senior leadership and the aircraft program management office.

Mediating Acquisition

Facilitated OEM Acquisition

We provided consulting services to a group of investors seeking to acquire the assets and product line of an existing business aircraft OEM. Our services included due diligence, product line financial planning, and introducing the senior leaders to each other.

Strategic 5-Year Plan

Plan for Regional Trade Organization

We were engaged to lead the development of a 5-year strategic plan for a business aviation trade organization in one of the world’s fastest growth regions. The multi-step, 4-month project included participating in a symposium to meet key stakeholders, begin to identify key issues specific to the region, and immerse the project team with local leaders and decision-makers. A web and telephone survey was created to generate a unique database to support the project and provide intelligence to the trade organization’s leadership team. A detailed list of priorities was established and a 5-year roadmap was developed to help guide the organization achieve rapid growth in membership and influence.

Rolland (Rollie) A. Vincent

President

With a 30-year background in aviation market research, economics and statistics, Rollie has held senior leadership positions in marketing, strategy, business development, and consulting. His roles have included Vice President of Strategy and Business Development at Cessna Aircraft, Director of International Airline Analysis at Bombardier Aerospace, Director of Marketing, Strategy and Business Development at Flexjet, and Director of Strategy and Communications at Learjet. At Cessna, he led the multi-disciplinary Strategic Planning Council and facilitated the company’s Product Planning Team with responsibility across the entire piston-through-jet product line. He began his aviation career as an economics and statistics analyst in ICAO’s Air Transport Bureau.

As a consultant, he focuses on aviation market research and forecasting, with a client base that includes the world’s foremost business aircraft manufacturers, their key suppliers, and the investment community. Since 2011, he has partnered with JETNET to develop and deliver JETNET iQ, a leading advisory service for business aviation. JETNET iQ’s unique features include independent, quarterly analyses of the state of the industry, including proprietary business aircraft owner/operator surveys and 10-year delivery and fleets. As an industry expert, he has spoken at a wide range of conferences and events, including Federal Aviation Administration (FAA), National Aircraft Finance Association (NAFA), National Aircraft Resale Association (NARA), Transportation Research Board (TRB), National Business Aviation Association (NBAA), Corporate Jet Investor, SpeedNews, Wichita Aero Club, and JETNET iQ Global Business Aviation Summits. A resident of Plano, Texas, he is a private pilot and holds a BA and MA in urban and economic geography and MBA in international business and marketing from McGill University.

Jennifer L. Nice

Director of Research and Analysis

Jennifer Nice has more than 25 years experience in corporate finance, banking, auditing, and economic and aviation industry consulting for institutions such as Royal Bank of Canada, RBC Capital Markets, and PriceWaterhouse. With a background in financial and data analysis, strategy, costing, and commercial real estate, she has led special project teams and held project management and managerial positions in finance and cost accounting.

At Rolland Vincent Associates, she designs and develops web-based surveys, cost and financial models, and analytical tools on aircraft deliveries, fleet and retirement forecasts. She maintains rigorous aviation survey databases, and develops tabular and graphical presentations of complex information that are tailored to a broad range of audiences. A resident of Plano, Texas, she has a Bachelor of Commerce in accounting from Concordia University and an MBA in finance and marketing from McGill University.