Starship
Back to the Future
The physical value chain from a global
perspective:
Support Activities:
• Technology Development
• Human Resources
Development
Service
Distribution&
Marketing
Fabrication
Refining
Basic Extraction
Virtual Value Chain & Information Operations
GATHER AND APPLY IN THE PHYSICAL REALM
STORE AND TRANSFORM IN THE INFORMATION REALM
APPLY
PRESENT
DISTRIBUTE
SYNTHESIZE
Infosphere
SELECT
ORGANIZE
GATHER
Initial Investment: Cabin Mockup
Proven ways to increase shareholders’
wealth:
 Find investment opportunities that beat the
market
 Stop non-competitive activities
 Pay out cash
 Spin off any divisions that can stand alone
  Be acquired by another company
Beechcraft’s Play:
 Find investment opportunities
that beat the market
  Stop non-competitive activities
  Pay out cash
  Spin off any divisions that can stand alone
 Be acquired by another
company
Starship Bottom Line
 October - November 1979:
Stock traded in the 30s
 November 16th: Stock broke 40
 December 31st: Stock broke 50
 February 8, 1980: Last trading day
Closed $61.125
Acquired by Raytheon
The computer simulates flight and shows
engineers the areas of greatest air pressure
Raw Material for Composite
Cutting Sheets and Testing Panels
Testing Complex Structures
 Rows of water jets
carry ultra-sound
waves through
fuselage as it
revolves
One of World’s Biggest Industrial
Autoclaves
Baking the Wing
Autoclave Can
be Used for
Large Parts
“Winding” the
Fuselage
  Continuous
filament wound
around mold and
cured
 Rotating arm
finishes the work
Advantage: Strength and Light
Weight
Innovative Controls
Construction Steps
Position 1
Position 4
Production
Floor
Position 2
Position 5
Position 3
Position 6
Lightning Strike!
Minor Damage Repaired Overnight
Maiden Voyage Overseas
An American in Paris
Most Significant
Composite Product of the
Year
 Starship wins Counterpoise
Grand Design Award from
among 143 contenders at the
SPI Composites Institute
Annual Meeting
Growth Option: Racing Cars
Beech Makes Graphite Winglets and
Landing Gear Doors for C-17
What are some other growth options?
www.hawkerbeechcraft.com