Compass Caribbean Air
Kathryn O'Neil
Nate Mitchell
Mission Statement
Vision Statement
Mission: To provide a more luxurious,
reliable means of travel for our customers.
We will exceed expectations in customer
service, and accommodate any needs of
our customers.
Vision: By keeping fares competitive to
airlines such as Delta, JetBlue, and AA,
we will gain a competitive edge on both
the cruise and airline industry.
Philosophy
Our philosophy states that first class service
is our priority, and flying around the
Caribbean is our passion. By turning our
passion into a business, we are able to
operate a successful charter company and
share our love for travel with our
customers. We work off of your schedule,
not the other way around.
Research
http://www.usatoday.com/story/cruiselog/2013/03/18/carnival-cruise-triumph-dream/1996109/
Cruisin' Takes A Bruisin' In Eye of PR Storm
http://www.usatoday.com/story/cruiselog/2013/03/05/cruise-poll-carnival-triumph/1964977/
Poll: Trust in cruise lines down after Carnival fire
http://abcnews.go.com/GMA/video/carnival-cruise-ships-malfunctions-lead-call-passengers-bill-18753454
4 Carnival Cruise Ships Experience Malfunctions in One
Month
http://www.usatoday.com/story/cruiselog/2013/03/20/carnival-cruise-sailings-canceled/2001949/
Carnival Cancels 12 More Sailings
http://abcnews.go.com/Travel/carnival-cruise-woes-technical-issues-cut-vacations-short/story?id=18744732
Carnival Cruise Woes: Technical Issues Cut Vacations
Rationale
The cruise line industry has been taking a hit
after hit ever since the Costa Concordia
accident back on January 13, 2012. With
Carnival now in the spotlight for ship
problems, such as engine fires and
sewage overflows, people are now looking
for a better, more reliable way to travel.
Travelers want to visit more popular and
remote locations in the Caribbean without
paying overwhelming fare charges on
Growth Potential
With regular customers and references, and
we will be able to expand our operations
into the Mediterranean Sea.
Business Model
Brick-And-Mortar. We are structured as a
Brick and Mortar company because our
locations are based at airports all around
the Caribbean. We have special facilities
for passengers, our crews, and hangers
for our airplanes. Although we have a
strong online presence, we do offer a reallife service that involves human
interaction.
LOCATIONS
Miami International Airport
(Northern Hub)
We would lease parking and hangar space
based out of the General Aviation Area of
the airport. It is an area that suits our planes
needs and we will not be in over our heads
with all of the larger airlines around us. We
can also lease a building on the perimeter of
the tarmac to act as our terminal. We will run
flight operations around the clock daily.
WE ARE HERE
Main Terminal
WE ARE HERE
Main Terminal
Puerto Rico - San Juan
Southern Hub
We would use the General Aviation Area of the airport to
use as our Southern Hub. It is an international airport so we
will be out of the way of the larger airlines. There are
hangars and buildings to act as our flight operations area,
maintenance, and terminal. Flight operations will run
around the clock daily.
WE ARE HERE
MAIN TERMINAL
Hubs and Destinations
Northern- Miami Int'l Airport, (MIA)
Southern- San Juan, Puerto Rico (SJU)
Both Hubs
Jamaica - Montego Bay (MBJ) Hilton Rose Hall Resort and Spa
Bahamas - Freeport (FPO) Our Lucaya Reef Village
Bermuda - Hamilton (BDA) Clear View Suites & Cottages Hamilton
Anguilla - Wall Blake (AXA) Shoal Bay Villas Hotel Anguilla
Barbados - Bridgetown (BGI) Barbados Hilton
St. Maarten - (SXM) Sonesta Maho Beach Resort
Turks and Caicos - Providenciales (PLS)
Dominican Republic - Punta Cana (PUJ) , Santo Domingo, (SDQ) Hilton Santo
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Domingo
Cayman Islands (GCM) (type "Cayman Islands Hotel" in google maps, lots
of options)
Virgin Islands - Tortola (Beef Islands) (EIS) The Ritz-Carlton, St. Thomas
Curacao - Willemstad (CUR) Couldn't find?
St. Kitts- Basseterre (SKM) Only has marriott.
Trinidad and Tobago- Port-Of-Spain (ANR) Hyatt Regency Trinidad
Aircraft
Aircraft - Long Distance
For Longer Flights - Private jets for better speed, range,
and comfort for the passengers.
* Hawker 700A - The Hawker can seat 10 people. It can
cruise at a speed of 435 Knots and a range of 2,170
Nautical Miles. The interior is designed for comfort by
having quality seats as well as food and beverages on
board. http://www.controller.com/listingsdetail/aircraft-for-sale/HAWKER-700A/1980-HAWKER700A/1207745.htm
* Learjet 35A - The Learjet 35A can seat 10 people. It
cruises at a speed of 459 Knots and has a range of
2,708 Nautical Miles. The inside will be stocked with food
and beverages in order to keep the passengers
comfortable. http://www.controller.com/listingsdetail/aircraft-for-sale/LEARJET-35A/1981-LEARJET-
Aircraft - Shorter Distance
Beechcraft King Air 350 Turboprop - The
King Air can seat 10 people. It cruises at
313 Knots and has a range of 1,606
Nautical Miles.
http://www.bellaviation.com/aircraft_turboprop_king_air.htm?gclid=CNyB3tebnbYCFUWd4Aod_1kApw
Beechcraft King Air 200 - The King Air 200
can carry 10 people. It cruises at 289
Knots at a range of 2,075 Nautical Miles.
http://www.controller.com/listingsdetail/aircraft-for-sale/BEECHCRAFT-KING-AIR-200/1981-BEECHCRAFT-KING-AIR200/1253037.htm
Cessna Grand Caravan - The grand
Caravan can seat up to 14 passengers. It
cruises at 157 Knots at a range of 1,163
Nautical Miles.
http://www.trade-a-
plane.com/detail/TurboProp/1998/Cessna/Caravan+208B+Grand/1620520.html
Financing
Costs of equipment
Hawker 700A $575,000
Learjet 35A $550,000
Beechcraft King Air 350 $750,000
Beechcraft King Air 200 $795,000
Cessna Grand Caravan $600,000
PARTNER
HOTELS
Partner Hotels and Resorts
Marriott Hotels, Suites, and Resorts
* Conrad Resorts
Waldorf Astoria
Hilton Hotels
Doubletree
Embassy Suites
Hilton Garden Inn
Hampton Inn & Suites
Homewood Suites
Home2 Suites
Hilton Grand Vacations (Timeshare)
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JOBS
Professional Development
Education - Pilots will need to have their
Commercial Multi-Engine License. We
expect that the only training necessary will
be learning to fly our specific aircraft.
Experience - Captains are expected to have
at least 7 years of flying experience. First
Officers can be fresh out of school with
their ratings, ready to land their first job.
First Officers will earn flight time by
working on the ramp with the ramp crew.
Job Positions On the Flightline
Pilot - Fly The Airplanes
First Officer - Assist Pilot With Flying
Operations and Assist Ramp Crew with
preparing the airplane for flight.
Ramp Crew - Prepare airplane for flight.
(Fuel, luggage)
Maintenance Crew - Maintain airplanes
Job Positions in Management
Terminal Attendant - Handles passengers
and their luggage. Provides information
on the flight and helps waiting passengers
in any way.
Ticket Attendant - Sells tickets and gives
information on flights.
Travel Consultant - Helps people find where
they would like to go. Helps people find
hotels and resorts on their destination.
SWOT
Strengths - Convenient services/locations.
Weaknesses - New company coming into a
competitive market.
Opportunities - The recent troubles with
cruises. Larger airlines don't access some
locations that we have.
Threats - The cruise industry can come back
strong and other airlines already operating
in the area.
Competitive Advantage
Our advantage over our competitors is our
reliability and convenience. With cruise
ships crashing and having mechanical
issues, people will want another way to
travel. Our advantage over other airlines is
our flexible fleet of aircraft that can land
where big airplanes flying for an airline
cannot. This will also keep prices lower.
We fly on a schedule and we can fly on
your clock as well. We are completely
TARGET MARKET
Demographics
Males and females age 35-75. Married or
single, mainly caucasian.
Geographics
Lives in middle-upper class housing,
whether its an apartment or suburban
home.
Psychographics
Wants to go on a vacation of a lifetime, but
doesn't want to be restricted to a schedule.
Business Card
Letterhead
A Class-A fleet of luxury aircraft
ready to take you anywhere in
the Caribbean.
Our fleet of aircraft consists of top of the line
luxury airplanes. We are prepared to fly
you far or near to your location. All of the
planes are equipped with leather seats.
Our airplanes also come stocked with
complimentary Coca-Cola products.
Hawker 700A
It is a medium-sized corporate jet, the Hawker Bechcraft 700 is a light-to-mid
size jet based on the 800 model. The Hawker 700A has more baggage
space and a larger cabin than its predecessor, even claimed as the largest
cabin in the class by Hawker. Like the entire Hawker family, the aircraft
upholds the company’s high reliability and performance standards.
The Hawker 700 A’s biggest advantage is in its cabin, a fuselage-stretch
modification first enjoyed by the -800 series. The cabin measures 21.3 feetlong, 5.7 feet-high and 6 feet wide, almost comparable to the class above.
This space is plenty big to accommodate ten passengers, a forward galley,
a roomy lavatory, and a closet and baggage compartment. (The aircraft has
a total of 79 cubic feet of baggage storage.) For even more amenities, the
cabin comes equipped with the Airshow 21 cabin management system,
providing user-friendly, LCD screens at every seat and VIP control of cabin
temperature, light and entertainment systems. Superior travel is inevitable in
the Hawker 700 A’s cabin.
Learjet 35A
A maximum of ten passengers can travel in the Learjet 35’s cabin. It is 12.9
feet long, 4.9 feet wide and 4.3 feet high. There are 40 cubic feet of
baggage space, enough to hold about eight standard-sized suitcases.
The Learjet 35 is known, above all, for its range. It can fly 2,056 miles nonstop.
The Learjet 35 offers more than range: it has good handling characteristics,
a low fuel burn, and fast cruise speeds as well.
The Learjet 35 has a relatively long range for a private jet and can cruise at
speeds as high as 451 knots, or 424 knots with ten passengers. Fuel
consumption is excellent: the 31A burns 197 gallons of fuel per hour.
Beechcraft King Air 350
Turboprop
The Beechcraft King Air 350 Turboprop can
hold 10 passengers in its cabin.
The cabin is 19 ft. 6in. long. 5 feet wide and
5 feet tall. it has 71.3 Cu. ft of baggage
capacity.
It can cruise at 313 Knots and can travel
1,606 Nautical Miles.
Cessna Grand Caravan
The Cessna Grand Caravan can hold a
maximum of 14 passengers.
It is not a luxury cabin, for shorter flights with
more people.
Can cruise at speeds up to 341 Kts. and can
travel 832 Nautical Miles.
Logo
Secondary Research
http://www.onecaribbean.org/
http://www.onecaribbean.org/statistics/tourismstats/
http://abcnews.go.com/search?searchtext=caribbean%20tourism
Compass
Caribbean Air
Demographics
Male or female
Age 35-75
Married with or without kids
White collar jobs
$70,000+
White, African American, Asian
Psychographics
Deserves the vacation of a lifetime without the
hassle of flying with large airlines. Doesn't
want gimmicks or restricted flight times.
Doesn't want to deal with large crowds and tight
schedules. They deserve to be treated like
first-class fliers.
Values family time and being able to relax and
get away from it all.
Geographics
Lives in an middle-upper class neighborhood in
suburban, urban, or rural area.
Northern region to mid country, Mainly east
coast. Deals all 4 seasons with cold winters
and snowy conditions.
Research Results
Customers are willing to fly smaller airlines
around the same rates to avoid crazy
crowds. They would buy a vacation package
in the Caribbean and would fly between the
islands rather than cruise. Most people only
take one vacation a year, so they want to get
Impact on Community
Not only will Compass Caribbean Air be
creating jobs, we will be bringing more tourists to
less crowded islands, resulting in a boost in their
individual economies. But our impact will go farther
than the Caribbean. People from all over will be
getting the real vacations they have been looking
for. Compass Caribbean can take you wherever you
want in the region. We run daily commercial
operations as well as private charter flights. For
charting, we are completely flexible to your schedule
and desired location. Our unique fleet of mid-sized
airplanes can take you to the farthest, most remote
islands in the region as well as the most popular
places.
What we do at Compass Caribbean Air is
provide an alternate means of transportation for
travelers. It is a completely different way to move
around the Caribbean, no big jets crowded with
passengers or cruise ships running on a tight
schedule. We can go where you want when you
want on your time.
SWOT Analysis
Strengths- We are small and independent which
makes it easy to fly to less busy destinations for
a competitive price.
Weaknesses- New company coming into a very
competitive market where creating a positive
image for your company is crucial.