The document summarizes information about a company that produces the Seamax M22 aircraft. It was conceived in 1998 and the first prototypes were tested from 1998-2002. There are now over 120 Seamax M22 aircraft flying in more than 40 countries. The company that originally produced it went into financial difficulty in 2011 and the rights were acquired by another company in 2012. The Seamax M22 is considered a luxury good for sporting purposes but can also be classified as an "experience good" to introduce new customers to flying in the aircraft. The marketing strategy focuses on three main routes - distribution channels, production, and pre- and post-sales support.

2. Our Company
 In 1998 the designer
Miguel Rosario conceived
his 22nd project that
became a world hit
until the present, the SEAMAX M 22.
 The next three years were devoted to develop and test the prototype. The first
series aircraft was delivered in 2002.
 There are 120 Seamax M22 aircrafts flying in more than 40 countries.
 In 2011, the company founded by designer Miguel Rosario, AIRMAX, was in financial
difficulty.
 In 2012, Ernesto Paulozzi Law Office acquired the rights of
Seamax M22 project through its subsidiary Golden Flyer.
 Also in 2012, the Seamax M22 received the award of
Outstanding Commercial Fixed Wing LSA in Sun'n Fun Fair, the
world's largest "Fly-in” airshow held annually at Lakeland
Linder Regional Airport in Florida.

3. Our Product
 The M22 when used for sporting purposes qualifies as a luxury product. There is no
need for consumption, only desire. The pilot purchased the superior performance
and design.
 But for a likely new consumer who is not a pilot, the M22 can be classified as an
experience good .
 Experience Good is a product or service that: (1) the utility function cannot be
observed before consumption, and (2) the demand won’t increase if you decrease
the price.
 Think about the first time you drove a car. It is essential to increase its market niche
that new customers
have the opportunity
to fly in a M22 to
arouse consumer
desire.

4. Our Product
Dan Johnson Seamax M22 evaluation:
Designed and built by AirMax of Brazil. This beautifully finished, high performance aircraft
sets a new standard for LSA floatplanes. This handsome flying boat can land on sheltered
shores, lakes, rivers, estuaries and since SeaMax is amphibious, it can also use any of the
thousands of airports. Amphibians are one of the most versatile aircraft types a buyer can
choose. SeaMax is a highly capable boat, operating on and off the water with great stability
and enthusiasm. The 22nd project design by talented developer Miguel Rosario shows the
depth of his experience in this amphibian developed for a wealthy buyer. "Spare no detail,"
appears to be Rosario's philosophy with SeaMax. Though the exterior appears small the
cockpit is roomy.
To truly appreciate this Brazilian beauty, you must thoughtfully examine its interior.
Finished like a speed boat (except with lightweight components), SeaMax is a joy to behold.
A clean, accented treatment blends nicely with controls and instrumentation within easy
view and reach. An overhead switch panel is easily accessible to either occupant without
blocking the great view. Throughout the SeaMax cockpit, attention to detail is superb.
Most amphibians introduce two challenges that SeaMax solves. General aviation amphibious
floatplane aircraft are very expensive, with the float system alone often costing more than
the entire ready-to-fly SeaMax. And amphibs also tend to be quite heavy, where SeaMax
easily fits within the definition of a Light-Sport Aircraft floatplane. These facts mean more
pilots can afford an amphibious aircraft.

5. Our Focus
For Dan Johnson*, the world's leading authority and
independent analyst of the LSA market, the
Seamax M22 is the best in the world.
Thus, the conclusion that directs the marketing
strategy is based on 3 routes:
1. CHANNEL OF DISTRIBUTION;
2. PRODUCTION;
3. PRE & POST SALE.
*Dan Johnson is the LAMA Chairman – Light Aircraft Manufacturers
Association
http://www.lama.bz/danJ_bio.htm

6. Sales Politics
The Seamax Sales model is focused on creating distribution network that offer the
following products and services:
1. Test pilot;
2. New aircraft;
3. Flying School;
4. Used aircraft;
5. Maintenance Center;
6. Fractional Aircraft Ownership Club;
7. New Aircraft financing;
8. If possible, lease back.
Our benchmark is the experience of the automotive sector.

7. Seamax Dealers
Stockholm

8. Seamax Dealers
France/Belgium
Sweden/Scandinavia
USA
Portugal/Spain
Italy/Baltics
Brazil
Oceania

9. HeadQuarter & Dealers Contacts
Headquarter/Sales&Distribution/Production/Post Sale
http://seamaxbrasil.com.br/
Australia Dealer
http://www.seamax.com.au/
France Dealer
http://www.seamax.fr/index.php/le-constructeur
Italy Dealer
http://seamaxeasy.com/it
USA Dealer
http://www.seamaxamerica.com/

11. Thanks!