The marketing plan for our hot air balloon company, Soaring Sarasota.

1. Soarin’ Sarasota
Ashley Alexander
Tracy Brown
Elisha Evangelisto
Gregory Farrenkopf
Stephen Featherman
Jason Valmoja

2. Environmental Analysis
 Demographic
 Economic
 Social
 Climate
 Technology
 Political
 Regulatory
External Factors to Consider:

3. Environmental Analysis
Demographic Factors
17.8
22.7
20.8
23.0
15.7
2012 Sarasota Population:
383,664
Distribution by Age
Up to 19
20 to 44
45 to 59
60 to 74
75 and over
22.6
26.6
20.3
19.3
11.2
2012 Manatee Population:
330,302
Distribution by Age
Up to 19
20 to 44
45 to 59
60 to 74
75 and over

4. Environmental Analysis
Economic Factors
$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
$80,000
Median
Household
Income
Median Family
Income
Sarasota
Manatee
Florida
*Includes margin of error
based on a 90% confidence
level

5. Environmental Analysis
Social Factors
 There were 2,065 weddings in Sarasota in 2012
 Approximately 58% of the current population is unmarried
40.8
30.8
2.6
9.6
16.2
Sarasota Marital Statistics
Now married
Never married
Separated
Widowed
Divorced
43.7
28.8
2.2
9.5
15.8
Bradenton Marital Statistics
Now married
Never married
Separated
Widowed
Divorced

6. Environmental Analysis
Social Factors
 Tourism:
 The Sarasota-Bradenton area has 4.5 million visitors
each year
 Over 1.6 million travelers through SRQ annually
 The Sarasota/Bradenton area has
become a destination known for
its beautiful beaches, outdoor
activities, and upscale shopping
and dining

7. Environmental Analysis
Technology Factors
 In 2012, 96% of the world’s Internet users indicated
they accessed the Internet at least once a day
 More than 90% of those surveyed indicated they use
social media, with over 60% using it daily – an
increase of 10% over the previous year
 56% of American adults are now smartphone
owners, up from 35% just two years ago
 34% of American adults own a tablet

8. Environmental Analysis
Regulatory Factors
 Federal Aviation Agency Regulation Part 61: In order to
fly paying passengers in the United States, a pilot must
have a Commercial Lighter-Than-Air, Free Balloon
certificate, issued by the FAA
 Balloons must be certified and have detailed Annual
Inspections by an FAA certified inspector
 Must carry full commercial liability insurance
for balloons

9. Environmental Analysis
Political Factors
 The Federal Aviation Administration is the
national aviation authority of the United States
of America.
 As an agency of the U.S. Department of
Transportation, it has authority to regulate and
oversee all aspects of American civil aviation
 Nearly 3,000 aviation safety inspectors were furloughed
as part of the government shutdown on Oct. 1st

10. Environmental Analysis
Climate Factors
 Florida Average Temperatures:
 January: High 71 Low 49
 July: High 91 Low 73
 Annual Florida Mean Precipitation: 53”
 Average Annual Rain Days: 107
 The forecast is checked the night before and the morning
of flights with the air traffic control weather station

11.  Competitors include other balloon businesses in that
service the Tampa Bay area
 Ariel Adventures of Tampa
 Big Red Balloon
 American Balloon Rides
 Soaring Adventures of America
Competitive Analysis

12.  Located in Tampa
 Approximately 3 hours for entire adventure
 Views of Tampa Bay area including ranch lands, rivers,
and wildlife
 Champagne brunch upon landing
 Fly only on Saturday & Sunday mornings
 2-4 passengers plus the pilot
Ariel Adventures of Tampa

13.  Located in Tampa
 Flown over Northern Hillsborough and Southern
Pasco Counties
 Views of lakes, cypress trees, and wildlife
 Approximately 3 ½ hours
 Champagne toast and full sit down breakfast
 Small balloon carries up to 4, larger balloon 8-10
Big Red Balloon

14.  Located in Tampa
 Flown over East Pasco and Northern Hillsborough
Counties
 Views of Wesley Chapel, New Tampa, and Lutz
 Champagne toast and light brunch
 4-5 people plus pilot
 Secure parking at office location
American Balloon Rides

15.  Nationwide company with balloon ride location in
Tampa, St. Pete, Clearwater, and Sarasota
 Flown over treetops and below the clouds
 Approximately 3 hour
 1-4 or more guests plus pilot
 Champagne or fruit juice toast
Soaring Adventures of America

16.  Soarin’ Sarasota will position itself to be the premier
balloon ride experience in the Sarasota / Bradenton
area
 Our target market of tourists and special occasions
will know our brand by name through our advertising
 We will be known for our superior customer service
and attention to detail
 Customers will have a memory to last a lifetime
Positioning

17. Market Segmentation/Targeting
Special Occasions

18. Market Segmentation/Targeting
Engagements
 December is the most popular month to purchase
engagement rings, with 12.3% of rings being sold in the that
month
 More than one in five engagements happens at Christmas
 Saturday is the most popular day to pop the question
 The average first-time groom is 27 years old, and first-time
bride is 25 years old
 About 84% of brides in the U.S. receive an engagement ring
and some kind of “special proposal”

19. Market Segmentation/Targeting
Memorial Services
 The death rate for Sarasota residents is higher
than the state average
 In Florida, cremations are now at 51% and that has been
steadily increasing
 In 2012, there were approximately 6,550 cremations in the
Sarasota area

20. Market Segmentation/Targeting
Tourists
 This area has 4.5 million visitors each year
 Economic impact: Over $1.9 billion
 Average length of stay: 6.5 nights
 Area attractions:
 Beaches
 Golf
 Yacht Clubs
 Sports facilities / events
 Theater and Arts
 Nature Preserves

21. Market Segmentation/Targeting
Tourists – Natural Preserves
 Myakka River State Park is one of Florida's oldest and largest
state parks, consisting of 57 square miles of wetlands,
prairies, and woodlands
 Myakka is popular for hiking, fishing, camping, and wildlife
observation
 Last year Myakka River
State Park had 425,377 visitors

22. The Product
1. a memory to last a lifetime
2. the basic balloon
3. a scenic adventure
4. a personalized experience
5. new balloon forms

23. Things to consider…
 Who is riding?!?!
 How many of them?
 3 main components of a basic balloon
a) Burner
b) Envelope
c) Basket
The Basic Balloon

24. The Basic Balloon
 Burners run off of propane
 Liquid is quieter however less
efficient
 Envelope must be 77-105 thousand
cubic feet to lift 2-5 passengers
 Basket made of wicker to absorb
impact, non-partitioned to allow
passengers to be together

25. The Basic Balloon
Vs.

26.  Duration = typically
3 hours
 Location = 8-12
miles surrounding
Myakka River State
Park
 Landing requires
communication
between the
ground and air
crews
A Scenic Adventure
(The Expected Product)

27.  Features
 Brunch or dinner &
champagne
 Special moment photo
& video service
 Souvenir champagne
glasses or a
personalized
remembrance plaque
A Personalized Experience
(The Augmented Product)

28. 1. Select the appropriate price objective:
 Initially survival
 Eventually maximum profit
2. Determine demand:
 Inelastic price
3. Estimate costs:
 Fixed, variable, and total costs
Pricing Steps

29. Local Competitors:
Soaring
Adventures
of America
Big Red
Balloon
Aerial
Adventures
of Tampa
American
Balloons
Per Adult $169.96 $185.00 N/A $189.00
Per Child N/A $160.00 N/A $125.00
Deposit Required: $50.00 per
person
$75.00 for 1-2
$150.00 for 3-
4
$300 for 5+
N/A N/A
Packages Available: $339.90 for 2
$509.85 for 3
$679.80 for 4
Sweetheart
package $500
per couple
Only ride
available is
private
couple
package for
$425
No packages
offered.
Step 4: Analyze Competitor
Price Mix:

30.  Initially focus on target return pricing
 Eventually focus on competitive pricing
 Average cost from the competitors for an adult is
$181.32
 Break even analysis: How many flights will we have to
operate to see a return if our investment is $80,050
and we charge $181.32 per adult?
 442 passengers would need to fly before a profit is
made by the company
Step 5: Select Pricing Method

31.  Per Adult: $189
 Per Child: $149
 Packages:
 Sweetheart: $489
per couple
 Remembrance:
$1289 for up to 5
people
Step 6: Set the Final Price

32. Distribution
 Our service can only be offered to 5 customers at a
time.
 Weather depending we can only make so many trips a
day and trips.
 We cannot change the location or service to market
to more customers so we will focus less on
distribution and more on pricing and promotion.

33. Special Occasions
 Engagements
 Jewelers
 Promote “Sweetheart”
Package
 Funerals
 Funeral Homes
 Promote
“Remembrance” Package

34.  SRQ, Venice, and Tampa
 Have brochures in stands that showcase local
attractions
 Local Hotels
 Have brochures available to patrons at concierge and in
“attraction stands”
 Sarasota Visitor Center
 Have brochures in “attraction stands” and in gift shop
Tourists

35. Website
 Search Advertising
 Google AdWords
 Only pay for results
 Expectation: Largest
source of new traffic
 Pre booking
 Clear Pricing
 Clear Directions
 Inclement Weather
 Flying Area Map
 Photo Journal
 Area Hotels
 Customer Testimonials

36. Shuttle Vans
 Business name, contact
information, and picture
of balloon professionally
painted on each vehicle
 Domain Plates
 $39.95 for chrome tag
 $44.95 for gold tag

37. Customer Experience
Staff
• Kind and knowledgeable
• Courteous and timely
• Helpful
• Goal of Heterogeneity
Pilots
• Outgoing
• Excited
• Knowledgeable
• Interested in customer’s experience

38. Call and Make
Reservation
Drive to
Rendezvous
Give Name
To Driver
Walk to
Staging area
Drink/Eat
Return to
Camp Site/
Parking Lot
Help with/Watch
Flight Preparations
Customer(Backstage)
Greet/Confirm
Reservation
Greet/Confirm
Reservation
Introduce Pilot/
Pilot Greets
Customer
Flight Land
Serve
Champaign/Food
Drive Back to
Rendezvous
Take Reservation
Drive Customers
To Staging Area
Keep in Contact
With Pick up
Vehicle
Pick up Vehicle Drives
to Possible Landing site
Driver must be on
Time, Van must be
Clean and Fueled
Weather, Fuel,
Certifications
Food/
Champaign, Drinks,
Tables, Chairs
Parking Lot Camp site Flight Pick Nick Shuttle
Line of Interaction
Line of Visibility
Line of Internal
Interaction
Soarin’ Sarasota
Outside Park Staging Area
Picnic area
Set up
Experience an
Arial View of
Myakka State
Park
Potential Fail Point

39. Customer Experience
• The excitement of a hot air balloon

40. Customer Experience
• The experience of flight
• A new perspective

41. Customer Experience