ABOUT AVIAN

A flying car is a personal aircraft that provides door-to-door aerial transportation as

conveniently as a car and without the requirement for roads, runways or other
specially-prepared operating areas. Such aircraft lack any visible means of propulsion
(unlike fixed-wing aircraft or helicopters) so they can be operated at urban areas,
close to buildings, people and other obstructions. Since many years, large automobiles
manufacturers try to overcome the potential problems of this dual means of
transportation. But very few people are able to succeed. However, many firm
spending billions of dollars for researching of the flying car. They try to change the
concept of car as land transport. Based on the recent advancement, we do believe that
the day is not far when we park our car in our roof.
AVIAN will be a two seat hybrid car and gyroplane: a personal air and land vehicle. It
makes the product attractive which is the convenience of fully integrated door-to-door
transportation. On the ground this slim, aerodynamic, 3-wheeled vehicle has the
comfort of a car with the agility of a motorcycle thanks to its patented, cutting-edge,
tilting system. It can be driven to the nearest airfield and take off just like any other
airplane. The single rotor and propeller are unfolded to make the product ready to fly.

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PRODUCT PLAN OF AVIAN

Features:
The maximum flying bound usually flies below 4,000 feet (1,200 m),
The airspace available for uncontrolled Visual Flight Rules (VFR) traffic;
There will be no interference from commercial air traffic.
It is powered by a very robust, flight certified aircraft engine.
It runs on gasoline.
It can reach speeds of up to 180 km/h (112 mph) both on land and in the air.
The Product has a very short take off and landing capability,
It is possible to land practically anywhere.
When not using controlled airspace, you can take off without filing a flight plan.
Flying a product is like a standard gyrocopter.
It is quieter than helicopters due to the slower rotation of the main rotor.
It takes off and lands with low speed, cannot stall, and is very easy to control.

The Product Experience

On the road, the Product ONE accelerates like a sports car. The razor sharp cornering
makes feeling like a skiing elegantly and effortlessly down a beautiful mountain.
When flying, the Product is very safe and easy to handle, opening up new dimensions
of the personal freedom that customers have always wanted to experience. Fly-drive
to an island, soar over that traffic jam, sail above water, create own virtual bridge,
cross that mountain range as freely as a bird.

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Transformation from Airplane to Automobile

Converting the product from airplane to automobile is a very easy process which
takes about 10 minutes. Once the engine stops, the propeller folds itself automatically
into the driving position. Pushing a button then lowers the rotor mast into the
horizontal position. The same motion lowers the tail. The outer blades are folded over
the inner blades via hinge mechanisms. The last steps in the process are to push the
tail into its driving position and secure the rotor blades. This conversion can be
executed by the driver/pilot after just a short training lesson. To convert from driving
to flying mode, simply reverse the sequence.

Styling and Design

The distinctive look of the Product is the result of an uncompromising design
approach that integrates both aerodynamic and stylistic requirements. It is dynamic
without being overbearing and delivers elegance rather than extravagance. The result
is a timeless exterior that maintains excellent aerodynamics. What the driver/pilot
sees, hears, and feels is all in harmony. The reward is total involvement: a level of
engagement and experience that truly stimulates the senses.

Equipment and Material

It is made of many different materials. The body of an airplane and car is usually
made of a copper aluminium, glass fibres. The metal aluminium is the most popular
material for constructing aircraft. As we move into more exotic materials like carbon
fibbers, we also see the use of Titanium and its alloys for military planes, but it is the
strong, light alloys of aluminium that still "lead the pack" as we look at choices for

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metals to build airplanes. Drulanomin is one of the artificial metal is used for making
air that is very light and enables to fly.

Technical Specifications

CHALLENGES TO A FLYING CAR

Engineering
A practical flying car would have to be capable of taking off, flying and landing
throughout heavily populated urban environments. However, to date, no verticaltakeoff-and-landing vehicle (VTOL) has ever shown to demonstrate such capabilities.
To make such an aircraft would require an aircraft with propulsion that is quiet to

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avoid noise pollution, but is not visible so it could fly safely in urban environments.
Additionally, to lift such an aircraft off the ground would require very powerful
engines or turbines with extremely high tolerances.

Economics
Due to the requirement of propulsion that is both small and powerful, the cost of
producing a flying car would be very high and estimated by some as much as 1 lac
dollars In addition, the flying car's energy efficiency would be much lower compared
to conventional cars and other aircraft; optimal fuel efficiency for airplanes is at high
speeds and high altitude while flying cars would be used for shorter distances, at
higher frequency, lower speeds and lower altitude

Safety
Although statistically flying is safer than driving, unlike commercial planes, flying
cars might not have as many safety checks and their pilots would not be as well
trained. Humans already have problems with the aspect of driving in two dimensions
(forward and backwards, side to side), adding in the up and down aspect would make
"driving" or flying as it would be, much more difficult. In mid-air collisions and
mechanical failures, the aircraft could fall from the sky or go through an emergency
landing, resulting in deaths and property damage. In addition, poor weather
conditions, such as low air density, lightning storms and heavy rain or fog could be
challenging and affect the aircraft's aerodynamics.

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MARKETING PLAN OF AVIAN

(a) Situation Analysis
Strategy is focus. Our strategy involves focusing on a specific area of expertise in
which we are as strong a group as in any company anywhere in the world. We are true
experts in the introduction of new technology products, especially through channels of
distribution.

SWOT Analysis of AVIAN:

STRENGHTS

WEAKNESSES

Innovative and
high tech product
Have consumers
vision about the
product
No major
competitors in
the market

Customer
expectations not
met
No innovative
advantage
perceived
Information
about product is
difficult to obtain
Need for product
is unseen
Poor selection of
target market
Poor
communication
of product
benefits
Pricing problems

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OPPORTUNITIE
S
Growing flying
car orientated
concept
Have customers
interest on the
flying car

THREATS
More competitors
developing flying
car
More market
competitions

Prominent Issues in High Tech Markets

High tech markets:
exploit and create change
are complex
need to be targeted carefully
Exhibit risk
require deliberate timing
are extremely fast-paced

Adopter Categories Category Characteristics Role in Diffusion

Innovators

willing to take risks

"gatekeeper"

impersonal and scientific

Early Adopters

information
accept new ideas early

opinion leaders

rely on multiple sources of

Early Majority

Late Majority and Laggards

information
risk adverse;

dont purchase

rely on company-generated

until late

promotional information and

growth stage

word-of-mouth
require early categories to "test

this is an

drive" the product

advantage for
companies who
enter during

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Managerial Implication
Specifically, the nature of high tech markets makes it all the more important to:
1. Rethink the first to market mentality. Is it imperative to establish the product as
the first in the market? If it is not, work on perfecting the value package. Take this
opportunity to develop a "complete product" for the consumer. While some
innovators rush to try the first product on the market, improving the performance
of the product and improving the marketing mix may be more important. When
introduced, a complete product will more likely fulfill the promises made during
development. If it is imperative to be the first product into the marketplace, target
the market carefully. Identify those innovators and early adopters who will be
trying the product immediately after introduction. Quick acceptance of the new
product after introduction can mean the difference between survival and failure.
2. Rethink the value of market research. It is ironic that while engineering has
embraced the notion that identifying the "voice of the customer" should be the
bedrock of quality management processes (e.g., Quality Function Deployment),
marketing practitioners like Steve Jobs still maintain that customer cannot
participate in product development. This myopia, as illustrated by Sony, Philips
and Apple, is a result of the product developer expecting the customers to provide
their own solutions when customers should be probed for problems. This
obviously requires becoming intimate with customers long before product launch.
This should result in product offerings which fulfill unmet needs through superior
technologies which consumers desire.
3. Target carefully. No matter when the product is introduced market segmentation
and identification of the target market are critical. Carefully identify the
consumers most likely to purchase this product. Knowledge of the adopter
categories can be useful in determining the most viable market segment.

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4. Exploit the innovators and early adopters. Take advantage of the role these two
segments play in socialization of a product. Satisfying these two groups can
greatly affect whether a product receives positive or negative word of mouth.
5. Rethink the target market as you progress. Just as the product changes over the
course of its life so too will the appropriate market. Readjust the description of the
target market and pay close attention to the differences in the groups. For
example, innovators and early adopters may be excited about a "new" product but
early and late majority will want reassurances that risk is minimal and the product
will do what is promised.
Value Proposition
Our value proposition is high-powered extremely valuable expertise to boost majorleague market entrance to new markets across international borders, at a price
premium commensurate with the high value. We are not going to compete on price,
we compete on quality that makes the price more than
Critical Issues
The most critical issue is repeat business. We can't build this company on a faulty
foundation; we have to have a core group of satisfied clients who come back to us on
a regular basis. We can't afford to spend the capital it would take to generate new
clients constantly. The repeat business costs about a tenth as much in sales and
marketing as the new client.
Repeat a business is built on the correct strategic mix of excellence in delivery, clear
communication of promise and scope, and follow through.
Most of our competitors build on a structure that has the partners selling the jobs and
new hires, bright young people without a lot of experience, delivering. We can't afford
to follow that lead. We can use a staff to leverage some of the footwork and analysis
work, but ultimately our work must be our own.

(b) Marketing Objectives

1. We need to establish ourselves as experts. This means being quoted in major trade
press, speaking at industry events, and gaining recognition. Our measurable and

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specific objective is to be introduced in three major events as established experts

in the field of international market entry.

2. We need brand-name reference clients. By the end of this year, we need three
major brand names we can cite as clients. We need to be able to reference by name
and contact phone number.

3. We need at least one client in each of three main regions. United States and
Europe for sure, and also either Latin America or Asia. We can't be who we claim
to be without being truly multi-continental.

(c) Marketing budget

We should take the affordable budget to communicate marketing information. As the
product is innovative and in the introduction of life cycle stage, this method provides
our mission orientate objectives.

(d) Marketing Strategies

We are focusing on vertical markets, but relatively broadly defined. Our knowledge
and expertise is most valuable when applied to the market entrance phase of high-tech
products to be marketed through channels in new markets -- usually across
international borders -- so they need to establish new channel relationships.
Market Segmentation
The market for auto restoration reflects the buyer's income bracket and standard of
living in much the same way that the restoration market is segmented. Below are
listed market segments based on size of pocketbook and quality of production:
1. Material Outlets. Suppliers of auto body and paint supplies, interior supplies
and mechanical parts.

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2. Simple jobs. Simple repair jobs and service are the next level in our sales chain.
3. Paint. Custom paint work such as murals and flames, will provide some income.
4. Restoration. Complete restoration jobs, and complete paint work.
5. Custom Work. Custom body work such as, top chops and channels, this would
be considered our high end of work.
The average age of our customers is 30 to 65 years old with an average income is
$60,000 per month, with most full restoration customers having incomes of over
$100,000. The gender is predominantly male, with a college education, and coming
from Centerton county and surrounding areas. Some of the more recent trends come
from the increasing coverage of our industry on television, with shows such as flying
Car, Dream Car Garage and the like. These types of shows have helped auto
restoration to grow to a billion dollar a year industry in the United States.
Need actual charts
Market Analysis

Potential Customers
Males 30 to 65 years old
Other
Total

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Target Market Segment Strategy

Our target market segment strategy includes the use of local radio and television
stations to convey the word about our business. We also plan on using advertising in
publications such as Hot Rod and Super Chevy magazines. These publications are
distributed to a wide variety of people who are all interested in old American cars, and
muscle cars. Our strategy includes using people's emotions to persuade them to
restore an old car if they have one. We're not limited to just a couple of different types
of advertising, we also us flyers, discounts, newspapers, press releases and magazine
articles. Our website, which is a well designed, and cost effective way to tell people
about our shop and it's services, Phaethon's Chariot will use every way within it's
means to convey our message to the public.
Our market strategy is to flood the magazines and air waves with our shop's
advertisements, doing radio ads during morning and afternoon drive times. This is due
to the fact that more people listen to the radio during these time frames, so if you have
a really catchy ad during these time it's probable that you will gain some customers
from it. The magazine publications go out to hundreds of thousands of people every
month, so all we need is to convert a small percentage to sales and we'll achieve our
success. But we don't stop there, we are also joining the chamber of commerce to
network our business. We will use flyers at the car shows to promote or shop, and of
course business cards.
Service Business Analysis
In setting a foundation on which to build a suitable market strategy for Phaethon's
Chariot, some of the other local industry players were contacted by phone. These
players are located in the greater area.
We called Classy Chassis and posed as a potential customer with a 1969 Z/28 Camaro
for a full restoration project, and from this call we discovered that their labor rate runs
at $65 per hour, and it would take about 600 hours of labor to restore the car plus
parts. The labor before parts were added worked out to $39,000. This is for a frame
off restoration, rebuilding the entire car from ground up. We also discovered that it
would take about 160 days to get the car into their shop to start the project.

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We have also talked to Khamm Zhaapht from Car Barn Renewals, and have
discovered that he's running the same shop rates as Classy Chassis, but he has a three
year waiting list for his shop services, Khamm only does the highest quality work,
having cars in most of the shows at one time or another, Car Barn Renewals is very
well known both in .
Messaging
We do have a strong message, a major part of which is the impression of confidence
and certainty we create as we deliver that message. We have more detail below, but
we can summarize here: we are experts in this topic.
We should develop social appeal and attract the human psychology.
We are not inexpensive. We are worth what we charge. We will save your company
market and improve its market entry substantially.
Branding
With our kind of consulting, branding is a slow process of word of mouth and repeat
business. We do however need to use the logo on stage as much as possible in major
events, and with our reports, etc. We also need to always work towards establishing
ourselves as the acknowledged experts in our field. Our marketing slogan is
We are driving to fly
Strategy Pyramids
Our strategy is to focus on our main area of expertise. We have plenty of competition
in international marketing and in product introduction expertise, but nobody can
match us when we stay focused on introducing a high-tech product into channels in
international markets.
Our tactics to make this real? First, the quality of work. Second, expertise-based
marketing. Third, we rest on heavy use of the newest technologies in international
communications (i.e. Internet technologies).

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Targeting
As the product is highly innovative and the innovation cost is high, we should target
the class of people who can afford enough money to buy the car at high cost.

Differentiation and positioning

Flying car is the most innovative and latest option of the field Of automobile. So we
should make dream in the mind of every wealthy people all over the world. As this car
is innovative and has some unique features, it is easily differentiated from others
automobile.

Marketing Mix
Ours is a delivery-intensive, word-of-mouth, repeat-business business. We aren't
marketing as much as selling direct. Obviously we know we need to understand our
marketing process -- which is why the attention to quotes in magazines, speaking
engagements, etc. -- but we are really selling more than marketing.
Product Marketing
The service itself is a key component to our marketing mix. Our service should be our
best advertisement. In this case even more so than with many other similar businesses,
because our specialization on channels for international product marketing means we
develop contacts with people who can be our recommenders.
Quality full restoration or custom services, including engine, custom body
work and paint.
Timely completion of the work on their cars.
Competitive rates.
Close attention to detail, and commitment to quality.

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Ability to offer ideas for alternatives and close customer services

Customers Focus
Features
Consequences, values
Ease of operation
Unique qualities
Consumption

Managerial Focus
Design
Cost
Ease of production
Unique technologies
Production

In this respect combine customers and managerial focus to optimize performance.

We need to fulfill the promise we make: we take a product across national boundaries
into new markets, explore channels, guide our client through the maze, and establish
the relationships the client needs. This is a very focused deliverable. We aren't just
doing international marketing or marketing consulting; we're getting products into
channels.
The service itself is a key to our markets.
Pricing
Our pricing needs to match our positioning. We cannot be cheap or economical; we
must be at the high end of the pricing scale, job for job, project for project. We aim to
be 25% more expensive than the more generic bid for the same project.
Market skimming pricing strategy should be followed to cover innovation
cost.
Cutting price when new competitors try to come into the market.
Add new feature and set new pricing strategy.
Promotion
Our promotion strategy focuses heavily on Public Relations, with very little or no
emphasis on advertising or direct marketing.

Advertising

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Advertising is not part of our marketing mix. We depend on quality delivery and
word-of-mouth recommendations.
Flyers
Discounts
Newspaper and magazines ads
Press releases and magazines articles
Car shows
Local radio stations
Website
Calendars
Public Relations
Public relations are an important part of our marketing mix. Even if advertising is
irrelevant, the right PR can get us quoted as experts in publications and on websites
frequented by our target market. We want to launch with a retainer relationship and a
detailed plan for press releases and events, press tours and interviews. The underlying
objective of the PR program is to establish our expertise in the media and on the Web
so that the potential clients who need our services can find us.
Web Plan
The Avian Consulting website will be the virtual business card and portfolio for the
company, as well as its online "home."
It will showcase the Internet background of the partner consultants, as well as the
portfolio of all the past and current online projects done by Avian.

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The Avian Consulting website needs to be a simple yet classy and well designed
website that, at the same time, is in keeping with the latest trends in user interface
design. A site that is too flashy, or tries to use too much of the latest Shockwave or
Flash technology can be over done, and cause potential clients to look elsewhere for
online distribution expertise.
To further show off its expertise, the Avian website should create a resources area,
offering articles, research and regular newsletters to interested parties.
After initial implementation of the Avian website, future development will be based
on resources and business needs.
Website Goals
The website has two specific goals:
1. Support specific sales efforts like collateral have traditionally done, providing
background and credibility.
2. Generate leads through the Web publishing of related articles and possibly even
surveys of interest to potential customers who are part of the target market.
Website Marketing Strategy
Marketing in a high-end Internet consulting business depends on recognition for
expertise. It starts with our known contacts in positions to recommend us, and
continues with long-term efforts to develop recognition in professional forums.
We will use some limited pay-per-click expenses to push very carefully targeted
traffic. Tracy, with the help of conferral with partners and outside experts (budgeted in
expenses), is to establish the right keyword strategies. At the outset, keywords like
"international distribution" and "international market entry" seem like targets.
Keyword strategy will be set in the initial website plan due at the end of March.
We will develop and maintain a database of people in the right positions. It starts with
the contacts we bring in as we start the business. We use the database to make regular
contact with email notices for additional forums and seminars, possibly group studies
and market research reports.

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Development Requirements
Avian Consul Tings website will be initially developed with appropriate resources.
The website is obviously critical sales collateral in today's world. Tracy will be
responsible and has the experience to make this happen, particularly with the back-up
budget of more than $30K for outside contracting and resources. Tracy plans to use
a simple hosting provider, Yahoo! Web services or equivalent, to host the site and
provide the technical back end.
Tracy will work with a contracted Web designer to develop the simple,
elegant, content-rich site. The maintenance of the site will be done by Tracy with
content support by the partners themselves. As the website rolls out future
development such as newsletters and downloadable market research reports, a
technical resource may need to be contracted to build the traceable download and the
newsletter capabilities. Acme can also look into pre-packaged solutions through
hosting providers.
International Markets
International markets are the key to Avian Consulting. Our expertise applies equally to
a Bangladeshi company looking at entering Europe, Latin America, or Asia, or to a
European company entering US, Latin America, or Asia, or an Asian company
entering US, Europe, or Latin America, or a Latin American company entering US,
Europe, or Asia.
We have to also recognize what we don't know. We don't have expertise in market
entry in China, Russia, Middle East, or Africa. To say so outright when these issues
come up is to validate our credibility in other areas.
Implementation Schedule
The Milestones table and chart identity the key marketing programs, with their
managers. Dates and budgets are clearly established. The managers are informed of
their main programs and they are on board with implementation.
We will be tracking plan-vs.-actual results for each of these programs and discussing
them at our monthly marketing meetings.

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The programs will be revised each year. This year's plan includes only the programs
to be implemented this year.

(e) Marketing Tactics

Sales Plan
We don't really "sell," in the classic pejorative sense. Instead, we listen. We offer our
services to clients who have the needs we can fill, and we listen well enough to
establish whether or not we do. The most powerful long-term sales pitch is to tell
somebody "I'm sorry, that's not what we do. We are not the best answer to your
problem." That unusual "pitch" establishes credibility and positions us well for the
future time when that company does need our services.
Selling doesn't work well in this area except honest expertise well delivered. We don't
overpromise, we don't embellish, we don't even attempt to sell to anybody who isn't
buying it. We don't answer objections, we move on to the next client. We are offering
true expertise and we sell only to those who already know they want it. The key is
repeat business: never lose a client.
Sales Strategy
Acme will focus on three geographical markets, the United States, Europe, and Latin
America, and in limited product segments: personal computers, software, networks,
telecommunications, personal organizers, and technology integration products.
The target customer is usually a manager in a larger corporation, and occasionally an
owner or president of a medium-sized corporation in a high-growth period.
Sales Process
1. Listen first. Understand the client's market introduction objectives, in detail.
2. Don't ever convince a client that he or she needs our services. Focus on the ones
who already know they need us.
3. Always under promise and over deliver.
The underlying objective of the PR program is to establish our expertise in the media
and on the Web so that the potential clients who need our services can find us.

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Entry Strategy: Impact on Cycle Time and Break-even Time. Journal of
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AMA Task Force on the Development of Marketing Thought. Developing,
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Beard, Charles and Easingwood, Chris. New Product Launch: Marketing Action
and Launch Tactics for High-Technology Products. Industrial Marketing
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Bridges, Eileen, Yim, Chi Kin, and Briesch, Richard A. A High-Tech Product
Market Share Model with Customer Expectations. Marketing Science.
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