Assignment 2 Intrapreneurship Plan
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This document outlines an intrapreneurship plan to create a mobile app to improve customer service for pilots at Signature Flight Support. The proposed app would allow pilots to preorder services like fuel, rentals, catering, and transportation from their smartphones. This would improve efficiency by automating reservations and freeing up staff time. The plan presents the idea as an innovative way to enhance the customer experience through mobile technology. It estimates the budget and timeline to develop the app, and describes how marketing the app to pilots through trade publications could generate return on investment by building loyalty and replacing customer service roles.
Assignment 2 Intrapreneurship Plan
- 1. Running head: INTRAPRENEURSHIP PLAN 1 Intrapreneurship Plan William Parker Dr. John H. Carter Business 508 Contemporary Business 11/12/2015
- 2. INTRAPRENEURSHIP PLAN 2 Question # 1- Describe in what way your proposed business action is an innovative idea. My proposed business action is to help Signature Flight Support create an app to improve customer service for the pilots. The app would give the pilots more control over their trips. An app is a software program used on smartphone or tablet that you can access and use while online via a browser (“What,” 2011). Signature is a BBA Aviation plc company; the world’s largest fixed based operation (FBO) (“Signature,” 2013). A fixed based operator (FBO) is a distribution network for business aviation services such as fueling, hangar and office rentals, ground handling and maintenance (“What,” 2015). Customer Service The general aviation business of running an FBO is very competitive. Every base provides fueling services (“What,” 1997-2015). Customer Service can set your FBO apart from the competition (“FBO,” 2012). Intrapreneurship Plan In today’s fast-changing business climate, many firms use an intrapreneurship plan to use innovative and risk-taking strategies that call for pursuing the goals of the organization, working hard to break through the innovation gridlock (“Intraprenuerial,” 2013). Innovative Action The process of innovation is when someone is motivated to use his or her cognitive abilities to generate an idea that will turn out for the best in the future (“Five,” 2012). The following innovations below are the five senses of innovation: Internal Sense.
- 3. INTRAPRENEURSHIP PLAN 3 An internal sense requires an innovator to have a grasp the company’s current situation, challenges, opportunities, and direction as it relates to the presentation topic (“Five,” 2012). External Sense. The innovator must have an external sense to understand the market layout and segmentation and the factors needed for the company to win against their competitors (“Five,” 2012). Positional Sense. An innovator utilizes positional sense to understand the internal, external factors and has a grasp on where the company's position in the market and where it needs to be for a competitive position (“Five,” 2012). Strategic Sense. The innovator implements their strategic sense to consider various options inside the company internally when trying to sell their ideas to management and not just to choose the “obvious” choice (“Five,” 2012). Value Creation Sense. The innovator has a value creation sense to take ownership of their ideas, has a realistic sense of a course of action and the risk involved in value creation for the company (“Five,” 2012). Why is my idea an innovative idea? My idea is innovative because the pilots can use the app to pre-order jet fuel, lavatory services, rental cars, hotel, catering, limo services, also a barber and even massage therapy services. That way, the personnel at the FBO can focus on safety (“FBO,” 2012). By 2016, the global market for smartphones will reach two billion (“Nonstop,” 2015).
- 4. INTRAPRENEURSHIP PLAN 4 Then by 2017, the market for tablets will reach 417 million users (“2016,” 2012). Question # 2- Explain why you think this idea will benefit the business in terms of return on investment (ROI). In terms of return on investment, this idea will benefit the business because consumers such as pilots and passengers are shopping via their smartphones and tablets. Online retail sales totaled $75 billion in the second quarter of 2014 (“Catering,” 2014). Return on Investment (ROI) It is a cost-benefit analysis that estimates and compares costs and benefits of an undertaking. The cost-benefit analysis has three different functions. It can be a planning tool, an evaluation tool and a way to develop quantitative support (Cotter, 2014). Why my idea will improve ROI? My idea will improve ROI due to all the customer service jobs being phased out. Signature will no longer have to pay customer service representative’s salaries or health benefits. The pilots will use the app to order services and become loyal repeat customers. It is critical to the success of any business (Chiu, Wang, Fang, & Huang, 2014). Question # 3- Prepare a plan to present your idea to your supervisor covering the following items: Create a vision of your idea that explains the value to the company. A company communicates their vision to management and employees so they can understand their position in the marketplace and to alleviate any poor decision on all levels (“What,” 2014). An innovator utilizes their vision to entice the consumer to value the company’s products (“3,” 2013). Vision
- 5. INTRAPRENEURSHIP PLAN 5 What is Vision. A vision is a well thought out aspirational statement that communicates the company’s strategic goals to management and employees (“What,” 2014). Value. An innovator uses innovation to generate value. Value causes people to want to trade with you or buy your products. It is the perceived benefit and value in the mind of the beholder (“3,” 2013). Vison for Idea. My future vision for Signature is for them to implement mobile technology to make reservations and flight planning more instant. (“FBO’s,” 2012). Resources Needed Signature would benefit from creating an app because it would be a faster, cheaper and more efficient way of deploying software to the FBO. Secondly, it would extend reach and productivity of the FBO for the pilots, passengers and employees (“What,” 2011). Financial. To create the app, we would need a budget of $8,000 to $250,000 for a dynamic app as it will be database driven and rely on external information (“How,” 2011). Human Resources. A web designer or developers can be hired full-time, part-time or as a consultant to create an app that is visually appealing to the eye and user-friendly (“How,” 2011). Equipment. To create an app for Apple or Android on a smartphone or tablet, the web developer, and web designer can use either a Macintosh Computer or Personal Computer for programming
- 6. INTRAPRENEURSHIP PLAN 6 tools. For example, you can pay $99 to Apple and sign up as a developer (“What,” 2012). Marketplace. After the apps created, it must then be submitted to Apple’s App Store, which sells apps for iPhone’s, iPads and Google Play Store, for Android devices (“What,” 2012). Interdepartmental and / or Interorganizational Relationships. The next step after building the app is an internal team that executes and implements a technological and marketing strategy to attract and retain the pilots. The team will include employees from marketing, customer service, finance, sales, information technology and upper management (“Carrier,” 2015). When marketing the app to the pilots, we must form strategic partnerships with other organizations such as trade associations, magazines and schools that will allow the joint venture to profit (“Forms,” 2015). Potential timeline for completion. The timeline for completing the app is 18 weeks. It includes 10 weeks for creating data storage, user management, data integration and eight weeks to develop the user interface (“How,” 2014). An effective method of marketing the app to pilots is creating print ads in their trade magazines because that is where they get their industry information (“Market,” 2015). It will take between four to 40 weeks depending on the size and budget for our advertising campaign to be effective (“How,” 2015). When the pilots start using the app, it won’t take them long to master the controls because they are more technical than the average person. They utilize the Internet and computers at a higher rate than the average person due to their scientific mind (“Market,” 2015). References 3 Ways to Create Value That Lasts. (2013). Mansueto Ventures, LLC. Retrieved from
- 7. INTRAPRENEURSHIP PLAN 7 http://www.fastcompany.com/3015225/leadership-now/3-ways-to-create-value-that-lasts 2016: The Year of the Tablet. (2012). Fortune. Retrieved from http://fortune.com/2012/07/12/2016-the-year-of-the-tablet/ Carrier Best Practices: Implementing an Lot Application Enablement Platform. (2015).Machnation. Retrieved from https://www.machnation.com/2015/08/26/carrier- best-practices-implementing-an-iot-application-enablement-platform/ Catering to needs of in-store, online customers boosts marketing effectiveness, revenue. (2014). University of Missouri-Columbia. Retrieved from http://www.sciencedaily.com/releases/2014/11/141117174530.htm Chiu, C., Wang, E., Fang, Y., & Huang, H. (2014). Information Systems Journal, 24(1), 85-114. Retrieved from the Strayer University Library database. Cotter, S. (2014). Leadership Best Practices. EMS World, 44(8), 20-24. Retrieved from the Strayer University Library database. FBO- Fixed Base Operators. (1996-2012). Flytecomm. Retrieved from http://www.trackaflight.com/solutions/fbo.html FBO’s of the Future. (2012). Southcomm Busines Media, LLC. Retrieved from http://www.aviationpros.com/article/10815553/fbos-of-the-future The Five Senses of Innovation, Inside the Box. (2012). Drew Boyd and Jacob Goldenberg. Retrieved frohttp://www.innovationinpractice.com/innovation_in_practice/2012/07/the- five-senses-of-innovation.html Forms of Interorganizational Relations. (2015). Heart Newspapers. Retrieved fromhttp://smallbusiness.chron.com/forms-interorganizational-relations-39419.html How Long Will it take for an Advertising Campaign to Work?. (2015). Hearst Newspapers.
- 8. INTRAPRENEURSHIP PLAN 8 Retrieved from http://smallbusiness.chron.com/long-advertising-campaign-work- 70221.html How much does it cost to develop an app?. (2011). Blue Cloud Solutions. Retrieved from http://www.bluecloudsolutions.com/blog/cost-develop-app/ How Much Time it Takes to Create Mobile App?. (2014). Crispy Codes. Retrieved from http://www.crispycodes.com/blog/mobile-app-development/how-much-time-takes-create- mobile-app.php Intraprenurial Business Plan, Blog: Business Planning (2013). Rolfe Larson Associates. Retrieved from http://managementhelp.org/blogs/business- planning/2013/09/09/intrapreneurial-business-plans/ Market Focus: Private Pilots. (2015). NAPCO Media. Retrieved from http://www.targetmarketingmag.com/article/the-high-life-high-flyers-110143/3/ Nonstop Shopping: Impact of mobile technology on purchasing patterns (2015). ScienceDaily Retrieved from http://www.sciencedaily.com/releases/2015/05/150505102314.htm Signature Flight Support. (2013). BBA Aviation, Inc. Retrieved from http://www.signatureflight.com/ What is a Fixed Base Operator or FBO?. (1997-2015). Presidential Aviation, Inc. Retrieved from http://presidential-aviation.com/fbo/ What is a Vision Statement?. (2014). Purch. Retrieved from http://www.businessnewsdaily.com/3882-vision-statement.html What the Heck is an “App”?. (2011). Small Business Trends LLC. Retrieved from http://smallbiztrends.com/2011/03/what-is-an-app.html