2nd Chance final MR

Academic year 2015-2016

Management Report presented by:Emily Norman

R0637156

Establishing a New Company by Participation in Business Trends

Pertaining to the Company AshtonAir and the Current Internt Trends

Degree in: Bachelor of Business Management - Marketing across Europe2BME

Contents Page1. Introductio

n……………………………………………………………………………………………………………………….3

2. Company Description…………………………………………………………………………………………………….….42.1 Aircraft Broker Description and

Purpose………………………………………………………………………….….42.2 Company Mission and

Strategy………………………………………………………………………………………….42.3 Customer Profile and Target

Group……………………………………………………………………………………52.4 Ashton Air’s

Competitors…………………………………………………………………………………………………..52.5 Financial

Results………………………………………………………………………………………………………………53. Source

Materials………………………………………………………………………………………………………………..63.1 Successful Aircraft Broker

Attributes………………………………………………………………………………….63.2 The Internet’s Impact on Business

Marketing……………………………………………………………………..63.3 Maximizing Web Presence

……………………………………………………………………………………………….73.3.1 SEO: Search Engine Optimization………………………………………………………………………73.3.2 Social Media………………………………………………………………………………………………….…83.3.2 Creating Quality Content……………………………………………………………………………..……8

4. Project…………………………………………………………………………………………………………………………..……94.1 Introduction……………………………………………………………………………………………

………………………94.2 Methodology

………………………………………………………………………………………………………….………9

4.2.1 Search Engine optimization………………………………………………………………..…………94.2.1.1 Backlinks………………………………………………………………………

…………..…104.2.1.2 Google My

Businesses…………………………………………………………….......10

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4.2.2 Maximizing Web Presence with Social Media and a Website………………………..…114.2.2.1 Website Content

Creation………………………………………………………………114.2.2.2 Aircraft Article

Analysis………………………………………………………………….114.2.3 Email Marketing

Campaign…………………………………………………………………………124.3 Findings…………………………………………………………………………………………………

…………………….134.3.1 Maximizing Web

Presence………………………………………………………………………….134.3.2 Backlinks…………………………………………………………………………………

……………….134.3.3 Maximizing Web Presence with Social Media and a

Website…………………………..144.3.4 E-mail Marketing

Campaign………………………………………………………………………..144.3.5 Post Project Aircraft Analysis

Market……………………………………………………………145. Conclusio

n……………………………………………………………………………………………………………………….16

6. References………………………………………………………………………………………………………………….......17

7. Appendices………………………………………………………………………………………………………………….19-29

INTRODUCTIONThe twenty-first century is fast paced and driven by innovation. In a business environment, it is essential to observe and participate in the latest trends of an industry to obtain a status amongst the main competition. Neglecting to partake in the current trends may results in severe consequences causing a business to suffer immensely. For example, the mobile phone manufacture Nokia, fell to the innovative technology of Apple, another mobile manufacture. Apple transformed the mobile phone market by releasing the first version of a smartphone, the iPhone. Nokia had already begun working on a smartphone prior to the release of the iPhone

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but remained focused on improving the basic mobile phone. Declining to pursue the smartphone market set Nokia back and allowed for other companies to surpass. To some business analyst, this mistake has been considered the most hurtful decision made by Nokia. (Gizmondo 2012) As illustrated by Nokia’s error, engaging in the current business trends is essential to grow and maintain a successful business amongst competitors in this constantly evolving society. Constant innovation is responsible for the transition of society and the evolution of how things are currently done, compared to in the past. One pivotal change in history was the invention of the Internet. The Internet created an abundant amount of tools that allowed humans to connect with one another in a way never possible before. (Chron n.d.) In the business industry, new channels of online communication provided a company the ability to strengthen internal and external communications immensely. This resulted in the ability to easily conduct mass communications and share information with a broader audience than before with only offline marketing. The development of the Internet lead to more innovation and created a vast amount of beneficial instruments for a business such as; different social media tools and virtual working environments. (Azcentral 2013) With this being said, the Internet can only be beneficial to a company if the company takes advantage of its services. Ultimately, the different Internet trends can provide an abundant amount of benefits if utilized, but could hinder a business if they chose not to participate. (Digital Marketing Philippines 2012)Ashton Air, a young aircraft broker company is in the process of establishing itself and gaining a larger client base. The company clearly understands how pivotal the Internet trends are and that it is compulsorily to utilize its features in order to obtain the status of competitors. Although, as a result of the company being fairly new, there is an absence of Internet presence besides a company website. Engaging more in the Internet trends would improve all forms of communication, reach out to a broader audience and provide credibility. It is crucial that Ashton Air performs the necessary actions to build a strong Internet presence in order to maximize the potential of gaining new clients, and establish itself amongst competitors as a successful aircraft broker. In the following composition, the company AshtonAir, is introduced and further analyzed to gain an understanding of the company background. Then the source materials discuss the research conducted to aid the problematic situation of AshtonAir, and thus support the importance of building a strong Internet presence. Furthermore, the process of the student intern’s methodology and findings are analyzed. Lastly, a conclusion including recommendations is presented followed by a reference list of sources. Appendices can be found at the end, it is recommended to refer frequently to this section throughout the composition.

2. Company DescriptionAshtonAir is an aircraft broker company founded in 2015, in Houston, Texas, United States of America. The main office is currently located in Houston, Texas, and directly across the street

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from NASA: The National Aeronautics and Space Administration Houston Headquarters, and Johnson Space Center. Fortunately, this area has a strong aeronautical presence due to the space industry and Ellington Field Unites States Air Force Base. Jeffrey Reid, a local Houston citizen, founded and self manages AshtonAir. He has extensive experience as an aircraft broker and was previously employed at NetJets, a larger broker company, for eighteen years. Jeffrey Reid decided to end his career with NetJets to pursue his own aircraft broker company. Fortunately, his previous career experience proved to be very beneficial to AshtonAir’s creation. Years of working in the aircraft industry provided Jeffrey Reid the knowledge to start his own company with the advantage of already possessing a reputation as a successful broker. Also, the connections formed at NetJets aided the inauguration of AshtonAir by providing an initial client base and a stable network base with other aircraft brokers. (AshtonAir 2016)

2.1 Aircraft Broker Description and PurposeThe main priorities of an aircraft broker consist of guiding a client through the process of purchasing or selling an aircraft. The services provided by a broker contain more depth than one simple transaction; it is a lengthy process with multiple transactions involving generous amounts of money. Correspondingly, to gain a client’s trust and be hired, a broker must possess attributes of an experienced and successful broker. The aircraft market is an intimate organization primarily controlled by companies or individuals who own aircrafts and their brokers. Consequently, making it difficult for an outsider to inquire or sell an aircraft without the assistance of a broker. Another hindering factor, it is not mandatory to release on public record the price of any aircraft transaction after the initial sale from the aircraft manufacturer. This increases the chances of an individual to be scammed into buying or selling an aircraft at an amount significantly more or less than its worth on the current market. As a result, it often requires a broker communicating directly with another broker to receive a candid price of the specific aircraft. Time management is another major advantage of hiring a broker. Due to the large variety of aircrafts, it can be very time consuming for an individual to discover the desired aircraft within the preferred budget without the tools of a broker. (AshtonAir 2016)

2.2 Company Mission and StrategyAshtonAir was founded on the belief that buying and selling a private aircraft should be a pleasurable experience for everyone involved. To ensure this, they promise clients a highly qualified and experienced broker to provide assurance every step of the way. In the aircraft broker industry, some companies are prone to scamming clients by charging high fees or adding on to the original retail price. AshtonAir condemns this behavior and holds their employee’s actions to the highest ethical standards. In order to confirm the company mission and values, AshtonAir is in the process of reaching out to new potential clients to build a strong company reputation. Strategic planning is primary when reaching out to clients in the aircraft broker industry. Previously mentioned, it is helpful to possess connections with other aircraft broker companies and maintain a decent network in order to gain a strong place in the market. Preserving connection with old clients and fellow broker associates from NetJets was an essential strategy to inaugurate AshtonAir. Unfortunately, this is not a substantial client base therefore improving all means of communication will be imperative to reach out and gain new clients. (AshtonAir 2016)

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2.3 Client Profile and Target GroupThe specific client profile and target group for the aircraft industry is significantly different than majority of other industries. In order to fully understand the client profile and the target group of AshtonAir, it is essential to begin with the total sum of money necessary to inquire a private aircraft. Aircrafts bought and sold by AshtonAir can be purchased for three million dollars on the low end of the market, whereas on the high end of the market an aircraft can cost as much as five hundred million dollars. The Census ACS survey claims that in the United States of America in the year 2014, the average house hold income was fifty-three thousand six hundred and fifty-seven US dollars per year. (Department of Numbers 2015) Thus concluding it is a very small and exclusive percent of the United States population that can financially afford a private aircraft and likewise fit the AshtonAir client profile and target group. Based off clients previously interacted with by Jeffrey Reid, the main purpose of owning an aircraft is for business and leisure travel purposes. Majority of the clients do not have the intention of personally piloting the aircraft or present a huge aeronautical enthusiasm like a pilot does. As a result, the clients and target group of AshtonAir tend to be less knowledgeable about aircrafts, hence an additional reason why a client may seek out the help of a broker. (AshtonAir 2016)

2.4 Ashton Air’s CompetitorsAircraft brokers tend to collaborate with one another often, but still maintain a competitive environment. In the Houston, Texas, area the most predominant competitor is JBA Aviation. JBA Aviation has provided aircraft broker services to the Houston area and worldwide since 1976. (JBA Aviation 2016) Due to the location proximity of the two companies, there is frequent communication resulting in a friendly business relationship. JBA Aviation has a huge advantage over AshtonAir by being the most established and known aircraft broker company in the Houston area. As a results of being an older company, JBA Aviation is able to present clients evidence of their successful business history and gain credibility. This strategy has already been implemented on their company website by advertising the aircrafts recently sold. Ashton Air is a young company that must develop and establish itself in the Houston area to obtain the status and success as JBA aviation, this is a long term goal that can gradually be accomplished over time.

2.5 Financial ResultsAs a result of being a developing company, and the time consuming process to buy or sell an aircraft; the financial results of Ashton Air are not yet significant. To illustrate a better perspective, AshtonAir is approximately a year old and in the developing stage, it is estimated to require a minimum of six months to buy or sell an aircraft due to necessary procedures. Lack of financial results is not a negative sign for a new and small aircraft broker. The first step to making a profit is developing a contract between the client and the broker consisting of; the services provided, overall cost, and legal aspects often involving lawyers. Creating and signing the contract can be the longest process considering many modifications and counteroffers are often negotiated. A negative aspect of this procedure is that the broker is not paid until the contract is signed by the client. Unfortunately, before a contract is signed many clients inquire information about aircrafts and the market then further stop the contract process. In this case,

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a broker has wasted a significant amount of time providing for the client free of charge. However, once the contract is signed, each individual service; buying or selling and aircraft, is a fee of fifty thousand dollars. This fee is distributed between company income and the finances required for advertising and research tools.

3.Source Materials3.1 Successful Aircraft Broker AttributesAcquiring the skills to become an aircraft broker may not be as difficult as perceived. An important skill required is to become knowledgeable of the market and aircrafts, in order to cater to the needs of clients. Listening skills are also crucial to familiarize with the client and gain the ability to diagnose exactly what they are looking for in an aircraft. This is necessary since often the broker must educate the client of the different aircraft options due to the extensive variety on the market. Another characteristic is to maintain an exceptional reputation and possess the ability to provide professional references. The main competition JBA Aviation, already engages in this strategy by displaying the aircrafts they had sold on their website. (JBA Aviation 2016) Furthermore, it is important for AshtonAir to be able to present to clients the same kind of successful business data to gain a credible reputation as well. (Forbes Business 2014) Lastly, a broker must be candid and always realistic about the process and the price. Some brokers attempt to make a hasty transaction for personal gain, this is not tolerated amongst top aircraft broker companies (Corporate Jet Investor 2014)Personal characteristics of a broker are important, but it is essential to acquire all tools to provide efficient services for a client. (Jet investor 2014) The broker industry has experienced remarkable changes throughout the evolution of technology and the invention of the Internet. New opportunities provided by the Internet changed the entire process of how aircrafts are research, bought, and sold. (Forbes Business 2014) Before the Internet, an aircraft broker was the main source of information providing a connection between the client and the aircrafts on the market. Integration of the Internet allowed for mass amounts of information to be easily accessed by anyone without the assistance of a broker. Eliminating the brokers role as the main source of information may seem as a setback, although the outcome was contradicting. Clients who used the Internet to seek out information became overwhelmed due to the mass amount of sources the results provided. Subsequently, the clients maintained dependent of a broker’s ability to contribute further value such as, providing relevant information in a straightforward manor. (Forbes Business 2014)

3.2 The Internet’s Impacts On Business MarketingBefore the Internet was utilized as a business tool, a new company would rely on offline marketing to build a client base. Offline marketing mainly restricted a company to the local area and the use of techniques such as; advertising in the local paper or joining a local networking organization. (Chron n.d) Financially supporting a new business can be difficult when deciding which department, such as product development or marketing, should receive the majority of funds. The introduction of the Internet provided a variety of low-cost marketing tools that allowed any size business access to easy and affordable marketing. (Salesforce 2014) Prior to the extensive use of Internet, all means of communication was conducted ‘in person, over a land-line telephone or by sending a letter through the mail’. (Azcentral 2014) The new online communication platforms such as e-mail, video chatting, and social media,

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lead to the ability of mass communication at a much faster pace. Unlike offline marketing techniques, the new channels allowed for a business to pursue a broader audience with less effort and financial support. (McGuinness 2011) Communicating with clients through online marketing techniques, such as a social media site, is an active strategy used by other brokers in the aircraft industry. As a result, it is imperative for Ashton Air to participate in these techniques to obtain the same Internet precise and client communication abilities as competitors.

3.3 Maximizing Internet Presence Previously concluded in section 3.1, the aircraft broker industry had transformed due to the vast amount of tools and opportunities administered by the Internet. Therefore, evaluating AshtonAir’s Internet presence is necessary to form a strategic plan and improve this vital aspect. Originally this company’s only active Internet platform is a website. A website can be beneficial to professionally display services and business values although, it is ineffective if there is a significant lack of viewers. The Internet allows a company to reach out to a broader audience that allegedly would not have been sought out otherwise, however, only if approached with the correct techniques. (Lateral Action 2011) In the following sections, diverse tools and techniques that can maximize AshtonAir’s Internet presence are researched and discussed.

3.3.1 SEO: Search Engine OptimizationSearch engine optimization, SEO, ‘is a methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP) -- including Google, Bing, Yahoo and other search engines.’ (Webopedia 2016 When a key word or phrase is entered into a search engine, a vast amount of different results is provided. Frequently, the amount of results for each search is so immense that often a viewer does not inquire past the first page. Business’s recognize this behavior and turn to search engine optimization techniques to increase their website ranking when a key word pertaining to their business is searched. (Webs February 8 2013) New companies such as AshtonAir, can utilize this tool to increase their rank and the chances of being discovered by potential clients. Unlike paid advertising, search engine optimization techniques never expire and can be exploited at a lower cost. (Rank Executives Internet Marketing Company 2016) Despite never expiring, maintenance and frequent updating of new search engine optimization techniques is highly recommended in order to maintain the desired rank. (Webs February 11 2013)Each search engine has a complex algorithm that is constantly changing to improve the experience of the user. After years of evolving, they have learned how to gain insight on which websites provide the best results and overall satisfaction. However, search engines are not enabled to read and evaluate the webpage content itself, therefore formulating a webpage’s rank is based off user interaction experience. An initial way to create a positive experience is providing a webpage that is user friendly in every aspect. In fact, in April of 2014, Google began to penalize the rank of webpages that did not provide support for mobile devices. An addition search engines assess the loading time a webpage, slower pages are deemed less superior and thus result in a lower rank. (Jeff Bullas 2014) Lastly, the information provided to

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the readers must be relevant to the key word that was searched. Creating content that refers to a specific key word frequently throughout the text can increase a webpages rank for that search. (MOZ n.d.)Another technique introduced from research conducted was a popular way to increase search engine optimization by creating backlinks for a website. A backlink, is a link that directs to a specific website and has been placed onto a different website. (Webconfs 2013) A website that has an abundance of backlinks constantly leading to its page is perceived as viewer worthy and results in a better rank. Building backlinks is a simple and can be very effective to gain a larger Internet presence if certain rules are followed. For example, paying for backlinks is a strategy that most search engines, especially Google, does not condone. Also, creating a profound amount of backlinks in a short period of time can cause a search engine to believe their algorithm is being manipulated. Violations on behalf of a search engine such as these example provided will result in a penalized website rank. (Entrepreneur 2012)

3.3.2 Social MediaSocial media is another low cost and accessible online marketing tool allowing a business to develop a larger Internet presence. As previously noted it is crucial to keep up with the changes and trends, especially for social media. For example, MySpace was the leading successor and main form of social media until in 2004, Facebook was created. Facebook’s innovation enriched social media and by 2009, took over as the leading social media resulting in Myspace’s decline. (Digital Trends 2015) Facebook also changed the way people can connect, and opened the doors for social media to be used for business. Multiple channels of social media can be used to engage with the target audience in different ways. Choosing which social media site will benefit a company is the first step. In order to decide it is important to assess the target group: age, profession and interests. (Social Media Examiner 2014) Due to the similarity of AshtonAir’s target group and their main competitor’s target group, social media insight was sought out from the competitor company to determine which sites are appropriate. The main competitor, JBA Aviation, actively participates with Facebook and LinkedIn, therefore, AshtonAir decided to focus on creating a Facebook Page.A social media site can be configured to benefit the website, and ultimately maximize the potential to increase Internet presence. This is capable since a social media site creates another form of online communication providing the viewer access the main website. (Social Media Examiner 2014) Facebook enables user interaction by allowing posts to be shared, this is beneficial for a company since each shared post is free word of mouth advertising to a broader audience. Allowing viewers to share posts or contribute personal testimonies also improves the interaction experience and will improve a company’s search engine rank. (Jeff Bullas 2014) In order to assess the development once the Facebook page is launched, the amount of friends the page obtains and the amount of posts shared will measure its success. However just launching a Facebook page is not sufficient in the long term perspective. Social media is constantly expanding and creating more ways to be useful in the business industry. (Social Media Examiner 2014) Although for now, a creating a Facebook account is main social media goal for Ashton Air.

3.3.3 Creating Quality Content.

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Possessing a broad audience of a website, social media page, or any form of online marketing exposure is paramount for a business. However, in order to accumulate a greater client base, the content displayed for viewers must be intriguing and provide value for the reader. Viewers are prone to inquire further about a company displaying interesting content compared to average or dull content, hence the importance of content creation. (Social Media Examiner 2014) Identifying and understand the target audience and the purpose of the content, such as to educate or entertain the viewer, is the initial step to great content. Furthermore, establishing a relevant and clear topic is necessary followed by conducting topic research to provide a foundation for the content. (Host Gator 2013) Content for a social media page and a website page are constructed differently, therefore it is important to alter the content characteristics depending on which Internet platform will be used. Typically, a social media post requires shorter and more precise content or visuals to stand out amongst all the different contributions from users. The laid back atmosphere associated with social media allows for a business to personify itself and interact with viewers on a personal level that may not be reflected through a normal website. On the contrary, there is only one main contributor for a website therefore longer informative content in a professional manor is more common. (Social Media Examiner 2015)

Collaboration of the two communication channels by inserting the website link on a social media post, which then provides viewers the opportunity to share the post, is effective technique to build Internet presence. Refer to section 3.3.3. In order for this technique to be beneficial, the viewer must be inclined to think that the content is worth sharing. Social media posts are condensed, therefore it must be visually appealing and easy to read to attract viewers. (Entrepreneur 2014) Researchers at the University of Pennsylvania carried out an extensive project analyzing which articles and content have the greatest chance to be shared by viewers. After 6 months the researchers concluded that posts covering positive topics or contained positive information were shared more often then those with a negative ambiance. (The New York Times 2010) Overall “Content is more likely to be shared if it is funny, moving, illuminating, inspiring, shocking, cute, controversial or sexy, or if it leaves the user feeling fearful or in awe.” (Jeff Bullas 2016)

4. Project

4.1 IntroductionAshtonAir is a developing company trying to establish a larger client base and gain brand recognition. As a result of being a young company, there are currently minimal strategies implemented to accomplish this goal. The student intern identified that in order for AshtonAir to transform into a prosperous business, it is necessary to utilize the modern marketing tools and trends such as the Internet. Research analyzed in the source materials concluded that a strong Internet presence is crucial to expose AshtonAir to a larger target group unreachable by offline marketing techniques. Currently there is an active website, but it lacks sufficient traffic

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and viewers, thus hindering its potential benefits to the company. Also improving the Internet presence to reach a broader audience is necessary to increase traffic to the website and acquire the desired client base to develop the company. It is important to note that the main local competitor is actively participating in a website along with social media, therefore an additional reason for AshtonAir to participate in the social media trends. After extensive research conducted by the student intern and further collaboration with the company mentor, a plan was created to achieve a stronger Internet presence.

4.2 Methodology In the following section, the methodology performed by the student intern is reviewed, analyzed and accompanied by authentic work examples.

4.2.1 Search Engine OptimizationExtensive research analyzed in section 3.3.1, identified that utilizing search engine optimization techniques would maximize web traffic efficiently and cost effectively for a small business like for AshtonAir. Search engine optimization tools and techniques were a foreign concept to the student intern and the company mentor prior to the research conducted. Considering there was no prior experience of working with these optimization techniques, the company mentor took the initiative to hire an outsider who could mentor and educate everyone further on web maximization. Using the website FreeLancer.com, a job position was advertised for someone with extensive experience of search engine optimization. A qualified candidate was chosen and thus a temporary employee was hired to guide the AshtonAir team. The temporary employee is located in Europe and has significant experience of helping companies maximize traffic of their website and improve overall Internet presence. This employee has requested to have his privacy respected therefore further details are not disclosed. Primary communication between the employees at AshtonAir and the temporary employee was conducted through email and weekly Skype meetings. During the first meeting a long-term goal was established; improve the rank of the AshtonAir website to appear on Google’s first results page for key words pertaining to the aircraft broker industry. This is an extreme long-term company goal that will require a great deal of hard work and more time than is allowed for the student internship.

4.2.1.1 BacklinksIn the appendices, 7.1, an example is provided visualizing the step by step process used to create a backlink, it is encouraged to refer frequently to this example during the following section to fully understand how backlinks are formed and function.The Initial task presented to the student intern was to create backlinks for the AshtonAir website. Explained in 3.3.1, a backlink is a link inserted on certain webpage, through a comment or post, that leads to a different website. In theory, generating more backlinks on a website with high traffic leads to more viewers on the AshtonAir website. Initially a backlink is formed by finding a website that has high traffic but also is linked to the concept of the AshtonAir company. (Webconfs 2013) Websites based on aircrafts, traveling or anything concerning aeronautics are a few examples of acceptable website concepts. Discovering a website such as previously described was possible through the services of Linksearching.com. Key words pertaining to the aircraft broker industry, such as aircraft broker or private jet, were

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searched along with the desired type of webpage to perform the backlink (appendices 7.1.1). Considering only high traffic websites are acceptable, SEOcheckup.com was used to determine the intensity of a webpage. Each webpage was provided a score out of one hundred based on its search engine rank, webpages ranking thirty-five out or higher were appraised as acceptable (appendices 7.1.2). Forming the comment that contained the link to AshtonAir was a prudent process. Persevering the credibility and reputation of AshtonAir was an obligation even when creating brief content such as a backlink. The webpage administrator has the authority to either approve a comment allowing it to be posted, or report it as spam. Consequently, search engines disregard spam posts and penalize the website rank of the spam creator. (Entrepreneur 2012) Backlinks reported as spam are not valuable and can lower a websites rank, hence why it is necessary to brainstorm the comment content before posting. The initial step to formulate an appropriate and intriguing comment is to thoroughly read the webpage to gain a deep understanding of its topic. Providing new insight or asking intellectual questions pertaining to the topic can result in a successful backlink and the potential of other readers engaging in conversation on the comment. In the appendices 7.1.3, an authentic backlink created is provided as an example.

4.2.1.2. Google My BusinessAnother search engine optimization technique suggested from the temporary employee was a tool created by Google, Google My Business. If used properly, partaking in Google My Business will improve the relationship between Google and the company website, resulting in a better search rank. This service is another Internet platform for AshtonAir to advertise their business information including the office location, a link to the website, pictures, and other relevant information. Also, users are authorized to contribute by writing a public review and rating the company. (Google 2016) Google is a predominantly trusted search engine, therefore presenting AshtonAir’s business information through the Google My Business tool can build credibility. (Practical Ecommerce 2014) Completing the verification process began by AshtonAir providing all essential company data such as contact information, location and the type of business. Next Google My Business validated the company existence by mailing a postcard with a verification code to the provided address. After verification, Ashton Air was provided an active Google My Business account. Creating this account will improve the local search engine rank since Google My Business uses the company’s location and their tool, Google Maps, to improve the search engine algorithm. (Google 2016) In appendices, 7.2, a visual of the Google My Business feature is available.

4.2.3 Maximizing Web Presence with Social Media and a WebsiteInternet presence via social media is non-existent for Ashton Air. This was analyzed as a huge problem since majority of the research in the source materials promoted the importance to partake in Internet trends, especially social media. The student intern recognized that developing a social media plan for Ashton Air would contribute tremendously to the goal of creating a profound Internet presence and support the website. Discussed earlier in 3.3.2, was the decision to launch a Facebook account. Launching the social media plan began by creating a Facebook page with the name Ashton Air LLC, but then immediately setting the account to private. Although there is not a current plan to start a Twitter account anytime soon, @tweetahtonair, was created and set to private as well to secure the desired account name for potential use. A social media account with minimal content may be perceived as unpolished

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and reflect poorly on the image of the company. Correspondingly, public accesses to the account will be allowed once the appropriate amount of content has been created to professionally launch and maintain the Facebook. Featured in the Appendices, 7.3, is a current photograph of the appearances of the Ashton Air Facebook page.

4.2.3.1 Website Content Creation Content creation was a priority task for the student intern considering content was needed to support the website and launch the Facebook account. In order to maximize the use of the content created, the content had to be appropriate to use for all of AshtonAir’s Internet platforms; the website and Facebook. The company mentor decided that creating aircraft articles would be beneficial and practical content for posting on all Internet channels. Further inquisition concluded that main competitor of AshtonAir exerted the same strategy by providing an archive of aircraft articles on their website. (JBA Aviation 2016) Not only will the articles provide content for all Internet channels, but will also transform the website into a main source for aircraft information. Due to the limited time of the internship and abundance of aircrafts, the student intern focused on writing summaries of aircrafts that clients showed interest in or aircrafts that were popular on the market. Eventually the long-term goal is to complete a summary of every private aircraft like the competitors have done. Another content optimization strategy utilized was creating key word content that was briefly discussed in section 3.3.1. Aside from the aircraft articles, key word optimization texts were created as well. An example is provided in the appendices, 7.4.

4.2.3.2 Aircraft Article AnalysisAs a result of the student intern possessing limited background knowledge of private aircrafts, research was the initial step for every article. Previously stated, competing companies had already written their own aircraft summaries, plagiarism of this content was extremely prohibited. Research of the different aircrafts was conducted from reading personal testimonies or reviews of an aircraft to obtain information. For instance, using a review that was publically published by the manufacturer when the aircraft was released onto the market. Also, many private companies hire pilots or aircraft analysists to perform extensive reviews to educate aircraft owners, pilots or other aircraft enthusiasts. An example of an aircraft review used to create an article is located in the appendices 7.5.1. Another source of information utilized was the official aircraft manufacture website. Every manufacturer creates a web page for each aircraft produced that displays a detailed specs sheet of factual information such as the engine and avionics equipment or precise measurements. In order to guarantee original content, specific information obtained from all of the sources were written in a bulleted list which became the the foundation and main tool to write the aircraft articles. Refer to appendices 7.5.2. This process forced the reader to create the remainder of the content based off the facts recorded and also to minimize plagiarism or similarity of the aircraft reviews used.Considering the reader is a potential buyer, it was crucial to keep the buyer’s perspective in mind when deciphering important information to include in the article. The target group was analyzed in section 2.3, as a result it was concluded that majority of clients use the aircraft for business or leisure travel and are not qualified pilots. After further discussion with the company mentor about the appropriate disposition in order to cater to the reader, it was decided to concentrate more on the passenger amenities than the mechanical aspects. Information of the aircrafts mechanics would be present as well, just a bigger emphasis on the

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passenger amenities. An aircraft article was written in a certain manor to educate a client and positively influence the buyer to potentially invest in the aircraft. With that being said, the purpose of the articles is not to be a malicious sales push and therefore dishonest information about was forbidden to include.A typical article began with an introduction highlighting key aspects pertaining to this aircraft such as passenger comfort or ability to travel at high speeds. Following the introduction, passenger amenities were presented which contributed to majority of the article. Details such as; maximum passenger capacity, cabin seats configuration, and the noise reduction ability were some of the information included. Then a summary of the mechanics, such as the engine and avionics system and flying performance. Every aircraft design is unique, ergo before the conclusion, the reader was educated about the features that diversify this aircraft from others. Remaining honest with the clients is important to gain trust, for this reason it was disclosed at the end of the article if any serious reoccurring issues were associated with the specific aircraft. Innovation of aircrafts is also very common, therefore continuously updating the information within the articles is important to stay up to date in the market. Weekly, the student intern researched the aircrafts previously summarized to identify if any articles needed to be altered due to modifications made from the initial aircraft models. During the student internship there were no significant modifications necessary, nonetheless this will remain a duty of the team at AshtonAir. The creation and research process of an article is further explained using a real aircraft article example in the appendices 7.5.2 and 7.5.3

4.2.4 Email MarketingThe aircraft broker industry continues to participate in direct and personal email marketing. It was decided that the aircraft articles provided by the intern could be adjusted and used as a base to build email-marketing campaigns. The emails consisted of an eye catching statement or short summary about the specific aircraft and provided a link leading to the full aircraft article on the AshtonAir website. Ultimately another way of reaching out to potential clients and receiving more website traffic. The AshtonAir employees decided that an email marketing campaign will be created and sent out about an aircraft currently being sold or is favored on the market. These campaigns are configured and sent using a program called Agile CRM. While using this program the sender can track the actions of the email recipient. For example, if the receiver has opened the email or not, and if they did open the email, then track what actions followed such as clicking the link leading to the website. This data is very valuable for future actions as a company can build a potential client base of the recipients who inquire about AshtonAir. In the appendices, 7.6, an email marketing campaign created for the Gulfstream G200 is provided. This aircraft was a popular purchase due to the sudden increase of supply which lowered the price significantly.

4.3 Findings

4.3.1 Maximizing Internet PresenceWhen the project to increase AshtonAir’s search engine optimization commenced, the AshtonAir website was difficult to find on the Google search engine. The rank was so insignificant that when the key word, AshtonAir, was entered into Google, the website did not appear on the first page of results. This addressed a severe problem since AshtonAir did not

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appear as a first page result for a key word as straightforward as the company’s own name. On behalf of the Search engine optimization techniques implemented, the website is currently the first result when the key word, AshtonAir, is searched. Refer to appendices 7.7.1. This is a small improvement towards the ultimate goal of being a first page result for a key word such as aircraft or aircraft broker, regardless still a positive outcome from rank optimization techniques. However, both Google searches, before the use of search engine optimization techniques and after, were conducted within local proximity to the Ashton Air office. Due to the creation of a Google My Business account, which focuses on improving local results, this could of been a rank improvement only in the Houston, Texas area. To test this hypothesis, another Google search was performed outside of the Houston area in Leuven, Belgium. The website remained as the first result when the keyword AshtonAir was searched, therefore concluding an international improved search engine rank. Verification can be found in the appendices 7.7.2

4.3.2 BacklinksThe success rate of comments approved by the website administrators was fairly positive, an estimated one out of every three comments resulted in a backlink for AshtonAir. Comments that are still awaiting moderation from the web administrator could potentially become backlink, although it is more likely that the webpage is no longer actively managed. Forming an extensive amount of backlinks granted the student intern the ability to verify that creating backlinks is a primal strategy also performed by other businesses. However, many of the other comments discovered were merely business promotions that had no relevance to the webpage content. This strategy completely contradicted the content creation procedure carried out of the student intern. Further investigation was conducted to analyze the effectiveness of a backlink with a business promotion comment versus a structured comment, yet a conclusive answer was not able to be discovered. Creating a significant number of backlinks is a tedious activity often requiring a generous amount of time to complete. However, research discussed in 4.2.1.1 did express that backlinks never expire. Therefore, the backlinks created by the student intern will continue to contribute to the company unless the specific comment or the entire webpage is deleted. Considering the positive progress resulting from the creation of 526 backlinks, backlink formation should be continued to further improve the search engine optimization rank. Although, using the same process to find acceptable webpages with the tool Linksearching.com became harder after all the main key words had been searched. Alternative ways to create backlinks that obey the search engine rules discussed in 3.1.1, should be investigated and implemented. Located in the appendices, 7.8, is a visual of how the backlinks are stored on the website MonitorBacklinks along with verification of the final backlink.

4.3.3 Maximizing Web Presence with Social Media and a WebsitePreviously discussed, the aircraft articles created are part of the Internet presence maximization plan and will be posted onto the Ashton Air website and further linked to the Facebook account. Considering the extensive amount of time required to complete the process of an aircraft article, AshtonAir has not uploaded any content to the main website.

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Consequently, the Facebook page has not been publically launched due to lack of content. The Ashton Air team desires to maintain withholding these actions for professional appearance reasons. Although the aircraft articles, keyword content, and other creations of the student intern formed the basis of a previously non-existing search engine optimizing content collection. Once enough content has been created it will be uploaded to the website and further linked to the Facebook account back. This will be accomplished by creating a normal post on Facebook that contains the link to the aircraft article page on the website. In theory this should bring in more traffic to the Ashton Air website as learned in prior research ,3.3.2, social media accounts have the ability to reach out to a broader audience. Discovered throughout the project was the importance of networking with other aircraft broker companies, or aircraft enthusiast, in the industry since this is still a main way to gain a client base. As a result, it may be beneficial to participate in the social media LinkedIn, a professional online networking tool. The idea to create a LinkedIn for AshtonAir was previously reject by the founder Jeffery Reid since he actively participated in a personal account. Although there are benefits of creating a separate company LinkedIn account, for instance networking between aircraft brokers can be done virtually in a professional manor and at a quicker pace. Also, LinkedIn gives the opportunity for users to rate, review and commend a company of their services providing great credibility due to the professional environment. (Nuanced Media 2015)

4.3.4 E-Mail Marketing Campaigns and PresentationsUnfortunately, the first e-mail marketing campaign produced by the student intern was sent out using the Agile CRM program, but did not provide positive feedback. Out of the 57 recipients, only 11 opened the email and and only 3 proceed to the website. Out of the 11 who had opened the email, further contact between the recipient and AshtonAir did not occur. Currently the Ashton Air client base is limited, therefore potentially in the future with a larger recipients audience and more aircrafts for sale, the e-mail marketing campaigns will provide more value. As a result, it was deemed more productive to focus on building a collection of aircraft presentations to have on file. These presentations could be easily emailed to anyone requesting information about an aircraft, or provide the basic material for a face to face inquiry. The PowerPoint presentations were created from the articles plus extensive market research of each aircraft. Beginning with a brief overview of the aircraft by highlighting a few important aspects followed by data of the current market overview. Next, a few photos are provided as a visual followed by the most important part, the aircraft market options. On this slide, an explanation of the buying situation is presented in an easy to understand format. This provides the client with a realistic expectation for the price and value of the aircraft. Example in the appendices section 7.9.

4.4 Post Project Aircraft Market Analysis To concluding the findings remarks, the company mentor and student intern discussed the industry and instability of the buying and selling aircraft market. The following insight may present significant reasons to explain the lack of significant growth of the client base. In 2015, the aircraft market started to present a significant decline in worldwide consumption for the first time since the year 2009. (Bloomberg 2015) Due to an overall decline of demand in the market, aircrafts are not retaining value as they once did. In fact, ‘aircraft values are slipping by about 9-10% annually, which is 2-3 times faster than previously seen’ (AVBuyer 1 March

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2016). This created a standstill in the market due to sellers not accepting the depreciation of their aircraft and listing at a price that the buyer knows is unrealistic. There are many external factors that influence the stability of this industry. For instance, an image issue is starting to discourage the purchasing and use of a private aircraft for business purposes. The Q3 2015 JETNET iQ survery concluded that approximately half of the participants’ purchases or usage of a business aircraft has been affected by the developing sensitivity to the general public’s negative opinion of luxury business travel. Another reason is that buyers tend to hold off till the start of the new year since new aircraft models are released causing the value of previously owned aircrafts to decrease. (AVBuyer 2 January 2016) During the student internship, a client who had inquired with AshtonAir to buy a Gulfstream G500 decided to postpone the buying process for this exact reason previously explained.Another main influence is the economy and its tendencies to change. Currently the GDP for the United States is expected to grow two point four percent, which has been a steady increase from the previous year. (AVBuyer 1 March 2016) That may lead to a rise in the aircraft industry, but this year presents a historical event that could also hinder growth, the 2016 United States presidential election. Jeffery Reid, the founder of AshtonAir, presented personal insight from his recent experiences with clients on this topic. The election in November holds potential to continue the improvement of the economy, or results in a decline depending on the candidate elected. In this case, recent clients tend to hold off on plans to inquire or sell an aircraft until the election has concluded. Furthermore, this event is held at the end of the year encouraging buyers to also wait to see what the new year brings. All of these factors combined have negatively influenced the aircraft market for 2016 and could have contributed to the lack of development of AshtonAir’s client base.

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5. ConclusionA young company, such as AshtonAir, should build a strong Internet presence in order to successfully develop a broad client base and establish itself amongst competitors. Main competitors of AshtonAir already utilize the Internet as a primary business and marketing tool hence why it is crucial to partake as well. The importance of participating in the latest industry trends was illustrated by real world example such as; Nokia’s lack to partake in the smartphone business and secondly, the decline of MySpace to the innovative new Facebook. Thus supporting the importance of participating in the Internet trends exploited by the competition in aircraft brokers industry. Inaugurating a social media plan and performing seach engine optimization contributed to the beginning of a profound Internet presence resulting in increased website search engine rank and potential viewer traffic.Despite the strong foundation initiated to develop the AshtonAir Internet presence, a great deal of work is necessary to obtain the desired company status. Considering the duration of the student internship was three months, it is solely the responsibility of the AshtonAir company to continue developing a strong Internet presence. Currently this company is faced with the disadvantage of lacking the available labor to maintain the duties of the student intern. Therefore, it would be beneficial to hire another employee to manage the previous responsibilities and maintain the momentum of Internet presence maximization. Outsourcing these tasks may can be cheaper than hiring a full time employee as the current asking price from outsourcing companies is anywhere from twenty-five dollars to one hundred and fifty dollars per hour(Content Factory 2016). For the specific situation pertaining to AshtonAir it would be recommended to outsource an employee via Freelauncer.com for twenty hours a week at a pay rate of twenty-five dollars an hour. In order to preserve assets, this job will last for one month in order to continue the completion of launching social media, backlinks and content creation, and continuous research of new search engine optimization techniques and Internet trends. Thus this temporary outsourced job will create a net loss of two thousand dollars, although if an aircraft is sold then the potential return on this asset will be twenty-five percent proving to be very beneficial to AshtonAir.Improving the Internet presence by means of the methods analyzed and performed is important for a long-term company establishment goal. A short term goal for AshtonAir would be to improve the business to customer aspects since creating a strong Internet presence has provided limited success in this department for AshtonAir. As a result, it would be wise for the employees of AshtonAir to also maintain a strong focus on building bigger brand awareness and building a client base by taking an offline approach. Doing so by directly approaching and engaging the customer, for example at an aircraft trade fair, and creating a business -customer relationship which will later support the Internet platform that is steadily growing. Overall AshtonAir needs to establish itself since it is a new and unknown business. Participating in the trends of the industry such as Internet presence is important although building a strong business to customer relationship is necessary in order for these trends to be beneficial and further grow a business.

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6. References

1. AvBuyer (January 2 2016) What are the Biz Av Market Trends for 2016? [online] available from <http://www.avbuyer.com/articles/business-aviation-market-insight/what-are-the-biz-av-market-trends-for-2016/> [3 May 2016]

2. AvBuyer (March 1 2016) Business Aviation Market Summary March 2016 [online] available from <http://www.avbuyer.com/articles/business-aviation-market-insight/business-aviation-market-summary-march-2016/> [3 May 2016]

3. AshtonAir (2016) Home Page [online] available from <https://ashtonair.com> [12 February 2016]

4. Azcentral (n.d.) How Has the Internet Changed Businesses in positive Ways? [online] available from <http://yourbusiness.azcentral.com/internet-changed-businesses-positive-ways-13457.html> [11 March 2016]

5. Bloomberg (2015) Luxury- Jet Market Value Seen Slipping for First Time Since 2009 [online] available from <http://www.bloomberg.com/news/articles/2015-11-16/luxury-jet-market-value-seen-slipping-for-first-time-since-2009> [5 May 2016]

6. Content Factory(2016) How Much Does Social Media Cost? [online] available from http://www.contentfac.com/how-much-does-social-media-marketing-cost/ [1 August 2016]

7. Chron (n.d.) How Has Internet Impacted Businesses? [online] available from <http://smallbusiness.chron.com/internet-impacted-businesses-321.html> [6 March 2016]

8. Corporate Jet Investor (2014) How to be a good aircraft broker [online] available from<http://corporatejetinvestor.com/articles/how-to-be-a-good-aircraft-broker-646/>[1 March 2016]

9. Cup of Jo (2012) Plane Pic [online] available from < http://cupofjo.com/2012/01/plane-picnics/comment-page-2/#comment-1224395> [27 April 2016]

10. Department of Numbers (2015) US Household Income [online] available from<http://www.deptofnumbers.com/income/us/> [2 May 2016]

11. Digital Trends (2015) Former Myspace CEO Explains Why Myspace Lost Out To Facebook So Badly [online] avalible from <http://www.digitaltrends.com/social-media/former-myspace-ceo-reveals-what-facebook-did-right-to-dominate-social-media/> [5 March 2016]

12. Digital Marketing Philippines (2012) The Pros and Cons of Having a Full Internet Marketing Campaign (Infographic) [online] available from <http://digitalmarketingphilippines.com/the-pros-and-cons-of-having-a-full-internet-marketing-campaign-infographic/> [5 April 2016]

13. Entrepreneur (2012) How Backlins Can Boost Traffic to Your Website [online] available from<https://www.entrepreneur.com/article/223157> [28 Febuaray 2016]

14. Entrepreneur (2014) The 7 Secrets to Shareable Content [online] available from <https://www.entrepreneur.com/article/232083> [15 April 2016

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15. Forbes Business (2014) What Makes Aircraft Brokers More Valuable Today Than Ever Before? [online] available from<http://www.forbes.com/sites/businessaviation/2014/05/22/what-makes-aircraft-brokers-more-valuable-today-than-ever-before/#1bde0c795545> [28 February 2016]

16. George, F.(2011) ‘Galacy/Gulfstream G200’. Original super-midsized jet offers impressive comfort,utility and economy 1, 80

17. Gizmondo (2012) How Nokia Lost the Smartphone Race a Decade Ago [online] available from <http://gizmodo.com/5927280/how-nokia-lost-the-smartphone-race-a-decade-ago>[27 February 2016]

18. Google (n.d.) Improve your local ranking on Google [online] available from<https://support.google.com/business/answer/7091?hl=en> [March 28 2016]

19. Host Gator (2013) A Beginners Guide to Creating Stellar Original Content For Your Website [online] available from <http://www.hostgator.com/blog/2013/09/10/beginners-guide-to-creating-stellar-original-content-for-your-website/> [15 April 2016]

20. JBA Aviation (2016) Why JBA [online] available from <http://www.jba.aero> [1 May 2016]

21. Jeff Bullas (n.d.) 13 Super Easy Ways to immediately Improve Your SEO [online] available from<http://www.jeffbullas.com/2016/03/29/13-super-easy-ways-to-immediately-improve-your-seo-ranking/> [28 Febuaray 2016]

22. Lateral Action (2011) 10 Biggest Mistakes Artists and Creatives Make at Internet Marketing ( and How to Fix Them) [online] available from http://lateralaction.com/articles/artists-internet-marketing/ [10 April 2016]

23. MOZ (n.d.) How Usability, User Experience & Content Affect Search Engine Rankings [online] 6. Available from <https://moz.com/beginners-guide-to-seo/how-usability-experience-and-content-affect-search-engine-rankings>[1 March 2016]

24. Nuanced Media (2015) 3 Reasons your business will benefit from LinkedIn [online] available from <https://nuancedmedia.com/3-reasons-your-business-will-benefit-from-linkedin/> [27 April 2016]

25. Practical Ecommerce (2014) Google My Business: What You Need To Know [online] available from <http://www.practicalecommerce.com/articles/112816-google-my-business-what-you-need-to-know> [28 March 2016]

26. Salesforce (2014) How the Internet Changes the Way Small Businesses Approach Customer Retention [online] available from <https://www.salesforce.com/blog/2014/12/how-the-internet-changed-the-way-small-businesses-approach-customer-retention.html> [10 March 2016]

27. Social Media Examiner (2014) A Beginner’s Social Media Guide for Small Businesses [online] available from <http://www.socialmediaexaminer.com/social-media-guide-small-businesses/> [6 March 2016]

28. Social Media Examiner (2015) How to Create Influential Content With Social Media [online] available from <http://www.socialmediaexaminer.com/create-influential-content-with-social-media/> [4 April 2016]

29. The New York Times (2010) Will You Be E-Mailing This Column? It’s Awesome [online] available from <http://www.nytimes.com/2010/02/09/science/09tier.html?_r=2&> [15 March 2016]

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30. Webconfs (2013) The Importance of Backlins [online] avalible from <http://www.webconfs.com/importance-of-backlinks-article-5.php> [27 February 2016]

31. Webopedia (2016) search engine optimization (optimizer)-SEO [online] available from <http://www.webopedia.com/TERM/S/SEO.html> [5 March 2016]

32. Webs (February 8 2013) Search Engine optimization 101 [online] available from <http://www.webs.com/blog/2013/02/08/search-engine-optimization-101/> [1 March 2016]

33. Webs (2013) Search Engine optimization 103: Benefits of SEO [online] available from <http://www.webs.com/blog/2013/02/11/search-engine-optimization-102-benefits-of-seo/ > [1 March 2016]

7. Appendices

7.1 Creating Backlinks

7.1.1 Finding a Website With LinkSearchingThe key word entered in the search was “Aircrafts” and the webpage desired is a WordPress Blog that allows viewers to post their own comments.

7.1.2 SEOcheckup TestIn this specific scenario the website, http://cupofjo.com/2012/01/plane-picnics/comment-page-2/#comment-1224395, was selected to be tested with the SEOcheckup service. As presented below, the website scored a sixty on a scale of one hundred for its domain authority, also referred to as search engine rank. The minimum score a website could have was thirty-five,

therefore this website was sufficient.

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7.1.3 Creating the Content of the BacklinkPresented below is website used with the comment carrying the backlink for Ashton Air. As you can observe, the comment layout provides the option to leave the commenters name, email and most importantly, website. Entering the website link further creates the backlink that leads to the Ashton Air website.

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7.2 Google My Business Display

7.3 Ashton Air LLC Facebook Page

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7.4 Key Word Optimization Content: Key words: Jet Broker, Private Jet, Buy or Sell and Aircraft

Buying or selling a private jet should be an enjoyable positive experience for everyone involved. Trying to to do so on your own sounds like quite the nightmare, that’s where our jet broker services come in to help. Let us at AshtonAir provide you with a highly qualified and experienced jet broker to make buying or selling a private jet an easy and smooth ride. Hiring a jet broker has many benefits and perks for a buyer or seller. Overall a jet broker can save you precious time and a significant amount of money as well as providing a stress free experience. Our jet brokers at AshtonAir have years of experience successfully helping clients buy and sell private jets and have maintained a great reputation for providing quick and fair service to everyone involved.

Let our jet brokers help you buy your new private jet! You may not be aware of what kind of private jet you are looking for due to the abundance of different types of aircrafts on the market. Each one has its own characteristics, specific amenities and features; the options in a private jet are truly endless. Our highly knowledgeable jet brokers listen to what our clients are looking for and conduct detailed research to cater to our clients. With our expertise and experience with private jets at AshtonAir, we guarantee to provide a jet broker that can assess your needs and educate you of the many different options. Once our brokers have presented to you the aircraft options, we take our time going through each aircraft to make sure you find the perfect private jet for you.

After our jet brokers have helped you find the ideal aircraft, the service doesn’t stop there. Private jets can be expensive and our jet brokers know just the way to get the right price and best cost value. Us at AshtonAir never wants our clients to be overpaying, therefore take all necessary actions to guarantee this statement. Our Jet brokers buying skills and knowledge of the market and private jet industry will lead you to your perfect private jet in no time!

Every once in a while it’s time to part ways with your private jet, our jet brokers have that covered too. Jet brokers at AshtonAir fully analyze the market and find the right competitive price for your private jet in order to sell your aircraft quickly and at a price you desire. We hold our jet brokers at a high standard when it comes to the modern day selling techniques and customer service. With that being said, the help of a jet broker from AshtonAir’s we can quickly sell your private jet and even simultaneously be looking for its replacement!

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7.5 Creating The Gulfstream G200 Aircraft Article 7.5.1. Research Source: Pilots Review

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7.5.2 Initial Data from ResearchThe first task was to perform extensive research and collect information that could be of importance in the mind of the target audience. This was accomplished by reading through a review or other source of information and writing down only worthy information. Creating a bulleted list provided the foundation for the aircraft articles. Below is the example of the listed created from reading through the Pilots review presented above in 7.3.1.

Gulfstream G200 Information: Range and comfort of a large cabin jet for a midsize cabin price Can seat 8-10 passengers comfortably but maximum 19 A cabin length of 24.5ft and 6.3ft stand-up headroom largest baggage capacity in its class, 150ft cubed 25 cubed ft of internal baggage space and 125 cubed ft external baggage that is

heated and pressurized cabin length 24.5 ft and width 7.2ft powered by Pratt & Whitney PW306A engines, 6,040 pounds of thrust each The aircraft is fitted with the Collins Proline 4 avionics suite Standard devices include dual ARINC 429 Pro Line

Communication/Navigation/Identification radios with dual DMEs and ADEs, a single AlliedSignal GNS-X/EX FMS, a WXR-840 weather radar.

Ideal for completing long range mission rapidly and comfortably wings are very flexible resulting in an easy ride through turbulence optional $250,000 safe flight instrument auto throttle system reduces pilot

workload substantially Basic maintenance intervals are 300hr, but Gulfstream now offers 500hr MSG-3

complaint maintenance program. Direct operation costs are approximately between 2,000 – 2,500 an hour Strong characteristics of this aircraft are cabin comfort, ride quality and baggage

capacity Comparatively modest resale prices and best-in-class operating economy, mainly

because of its lower fuel burn Original design by Israel Aircraft industries and called the Astra Galaxy Can easily carry four passengers on a long-range transcontinental or transoceanic

flight

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7.5.3 Aircraft Article: Gulfstream G200

The Gulfstream200 provides immense cost for value. This private jet offers a range and comfort of a large size cabin jet for only a midsize cabin price. Its strongest qualities are extreme cabin comfort, superior ride quality and spacious amount of baggage storage capacity. With 25-cubed ft of internal baggage storage and 125-cubed ft of external baggage storage, it has the largest baggage capacity of its class. It also has a comparatively modest resale price and best-in-class operating economy, mainly due to its low fuel burn.

The cabin of the Gulfstream200 is 24.4 feet long, 7.2ft wide and has a stand up height up 6.3ft, so whether you are sitting down or walking around the spacious cabin you will always be comfortable. Each model varies but the cabin can be configured to hold anywhere between 9 and 10 seats. Range of an aircraft is always dependent on the number of passengers and weight load of each trip, but the G200 can easily provide a range of 3,100. Also to keep in mind is that the earlier serial numbers had a heavier interior weight causing the range to be less than the newer lighter serial numbers. Ultimately the Gulfstream 200 is ideal for completing long-range transcontinental or transoceanic flights rapidly and comfortably.

The heavy load of the wings and their flexibility allow the Gulfstream 200 to fly evenly and smoothly in all conditions, especially when faced with turbulence. According to the senior editor at aviation week, the required runway needed at maximum takeoff weight is 6,083, while a typical 1,000nm mission requires a 4,000ft runway. In situations where the altitude is at 5,000ft or above, the maximum takeoff weight is reduced to 3,195 and required runway needed for takeoff increases to 8,804ft. Once in the air, the G200 can climb to an altitude of 37,000ft in nineteen minutes and maintain a normal cruising speed of 430knot or a high cruising speed of 470knots.

This aircraft is powered by Two Pratt & Whitney PW306A engines each providing 6,040 pounds of thrust each and is fitted with the digital 5 screen Collins Proline 4 Avionics suite. Standard devices include dual ARINC 429 Pro Line Communication/Navigation/Identification radios with dual DMEs and ADEs, and a single AlliedSignal GNS-X/EX FMS, and a WXR-840 weather radar. Also the standard entertainment setup includes two DVD players, a CD player and Airshow 400. The G200 can be fitted for satcom, XM satellite radio and high-speed Internet amongst many other features.

Gulfstream installed world-class sound insulation and interior furnishing on the G200 providing maximum comfort and luxury with every inch of this aircraft. The interior is typically configured with a forward galley featuring a; microwave, coffeemaker, sink, ice drawer, trash compartment and storage doors and drawers, along with a full-width private aft lavatory that has a; solid sliding door, vanity with storage, sink and running water and an externally serviced chemical toilet. This aircrafts biggest weakness is that it really hikes runways. Its biggest competitor is the Challenger 300 that has a much shorter runway requirement but is priced significantly higher in its resale price. If the Gulfstream 200 is provided with enough runway space, this aircraft can provide the most cost-effective and comfortable business transportation in the super midsize aircraft class

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7.6 Gulfstream G200 E-Mail Marketing Campaign Computer and Mobile Version

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7.7.1 AshtonAir Google Search in Houston, Texas

7.7.2 AshtonAir Google Search in Leuven, Belgium

7.8 Final Backlinks Created Count

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7.9 Gulfstream G200 Client Presentation

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