The opportunity that I am describing
pertains to all those travel on major airlines at any point in their lives. There
is a huge gap in the customer service that people expect from airlines and
other businesses such as restaurants or professional services. The reason this
exists is because airlines have a very tight grip on the market that they operate
in and despite how they treat travelers sometimes there is little that is going
to happen if your experience goes poorly.
Forces changing the environment
that this venture would operate in would be the massive area that social media can
cover in a short amount of time. People who have unpleasant enough experiences
will take to the airwaves in order to voice their discontent with how they were
treated by the airline they were traveling with. Whether it be a dog dying or a
man being dragged off against his will, people will make sure that the PR of a
company is tarnished. So that they can have a nice settlement from the company.
With consumers having the potential power to seriously hurt airlines it is
critical for airlines to begin stepping up the services they provide for
distressed travelers. Airlines are great at being nice when things are going
smoothly, but when you miss connections or get massive delays they do nothing to
mitigate the damage that is done to people who are extremely far away from
home.
The customers in this market are currently
not having this need satisfied. The need of the peace of mind that you will be taken
care of when you travel. Even if something completely out of your control takes
place. People will pay money in order to help them in the future from something
they can’t control. This way they feel like they have some kind of control over
the situation. This opportunity isn’t a ground breaking discovery that will change
the world. It is something that would potentially become an industry norm and
be considered necessary when purchasing an airline ticket. A form of insurance
that makes sure they get home safely and comfortably when things go wrong. The
window of opportunity probably will not be terribly long because it will be difficult
to put barriers to entry for competitors.
The innovation
that I have come up with in order to help distressed traveling is an insurance
plan that they can purchase before they go on a flight. There might be things
that are similar to this offering in the marketplace at the moment, but I want
to make it a little different. My competitors currently sell insurance
separately and not at the point of sale when people buy their plane tickets.. For this reason they are
missing out on huge revenue sources that I would be gaining.
By
positioning my product in a convenient place for the customer to purchase I can
expect my service to be used over others that offer similar plans. If people
simply just have to hit a button in order to get the insurance that they won’t
be stranded in an airport when they are traveling. In order to make this a reality
I would have to be in communication with the airline companies and integrate our
payment plans into their payment processing interfaces. I know that airlines
will be inclined to do this because my services would take the stress of caring
for disgruntled passengers off of their hands. If people had the option to buy
the insurance and they didn’t then the airline could avoid all liability for the
situation that the person is in. This is a win-win for the airlines and would
be the prime location for marketing my services to the target market that would
be looking for it.
I would
be selling an insurance bundle plan that would calculate the cost of the plan
(per flight) by taking a percentage of the total cost of the roundtrip tickets
or how many miles a person is traveling. The farther a person is traveling, or
the more expensive their ticket is, the more money you could charge for their
plan. A thousand dollar trip could have an insurance cost of $100 because of
how far a person must be going if they are paying a thousand dollars to get
there.
My innovation
will provide for the opportunity that I am speaking about because it will
provide travelers an option that they didn’t previously have. A lot of people
probably would not have even known about any kind of travelers insurance
because it is so uncommonly used nowadays. By using my innovation, and putting
the option at the point of check out, I will increase the number of people traveling
insured and potentially make it the norm to travel with an insurance plan.