These are our old style personas which are currently being updated to be focused around workflow and more representative of the combined business portfolio…

User Goals: Jim would like FG to help him…

• Monitor in-service fleet & keep abreast of new aircraft orders & retirals

• Monitor airline traffic & financial trends• Understand the financial health of individual

airlines e.g. profile, KPIs• Monitor aircraft values by type & age• Keep track of aircraft deal activity• Stay abreast of aircraft programmes and order

books• Learn about developing markets & new

operators e.g. start-up airlines• Keeping track of financing solutions• Access leads and customer lists for aircraft re-

marketing

Business goals: We want Jim to…

•Subscribe to Ascend Online Fleets and Values

•Subscribe to Flightglobal Pro •Attend relevant Flightglobal events•Read the Chief Executive interviews and

watch CEO videos•Sign up to Aircraft Finance e-newsletters

Jim

•Profession: LeasingManager, commercialaircraft operating lessor

•Location: US (SanFrancisco)

•Age: 35

•Hobbies: Running.Sports, Gadgets, Gym

•Personality: Analytical,Detailed, Organised,Trendy, Stylish,Intelligence obsessed

•Pet hates: Informationdelay, Slow access,Finding out last, Out ofdate information

Leasing Manager | Aircraft Finance

‘Aircraft finance contracts negotiator’

• Leasing manager for a commercial aircraft operating lessor• Responsible for managing aircraft lifespan & securing contracts• Interested in aircraft fleets, values, lease rates & economic trends

Internet experience: Expert

• Primary uses: News about aircraft availability | Aircraft values | Lease rates• Most useful B2B sites: Ascend Online Fleets and Values | Flightglobal Pro• Use of B2B sites per week: 20-30 hours • Device: Laptop | Blackberry | iPhone

•Profession: Network

Planning Manager,

airline flag carrier

•Location: US (Atlanta)

•Age: 35

•Hobbies: Travel,

Baseball

•Personality: Analytical,

Commercial,

Ambitious, Sociable,

Passionate

•Pet hates: Pointless

meetings, Not being in

the loop, Decisions that

are at odds with

corporate operating

Internet experience: Expert• Primary uses: Competitor airline activity | Airport operations• Most useful B2B sites: ATWOnline.com | Airlines.org (Air Transport Association) | • Use of B2B sites per week: 20 hours• Device: Desktop tes | ATWOnline.com | FlightGlobal.com | ATI

Network Planner |Airline Management

‘Airline flag carrier network planner’• Network route planner for an international airline flag-carrier• Responsible for maximising route profitability & network strategy• Interested in geo-demographics, passenger traffic & airport profiles

Scott

User goals: Scott wants FG to help him…

• Find geo-demographic info for current & target locations e.g GDP, political stability

• Monitor developments in passenger traffic e.g. volume, revenue passenger kilometres (RPK)

• Stay abreast of competitor airline activity scheduling changes, market share, flight activity

• Keep track of airport data e.g. operational capacity, runway length

• Understand the impact of aircraft performance data e.g. passenger yields, operational efficiencies

Business goals: We want Scott to…

• Subscribe to Flightglobal Pro• Register for events e.g. Network USA• Subscribe to Airline Business• Look for jobs & post vacancies• Read news about airline strategy, alliances,

route announcements • Sign up to the Network Planning newsletter• Subscribe to the Airline Business and Airlines

RSS feeds• Read the Airline Business Daily for news about

IATA summit/AGM

‘Relationship building airport marketer’• Aviation Director managing a team of Marketing & PR professionals• Responsible for airline relations & supporting business development• Interested in airline news / data, route activity, traffic & tourism trends

Internet experience: Intermediate

•Primary uses: Route & scheduling activity | Passenger traffic | Travel & tourism trends | •Most useful B2B sites: Airline & airport websites | ATWOnline.com | FlightGlobal.com | ATI•Use of B2B sites per week: 10-15•Device: Desktop

User goals: Philippe wants FG to help him…

•Keep up to date with news about airline activity

e.g. scheduling, routes, yields •Access airline data e.g. financial stability,

alliances, codeshares, orders & deliveries•Monitor developments in passenger traffic

i.e.

by airline, airport and destination•Identify opportunities for business

development

e.g. local business, gov plans•Monitor developments influencing business

strategy e.g. runway extensions, terminals•Stay abreast of market trends e.g. low cost

airlines, patterns in travel & tourism•Find out about competitor airports e.g.

marketing claims, PR, runways, traffic

Business goals: We want Philippe to…•Subscribe to Flightglobal Pro•Subscribe to FI Network Planning•Subscribe to Icaodata.com•Subscribe to Airline Business•Attend Network events•Commission Flight Insight research•Look for jobs & post vacancies•Promote his airport on the site•Visit the Airline section & directories•Sign up to Airline RSS feed & Network

Planning e-newsletter

Aviation Director | Airport Marketing

Philippe•Profession:Marketing Manager,city airport

•Location: France

•Age: 39

•Hobbies: Golf ,Scuba diving,Cinemaand movies

•Personality:Confident, Outgoing,Creative

•Pet hates: Wastedtrips, Missedappointments, Localgovernment politics

President | Business Aviation

•Profession:President, businessaviation company

•Location: US(California)

•Age: 50

•Hobbies: Yachting,Fine wine, Homeentertainment

•Personality:Demanding,AssuredHard working, RiskTaker, Arrogant

•Pet Hates: PoorService, Deliverydelay

Business goals: We want Len to…

• Subscribe to Flight Int. for technical news about new aircraft, manufacturers & flight tests

• Subscribe to ACAS Business Aviation

• Sign up to the Business and General Aviation email newsletters

• Sign up to the Headlines RSS feed

• Read the Business aircraft directory & the Business aircraft census

• Buy the Biz-Jet fleet book & research prices of used business aircraft

• Read Flight Daily News Updates & Learmount blog

• Browse the industry shows & conferences calendar over next 2 yrs

User Goals:Len would like FG to help him…

• Stay abreast of operational issues affecting customer experiences e.g. changes in aircraft handling procedures

• Monitor developments that could influence business strategy e.g. international airport services

• Understand the impact of new aircraft developments on his business

• Keep up-to-date with operational and safety issues concerning his aircraft

• Monitor financial performance of key customers and aircraft manufacturers

• Find out about details about industry events and networking opportunities

Internet experience: Intermediate

‘Business aviation strategist’• Senior executive for premium flight service provider • Responsible for business strategy & the customer experience• Interested in operational and safety issues

• Primary uses: Financial results | New aircraft announcements | Manufacturer news | • Most useful B2B sites: Jetnet | Avinode | WallStreetJournal.com• Use of B2B sites per week: 5-10 hours• Device: Laptop | Blackberry

Len

For our new personas, we are in the process of identifying the key workflows for the sectors of Finance, MRO and Air Marketing. MRO is the most developed of these.

MR

OA

MI

FIN

Sales Prospecting

TransactionsAnalysts

7

Examples of our personas workflows (work in progress)

Selling parts to Airlines

Airport selling slots to Airlines

Warranty checks on individual aircraft

components

Lessor with aircraft to lease

Bank assessing individual aircraft

loan

OEM assessing Market share

Airline start-up assessing global

network deficiencies

Insurer assessing accident risk

Airlines assessing route yield versus

competitor

Good Market Knowledge Market Knowledge Gaps

MRO Sector Personas

“Responsible for making

Sales & Marketing

Primary Personas

Market Intelligence

Four key user groups were identified during recent research:

ReliabilityCustomer Support

Secondary Personas

Sales & Marketing Persona: EMEA Sales Manager

Text

Paul

Responsible for developing the Boeing and Airbus maintenance business in EMEA

Job role & goals

Information & data needs

Organisation: Independent MRO operating 4 global centres

Location:Cheltenham

Personality:Confident I Experienced I Personable I Commercial I Technical I Energetic I Positive I

Challenges:Identifying Potential Targets I Providing Competitive/Realistic Proposals I Responding to Market Developments

ACAS Interactions:Sales Team | Marketing | Senior Management | Business Development | Engineering

Responsible for developing business in the EMEA region Building business cases for new MRO opportunities Identifying new business segments Identifying prospective customers e.g. Monitoring fleet

development Monitoring Aircraft deliveries to help predict future

requirements Preparing for prospective client meetings e.g. understand their

existing fleet, orders, backlog Understanding the order pipeline i.e. who is ordering what

types of aircraft Marketing campaigns & mail shots to support field sales

activity Preparing proposals and contracts for new business

Essential: Airline current fleet with total utilisation, fleet development, orders, make, type, model, ownership and age of individual aircraft,. Hours and cycles data is key, market breakdown in terms of region/country

Important: Maintenance data to see what agreements people have, parked vs active, fleet development

.Not Required: Forecasting and the Query tool

“It’s all about understanding your potential customers and providing a tailored solution”

Based on 19 respondents

Daily routinePaul usually spends at least a couple of days a week in the office and the rest of his time is spent meeting clients/prospects. He will also attend relevant events – either to liaise with clients or on a stand.

A day in the office starts by reading the news – he’s subscribed to many news sources and is looking at market developments that may be potential opportunities ort threats.

He will often use ACAS to validate the opportunity and get further background. Once all the relevant information is gathered, he’ll then make contact.

He’ll then prepare for his upcoming new business meeting in Copenhagen. He'll gather information on the company: who are the key people, what is in their fleet, what’ have they got on order. He’ll then run a report of all airlines in Denmark with Boeing fleets.

He then receives an email from the MD, asking if he could run a report on who has 787s on order in EMEA. He runs the report then forwards it on.

The rest of the day is spent responding to client requests and preparing for his upcoming trip.

10

Sales & Marketing Persona: EMEA Sales Manager

Text

Paul

Responsible for developing the Boeing and Airbus maintenance business in EMEA

Data format

News & data consumption

Organisation: Independent MRO operating 4 global centres

Location:Cheltenham

Personality:Confident I Experienced I Personable I Commercial I Technical I Energetic I Positive I

Challenges:Identifying Potential Targets I Providing Competitive/Realistic Proposals I Responding to Market Developments

ACAS Interactions:Sales Team | Marketing | Senior Management | Business Development | Engineering

He’ doesn't understand why ACAS is not online already He currently struggles to get his IT team to update ACAS Having the most up to date data would enable him to react

quickly to opportunities – he’s always wanting the latest insights

It would be great to combine with other Flightglobal products and news to provide a ‘one stop shop’

He occasionally looks at ACAS when he is on the road, however this is usually just to check on high level information such as an airline’s current fleet or prospects in a particular geographic area

Mobile access would only be beneficial for high-level information such as the ‘Companies’ section

Data is provided by some airlines and OEMs Has used ASO and finds it to be more user friendly It would save a lot of time to integrate tailored news Would like access to Helicas but company can’t justify the

spend Enters data into Salesforce.com manually

News & Data Sources:

“It’s all about understanding your potential customers and providing a tailored solution”

Saves time & money – delivering accurate and enhanced data to maximise potential opportunities

Free up time to add value – accurate data means that time can be focused on leveraging the insight

Continuous development – understanding how market developments will impact the business, anticipating change and proactively enhancing the offering to reflect this

Enhanced credibility - provides the insight to really understand a potential customer before meeting them

Has become the ‘go-to’ person within the organisation for ACAS as is most familiar with the interface

There are several other users however they are not comfortable using ACAS

Receives requests from many teams for data Provides data directly to colleagues in a spreadsheet with

no further analysis The majority of respondents would self-serve if the product

was easier to use

Data recipients

How ACAS helps the user

MI Persona: Market Intelligence Manager

Text

Neil

Responsible for forecasting future market and helping organisation to make effective strategic decisions

Job role & goals

Information & data needs

Organisation: Engine OEM

Personality:Subject matter expert | Analytical | Strategic | Experienced | Commercial | Technical

Challenges:Accessing the most accurate market data | Managing demands on his time

ACAS Interactions:Management Team | Finance | Sales | Marketing | Business Development | Strategy | Mergers & Acquisitions | Programme Management | Account Management | Product Management | Engineering

Manages a team of 4 market analysts Acts as an internal consultancy across the business providing

monthly reports and responding to ad-hoc requests Responsible for forecasting market share over the next 10 years Analyse market, channels, regions and market dynamics Define strategy for a certain products or markets Annual strategic business planning: look at each market and each

part of the world then key customers Provide a series of monthly reports to support business

development including country, airline and product reports Deliver ad-hoc reports across the business

Essential Current fleet, fleet development, orders, hours and cycles, parked/active, query tool

Important: Individual aircraft, leaser information, forecasting data from 2.5

Not Required: Companies section

“I help people around the business to get the maximum insight to make smart decisions”

Based on 14 respondents

Daily routine

Neil is office based. When he gets into the office in a morning he usually reviews the news alerts he receives by email. He’s looking at what will positively/negatively impact upon the organisation.

He then looks at his email and he usually has 2-3 ad-hoc requests for data that is needed urgently. This usually involves a combination of ACAS and internal data. He produces an excel report with pivot tables and forwards on to the individual.

He then focuses on the monthly operations plan he is producing for a few hours. Finally he compiles the report requested by mergers & acquisitions.

He spends about 60% of his time dealing with ad-hoc requests and the rest of it working on ongoing reporting.

Pain points & frustrations

12

MI Persona: Market Intelligence Manager

TextResponsible for forecasting future market and helping organisation to make effective strategic decisions

Data format

News & data consumption

Daily routine Frequently uses the query tool in order to fully manipulate the

data Would be great to save updates to data with own data Data is exported to excel, uses pivot tables and will frequently

do predictive modelling Deliver reports in Excel including internal, ACAS, & OEM data Geographic split is key for reporting Also combine data into written reports and PowerPoint

presentations Would not mind ACAS going online as long as it does not

impact on functionality, product performance and is anonymous Would be happy for data to be updated automatically No benefit of mobile access for him however it would be good

to stop some of the generic queries coming from sales

News sources are used to keep up with industry developments

Data is provided by some OEMs, and aircraft manufacturers Access analyst reports to provide opinion, however quality

varies significantly

News & Data Sources:

“I help people around the business to get the maximum insight to make smart decisions”

NeilOrganisation: Engine OEM

Personality:Subject matter expert | Analytical | Strategic | Experienced | Commercial | Technical

Challenges:Accessing the most accurate market data | Managing demands on his time

ACAS Interactions:Management Team | Finance | Sales | Marketing | Business Development | Strategy | Mergers & Acquisitions | Programme Management | Account Management | Product Management | Engineering

How ACAS helps the user

Saves time – delivering accurate and enhanced data to input into analysis

Flexibility – provides ability to query data in required manner

Continuous development – understanding how market developments will impact the business, anticipating change and proactively enhancing the offering to reflect this

Enhanced credibility - provides a large data set to support analysis

People go to him to provide insight on top of the data He adds value by combining insight from different data

sources An intranet location provides access to ongoing monthly

reports Incorporating analytics features within ACAS would help

some of the ad-hoc requests be able to self-serve

Data recipients

13

Reliability Persona: Product Performance Team Manager

Text

Steve

Responsible for analysing product reliability and predicting returns rates

Job role & goals

Information & data needs

How ACAS helps the user

Organisation: OEM

Personality:Subject matter expert I Experienced I Technical I Detailed | Analytical

Challenges:Ensuring that utilisation data is up to date and accurate

ACAS Interactions:Engineering | Repairs | Sales Team | Customer Service | Senior Management | Product Management

Manages a team of 7 people who have responsibility for analysing the entire product set

Analyses monthly product utilisation Works out reliability of all products using a combination of airline

data, ACAS and estimates Predicts likely returns rates for products and ensures stock

availability Adds data to their propriety Reliability database

Essential: Hours and cycles, fleet report with total utilisation Important: Data Currency indication – utilisation data carried

forward month to month Nice to have: Biz Jet data & Flight hours for Helicopters:

x

“I’m looking at how our products are performing,, flagging issues and ensuring we have enough spares”

Data Format

No requirement for mobile access Online data would have no impact on him as long as he can

access the information Exports data monthly and imports into proprietary reliability

database and also imports airline data

Daily Routine

Steve has a consistent routine that does not change. Monitor the performance of the products. Work out reliability meant imes and present on product performance for bids..

Adds ACAS, Airline and own data to proprietary reliability database

.

Efficiency – the ability to save filters& export/feed into proprietary database

Currency – Data is the best available Extent – wide range of data

.1

14

Customer Support Persona: Customer Support Manager

Text

Chris

Responsible for checking and approving warranty claims

Job role & goals

Information & data needs

How ACAS helps the user

Organisation: OEM

Personality:Personable I Focused I Detailed I

Challenges:Responding to support claims and checking their validity

Internal Interactions:Operational centres around the world I Customer Service

Support a defined list of Airlines in Europe, and Asia supporting the product with those customers

Responds to emails and call from customers submitting warranty claims and if valid issues customer credits

Validates warranty claims Logs issues in reporting system Cross reference ACAS data with internal data Process claim and credit customer account

Essential: Individual aircraft: make, type, model, utilisation, routes, make, model (apu model), ID, age, hours and cycles, ownership

Not required: the rest of the product – data needs are consistent and do not change

Efficiency – the ability to save filters Validity – the ability to check company data against ACAS

data

“I use ACAS in a regular manner to validate claims – it’s essential to my role ”

Data Format

No requirement for mobile access Online data would have no impact on him as long as he can

access the information Exports data monthly – simply looks up claim and validates

Daily Routine

Chris has a consistent routine that does not change. He comes into the office in a morning and checks claims that have come in over night. He deals with several time zones so gets a stream of requests.

He methodically works his way through the claims, logging them in SAP, then validating them with data from Bombardier, Boeing and ACAS.

When he validates a claim he credits the customer account and logs it in the system.