Pendiente de recta

JetBlue Airways: Starting from Scratch
Professor: Dr. Wendy J. Casper Students: Tina (Yun-Hsuen Chuang) Toby (Yi-Hsueh Yeh) Ian ( Shou-I Yeh) Anthea ( Chia-Hsin Huang) Wen ( Hsiao-Wen Chang)

Histroy
April-1999

Time February-1999

Events Founder David Neeleman announces plans for his new airline JetBlue (then known as "New Air") places a $4 billion order with Airbus Industrie for up 75new A320 aircraft, and commences leasing arrangements for another eight aircraft JetBlue reveals that all its aircraft will offer 24 channels of live satellite television at every seat, a first for the airline industry JetBlue receives an unprecedented exemption for 75 take-off and landing slots at John F. Kennedy International Airport (JFK) JetBlue takes delivery of its first Airbus A320 aircraftThe United States Department of Transport (DOT) issues JetBlue with a Certificate of Public Convenience and Necessity, representing the successful completion of the airline's application processes before both the DOT and the Federal Aviation Administration JetBlue adds service between JFK and Buffalo NY JetBlue begins flights between JFK and Orlando, FL JetBlue takes delivery of its 5th AirbusA320 aircraft JetBlue commences flights between JFK and Ontario, CA, near Los Angeles

July-1999 September1999 4-Dec-1999 3-Feb-2000

17-Feb-2000 21-Jun-2000 23-Jun-2000 21-Jul-2000

History
7-Sep-2000 18-Oct-2000 10-Nov-2000 17-Nov-2000 18-Nov-2000 1-May-2001 7-May-2001 17-May-2001 18-Jul-2001 26-Jul-2001 29-Aug-2001 9-Nov-2001 19-Dec-2001 JetBlue adds service between JFK and Burlington, VTJetBlue commences flights between JFK and West Palm Beach, FL JetBlue takes delivery of its 10th Airbus A320 aircraft JetBlue inaugurates service between JFK and Salt Lake City, UT JetBlue adds service between JFK and Fort Myers, FL JetBlue inaugurates service between JFK and Seattle, WA and adds a daytime flight to Oakland, CA JetBlue inaugurates service between JFK and Syracuse, NY, its thirdupstate city JetBlue inaugurates service between JFK and Denver, CO and adds a daytime flight to Ontario, CA JetBlue orders up to 48 more Airbus A320 aircraft valued at $2.5 billion. The airline's fleet order now totals up to 131 new A320 aircraft JetBlue starts twice daily service between JFK and New Orleans, LA JetBlue launches second focus city in Long Beach, CA with two daily flights to JFKJetBlue takes delivery of its 20th Airbus A320 aircraft JetBlue expands service between JFK and Fort Lauderdale, FL to ten daily flights

David Neeleman Background
Morris Airline
In 1993, he sold to South West Airline and joined top management team. He was bringing new technology to South West (e-ticket), but he didn’t fit the culture

South West Airline

Open Skies ( in 1998, sold toHewlett Packard)

JetBlue Airline

Top Management Team
• Thomas Kelly-executive vice president and general counsel (really old friend of Neeleman) • Dave Barger-president and chief operating officer • John Owens- chief financial officer(South West 14years • Ann Rhoades- executive vice president of human resources (30years of experience in service based businesses)
experience) (New York Air andContinental Airlines Newark experience)

Initial Strategies
• Base Home: New York (population, central location and JFK airport-T5) • Aircraft: A320s (less fuel, better cabin technology and wider cabin) • Paperless: pilot communication, e-ticket and A320 highly computerized increase performance
http://www.youtube.com/watch?v=BvD5Hx9T94s&NR=1

Entrepreneurship
• Refers to conceiving anopportunity to offer new or improved goods or services, showing the initiative to pursue that opportunity, making plans, and mobilizing the resources necessary to convert the opportunity into reality.

Social Entrepreneurship
• Refers to the conceiving of an opportunity to provide social value, relentlessly pursuing that opportunity while being accountable to relevant stakeholders, continuously...