Table of Contents

Business Plan.............................................................................................................................1
1.1

Exclusive Business Model...........................................................................................1

1.2

Market analysis............................................................................................................2

1.3

{Business model}........................................................................................................2

Customer Segment.......................................................................................................2

Value Proposition.........................................................................................................3

Channels......................................................................................................................3

Customer Relationship................................................................................................3

Revenue Stream...........................................................................................................3

Key Resources.............................................................................................................4

Key Activities..............................................................................................................4

Key Partnerships..........................................................................................................4

Cost Structure..............................................................................................................4

Bibliography...............................................................................................................................4

Business Plan
Comprehensive business plans are necessary for planning out specific details about our
business to know whether or not our business has the potential to make profit as well as
operate it safely and efficiently. To focus on providing an excellent customer services and to
ensure the facilities are maintained in order to continue operating as a certified aerodrome in
future, we chose Exclusive model. The strategic planning of the business is organized as
follows. In section 1.1, we present a brief description of exclusive model over the other two
models. In section 1.2, we describe the market analysis using the SWOT in order to identify
the business situation and environment in marketplace. Finally, in section 1.3, we conclude
the business plan by presenting a business model canvas to explain our business rationale in
depth for the implementation in future.

1.1 Exclusive Business Model

To promote and serve the social and economic needs, we chose Exclusive model as our
business model. In this model, the AA signs an exclusive agreement with one MNO to build
and operate a dedicated network for both passengers and mission-critical applications. The
MNO gets the exclusivity to deploy its own radio network everywhere in the airport,
including runways, aprons and deep indoor locations. The MNO signs a roaming agreement
with other MNOs for the coverage of passengers traffic in public zones [1]. This model has
the advantage of simplicity, the capability to carry operational communications along with
public services and multiple revenue opportunities compared to other two models.

1.2 Market analysis

Market analysis helps to extend knowledge about market and environment to target, and to
explore the companys capacity and traits through a SWOT-analysis. The SWOT-analysis was
performed to know the important information and feedback about the challenges and
opportunities we might have in future. It is not just the strengths that will result in a
sustainable future for the business, hence studying the weaknesses, threats and opportunities
are also equally important to take into account for any market analysis. Figure A presents all
the possible potential strength, opportunities in future, weaknesses and treats our business
might face to operate as fully functional Airport.

Strength

Opportunities

Most simple approach

No need to license spectrum
for the AA
Requires minimal
investment (CAPEX) in
equipment, technical
expertise and maintenance
(OPEX)
minimal deployment time

Potential market for

serviced lots
Partnerships with
community groups
Cooperative marketing
hanger space for rent

Weaknesses

Threats

limited revenue
compared to other
models

creates competitive
distortions between
participating MNOs

1.3 Business model

A business model is used to describe the rationale of how an organization creates, delivers,
and captures value [2]. The canvas also helps to describe, design, challenge, and pivot
business model. It works in conjunction with the Value Proposition Canvas and other
strategic management and execution tools and processes to deliver value proposition to
customer segment successfully.
Customer Segment
We aim to reach and serve thousands of enterprises that are tenant to our infrastructure such
as airlines, shops, restaurants, service companies and other MNOs that signs roaming
agreement for covering passengers traffic in public zones.

 Value Proposition
There are bunch of new elements our business will cater to the customer segments to satisfy
customers need.
No need to license spectrum: Since it is an exclusive model, the MNO has the exclusivity to
deploy its own radio network everywhere in the airport. Therefore, there is no need for us to
license spectrum.
Optimized coverage and Capacity: The use of well-understood technology exclusively
from the chosen MNO gives assurance of bandwidth and security for tenants.
Minimal Investments Capital: Requires minimal investment (CAPEX) in equipment,
technical expertise and maintenance (OPEX).
Minimal deployment time: The time required for formalities and agreements between
different MNOs are omitted since we only have single MNO operating in our airport so the
deployment time would be greatly minimised.
Seamlessness: Interoperability Between different devices and software since it is all from the
single MNO that we have selected.
Channels
We will communicate and reach the customer segments to deliver the value proposition that
are described in earlier section through following two different channels.
Via selected MNO: The value proposition will delivered to airport tenants through selected
MNO. The MNO will provide services to our costumer, tenants.
Official Websites: All the information about tender, procurement and announcement will be
published in our official websites for our tenants and the MNOs.
Customer Relationship
This helps in building a lasting professional relationship with our clients creating significant
trust for our company. It is done by providing a full customer satisfaction since we only have
one MNO operating; there would be seamless integration of systems and maintenance would
be also much easier for our clients since spotting fault in system is easier compared to having
many MNOs working together.
Revenue Stream
This represents the cash our company will generate from each customer segment. The
revenue is mainly from the spatial rental charges from different tenants occupancy, airport
advertisement space, from other MNO roaming agreement and other fees.
The spatial rental fees from tenants includes the rent from stores, shops, restaurants and
service companies, and the landing fees and ramping fees from airlines. We also provide
billboard for other companies to do their advertisement in our airport space which will help
generating revenue to our business. When MNO signs a roaming agreement with other

MNOs, certain percentage of royalties from the agreement would be paid to our airport which
would be revenue for our business. There are Other Fees that can also add up to our revenue
like: Various other fees that are charged at the Airport for services provided by Airport staff
and or from equipment rented/used. Examples of charges in this category would be snow
removal, generator rental, and catering and equipment rental.
Key Resources
The key resources describe the most important assets required to make a business model
work. For our business we have Airport Space and MNO Deployment Team as our key
resources. The airport space is occupied by all kinds of tenants and it MNO deployment team
is vital human resources since it depends on their competencies how our infrastructure will
operate.
Key Activities
This describes most important things that our company must do to operate successfully. The
first main activity is to select MNO for operating airport. For that we will request for tenders
to invite all the suppliers to compete so that we select the best one. Then, we have to
coordinate with the selected MNO for network deployment to fully operate the airport so that
we have a safe and fully functional airport within a short duration.
Key Partnerships
The network of partners to optimize the business, reduce risk and acquire resources is MNO
that we selected from the tender.
Cost Structure
The cost structure of the company represents the main operating expenses. Some of the costs
represent the biggest part of the total cost during the initial process and some are just
operating expenses throughout the operation of our business.
Capital investments for CAPEX and OPEX are incurred in order to deal with the overall
operation of the airport and maintaining or improving airport assets and infrastructure. And
also we have to cost for hiring MNO for deploying their network in our premises.

Bibliography
[1] Nokia, "Enhancing airport communications with LTE ultra-broadband," , p. 18.
[2] Alexander Osterwalder & yves Pigneur, Business Model Generation. New Jersey,
Canada: Wileys & Sons, 2010.