Today marks the kickoff of our spring Groupon helicopter lesson promotion (link). We’ve refined our offer somewhat from what we did a year ago. The price is slightly higher, $99 instead of $69, in order to try to get people who are more likely to continue taking lessons at our regular rates. We’re explicitly offering people the choice of hitting the books and coming to ground school or using their Groupon for a short demonstration flight in which an instructor will patiently explain to them (and probably their two kids in the back seat as well; they get to bring three passengers total) how the airport works, how air traffic control works, how flying a helicopter works, etc., while also giving them a nice view of the towns that surround our airport.
Overall the Groupon experience has been positive for us as a merchant. It took a while for business to build and the very first customers who redeemed the Groupons weren’t very likely to return, but we’ve noticed that we’ve gradually gotten busier with students and quite a few of the Grouponers come back for second and third lessons. One guy got a Groupon as a gift from his son and has now flown about 120 hours with us (he’s most of the way through his helicopter instrument rating). Though our R44 rates are the lowest in the world, that’s still 120*$349/hour = $42,000 of revenue.
If this offer is successful, I am going to officially declare that we won’t have to do any marketing other than via Groupon. It can seem like a lot of effort to welcome so many people to the school who aren’t likely to return, but we do roughly break even on the helicopter operating cost and each person who comes to us knows where the school is, knows what we sell, and is in a position to educate others about helicopters and learning to fly them.
I think that our biggest obstacle to converting more people to the cause is the FAA’s pilot certification structure. There should be a “pilot’s license” that people can get who are able to take off, fly around, and land without the instructor needing to take the controls. This is the James Bond level of flying skill and it can be learned in about 10 hours ($3500). After that, the pilot can rent a helicopter any time, with an instructor as co-pilot, and take two passengers in the back seat. Why can’t the FAA recognize that as the achievement that it is? Students always ask “How much does it cost to get a license?” and the answer ($14,000+) discourages them. An FAA Private certificate, though, demands that a person demonstrate the ability to handle a helicopter in an emergency,e .g., after an engine failure, or navigate to the other side of the state without a GPS, land on a slope, land in a confined area, etc. None of these skills are required by the person who wants to rent a helicopter and fly from airport to airport with an instructor-copilot. That person might not be the most skilled pilot on the planet, but who among us is? And who among us is such a great pilot that we can’t benefit from having a copilot? So how about an FAA certificate that is kind of like the JAA “multipilot-only” certificate (handed out to airline first officers who can press buttons in a sim, but have so little experience in real aircraft that they are considered helpless without a captain), but given to learners who’ve mastered the basic skills of aircraft control?
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