Publications
Publications
  • January 2016
  • Case
  • HBS Case Collection

Sentient Jet: The Uber of Private Jets

By: Anat Keinan and Sandrine Crener
  • Format:Print
  • | Language:English
  • | Pages:27
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Abstract

Founded in 1999 in the Boston area, Sentient Jet had become a leading private aviation company in the United States. Its success was built on the introduction of a groundbreaking membership program that offered business travelers the flexibility and convenience of flying private aircraft for their personal and business needs at an outstanding and unparalleled value. Sentient functioned differently and more efficiently than traditional charter companies: it used an open fleet model, renting jets from a pool of certified charter companies. Thanks to its innovative business model and proprietary technology platform, the firm was providing its clients with all the benefits of owning a fleet of aircraft with none of the associated costs and commitments. Its fares were typically 20% to 30% lower than those of its competitors. In a nutshell, Sentient Jet had invented the Uber of private jets before Uber even existed. With over 15 years of experience, the company was serving more than 5,000 cardholders, and Andrew Collins, president of Sentient Jet, was considering various strategies to double the company’s size in the next few years.

Keywords

Private Jets; Private Aviation; Luxury; Luxury Service; Uber; Branding; Growth Strategy; Client Acquisition; Innovative Business Model; Disruptive Innovation; Collaborative Consumption; Disruption; Disruptive Business Model; Travel; Reputation Management; Sharing Economy; Word Of Mouth; Customer Engagement; Aircraft; Membership Programs; Loyalty Program; Brand Positioning; Brand Building; Brand Differentiation; Customer Service; Exceeding Consumer Expectations; 2-way Business Model; Marketing Partnerships; Netjet; Air Transportation; Entrepreneurship; Growth and Development Strategy; Air Transportation Industry

Citation

Keinan, Anat, and Sandrine Crener. "Sentient Jet: The Uber of Private Jets." Harvard Business School Case 516-066, January 2016.

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