Members are, of course, the primary component in this equation. The dual purposes of this enterprise are:
1) Getting Members to their destinations in safety, comfort and style as efficiently as possible
2) Helping Members expand their social circles and engage with other Members in enjoyable, beneficial and profitable ways.
Members are central to both of those objectives, as they are to the Social Air business model and strategy. Social Air is an authentic membership club. It is clearly exclusive, with the minimum fee of $10,000 pricing all but the top 5% of the population out. And they do share a very distinct lifestyle choice in common–they all spend a significant time flying on Social Air and engaging in real life and in real style. Especially in the early days, there’s a good chance most of the Members will have a significant stake in the success of Social Air.
Smart, successful, pleasant people who share these substantial investments in capital, time and energy, who spend hours together in awesome environments working on really exciting business they have in common. And it’s all facilitated by an incredibly intuitive and easy Members Portal where Members can communicate. coordinate and collaborate with each other.
These are the ingredients for a very sticky membership organization, and that means reliable growth and profitability.
That is the reason why the Member is the ‘primary unit of measure’.
Members’ Satisfaction and Willingness to Promote is the baseline measure of success.
Member Types
There are really only two types of Members: Full and Provisional.
A Full Member is anyone who has purchased any mileage package, starting with the $10,000 / 5,000 mile package.
A Provisional Member is someone who was gifted miles by a Full Member. Because Social Air miles are fully and easily transferable, people or companies can give them as gifts, rewards, incentives, or for any number of other reasons. So Provisional Members may be on the one flight of their life after receiving a 2,000 mile grant from their father for graduation.
Though those are the only two different types of memberships, Members may think about different types of Members in terms of their SEE Launch designation or ‘class’. As covered in Marketing » Marketing Strategy, we are planning a series of membership drive launch events to propel Social Air up to cruising altitude. Each of the successive stages has it’s own designation as follows:
| Stage | Members | Class |
| Stage 1 | First 10 | Founder |
| Stage 2 | Next 100 | Charter |
| Stage 3 | Next 1,000 | Lift |
| Stage 4 | Next 10,000 | Cruise |
Obviously there is a good deal of status associated with being in earlier classes. There are also substantial financial perks in the form of Bonus Factor Multipliers associated with each launch. The earlier the launch, the higher the multiplier. See Business Model » Rewards Program for details. The Class designation is bound to become a significant part of the club culture, which is great because it serves as a nice social icebreaker ads substance to the membership. However, we recognize that there is potential for discord when an element of stratification is introduces, so we want to be mindful of that potential and plant the patterns for positive engagement from the very beginning. (Sorry, that doesn’t really belong in Operations. We’ll find a better place.)
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