KLM STARTBLUE

New market STRATEGY targeting on startups for klm

Design Strategy | New Market Development | Service Design

 
 

CLIENT

KLM Royal Dutch Airlines

https://www.klm.com

 

Challenge

Analyse the organizational consequences and risks of KLM's open innovation strategy in order to provide advise on how to improve the product/service strategy.

 

TEAM

Design Strategy Project | Sep. 2016 - Nov. 2016

Team Members: Lisanne Zwinkels, Femke Bouwknecht , Yee Jek Khaw, Sen Lin

 

outcome

Our advice to KLM is to focus on Start-ups. It is important to build a strong relationship with them, since they’re the future of our economy and new frequent flyers. When they grow, they will be the future business class members. Start-ups do not want to pay a lot for their tickets, but they do want a business class experience. StartBlue will be the perfect combination of those aspects.

 
 

Research & analysis

Align KLM brand vision with market opportunitIES through entire analysis

 

The brand vision that KLM stated is to Go Global and gain Customer Intimacy, that's why we decided to first focus on customer experience from company's perspective.

 

Current Customer Journey of KLM (Click here for a view) was made as a starting point, to have a scan of different services at each stage. Based on that, a series of company, market and trend research were conducted as followed.

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Target group: startups

WHY WE FOCUS ON STARTUPS WITHIN the AET (AMATEUR EXPERT TRAVELER) GROUP

Small companies, like startups, exists of people who are used to travel and book the flights by themselves. The start-ups have a small budget for travelling, but wants to travel a lot for the company. They prioritize costs, convenience and the working environment during the total travel experience. The goal of KLM is to connect with this startups because they are the future of the business environment. KLM needs to make the startups feel special but not dilute the people who pay more and fly business class. KLM have to invest in the relationship with the startups and make sure the startups keeps flying with KLM when they are growing bigger.

 

SERVICE STRATEGY: STARTBLUE

KLM FOR STARTUPS | STARTBLUE: OFF TO A FLYING START

Our advice to KLM is to focus on Start-ups. It is important to build a strong relationship with them, since they’re the future of our economy and new frequent flyers. When they grow, they will be the future business class members. Start-ups do not want to pay a lot for their tickets, but they do want a business class experience. StartBlue will be the perfect combination of those aspects.

An overview of the strategy, visually made by Sen Lin.

An overview of the strategy, visually made by Sen Lin.

 

VALUE FOR STARTUPS

UPGRADED EXPERIENCE | BUSINESS COLLABORATION | TAILORED SERVICE

 

VALUE FOR KLM

FREQUENT USER | LOYAL RELATIONSHIP | BRAND AWARENESS

 

MEET THE STARTUPS: INTERVIEW AT YES!DELFT

YES!Delft is a tech incubator that helps entrepreneurs to build and grow leading technology companies. We interviewed the Startups there for feedback on our strategy.