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|Volume VIII, Number 1 March, 2001|
three years ago, the founders of Legend did some marketing surveys and found
that many business people disliked fighting the traffic and associated 45
minutes drive to D/FW Airport. In
addition, they found business travelers usually have to take last minute
flights at full fare and usually end up cramped in coach, which is bad for the
customer but very profitable for the airline – particularly for American
Airlines, which owns most of the traffic coming and going from D/FW Airport.
with this knowledge, the founders of Legend came up with a business plan:
create an airline, flying from a private terminal, for the Dallas
business travelers willing pay top fares to fly in luxury.
concept meant competition for American Airlines, who adhered to few of the
above amenities; and American wanted to keep it that way.
Funding was raised and the private terminal was planned to reside on
Lemmon Avenue next to convenient Love Field.
seems the business plan had one flaw, and it proved terminal:
This was a direct threat to American Airlines because it struck at the
heart of its customer base. A
quote by Donald J. Carey, American’s chairman and chief executive, sheds
light on just how big this threat was:
“There is a number of our best customers that live closer to Love Field than to D/FW and these customers are what makes our business and our relationship at D/FW profitable.”
American claims that the top 2 percent of its customers account for 25 percent
of total revenue for the carrier. Last
minute business trips, at premium prices, are the heart of any long haul
faced a new competitor. And,
competition is inevitably good for the consumer – pricing becomes more
competitive and service improves. Well
… that is just too “old school”. American
took a different tack that is, unfortunately, too familiar in today’s
business world: It hid behind
lawyers, compromised local judges, and a long expired statute, the Wright
Amendment, which was designed to give a government monopoly to a then
fledgling D/FW Airport. American
attempted to use government to take care of them, instead of fighting on the
open field of free enterprise with better service.
would like to believe the courtroom is the field of battle taken as a last
recourse, and only when the law and principle are at issue.
While American was arguing in the courts, claiming Legend was in
violation of the Wright Amendment, it was also attempting to force its way
into Love Field – again using the courts as a tool.
Why? American planned to compete head-to-head with Legend, running
the same “illegal” service. Obviously,
principle was hardly the issue.
legal assault – one might note by way of Tarrant County, not Dallas County
where Love Field is located – against Legend was successful in the early
going. However, the battle
eventually escalated beyond the local judges, many of whom were seemingly
motivated more by special interest than law.
In that arena – federal judges, Congress, and the U.S. Department of
Transportation – Legend wins at once.
was a hollow victory for Legend. Three
years of lost time and its revenue, combined with legal expenses, had taken
its toll. Legend was drained, much of it’s original $62 million
start-up capital gone. Legend has
filed Chapter 11 bankruptcy.
American may have lost the battle, but won the war.
And, now that there is no need to launch an arduous price war against
Legend, one can only wonder how long it will take American to move out of Love
Field and continue with business as usual from only D/FW Airport.
maybe the war is not over. Legend
won the public relations mêlée. Everywhere
you went, such as chamber of commerce functions, business network meetings,
the barbershop, and the grocery store, people were pulling for Legend
Airlines; and they were openly against American Airlines.
In addition, a legal battle was won, clearing the way for another
Legend concept and long haul services from Love Field.
If it is any consolation, the founders of Legend have planted a seed
they should be proud of.
airline, flying from a private terminal, for the Dallas business travelers
willing to pay top fares to fly in luxury … the dreams on which a Legend
By Tom Chenault and Wes Gardner
time, most business organizations wander from their original charter. Few companies can stay with the exact idea they started with.
Mission statements and vision statements are sometimes rewritten to
reflect the changes. Some go so
far as to rewrite the business plan, which we believe is a good exercise in
maintaining the business vision. With
respect to wandering, Chenault Systems is part of the herd.
Systems was primarily a systems development firm five years ago. Organizations would out-source software development to us
simply because they did not have the expertise in-house or they did not have
time to do it themselves.
working with several organizations over the years, we began to realize that
they needed up-front process analysis (consulting advice) before software
development. Otherwise, the
result could be a fully supported and enhanced process that was thoroughly
flawed from the outset. In other
words, we could “make the mess go faster.”
We have now evolved into an independent, objective, management
consulting firm, specializing in information technology, with projects that
entail the following procedure:
the business objectives the client has for changing or enhancing the
system processes. Determine up
front if the client knows there will be a return on investment for system
enhancement and is willing to spend the time and capital to get this return.
proposal or accurate estimates can be made unless there is a detailed study of
the process design. This
involves all the plans and alternatives for meeting the business objectives
and processes. The end result is
a document with specifications that could be used to get several bids from
other consulting firms. We have
found that clients are willing to commit to the cost of a 1-3 week study to
achieve a good design and a good estimate.
Without the up-front design, the estimates would only be a sales pitch
and nothing more. This is not
wasted effort from a cost point of view because a design must to be done
anyway – provided the client is truly serious about the project.
The process design involves members of the client organization and the
consulting firm to make sure the business objectives are met.
Once the design is completed, both organizations have experience in
working together. In addition, if the time estimates turn out to be inaccurate,
then both parties understand why. Process
design is something that is both planned and evolutionary.
the process design is complete, the tools or applications to accomplish
the process are evaluated. Make-or-buy
decisions take place. This may
result in the evaluation of software packages that can be purchased, the
necessity to custom build a system, or a combination of both. Sometimes existing systems are enhanced or re-written.
4. The infrastructure
must be reevaluated to match the above applications.
The infrastructure consists of the supporting computer hardware,
operating systems, networks, storage capacity, backup, and external
communications, such as Internet connections.
above the four steps encompass what Chenault Systems projects have evolved to
for major projects. Major
projects are defined as those projects that cause a high impact to the client
organization in terms of cost savings (i.e. high impact projects). Smaller projects can use subsets of the above four steps.
High impact projects demand “high impact consulting”. High impact consulting is defining the project in terms of what the client is truly ready to do, instead of the traditional consulting approach where the project is defined in terms of the subject to be studied. High impact consulting also means achieving rapid, return-on-investment successes without relatively large costs to the clients in terms of large studies, reports, or over-done systems development. Automation and streamlining is done in select areas one at a time, keeping the overall goals in mind and providing relevant decision making information through technology. This is consulting philosophy to which Chenault Systems subscribes.
Quotes Worth Noting
the right team, set the big-picture direction, communicate that, and then get
out of the way. If employees have
a problem or if something is bothering them, you help them with that.
That is what bosses are for. A
boss’s job - a leader's job - is to facilitate, not to control.
You have to trust people do to their jobs.
That is the strongest leadership there is.” -- Gordon Bethune
CEO, Continental Airlines
information consumes is rather obvious: It consumes the attention of its
recipients. Hence a wealth of
information creates a poverty of attention.” -- Herbert Simon
may be said to be two classes of people in the world: those who constantly
divide the people of the world into two classes, and those who do not.” --
Robert Charles Benchley
of a dog, a book is your best friend, and inside of a dog, it's too dark to
read.” -- Groucho Marx
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