Mark Baier is CEO of BJETS. Mark, you came to BJETS by way of a brilliant aviation sales and management career track.  You are also a Commercial Multi-engine pilot.  When did you know that aviation was your calling?
Thanks for the brilliant, but I like to think I was simply fortunate to work for some great companies in a truly special industry.  I was bitten with the bug fairly early, you could say before I was born.  My father Hartwig is a life long time aviation man, and so though I wouldn’t say it was unavoidable, it certainly seemed like a truly compelling career choice.

You have aviation in your family.  How has that influenced your career?
We never traveled anywhere without visiting the local airport.  I learned to love aircraft from very young age on.  As far as direct influence, I began working with my father and then also ended up working for friends of my father, so I think quite a bit.

With a degree in Economics and International Relations and fluency in several languages it appears that you were headed for the international aviation arena early in life.  How did sales and marketing become your early career direction?
On the work front yes I am probably better suited for international than domestic, since I grew up so much abroad.  As far as sales and marketing is concerned, I suppose it just happened working with my father in aircraft sales.  But, I’m not a natural salesman I definitely had to learn it.  I would say I am in the middle somewhere.  There are a lot of guys out there better at sales than I am, and I’m envious of them.  You can build a company around a great salesman.  Marketing I took on later and yes I do enjoy it.  So much in the world has become about brand and the value of brand, and my last boss really taught me that.

BJETS is a dynamic concept.  The Asia-Pacific region is poised for tremendous growth in aviation at large. Describe the BJETS strategy to capture market share in this part of the world.
Yes, BJETS is indeed a dynamic concept, in a sense combining the best of US and European models of fractional ownership block charter and aircraft management with an Asian service DNA. To capture market share BJETS is making an enormous commitment – US$600 million for 50 aircraft – to the region, something no other operator has been willing or able to do. This is the only way to assure safety, quality and service in order to capture market share. As the first dedicated personal jet service, we will have the largest fleet of aircraft, namely 15 by end of 2008 and over 50 in the next 5 years. We have ordered 20 Cessna Citation CJ2+ and 20 Hawker 850 and 900 XP brand-new jets, and 10 more options which will also give us the newest fleet of private jets in Asia. 

We expect initial uptake to be in some part due to a current undersupply of aircraft in the region.  We expect an uptake with international multi nationals who already recognise the value of and using business jets elsewhere and yet do and not have access in India and South East Asia.  More excitingly we expect strong uptake from regional companies and individuals that understand the value of time; more time in front of customers more time back home with family instead of in hotels or at airport terminals.  And of course there is a sector of the market that’s purely for leisure – people who have arrived and say, “Look, I deserve this. I’m going to fly privately.”

We have seen that private aviation in Asia is lagging, relative to the aerospace infrastructure and wealth in the region. To illustrate – in Asia, there are less than 3 jets per 100 ultra high net worth individuals (UHNWIs), compared to almost 9 Europe and almost 30 in North America. (see table below) Asia has the lowest number of jets per 100 UHNWIs. There are 33 jets per 100 paved airports in Asia, compared to 188 jets in North America and 74 in Europe. So you can see the growth is all there.

(*An ultra high net worth individual is defined as individuals or families who have a net worth of at least US$30 million.)

Hawker 850XP and 900XP and Cessna Citation CJ2+ are the launch choices for the BJETS fleet. Tell us about the process of deciding which aircraft would lead the charge.
We chose the Cessna Citation CJ2+ and Hawker 850 XP and 900 XP jets because they are really the top-of-the-line jets in their respective categories. The Cessna Citation CJ2+, is an upgraded version of the world’s best selling light business jet ever with excellent short field performance and exceptional operating costs. The Hawker 850XP and 900 XP are the world’s best selling midsize business jet, can and are just so reliable perfect for high utility like ours.  They are both also great companies to work with and have been extremely supportive of us.

BJETS will operate the largest fleet of Biz Jets in Asia.  What is the proposed aircraft delivery schedule?
As you are aware, we purchased 20 Cessna Citation CJ2+ and 20 Hawker 850 XP and 900 XP in a milestone aircraft order of over US$600 million, Asia’s largest private jet order ever. The jets will be delivered over the next 5 years and we are really looking forward to this, especially with the first 15 jets scheduled for delivery by end of 2008, which will give us the largest fleet of brand-new aircraft in Asia. 

"Own The Way You Fly" was chosen to describe the fractional/ block charter/ and managed aircraft elements of the BJETS service model.  Which of the three will lead the operation?
It’s hard to say, but we feel block charter will lead the way initially as people become comfortable with private jet travel and comfortable with BJETS.  There are also a lot of aircraft being delivered over the coming years so we are confident that aircraft management services will see a strong uptake.  But in the end people will see the benefits of fractional ownership so this service will eventually also strengthen.

Singapore and Mumbai as will Hyderabad will be essential to the operation. Why were those cities chosen?
Singapore is a great place to be and a great platform to build upon. According to the Merrill Lynch Cap Gemini Asia-Pacific Wealth report for 2006 Singapore has the highest percentage of millionaires among Asian countries, with about 1.48 percent of the of the adult population. Demand for business jets rose by almost 20 per cent from 2005 to last year. With this year’s Formula 1 race, two Integrated Resorts to look forward to, a focus on Wealth Management and High End Living, and most importantly perhaps  the development of Seletar Aerospace Park into a hub for business aviation, BJETS is excited to have its headquarters in Singapore. 

BJETS’ sales and marketing operations will be focused in Mumbai, India’s financial and business capital. Mumbai is essential to our operations as approximately 70% of our Asian business will come from India. 

Our operations centre will be at Hyderabad’s new international airport, which is scheduled to be completed by Q2 of 2008.  It’s the most exciting infrastructure program in India.

 Congratulations Mark, on a tremendous launch of the company that will fly customers throughout India and Southeast Asia.  How can our readers contact BJETS directly to find out more about your fractional ownerships, block charter, and managed aircraft programs?
Thanks for taking the time to interview us.

For more information on BJETS, you can visit our website at www.bjets.com

Thank you for sharing your time with our readership in over 100 countries.
Thank you, Bill.