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Tuesday, 1 July 2014

Intentionally drove my competitors out?

The answer to the above question is yes and no. I have found out that conducting seminars and selling e-guides for cabin crew wannabes wasn't as lucrative a business as I first thought. Nevertheless there were a few people or companies that tried to infiltrate the market but failed miserably.

One can't make a decent living from this type of business. First of all, most wannabes would not want to spend much money attending the seminars or buying guides. My guess is not that they can't afford the fees but there is no necessity to spend. Most believe in the element of luck especially when it comes to the SIA cabin crew interviews. They also believe in free advices and notes that are aplenty over the Internet.

There was a company in Singapore that tried to give Talks to cabin crew wannabes. The fees was about $200 per head for a couple of hours session. The response was so poor with one or two people attending at one time that it had to closed down.

Then recently there was another company that tried doing the same but it stopped advertising after 2 sessions of poor response.

A few so called ex cabin crew tried selling guides over the net. They failed miserably and had to close shop too.

I have been at this business of coaching wannabes through my talks and selling e-guides since 2007.
I am still doing this, outlasting my competitors.

Why did others fail and I am still going on strongly? Simple, my competitors engaged ex stewardesses or at the most senior level ex chief stewardesses to coach the hopefuls. These ex cabin crew may know a lot about the scope of their jobs. They could talk endlessly about flying and the money they were being paid by the airlines etc. But they did not have the experience as interviewers like I did.
I've spent 28 years conducting cabin crew interviews with SIA. As a matter of fact, the format of the interviews were formulated by my colleagues and I.

I also have a good track record of being more successful as a wannabe coach than my competitors. To date, I have helped more that 300 people got into the airlines through my talks and my e-guides.

I started charging $50 per participant at my talks in 2007 and the fees went up to as high as $150. At $150, I had less people coming to my talks. Recently, I have reduced my fees to $60 and the response is better.

My e-guides are now selling between $20 and $40 (used to be $60) and the response is good.

Once in a while, I'll advertise and give away free e-guides to the wannabes. At first, my strategy was to give free talks once in a while if the competition between me and my competitors heats up. But now I realised I do not have to resort to giving the free talks because my competitors had all closed shop, so to speak.

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2 comments:

Anonymous said...

SQ should adopt BT's business model. Undercut or give ridiculously low discount to paxs so other low cost airlines will have to close down.

Boh Tong said...

Thank u!