strategy project annotated bibliography

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Don’t make this your life’s work, but you should plan for at least four, high-quality (peer-reviewed or case study) references with a few sentences describing the big ideas for each. APA 7 formatting is our goal for citation.

Here is the scenario:

You are a new junior executive at a traditional Part 135 aviation operation, Trailing Edge. The company operates 11 owned aircraft and 26 managed aircraft across 5 primary bases in the upper Midwest. Flight and cabin crews are often home-based, and a few aircraft are stationed across another 4 airports in the area. The company operates a 135 maintenance department as well as a 145 repair station, and the 5 primary bases also house FBO facilities.

In your new role, you have operational oversight for the western half of the company, including 2 bases, 14 aircraft, and 106 full-time employees.

If we’re honest, that job alone is a lot of work, and with employees mixed between departments, locations, and even home bases, there’s a lot to do as a new leader, but you’ve just been presented with an amazing opportunity.

At a lunch with the CEO a year ago, you mentioned your passion for the future of urban air mobility, and the two of you shared stories about some of the startups in that space you admire, like Uber Elevate, Lilium, and Skyryse. Aside from having some interesting conversations, you didn’t think much of it – hey, talking with the CEO about shared interests is always good, right?

You’ve just left a meeting with the CEO, who has asked you to lead a project. You’ll have to manage it for now with your current role, but the company has an opportunity to partner with an up-and-coming mobility startup to provide passenger, maintenance, and charging hubs for their planned launch.

To get to that point, though, the company needs a rock-solid strategy, including a vision and plan for the changes in business model. You’ve been tapped by the CEO herself as the person best suited to create the first draft. It doesn’t have to be perfect – but it is your career we’re talking about here!

This project needs to contain the core elements below, but the format is up to you. You might choose to write a strategy plan, create a slide deck, author a video, or build an immersive visual journey. Key to your success is that whatever methods you choose should be appropriate for presentation to an executive team and/or board. The format and presentation style is up to you, so long as it can be supported for viewing for feedback and grading. Questions, or need some help deciding your path? Let me know and I’ll happily help.

The elements you must incorporate in your strategy plan:

1. Background and culture of the company today
2. Your vision for the future and the values to support it
3. A mission and goals for the new venture
4. A change management overview
5. Proposed corporate structure
6. A basic strategic timeline
7. First-year objectives and a 3-5 year overview
8. Proposed performance indicators