Blue Sky Satellite Communications CC is a communications solutions and satellite service provider in Africa. Based in South Africa, the company offers satellite phones, terminals, and customized airtime packages to its clients.
To meet its goals of increasing sales to over $20 million in three years, improving gross margin on sales to above 30%, and achieving an inventory turnover of eight turns by Year 3, Blue Sky Satellite Communications focuses on its key customers, their underlying values, and the introduction of broadband technology.
This business plan outlines the company’s vision and strategic focus, adding value to target market segments, such as corporate businesses and high-end home office users. It provides a step-by-step plan for enhancing sales, gross margin, and profitability.
The company was established in 1996 by Pedro M G Camacho, who purchased a satellite phone from COMSAT and was impressed with its potential. The firm underwent a name change to Blue Sky Satellite Communications in 1998 and has experienced two successful years of legal trade. Pedro recognized the niche market of Inmarsat and anticipates similar growth for VSAT, the next step in satellite communications industry development.
Blue Sky Satellite Communications believes that managing satellite technology and developing broadband services are the most important communication advancements since the telephone. As a service provider for Inmarsat and VSAT services, the company aims to create numerous communication links across Africa in partnership with local telecommunication companies, whether private or government-run.
To achieve its goals, Blue Sky Satellite Communications focuses on increasing airtime usage for Inmarsat, developing the VSAT market, expanding marketing efforts in Africa, outsourcing quality services, introducing better value-added services to end-users, and maintaining and increasing customer services.
The company is located in Bedfordview, South Africa, conveniently positioned near Johanessburg International Airport and Sandton, a suburb of Johanessburg. The firm currently consists of four employees and plans to expand by hiring at least 20 additional staff members, particularly in sales, in-house customer support available 24/7, and a technical support department. Marketing and promotions are outsourced to specialized firms.
Products are sourced directly from Land Earth Stations and various equipment manufacturers. Blue Sky Satellite Communications faces local competition from companies like African Satellite Corporation, Pertec International, Grintek Telecom, and Station Africa. However, Blue Sky maintains good relations with these competitors and uses their mistakes as learning opportunities.
The market for satellite services is estimated to be worth $12 billion in Year 1 for the African and Middle East regions, with a projected annual growth of 20%. With the increasing use of the Internet for communication, driven further by the introduction of broadband, Blue Sky aims to capture a 10-20% market share.
Blue Sky Satellite Communications expects growth in the Telecom’s industry due to the emergence of broadband services and the privatization of previously government-run Telecom companies. The company offers systems that enable customers to enhance productivity and achieve lower costs per airtime compared to competitors.
The key strategies for Blue Sky Satellite Communications include emphasizing service and support by maintaining ongoing communication with clients regarding delivered products or services. Financial projections indicate an expected revenue of $62.2 million by Year 3, with a gross margin of 31.7% and controlled SG&A costs. The company plans to invest $6.2 million in long-term assets to establish a regional presence in Africa.
Blue Sky Satellite Communications’ mission is to utilize satellite technology and broadband services to create numerous communication links across Africa. By partnering with local telecommunication companies, the company aims to provide customers with legal, high-quality communication solutions.
The keys to success for Blue Sky Satellite Communications are increasing Inmarsat airtime usage, developing the VSAT market, expanding marketing efforts in Africa, outsourcing quality services, introducing better value-added services to end-users, and maintaining and increasing customer services.
The company’s objectives include increasing sales to over $20 million by the third year, achieving a gross margin above 30% consistently, selling $4 million of service, support, and training by Year 2, and improving inventory turnover to six turns in the next year, seven turns in Year 2, and eight turns in Year 3.
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