First In the Game
Burr and Crandall aren't the only people thinking about creating an air taxi service, but they're easily the most crcdentialed. As of late January, Pogo was the only air taxi operator that had filed with the Securities and Exchange Commission. "I'm sure there are a hundred guys out there thinking about this," says Crandall, "but we have a jump start."
Credit for dreaming up the venture goes to Burr. During spring 2001, at an aviation conference in Hawaii, the topic of air taxis was getting bandied about and it captured his imagination. Shortly afterwards, Burr noticed a comment Crandall had made to an aerospace trade publication, extolling the prospects for air taxis, and contacted him about teaming up. They met at Crandall's beach house in Gloucester, Mass., for a lengthy and brutally candid lunch. "Hc told me what he liked about the idea and what he didn't like about the idea," recalls Burr, "and we began a dialogue."
Crandall signed on with Pogo in March 2004. As chairman, he works out of his home in Palm City, FIa., while Burr, the GF.O, is ensconced at company headquarters in Stratford, Conn. They communicate through emails and phone calls. Even after Pogo begins service, they have no intention of working in the same physical space. Given their past skirmishes, some distance might be a good idea.
Between 1981 and 1984, Burr built People Express from scrateh into the nation's fifth-largest air carrier, with 4,000 employees and serving 100 cities, including a few overseas destinations. As he grew more successful, he grew bolder. In 1985, he introduced People Express service into Dallas, the home base of Crandall's American Airlines. Crandall counterpunched, offering discount tickets designed to undercut People's bargain fares. He also took out advertisements in every market in which People operated, saying, "You don't have to fly on People Express anymore to get these prices." Within a year, People was in a death spiral. Burr put his company on the block, and its operations were ultimately absorbed into Continental. "Crandall dumped that on us," recalls Burr. "That, coupled with his introduction of frequent-flier miles, collapsed our business model."
Now, these two Reagan-era rivals have joined forces. Burr is the entrepreneur, while Crandall brings the experience of running a large legacy carrier. But other differences prove more telling, and are far more relevant to the future of Pogo. MICROJETS For its air taxi service, Pogo has ordered a fleet of lightweight, low-cost Adam A700's.
Burr, age 62, is a longtime disciple of what might be termed "new era" management. Early in his career, he spent seven years at Texas Air, working for hard-liner Frank Lorenzo. Hc resigned in 1980, uncertain of his next move. But Burr had one idea firmly in mind: He did not want to be a Lorenzo-style manager.
Burr describes Pogo as "version 2.0 of People Express." Without question, he plans to offer some form of universal stock ownership, as did People. He also intends to introduce employee cross-utilization, which was well received at People. The idea is to involve pilots and mechanics in various disciplines outside their expertise-training, for example, or customer service-and to solicit their input. "People love it," says Burr. "They get to go beyond being simply a stick-and-rudder person or a wrench person. They become a full-scale business person." In turn, says Burr, the company develops a "positive karma" among its employees.
By contrast, the 68-year-old Crandall isn't exactly aglow with positive karma. Rail thin with steel-blue eyes, he's a chain-smoking workaholic and a notoriously bare-fisted boss. At American, his employees had a variety of nicknames for him, the most simple and endearing: "Fang." Hc once laid off 7,000 of American's 41,000 employees. As implied by its name, Pogo has aspirations to be a folksy company, like People. It seems a safe assumption that Crandall will cede the touchy-feely employee and customer stuff to Burr.
But Crandall brings other strengths to the mix. He has superb instincts about the practical use of information technology. Early in his career, he worked for Hallmark Cards, where he ultimately was named head of computer programming. At American, he was on the bleeding-edge, recognizing the value of technology long before his industry peers.
Whether Pogo flics or fails will be extremely dependent on IT. To wit, consider this scenario: Three Kodak executives in Rochester, N.Y., want to fly to Philadelphia. On the same day, you also have two fares in Buffalo, with one planning to fly to Albany, N.Y., the other to New York City. Do you combine all five passengers on one plane and make several stops? Do you use two planes? Answer: It's something for a robust computer system to figure out.
Burr and Crandall are confident they can assemble just such a system, thanks in part to a recent hire: Jeff Cohcn, former chief information officer of JetBlue. JetBluc is considered an IT standout, and landing Cohcn improves Pogo's chances of meeting their thorny technology challenge. Dave Hurley, vice chairman of PrivatAir, one of the nation's most successful charter operators, also has joined the team as a board member.
Thus far, the new-era manager and the neutron manager have managed to avoid any meltdowns, or at least they've been able to keep them quiet. Company insiders know of only one skirmish, and a pretty tame one at that. Burr wanted Pogo to offer frequent-flier miles. Crandall was against the idea-ironically, since he was the first to popularize such programs. In the end, Crandall won out, arguing that such loyalty-building measures won't be necessary until Pogo faces actual competitors. "I was all set for battle between these two gnys," says Cameron Burr, Don's 42-year-old son and Pogo's executive vice president. "But they've just been having fun."
That could change in an eye-blink as Pogo approaches its inaugural flight and pressures mount. Not least of these is the question of whether Pogo's planes will be delivered on time. Adam plans to begin production this year, but has yet to receive Federal Aviation Administration certification. As a hedge, Burr and Crandall are in talks with Eclipse, although that company faces even more serious delays. Fortunately for Pogo, other options also exist. There are a number of companies vying to roll out the world's first mass-production microjet.
A Tall Order: Raising Capital
Raising money is another headache. In effect, Burr and Crandall are asking prospective investors to place a double bet: first on microjets, an unknown quantity, and then on air taxis, an unprovcn concept. So far, Pogo has been able to raise $8 million of its $28 million in start-up costs. Lead investor Julian Robertson of Tiger Management has put up $4 million. Another $3 million has come from outside individuals such as William Rutledgc, former CEO of Teledyne, while the Burrs and Crandalls have chipped in a combined $1 million.
Pogo also will have to arrange some kind of lease financing for the planes. Here, too, the fact that very light jets don't exist yet poses a problem. Financial services companies have been wary, unsure of how quickly this new category of plane would depreciate or what their resale value would be. "It's been extremely difficult," admits Burr. "We've had all kinds of trouble raising money so far."
If and when Togo starts flying, the company faces yet another hurdle: competition. First, there's fractional ownership, although the cost structure is quite different from Pogo's. 'Ib own even a small share of a jet can cost millions, not to mention such add-on expenses as storage and insurance. And even then you aren't guaranteed use of your plane whenever you need it. Pogo's planes would be available any nine to fly anywhere. To be sure, you can charter a plane to fly any time, but charters can be extremely expensive (as much as $10,000 an hour). By relying on very light jets, with very low operating costs, Bnrr and Crandall project that Pogo's service will cost closer to $1,800 an hour.
Pogo's closest competition is jet-membership services such as Marquis Jet and Sentient Jet. These services allow yon to fly anywhere, any time, but they require substantial upfront costs (see sidcbar, page 43). Executives at Marquis and Sentient remain confident in their companies' positions. "We're a proven model," says Ken Dichter, CKO of Marquis. "Rut we certainly have our eye on Pogo. The big question is whether Burr and Crandall can put together the infrastructure and all the other pieces necessary." Sentient CF.O Stevcn Hankin agrees: "I think very light jets will be enormously popular, but I don't know if air taxi service will take off."
If anyone can succeed at air taxis, a strong case could be made for Burr and Crandall, given all their experience. But the operative word is "if." Fasten your scat belts and prepare for some turbulence.
Burr and Crandall are asking investors to place a double bet-on microjets and air taxis.