Background: Creation of a low-cost transport business as part of the liberalisation of the interurban transport market.
Challenges and difficulties:
- To build a complete team (marketing, finance, operations, etc.) integrating new work disciplines unfamiliar to the group, such as Yield Management.
- To transform the group’s BtoG culture into a BtoC culture (‘brokerage’ business type).
- Background of openness to competition. Quick growth in a market with small margins with a risk of rapid concentration.
- To attract a boss with a strong business background in a sector of public operators.
Added value provided by the firm/Skills used:
Our excellent knowledge of transport operations enabled us to draw a parallel between the public transport sector and aviation, which has operational roles and a BtoG focus, but also activities aimed more at BtoC customers.
By extension, the tourism and rentals sectors offered profiles combining experience of operations with customer marketing and finance.
By extension, the tourism and rentals sectors offered profiles combining experience of operations with customer marketing and finance.
- We highlighted the ‘entrepreneurial’ aspect (almost like a startup) of a fledgling activity within the more solid but also very human structure of a transport group.
- Strategy:
- Detailed analysis of sectors that had undergone similar transformations where the market had been opened up to competition.
- Identification of a CEO by highlighting the attractiveness of the structure and its rapid development.
- We highlighted the ‘entrepreneurial’ aspect (almost like a startup) of a fledgling activity within the more solid but also very human structure of a transport group.
- Strategy:
- Detailed analysis of sectors that had undergone similar transformations where the market had been opened up to competition.
- Identification of a CEO by highlighting the attractiveness of the structure and its rapid development.
Result and profile recruited to the position of CEO:
A profile who had worked for a new entrant in the newly liberalised gas market and also for highly digital businesses, with strong pricing expertise. A business-oriented personality, both highly analytical and very flexible, enabling us to rapidly fill the team with hires targeted to specific roles.