Thirty years ago, most people would have dismissed anyone who said they’d eventually make money by selling bottled water, especially since tap water was, and still is, plentiful and nearly free. But since then, a lot of people have actually traded tap water for bottled water, resulting in skyrocketing sales of the clear liquid in plastic bottles. In fact, sales of bottled water are expected to surpass those of carbonated soft drinks by next year.
In 1986 many people scoffed similarly at Executive Jet Aviation owner and CEO Richard Santulli, who launched the NetJets fractional-ownership program that year. After all, why would travelers eschew the airlines, with their relatively inexpensive fares, for high-priced transportation aboard smaller business jets? As with bottled water, however, Santulli found an audience that would buy a premium-priced product based on perceived quality, safety and, in NetJets’ case, service and convenience.
More In Charter & Fractional
