Fostering Women Friendly Aviation Businesses Presented by Mireille Goyer Founder of Women Of Aviation Worldwide Week

5 Decades Of Women At Work WOMENS HISTORY

All pilots ( ) Source: FAA – All pilots except students

Women pilots ( ) Source: FAA ** Estimated total

Women of aviation ( ) Source: FAA & U.S. Department of Labor

Women at work ( ) Source: U.S. Department of Labor

All students ( ) Source: FAA ** in 2010, student certificates for pilots less than 40 years old stopped expiring after 24 calendar months

Success rate ( ) Source: FAA ** Note: Some of certificates issued may be issued to existing pilots for a different class or category

Economics of flying ( ) AVERAGE Values in 2010 dollars using DollarTimes.com

Aviation's Silver Lining MARKETING TO WOMEN

Why seek female customers Control more than half of the wealth Primary buyer in households High growth of women earning $100,000 or more (x3 in last 10 years) Under-targeted market Loyal customers Likely to spread the word Businesses that chose to meet the higher demands of female customers found that, as a result, their male customers level of satisfaction increased.

Women and aviation Lack of awareness of opportunities Perception of aviation as requiring high ability in math and mechanics a male activity Fear of isolation Fear of flying 20-30% of people are uneasy about flying 6.5% have a flying phobia

Self-assessment of ability Participants were told… Question: How would you score your ability at this task? Source: Correll, S.J., 2004, Constraints into preferences: Gender, status, and emerging career aspirations, American Sociological Review

Perception of standards Participants were told… Question: How high would you have to score to be convinced yourself that you have a high ability at this task? Source: Correll, S.J., 2004, Constraints into preferences: Gender, status, and emerging career aspirations, American Sociological Review

Tips to attract more women Actively target women

Women Of Aviation Week Held annually during the week of March 8 Worldwide Friendly competitions & contests Open-door events & museums special exhibits Media coverage Celebrate History.Raise Awareness.Shape The Future.

WOAW Certified Women Friendly Businesses

VIP Club Program

Tips to attract more women Actively target women Create inclusive descriptions of a good pilot, good mechanic, good etc. Publicize average scores and standards Address all women as viable potential customers

Tips to improve aviations women friendly image Aviation media featuring active Women Of Aviation Products available in women sizes and apparel available in women styles Major aviation publications avoid using he as the generic pilot Celebration of womens achievements

She Is Different HANDLING THE FEMALE CUSTOMER

The female customer Researches products and services beforehand Solicits referrals Demands politeness Expects to be kept informed Prefers plain language communication

The women-friendly business Polite and considerate staff Service with a can do attitude Good and respectful listening skills Clean and comfortable facilities List or photo collage of local female pilots Flexible scheduling Children play areas

The female student (as observed by flight instructors) Lack of confidence Too hard on herself Greater fear factor Lack of aggressiveness In mixed environment, unlikely to ask questions Excellent pilot after overcoming personal barriers

Greatest barriers to womens success in training Lack of encouragement Lack of emotional support Instructor fit Inadequate equipment Assumed as stupid, if not mechanical Limited spatial skills Inappropriate syllabus/teaching style

Greatest benefits for women (as reported by women pilots) Additional friendships Increased self confidence Challenging activity Freedom/fun Overcome fear

Greatest benefits for the aviation industry Growth of the pilot population Decrease cost of aviation equipment Higher enjoyment of activity

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