"They are customer focused. We should be."
About three years ago, Blue Origin officials realized that they were left behind and couldn't deliver the big vision for their founder.
With Blue Origin, Jeff Bezos has long talked about creating a global space company, even going so far as to build the "Road to Space" brand. But even though Blue Origin is nearly two decades old, it hasn't made its way into space, nor has it launched an orbital rocket. The world's most dominant startup. By fall 2018, SpaceX was on track to launch 21 rockets in one year, introduced the Falcon Hue, and began reusing its first stage boosters. "The color blue is nicer than a lazy SpaceX," a Blue Origin executive admitted in an internal memo in late 2018.
These were out of the question to lead Blue Origin. But they realized that if Blue Origin wanted to be a big startup, it had to learn from the best. So in the late summer of 2018, Bob Smith celebrated his one-year anniversary as CEO of Blue Origin, hiring a management consulting firm called Avascent to assess SpaceX's strengths and weaknesses.
After completing the company analysis, Blue Origin's senior leadership team received a briefing. Those dozens of senior executives took notes. As part of the exercise, they wrote helpful tips from the session and ideas for Blue Origin to better compete with SpaceX. These nine pages were then compiled and delivered to Smith on November 1, 2018, titled: “Brief General Notes from the First Team.” Zoom in/out the first page of the note to Bob Smith in November 2018. Leaked Blue Origin Note
Ars recently took pictures of these notes. It provides a clear picture of Blue Origin's struggle to compete with SpaceX at the time, and the efforts the executives made to make up for it. In the future, they will also confirm that Blue Origin has failed to address some of these shortcomings. Nearly three years later, SpaceX is leading the market further than it did in 2018, with Blue Origin far behind and its way into space not yet cleared.Advertising
Each part of the story describes an Avascent sub-area. Recognized as a force at SpaceX, it outlines the views of senior leaders in response to that strength - or identifies ways to improve Blue Origin. (The content in parentheses is being added to Ars for further clarification.) Because comments are honest and private, Ars does not post entire notes and does not attach names to individual comments.
Focus on Customers
SpaceX consultants place great emphasis on customer satisfaction and strive to provide the best services at the lowest cost.
A Blue Origin executive wrote about this: the reaction. "We should too. In many cases, we find the customer annoying. This is true for the US Launch Service (LSA) contract, NG satellite launches (New Glen Rocket satellite customers), and the astronauts." For NS (New Shepherd)). We need to change that culture.” SpaceX has done so by pricing its Falcon 9 rocket 50% less than the region's market leader, the European Arianespace launcher, and its Ariane 5 rocket.
An example shows how important Price to customers Prior to mid-2010, the performance of the Falcon 9 booster was significantly lower than that of the Ariane 5 rocket. Therefore, the Falcon 9 had to inject satellites into a "transmitting" orbit rather than extending them into fixed Earth space. In response, the satellite companies increased This allowed satellite operators to book a cheaper launch on a Falcon 9 rocket and place more responsibility on the satellite's electric propulsion to increase orbit.What happened?
Several Blue Origin executives wondered what that meant for a rocket Strong New Glenn for their company and potential satellite customers. Unlike the Falcon 9, New Glenn outperforms the demand for the fixed satellite market. They ask, “Did this design decision meet customer demand?”
“SpaceX has shifted the market to Charging capabilities and risk profiles with low releases Cost.” “The blue has outpaced the current market capabilities in terms of volume and mass. While this will allow us to give our potential customers more design freedom, will they really try to be in size or mass? "Design to make our car the only car that can launch. Shipping? How confident are we that the market will be designed based on our capabilities?" p>
Exposed: Secret Notes From Blue Origin Leaders Trying To Take Over SpaceX
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