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Were going to rise above the competition. look up in the sky on any clear morning in california s napa valley, and this is what you see. hot air balloons flying high above. to anyone on the ground, these balloons and the rides taken in them seem indistinguishable. but the pilots and the owners know exactly who is who. those are some of the balloons one we call bat b. nielsen rogers and his wife founded the company in 1979 and started working at it full-time soon after. i used to have a real job. and then after the merger and acquisition, you know, you either paid too much or know too much you get fired. when they began, there wasn t much competition, only one other company. ....
Today, there are six. and any tourist looking to book a ride can find a bunch of fliers that frankly don t look that different from each other. carol ann says she works very hard at making above the west stand out. actually think that s one of the hardest things to do. from a marketing point of view. early on, the rogers decided that they were not going to compete on price. that that was just a losing battle. we realize that if we lowered our price $5, they d lower theirs $5. the problem with having price be the only thing that differentiates you is that there will always be someone who is less expensive than you are. today, they re the most expensive company in the area. they charge one flat, n nonnegotiable rate. everybody is able to move right under us with their stated price, but then they discount under that to get more people. they say that their price ....