AirHelp GTM brain

category

market profile

• text: Airlines may delay or reject claims, making recovery of passenger compensation a paperwork and negotiation problem.
• text: Passengers can claim directly and competing claims services offer a managed alternative with varying fees.

personas

• title: Passenger with a delayed or cancelled flight
  pains:

  • Does not know whether the route and disruption qualify
  • Does not want to chase an airline after a disrupted trip
• title: Family or group travel organizer
  pains:

  • Needs to assemble flight documents for several travelers
  • Wants to check individual entitlements without repeated airline correspondence
• title: Frequent international traveler
  pains:

  • Rules and claim deadlines differ by country
  • Repeated disruptions create recurring administrative work

icp

• text: Consumers with delayed, cancelled or overbooked flights potentially covered by passenger-rights rules, especially flights touching Europe.
• text: Groups and families with several passengers on the same disrupted itinerary who can be included in a claim.

message pillars

• text: Start with a quick eligibility check.
• text: Delegate the claim process to specialists.
• text: Pay only when compensation is secured.

objections

• objection: I can file directly and keep the full award.
  response: Direct filing is an option; compare the retained amount with the work of gathering evidence and following up.
• objection: The fee could consume a large part of my payout.
  response: Review the full fee schedule, including potential legal-action charges, before authorizing a claim.
• objection: My disruption may not qualify.
  response: Use the free check and provide the flight details; eligibility depends on the applicable rules and circumstances.

competitors

• name: Flightright
  why: Handles passenger flight compensation claims on a success-fee basis.
• name: AirAdvisor
  why: Another specialist pursuing compensation from airlines.
• name: Skycop
  why: Competes for disrupted travelers seeking a managed claim.

influencers

• name: Henrik Zillmer
  url: https://stefanbruun.com/zillmer-airhelp-founder-y-combinator-and-moving-silicon-valley-as-foreigner/
  why: AirHelp founder interviewed about building the claims business.

keywords

• flight delay compensation
• cancelled flight compensation
• EU261 claim
• airline denied boarding compensation
• missed connection compensation
• flight compensation claim company

voice

• Reassuring and practical
• Passenger advocacy focused
• Direct and outcome oriented

signals

• text: A flight has just been cancelled, substantially delayed or denied boarding.
• text: A passenger has received a rejection or no response to a claim filed with the airline.

pricing

motion

channels

• SEO
• mobile app
• travel partnerships

confidence

Founders

• name: Henrik Zillmer
  title: Founder
  role: Founder
  bio: Henrik Zillmer is a serial entrepreneur, former Rocket Internet executive and founder of AirHelp and ROOM to mention a few. Henrik has founded more than ten startups’ within insurance, travel, software and e-commerce. At Rocket Internet Henrik launched one of Asia’s largest e-commerce businesses Zalora in eight different countries and took the company from 5 to 2,000 employees in less than one year. Henrik is currently chairman of AirHelp and continues to be active in Y Combinator as an advisor.
• name: Nicolas Michaelsen
  title: Founder
  role: Founder
• name: Greg Roodt
  title: Founder/CTO
  role: CTO