2.1 Company Profile
Founded in the year 2023, our company “Astra De Wings” stands at the forefront of pioneering innovation in aerial exploration. Our primary focus is to deliver memorable sightseeing experiences to communities using UAV. Astra De Wings take pride in engineering solutions that strike a balance between modern drone technology and the preservation of natural beauty. Our project “Horizon Hawk” provides an innovative solution that utilises drone technology, enabling users to discover the hidden gems of Malaysia. Horizon Hawk enables users to view the beautiful scenery from UAV by using a camera to capture the scenery and broadcast it in real-time directly to the user's device. This innovative solution allows users to virtually explore landscapes and natural wonders. This greatly minimises the previous restriction that prevents users from doing so.
Our mission is to provide pioneering innovative solutions in aerial exploration, specifically aiming to redefine and elevate the traditional sightseeing experience. We focus on providing individuals and communities with transformative and memorable journeys using UAV technology. Our vision is to be a leading force in revolutionising how individuals connect with their environment. Through continuous innovation, responsible practices and commitment to safety, we strive to be the go-to solution for extraordinary aerial experiences.
Figure 2.1 Company Logo
Figure 2.2 Company Location
Our company is located at Astra De Wings Sdn Bhd, Jalan Tanjung Rhu, 07000 Langkawi, Kedah. Specifically beside the Malaysian Airlines office, which will be the main office to carry out research and development. This office will also serve as our main place to handle all our company related activities including brainstorming ideas, marketing strategy and also preparing documentation for regulation purposes.
Figure 2.3 SSM Certificate
Our company is a legalised company that is registered under the SSM. This certificate is to prove that Astra De Wings Sdn Bhd is a legalised company registered under SSM has fulfilled all the legal requirements for registration and is authorised to conduct business in accordance with the laws of Malaysia.
2.2 Organisational Structure
Figure 2.4 Organisational Structure
To become a nominated personnel in our organisation, all individuals are required to attend a training program related to Safety Management System offered by our organisation. This training program is designed to provide individuals with the knowledge and skills needed to implement and manage safety within aviation organisations. The training program covers topics such as regulatory requirements, risk management, safety reporting and safety culture development.
2.3 Nominated Personnel
Table 2.1 Nominated Personnel
2.4 Responsibility of CEO
The CEO is the highest ranking executive in our company. His responsibilities include providing leadership and also general direction and growth of our company. To become a leading company in aerial exploration, the CEO needs to develop and strategize our company’s mission, vision and overall direction. By formulating long-term goals and objectives such as increasing the market size of our UAV service, further implementation of our service, it can help to drive the organisation’s growth and success. Other than that, the CEO needs to make key decisions that can align with the company’s strategy and goals. He needs to analyse market trends to make decisions that can ensure our organisation grows exponentially. There are important decisions including setting up the deployment location, target market and also services that our company provides. All these important decisions made by organisational executives need to be overseen by the CEO thus it requires the CEO to be equipped with wide marketing knowledge and rational decision making skills. Furthermore, the CEO acts as the primary spokesperson for the company. He is in charge of communicating with authorities and the public regarding our service. Our services will need to comply with legal and regulatory regulations, thus it is important that the CEO needs to deal with CAAM or other regulation bodies because they can greatly impact the company’s success. The CEO also needs to maintain and build strong relationships with customers, investors and other key stakeholders as he serves as a representative of the company. To gain more income or funding for our company, it is important to maintain a strong relationship with potential collaborators such as Helioutpost Sdn Bhd or other travel agencies.
To become the CEO, it is required that the CEO has an ambitious perspective for the future market. A CEO with an ambitious perspective can develop a clear and compelling vision for the company’s future. This vision provides direction and purpose, guiding the organisation towards its long-term goals. Other than that, he must be open to innovation and change. A CEO is willing to explore new ideas, technologies and markets to stay ahead of the competition such as our UAV sightseeing service which will be an innovative and never-before-seen idea for the tourism market. Last but not least, the CEO needs to lead all the other departments so that an organisation can work as a team towards the company's common goal. Thus, he needs to have a good leadership personality so that he can foster a positive and productive organisational culture.
2.5 Responsibility of Remote Pilots
In aviation, the pilot is the master of control for a given aircraft. Drone pilots, or in short, UAV pilots, are essential in a quickly changing technological environment. Their duties go well beyond just operating drones; they include a wide range of tasks essential to operational efficiency, legal observance, and safety. A UAV pilot must, above all else, have in-depth understanding and proficiency with drone technology, it is essential to comprehend the drone's operation as well as its features and limitations. Pilots need to get a briefing from the AM regarding the regulation and restricted area as it is critical to keep up with the rules that aviation regulators consistently change. In the case of our company, our pilot, Ruzain needs to be able to navigate the UAV efficiently and precisely to provide the most pleasing and breathtaking views for the tourists. Furthermore, proficiency in drone operation is necessary to fulfil special requests by the customers to fly in certain areas with higher or lower than usual terrain. If the pilot is unable to manoeuvre the aircraft around the main attractions, the consumers will soon deplete and the company will have to bear losses. Aside from that, our pilot needs to brief our customer before flying the drone to inform them about the route course and duration of the flight as well as to give a briefing about the island itself during the tour. In short, a UAV pilot's duties extend well beyond simply operating a drone. Technical competence, compliance with laws and regulations, safety, data accuracy, communication, ethics, flexibility, and professionalism are just a few of the many abilities they cover. In today's dynamic and growing UAV industry, a UAV pilot must excel in these areas in order to operate effectively and responsibly.
When dealing with drones that have specific tasks it required a second pilot that was able to assist the first pilot in handling the drone. Second drone pilot, Haeyl Masnavi, has the same responsibilities as the first drone pilot, but the main objective of this pilot is to prepare for the unpredictable situation where the emergency situation occurs when the first pilot is piloting a drone and needs to be replaced immediately. This is where the second pilot is needed to take over the control. As an example, this unpredictable circumstance can be if the first pilot needs to go to the toilet. For the safety purposes the main pilot needs to briefly explain the current condition and situation to the second pilot before they change the control. Second pilots need to understand the task to perform. Before flying a drone, the first pilot is responsible to run an inspection on the drone while the second pilot is responsible to verify the inspection. The inspection can be done using an inspection form to collect the signature of both pilots. When flying a drone, pilots need to always communicate with spotters to fill a real time log to obtain the information regarding the environment that is happening during the flight time. The data is used to improve the quality of the drone and observe the best possible environment to operate the drone. The log can be filled using google documents, and the data is then recorded between the pilot and spotters as they are the one directly working with the drone during the operations which will be handed over to GCO after the flight.
To become a drone pilot, there is important compliance that needs to be abided in order to give a pilot an authorization to operate a drone as per regulations by the CAAM. Pilots need to have a Remote Pilot Certificate of Competency-BASIC (RCoC-B), which is a licence mandated by the CAAM. This certificate satisfies the requirements of a published PDRA or STS that includes the VLOS flight. RCoC-B certificate is a proof for a pilot of understanding the regulations, operating requirements, and procedure of a safe flying drone. This certificate can also be paired with other modules, such as module 1 which is operating involving a UAV flown under BVLOS situation but with a visual observer. The certificate is a proof of a pilot is well equip with the theory knowledge such as; Air law/Responsibilities, UAS Airspace Operating Principles/Rules of Air, Airmanship and Aviation Safety, Operations Manual, Human Performance Limitations, Meteorology, Operational Procedures, Navigation, and UAS General Knowledge. Also practical knowledge such as; Pre-Flight Actions - Mission planning, Pre-Flight inspections and set-up, In-Flight Procedures - Precision Manoeuvring and flight under abnormal conditions, and Post-Flight Actions. When a pilot possesses the certificate, they have already been taught to always maintain allowable level flight and avoid restricted and sensitive areas. This qualification is applied to both first and second pilots as they hold the same responsibilities regarding the drone, but what differentiates both of them might be in terms of experience.
Figure 2.5 RCoC - B certificate
Figure 2.6 Pre-Flight Inspection Form
2.6 Responsibility of Spotters
According to section 107.3 of the Federal Aviation Regulations, a spotter refers to an individual who is appointed by the remote pilot in command to aid in the visual detection and avoidance of other aircraft or objects in the air or on the ground. This definition is provided in 14 CFR 107.3 under the term “Visual observer”. The main responsibility of the spotter is providing assistance in the monitoring of nearby airspace, particularly in situations when the operation is expected to take place in close proximity to known flight paths for manned aircraft or within a radius of 10 km from an airport. According to section 107.31 of the regulations, it is permissible for a visual observer, who is distinct from the remote pilot in command, to establish and maintain visual line-of-sight. In simple terms, the person tasked with visually monitoring the drone has the ability to serve as a replacement for the RPIC. It is to ensure the presence of a flight crew member who consistently maintains visual observation of the UAS. On the other hand, according to 107.33 of the regulation, these tasks apply to the extensions of the RPIC’s VLOS duties. The primary focus of these responsibilities is the spotter capacity to consistently monitor the drone as well as survey its environment for potential collision hazards. In addition, this regulation also emphasises the importance of efficient communication between the spotter and the remote pilot in charge in order to facilitate the continuous interaction of information throughout the execution of the task. Additionally, the spotter will utilise several types of equipment to enhance the efficiency of the surveillance activity by the spotter. First, the spotter will use the binoculars to enhance their visual capabilities. The spotter will use specialised binoculars that are specifically designed to overcome potential constraints in distance and provide an enhanced, more accurate perspective of the drone and its surrounding environment. In addition, the development of efficient communication channels plays a crucial role in guaranteeing the synchronised and secure operation of the drone. In order to enhance the process, the spotter will employ a walkie-talkie device, hence providing an accurate and immediate way to communicate interaction between the spotters and the pilot. The continuous communication technology allows the transmission of important information by the spotter, including any obstruction or changes in the surrounding environment. Therefore, it will guarantee a smooth and safe drone operation.
The requirement to be a spotter is to have excellent visual capabilities and approach this responsibility with a high level of concentration and commitment. The significance of spotters in ensuring and efficient functioning of drones is the reason behind this. Their excellent visual capabilities allows them to quickly identify possible hazards and barriers, while their heightened focus is crucial for sustaining immediate situational information and quickly responding to changing circumstances. In addition, the term “6/6 vision” indicates a commonly used metric for assessing the level of vision. Within this particular aspect, it implies that the individual assigned as spotter should possess the ability of recognizing things located at a distance of 6 m with an equivalent level of sharpness as an individual of regular eyesight. Furthermore, the dedication and accountability of a spotter play a crucial role in overall efficacy of drone operations, as they aid in the achieving of operational goals and ensure compliance to essential rules. In addition, they can be consistently prepared to assist the pilot in instances where other aircraft or individuals are in danger or considered as potential hazards by the unmanned aircraft. Hence, it will enhance the safety and productivity of drone use.
The selection of the drone operating site at Tanjung Rhu Beach, Langkawi is determined by the geographical layout. For this drone operation, a total of three spotters have been assigned. This is attributed to the significant distance of our drone’s fly path which is 1.69 km. Furthermore, the topography of the places is an additional factor that influenced our decision to deploy three spotters as a precaution against any unexpected incidents. In order to conduct an analysis into this issue, it is proposed that Hafiz as the spotter 1 be positioned on the Pulau Chabang (6°27’33.5’’N 99°49’06.9’’E) area to assist the pilot in observing the environmental conditions in nearby areas of the Pulau Chabang. Based on Figure 2.6(a), the primary duty of Spotter 1 is to provide assistance to the pilot during the drone’s route to the west of Pulau Chabang. Hence, ensuring that there is no disruption of the drone operation. Subsequently, two spotters will be strategically positioned on the Pulau Kelam Baya where this setup is necessitated by the considerable distance between the pilot and the Pulau Kelam Baya. Hence, it is requiring the assistance of spotters to enhance the pilot’s situational awareness. In addition, Hafizh Rifandi, the second spotter, will be positioned at the eastside (6°27’39.1’’N 99°49’08.8’’E). While Farah Adlina, the third spotter will be located in the western perimeters of the island which is at (6°27’37.5’’N 99°49’06.4’’E). This is to provide comprehensive data collection on the current environmental circumstances. The rationale for deploying a single spotter instead of two spotters in Pulau Chabang is attributed to the relatively smaller size of Pulau Chabang in comparison to Pulau Kelam Baya. This arrangement aims to optimise the operational efficacy of the drone operation by ensuring favourable and continuous operating conditions. Furthermore, to enhance the efficiency of surveillance operations and provide clear visibility, it is compulsory that all the observers be positioned at high monitoring towers with a height of 15 m. This due to the average height of trees is within the range of 10 to 12 m. The monitoring tower enables clear views for the spotters by positioning them at a height greater than the surrounding environment to enable them to effectively monitor and report on drone activity occurring over the islands. In summary, the role of spotters in drone operations is not only regulatory but also indispensable for the safety of the airspace and those on the ground. By understanding and researching the regulations and by strategically deploying spotters in challenging environments, the drone industry can continue to expand and innovate while maintaining the highest standards of safety and responsibility.
Figure 2.7 Spotter 1 Location
Figure 2.8 Spotter 2&3 Locations
2.7 Responsibility of Maintenance Engineers
Maintenance Engineers are responsible for keeping the drone in good condition and ready for the flight all the time. Maintenance Engineers in the Aviation Industry usually separate into 2 divisions which are mechanics and avionics. Mechanics specialists will handle things such as airframe, engines, and hydraulics. Avionics specialists will handle things such as Instrumentation, electrical and electronic equipment. The requirement to become Maintenance Engineers in Aviation Industry will requested licence which can be achieve by taking specific modules, since our drone much simple compare to real aircraft our Maintenance Engineers will be requested understanding in flight mechanism and mechanical theories, hence for our drone the Maintenance Engineers should have Mechanical Engineering background can be from Degree or Diploma.
Our drone is much simplified compared to real aircraft, hence it does not have many complicated parts. Firstly, the wings, rudder and fuselage, these parts are the important that need always be well maintained as wings will play a part to generate lift and rudder will control the flight stability, while fuselage will be the main body of the drone where camera, battery, receiver, and motor are placed. These parts need to be in optimal condition either if its structure or its composite. Next part is servos and control, servos are basically the part that will move the flaps of the wings that will determine aircraft movement (yaw, roll, pitch) and control are transmitter and receiver, signal will send signal from transmitter (remote control) and the receiver will translate it to movement through the servos work. Then, battery, motor, and propeller. The battery will provide energy to the motor and the motor will receive electric energy and convert it into mechanical energy and through the propeller, it will produce thrust for the drone to fly. Followed by the camera and sensors. Since our drone needs to capture video, the camera and sensors need to be always in good condition. These parts require the Maintenance Engineers to add basic knowledge of camera angle to follow the standard of drone’s design.
Table 2.2 Engineers Checklist
Table 2.2 shown will function as a checklist of maintenance that will be updated by the engineers, before the drone flies, the engineers should fill this table as for reference whether the drone is ready to fly or not. Then, after the drone’s flight, engineers should check the drone’s condition and fill this table again to track which parts have problems based on Flight Log (refer Table 2.3) data. Daily check on the drone will be daily job as Maintenance Engineers to ensure the performance of drone, Maintenance Engineers need to check the drone twice in a day if the drone does not have any flight schedule while if the drone has flight schedule, the Maintenance Engineers should do add on overall check up on the drone 6 hours before flight. During time of flight the Maintenance Engineer will stand beside our drone pilot to hear directly all information from the pilot if the drone has a problem during flight session, the drone must immediately do landing and the engineers will immediately do a check and decide if the drone can be fix on field or need to bring back to the workshop.
Beside of maintenance job, the Maintenance Engineers also need to understand the stocks and supply that will determine the spare part or alternative part that can be use as replacement if the drone need to overhaul, maintenance engineers should understand the fitting and sizing of part to make sure the drone has stability in performance, hence if there is more than one drone in same type, it should has same quality of performance (standardisation). Furthermore, Maintenance Engineers should have the capability to determine whether the part should be replaced or repaired that will support the company's finance and also the feasibility of the drone.
2.8 Responsibility of GCO
The ground control system for UAV aircrafts is solely focusing on the mission planning and control stations for the drone. Based on what was shared by AERTEC, a highly-known aerospace company, they said that the GCS is positioned to control the mission planning, platform communications, and payload or useful load control that will be functioning all throughout the communication system and data links. Then, they will then communicate with the aerial platform and onboard systems to relay any flight data and issues to the pilot. Therefore, the FAA also stated that the traffic controller is responsible for giving first priority to the separation of aircraft and to the issuance of radar safety alerts. Then, the second priority will be given to other services that are required and the third responsibility is to the additional services to the extent possible. It is clear that the pilot’s and controller’s responsibilities intentionally overlap.
Before discussing the responsibilities of the GCO, the more crucial issue is on how the company will set up a place for the operators to fulfil their work during the drone’s operation. The most important aspect is that the site should be set up inside the barricade range for the take-off and landing point. This is because we wanted to ensure safe landing and take-off of the drone. Other than that, the company will be providing a waterproof canvas tent to give protection if and only if the worst case scenario involving bad weather happened. Furthermore, to prevent any disturbance caused by the public, it will be set up a few metres away from the assembly of people but still in the barricade area. Other than that, the location for GCO should allow them to have no problems in terms of communication between the operators and the pilots and spotters, and also drone supervision. Hence, we had decided to put up the tent relatively around 13 m away from the take-off and landing point. Other than that, the location is strategically good since we wanted to avoid being near big trees to prevent any nature disturbance. Furthermore, we are located 35-40 m away from the water.
Figure 2.9 GCO site
Diving deeper into the GCO roles and responsibilities as what stated in the previous paragraph, the most crucial part in being a GCO is that they will be tasked to monitor the flight data throughout the operation. Therefore, any issues involving mechanical or electronic failures will be received by the GCO first-hand and will be relayed to the pilots via any communication line as fast as possible. This is because as far as the whole team is concerned, the remote pilot is responsible to only control the aircraft flight stability. The said pilots also might not be able to catch any issue arising from the UAV itself during the whole flight. Hence, the operators need to observe the aircraft’s real time location and update the flight log. As we can see, the flight log consists of important information to be taken note such as the location, take-off time, issues happened, nearest spotter, weather conditions, wind speed, altitude of the drone, landing time, and flight hours and radius. This information needs to be observed in real-time. Then, all the information will be relayed directly to the pilots. Spotters are also given the information as if the pilot needed to do an emergency landing due to the issues that need to be solved immediately. However, for the weather conditions issue there might be an exception. As for this uncontrollable issue, our team made a decision to work together with the AM. As per request, the said personnel will be expecting a weather forecast from the weather tracking app for the drones daily and weekly. For that, the schedule of whether the UAV will be flying for the day or not will then be laid out by the GCO. Adding another point, the company can prevent last minute cancelled operations to the tourist.
Table 2.3 Flight Log
Flight log does play many roles in making sure the operation is successful and safe. Notably, it gives the GCO a real-time monitoring system that lets them keep track of the UAVs performance measures, make sure it stays on the planned operation path, and see if it strays from their path. This constant surveillance is important because if there are technical problems, emergencies, or other unplanned events, the flight log will be turned into a thorough record of what happened during the flight. This post-flight analysis is crucial for troubleshooting and determining underlying causes and allows the GCO to make improvised decisions for the future. Not only that, the flight log also acts as a communication channel between the GCO and remote pilots instantaneously. The GCO guarantees that the pilot is kept up to date with the status of the UAV in real time by rapidly conveying essential information from the flight record to them. This type of communication is critical for quick decision-making, which allows the pilot to respond quickly to emerging concerns, such as technical glitches, changing weather conditions, or any other operational challenges.
Another responsibility under the line of work of a GCO is on the payload handling. The task involved the camera and sensors that will be used in the operation. As for the camera, the GCO needs to monitor the footage from the camera in order to check on the camera position and also any technical issues involved. For the technical issues, it should be covered on the camera resolution. If there are any errors involved with the camera in terms of bad resolution because of system errors or if there is any dirt or camera cracks happening, it should be alerted to staff in-charge. From this, the company could manage good services and be known as a company that provided high quality services with perfect outcomes as promised to the clients. As for the camera positioning, it should be monitored from time-to-time. This is because the route throughout the operation involves tall trees in islands or maybe the drone might encounter any flying animals. Hence, the disturbances might have an effect on the position of the camera if there is any collision. Other than that, the most crucial payload used in the operation is the ultrasonic sensor and LiDAR sensor. Both are using wave transmission technology to be functioning well. The ultrasonic was equipped to detect any obstacles such as tall trees that encircled the mountain region, flock of birds in flight including any building structures like chalets or resorts nearby. The LiDAR sensor then will be used for superior image quality for the clients and also to acquire more comprehensive image depth. Hence, both sensors needed to be in a good condition all throughout the operation. The GCO will monitor in terms of its technical systems and its functions. Hence, if there are problems involving any of the payloads stated, the operation will be halted depending on the emergence of the problems.
In general, it can be said that the GCS coordinates mission planning, platform communications, and payload control, simplifying the communications with the aerial platform and also sending critical flight information to the pilot. The primary role of the GCO is in monitoring real-time flight data, especially since the remote pilots could miss UAV faults while in flight, the flight records with critical information are constantly updated and communicated to the pilot, and spotters are notified in the event of an emergency landing, ensuring a thorough and coordinated approach to the UAV operation and safety.
2.9 Responsibility of AM
Matthew Jude Martin will be overseeing the responsibility of AM. According to Part 145, AM means the person designated by the certificated repair station who is responsible for and has the authority over all repair station operations that are conducted under Part 145, including ensuring that repair station personnel follow the regulations and serving as the primary contact with the FAA. The AM also does thorough research on the risks associated with flying drones around the deployment area which is Tanjung Rhu Beach, Pulau Kelam Baya and Pulau Chabang. This includes finding and analysing potential dangers such as tall objects as obstacles and public dense areas, as well as ensuring that aircraft paths are clear of prohibited zones including federal buildings, military facilities, palaces, and airports. The AM plays a critical role in preventing errors and assuring the safety of both the drone and the public by assessing these risks.
One of the AM's key responsibilities is to carefully oversee and be a gatekeeper of the compliance to safety and regulatory standards set by CAAM. The AM will have to refer to Civil Aviation Regulation and Civil Aviation Directives to understand regulations regulating drones operations. Besides, the AM does thorough research on the risks associated with flying drones around the deployment area which is Tanjung Rhu Beach, Pulau Kelam Baya and Pulau Chabang. This includes finding and analysing potential dangers such as tall objects as obstacles and public dense areas, as well as ensuring that aircraft paths are clear of prohibited zones including federal buildings, military facilities, palaces, and airports. The AM plays a critical role in preventing errors and assuring the safety of both the drone and the public by assessing these risks.
The AM's comprehensive risk assessment includes an in-depth look of the many environmental factors surrounding the deployment area. Awareness is vital especially when it comes to the nearby hills and forests, as potential threats like forest fires pose a threat to the drone during time of service. Furthermore, the AM must take into account the presence of animals, particularly birds, by analysing their behaviour and activity patterns in the deployment region. This continuous surveillance is critical for detecting any threats to the drone's activities. Furthermore, studying the sea vehicles that frequent the waters within the deployment area is critical to guaranteeing safe and clear low-altitude flights for the drone. Daily risk assessment is critical, using weather tracking apps to anticipate any disruptions that may affect service of the drone. This strategy ensures a proactive approach to reducing potential dangers and ensuring the operational stability of the drone. The frequency for each type of risk assessment is shown below.
Table 2.4 Risks Assessment by AM
The AM is also in charge of overseeing the creation and execution of comprehensive training programmes for nominated personnels such as Pilot and Co-Pilot. For example, the Pilot and Co-Pilot will have to obtain the CAAM certified RCoC-B which the AM will have to keep tabs on. These training programmes must be effective in meeting the specific demands of the organisation, ensuring that all staff members know everything about the safe and efficient operation of drones. In summary, the role of an AM is important in drone operations because they ensure strict attention to safety and legal rules, conduct risk assessments, manage financial resources, and ensure regulatory compliance through effective training programmes. Their knowledge and commitment are critical to maintaining the organisation's reputation, guaranteeing the safety of all stakeholders, and developing a culture that promotes ethical drone use.
2.10 Operation Flowchart
Figure 2.10 Operation Flowchart
2.11 Business Canvas and Targeted Customers
Figure 2.11 BMC of Astra De Wings
BMC is a graphical representation of a business product or service that focuses on all key strategic factors. To be more specific, it is also known as a complete overview of the company's strategies,customers, revenue stream and so on. For Horizon Hawk, there were three categories of business canva which are key strategies, product services, and expenses and income for the company. For key partners we focus on investors and suppliers who are hardware and software partners that are required to support the drone's components and raw materials that are needed to build the UAV drone. In addition, collaboration with CAAM and ATC is also important to make this drone business successful and can be more accepted in future. To introduce Horizon Hawk in the drone industry and community, we need to collaborate with local travel agencies, Malaysia MOTAC and LADA to grow and share our business together.
To provide the values of our product, first we focus on drones with FPV where the user can view the environment where the drone flies and capture immersive video and images and LidAR sensors to measure distance and create detailed 3D maps of the surrounding environment which are more to Research and Development (RnD). Then, marketing and promotional to introduce our product and service in the community. This is important to elevate new brands and services in the market. However, we need to ensure that product produced and service provided are good quality and deliverable. Lastly, partnership management systems are crucial to ensure the partnerships are preserved and grown as well as developed over time and assists to build and share our knowledge about the product and still keep on track and improvise to be maintained in industry especially in the field of technology.
After that, key resources to provide sightseeing experience by transferring real time video captured basically uses a video transmitter that is made up of two elements, the transmitter holds in hand and receiver inside the drone as a main device. Furthermore, we need to ensure the drone operation follows airworthiness regulations which are the most important things to fly the drone near international borders and crowd places. Furthermore, these operations are limited to Class G airspace, which denotes uncontrolled airspace without air traffic control services to prevent disruptions to regular air traffic and to avoid any accidents. Besides, safety assurance for the drone must follow regulations provided by the CAAM and the drone also must fly below 400 ft and inside visual sightlines. GCO is involved in BVLOS operations to conduct inspection or aerial survey of land. Then, VLOS commonly fly with natural vision without using any equipment. However, there are restrictions that are required to follow for flying the drone. Lastly, EVLOS commonly operates the drone beyond visual range and is assisted by a visual observer which is spotter to avoid violation with any object.
Then, the value proposition of the product is created with immersive visuals to give a real visual experience for users by using FPV. According to González, N. (2023) FPV drone control is where the UAV is driven remotely by a human pilot relying on a live video stream captured on-board. Besides, Horizon Hawk also can cover a wide range of island areas to capture the view with the real video time captured by using FPV headset and LiDAR sensor system to make sure the drone service can provide the best real visual video to our users. As we know, Horizon Hawk is a novelty product in our technology service. However, there are some actions that need to be taken to avoid any counterfeit or duplicate design which is that we need to make sure our drone design must be registered as a design patent to provide protection for the ornamental design that is practically useful. However, design patents are only valid for 15 years from the date of grant.
For the point of customer relationship, Astra De Wings targets to give fast responsive communication. Since our project wants to offer the service for the drone, then basically the support team will be available 24/7 through various channels. To be specific, the team will be responsive to each helpline and email to give full support. According to Mittendorf (2017) by considering the service promotion, companies can enhance the customer perspective on drone services which potentially leads to higher satisfaction among customers. Also, Horizon Hawk aims to give a high-quality deliverable which precisely to give high-quality aerial footage and photography for the drones.
To build the customer relationship the channels of this project need to be determined. Astra De Wings targets to develop user-friendly mobile apps and websites which can serve as a platform for customers to use the service of this drone later. This interface later will enhance the customer experience simultaneously allowing them to schedule and manage drone services with just a few clicks. Not only that, Astra De Wings also targets strategic partnerships which basically forged collaborations with travel agencies. In a specific way, integrating our drone services seamlessly into their travel packages. By doing so, it will reach a wider audience of tourists who are seeking unique and captivating experiences. Besides, this way will create a “win-win” situation for Astra De Wings and also the travel agencies.
In order to achieve the target of the business, our drone services are meticulously designed for both local and international tourists. By involving both local and foreign tourists we can build connections which later also can be beneficial for Astra De Wings and also can enhance the overall travel experience to their journeys. To achieve this customer segment, by doing a strategic collaboration with travel agencies can make it possible as aforementioned. We basically can establish a steady flow of customers but also cultivate long-term partnerships with key players in the travel industry. Thus, we benefit from an extended reach into diverse market segments.
Moreover, Astra De Wings also aims to involve government agencies for local tourism events to make the drone services can be widely used. According to Nunkoo (2015) local government involvement in tourism development suggests a role in shaping the tourism landscape, potentially influencing customer segments. So, we basically think that through partnerships with government agencies, it will align with our dedication to contributing to the promotion of using our drone for tourism. Then, by doing so, the events will basically be full of group and solo travellers. So Astra De Wings can plan to attract them to use the drone’s service since Horizon Hawk can provide drone services specifically for tourism. So, it is such a great opportunity to gain more customer segments for this project.
Not only that, since this project has decided to collaborate with travel agencies, so basically it not only caters to tourists but also open avenues to engage school students during their holidays. Then, drone-related activities can be added in the part of travel agencies package which can curate specialised drone experiences tailored for students. In relation to this, this idea can introduce students to the world of drones in unique tourism-oriented settings. The students can experience a memorable way of holiday simultaneously being exposed to cutting-edge technology of fixed wing drones. As a result, Astra de Wings is able to pique the students' interest by forming partnerships not only with travel companies but also directly with the schools.
Furthermore, we also need to consider our costs to produce the Horizon Hawk which is equipment and maintenance costs are necessary to put in the company budget due to it being important to ensure the product is in good condition and equally crucial to make investment to avoid any failure of a valuable and functioning Horizon Hawk. Then compliance fee which is operational expenses. Compliance fees for this case focus more on regulatory and law which is fees for certifications, licences, rental place and compliance testing for the drone industry and related to CAAM, ATC and LADA. Lastly, marketing and promotional expenses. This cost also involves the online platform maintenance which is related to channel management due to the customer segment. Channel is a way to reach out and interact with the customers and get their feedback for our improvement. Then, the way to ensure the product to be known. However, a company’s profit is equal to the revenue it receives less the cost it incurs.
A key pillar of our revenue stream is basically focusing on giving best services for the drone. Essentially, the services that are provided fall into two categories which are rental service and repair service. For the rental services, it basically provides accessibility to cutting-edge drone technology without the burden of ownership. Simply say that every person can access this service as long as they use it for tourism which is related with the aim of this drone. Even so, the importance of providing comprehensive repair services is really needed. Basically, Astra De Wings aim to give genuine replacement parts which are performed by the team of skilled maintenance engineers and also want to solidify the brand reputation as a reliable service drone provider.
The other method Astra De Wings wants to monetize is by offering piloting training services. The training programs basically would like to cover the spectrum of drone piloting skills, from basic manoeuvres to the advanced techniques. According to Schmidt et al. (2022), the importance of training essential competencies is to ensure safe and efficient handling of emergencies or surprising events in drone operations. So, the person that joins the training can enhance their skills and at the same time Astra De Wings can earn money. Thus, by providing comprehensive training to the person who likes to join, we also basically contribute to the overall proficiency and safety of drone operations.
In relation to this, our training piloting services will integrate compliance with the SSM. This basically adheres with the SSM regulations which ensure that our piloting training services meet the required standards set by the regulatory body in Malaysia. So, Astra De Wings not only aims to provide comprehensive piloting training but also to provide legal and operational compliance within the Malaysian regulatory framework. Simultaneously, Astra De wings align this piloting training with business practises with SSM guidelines. Thus, this concept has the potential to not only improve the customer’s expertise but also to win over their trust.
Other than those ideas, securing initial funding through government and university programs can also be a great idea to generate income. This is because Astra De Wings intend to actively collaborate with government entities that are particularly working to promote tourism-related initiatives. To be more specific, Astra De Wings would like to pitch the drone service and in a way the government can also focus on tourism development. Then, Astra De Wings also aims to attract funding from university startup programs which particularly in the program Astra De Wings will emphasise educational components such as piloting training that will align with academic interest. As a result, this will be a great opportunity to secure funding because it is such a proactive engagement.
2.12 Green Technology Master Plan Malaysia
Astra De Wings has implemented a substantial initiative within our company to align with the government’s green technology agenda. This involves replacing the traditional combustion engine systems with battery powered systems for our drone projects. This strategic approach highlights our dedication to sustainability and mitigation of carbon emissions that are connected to our operations. By substituting the combustion engine system with a battery powered system, we are not only making a positive impact on the environment but also implementing a more efficient and environmentally friendly approach to aerial technology. On the other hand, this initiative is in line with the primary goals of the green technology advancement, as it contributes in reducing our dependence on fossil fuels and minimising the environmental consequences of our actions. Our utilisation of battery powered systems in our drone projects demonstrates our commitment to innovation and responsible business practices, thereby making a positive contribution to the collective effort of constructing a more environmentally friendly and sustainable future.
Astra De Wings is now looking into and utilising the tax incentives offered in Malaysia to strengthen its environmental efforts, specifically in the field of drone projects. This aligns with the worldwide movement of embracing green technology and reflects the business’s commitment to sustainability. The Green Technology Tax incentives by the Malaysian government as specified in the Green Technology Master Plan Malaysia 2017 to 2030 provide various opportunities for companies engaged in green technology or those undergoing a shift towards environmentally sustainable practices. Astra De wings could potentially utilise incentives like the GITA to minimise costs associated with acquiring approved green technology assets for its drone project. By strategically utilising these tax incentives, Astra De Wings can both support the wider green technology movement and enhance our financial standing while adopting environmentally friendly approaches in the creation and implementation of battery powered drone technology.
Figure 2.12 Government Budget towards Green Technology (news)
Figure 2.13 Tax Incentives for Green Technology
2.13 Malaysia Drone Technology Action Plan (MDTAP 30)
Under budget 2022, MRANTI has allocated 30 millions into upgrading the 4IR Hub, this hub is functioning to act as a centre of excellence. Under 4IR it supports in expanding the innovation ecosystem technology for drones. Collaborating with MRANTI is able to give a huge benefit to our company as it provides few services to the drone companies like us. MRANTI is associated with corporate entities, government, training institutions, universities, and industry players in order to provide the most cutting-edge talent development programmes. By joining hands with MRANTI it will be able to guarantee that our company will always stay ahead of the curve and at the forefront of the upcoming technological generations. Aside from that, it is easy to get market access as it provides opportunities for the drone companies to demonstrate their talent and technologies to grow their businesses and at the same time gives an initiative in the form of funding opportunities with necessary tools in developing the drone technology. With MRANTI our company can get a place through events and conferences conducted to give us visibility and exposure as we can reach the audience directly and expand our drone service businesses to the potential customers. Our companies not only provide the services of drone touring but also we the one that design and manufacturing it, with the help with MRANTI we can get a testbed and environment facilitation to test our drone before deploy it into real-life environment for safety purposes to make sure the drone meet the necessary requirements in terms of functionality, stability and purpose of the drone. Can be said that the key point to calibrate with MRANTI is the capabilities of it to help us commercialise our drone services to the people for local and international use.
2.14 Malaysia Budget 2023
According to The Star “ The government announced the MDTAP 30, which aims to further develop the field. This comes as the industry is expected to create 100,000 job opportunities and contribute RM 50.71 billion to the country’s GDP by 2030. The initiative is headed by the MRANTI under the MOSTI.” From this statement, we know that our government really optimises in fostering the growth and developing the country’s drone industry.
Firstly, income sources for Astra De Wings, we focus on drone rental service fee, drone repair service and piloting training. These three income sources will be our main sources of income to generate company financial. We also need to expand our networking and collaboration to enhance our income and ensure the financial stability of the company. However, the drone industry has led to automation of manual labour and created job displacement. While the drone sector opens up new opportunities in manufacturing and software development, the concern of unemployment issues will rise. To prevent these problems, we as a provider of drone’s service business need to make a collaboration with government organisations to focus on investing in education and training programs to help workers adapt to evolving job markets, along with implementing supportive policies for a seamless workforce transition.
Then, fixed and variable expenses of the company. Fixed expenses are predictable costs that remain constant each month, regardless of the level of production, sales or usage. However, fixed expenses for Astra De Wings are land rental, wage, electrical bills, marketing and promotional costs, compliance costs and so on. After that, variable expenses focus on costs that can change or fluctuate based on several factors for example drone’s raw materials, transportation expenses, drone equipment and maintenance costs, and online platform maintenance. These things need to be considered in the company's annual budget to ensure where the money flows. Furthermore, savings constitute a designated portion of funds earmarked for future needs or unexpected events. Regularly reviewing and adjusting the allocation for savings ensures that the budget stays in harmony with evolving financial aspirations and economic circumstances.
Lastly, two crucial financial components are debt repayment and investments. Debt repayments are committed efforts to settle outstanding financial obligations such as loans or credit lines. Allocating funds to debt repayment is a strategic way to help companies reduce liabilities and interest payments and contribute to enhancing financial stability. Then, investments are an initiative for future growth, innovation and returns. This may involve research and development projects, new technologies and market expansions for our drone development. To ensure long-term success of Astra De Wings, balancing debt repayment and investments requires optimising financial resources.
2.15 ICT Market Landscape
Deputy Finance Minister I, Datuk Seri Ahmad Maslan said “The drone industry in Malaysia is expected to reach a market value up to RM 12.13 billion or 4.3% of the global market share this year” which prove that there are huge demand on the market share for drone industry which give us big opportunity to growth, our company not only focus in rental service but also will provide repair service which will be high demand as the drone industry is growing, another demand section will be pilot training service for drone.
As our drone service starts with the tourism field, based on Future Market Insights statement “Malaysia tourism revenue is expected to be USD 2,853.9 million by the end of 2023. In long-term, the Malaysia tourism is estimated to reach at around USD 9,350.3 million in 2033” by that statement give us opportunity to grow much bigger in speciality in drone for tourism that currently we are doing in Langkawi and as our company growing we will do expand area of cover for our service that will also help us to gain more customers.
By the time our company growth, we also will open collaboration either with government or private company and the market for drone business is quite high for example movie maker , we could do a collaboration with a movie maker company such as Netflix to support their shooting film, our drone has speciality to take picture from high altitude which is good to capture scenery without using helicopter that would cost the company.
2.16 Sustainable Development Goals
Figure 2.14 SDG
The SDG is basically being released and ratified by the UN as part of Agenda 2030 which is basically an agreement by the UN to improve global sustainability as has been stated by Fleming et al. (2017). Not only that, according to Biermann et al. (2017) the UN general assembly 17 SDGs around September 2015 with the aim to mark the most ambitious effort which is to place goal-setting at the centre of the world. Therefore, for this project, Astra De Wings wants to build the fixed-wing drone which in a way follows the SDGs as has been suggested by the UN. In specific, this project might determine the successful implementation and find the perfect possibility for the future ahead.
As previously said, Horizon Hawk aims to bring about a transformative impact on the tourism sector through the utilisation of drone technology. Consequently, the primary SDGs that Astra De Wings focuses on is SDG 9, which pertains to Industry, Innovation, and Infrastructure. To substantiate this assertion, it is crucial to underscore that the problems pertaining to labour conditions within the tourist and hospitality sector are in alignment with the objectives outlined in SDG 9, as highlighted by Day et al. (2021). According to Astra De Wings, it is believed that Horizon Hawk has the potential to enhance the tourism business over time, since individuals are likely to utilise the services provided in the aforementioned package, as stated in the BMC. Furthermore, Astra De Wings has the potential to revolutionise the way individuals engage in and perceive the tourism industry. The BMC of the Astra De Wings provides distinctive airborne perspectives that establish a connection between innovation and the world of drones. Therefore, Horizon Hawk may be considered as a significant advancement towards sustainable tourism, as it not only offers innovative infrastructure but also adopts a revolutionary approach to global sustainability.
The other SDGs that are interconnected with this fixed-drone project is Goal 11 (Sustainable Cities and Communities). According to Séraphin and Gowreesunkar (2021) Goal 11 has the potential to advance urban infrastructure and universal accessibility, promote regeneration of areas in decay and preserve cultural heritage, assets on which tourism depends. Astra De Wings aims to specifically cater to travellers, school students and tourists by offering the use of drones during their tourism activities. Indeed, via effective engagement with appropriate populations, cities have the potential to achieve remarkable levels of growth and enhance their popularity over time. To be more specific, the utilisation of drones might potentially boost accessibility and provide unique viewpoints, thereby attracting a larger number of tourists to Langkawi, which serves as the primary location for our project. Not only that, it can be a win-win situation due to the symbiotic relationship between the rise in tourists and the usage of the drone which presents monetization opportunities for Astra De Wings but also elevates city visibility and attractiveness. Thus, if the idea is strategically done, Astra De Wings possibly can create a positive impact to the urban infrastructure and community in line with the goal
