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July 2008

Who Are We

PlaneBusiness.com was founded in 1997 by Holly Hegeman. In late 1996, Holly left her comfy confines on Wall Street and the Big Apple and moved to that great hotbed of airline activity -- Dallas, Texas. It was there that PlaneBusiness was born.

Holly remains to this day the site's founder, CEO, Publisher, juggler, and CEO -- chief entertainment officer.

PlaneBusiness.com publishes the most widely-read weekly financial subscriber publication of the airline industry -- PlaneBusiness Banter. Effective June 2006, Holly returned to the public arena as well -- as she revives the ghost of the former PlaneBusiness Daily Banter. Published between 1997-2001 -- the Daily Banter was the most widely read daily take on this wacky industry we know and love.

Yep. Holly was "blogging" before the word had even been coined.

In June 2006, PlaneBuzz made its appearance.

Hegeman is a former senior contributing editor for TheStreet.com in New York, where she analyzed the airline industry for four years. Holly also created the airline industry research area of the Motley Fool Investment website in 1995. She covered the industry for the Fool until 1997, and was a contributing editor of The Motley Fool Investment Workbook, published by Simon and Schuster.

During her stint with The Fool, and prior to her founding PlaneBusiness, Holly was senior vice-president of marketing for two Wall Street investment firms. In adddition to producing/creating national television commercials, coordinating high net worth seminars, and working one-on-one with brokers with their personal marketing efforts, it was during this period of time when she also learned how to day-trade by watching and learning from the equity traders after hours. She still yearns for another Bloomberg on her desk. Maybe someday.

It was also at this time that she began to track and successfully trade airline stocks.

Hegeman served as a consultant to then-Chairman of AMR Robert Crandall from 1994-95, where she worked on a number of communications management projects. She also authored the 1994 AMR Annual Report, along with Crandall.

Prior to her move to New York in 1993 -- Hegeman owned her own firm, The Hegeman Group, for eight years. Her specialty was marketing/branding/communications -- both on a corporate level and working with individual clients. She also handled several large advertisting accounts -- primarily radio and television.

Hegeman also taught communications and public speaking skills at the University of Tennessee.

When she was not doing all this, she sold commercial real estate and was a Certified Commercial Investment Manager (CCIM) candidate. Want to calculate the internal rate of return?

Hegeman is a graduate of Loyola University, New Orleans, and has completed graduate level work at Griffith University, Brisbane, Australia, University of New Orleans/Innsbruck, and the University of Tennessee. Go Vols.

Holly was the recipient of a Rotary International Journalism Award, and is a past president of the New York chapter of the International Association of Business Communicators. She retains her membership in PRS:NY, a select group of New York-based communications professionals.

Oh, and yes, her first "job" after she graduated from college? She became part-owner of a 24-hour bar and restaurant in the French Quarter of New Orleans. Ever heard of Molly's? Yes, well that was the place. One year later she opened another restaurant with her partner. This one was -- not -- open 24 hours a day.

Three years later -- for sanity's sake, she sold out of both establishments and left New Orleans. She returned to the New Orleans area in 2001 primarily to assist in the care of her Mom -- who has since passed away, and her Dad, who is now 88. She lives with a house full of computers, Max the Cat, Mom Cat, Pitty Pat the Cat, Ernesto the Cat, and two new large puppies -- Esther and Bita. And David. (He's the tall one in the house.)

Contact Information:

Holly Hegeman - hhegeman at planebusiness.com

Jonathan, PlaneBusiness Web Editor - jlb at 411.net.com

David, PlaneBusiness Subscription Manager/Financial Editor - pbsubs at planebusiness.com

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