AELS – Scaling Aircraft End-of-Life with OKRs

Logo AELS

Introduction

AELS (Aircraft End-of-Life Solutions) dismantles aircraft, recycles materials, and recertifies components through EASA/FAA 145 shops. Their mission: deliver sustainable, profitable solutions for retired aircraft. With a new investor and pressure to grow, AELS needed to transform from a flat, transactional business into a scalable, future-proof organization.

Challenge

After 10 years in business, AELS struggled with inconsistent results, overfilled warehouses, transactional short-term sales, and no scalable structure. With millions tied up in new aircraft, the challenge was to increase inventory turnover, professionalize the organization, and prepare for significant growth.

My Approach

I transformed both the sales mindset and organizational execution:

  • Shifted sales from transactional to relational using the Bitsing method, building loyalty and turning customers into long-term partners and even suppliers
  • Implemented OKRs (Objectives & Key Results) to translate mission and vision into concrete, weekly progress across departments — from commercial to operations
  • Relocated sales near production, connecting dismantling directly with market demand
  • Segmented inventory (fast movers, slow movers, high-value items) with dedicated sales teams
  • Rebranded AELS with a new identity, ILS presence, and marketing enablement
  • Implemented Teamleader CRM, integrated with Quantum ERP (logistics) and AFAS (finance)
  • Introduced dashboards for real-time performance and accountability
  • Built and trained a new commercial team, including succession planning for continuity

Result

Within two years, AELS multiplied revenue fivefold. The company shifted from short-term deals to long-term partnerships, accelerated inventory turnover, and became one of the top five global suppliers of dismantled aircraft parts. With OKRs in place, AELS not only achieved immediate growth but also secured a clear rhythm for executing long-term strategy.

Methods I Used

  • Bitsing method (transactional → relational sales)
  • OKRs (Objectives & Key Results)
  • Teamleader CRM + Quantum ERP + AFAS Finance
  • Inventory segmentation (fast/slow/high-value movers)
  • Dismantling plan with sales integration
  • Rebranding & new ILS online presence