It will be fascinating to see how this unfolds, from Wikipedia they have just 7 or 8 aircraft in their current fleet and seemed to have made around €8m on a turnover of 260m.
The start up costs will be substantial to say the least and the brand is virtually unknown in Europe let alone the USA, no feed or connecting traffic that I can see, so totally reliant on point to point traffic.
I would say that they are betting the company on this venture, Norwegian did the same with long haul, but they were 10 times bigger and started from bases where they were well known and it nearly sunk them and they are still less profitable now than they were then!!