Lets look at what a prospective buyer gets:
Plus
400 staff
An AOC
Minus
A damaged brand
14 leased old aeroplanes
Loss making routes
Some fairly hefty liabilities
GCE - the point is that the buyer would get cash to take the business over. That should be the number one item in your Plus category.
If baby dies, then the market share goes elsewhere anyway, and turnover increases on your own services.
Unfortunately, it's not as simple as turnover just moving to you overnight and with no additional expenses!