Just look at the fundamentals here:
- 2 years of mining/ general charter work with a quite a sound choice of airframe.
- Decision to launch into RPT
- Roma - abolished because mining stopped/ slowdown
- Launch of a new service in the USA
An aircraft designed for 600nm sectors now to operate 250 nm RPT sectors with a base of support linked to mining in NSW. It doesn't pass a basic common sense test.
You have to accept, if BN-NAA and BN-TW made sense right now, REX, QF or VA would more than likely be doing it. They're not, and especially not with JET aircraft.
I don't think these guys really have a plan for serious RPT. I don't think they themselves could articulate what is their core strategy for an expanding network.
It is hard to work out why they're stumbling. The aircraft runs rings around the turbo-prop competition but they're not making that point of difference work for them.
Why?
No head of sales and marketing! No single-minded, immovable determination to be the number one RPT operator in Australia? Under capitaised? Simply not business minded people?
Maybe a mix of all these things but the opportunity is slipping away. I would bet beyond a doubt there is no significant budget for sales and marketing!
Get a driven sales and marketing team with an adequate budget and you'd watch this business boom for sure.