Good luck to this new airline. I didnt pick up on the aircraft type, saab will it be? 12 flights out a week sounds like 1 unit?
The choice of name is extremely limiting in my view, using something more generic or less Irish perhaps would offer scope to link other points if opportunities arise, air instead of aer for example. Branching in the future into say non ireland rated routes, who is going to check aersoutheast ... i'll be interested to see how they market this route and to whom ?