Lessons from OzJet's crash
How to lose an eight-figure sum in only 4 months of trading as a new business:
1. Launch a budget airline into a market in which two big budget operators are cutting each other's throats on pricing already.
2. Launch an all-business class airline into a market where less than 5% of travellers fly business.
3. Try to build a business-class brand with an economy positioning and daggy, budget-barrel name.
4. Ignore the real reason people fly business class: so they can feel superior to the rest of us who have to walk past them sitting up front as we make our way down the back of the plane. No economy passengers to sneer at, no fun.