What is needed is more than just cost cutting. You can only shrink so much until you reach zero. There is still a market out there for people who want ot fly privately. Yes, that market is not as large as it was, but those companies that are smart and especially creative in their marketing approach will be the ones who survive and thrive. At the same time, the strengths that make each company great should be enhanced. This includes everything from customer and client service, pilots and crew interactions,safety culture and of course, the use of new media outlets. I think its important for any aviation company to be able to differentiate itself from its competition. The pie may be smaller, but a substantial “piece” of that pie can be obtained with a new and more modern business plan, fully aware of the new realities of the market. Only then will the glass begin to fill.