This document provides guidance for starting an airline, discussing important considerations like branding, business model selection, and cultural factors. It recommends carefully selecting an airline name that is memorable and avoids being too country-specific. Low-cost carriers require large networks and funding to be profitable, so a full-service model is suggested if capital is limited or routes have business travelers or lack competition. Cultural norms must also be considered, as the European/American low-cost carrier model has not always translated successfully (e.g. in Japan). Overall, the guide stresses properly analyzing market conditions to determine the best airline type and strategy.