b'BUSINESSMATTERSAs a start-upfacing little revenue and striving to hit break-even in saleshow would you structure your organization?Can you streamline the inevitable creep of complexity that built up during the good times? How can you simplify the product to reduce operating costs? The airlines are foregoing unpopular change fees and baggage fees, worth 1.4 percent and 2.9% of operating revenues and high margins. Are there changesthat your customers will demandHybrid & Zero Emission Solutionsbut would really impact your margins? How do you react to that? ABB is making sustainable solutions a realityfor ferries accross Americas.Learn more at:How can you scale your organiza- new.abb.com/marinetion to be more efficient so a 2-3x increase in volume does not require a corresponding 2-3x increase in resources? What might that organi-zation look like?You might invest in the modern technology that you have dreamed about over the past decade. But can you earn a rapid pay back to justify that decision? 2021 is a whole new game. Start with a blank sheet of paper to re-imagine, adapt, and focus on your break-even point. Treating 2021 as a start-up year will ensure your margins can return. nAbout the Author Bob Shaw is a veteran industry executive, having led over 100 vessels responsible for over 10 million passengers a year. He can be reached at shawrw@gmail.com.OCTOBER 2020FOGHORN 33'