[7][8] As part of this restructuring, the company also steered away from advertising as an “air taxi” with shared rides and began focusing solely on private charter flights.

[9][10] Wilcox has over two decades of airline industry experience and has been named a Henry Crown Fellow by the Aspen Institute.

[2][9] In addition to receiving funding by private investors in 2010, Zappos CEO Tony Hsieh invested $7 million into JetSuite in 2011.

[11] Early on, the company was recognized for streamlining its business through the use of four-passenger Embraer Phenom 100s as its primary aircraft.

[7][9] Unlike many of its counterparts, JetSuite did not require membership nor ownership fees, and offered guaranteed online pricing.

[citation needed] JetSuite offered an optional "SuiteKey" membership program in which customers would make non-refundable deposits of $100,000 to $500,000 and redeem them for flights at predetermined hourly rates within 24 months.