In 1997, facing increasing competition from low cost airlines Ryanair and EasyJet, British Airways decided to found its own budget offering, to be known as 'Go'. Chief Executive Bob Ayling selected Cassani for the task, giving her only £25 million in seed capital. The company began operations in 1998 and reached profitability two years later. In 2001, Cassani led a management buyout of the company (with most of the funding coming from venture capital firm 3i), and became its first Chief Executive.