IT COULD scarcely have been a worse prelude to a 150th birthday party. Over the past fortnight, the Melbourne Football Club has been relocated by Jeff Kennett, targeted and then threatened by Andrew Demetriou and pummelled by St Kilda in a jumper that can only have been created by an understaffed off-field team working under duress.

The Demons said farewell to their longest-serving captain, lost a match-turner in Russell Robertson, and even Dean Bailey and Chris Connolly must be losing the senses of humour and sunny dispositions that carried them through a gruelling first half of the season.

Demetriou's threat yesterday that the club could lose its one genuine MCG blockbuster should its fans fail to turn up put the focus on Melbourne's biggest problem — its lack of support.

While the little-known Bailey has been given three seasons to remodel the football team, rebuilding the once proud club into a viable business with a strong identity is the true challenge.

Jim Stynes will provide focus and a honeymoon period but, to date, has provided no long-term business plan. Melbourne needs a decent business analyst to work on a new partnership with the MCG. Casey, 50 kilometres from Olympic Park, is a risk, but does provide a decent training track and a potential new generation of supporters. And Stynes can assist in harvesting the Demons' support at at the top end of town to secure an injection of funds in the short term.

Melbourne can survive in its home town as a boutique club with a unique profile. But its potential new chairman, chief executive and coach must work out what that profile is and work to achieve it.