We just need to start winning isn't really a viable solution. In a salary capped league where we are always going to be at some disadvantage attracting players (for a range of reasons) we have to accept that we will go through rough patches.
We are always going to be one of the smaller A-League clubs; expecting to win consistently is totally unrealistic. If the club can't survive these unsuccessful on-field periods then it can't survive.
The club needs to have a business/sporting model that allows it to keep its head above water over times like the last couple of seasons. I suspect WelNix get this and it is the reason the model includes taking games away and trying to play more attractively; which hopefully puts bums on seats even when the results aren't good. They clearly don't think the short term crowd boosts they will get from marquee players are worth it, and I would be inclined to agree.
What they do need to do differently is avoid making fans they do have fell. underappreciated, and work really hard to build the core fanbase. I am not at all convinced they are doing enough to attract young people who will stick with the club for life. Mates of mine who used to go to every home game are now poor students who can't afford to go at all.
There is a real risk of losing fans who can't or won't pay because their connection to the club is not enough to justify what it costs. Frankly, the Carlsberg offer of $18.47 tickets did not strike me as a good deal at all when you consider the quality of the stadium, the football and the atmosphere.
Lets paint the scenario and imagine that we did not have Krishna and signed a marquee striker? (and you could pick a name to suit your argument because its outside the cap - there is no limit on what quality you can afford) Straight away you move Brockie to the bench because you have a striker, the 1v1 would have had a better chance of being slotted if we assume that the striker is the point man and the game may have changed from that goal. Now you are P1 W1 and feeling better. You also have a marketable player that people may recognise or you can leverage off the level he has played at (do not underestimate the sales at MCFC with Duff and Villa because they are names people know and Villa is a Spanish international thats won it all) and as you are winning, the crowds and interest increases. What was the home semi crowd size - 30k? The marquee has then paid for himself in extra gate sales. Lets say 13 home games with 5k people extra and those extra 5k people pay $20 a head. Thats $1.3m and your marquee has paid for himself. Oh and you are winning, people are interested and you are viewed as successful.
It sounds easy because it is. The devil in the detail is making sure you sign the correct marquee and scout properly.
The part about making fans feel under appreciated is bang on the money.