Virgin Orbit’s first launch demonstration flight has ended in a very unceremonious fashion. The spaceflight firm reported a “clean release” of LauncherOne from the Cosmic Girl host aircraft, but the rocket’s journey “terminated shortly into the flight.” In other words, LauncherOne didn’t have a realistic chance of reaching orbit.

The company had warned that the flight might not end well. This was the first time anyone had lit up a liquid-fuelled rocket at high altitude in a horizontal position, and it wasn’t clear if the rocket would last more than a brief moment.

Virgin Orbit is finally ready to try a proper launch demo. The spaceflight outfit now expects the launch demo mission to take place on either May 24th or May 25th between 1PM and 5PM Eastern each day. If there’s enough of a launch window, the Cosmic Girl carrier aircraft will release LauncherOne over the Pacific, where the rocket will fire its engine in mid-air for the first time. It will sustain that flight for as long as possible and deploy a payload in orbit if successful, Virgin said.

The company is aware this is risky. No one has previously lit a liquid-fuelled rocket in a horizontal position at a 50-mile attitude — this could go well, or it could go spectacularly wrong.

Company chief Dan Hart told CNBC in an interview that he hoped the first full-fledged launch would take place “before the end of the summer.” A first commercial launch, meanwhile, could come roughly eight to 10 weeks after that. Virgin already has six rockets in progress in its factory, and thinks it can produce “beyond 20” per year, Hart added.

The relatively quick schedule isn’t completely outlandish. Unlike Virgin Galactic, the Orbit team isn’t carrying crewed vessels into space — there’s still a lot to consider, but there are clearly fewer variables. As it is, the team has plenty of incentive to hurry. Virgin expects to charge between $10 million to $15 million per flight, which is a bargain compared to other aircraft-based launches and many conventional rockets. If successful, it could become a go-to option for satellite operators that want to trim their costs.