“Getting the job done” Value can be created simply by helping a customer get certain jobs done. Rolls-Royce understands this very well: its airline customers rely entirely on Rolls- Royce to manufacture and service their jet engines. This arrangement allows customers to focus on running their airlines. In return, the airlines pay Rolls-Royce a fee for every hour an engine runs. Design Design is an important but diΩicult element to mea- sure. A product may stand out because of superior design. In the fashion and consumer electronics industries, design can be a particularly important part of the Value Proposition. Brand/status Customers may fi nd value in the simple act of using and displaying a specifi c brand. Wearing a Rolex watch signifi es wealth, for example. On the other end of the spectrum, skateboarders may wear the latest “underground” brands to show that they are “in.” Price OΩering similar value at a lower price is a common way to satisfy the needs of price-sensitive Cus- tomer Segments. But low-price Value Propositions have important implications for the rest of a busi- ness model. No frills airlines, such as Southwest, easyJet, and Ryanair have designed entire business models specifi cally to enable low cost air travel. Another example of a price-based Value Proposi- tion can be seen in the Nano, a new car designed and manufactured by the Indian conglomerate Tata. Its surprisingly low price makes the automobile aΩordable to a whole new segment of the Indian population. Increasingly, free oΩers are starting to permeate various industries. Free oΩers range from free newspapers to free e-mail, free mobile phone services, and more (see p. 88 for more on FREE). 2 bmgen_final.indd 24 6/15/10 5:32 PM