. DESCRIBE the customer problemfpain that Zipcar's value proposition is addressing. How unique is Zipcar's value proposition compared to alternatives at the time of its founding? IDENTIFY Zipcar fixed costs and variable costs. Based on the data presented in exhibit 8b of the case, EXPLAIN why variable costs are turning out to be higher than the ones estimated in the data in exhibit 5. . DESCRIBE Zipcar pricing structure (i.e., the prices it charges for the services it offers) and EXPLAIN how this structure affects members1 behavior and the revenues of Zipcar. . Attrition ratelchurn rate is an important indicator for subscription-based business models because it shows the number of members who unsubscribe (i.e., leave the service). CALCULATE the attrition rate of Zipcar for the month of September based on the data presented in exhibit 8a. COMPARE this figure to the 15% rate estimated by the founder in the revised financial plan for Boston May 2000 and EXPLAIN what it means for the lifetime value (LTV) of the members