To explore this concept let’s return to our friend the Chip Clip. At .99 cents the clip has a relatively low value expectation to the consumer. The consumer expects it to work, but only a limited number of times before the parts fail and it no longer keeps those potato chips fresh. That expectation would obviously change if the consumer were paying $4.99 for the clip. In fact, the promise you are making as the manufacturer would be that much greater and the quality would be expected to follow.
The math is pretty simple: The cost of the item (divided by) The average number of uses (equals) The Value Index.
We as consumers use our personal experiences and common sense to develop value expectations for everything that costs us money. When the value of that product exceeds our expectations we think we got a great deal. It's imperative that the value proposition of the product always exceed the value expectation of the consumer since that sets the tone for the product reputation - and that sports fans will always impact sales.
Learn to use tools like the Use Cycle and Value Cycle in the development of your products, don't be afraid of scoring your work with a value index. These things ultimately help make better products, and dramatically increase your chances of success.