To inform the design and development of the Small Business Health Options Program (SHOP) Exchange, New York retained Wakely Consulting to interview a sampling of the state’s small employers regarding health insurance coverage issues. Employers interviewed included those who do and do not currently offer coverage to their employees. The report offers insight into the Exchange's "Value Proposition;" that is, what value does it provide and why should small employers choose to purchase insurance coverage through the Exchange. The report identifies four key elements that would make offering coverage through the Exchange attractive: choice of plan options; the ability to make a defined, or fixed, contribution toward employees' coverage; administrative simplicity; and the availability of federal tax credits.