Abstract: This invention relates to a system and method to enable a business to meet its business goals. Disclosed are certain non-limiting exemplary embodiments which teach a method for reducing the risk a business takes when doing business with customers in an environment where equal pricing is not the best strategy. Based on the business goal information entered into the system, the rating of the user, and other factors determined by the business, it will automatically calculate and make offers to interested users. This invention is particularly suited for the service industry. In one embodiment, a user can request and make payment for travel services.