This paper demonstrates the development and operation of a basic value-driven design framework to help identify the best airframe and engine options for non-traditional niche markets. Using data collected by The Bureau of Transportation Statistics, the size and scope of unfulfilled markets can be determined. Using the methodology, the user can evaluate airline, airframe and engine combinations for the best value solution. Value model optimisation can take place within each system, subcomponent and component model and keeping all things equal how one (or a set of) variable(s) would affect the overall design solution. Using the
models, a number of Middle of the Market example cases were investigated, demonstrating the principle of the approach. While the modeling is incomplete the initial results highlight the challenges of selecting the proper configuration for uncertain, non-traditional markets.