Provided are systems, methods and techniques for establishing a pricing structure for reserving a resource. An option is selected from among a plurality of available options with respect to delivery of a resource at a specified future time, and then the selected option is presented to a customer. Each of the plurality of options includes: (i) a reservation price at which the customer may reserve the resource, and (ii) a compensation amount that must be paid if the resource is not delivered at the specified future time. The specified future time may be either a point in time or an interval of time.