◄Previous: 2.2 The value map

2.2.1 Products and services

This is a very important sub-block of the value proposition canvas. It showcases the offer in terms of bundled products and services. According to Osterwalder et al. (2014, p. 29), these can be:

  • Physical/tangible: physical goods that can be grown or manufactured.
  • Intangible: a product or service that has no physical nature, such as a patent (product), or a haircut (service).
  • Digital: digital products such as online videos or music. These were most likely categorised separately because they may adopt a platform or a multi-sided business model.
  • Financial products: these are categorised separately as they have particular business models (such as insurance products) or even platforms (used to exchange cryptocurrencies such as Bitcoin and Ethereum).

Activity 4

Allow approximately 5 minutes.

Match each product and service with the correct category.

Financial

An insurance policy to protect household possessions from robbery or damage

Intangible

The copyright on the content of a new book

Digital

The new season of a popular TV series

Physical

Vegetables from the local farmers market

Using the following two lists, match each numbered item with the correct letter.

  1. Financial

  2. Intangible

  3. Digital

  4. Physical

  1. An insurance policy to protect household possessions from robbery or damage

  2. The copyright on the content of a new book

  3. The new season of a popular TV series

  4. Vegetables from the local farmers market

The correct answers are:
  • 1 =
  • 2 =
  • 3 =
  • 4 =
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