Total Value Matrix Framework

Going by how strategic and profitable it is, a business can create four types of value: flagship, fill gap, future, and free.

Flagship product is a core product that drives a company’s growth. It brings in maximum profit and is strategic to a business. The flagship product represents a company’s core competency.

Fill-gap product complements flagship products. Fill-gap product is not strategic, but it can be profitable. In the case of a bank, the flagship product can be a deposit or loan. But it can sell a mutual fund to fill the gap in its services portfolio.

Future product is a lab product - only a small segment of the market will need it today. It is strategic but may not be profitable yet.

Free product is a “good will” or “charity” product that a business creates to discharge its corporate social responsibility. Ideally, it is neither strategic nor profitable.

Related Frameworks


About Sankaranarayanan

I am a writer based out of Tamil Nadu, India. I am an author of 'Facebook, Twitter, and a Pair of Shoes'. As a freelancer, I am blissfully ignorant of intellectual boundaries - I write on a wide range of subjects, from business to beauty. I speak at seminars; take up training and consulting assignments mostly based on my ideation frameworks . I design layouts for print (ads, brochure) and web.


6, Pugazhendhi Road, Cotton Market
Rajapalayam - 626117, Tamil Nadu, India

+91 97902 76206