THE 3

PILLARS
OF PRODUCTS
A GUIDEBOOK FOR BUILDING
WHAT YOU OFFER

WRITTEN BY EMILY SPANG

WWW.FNISKEY.COM
ABOUT
Welcome to the The 3 Pillars of Products Guidebook.

You're probably here because you offer something for sale in your business right now (or maybe
two things) BUT you know you could be offering more; you just don’t know where to start.

Let me tell you, I’m with you.

I was in the exact same place five years ago. I knew I wanted to be an entrepreneur, I just didn’t
know the best way to offer products or services that people wanted. So, I started with a service,
which was coaching, but knew that I had more information to share. I discovered that I could
create products and packages that would help more people, bring in more revenue, and grow my
business. But where should I start?

All of the options out there were so overwhelming, which is the exact reason you are here; you
want to grow your business but you don't know the next step. At this point you are probably
asking yourself: What are the 3 pillars?

The 3 offers every business should have are: Services, Digital Products, and Physical Products.

Each has its own space in your brand, but each type of offer is needed in order to grow and reach
the right people.

Here is an example of how these products work together. Imagine someone comes to your
website (or your Instagram, or Facebook, or wherever people find you). Maybe you offer a
coaching package. It's a six-month program with weekly calls for $1,200/month or a pay in full
option for $6,600.

This is an amazing opportunity for some of the people in your community.

Now ask yourself this: are there people who come to my website who may not want to pay that
amount to work with me? (hint: the answer is yes)

As amazing as your coaching package probably is, some people won't want to start with such a
high ticket item. But here’s the thing: they are still obsessed with you! They stalk your IG account,
come to all your live training's, and check your website for new offers all the time.

So, how do you offer them something they will want to buy the first time they come to your
website?

This is where 3 Pillars of Products comes in. Imagine having an offer for every single person who
loves you and your brand. This is why building out your products, specifically in different
categories, is so important.

In this guidebook, I will take you through what the different pillars are, give you ideas to get
started , and help you to begin planning to launch these products.

Let's jump in, I can't wait for you to learn this info!

Emily Spang
CEO & Founder of Function

@emilyspang_ www.fniskey.com
 PILLAR
SERVICES 1
THE 3 PILLARS
OF PRODUCTS
SERVICES
WHAT ARE SERVICES?
The definition of service is: the action of helping or doing work for someone.
 
So services are actions. When you think of services, some of the examples that may come to
mind are:
 
Haircuts, mail delivery, restaurants, car repair, therapy, personal training, teaching (and so much
more!).
 
These are just a few of the many services out there. If you're creative, you can turn anything into
a service if there is a demand for it. Traditionally, services are in person; however, in today’s
modern world, a service that you offer doesn’t necessarily need to be in person, it could be
digital. The basis of a service is that you are working one-on-one with a person or in a group of
people.
 
When you look at the above list of services, some of them may come up in your business, too.
For example, teaching is a service, which could show up in your business in so many ways.
 
As an example, maybe you are a coach and you teach on building a business. Or, maybe you are
a trainer and you teach strength training. The list of what you could teach really has no end. For
now, I want us to focus on what a service is. When we talk about services in this guide, we are
referring to working with people in a one-on-one or group setting, whether it's digital or in
person.

When we refer to services, we are referring to

working with people in a one-on-one or group
setting, whether it's digital or in person.

Below is a list of services to get you started. This is just a starting point and any other
service you create that aligns with your clients' needs and wants is great.

Individual Coaching
Group Coaching
Retreats
Classes
Seminars
Speaking Engagements
SERVICES
WORKSHEET
What service could you offer in your business?

Write a summary of the topic that you will cover in this service:

How could you build out this service? What is the time-frame, price
point, and what material would you provide?
 PILLAR
DIGITAL
PRODUCTS
2
THE 3 PILLARS
OF PRODUCTS
DIGITAL PRODUCTS
WHAT ARE DIGITAL PRODUCTS?
The definition of a digital product is: intangible goods that exist in digital form.
 
Some examples of digital products are: E-books, software, digital courses,
audio and music, photography, graphics, memberships, digital templates, or
PDF’s.
 
Everyone reading this has used or purchased a digital product at some point.
We live in such a digital world. I'm sure you are using one right now (in fact you
are, because you are reading an eBook). If you have ever purchased a course,
listened to a podcast, or watched an online tutorial, you have used a digital
product.
 
The beautiful thing about digital products is you can go wherever your
creativity takes you. If you can come up with something to sell in a digital
format that adds value to your community, you have the perfect digital
product. Anything that you can turn digital and sell is a digital product.
(Side Note: if you have a physical product, like a book, you can turn this digital
and sell it. Use what you already have to supercharge your business right now.)

The beautiful thing about digital

products is you can go wherever your
creativity takes you.

Below is a list of digital products to get you started. This is just a starting point
and any digital product you create that aligns with your clients' needs and
wants is great.
E-books
Digital Courses
Audio and Music
Photography
Graphics
Weekly or Monthly Memberships
Digital Templates or PDF’s
Software
DIGITAL PRODUCTS

WORKSHEET
What digital product can you create?

Write a summary of the topic that you will cover in this digital product:

What content will you create for this product?

 PILLAR
PHYSICAL3
PRODUCTS

THE 3 PILLARS
OF PRODUCTS
PHYSICAL PRODUCTS
WHAT ARE PHYSICAL PRODUCTS?
The definition of a physical product is an item that can be touched or is tangible.
It has dimensions and weight. If you sell a physical product online in an eCommerce
store, you have to ship the item to your customer. It can feel strange to call it a physical
product, but that is the distinction. It's a product you can touch and have to ship to the
customer.
 
We are all very familiar with physical products, we use them everyday. This is great for
you, though, because the category has a wide range of options, so you could sell many
items.
 
At this point, you might be thinking “there is no way that I can sell a physical product,
I’m not Amazon."
 
Yes, you can. I want to put those doubts to rest right now.  
 
You don’t have to order 500 units of a product, take photos to add to your online store,
and ship it to your customer. The good news is, there are websites that will guide you
through the process of creating a product and drop ship the final product for you. This
means you never have to touch the item, you just get the profit.
 
A great example of a drop shipping website is Printful. With a platform like this, you can
upload your designs, whether that's a logo, a quote, or a design you created and add it
to a variety of products like t-shirts, posters, water bottles, backpacks, and so much
more. You can easily create something that your customer will love and add additional
value for your brand.
 
What you need to remember is that you need to create a product that speaks to your
customer. You don’t need to jump into this and design 50 products all at once. You can
create that many products if that’s what your customer would respond to, but you can
also start with just a few products which will help bring your customer into your brand,
spread your message or designs, and connect with your community in a different way
than you previously have.

Below is a list of physical products to get you started. This is just a starting point and
there are a lot of products that you can create to align with your customers' needs and
wants.

T-shirts Backpacks Phone Cases

Hats Coffee Mugs Posters
Tote Bags Pillows Aprons
PRODUCTS TO SELL
Use the columns below to lay out what you will offer for each of your pillars.
I recommend starting with one product in each category and building from
there. If there are multiple things you want to offer, list them out in order of
when you will launch that product.

SERVICES DIGITAL PRODUCTS PHYSICAL PRODUCTS

NOTES:
NOTES:
 BUILD A FUNCTIONAL BRAND

Congrats on finishing this

Guidebook, you are one step
closer to growing your business
and reaching more people who
need and want your products.

Don't get stuck with your next

step, we have educational tools
and communities to help your
GROW WITH US
business scale and be truly
www.fniskey.com
functional.
www.thefunctionalco.com

CONNECT WITH US
@FUNCTION @FNISKEY
 THE 3
PILLARS
OF PRODUCTS