Fixed Value Added Resource

The term, Fixed Value Added Resource FVAR is a marketing concept used to describe items, that whilst seeming unrelated to the core product in nature, provide the user with something that 'adds value' to the core product or service offering on a permanent basis. The term was coined by the entrepreneur Edward A Blake in his attempt to quickly explain the purpose of a resource he was promoting to online service providers.

Definition

In order for an item to be classed as an FVAR, Edward A Blake set out the following three requirements;

1. The item must be fixed in nature. That is, an item to be found on a constant basis within the core product.

2. The item must not be directly related in content do that of the core product. For instance, a 'Model of the Day' feature would be an FVAR if placed within a daily tabloid newspaper such as The Sun, but could not be classified as such if featuring within a men's magazine such as Playboy.

3. The item must add some form of distinct value to the existing value proposition of the core product. For instance, many people subscribe to a daily newspaper in the knowledge that they will derived 'added value' from the FVAR, (such as the daily Crossword) irrespective of the overall quality of that day's newspaper.

Some good examples of FVARs' are:

- Daily Crossword, Sudoku and other puzzle games featured within magazines, newspapers & websites

- Daily Cartoons featured within magazines, newspapers & websites

- Free to download travel/education/health/career guides featured upon a website

- The 'Page 3' girl feature found within The Sun Newspaper and upon its online version