Five types of businesses, according to Pine & Gilmore’s book The Experience Economy: “1) A commodity business charges for undifferentiated products. 2) A goods business charges for distinctive, tangible things. 3) A service business charges for the activities you perform. 4) An experience business charges for the feeling customers get by engaging it. 5) A transformation business charges for the benefit customers (or ‘guests’) receive by spending time there.” The more you move up the chain, the more stuff you might have to give away to get to the next stage. There’s a succinct review here.