Blue Ocean offerings
Kim & Mauborgne (2015) provide some handles for defining new offerings. They identify six kinds of value of an offering: customer productivity, simplicity, convenience, risk, fun & image, and environmental friendliness. These kinds of value can be realized in six different phases of customer experience: purchase, delivery, use, maintenance, disposal, supplements. This gives a matrix of 36 cells. Each of these cells is an opportunity of a value object to distinguish itself from the competition.
To create a Blue Ocean, Kim & Mauborgne recommend comparing the value object not only with competing objects but also with substitutes and alternatives from neighboring domains, that could satisfy the same customer goal. This may convert noncustomers into customers.