Example: Identifying Candidate Services from Business Goals
This example illustrates two representations of a goal-service model.
Relationships
Main Description

The table below demonstrates a completed goal-service model for an example based on a fictional car rental company called Rent-a-Car that is initiating a project to improve aspects of its business performance. The format Bold Italic is used to denote newly identified services.

Table 1. Goal-service model

Goal or Sub-Goal KPIs Metric Services
1. Increase revenue Revenue increase of 20% by end of FY2005 Record revenue generating transactions  
1.1. Introduce new products Contribute Revenue increase of 5% Record transactions for new products  
1.2 Introduce new channels Contribute revenue increase of 5% Record transactions for new channels  
1.3 Increase revenue per transaction Contribute revenue increase of 7% Record transactions that contain an up-sell  
1.3.1. Up-sell higher class vehicle Contribute revenue increase of 4%  
  • Recommend up-sells based on customer profile 
  • Determine types of Up-sell vehicles
  • Check vehicle availability
1.3.2 Cross-sell additional options Contribute revenue increase of 2%  
  • Purchase options individually 
  • Purchase options packages
1.3.3 Cross-sell partner services Contribute revenue increase of 1%  
  • Reserve Hotel rooms 
  • Reserve Airline tickets 
  • Book destination attractions 
  • Sell navigation equipment post-rental


This can be modeled in UML using the Business Modeling profile to capture the Goal Model as shown in Figure 1. Note the direction of the dependency arrows: higher-level goals depend upon their sub-goals.

Figure 1. Goal-service modeled in UML


 

Next, you can assign Capabilities (candidate services) and existing ServiceInterfaces to the goals they support using UML dependencies once more (decorated with the <<Supports>> stereotype for clarity), as shown in Figure 2.

Figure 2. Assign capabilities and existing ServiceInterfaces to the goals