Establishing Core Attributes 77
Study Business Requirements
Separate Proposed
Business Ideas
Establish Core Attributes for
Each Proposed Product
EXHIBIT 4.2 CORE ATTRIBUTES ESTABLISHMENT PROCESS
3. The third goal is to extract the attributes of the separated product proposals for future
attribution activities. This initial attribute collection??”called core attributes??”will become
the foundation artifacts for the conceptual service identification and analysis phase.
Exhibit 4.2 illustrates the discussed process to establish core attributes: study business
requirements, separate proposed business ideas, and establish core attributes.
It is recommended that a product questionnaire be devised to assist with the discovery
of the core attribute collection for each proposed product that is analyzed. These queries should
center on the product??™s fundamental properties, such as target audience and user preferences, major
offerings, target industry, benefits, availability and duration, and major constraints. A practitioner??™s
business knowledge can also be valuable during the process of selecting core attributes, as it can
improve the quality of the forthcoming service discovery and analysis process.
For example, to discover the attributes of a new financial trading product proposed by
an asset management institution, the following questions can be of assistance in identifying their
properties:
??? Does the proposed investment product yield high returns?
??? What would be the investment time horizon of this product?
??? Will the invested funds be available for immediate withdrawal and offer high liquidity?
??? Is this product too risky for investors?
Return? Time? Liquidity? Risk?
Core Attributes
Trading Product
Requirements
EXHIBIT 4.
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