These resulting attribute variations may yield more than one conceptual service, as will be shown
in the conceptual service identification and categorization section in Chapter 5. As many search
iterations as are needed should be made until the results are satisfactory.
FORWARD ATTRIBUTE COLLECTION. This method recommends starting from the top core
attributes??”at level 1??”and proceeding downward to select the proper attributes node that best
matches business requirements and contributes the most to the establishment of conceptual services.
Exhibit 4.6 exemplifies two collection search paths. The first starts at the return core
attribute at level 1, which is found in the initial core attributes assembly (marked as node 1). The
search then continues downward and ends at node 3 on level 3, which is made up of the return,
time, and risk attributes. The second search example starts from the time core attribute??”marked
as node 1.a??”and continues downstream to collect the time, liquidity, and risk attributes (1.a, 2.a,
and 3.a on level 3).
These two attribute search paths assemble distinct property sets that can significantly
influence the conceptual services??™ identification. The first set is centered on return on investment,
investment time horizon, and risk tolerance of potential clients, versus the second combination,
which emphasizes the investment time horizon, asset liquidity, and risk tolerance.
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