Variability proved to be a central concept in different domains, manufacturing, software development etc. in order to develop solutions that can be easily adapted to different organizational settings and different sets of customers at a low price. We argue that families of business process models can facilitate the installation of situated models in different organizations. We propose a representation system called Map to capture variability in process models expressed in an intentional manner through business goals and strategies. The paper presents an intentional view of the business process variability and illustrates it in an excerpt of a real case in the Electricity Supply Industry. The kernel of an organizational level model is also introduced to allow the organizational implementation of each variant.