Providers of IT solutions find themselves in a dilemma: On one hand, their solutions need to be tailored to the individual needs of each customer, while on the other hand, they are compelled to deliver their services cost-effectively and thus in a standardized manner. Based on identified requirements from literature analyses and 15 expert interviews, Philipp Langer describes a catalog model consisting of a process and data model. He clearly presents the structure and creation of hybrid product catalogs as well as the complex proposal process.