Service Catalog Management: Best Practices & Tools

A well-managed service catalog gives teams a reliable way to define, request, and deliver services at scale. It’s one of the most practical ways to bring consistency to IT operations and make support easier to navigate for both users and IT.

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In this article, we’ll cover: 

• What service catalog management is and why it matters
• How it fits into the ITIL framework
• Best practices, real-world examples, and implementation steps
• Tips to keep your catalog optimized over time
• Common pitfalls and how to avoid them

Before we talk about service catalog management, let’s first discuss what a service catalog is. 

Understanding the ITIL service catalog

In ITIL (Information Technology Infrastructure Library), a service catalog is a centralized, structured listing of all active IT services available to users or customers. It provides a single source of truth about services users can request — such as password resets, software provisioning, or adding network printers.

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But the service catalog doesn’t stand alone. It’s part of broader IT Service Management (ITSM) practices. In fact, ITIL positions the service catalog as a key tool in ITSM, because it touches every stage of the IT service lifecycle:

• It powers request fulfillment by giving users a starting point. 
• It ties into incident management by linking tickets to specific services. 
• It supports change management when new services go live or existing ones are updated. 
• It enables reporting and improvement since usage patterns in the catalog can highlight what’s working or what’s not.

In short, the service catalog sits at the center of service delivery.

How does a service catalog differ from a service portfolio or pipeline? 

It’s common to hear about service catalogs, portfolios, and pipelines in ITIL discussions, and while they are related, they have distinct meanings. Let’s break that down:

• Service catalog: This is what’s available right now. It’s live, active, and requestable. If it’s not in the catalog, users shouldn’t expect to get it.
• Service portfolio: This is the full lifecycle of all services — past, present, and future. It includes retired services (so you don’t lose the historical context), the current service catalog, and anything in development. Basically, the portfolio is the strategic view.
• Service pipeline: This is the “coming soon” section of the portfolio. These are services that have been approved or are under development, but aren’t available to request yet. It’s your future roadmap.

To differentiate clearly: The service catalog is what you can get now; the service pipeline is what you might get in the future; and the service portfolio is the sum total of now, future, and past (retired) services. 

What is service catalog management?

Service catalog management is the practice of creating, maintaining, and updating a service catalog. It ensures this catalog is accurate, up-to-date, and useful. This involves documenting each service’s description, how to request it, what it costs (if applicable), the service level agreements (SLAs) in place, and any other details users might need.

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Why is this important? A structured service catalog delivers clear business and IT value. It sets clear expectations with users, reduces misrouted or inappropriate requests, and makes it easier for users to get what they need without going through back-channels. For IT, it means fewer one-off interruptions and more time spent delivering standardized, well-defined services. 

Components of a service catalog

Whether it’s a document, a spreadsheet, or a module in a service management tool, a good service catalog typically contains several key components for each service listing. The exact terminology can vary, but the following elements are commonly included:

• Service name and description: A clear, user-friendly name and a short description of what the service actually is and does. This should avoid jargon and speak the user’s language (e.g., “Request a Laptop” vs “Endpoint Provisioning”).
• Service levels (SLAs): Defines the expected response and fulfillment times for the service, such as how fast IT will respond to a request or the guaranteed uptime for a critical system.
• Costs and pricing: Any associated charges or internal cost allocations (e.g., chargeback/showback info). Even if services are free to the end user, documenting the cost helps with transparency and budgeting.
• Availability and support details: Information about when the service is available, any maintenance windows, and how to get help if something goes wrong. Often includes contact info for the service owner or support team.
• Request procedures: Step-by-step instructions on how to request the service, including forms, approval workflows, and any prerequisites. Ideally, this is linked to or embedded within the catalog entry itself.

Some orgs also include bonus fields like:

• Deliverables (what the user actually receives)
• Dependencies (e.g., “requires Active Directory access”)
• Compliance or data handling policies
• Service owner (who’s accountable for the service)

Types of ITIL service catalogs

In ITIL (and general ITSM practice), there’s a concept of having multiple views of the service catalog to serve different audiences. 

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Primarily, these are often broken into:

Business service catalog (Customer-facing)

This is the view of the service catalog meant for the end-users or customers of the services (whether internal or external). It uses non-technical, business-friendly language and focuses on what the service is and how to request it. 

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It typically includes the items and details that the customer needs to know (description, how to get it, SLA, etc.), but not necessarily technical details like server names or underpinning components.

Technical service catalog (internal IT services)

The technical service catalog is the view for IT and support teams. It contains all the information in the business catalog plus additional technical details that IT staff need to fulfill or support the service. 

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For instance, the technical catalog entry for “Email Service” might include details on the mail servers, storage quotas and backup schedules. It might also have links to internal support procedures or infrastructure documentation.

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In some cases, organizations also differentiate catalogs by scope or audience. For instance, you might have an IT service catalog (for IT services) separate from an HR service catalog (for HR services).

Benefits of effective service catalog management

When done right, service catalog management can deliver significant benefits to both the IT department and the broader business.

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Here are some of the key advantages of having an effective, structured service catalog:

• Improved customer experience and satisfaction: With a well-maintained service catalog, users can quickly find what they need and understand how to get it. This “shopfront” experience makes interacting with IT easier, which increases user satisfaction.
• Improved clarity and transparency: Both IT and users know exactly what services are available and what each entails. This avoids confusion and miscommunication. Users no longer have to guess if IT provides a certain service or hunt down the right person to ask. They can simply check the catalog. 
• Facilitated compliance and governance: With everything documented — what’s offered, how it’s fulfilled, who approved it — you’re ready for audits. It also helps enforce internal policies (like who can access sensitive systems).
• Streamlined service request and fulfillment processes: Standardizing services in a catalog leads to repeatable processes. IT teams can streamline request fulfillment because they know the procedure, the expected SLA, and who owns each catalog item. Automation can be applied to well-defined requests for faster turnaround times.
• Insight into service demand: Your catalog becomes a goldmine of usage data. Which services are most requested? What’s underused? You can use this to plan resources, identify bottlenecks, and even justify the budget.
• Better alignment between IT and business: Because services are defined in business terms not just technical jargon, IT can demonstrate how it supports actual business goals. That makes it easier to prioritize, budget, and report value.

8 steps to implement ITIL service catalog management

Implementing service catalog management in an organization can be a sizable project, but breaking it down into clear steps makes it more manageable. 

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Below is a step-by-step approach to creating and rolling out a service catalog:

1. Define the scope and audience

Start by clearly articulating what your service catalog will cover and why you’re creating it. Are you focusing only on IT services or including other departments? Who will be the audience (internal users, IT staff, maybe external customers)? 

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This is also the time to get buy-in on the scope. For example, you might decide, “The initial catalog will list all end-user IT services for employees.” Communicate this purpose, so everyone understands what it is for and what it will include.

2. Inventory your services

Next, compile a list of all services that fall under the scope. This often involves interviewing stakeholders and reviewing existing documentation. Engage with service owners and users to gather details about each service — description, how it’s delivered, support information, etc.

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It can be helpful to prioritize the most popular or critical services first​ so that you tackle high-impact items early. As you gather information, use a consistent template (covering the components we discussed, like description and SLA) to ensure completeness.

3. Standardize each catalog entry

With raw information in hand, design how you will organize the catalog. For every service, document the essentials:

• What it is (user-friendly description)
• Who can request it
• How to request it
• What happens after submission (SLAs, approvals, fulfillment steps)
• Cost (if any)
• Support contacts

A consistent format across services makes the catalog easier to navigate and maintain.

4. Choose the right platform

You don’t need to start with ServiceNow or a massive ITSM suite. You can launch with Jira Service Management, Freshservice, or even Superblocks if you’re building something custom. Just make sure whatever tool you use supports:

• A searchable catalog
• Workflow automation
• Role-based access (if needed) and other security features like audit logs and SSO.
• Integrations with your ticketing or approval systems

5. Build workflows behind the services

A catalog is only as useful as the process behind it. Set up workflows for request handling. Automation helps here, especially for repeatable tasks. For instance, if you have a helpdesk or ticketing system, the catalog should tie into it so that when a user requests something from the catalog, it automatically generates a ticket in the right queue.

6. Pilot it with a small group

Before you launch the service catalog to a broad audience, test it. Have a few end users go through the process of finding a service and submitting a request, then gather their feedback. Was anything confusing? Did the request route correctly and get fulfilled as expected? 

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Also, have IT staff review the catalog entries for accuracy. A few iterations here save a ton of rework later.

7. Launch and communicate

Launch the service catalog and make sure your user community knows about it. Communication is key to adoption. Announce the new service catalog via email or internal news channels, highlighting how users can access it and how it will make their lives easier. It’s also wise to provide a brief training or demo for users and IT support staff.

8. Maintain and improve continuously

Once the catalog is live, assign roles and responsibilities for its ongoing management. Then:

• Establish a process for adding new services (perhaps tie it to your change management or service introduction process) and retiring old ones.
• Gather metrics on how requests are flowing and use this information to update and improve the service catalog continuously.
• Regularly conduct reviews (say quarterly) to adjust entries, improve descriptions, and ensure SLAs and contacts are up-to-date.

Overcoming common challenges with best practices

Many organizations encounter similar challenges when rolling out a catalog or running it effectively. 

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Let’s address some of the most common challenges and discuss solutions to overcome them:

Poor user adoption

One frequent issue is that after building a service catalog, users might still not use it. They might continue to call or email IT directly out of habit, or avoid the catalog because they find it confusing. Low adoption defeats the purpose of the catalog.

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Solution: Design for usability and invest in user training. It must be intuitive and user-centric to encourage users to use the service catalog. This means a clean, easy-to-navigate portal with services described in the language of the user.

Lack of clarity in service definitions

Another challenge is when the service descriptions and offerings in the catalog are not clearly defined. If entries are too technical, vague, or missing key information, users won't understand what to choose. It can lead to incorrect submissions or frustration.

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Solution: Ensure clear, updated service descriptions. Put effort into writing concise, jargon-free descriptions for each service. If two services sound similar, differentiate them in the description or combine them if appropriate.

Difficulty in keeping the catalog up-to-date

IT environments change frequently — new services are introduced, and existing services change or are retired. A major challenge is preventing the catalog from becoming outdated or stale. An outdated catalog can be worse than none at all because it erodes trust (“The catalog says refer to Jim, but Jim left 6 months ago!”).

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Solution: Embed catalog updates into change processes and use automation. For example, whenever a new service is launched or changed significantly, part of the deployment checklist is “add to service catalog.”

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If you have integrated ITSM tools, some data can be pulled from configuration management databases (CMDBs) or monitoring tools to update availability or status info in the catalog. At the very least, automating reminders to service owners for review can help.

Complex integration with existing ITSM tools

Sometimes organizations hit roadblocks when trying to integrate a new service catalog with existing ITSM tools and processes. For example, they may be working with a legacy help desk, a standalone CMDB, and a separate approval system. Connecting them without tearing everything down is tricky. These challenges lead to duplicated effort or disconnects where requests don’t trigger the right workflows or land in the right queues.

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Solution: Choose the right platform and leverage its integration capabilities. If you’re using a dedicated ITSM solution with a built-in service catalog module, make sure it ties into your ticketing, change, and CMDB out of the box. If you’re building one yourself, use the built-in connectors your builder offers, custom APIs, or RPA to connect the systems you use. 

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Across all these challenges, one theme keeps coming up: focus on the user, both the people requesting services and the teams delivering them. That means:

• Designing for usability: Keep the catalog simple, intuitive, and easy to navigate.
  
• Keeping service descriptions clear and up to date: Review entries regularly so users know exactly what they’re requesting.
  
• Using automation and integrations: Connect the catalog to your ITSM tools and automate updates where you can.
  
• Supporting users with training: Help people understand how to use the catalog — and why it makes things easier.

5 tools for managing your ITSM service catalog

Managing a service catalog is much easier with the right software tool. Let’s compare a few popular options:

1. Superblocks
2. ServiceNow
3. Jira Service Management (Atlassian)
4. Freshservice
5. BMC Helix

With the right platform, you can improve service delivery while keeping governance and user experience in check.

1. Superblocks 

Superblocks is the leading enterprise app development platform, purpose-built for teams that want to build internal tools fast without giving up control. Its AI agent, Clark, lets you generate and edit full-stack applications using natural language, then customize everything visually or in code while maintaining enterprise-grade governance.

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While it’s not a traditional ITSM platform, Superblocks makes it easy to build a fully custom service catalog that maps exactly to your workflows, systems, and security requirements. You get speed from Clark and the visual editor, flexibility from full React code access, and peace of mind from centralized governance features like RBAC, SSO, and audit logging.

Pros 

• You can build exactly the service request interface you want using the customizable components and templates or your own React components.
• Supports using natural language prompts alongside builders and code to accelerate development.
• It supports Python, Node, and SQL in a visual workflow editor, so you can define how requests are handled, routed, or approved without needing a separate automation tool.
• It comes with built-in connectors, which makes it easier to integrate with internal systems like databases or third-party APIs. Handy for pulling in user data or triggering provisioning steps.
• Scheduled jobs and event-based triggers let you handle recurring or time-sensitive tasks, like cleaning up old requests or syncing service data overnight.
• If you're working in a high-security environment, Superblocks supports self-hosting via an on-prem agent deployment, so data doesn’t leave your network.
• It offers enterprise-grade governance with role-based access control (RBAC), single sign-on (SSO), granular permissions, and built-in audit logging, manageable from a centralized console.
• You can stream metrics, logs, and traces to observability tools like Datadog, Splunk, or New Relic.

Cons

• It does not have a pre-built catalog module. However, you can design a fully custom catalog experience that fits your exact processes, branding, and data sources, unlike off-the-shelf ITSM tools.

Pricing 

Pricing starts at $49/month per Creator (those building apps) and $15/month per End User, with a free tier available for up to 5 users. Business and Enterprise plans are priced via a custom quote.

Who it’s best for 

Superblocks is ideal for teams that have the developer resources to customize their service catalog experience, or have unique requirements that off-the-shelf ITSM tools can’t meet. 

2. ServiceNow

ServiceNow is one of the most widely used ITSM platforms on the market. It offers a full suite of ITIL-aligned tools, including a configurable service catalog.

Pros 

• Offers a service catalog module with support for multi-step request forms, complex approval workflows, SLAs, and fulfillment automation.
• Comes with a self-service portal where employees can browse and request services across IT, HR, Facilities, and more.
• You can tailor catalog items, workflows, and access rules to fit different business units or regions.
• Tightly integrated with other ITSM processes like incident, change, problem, and asset management.

Cons

• Configuration and administration can be complex. It typically requires trained admins or dedicated ServiceNow developers.
• It can be expensive, especially as you add more modules and users. Pricing is quote-based and generally geared toward mid-to-large enterprises.
• Some organizations may find the platform overkill if they just need a simple service catalog or lightweight ITSM.

Pricing 

Official pricing is not publicly published. It’s provided via quotes based on the number of users (agents and end-users) and the modules you purchase. 

Who it’s best for 

It’s a strong fit for organizations that are already invested in ITIL practices and want an all-in-one ITSM platform and have the budget to support it.

3. Jira Service Management (Atlassian)

Jira Service Management (JSM) is Atlassian’s ITSM offering. It’s built on the popular Jira platform and is known for being user-friendly and well-integrated with software development teams (DevOps/Dev teams).

Pros

• Setup is fast, and the UI is intuitive for both agents and end users. It’s especially easy if your team is already familiar with Jira.
• Includes SLA tracking, reporting, and queue management right out of the box.
• Supports automation rules (no-code or low-code) for routing requests, handling approvals, setting SLAs, and sending notifications.
  
  

Cons

• The setup can feel overwhelming if you’re not already using other Jira products.
• The JSM portal supports theming, but extensive customization is limited. You have limited control over how forms behave, what’s shown to whom, or how interactive the experience is.

Pricing 

Atlassian offers JSM on a Free plan for up to 3 agents, which is great for small teams to get started. The Standard plan costs about $19.04 per agent per month, and the Premium plan around $47.82 per agent per month (if billed monthly). There’s an Enterprise tier, which is custom-priced.

Who it’s best for 

If your organization already uses Jira Software or other Atlassian tools, JSM integrates well and makes it easier for IT operations and development teams to work together.

4. Freshservice

Freshservice is a cloud-based ITSM tool by Freshworks, known for its modern interface and quick setup. It comes with built-in support for service catalog management, making it a good option for mid-sized IT teams that want structure without the overhead of a massive enterprise suite.

Pros 

• Includes a clean, user-friendly self-service portal where users can browse categorized services and submit structured requests.
• It comes with drag-and-drop workflow automation for approvals, escalations, and ticket handling, which is great for standardizing how services are fulfilled.
• Offers service request templates and canned catalog items out of the box to speed up setup.
• AI features (“Freddy”) available as an add-on can suggest solutions or auto-route tickets based on request data.

Cons

• The service catalog is relatively flat. There is no advanced grouping or dependency mapping like you’d find in more complex platforms.
• Custom branding and advanced workflows are limited to Pro and Enterprise plans.

Pricing 

Freshservice pricing starts at $19/agent/month for basic ticketing. The service catalog is available in the Growth plan for $49/agent/month, which also includes approval workflows. The Pro plan, at $95/agent/month, adds problem, change, and asset management.

Who it’s best for 

A great fit for mid-market IT teams that want a structured service catalog and automation without needing to manage a highly complex platform

5. BMC Helix

BMC Helix is the cloud-native evolution of BMC’s long-standing Remedy platform. It’s a full-featured, enterprise-grade ITSM suite with strong automation, workflow orchestration, and service catalog capabilities. 

Pros 

• Includes a service catalog module with support for bundled services, approvals, task flows, and user role-based visibility.
• The Digital Workplace interface allows employees to browse services across IT, HR, Facilities, and more from a unified portal.
• Tight integration with BMC’s CMDB, discovery tools, and change management ensures data consistency and traceability.
• Offers flexible deployment options as it's available as SaaS, on-premises, or hybrid. Ideal for organizations with strict hosting or compliance requirements.
  
  

Cons

• Configuration and customization can be complex. It typically requires trained BMC admins or consultants.
• Pricing is quote-based and often enterprise-level, making it less accessible for smaller IT teams.

Pricing 

Like ServiceNow, BMC Helix’s pricing is not published publicly and is provided via quotes. BMC typically charges based on the number of concurrent users or named users for the ITSM modules, with different licensing tiers for different functionality.

Who it’s best for 

It is best for large enterprises, public sector organizations, or regulated industries that need a highly configurable ITSM platform. It is also a solid ServiceNow alternative for teams that want similar capabilities but more hosting flexibility.

Service catalog management examples 

To make the concepts more concrete, let’s look at a few example scenarios of service catalog implementations:

Enterprise IT service catalog (Large organization)

Context: A financial institution with 15,000+ employees across multiple continents, operating under strict regulatory oversight.

Catalog approach:

• Tool: Superblocks (custom-built service catalog)
• Structure: The internal IT team developed a centralized portal. Services are grouped by function (e.g., IT, HR, Compliance) and filtered by user role and region to reduce clutter and confusion.
• Workflow: Bundled catalog items (like onboarding) trigger automated provisioning across multiple teams — accounts, hardware, permissions, etc.
• Integration: The catalog pulls data directory from internal databases and APIs (Active Directory, HRIS, asset management, etc.)
• Governance: Each catalog item has a defined owner, SLA, and review cadence tied into the organization’s compliance framework.

Result: Standardized service delivery across departments and geographies, with audit trails and analytics that support performance reviews and risk reporting.

Mid-market SaaS company with 300 employees

Context: A growing tech company with a lean IT team and a fast-moving internal environment.

Catalog approach:

• Tool: Jira Service Management
• Structure: A single catalog with 15–20 clearly defined request types: hardware, app access, software installs, and “new hire setup.”
• Workflow: Each request is tied to a Jira workflow. Simple approval steps (e.g., manager sign-off) and automation rules handle routing and notifications.
• Extras: Knowledge base articles are linked directly from catalog items to deflect tickets when possible.

Result: IT cuts down ad-hoc requests through Slack and email, improves ticket routing, and uses reports to track SLA trends and support volume.

Public sector municipal IT department

Context: A city government’s central IT team supports both internal staff and external agencies.

Catalog approach:

• Tool: BMC Helix (on-prem deployment)
• Structure: Business-facing catalog available through the city’s intranet, with limited external-facing catalog items for agency partners (e.g., data access requests).
• Workflow: Requests route through formalized approval chains based on department, request type, and compliance rules.
• Policy integration: Services include linked documentation for legal, data retention, and acceptable use policies.

Result: Easier tracking and transparency for interdepartmental requests, better compliance with public sector standards, and a clearer path for external collaborators to interact with IT.

Frequently Asked Questions

What’s the difference between a service catalog and a service portfolio?

The service catalog lists current, requestable services. The service portfolio includes everything, including current, future (pipeline), and retired services.

Why is a service catalog important for ITSM?

It standardizes how services are requested and delivered, improves visibility, and helps IT align better with business needs.

How often should you update a service catalog?

Ideally, quarterly, or whenever services change, new ones are added, old ones are retired, or SLAs are updated.

How do service catalogs improve customer experience?

They make it easier for users to find what they need and what to expect from support.

What’s the best tool for service catalog management?

For those seeking a comprehensive ITSM suite, ServiceNow offers extensive features, provided it aligns with your budget. If you’d rather build a custom service catalog that fits your exact workflows, Superblocks gives you the tools to do that quickly. However, it really comes down to what you’re looking for.

Build the catalog you need with Superblocks

Superblocks is built for teams that need more flexibility than traditional ITSM platforms can offer. If you're working with unique workflows, need integrations with internal systems, or want to have a service catalog that feels like a natural extension of your tools, Superblocks gives you the freedom to build exactly that. 

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That flexibility comes from a multimodal development experience that combines AI, visual building, and full-code customization — all within a platform built for enterprise standards:

• Visual + AI + Code: Use the visual editor, accelerate with AI, or drop into code whenever you need to.
• Full code extensibility: Write in JavaScript, SQL, and Python to customize backend logic and automations.
• Exportable code: Own your applications fully. Superblocks lets you export all your apps as standard React apps so you can host and maintain them independently.
• Hybrid deployment: Use the Superblocks On-Prem Agent (OPA) in your VPC to keep data and executions in-network, while managing everything else through Superblocks Cloud. 
• Integrations with systems you rely on: Provides 60+ native integrations for databases, AI tools, cloud storage, and SaaS apps. Connect to your data sources where they are. No need to migrate data into Superblocks.
• Built-in integrations with popular AI models: Integrate with AI models like OpenAI, Anthropic, and more to create AI-powered workflows and apps.
• Supports DevOps tooling: Supports Git-based workflows and integration with CI/CD tools like GitHub Actions, CircleCI, and Jenkins so that you can deploy updates just like any other codebase.
• Enterprise-grade security: Supports granular RBAC, SSO, and comes with built-in audit logs for app security.

In short, if you need full control over your service catalog, without sacrificing speed or governance, take a look at our Quickstart guide, or better yet, try Superblocks for free.