I have chosen an imaginary example to illustrate the different stakeholder categories. At Home sells a selection of consumer products, currently listed in a paper catalogue, which are now to be listed on a website as well. Front-line staff take telephone orders for products, which are dispatched by mail to the customers. For simplicity, I will ignore the way in which products are selected for the catalogue and purchased to fulfil current and future orders.

Historically, there has been a high turnover of front-line staff: this is one of the reasons for developing the website. A small team of trainers recruits and trains the front-line staff. There is a customer support department that looks after complaints and returns. For historical reasons, this is located in the organisation alongside the trainers in the implementation team. The logistics department is concerned with moving the various products around the country.