Software product line engineering optimizes the development of individual systems by leveraging their common characteristics and managing their differences in a systematic way. These differences are called variabilities. We argue that it is difficult for business people to fully benefit of the SPL if it remains at the software level. The paper proposes a move towards a description of software product line in intentional terms, i.e. intentions and strategies to achieve business goals. We present ISPL, the model to describe intentional Software Product Line. Thereafter, we propose our process to show how to use this model.