1. An article comprising a non-transitory machine-readable medium embodying instructions that when performed by one or more machines result in operations comprising: instantiating a first business object, the business object being derived from a projection of a business object template, the business object template comprising a plurality of hierarchically arranged entities and characterizing services associated with the entities, the business object comprising a subset of the plurality of hierarchically arranged entities; and instantiating a second business object while the first business object is instantiated, the second business object being derived from a second projection of the business object template, the second business object comprising a second subset of the plurality of hierarchically arranged entities, the second subset being different than the first subset.