World development of business process management today tends to process execution directly from the models, as a set of activated services. In the world there are two trends for the automatic execution of processes. First one is technology direction based on software technology and the use of process server and Business Process Execution Language (BPEL) [4]. Second direction is based on artificial intelligence and Model-Based Reasoning (MBR) mechanism [2]. In this paper we were focused on the second approach defined above. Essential factors influencing efficient and effective management of service providing to the users are worked out. Model and service driven knowledge-based architecture, including innovation management and knowledge management integrated with business process management is shaped. Through the experiment conducted at SRMA™ software platform using model-based reasoning and concrete methodology, executability of the software development process for service providing has been proven.