Introduction: In organizations with software systems in production, new and often unexpected requirements for development come up due to strategic, tactical, and operational customer needs. In this context, it is a strategic advantage for software suppliers to be able to provide software services that meet these demands faster and with less overhead than negotiating traditional value-neutral project-oriented software deliveries. Case description: This article reports on the industrial experience of restructuring the supplier-side software development process into a value-based service-oriented format, guided by a service reference model. A service level agreement (SLA) was established between supplier and customer reflecting the business needs and values. The report describes the contractual aspects and internal managerial controls employed to facilitate the compliance of the provided services with the SLA, including the integrated use of a managerial spreadsheet, an issue-tracking system, and a Kanban chart.