Variability has proved to be a central concept in different engineering domains, manufacturing, software development etc. in order to develop solutions that can be easily adapted to different organizational settings and different sets of customer at a low price. Teleological processes have, by nature, a high level of variability. Our position is that the integration of "context-awareness" in that kind of processes increases their intrinsic variability with specific criteria. We propose an indicator typology with an usage process and illustrate it with the MAP intentional process model.