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Information Technology Infrastructure Library (ITIL) has become the best and most adopted practice framework to implement IT Service Management (ITSM) within organizations. Service Catalog is a fundamental basis in ITIL adoption because it is the source of information about services. However, organizations often fail in service identification activity, compromising the creation of the service catalog. Moreover, ITIL states how to develop a service catalog nor offers a standard one. In this paper, we propose an IT Service Reference Catalog (ITSRC) as a basis to start creating a Service Catalog or as a reference to adapt. We evaluated the proposal in real-world settings using Design Science Research methodology, and positive results were achieved.