You can create variables within an order guide.

To create or edit order guide variables, open an order guide, then select an entry from the Variables related list.

Service catalog variables within order guides define the questions and potential answers presented to the customer while ordering. This information is used by order guide rules. Variables can also be cascaded, which passes the variable values along to individual ordered items.

Pricing is not supported for an order guide variable, even when you define the pricing for the variable though a variable set, and associate the variable set to the order guide.