What should you do if your ideas do not fit within the framework of standard websites?

When business logic becomes too complex for a regular website and ideas require their own ecosystem, it's time to think about a web platform. Let's figure out what it is, when it's needed, and how not to spend millions on creating a monster.

Website vs Platform: what is the fundamental difference?

A typical website is a showcase

A classic website solves simple tasks:

• Tell about the company and its services
• Collect applications via forms
• Show the product catalogue
• Provide basic functionality (search, filters, shopping cart)

Architecture: Linear page structure with a limited set of actions. The user consumes content but does not create it.

Example: A restaurant website with a menu, photo gallery, and table reservation form.

A web platform is an ecosystem.

The platform creates an environment for interactions:

• Multiple user roles with different permissions
• Complex business processes and workflows
• Generation and processing of user content
• Integration with external systems
• Real-time analytics and reporting

Architecture: A modular system with dynamic content, complex logic, and multiple entry points.

Example: Airbnb — a platform where landlords post listings, guests book accommodation, payments are made, correspondence takes place, and a review system operates.

Signs that you need a platform rather than a website

Indicators of platform necessity

Multiple user roles:

• You have administrators, managers, customers, partners
• Each role has its own set of functions and level of access
• Users interact with each other through the system

Complex business processes:

• Multistage workflow (application → processing → approval → execution)
• Automation of routine operations
• Integration with CRM, ERP, accounting systems

Dynamic content:

• Users create and edit content
• Data is updated in real time
• Personalise content for different users

Analytics and reporting:

• Collecting metrics on business processes
• Producing reports for decision making
• Real-time KPI dashboards

When a website is sufficient

• Purpose is to inform and engage customers
• Limited set of actions (view, order, feedback)
• Static or infrequently updated content
• One type of user with basic needs

Types of web platforms: choosing the right model

B2B platform: business for business

Essence: A platform that connects companies with each other or provides businesses with tools for work.

Key features:

• Complex system of roles and access rights
• Integration with enterprise systems
• High data security requirements
• Analytics and reporting for business decisions
• Long sales and decision-making cycle

Example: Alibaba.com

• What it does:Connects manufacturers and wholesalers worldwide
• Functionality: Product catalogue, RFQ system, negotiations, order processing, logistics
• Business model: Subscription for suppliers + transaction fees
• Complexity:Support for 40+ languages, integration with logistics systems, currency transactions

SaaS service: software as a service

Essence: Software available via a web interface on a subscription basis.

Key features:

• Multitenant architecture (one code - many clients)
• Subscription model with different pricing plans
• Automatic updates without user involvement
• API for integration with other systems
• Scalability for growing workloads

Example: amoCRM

• Challenge: CRM for small and medium business
• Features: Easy setup, integration with services (Telephony, Email, messengers)
• Tariffs: Various tariff plans
• Features: Ready integrations with popular services

Stages of platform creation: from idea to launch

Stage 1: Discovery and analytics (from 1 month)

In-depth study of the business:

• Interviews with key stakeholders
• Analysis of existing business processes
• Customer Journey Map
• Defining MVP and development roadmap

Technical expertise:

• Analysis of integrations with existing systems
• Assessment of performance requirements
• Selection of technology stack
• Architectural planning

Stage result: Detailed technical specifications with user scenarios and technical requirements.

Stage 2: Design and prototyping (from 2 months)

UX design:

• Wireframes of key user scenarios
• Interactive prototypes of key functionality
• Testing prototypes on target audience
• Iterations and refinements based on feedback

UI design:

• Creation of the design system
• Design of all interfaces
• Adaptation for different devices

Stage result: A complete set of design layouts and interactive prototypes.

Stage 3: MVP development (from 4 months)

Backend development:

• Infrastructure setup and DevOps
• Design of APIs and business logic
• Integration with external systems
• Authentication and authorisation system

Frontend development:

• Interface layout
• Integration with APIs
• Realisation of custom scripts
• Testing and debugging

Stage result: Working MVP with basic functionality.

Stage 4: Testing and launch (from 1 month)

Technical testing:

• Functional testing of all features
• Stress testing
• Security testing
• Cross-platform testing

User testing:

• Alpha testing with internal users
• Beta testing with a limited group of customers
• Collecting feedback and refinements
• Preparing for production launch

Web platform architecture: the technical side

Key principles of architecture

Scalability: The platform must be able to withstand increased load without rewriting code. Horizontal scaling is preferable to vertical scaling.

Fault tolerance: The failure of one component should not break the entire system. Redundancy of critical nodes is mandatory.

Security: Multi-level data protection, especially for B2B platforms that handle commercial information.

Integration: An API-first approach for easy integration with external customer systems.

Budget planning: how much will the platform cost

Factors affecting cost

Functionality complexity (40-50% of the budget):

• Number of user roles
• Complexity of business logic
• Number of integrations with external systems
• Performance requirements

Design and UX (15-20% of the budget):

• Number of unique interfaces
• Difficulty of user scenarios
• Adaptability requirements
• Need for mobile apps

Infrastructure and DevOps (20-25% of the budget):

• Scalability requirements
• Fault tolerance level
• Geographic distribution
• Security requirements

Testing and QA (10-15% of the budget):

• Functional Testing
• Stress Testing
• Security Testing
• User Testing

Approximate gradation by budget