Modeling network effects in platform business models

The article analyzes network effects in platform business models, such as service aggregators and marketplaces. It examines the theoretical foundations and mathematical models of network effects, including Metcalfe’s law and the logistic growth curve. Using a hypothetical case of a food delivery aggregator in a city with a population of 1 000 000 people, it is shown that achieving a critical mass of users (10–15% of the target audience) and partners (5–10% of restaurants) is a key condition for launching the network effect. The paper also discusses marketing implications: reducing customer acquisition costs (CAC), increasing customer lifetime value (LTV), and the need for dynamic pricing strategies. The conclusion highlights the strategic importance of network effects not only for the success of individual platforms but also for strengthening the national economy and its geopolitical influence.

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