Import Substitution Without Illusions

Import substitution of complex enterprise products is often considered a task of “replicating functionality”. In practice, this is an illusion. 

In this talk, I will share real-world experience of full product replacement in the MarTech domain — from initial business expectations to a production-ready in-house product. The talk focuses on product development decisions, necessary compromises, and lessons learned, for which the team paid with time and money. Special attention is given to the key product and domain challenges, their impact on delivery, and the decisions that made it possible to evolve the solution from an idea into a stable product in production. 

The talk will be useful for product managers, as well as systems and business analysts involved in product development, import substitution, and complex domain-driven products, where the cost of architectural and analytical decisions is especially high.