Choosing online tools
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Buy vs Build
Most organizations (including large ones) should not build their own online tools. Good product development is an art, and most companies (including those in the business of building products) are not good at it. You are much better off using off-the-shelf tools and building strong processes around them. Thanks to the cloud, many of these tools are cheap or even free.
That said, there are examples of groups having success around tools that they've built:
High-performance groups are good at coevolving their tools, so the tools that you do choose should be customizable.
Other things to consider: