Two steps:
- Wordpress.org for your initial, easy to perform, low-customization, micro-business implementation. Relatively short time to launch, not a lot of effort that goes into it. And it has a huge community of user creating plugins and supporting it. It's Mobile-Ready of course (Responsive Web Design)
- Ruby on Rails (web framework) for the expansion stage of your business when you know what you want and have several customization requirements. It enables fast prototyping so you don't have to wait for results and also has a large community of developers creating extensions. We use Bootstrap (CSS Framework) to make it Mobile-Ready. Sometimes we create Facebook-like interfaces with React (JavaScript library) which is a library created and used by Facebook (company).

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