What is the technology called on websites where you can customize things - like building your own nike shoes?

i'm writing a business plan about a web-based business and i'd like people to have the ability to customize things on the site. i'm also looking for a company or person to consult in building this type of website.

There's not really one technology that does this, rather there are several sets of technologies that can be utilized to build an application that accomplishes this. Really what you want to do can be done with nothing more than basic web technologies like HTML, any server-side language (PHP, ASP, Java) and a database (MySQL, MS SQL...). Though it sounds like you wanting to enhance the user experience a little and make this more of a "Web 2.0" style app.

The to most likely technologies for this are Flex (Flash) or AJAX. Each has its advantages and disadvantages. Without fully understanding you specs (what exactly it does, target audience, server technologies available, budget...) it would be difficult to make a recommendation either way. Though for probably 90% of applications either will accomplish the task equally well and thus it might come down to your developers preference.

Also, I don't know how deep you are in the business plan but if this is meant as a top level plan, I'd recommend staying away from specifying any technologies directly. Detail *what* you want it to do. That will then drive *how* it should be done.

Java. It's Costly. Both development of the site and hosting. I write Java codes for a living.

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