# Build inside an existing platform ecosystem, not standalone

- Category: distribution
- Author: Cristian (https://indie.md/people/cristian-antohe/)
- Source: https://indie.md/journeys/cristian-cozmoslabs/
- Canonical URL: https://indie.md/advice/build-on-an-existing-platform-ecosystem/

Cozmoslabs builds plugins on top of WordPress rather than launching standalone software, and that decision is itself a distribution strategy. The platform already carries the users, the install base, and the demand, so a plugin meets people inside a tool they have already chosen instead of asking them to adopt something new. Cristian's products solve specific problems for an audience that is already present, which removes the hardest part of distribution. When a large ecosystem already holds your buyers, building inside it can beat building beside it.