Martin Garcia Krebs
Building SaaS Products & Custom Platforms
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Martin is ready for their next project!
Vitti Urban Shoes is a women’s footwear business I co-founded with my wife, initially in Argentina and later with a focus on the European market.
Alongside the broader work of building and operating the business, I was responsible for its technology and digital infrastructure.
Vitti became an important real-world environment for the first generation of the Webmentat Framework, pushing it beyond general web applications into ecommerce, product catalogs, customers, orders, content, administration and everyday business operations.
The project taught me something that has influenced my software work ever since: technology decisions cannot be separated from the business using them.
Software affects sales, customer experience, logistics, marketing, operations and ultimately the economics of the company.
That experience helped shape the way I approach SaaS and custom platforms today: understand the business first, then design the technology around the real workflows and constraints behind it.
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76 Strings is a vertical SaaS platform I designed and built for professional racket stringers and their customers.
The idea came from long conversations with a stringer friend around the courts of a tennis academy, talking through how stringing businesses actually work, where manual processes create friction and which problems were worth solving properly with software.
I deliberately chose 76 Strings as one of the first substantial products to develop alongside the modern Webmentat Framework.
It was a particularly useful product for that stage because it combines many real SaaS challenges inside one focused domain: multitenancy, customer workflows, subscriptions, payments, connected business accounts, logistics, locations, equipment data, QR-linked physical items, dashboards, multilingual support and AI-assisted capabilities.
The product helps stringers manage their customers, racket servicing, equipment history, pickup and delivery, payments and the connection between physical rackets and their digital records.
Developing 76 Strings and the Framework together created an important feedback loop.
Real product requirements exposed architectural needs. I solved them first in context, then evaluated which parts were genuinely reusable and belonged back in the Framework.
That allowed the product to remain highly specialized while strengthening reusable systems underneath it.
For me, 76 Strings is both a standalone vertical SaaS product and a practical proving ground for the broader Webmentat approach: use a mature reusable foundation, then spend the new engineering effort on the workflows and business model that actually make the product different.
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Webmentat Framework is the modern reusable SaaS foundation behind Webmentat products and selected custom platforms.
I rebuilt it from the lessons of the original Framework, this time around modern JavaScript, React, React Router, Node.js, MongoDB and Redis, with a modular monorepo architecture covering application services, schemas, reusable components, integrations, framework behavior, runtime composition and operational tooling.
The goal is simple: solve the recurring machinery of serious SaaS products once, so each new project can focus on the workflows, data, rules and user experience that actually make it different.
The Framework currently includes:
• Full multitenant architecture and tenant isolation
• Authentication, roles and access control
• Tenant provisioning and lifecycle management
• Plans, feature restrictions and usage rules
• Subscriptions, billing and Stripe Connect
• Schema-driven data and reusable CRUD foundations
• Business workflows and state-machine patterns
• Dashboards and analytics
• Content management, blogs and SEO
• Media management
• Multilingual applications and AI-assisted translation
• AI-assisted content generation and Brand Voice
• AI Story and homepage creation
• Feedback loops and product discovery systems
• Platform affiliate infrastructure
• Legal, consent and privacy foundations designed with EU compliance in mind
• Automated backups and individual
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The first generation of the Webmentat Framework was a reusable multitenant web application platform I developed during the PHP/LAMP era.
It grew from years of building high-traffic and data-heavy applications, where database performance, caching, server efficiency and resource optimization were constant concerns.
The Framework was designed around full multitenancy and strong tenant isolation from the beginning, together with reusable administration, application behavior, data patterns and client/server interaction.
As my work with Vitti Urban Shoes evolved, it also became increasingly capable as an ecommerce and business application foundation.
The platform later moved onto AWS during the early stages of cloud adoption, expanding the architecture beyond the application itself into infrastructure and deployment.
Eventually I decided to leave the implementation behind because the underlying technology generation had become the limiting factor.
The codebase was discontinued, but its core ideas survived: multitenancy, isolation, modularity, reuse, resource awareness and the separation between reusable platform capabilities and product-specific logic.
Those lessons became the foundation for the modern Webmentat Framework.
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