Your strategy needs to take into account the impact of dramatic growth and plan for that growth through platform scalability and integration. Scalability will enable you to quickly ramp up your infrastructure in a fashion that is transparent to the website. It's just about impossible to change your tires at 90 miles per hour. It's nearly as hard to reengineer an existing high-demand Internet platform without disrupting service. Plan for growth, plan for scalability, plan for integration.
Strategy is everything.