A platform identifies and matches software application programs for a business user based on his/her context such as industry, location, size, etc. by providing nuanced and personalized guidance for the business user to define the business problem and the capabilities needed to solve the problem. The platform permits use of custom dimensions to map software application programs to a business user's needs, fitment etc. to help him/her find a software program that matched to the business user's needs. The platform further harvest insights from a broad spectrum of inputs, such as thought leaders, to help a business user get insight on which software program best suits him/her. The platform provides a social platform for business users to collaborate and find the best software program for their needs.