In the connection economy, there's a dividing line between two kinds of projects: those that exist to create connections, and those that don't.
The internet is a connection machine. Virtually every single popular web project (eBay, Facebook, chat, email, forums, etc.) exists to create connections between humans that were difficult or impossible to do before the web.
When you tell us about your business or non-profit or public works project, tell us first how it's going to help us connect. The rest will take care of itself.