Ukrainian internet entrepreneur Alexey Mas has left his position as head of the innovation laboratory at Kyivstar to launch a new project called «Craft Social Networks». The initiative aims to provide companies and communities with the ability to create their own custom-built social networks, moving away from dependence on large centralized platforms.
Mas, who left Kyivstar on July 31, 2019, describes the project as a return to a distributed internet in the form of social networks. He argues that existing major platforms have become too centralized, leaving businesses and communities with limited control over their own communication tools, audience engagement, and data. «Craft Social Networks» is designed to fill a gap between Facebook and Telegram, offering a middle ground where organizations can build tailored online communities without being subject to the rules and algorithms of large platforms.
The project envisions creating individual social networks adapted to specific audiences, topics, and use cases. Unlike Facebook groups, which are governed by the platform's policies and algorithms, or Telegram channels and chats, which lack complex community structures and gamification features, «Craft Social Networks» will allow clients to design their own engagement mechanisms. Mas believes this will help companies not only broadcast information but also foster sustainable interaction within their communities.
At the initial stage, the project team plans to gather technical requirements, form a team, attract investors, and develop several prototypes. From these, a main product version will be selected. The roadmap also includes launching a mobile web version and developing applications for Android and iOS. The project is currently seeking early customers to test the model in practice, and Mas reports that several potential clients have already expressed interest.
The financial model for «Craft Social Networks» involves attracting a title investor and a syndicate of small investors. Syndicate members will be able to invest relatively small amounts and receive a stake proportional to their contribution. Mas hopes this approach will not only raise capital but also build a community of people interested in the development of a new model for social networks.
Alexey Mas is a well-known figure in the Ukrainian internet industry. He has been involved in the development of several online projects, including,, and «Дерево друзей» (Tree of Friends), and was a co-founder of the iForum conference. For the past three years, he worked at Kyivstar on innovative directions. He views «Craft Social Networks» as an independent business with global potential, aiming to create a tool that allows companies and communities to launch their own social networks without being fully dependent on centralized platforms.
The project comes at a time when concerns about data privacy, algorithmic control, and platform monopolies are growing worldwide. By offering a decentralized alternative, Mas hopes to empower organizations to build their own digital ecosystems. The success of the project will depend on its ability to attract both investors and early adopters willing to test the concept in real-world scenarios.