The article presents the results of a comparative study of business models of Russian companies that are part of the National Technology Initiative (NTI) ecosystem. The business models are categorized according to the criteria for the presence of platform elements and the preferential export or import-substituting orientation. The comparison allows us to identify specific features of these companies' activities and highlight existing contradictions in their business models. Based on the identification of contradictions, both directions for further in-depth research of individual elements of business models of companies in the NTI ecosystem and a number of practical recommendations are proposed.