HMRC's test is technical. The work must seek an advance in science or technology. Building a well-made product on established frameworks does not meet the test, however hard the work was and however new the business idea.
Work that usually qualifies includes algorithms with no published solution, making a system perform at a scale where the standard architecture fails, integrations that needed experiment, failure and redesign, and machine learning work where it was unknown at the outset whether the approach would work.
Work that usually does not qualify includes standard web and mobile applications, interface design, configuring off-the-shelf software, connections to other software that worked as documented, data migration, and testing that took effort but involved no technical uncertainty.
Two things then affect the size of the claim. Cloud computing and data licence costs qualify, which matters to a company whose infrastructure bill is one of its largest costs. And the PAYE cap limits the payable credit to £20,000 plus 300% of your PAYE and National Insurance bill, which reduces claims for teams whose engineers invoice through their own companies instead of being on the payroll. How you hire sets the cap long before the claim, so model it before you decide.