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Here in your scenario, what kind of operations these 10000 users are doing is really important. If it's just the server level scaling then a simple Nginx to Backend Application Server(m: n) where Nginx will serve static files as well as reroute to the backend server and all user sessions should be outside the server i.e. making it non-sticky. Now if all these requests go to the DB then its a bottleneck and hence you need to cluster it accordingly and even in the database if it's a DML then you need to have db level locks as multiple users can come from different instances. Nonetheless, all these needs to be stress tested using Apache Jmeter.
These are few pointers that I keep in mind. You need to mention what scenarios are you targeting specifically so that the answers are more finegrained.
- Design for horizontal scale.
- Make things simple - no distributed transaction, not a lot of inter-services communication etc.
- Offload things to a cloud provider of choice as much as possible - RDS for databases etc.
- Measure everything, include the cost of operations
But first, do you have 10k users right now? If not, then first make the product work and find your product-market fit. Then worry about scale.