apt - What layout/files should debian repository have?

I'm java developer. My goal is to wrap my objects into deb files / upload them to a private repository and install them from this repository.

So my questions are:

1. Is Debian repository just an HTTP file storage that fulfill some specific rules?


2. What are the rules & the structure which are used to store packages?


3. Is it enough to add deb http://my-repository.com stable non-free
   
   to /etc/apt/sources.list to use this repository?