SMEs: Should You Build An App For Your Business?

“The secret of change is to focus all of your energy, not on fighting the old, but on building the new” (Socrates)

Applications (apps) have been topical since the rise of the smartphone. For many small and medium sized businesses the cost of developing an app has been prohibitive but this is changing rapidly.

What’s the big deal?

Apps have the following benefits –

They are a direct channel to your customers. If customers use your app, they are less likely to use Google when needing your product or service – they will just click on your app on their mobile phone.
There is plenty of value added to both parties. The customer has the convenience of using the app and can, for example, get better pricing as a loyal customer or easily find accessible information on your services and products. From your point of view you have a “locked in” sale.
It’s a good way of building your brand and gaining brand recognition. The more a customer becomes aware of your brand, the more likely that customer will try your product or service.
A cardinal rule of marketing is getting to know your customers. An app is an effective way of engaging with them.

Apps aren’t for everyone

Before you rush into developing your own dedicated app, make sure that it will actually add value to both your clients (they won’t download it unless the benefit to them is clear) and to your business. Not all businesses will benefit – talk it through with your accountant before incurring any major cost.

How to get your own

The cost of using an agency to build an app has dropped. This is a function of rising volumes – as their frequency increases, so the price falls. Even more significant is advancing technology which allows you to build your own app.

If you develop your own app, remember the importance of planning and designing the app. Customers want easy-to-use, minimum “keyboarding” and accessible apps.