Many modern small business owners have experienced a cold call from a developer pushing them to get a mobile app. There are many upsides to having a mobile app, from improving brand elements to simplifying transactions for customers. However, contrary to popular belief, getting a business app isn’t right for everyone.
Here’s how to determine if your business needs a mobile app or if it is an idea best saved for another time.
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Will It Solve a Customer Pain Point?
The primary consideration when determining whether or not your business needs a mobile app are the needs of your target customer. In other words, would having an app make things easier for your customer experience?
For example, if you’re running a gym with classes or time slot scheduling, having an app will simplify the scheduling process for your customers. Rather than calling to reserve a spot or showing up and hoping to get a spot (especially with current pandemic capacity restrictions in place), your customer can secure their space with the click of a button. In this situation, it makes sense to vet some web development companies to create an app for your business.
Conversely, if you have a small grocery store with no online shopping, an app doesn’t really make sense. The main question to consider is if the app is something the majority of your customers would readily use. If the answer is no, then your precious time and money are better spent elsewhere.
Is Your Site Mobile Optimized?
Before you evaluate the necessity of an app, you should determine whether your website is optimized for mobile use. There are more than three billion mobile phone users worldwide. In many cases, there’s no need for an app when a highly functional mobile-optimized website is in place.
If in doubt, work with a web development company to optimize your website for mobile functionality. Mobile website optimization should be a top priority in the modern world.
Are There Existing Applications for Your Needs?
Before you have a custom app designed for your business, determine whether there are any existing SaaS platforms that can be customized for your needs. Using the gym example above, platforms such as MindBody Online, RhinoFit, and Trainerize can create customized apps for your business.
There are benefits and downsides to taking this approach. If you use an existing platform, it might not mesh with your current digital system. In that case, you can work with a developer to create a custom API to bridge the gap.
What’s the Competitive Landscape?
Another important consideration when evaluating the value of a mobile app for your business is the competitive landscape. In other words, conduct an analysis of what your competition is doing. If they’re using an app, it’s worth taking a deeper dive into this technology. Keep in mind that having an app isn’t enough — you need to determine if their customers are actually using it.
It’s worth noting that if your competition doesn’t have an app, this could give your business a competitive edge. It’s worth doing a full analysis of this opportunity to determine whether an app is right for you in comparison to your competitors.
Is App Management Sustainable?
Another critical consideration is whether or not managing an app is sustainable for your business. Creating and sustaining an app can be costly. You’ll need a skilled developer in place to ensure everything is running smoothly. In essence, you’ll need to run a long-term cost-benefit analysis to determine whether this option is feasible.
There’s no single answer to whether your company should have a mobile app. Take some time to understand the risks, potential benefits, and the various options available to you before you choose to invest in this technology for your business.
