Entrepreneurs should weigh pros and cons
before investing in an app for their small business.
WASHINGTON, July 23,
2024 /PRNewswire/ -- As a forward-thinking
entrepreneur, you might be tempted to invest time and money
developing an app for your small business. You might have even been
approached by marketing companies claiming that having an app for
your business is critical to increase sales and/or customer
engagement. Before you start designing your company's mobile
app, SCORE – mentors to America's small businesses –
encourages you to first consider a few important questions.
Do you need it?
Think about what an app can do –
accept payments, complete registrations, enhance engagement, allow
for a bit of fun. Which of those functions, if any, would benefit
your business?
Can the same be accomplished with a mobile-friendly website? If
the functions you'd like an app to serve are fairly
straightforward, a mobile site might be all you need to encourage
customers to complete tasks on their devices. A mobile-friendly
format might even drive potential customers to learn more about you
on their phones, rather than bookmarking your site to check out
later on their laptops.
An app can make the hard work you put into your web design and
functionality redundant. And if there's no clear function that
makes an app different and better from your mobile site, it's
probably not necessary.
Do your customers need it?
How many apps do you have
on your phone for the individual businesses you visit? How many of
them did you download, use once and forget about? Your customers
need a clear reason to use your app, either for enhanced
convenience or to unlock special features.
For instance, if you have a dog grooming studio, massage therapy
practice or hair salon, an app may help clients schedule
appointments quickly and easily. An app can also make it easy for
customers to track a rewards program or special offers.
Can you afford it?
If you're contracting out the
development and design of an app, you can expect to spend anywhere
from $5,000 (for a bare-bones app
that doesn't offer much functionality) to $500,000 (for a fully-featured app with a
beautiful design, unique and compelling content and flawless
functionality). App development can easily approach the
$100,000 range, depending on
complexity. Bells and whistles are expensive!
If you're tech-savvy and plan to develop an app in-house, you'll
have to consider the time your employees will spend on such a
project. It's not just about the hours they get paid to work on the
project — it's also about the time they spend away from other
work.
"The mobile app development industry is highly dynamic and
competitive, thereby necessitating not only unique concepts but
also excellent quality," advises SCORE mentor Adam Torkildson. "As mobile usage grows, it is
critical that your mobile app works smoothly across all devices and
platforms."
Once your app has launched, it's going to need care. You'll need
to publish updates and squash bugs. Who will take care of those
tasks? An outside developer may require a retainer agreement to
maintain your app. Meanwhile, your in-house team may need to work
quickly to react to tech developments that require adapting your
product.
If you want to discuss the best mobile options for your
business, contact a SCORE mentor. They'll be happy to help review
your options and guide you toward technology investments that will
help your business grow.
SCORE client Manasse Shingiro,
owner of Casco Bay Cleaning Services in Portland, Maine, explains the benefit of
working with a mentor: "Going through growing pains as a business,
you have to have someone in your corner helping you navigate."
Interested in sharing your technological expertise with other
entrepreneurs? Learn more about becoming a SCORE mentor on SCORE's
website.
About SCORE:
Since 1964, SCORE has helped more than 17
million entrepreneurs start, grow or successfully exit a business.
SCORE's 10,000 volunteers provide free, expert mentoring, resources
and education in all 50 U.S. states and territories. Visit SCORE at
www.score.org.
Funded [in part] through a Cooperative Agreement with the U.S.
Small Business Administration.
CONTACT:
SCORE
202-968-6428
media@score.org
Looking for a small business expert or owner for an upcoming
media story? Email media@score.org to request an interview
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