Small businesses often struggle with the decision of whether or not to build a mobile app. On one hand, there are many advantages to having an app – it can help increase brand credibility, engage customers, provide a personalized experience, act as a direct marketing channel, and let businesses create a loyalty program. However, on the other hand, there are also several disadvantages to consider – such as the cost of developing and maintaining an app, complying with Apple and Google’s store security and performance policies, the phenomenon of consumer app fatigue, and lack of customer use. In this article, we will explore both sides of the argument so that you can make an informed decision about whether or not to develop an app for your small business. Biggest Advantages of Building a Mobile App for a Business Another advantage of having a mobile app is customer engagement. A study by Forrester found that 78% of smartphone users check their phone within 15 minutes of waking up, while 60% check their phone within 15 minutes of going to bed (Forrester, 2014). This constant connection gives businesses a unique opportunity to engage with their customers throughout the day. Creating a loyalty program or sending push notifications about sales and promotions can help increase customer engagement and keep your business top of mind. As consumers become increasingly connected with businesses on their smartphones and devices, many businesses develop mobile apps to connect with their customers. If your company is going the app route, you want to be sure it’s worth your time and money. While a mobile app can be an invaluable tool for many companies, certain company types may not necessarily need one. —Forbes.com Building a mobile app can also provide a more personalized experience for your customers. With an app, you can collect data about your customer’s usage patterns and preferences which can then be used to customize the experience for each individual. This is much harder to do with a website because there is less data available about how users interact with it. For example, if you own a clothing store, you could use the data collected from your app to show each user relevant products based on their previous purchases and browsing history. This personalized experience can help increase customer satisfaction and loyalty. Finally, having a mobile app gives businesses a direct marketing channel to reach their customers. With over 90% of Americans owning a cellphone (Pew Research Center, 2019), businesses have a unique opportunity to reach a large audience with targeted messages. You can use push notifications to send special offers and announcements directly to your customer’s phones. This is an effective way to increase sales and improve customer retention. Common Disadvantages of Building an App for a Business While there are many advantages to building a mobile app for your small business, there are also some disadvantages that you should be aware of before making the decision. One of the main disadvantages is cost. Developing and maintaining an app can be expensive, especially if you hire a professional company to do it for you. In addition, you will also need to pay Apple and Google a yearly fee to keep your app in their respective app stores. Another disadvantage of having a mobile app is that you have to comply with the security and performance policies of both Apple and Google. This can be difficult and time-consuming, especially if you are not familiar with the technical aspects of building an app. If your app does not meet these standards, it could be removed from the store which would damage your business’s reputation. Despite the disadvantages, there are still many advantages to building a mobile app for your small business. These include increased brand credibility, improved customer engagement, and a more personalized experience for your customers. In addition, an app can act as a direct marketing channel and provide you with valuable feedback about your products and services. If you do your research and assess the needs of your target market, you can decide if a mobile app is right for your small business. What are some other pros and cons of building a mobile app for a small business? Please take a moment to share your thoughts and experiences so others can benefit from your input! Interested in learning more about business? Then just visit Waters Business Consulting Group.

It’s Said Style without Substance is Bad, But Is the Opposite Actually Better or Even Worse? We’ve all heard “beware of style over substance.” It’s a common expression that means a person may appear to have all the answers but in reality, there is very little or nothing behind his or her facade. Likewise, it also describes someone who puts greater value on appearance than depth of knowledge or skill. In either case, it fools others into thinking an individual possesses something special when in fact, they aren’t extraordinary after all. This distinction is particularly important when it comes to choosing a business partner, a vendor, or even a client. So, entrepreneurs need to be aware and alert of the telltale signs and more critically, what the downsides of each personality are. Sure, it seems obvious that all style and no substance is bad. However, it’s equally vital to understand that the opposite can be harmful, too. The Dangers of Style Over Substance A person who is all style and no substance may have all the necessary skills. But when the moment of truth arrives, he or she is lost. However, that’s a broad generalization of a greater specific. So, let’s take a look at some of the particular reasons why a businessperson with all style and no substance can be problematic: Lack of follow-through. They might make grand promises or claims but fail to deliver on them due to a lack of underlying strategy or execution skills. Superficial relationships. They may prioritize networking and appearances over building genuine connections, leading to fleeting and ultimately unproductive partnerships. Misalignment with company values. A style-over-substance leader may struggle to foster a culture of substance and results if a business’s success depends on innovation or problem-solving. Short-term thinking. They might focus on quick wins and flashy projects rather than building a sustainable and long-term strategy for the business. Potential for ethical lapses. Without a strong foundation of integrity and competence, such individuals might resort to unethical tactics to maintain appearances. It’s important to note that style and charisma can be valuable assets in business. However, without substance to back them up, they can be detrimental to long-term success. Downsides of a Substantively-Focused Business Partner with No Personality or Style Now, we’ll get into the opposite scenario. Although people are familiar with the shortcomings of style over substance, what are the downsides of an individual who has very little or no charisma? While substance is undoubtedly crucial in business, a complete lack of personality or style can also present big challenges, such as the following: Limited networking and relationship building. Someone with little personality might need to work on building rapport with clients, partners, or employees. Effective business relationships often involve personal connection. Lack of creativity and innovation. A purely analytical approach can sometimes hinder creative problem-solving and out-of-the-box thinking. Difficulty adapting to change. A rigid, no-nonsense approach might make it challenging to adapt to changing market conditions or unexpected challenges. Poor communication. A lack of personality can sometimes manifest in poor communication skills, leading to misunderstandings and inefficiencies. Uninspiring leadership. If the person takes on a leadership role, their lack of charisma could demotivate employees and hinder team morale. Limited market appeal. In customer-facing roles or industries focused on branding, a personality-devoid individual might struggle to connect with the target audience. Again, it’s important to note that a balance between substance and style is often ideal. A strong foundation of knowledge and skills combined with effective communication and interpersonal abilities can create a highly successful business partnership. Want to Accomplish More? Do you want your company to grow faster and earn more while you spend more time with your family doing all the things you started your business to do? We can make that dream a reality. Give us 30 minutes and we will show you how to get your life back. Skeptical? Good! Put us to the test. You can call us for your free appointment at (602) 541-1760, or, if you prefer,