The age of the super-app for small businesses has arrived

Anyone who has worked as a sole entrepreneur, in a micro or small business knows that you work under different conditions than in medium-sized and large companies.

Where those who work in medium-sized organizations usually have dedicated resources for different areas of operation, in a small business you need to be prepared to cut in where necessary and shoulder different roles, it belongs, so to speak, to everyday life.

In addition to assuming different roles during the working day (sales, marketing, delivery, support, etc.), you also do not have access to the support functions that medium-sized companies often have, e.g. IT, finance etc.

You often don’t have the financial muscle either, so you can set aside time from everyday life to manage, for example, a rollout of digital solutions.

In addition to these differences, there is a mental difference as you often live more with a “knife against your throat” because the economy is often not as stable in small businesses as in larger organizations.

Taken together, these differences cause problems for small businesses when it comes to, for example, digitization. It becomes both financially challenging to acquire silo-based Saas platforms for Sales (CRM), Marketing, Prospecting, Contract Management, E-Signature, Recruitment, Support/Customer Service, My pages, etc.

Acquiring all these different systems can easily add up to between SEK 3-6,000 per month and person, and in many cases advance payment is required a year in advance. It is often not a problem for larger organizations, but for small companies it all too often becomes an obstacle that is too great.

The silo-based Saas platforms usually also come with a number of functions that ordinary users do not use in everyday life. Many studies show that only 5-10% of the functionality is used.

In smaller companies without dedicated people for the various parts of the business, the degree of use is even lower, i.e. you don’t need platforms that contain all those functions that sound so good on paper, you usually need more basic support that simplifies and streamlines everyday life.

In addition to the economy and the low usage rate, a larger number of systems also creates problems when it comes to learning the systems and which processes to use internally. Not all systems are used every day and then having to learn 5, 6, 7 different platforms becomes a challenge in itself and above all when you have to bring in new colleagues.

Since there is a big risk that the information that is entered is also not transferred between the different platforms, it becomes administratively difficult to keep everything updated and relevant.

When you add up these problems, it is easy to understand why many small businesses choose to stick with their traditional tools such as the Excel sheet, the phone book, the email inbox and paper and pen.

It is simply not worth the cost or the effort, and especially not when you realize that in parallel with all the work with an introduction, you still have to drive the company forward at full speed. It becomes almost like changing the engine of an airplane in the air, because there is no one else to come in and fix it for you.

Many small business owners are of course aware of these problems but have not yet found the answer to the question of how to get around this. This is unfortunately everyday life for many, but luckily the time for the super-app has come.

What is a super-app?

A super-app is a platform that can provide multiple services in one app, effectively becoming an all-in-one stand-alone business and communication platform encompassing many aspects of everyday life in a small business.

A Super-app can therefore consolidate and replace multiple platforms for a small business.

A super-app is like a Swiss army knife — with a series of component tools (modules/mini apps) that the business user can use and remove as needed. Getting a super-app is trending because users, especially the younger generation born in the age of smartphones, demand mobile-first experiences that are powerful and easy to use.

Leading analysts such as Gartner predict that by 2027 more than 50% of the world’s population will be daily active users of a super-app and that many small businesses have realized to use a super-app instead of a silo-based infrastructure based on dedicated Saas platforms, which in turn becomes dependent on integrations between different suppliers.

A clear effect of a super-app is that the information is added ONCE and is available in ONE place for everyone it is relevant to. Another clear effect is that the cost of digitization drops drastically, as only ONE single super-app is required to subscribe to and ultimately learn.