When to Develop a Watch App (or Not)

Is your off-the-shelf B2B software holding you back? Growing companies may find themselves at a crossroads, realizing their tools are not the launchpad they truly need. But while the stakes are high, the choice doesn’t have to be.  Your B2B business processes are unique, and your software should reflect that. Here’s how. Understanding Custom Solutions in B2B Products Let’s break it down: custom application solutions are tailor-made software designed to solve specific business challenges. Unlike off-the-shelf products, which are built to cover general needs, custom solutions are designed with your unique workflows, systems, and goals in mind. There are two main types of custom solutions: Full Custom Applications: Built from scratch, these applications are crafted specifically for your business, often designed to solve a single, complex problem or to address multiple needs in one tool. Customized Off-the-Shelf Applications: Sometimes, a base application can be modified to better fit your needs, adding custom features to enhance its functionality. Many B2B companies find themselves at a crossroads when their annual revenue hits the $5-10 million mark or when they’re experiencing 20%+ year-over-year growth. At this stage, the limitations of off-the-shelf solutions become glaringly apparent, and the need for custom applications becomes critical for continued scalability and efficiency. Custom vs. Off-the-Shelf: Making the Right Choice Sticking with ill-fitting off-the-shelf solutions can have serious consequences. Companies risk losing market share to more agile competitors, experiencing data silos that hinder decision-making, and facing increased operational costs due to inefficiencies. By contrast, companies using custom software solutions can increase employee productivity compared to those relying solely on off-the-shelf options. Flexibility Custom Solutions: Offer unparalleled flexibility, allowing for modifications as your business evolves. You can design them to adapt to your unique processes rather than forcing you to adapt to the software. Off-the-Shelf: Typically has a fixed set of features with limited customization options. While updates may occur, they’re based on general market needs, not your specific requirements. Integration Custom Solutions: Can be custom-built to integrate seamlessly with your existing tech stack, ensuring smooth data flow and process continuity across your organization. Off-the-Shelf: May offer integration options, but these are often limited and may require additional middleware or compromises in your workflow. Cost Custom Solutions: While initial development costs are higher, custom solutions can offer lower long-term costs due to reduced licensing fees, better efficiency, and lower training and support needs. Off-the-Shelf: Lower upfront costs, but ongoing licensing fees, the potential need for multiple solutions to meet all requirements, and costs associated with adapting processes can add up over time. Speed Custom Solutions: Development time can be longer, but the solution is ready to use immediately upon completion without adaptations. Off-the-Shelf: Quicker to implement initially, but time spent on workarounds, training, and adapting processes can extend the effective implementation time. Capabilities Custom Solutions: Provide a unique tool tailored to your competitive strategy, potentially offering capabilities your competitors don’t have. Off-the-Shelf: While they can improve efficiency, they don’t offer a distinct competitive advantage as they’re available to all. Maintenance Custom Solutions: Require a dedicated support team, in-house or from your development partner. This team will have deep knowledge of your specific solution. Off-the-Shelf: Offer standardized support, which can be extensive but may not always address your specific needs or use cases. Where Custom Application Solutions Shine Sometimes, the features you need just don’t exist in off-the-shelf products. Building something tailored ensures you get exactly what your business requires. Wondering if it’s time to make the leap? If you find yourself bending over backward to make existing tools work, a custom solution might save you time (and sanity).  When off-the-shelf solutions just don’t cut it, it’s time to go custom. Here are the scenarios where custom applications really shine. Complex, Industry-Specific Workflows Consider a B2B logistics company with a proprietary routing algorithm or a SaaS provider with a unique customer onboarding process. Generic software often can’t adequately support these distinctive workflows. Custom solutions can embed these unique processes directly into the software, turning them from operational challenges into competitive advantages. High-Security Environments When you’re dealing with sensitive information or high-value transactions, security isn’t just a feature—it’s a necessity. Custom applications allow you to build the exact security measures you need, ensuring that your data—and your client’s—stays safe. Custom solutions let you sleep easy at night in environments where trust is everything. Rapid Scaling & Frequent Pivots Fast-growing businesses don’t have time to wait for off-the-shelf software to catch up. Whether you’re scaling from startup to enterprise or pivoting to meet a market shift, custom solutions grow with you. Instead of wrestling with rigid tools, you’ll have a system designed to adapt as you expand so you can focus on the big picture. Integration-Heavy Tech Stacks Businesses relying on a wide array of tools need their systems to work together seamlessly. Custom applications make integrating with legacy systems, third-party tools, or other mission-critical software easy. The result? A fully connected, optimized tech stack that improves efficiency across the board.  Innovation-Driven Business Models If innovation is at the core of your business, you need a custom solution that lets you stand out. Whether you’re digitizing a customer experience or introducing other industry-disrupting products, custom applications give you the flexibility to experiment and push boundaries—because the last thing an innovative company needs is software holding them back. Case Study in Custom Applications: A B2B SaaS Scalability Dilemma Imagine you’re the product owner at a hypothetical B2B SaaS company experiencing rapid growth. Your current off-the-shelf CRM and project management tools were great initially, but now they’re struggling to keep up. Here’s how custom software could help in this scenario: Workflow Integration: Operations require seamless data flow between departments. With custom solutions, workflows can be streamlined, boosting team productivity. Scalability: As the company scales, so can its software. There will be no more clunky workarounds or limitations—just a system that grows with the company. Security: Custom security measures help prevent vulnerabilities, reducing risks during expansion into new markets. Don’t wait until your tools become bottlenecks. If you’re starting to feel the pinch as you grow, it’s time to think custom. Practical Thinking Take a moment to assess your current software setup. Are you struggling with limitations, inefficiencies, or security concerns? If so, it might be time to consider a custom solution. It may be helpful to list the specific pain points you’re experiencing and how a tailored application could solve them. Best Practices for Managing Custom Application Projects to the Finish Line Ensuring smooth sailing through a custom project requires the right methodologies and communication. Here’s how to keep things on track: 1. Agile Methodologies Agile methodologies are perfect for custom applications because they allow for iteration and flexibility. By breaking the project into smaller sprints, you can adjust based on stakeholder feedback and user testing, ensuring the final product aligns perfectly with your goals. 2. Effective Communication Between Product & Development Teams Communication is everything in custom application delivery. Regular check-ins between product owners and development teams can help mitigate misunderstandings and ensure the product timeline stays on track. Tools like collaborative platforms help bridge gaps and keep everyone informed. The more open the communication, the fewer surprises down the road. 3. Risk Management & Mitigation Strategies No project is without risk, but anticipating challenges early can save you a lot of pain later. From budget overruns to missed deadlines, having a clear risk management plan will allow you to tackle problems before they derail the entire project. Concluding Thoughts: Custom Applications as Strategic Assets In the “sassy” world of B2B SaaS, standing out from the competition is no easy feat. Off-the-shelf solutions might get you started, but they don’t always carry you to the finish line. Custom applications reflect unique B2B processes and drive long-term success. How? By tailoring workflows to your specific needs, seamlessly integrating with your existing tech stack, scaling alongside your business growth, and embedding your proprietary processes directly into your software.  Think about where your business is headed in 2025. What challenges will you face, and what tools will you need to overcome them? If your tech setup can’t answer those questions, it may be time to explore custom application solutions. The companies that win aren’t just the ones with the best ideas—they’re the ones with the right tools to make those ideas a reality.