Building a Business Case for Your Mobile App: The Steps to Getting the Resources You Need
To succeed, a mobile app strategy must get buy-in from stakeholders, management, and employees. A comprehensive, fact-based business case that presents the benefits of the mobile app strategy is crucial for gaining much-needed support.
The business case needs to present the benefits of mobile apps with data that shows how they:
- increase productivity
- improve communication
- provide quick access to information
- other key benefits.
Specific use cases for the mobile strategy should be addressed in detail, covering:
- what the apps will do,
- who will use them,
- and when they would be used.
Finally, the business case needs to present how the mobile strategy will be beneficial to the organization as a whole by presenting:
- same-industry facts and figures
- projected statistics for the impact the strategy will have on the business
- ideas for other benefits to employees and the business in general
Join us as we explore each part of a compelling business case and dig into the details of what makes it effective in gaining company-wide support.
The Many Benefits of Mobile Apps for Enterprise
Mobile apps benefit businesses in many ways. Amongst the aforementioned benefits, they also make it easier for customers to explore and understand products. Stakeholders and C-level executives need to know how your app will actually provide these benefits.
Quick access to information
Your company intranet is almost certainly known for being slow and difficult to use. Looking up information in an email can eat up several minutes or more, and sending a new email to request the information again causes yet another delay in obtaining it.
Mobile apps can provide nearly instant information sharing, making it possible to share the latest sales report or a legal brief with everyone who needs to see it.
It’s easy to get caught up in the day’s work and never quite get around to responding to emails and messages. It happens. Mobile internal communication apps solve this problem by providing immediate, direct communication with others. Users are much more likely to respond quickly to internal messages than they would using the company’s legacy intranet.
Improved decision making
Traditional business meetings, by their nature, create slow decision-making processes that cannot keep up with the pace of business. Mobile apps provide the latest, up-to-date information for decision-makers, empowering them to make decisions in the moment that might otherwise take several days or longer. Using a mobile app to access the latest relevant data greatly speeds up the decision-making process and makes for better decision making.
Eliminate double-handling information
It’s easier than we’d care to admit to double-handle information. Whether it’s an employee performing data entry then compiling a report, or having to re-send information via an email on the company intranet.
Mobile apps provide an efficient means for eliminating handling information multiple times. Data collection and analytics can be automated, creating visual data that is easy to understand and share with others. The end user saves a lot of time by handling the information only once.
Define your specific app use cases
Another important component of a business case for your mobile app strategy is to present all of the use cases for each of your apps. Key decision makers will want to know what each app will do, who will use it, how it will be used, when it will be used, and where it will be used.
What the app does
The mobile app must meet at least one clearly defined business need. For example, your employees want to receive company news and updates on a weekly basis. They’d like to be able to have input on these updates and share them.
Creating an internal communications app or newsletter app would allow your marketing and communications department to collate information each week and then distribute the content into the app. They could use a push notification to alert employees that their latest company updates and news stories are ready.
Who will be using it
Defining who will be using the app depends upon what it does and how it will be used. For example, a mobile app for internal communications will be used by your employees only, and not your clients or wider consumers.
Alternatively, a client support app may need to be accessed by a range of users, both internal and external. This may require tiered levels of security access to be applied to ensure users only see what they’re required to see.
Where the app will be used
IT needs to have a clear sense of what devices the app will be used on. Company issued devices will already be managed by IT; however, if the app is to be used on personal devices, it will be much more difficult for IT to manage the security of the device, the app, and the information shared through it.
Location is also important. IT has tight control over company networks within the physical location of the business, keeping networks secure. Devices used outside of the workplace are much more difficult to keep secure.
Total ownership costs
Getting stakeholder and C-level executive buy-in will hinge to some degree upon how much the mobile strategy will cost the company, weighing ownership cost against the benefits of the app. Assess the cost of each stage of the app strategy to create an accurate picture of ownership cost.
How is the Mobile App Use Case Beneficial to the Business?
As we’ve previously written, the ROI of your mobile app will be determined relative to the context you place it in. Meaning different use cases will have differing ways of displaying a positive ROI.
However, you should keep in mind that it’s usually wise to consider the following when reporting your proposed ROI:
- industry-relevant facts and figures
- projected statistics that will show the impact on the business
- other benefits of the mobile app for employees and other aspects of the business.
Industry facts and figures
Conduct research within your industry to gather information that shows how successful similar mobile app strategies have been. Base statistics on Key Performance Indicators (KPIs) that are relevant to both your business and the industry as a whole. This provides a consistent, more credible context for your presentation.
Projected statistics for mobile app impact on business
Drawing from industry facts and figures, and from internal research, present realistic projections based on your research. Illustrate how your mobile app strategy will impact each area of the business in terms of KPIs, detailing how mobile apps will improve each department.
Other benefits of the mobile app for employees and other aspects of the business
Qualitative benefits are just as important as the quantifiable ones. Share details about how the mobile strategy will:
- Improve employee satisfaction
- Increase employee retention
- Improve job satisfaction
- Make the workplace better
- Improve customer service
- Deliver better customer support
Each qualitative detail indirectly helps the company meet business goals and grow the business. Happy employees are productive employees, and happy customers will potentially result in higher user retention rates.
Create your business case and show the potential ROI of your app
The primary purpose of the business case for your mobile strategy is to get buy-in from stakeholders, C-level executives, and employees. Your business case needs to speak directly to the concerns, needs, and expectations of each group of people.
Stakeholders are going to be mostly concerned with how the mobile strategy will help grow the business and deliver ROI. They will want to see facts and figures that illustrate how similar app strategies are performing in the industry and the amount of ROI returned.
Stakeholders will also be interested in seeing how your mobile strategy’s projections for business growth and ROI measure up against industry projections for similar mobile app strategies.
2. C-level executives
C-level executives will look at how the strategy will help business growth and ROI, but will also be looking at full ownership cost of the mobile strategy, and how it will meet business goals.
They will be looking for facts and figures that tell them how much the app strategy will cost, how much it will improve the company’s ability to meet business goals, and how quickly they can expect to see an ROI from the strategy.
Employees are going to be looking at the mobile app learning curve and how easy they will be to use. Employees are going to want to know how the app will help them to do their jobs better by improving efficiency and automating tedious processes.
They will also want to know when and where they will be using it and how they can access the app. Finally, employees will want to know if the app will work the way they need it to in order for them to get the most out of it.—
In short, build a business case around your app ideas that effectively speaks to everyone with a vested interest in your mobile strategy. Display how the app can deliver real returns for these stakeholders and you’ll have taken your first steps to mobilizing your workforce.
Once you’ve created your business case you might be interested to learn how you could use Fliplet to create the apps for your business. Sign-up for a free demo of our app builder platform today.