SMB: The What Behind Digital Transformation

Many SMBs invest in software solutions only to realize, months later, that they don’t actually solve their problems. Why? Because the foundation was flawed from the start.

In my twenty-plus years of experience with software development projects—first as a customer and for the last 10 years as Director of Operations at Joonik—I have learned that most technology projects tend to leave gaping holes at the very beginning, and those gaps turn into major failures later. When the project ends poorly, frustrating phrases like "Oh, but you didn’t tell us...", "That’s what we offered...", or "That wasn’t included." often surface, adding insult to injury.

This issue affects me personally as I, too, have been an SMB owner. I understand that SMBs often operate understaffed, with their teams barely keeping up with day-to-day challenges while also needing to find time for growth.

What You Are Buying

My biggest piece of advice for any SMB owner looking to improve their processes with digital solutions is this: You are not buying a technology solution! You are buying a business solution that happens to be based on technology.

This might sound like a minor distinction, but it makes a world of difference. It’s like saying you are not buying a car; you are buying a means to get to work. The bottom line is that the product you need is a solution that works for your business—the one you are an expert in. So the conversation should engage you rather than overwhelm you with tech jargon and statistics from others, even if they are in the same industry.

What You Should Avoid Discussing

The conversation must not be centered on the developer or the developer's product. It must be about your business. The majority of the first meeting must be about your business.

I get it—the developer has to explain their features and best practices. They may throw in a few examples and all that is fine. However, if they fail to understand your business, there will be a ton of lost opportunities.

To ensure your vendor focuses on your business needs rather than their technical capabilities, watch for these critical signs during your discussions:

• They should ask detailed questions about your business operations, goals, and challenges—not just the area they are going to operate in, but the entire value-creation stream around it.
• Look for business insights and suggestions that stem directly from your input.
• Ask them to explain their processes and make sure they do so in a way that makes sense to non-technical stakeholders.
• Do not fall for buzzwords like "plug-and-play" or "just one click"—these oversimplify the process. (A dear friend shared this with me not too long ago.)

What You Should Talk About Instead

Here are key strategies to help SMB leaders effectively communicate their needs to a digital transformation team:

1. Encourage Developers to Understand Your Business First

A developer worth their salt should be curious about your business and its challenges. The more they ask about your operations, the better they can craft a business solution tailored to your needs.

TIP: A great developer will make you rethink your current process with insightful questions, rather than just take orders for features.

2. Define Business Goals Before Talking About Technology

Before discussing features or technology stacks, clearly outline:

• The problem you are trying to solve.
• The key business metrics the project impacts.
• The teams that are currently involved.
• The value stream around this project.

Developers must align their work with tangible business results rather than just writing code.

3. Establish a Common Vocabulary

Both sides should work toward a shared understanding of key terms and concepts. If developers introduce new terminology, they should explain how it relates to business objectives. Likewise, SMB owners should clarify industry-specific language that developers may not be familiar with.

4. Set a Check-in Schedule and Establish a Feedback Loop

Agree on the channel, frequency, and stakeholders for regular communication throughout the project lifecycle. Given that SMBs often run at full capacity, structured check-ins, demos, and Q&A sessions must be adjusted for real-world business priorities.

My Key Takeaway

For SMBs, a successful business-technology partnership in digital projects starts with effective communication. The right development team won’t just build what you ask for—they’ll help refine your ideas and contribute meaningful business insights that optimize operations and free up your team to focus on growth.

Remember: The best developers aren’t just coders; they’re problem-solvers who understand and speak your business language, ensuring that the software you implement genuinely supports your team, simplifies operations, and helps you scale for the future.