My experience serving over 180 business owners has led to this insight- Micro and Small Enterprises (MSEs) face similar challenges in areas of financial management, adoption of digital technologies, use of digital marketing capabilities, finding product-market fit, managing their resources and balancing their financial needs with environmental sustainability. These challenges have been compounded by the Covid-19 pandemic, which an IDB study states has negatively impacted 90% of businesses. 

After considering these factors and acknowledging that many business owners cannot dedicate months and years to acquire new skills, I realized that a mobile application may be an effective solution to overcoming many challenges faced by entrepreneurs. This recognition aligns with research from the OECD that suggests that the internet, digital platforms, mobile and digital services offer ‘leapfrogging’ opportunities that presents new possibilities for growth (OECD, 2018a).