Why Trade Associations should be considering apps

I write this as the former Managing Director of a series of membership bodies within the home improvement sector, covering everything from fenestration, to roofing, to renewable energy.

Until I started up Digital Installer and we moved into a world of mobile applications, I had not realised some of the real efficiencies being missed out on by trade associations or membership bodies. Parallels can also be drawn to distributors who have networks of contractors. In either scenario, there are pools of members/partners who require information, the ability to communicate with you and of course access to any benefits or functions that the trade association or membership body are providing.

Even the most basic of in-house functions can still often be found to be quite manual such as membership application processes, annual compliance processes or ordering things.

Some organisations are now starting to make the change with the British Institute of Kitchen, Bathroom and Bedroom Installations (BiKBBI) being one of the most recent. Not only does the app provide a differentiator for the institute, but the functionality helps to drive efficiencies for both themselves and their members.

If you head up a membership body or trade association, take time to decide if any of the following functionality could drive some internal efficiencies for you, particularly as its becoming harder to retain members in the face of uncertain times, never mind putting up your membership pricing:

• Digital application processes
• Digital compliance processes
• Event booking processes
• Newsletter distribution
• Announcement and key updates distribution
• Documentation libraries
• Digital helpdesk
• Ordering systems in payment gateways
• Contact options including webchat, email and phone
• Internal communication feeds (like LinkedIn or Facebook for your members)
• Integration with current systems

All of these can be developed within apps quite easily and put into the hands of both your own colleagues and every member. These apps not only drive internal efficiencies but also potentially new revenue streams.

How much does an app cost for a membership body?

It depends on a few things:

1.   Do you want the app to be able to be found in the Apple or Google Stores?

2.   Do you want to be able to send out ‘Push Notifications’ to your membership?

3.   Do you want a desktop version of the app as well?

4.   What level of functionality you need and what integration you might require.

Depending on the answers to those questions will result in your developer recommending you developing a native mobile app, or a progressive web app. The later is cheaper than the former, as it is not found in the Apple or Google Stores, but hosted privately.

In general native mobile apps will start from around £3,000.00 + VAT, with monthly hosting starting at around £69.00 + VAT. Pricing above this number purely depends on the level of customisation required for your organisation. Using a simple ROI calculator should show the return on this investment being quite rapid, whether its based on time cost savings, operating cost savings or through new revenue opportunities.

Progressive web apps are cheaper, normally starting at around £1,500.00 + VAT, with monthly hosting at around £49.00 + VAT.

How long does it take to develop an app?

It shouldn’t take long. Again depending on the customisation involved, you could be looking at a fully developed and branded app being ready in 6 weeks. The longest part can be in relation to the publication processes for the like of Apple.

Why Digital Installer?

Well there are plenty of developers out there. There is no doubt. But there are very few who have direct experience in running membership organisations. That means a developer who understands first-hand the dynamic between trade association and member. That need to show value to the membership, whilst also controlling your own cost base. A developer that can speak the language of both your association and your membership. This helps in the execution of the launch, ensuring there is early adoption of the app and therefore the fastest rate of return on the investment. We know that it can be a challenge to get the membership to adopt change. That’s why the language used is so important and along with a high level of personality and credibility.

For more information on our apps, please visit us at Digital Installer or email us at hello@digitalinstaller.co.uk

About the Author

The author is the former Managing Director of membership bodies including HIES, one of only two renewable energy codes in the UK. He was responsible for servicing and representing a membership of over 600 companies. He was also Managing Director of Qure Group Ltd, a support services company for the construction and renewable energy sectors, working for major UK retailers and installation companies, finance lenders, insurers and trade associations.