PR in the Philippines

San Antonio, Texas Jul 12, 2025  – Interviewer: Rodrigo, your extensive work with small and medium-sized businesses on digital transformation is well-known. What significant change have you observed in how businesses currently function?

Rodrigo Amora: The most profound transformation I’m observing is that businesses, across all sectors, are inevitably evolving into software companies. Relying solely on pre-packaged software solutions is no longer sufficient. Businesses aiming for genuine differentiation and improved customer service are establishing in-house development capabilities.

Could you elaborate on what you mean by “every company becoming a software company”?

Consider this perspective – a restaurant’s scope now extends beyond just food. Thriving establishments utilize custom applications for ordering, AI-driven inventory management, and tailored customer experiences. Similarly, a construction firm requires bespoke project management systems, IoT sensors for monitoring equipment, and AI for cost projections. These elements are no longer optional amenities; they are crucial for competitive survival.

In my engagements with Berry Consulting, we have been exploring and confirming innovative methods for integrating technologies into business operations. Our aim is to formulate a framework that demonstrates how proprietary software can fundamentally redefine business models. Currently, prosperous businesses are those that create custom solutions precisely aligned with their unique workflows and client requirements, instead of adapting their operations to fit standard software packages.

Why is it not feasible for companies to simply acquire existing software solutions?

Pre-made solutions might address merely 70-80% of your requirements; alternatively, they often come with excessive, costly features. The remaining 20-30% typically represents your source of competitive edge. Developing internal solutions allows you to craft precisely what your customers require, integrate flawlessly with existing workflows, and rapidly refine based on genuine user feedback.

Our studies on AI and business advisory services indicate that companies employing bespoke AI tools experienced productivity gains of 30% or greater. This is attributed to their ability to develop precisely what was needed, unconstrained by the limitations of generic tools.

What considerations should be given to the expenses and intricacies involved in establishing in-house teams?

This represents a significant misunderstanding. There’s a common belief that large teams and substantial budgets are necessary, which is no longer accurate. Thanks to contemporary development tools, AI-powered coding, and cloud infrastructure, a compact, dedicated team can construct remarkably potent solutions.

I have observed businesses commencing with merely one or two developers, progressively enhancing their capabilities. The crucial approach involves initiating on a small scale, concentrating on resolving particular difficulties, and expanding incrementally. The return on investment frequently becomes apparent within months, especially when addressing tangible business challenges.

In what ways does AI transform this scenario?

AI is revolutionary, as it simultaneously streamlines software development and generates fresh avenues for competitive distinction. On one side, AI-enhanced coding tools enable smaller teams to construct more advanced solutions with greater speed. Conversely, businesses that strategically embed AI into their processes accrue substantial benefits.

Our analyses of the U.S. market reveal small enterprises leveraging customized AI solutions to rival considerably larger corporations. For instance, a local retailer equipped with a bespoke AI recommendation system can deliver superior customer experiences compared to a national chain relying on general-purpose tools.

Which specific capabilities should businesses prioritize developing initially?

Begin by addressing your most significant challenges. Typically, this involves data integration, as most companies possess information dispersed across disparate, non-communicating systems. Develop in-house tools to unify your data and automate your most recurring processes.

Subsequently, transition to client-facing solutions, such as customized client dashboards, automated reports, and tailored experiences. These directly influence revenue generation and customer contentment.

Ultimately, allocate resources towards AI capabilities. Even basic automation can yield daily savings of numerous work hours. We have recorded instances where businesses decreased manual labor by 60-70% through the implementation of customized AI solutions.

What implications does this hold specifically for the U.S. market?

The U.S. market is exceptionally well-suited for this transformation, boasting a plentiful supply of technical talent, a robust entrepreneurial spirit, and enterprises willing to innovate. Businesses that adopt this software-centric approach early on are poised to lead their respective industries.

I intend to introduce Berry Consulting’s methodology to the U.S. market, recognizing its immense potential. American businesses possess the necessary resources and outlook to cultivate these in-house capabilities; however, they frequently require direction on initiating and executing them effectively.

What counsel would you offer to business leaders who find this shift daunting?

Avoid attempting an overly ambitious undertaking. Commence with a single, specific issue that regularly incurs costs in terms of time or money. Locate a developer or a small team – who need not be full-time initially. Construct a straightforward solution for that particular problem, learn from the experience, and then address the subsequent challenge.

Enterprises that endure and flourish over the coming decade will be those that perceive software development not as an expense, but as their fundamental competitive edge. The pertinent question is not if you will require in-house development capabilities, but rather if you will establish them before or after your rivals do.

Do you have any concluding remarks for our readership?

We find ourselves at a pivotal juncture where technology is becoming universally accessible. Leveraging advancements in AI, small businesses are now capable of developing solutions that were previously exclusive to technology behemoths only a few years prior. The businesses that acknowledge and capitalize on this will shape the forthcoming era of commercial achievement.

Do not defer action awaiting the opportune moment or the ideal team. Commence building and learning immediately, as your prospective competitive standing hinges on it.

Rodrigo Amora is the co-founder and partner of Berry Consulting, Brazil’s most rapidly expanding online business consultancy, currently extending its operations into the United States and Chile. His firm has innovated proprietary AI tools designed to broaden access to premium business consulting for small and medium-sized enterprises.