You need to improve your technology, but where do you start?

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Technology is advancing at warp speed and certainly some innovations could benefit you and your company, but it’s easy to get lost in the sea of information and technological jargon before finding the best solution for your problems.

Earlier this year, the multinational audit, consulting and advisory firm Deloitte released a report on 2022 technology trends that noted the world is trying to navigate the “next normal” following the disruption of the COVID-19 pandemic. The report’s authors argued that enterprises providing powerful technological tools to their workforce are “arming their employees with superpowers to tackle innovative projects that deliver competitive differentiation.”

“If you’re a small to mid-sized business and you’re not thinking about how to innovate or how to get better it’s like fighting gravity,” said Justin Copie, owner and CEO of West Henrietta-based Innovative Solutions, which focuses on providing technology solutions to small to medium-sized businesses.

“If you’re going to stay in business you have to think about how to move your business forward by leveraging the power of the technology that exists today … technology changes so frequently that it’s just inconceivable to think you can just stay put.”

Blockchain, automation, cloud computing and artificial intelligence are transforming transactions, cybersecurity and data entry and reporting, according to Deloitte, and customers and employees now expect advanced technology. Repeatedly, we hear about the power of technology, but where should small and mid-sized businesses start when looking to adapt or adopt new technologies?

Whether it’s a specific problem in need of a solution or just a general interest, there are options for companies pursuing technological upgrades.

David Wolf, vice president of Fairport-based Just Solutions, said his firm focuses on small to mid-sized businesses — those that don’t have “the luxury of affording a full-time, large IT staff.” Wolf said the firm’s objective is to act as the chief technology and information officers for small businesses, acting as “their go-to for tech” and offering education for the technology and services that are available.

Many companies may recognize the need to improve technology, but not know where to start. Wolf said Just Solutions, and many other firms, are happy to meet with prospective clients and offer an assessment or review of current technology and offer a needs assessment or analysis. Many of those assessments are available at no cost, Wolf said, though more in-depth true audits or reviews come at a price.

When considering new technology, Wolf said the best approach is to think about what your employees and customers need, or what could make their jobs easier or improve their experiences. Wolf said Just Solutions starts with a broad question and answer session about the business, identifying any potential efficiency issues or other areas for streamlining or improvement.

“It really depends on the business, but every business has some area that technology can help them,” Wolf said, pointing out many businesses are seeking to streamline ordering processes or improve sales funnels with customer relationship management, or CRM, tools. “Anything that’s repetitive, that’s time consuming, a lot of times computers can step in and help in those areas.”

Perhaps the most pressing issue right now is cybersecurity, Wolf said. With employees working from home in many cases but needing access to company data, records and software, providing security has become a major challenge that most employers need help with. Cybersecurity is constantly evolving, Wolf said, and it can be difficult for small businesses — even those with small in-house IT departments — to remain updated on the latest developments and trends.

Copie said Innovative Solutions is focused “all day long on helping small to mid-sized businesses leverage technology.” Small to mid-sized businesses are often the first to adopt technology, he said, noting they’re more agile and have closer relationships with customers and in turn the ability to understand their issues.

Much of Innovative Solutions’ current work specifically focuses on providing access to the cloud, Copie said, though the firm also provides managed IT services that can include cybersecurity, software services and more.

“If a small to mid-sized business calls us today, it’s almost inconceivable that they would not ask us about how to move to the cloud,” Copie said. “The cloud is everything. It is the number one conversation.”

Innovative helps customers migrate their entire infrastructure to the cloud, including servers, applications and data. In the early days of the COVID-19 pandemic, companies focused on enabling employees to work remotely, but Copie said “these days most businesses are there already” and the conversation has shifted to helping customers.

Copie cited a recent example that included a customer who needed to provide clients with access to antiquated software for information related to orders, raw materials and lead times. Moving that system to the cloud allowed for increased accessibility and improved speed, among other improvements.

“These customers are all trying to get legacy-based software packages to the cloud and then extended down into their clients in what’s called a ‘cloud native’ way,” Copie said, adding the technology is “in many respects industry agnostic” and used by manufacturers, wholesalers, health care, retail and more.

Though migration to the cloud has become common for small to mid-sized businesses, Wolf said small businesses should not make the move just because it’s the most recent trend.

“Moving to the cloud is not a utopia,” Wolf said. “It does rain and there are thunderstorms in the clouds.”

Wolf called cloud computing “part of a tool set” for customers, but noted the perception is that it’s the cheapest option and that may not always be the case. For many businesses, especially fast-growing businesses, a cloud-based setup may be the best solution, Wolf said, but companies should ensure they’re adopting technology that fits their unique needs.

For business owners and managers who have recognized the need to migrate to cloud-based applications, Copie said Innovative typically takes customers through a four-step process, starting with understanding clients’ current technologies and processes before developing a road map and long-term plan and eventually migrating to the cloud.

“The fourth and last step, which is an ongoing, iterative process, is called modernization, where we’ll actually rewrite software and make it more adaptable to cloud-based needs, or we’ll take a look at the data architecture and optimize that to perform better on the cloud,” Copie said, adding the firm can also help customers leverage technologies like machine learning or artificial intelligence.

Working with outside technology partners can be beneficial in several ways, mainly because it’s difficult for small to mid-sized businesses to find and retain talented IT professionals. Copie said outside firms provide instant access to the resources and expertise needed to overcome technology challenges without going through the process of assembling or expanding an in-house IT department.

Wolf, a 35-year veteran of the computer and technology business, shared that sentiment, adding outside firms can bring new perspectives and lead to better outcomes in part due to their exposure to a variety of companies, industries and technologies.

Whether it’s updating software or hardware, moving to the cloud, boosting digital marketing or a variety of other advancements, Wolf said companies need leadership that truly embraces technology to move forward and better serve clients, customers and partners.

“They need to see it as a competitive advantage in the marketplace,” Wolf said. “There are definitely opportunities for improvement. People just have to bring in a fresh perspective.”

Matthew Reitz is a Rochester-area freelancer.