Most owners will never say “we need custom software.” They say things like “only Maria knows how that spreadsheet works,” or “every Friday someone exports it and imports it over there.” Those sentences are the signal.
Listen for repetition
The strongest sign is work that repeats by hand: retyping orders, copying data between tools, chasing status updates by email. Repetition is exactly what software is good at removing.
Listen for workarounds
The second sign is a paid tool that almost fits, patched with sticky notes and side spreadsheets. Sometimes the answer is connecting what they already own. Sometimes it is a small tool built around their real process.
Listen for growth pain
The third sign is a business that grew. Processes that worked for five people break at twelve. Owners in that moment are often the most open to a conversation, because the pain is new and visible.
You do not need to diagnose the solution, and you do not need to refer the owner for a fee. If you want to work on the problem with me, that conversation is welcome.
Written by Julian Szuper for GrowShare Partners. Grow together, Earn together!