Web page or app? Houston expert shares his tips for launching your online platform

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Should you launch an app? Or just a web page? This consultant weighs in with his advice. Photo courtesy of Slalom

One of the biggest decisions you'll have to make as an entrepreneur is whether you should host your product or service on the web, via an app, or through a webapp. In this quick guide, I'll go over a few tips to help you narrow down the options and make an informed decision.

First, allow me to explain each of these terms. In this context, I am assuming your big idea is either a product or service which your customer base will consume in a digital format. The question is, do you deliver your product or service via a regular webpage (web), does it require robust native application functionality (app), or can it be a hybrid model where the app runs on browser (webapp).

Certainly, if you can sell your product or services through a simple online store, then the debate is over: you should just web. If you are just selling a new gadget, for example, you don't need an app nor a webapp. E-Commerce has come such a long way that a simple webpage will suffice.

However, if that is not your situation, then here's three main considerations to help you decide between building an app or a webapp.

Native hardware required

If your product or service will use a hardware component from your audience's mobile device or tablet, such as the GPS, the Camera, the Microphone, or the Gyroscope, then you should heavily lean towards building a native app.

There are web frameworks that will allow you to gain access to a devices' camera or GPS via a webapp, but none are as stable, reliable, or robust as using a native app framework.

The question then becomes, what operating system do you develop your native app in: Apple's iOS, Google's Android, Microsoft's Windows, other or all of them?

Keep in mind there are platforms – such as Xamarin – that enable you to develop in multiple native app ecosystems simultaneously, however, deciding the platform(s) will affect your timeline, budget and audience reach. Also know that if your product or service can or should be accessible offline, then that reinforces your native app decision and eliminates a webapp given they require connectivity to run on a browser.

Universal adoption expected

In contrast, if you are looking to sign-up a broad audience then you should lean towards building a webapp.

All devices, whether mobile, tablets or laptops, have sophisticated and modern web browsers that can easily run webapps. Therefore, if you don't want to worry about deciding between different platforms, then by building a universal webapp that is compatible with all popular browsers all your users will have immediate access.

This route also bypasses all the requirements you must meet and the policies you must comply with to publish your native app to communities such as Apple's App Store or Google Play.

Even better you can update and maintain your webapp at your own pace, not having to rely on Apple's or Google's approval and publish/update schedules.

Investment tolerance 

Now, if you gathered major seed funding or hit it big in a series A round giving you a higher upfront investment tolerance, then I'd advise you to go the native app route.

The aforementioned Apple and Google native app marketplaces, albeit strict, offer amazing features that you would not be able to leverage going the webapp route. Your customer experience will almost certainly be higher going native app, which will increase your ROI, promote repeat subscribers and overall success.

But this route will be more expensive than webapp, especially if you do decide to offer it on multiple major platforms. Hence, if you have the budget, go for it and launch natively. If your investment tolerance is more reserved, then start with a webapp, and simply iterate until you are forced to go native.

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This quick guide is by no means an exhaustive list of considerations. Product development has a million intricacies that will dictate – and sometimes demand – a specific route to market. Yet, if you ask yourself a few of the questions I laid out, you will be able to make an informed decision guiding your commercialization strategy as you kick off your startup journey.

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Alfredo Arvide is a senior principal within product engineering at Slalom Consulting in Houston, where he helps clients tackle their most complex business challenges by applying innovative technology solutions.

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2024's 5 most-read startup feature stories

year in review

Editor's note: As the year comes to a close, InnovationMap is looking back at the year's top stories in Houston innovation. This past year, InnovationMap featured profiles on dozens of these Houston startups — from health tech to startups fostering community. Here are five Houston startup features that stood out to readers this year — be sure to click through to read the full story.

Houston immuno-oncology company reaches next FDA milestone, heads to phase 2 trial

A Houston company with a promising immuno-oncology is one step closer to delivering its cancer-fighting drug to patients who need it. Photo via Getty Images

A Houston immuno-oncology company has recently made major headway with the FDA, including both a fast track and an orphan drug designation. It will soon start a phase 2 trial of its promising cancer fighting innovation.

Diakonos Oncology was born in 2016, the brainchild of Baylor researchers already hard at work in the realm of dendritic cell vaccines. Drs. Will Decker, Matt Halpert, and Vanaja Konduri partnered with Dan Faust, a Houston businessman and pharmacist, to bring their treatment to the public, says COO Jay Hartenbach.

The name Diakonos means “deacon or servant in Greek,” he explains. “A lot of companies end up focusing on treating a specific disease or cancer and what you end up having is a significant amount of potential but with a lot of tradeoffs and downsides. And so our goal is we need to eliminate the cancer but we can't harm or dramatically malign the patient in doing so.” Continue reading.

Houston founder taps into AI tech to create game-changing healthy eating platform

A Better Meal — a new app from a Houston founder — gives you all the tools you need to make healthier food choices. Photo via abettermeal.com

After many years of living to eat, a large swath of American society is now facilitating a seismic shift to the healthier alternative, eating to live.

But here’s the rub: eating healthy is confusing, time consuming and, unfortunately, oftentimes pricey.

So, anyone that can come in and cut through the healthy eating machine can carve out a necessary niche in the marketplace.

Enter Houstonian Mark Semmelbeck, founder and CEO of A Better Meal, a platform created to help busy families plan healthy meals easier and to make gradual improvements to their health and well-being.

“My vision is to use rapidly expanding AI technology together with the knowledge and wisdom of an active community to take the stress out of meal planning and improving nutrition,” says Semmelbeck, a seasoned oil and gas executive with over 30 years of experience in founding companies. “While developing the technology for the app, my daughter gave me two beautiful grandkids who both have significant food allergies. Combine that with the fact I now have five cardiac stents and the significance of eating well while paying attention to the details has only grown in importance.” Continue reading.

Hardtech startup moves into Houston area with new Conroe facility, eyes tests in space

FluxWorks, a hardtech startup, opened its new home-base in Conroe, Texas. Photo courtesy FluxWorks

FluxWorks, a hardtech startup, recently opened its new base of operations in Workhub Developments’ Conroe location.

Founded in College Station by CEO Bryton Praslicka, FluxWorks specializes in making contactless magnetic gears for use in extreme conditions. At 9,000 square feet, the new Conroe facility is a result of discussions with Governor Greg Abbott's office and the Greater Houston Partnership, who introduced the company’s leadership to the Conroe Economic Development Council, encouraging their move, Praslicka tells InnovationMap.

“The pieces of the puzzle were all there, and with the support of the local, state, and federal government, we were thrilled to move to Conroe,” Paslicka says. Continue reading.

Houston startup secures IBM partnership for AI-backed consumer tech

IBM and Boxes recently partnered to integrate the IBM watsonx Assistant into Boxes devices, providing a way for consumer packaged brands to find out more than ever about what its customers like and want. Photo courtesy of Boxes

With the help of a new conversational artificial intelligence platform, a Houston startup is ready to let brands get up close and personal with consumers while minimizing waste.

IBM and Boxes recently partnered to integrate the IBM watsonx Assistant into Boxes devices, providing a way for consumer packaged brands to find out more than ever about what its customers like and want.

The Boxes device, about the size of a 40-inch television screen, dispenses products to consumers in a modern and sustainable spin on the old-fashioned large vending machine.

CEO Fernando Machin Gojdycz learned that business from his entrepreneur father, Carlos Daniel Machin, while growing up in Uruguay.

“That’s where my passion comes from — him,” Gojdycz says of his father. In 2016, Gojdycz founded Boxes in Uruguay with some engineer friends. Continue reading.

Houston founder aims to help find your purpose, make strategic connections over a cup of coffee

Cup of Joey has expanded across Houston to help make valuable connections to Houston entrepreneurs. Photo courtesy of Cup of Joey

What is your purpose in life? One Houstonian is asking that question of his fellow entrepreneurs all across town.

Joey Sanchez founded Cup of Joey, a weekly meetup opportunity for innovators, business leaders, and the whole Houston community. The events are a place not only to share a cup of coffee but also their very own mission in life.

It all started in 2021 at the Houston Tech Rodeo, an initiative from Houston Exponential, where Sanchez worked as a director of corporate engagement. Texas had just opened social distancing in public events since the beginning of the COVID-19 pandemic, and Sanchez was finding ways to reconnect the Houston community.

‘We thought what better way than over a cup of coffee?” Since then, Sanchez has connected thousands of people based on purpose every Friday for the past three and a half years. Continue reading.

3 clean energy innovators make Forbes list of top young energy professionals

under 30

A handful of Houstonians have been named to the Forbes 30 Under 30 Energy and Green Tech list for 2025.

Kip Daujotas is an investment associate at Aramco Ventures, a $7.5 billion venture capital arm of the world's largest energy company. Houston is the Americas headquarters for Saudi Aramco. Since its inception in 2012, Aramco Ventures has invested in more than 100 tech startups. Daujotas joined the team over two years ago after studying for an MBA at Yale University. He led Aramco’s first direct air capture (DAC) investment — in Los Alamos, New Mexico-based Spiritus.

Also representing the corporate side of the industry, Wenting Gao immigrated from Beijing to obtain an economics degree from Harvard University, then got a job at consulting giant McKinsey, where she recently became the firm’s youngest partner. Gao works on bringing sustainability strategies to energy and materials companies as well as investors. Her areas of expertise include battery materials, waste, biofuels, and low-carbon products.

Last but not least, Houston entrepreneur Rawand Rasheed is co-founder and CEO of Houston-based Helix Earth. He co-founded the startup after earning a doctoral degree from Rice University and co-inventing Helix’s core technology while at NASA, first as a graduate research fellow and then as an engineer. The core technology, a space capsule air filtration system, has been applied to retrofitting HVAC systems for commercial buildings.

Each year, Forbes 30 Under 30 recognizes 600 honorees in 20 categories. The 2025 honorees were selected from more than 10,000 nominees by Forbes staff and a panel of independent judges based on factors such as funding, revenue, social impact, scale, inventiveness, and potential.

Specifically, the Energy & Green Tech category recognizes young entrepreneurs driving innovation that’s aimed at creating a cleaner, greener future.

“Gen Z is one of the fastest-growing groups of entrepreneurs and creators, who are reshaping the way the world conducts business, and our Under 30 class of 2025 proves that you can never begin your career journey too early,” says Alexandra York, editor of Forbes Under 30. “With the expansion across AI, technology, social media, and other industries, the honorees on this year’s list are pushing the boundaries and building their brands beyond traditional scopes.”

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This article originally ran on EnergyCapital.

Houston expert: How leaders can manage divisive topics in the workplace to maintain a unified culture

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Social issues to economic pressures and personal challenges are all stressors businesses must face and navigate. When employees face these obstacles, they can impact their performance. Amid it all, business leaders must adopt proactive strategies to maintain morale, professionalism and productivity.

People bring divisive topics into the workplace. Everyone has a different opinion on today’s news and current events, which can excite some and alienate others. Below are key strategies that employers can implement to manage potential conflicts and foster a positive work environment.

Create clear policies

Tempering controversial topics and cultural discussions is done with clear policies that outline acceptable behaviors. These policies should cover physical and virtual workspaces, specifying topics and content that are appropriate for work. What may seem like neutral items, like photos or trinkets seen on a video call, can sometimes stir controversy if they carry controversial associations.

Policies need to clearly state what is considered controversial cultural discussions and what is acceptable to address in the office or post on social media. Exceptions may be needed for discussions protected under the National Labor Relations Act, such as employees discussing wages. Removing vagueness helps set clear expectations and avoid misunderstandings.

It’s critical for leadership to follow the policies they developed. By their own actions, leadership can show the importance of staying neutral and professional at work. This sets a standard others can follow, resulting in a more focused and cohesive workplace. Conversely, if leaders openly discuss hot topics, employees may feel encouraged to do the same, creating undue tension among team members.

Remember clients and customers

Clients and customers likely have different opinions than your business leaders. Avoiding divisive topics and discussions helps bolster good working relationships with clients and customers who most certainly have a wide range of cultural views.

Everyone within the company, from the top down, should focus on the company's core mission. This laser focus will help maintain client relationships.

Strengthen mission and values

Most things today can become politicized, so it can be beneficial to take a close look at the company’s mission statement and values. It’s important to ensure these statements continue to reflect the company’s commitment to positive contributions for the broader community, clients, and employees. No matter the size of the company, the mission and values should provide a unifying purpose that can help buffer the workplace from tensions.

In today’s complex cultural landscape, it is important to create a culture of respect, neutrality, and complete focus on the company’s mission.

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Jill Chapman is a director of early talent programs with Insperity, a leading provider of human resources and business performance solutions.

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