Services with Integrated Software (SWiS)
The Future of Consulting
In the traditional SaaS world, companies needed to raise substantial capital—often millions —to assemble a team of top technical talent, develop a go-to-market strategy, and build a software product designed to solve a problem. After 1-2 years of focused building, these companies would launch and hope to achieve product-market fit. It was a high-stakes process that demanded a hefty investment, a lengthy timeline, and significant risk that was offset by VC dollars. The rewards for this risk were great, and the market reacted as such with loft acquisitions and IPOs to support these investments.
But today, there’s a new model transforming the landscape for consultants and service providers that I call Services with Integrated Software (SWIS). Instead of upfront funding and the gamble of a wide-market solution, SWIS allows businesses to start by solving a specific client’s pain point with high-touch services. Once the solution is proven effective, software can be developed to deliver it at scale—layering in technology as needed rather than from the start.
The SWIS Approach: Building for an Audience of One
SWIS works by turning the conventional process on its head. Instead of developing software in the hopes it will fit an imagined market, SWIS focuses on an audience of one—a single client with a specific need. Here’s how it unfolds:
Solve for a Single, Real Problem: Engage deeply with one client to understand and address their unique pain point. The goal is to provide an immediate solution that doesn’t rely on large-scale software right out of the gate. This is typically achieved through high-touch services, where the team can apply expertise directly to solve the client’s problem. At the end of the day this is simple consulting.
Develop Lean, Targeted Solutions: Once the service-based solution is validated, the next step is to develop lightweight software to support or automate parts of the process. Unlike traditional SaaS, where the software must meet the needs of thousands of users, this software is focused and built around what’s already working for the initial client.
Leverage AI and LLMs for Building and Scalability: The use of AI and large language models (LLMs) brings a new level of efficiency and build potential. As services evolve into software, these technologies can streamline processes, reduce human intervention, and make the software more adaptable to new clients. By leveraging AI, SWIS-based solutions not only scale effectively but also evolve organically with client feedback.
Expand from One to Many: After refining the solution with a single client, the software can then scale to serve additional clients with similar needs. With each iteration, SWIS allows for incremental improvements based on direct feedback, so the product evolves naturally without the guesswork of traditional SaaS.
From High Capital to High Efficiency: The SWIS Advantage
The SWIS model isn’t just a more cost-effective approach; it’s a smarter path to building products that truly fit the client’s needs. Traditional SaaS required substantial upfront capital, long timelines, and a strong go-to-market push to achieve scale. In contrast, SWIS enables companies to:
Generate Revenue from Services First: High-touch services create immediate value for the client and generate revenue that can be reinvested into software development. This creates a self-sustaining growth path that doesn’t depend on significant external funding.
Adapt Based on Real Needs: Because software is only developed after the solution is proven effective in a service-based environment, companies can be confident that the product addresses a real need. This minimizes the risk of misalignment with the market and maximizes the chances of achieving product-market fit.
Scale on Demand, Not Assumption: SWIS-driven software grows with the client base. Instead of aiming to fit a hypothetical market, it builds on the actual experiences of early clients, allowing it to evolve in line with market demand.
Services + Software = Durability.
My own consulting business, Graph Advisors, is executing this playbook today. I shared our Super Secret Master Plan recently which comes down to:
Build a consulting firm providing relentless service to clients
Build software to provide leverage to Graph and clients
Improve software, reduce costs, provide more leverage, scale to more customers
The Graph Advisors plan is to Go, Build, Scale. We are already on the Go, - serving incredible clients in the VC, Investor, and Startup markets. We have already started to build custom software and AI solutions to provide even more leverage. Soon we will scale products to serve the next N+1 customers.
We have adopted the SWIS approach in consulting today by providing fractional CFO and COO support for VCs and startups. By beginning with hands-on financial and operational solutions, we can deeply understand each client’s needs before introducing scalable software tools tailored to those needs.
The Future: A Shift Toward Efficiency and Leverage
SWIS embodies the future of consulting and service delivery. In a world where speed, precision, and adaptability are paramount, SWIS offers an efficient alternative to high-cost SaaS development. As more companies embrace AI, LLMs, and SWIS, they’ll gain the ability to scale sustainably, growing from an audience of one to an audience of many—turning high-touch service engagements into scalable, software-driven solutions.
The consulting and SaaS industries are at an inflection point. By adopting a SWIS approach, companies can address client pain points directly, building solutions that truly meet demand. SWIS empowers firms to leverage services as a springboard for software, creating a capital-efficient path to scale. For consultants, service providers, and clients alike, SWIS offers a way forward that’s not only agile and responsive but also primed for long-term success in a rapidly evolving landscape.