A couple of points all focused on small business.  If you are a tech startup then do not listen to any of this and innovate to outgrow any single platform (web and native).

1.  Small business should focus on the web plain and simple.  On the budget of a small business you get more visibility on more platforms and your buck will go a longer way.  Web standards will outlast most of the app apis and will not require the continuous work to get a new native app out. 

2.  A small business is unlikely to even know what their target platform is.  The decision will most likely come from owner/operator based on their personal device more than on the market numbers.  SMB owners should really understand what a native app would give them other than the cool factor.  If they are counting on additional business it is highly unlikely to succeed.  There is a *very* good change your app will only get a few downloads and you will have wasted your  money.

3.  Which brings me to my next point.  Customer support should be front and center - especially for a small business.  This is what people expect and want and is probably the driving factor for most small businesses.  The reason why small businesses are chosen is because they are real, able to be reached and give personalized solutions to problems.  If you forget that, then forget about doing an app.

4.  If there is a reason why you *need* a native app, you will be able to leverage your web content and only build out the extra features on the native platform.  It is very simple to embedded a web browser into a native app and build around it, the users won't know the difference, you have greater reuse, less lock-in and more options if you need react or update your app.

Why you shouldn't do something as a small business in the native app space goes on and on.  First and foremost is understanding why you need a native app and going forward based on that understanding (and hopefully some measureable goals).  If you do have the money to waste, I am sure there are lots of people on the list who would gladly take your money to give you an app, when what you really need is a business.  To go even a step further, do you even need a mobile presence? 

Alex