Most b2c companies are busy on making their service great. Delightful, easy to use, cutting edge etc.
Thus, most of the efforts of a startup are concentrated in "the app".
However, as a company scales (Or plans to scale), the backoffice becomes more and more essential to the company's ability to face the growing stream of clients.
Most companies address those issues too late.
Remember to shift your focus at the right point, or else your team will be putting out fires and not scaling your company.
App = Sell, Backoffice = Scale.
