Not every company needs an app in the store. A web app is often enough: it runs in the browser, can be added to the home screen and is updated without waiting for Apple or Google.
If the app needs deep access to the device, for example the camera, location, Bluetooth or reliable notifications, there is a lot to be said for a store app. We develop it from a shared codebase for iPhone and Android.
We make this decision with you at the start, not after half the budget has been spent. And before any coding begins, you get to see a clickable prototype.