Fun to use, so robust for small businesses looking for efficiency
Value for Money
Ability to gather info from guys in the field and turn it into nice-looking reports for customers and actionable knowledge for the office.
When my business needed a form built and I was tired of waiting for programmers to build stuff for us that cost a lot of money and our time trying to explain to them what we needed, then wasn't quite right because they still don't really understand our business, I decided to build one myself. I then spent a lot of time looking at different products, and most of the ones that had the core functionality I needed (the ability to automatically create PDFs) were either too annoyingly simple and couldn't make the calculations I needed or they were so complex I would have to learn a lot of programming. Thank goodness I found Forms on Fire! It's the perfect middle ground that lets me do amazing things with a little work and playing around but takes care of the basics in the background.
They have a knowledge base that is great for getting started, but often doesn't show enough examples for me to quickly understand how to make their more advanced features work. And sometimes they go ahead and release new features (yay!) without fully debugging or writing up how to use or the bugs they've already found and are working on.