This paper attempts to investigate the specific requirements and success factors for a successful implementation of a supply chain logic in SMEs that experience the transition from a startup to a growth stage. The study adopts an exploratory approach, by comparing two distinct groups of French SMEs, characterized by their activity profile: manufacturing or distribution. The qualitative analysis of secondary and primary data indicates the importance of a reverse logic in the implementation of the supply chain approach, centered on the specific requirements of customers, and the need to integrate the various firm operations, functions and partners into a seamless value-added chain, coordinated at managerial level.