Synonym for table stakes in a business context?

I dislike 'table stakes' to describe the bare essentials. Looking for a better way to describe it. For example:

Email and SaaS applications are just table stakes. Custom enterprise software gives your business a sustainable competitive advantage

Any ideas?

How about cost of entry?

Macmillan:

cost of entry: the cost of beginning to trade in a particular market for the first time

Your example:

Being able to provide email and SaaS applications is just the cost of entry. Custom enterprise software gives your business a sustainable competitive advantage.

points of parity is another way of stating it, however, it's longer. Also depends on your audience and if they're aware of the term.