Configurable pipeline
Stages, required fields and win criteria are data, not code. Changing the sales process does not require a release.
01 — Starter website
CRM starter
A customer platform that starts complete and is then shaped around one team's actual sales motion — its stages, its handoffs, its definition of a good week.
Who it is for
Built for a particular kind of team.
- Teams that have outgrown a shared spreadsheet but do not want a large vendor suite
- Sales operations where the stages already have names everyone uses
- Businesses that need reporting their finance conversation can actually rely on
The challenge
What usually goes wrong here.
Most sales teams outgrow a spreadsheet long before they are ready for a large CRM suite. The suite arrives with stages, scoring rules and required fields that belong to somebody else's business, and the team quietly keeps working in the spreadsheet anyway.
The interesting problem is not storing deals. It is fitting the software to a sales motion that already works, so that recording the truth is faster than avoiding it.
How it works
How it actually feels to use.
The pipeline is the home screen, and its stages carry the team's own names. Moving a deal is a drag or a single keystroke, and every move writes a timestamped note without anyone being asked to fill in a form.
A contact record puts the last five interactions above the field list, because that is what someone reads before a call. Everything else — company, source, owner, custom fields — sits beneath it and stays out of the way.
Reporting answers three questions the team asks weekly: what is likely to close, what has gone quiet, and where deals are stalling. Anything beyond that is exportable rather than embedded.
Baseline capabilities
Already built, already working.
Contact and company records
Deduplicated records with a merge flow, ownership history and an activity timeline assembled from email, calls and notes.
Activity capture
Logging happens as a by-product of the work — moving a card, sending an email, completing a task — rather than as a separate chore.
Forecast and stall reporting
Weighted forecast, ageing report and a stalled-deal view, each exportable to CSV for the finance conversation.
Roles and visibility
Per-role field visibility, so a wider team can use the system without exposing commercial terms to everyone.
Typed integration surface
Webhooks and a typed REST layer, so the CRM can feed invoicing, support or a data warehouse later.
What we adapt
The part that becomes yours.
A practical starting point, adapted to your workflow, users, integrations, and growth stage.
Your stages, your language
Stage names, win criteria and required fields are set to match how the team already talks about a deal, before anyone is asked to use the system.
The reports you actually run
Every team measures a good week differently. The reporting views are the part we expect to build specifically for you rather than configure.
Permission shape
Who sees commercial terms, who can reassign an owner, and what a wider team is allowed to read, mapped to your actual roles.
Data migration
Import tooling written against your existing spreadsheet or system, run in parallel until both sides agree.
Configuration versus build
Stage names, required fields, scoring, permissions and the weekly digest are all configuration. The reports are the part we expect to build for you, because every team measures a good week differently.
Possible integrations
It has to fit what you already run.
These are the connections this starter is commonly asked for. Each one is scoped against the specific system you use — an integration is only real once we have seen the account it has to talk to.
- Email and calendar (Google Workspace, Microsoft 365)
- Invoicing and accounting systems
- Support desks and shared inboxes
- Data warehouses and BI tools
- Webhooks into anything with an HTTP endpoint
Stack rationale
Chosen for this problem, not for the CV.
- Next.js + TypeScript
- Server-rendered lists stay fast as record counts grow, and a shared type layer keeps the pipeline schema honest between client and server.
- PostgreSQL + Prisma
- Relational data with real constraints. Deals, contacts and activities need referential integrity far more than they need schema flexibility.
- Redis
- Caches the expensive aggregate views — forecast and ageing — so the dashboard stays instant without hammering the primary database.
- Background job runner
- Email sync, deduplication and digest sending belong off the request path, where a slow third-party API cannot block the interface.
Responsive views
The same interface at three scales.
Other starter websites
- HRM starterA people system that answers the three questions managers actually ask, without turning the team into a data-entry department.
- Editorial portfolioA portfolio that reads like a printed issue, where the work is the layout rather than a grid of thumbnails.
- Travel starterA destination site that sells the trip through story and detail, then makes the enquiry the easiest thing on the page.
- ERP starterAn operations layer that replaces the spreadsheet the business actually runs on — one module at a time.
Want a CRM shaped around your business?
Bring the process you use today, including the awkward parts. That is where the useful decisions come from.