How to build
How to build a CRM: what to include in version one
Oluwole Olarewaju
CEO, 24 Design Co. · · 4 min read
In this guide
A CRM, or customer relationship management system, records who your customers are, what you have discussed and what happens next. Before you build one, ask whether an off-the-shelf tool already does the job. If it does not, version one should be small: contacts, a simple pipeline, tasks and reports. This guide helps you decide, and shows what to include first.
Off-the-shelf or custom?
Do not build a CRM just because you can. Many good tools exist. Compare the options honestly.
| Situation | Usually the better choice |
|---|---|
| A standard sales process and a small team | Off-the-shelf |
| A workflow unique to your industry | Custom |
| You must connect closely to your own systems | Custom, or off-the-shelf with a custom integration |
| You want to own the product, or sell it to others | Custom |
| You need it working next week | Off-the-shelf |
| Your data has unusual structure, such as farms, properties or cases | Custom |
A hybrid is common: use a standard tool for most things and build only the parts that are special to you.
Must-have features for version one
| Feature | Why it matters |
|---|---|
| Contact and company records | The heart of any CRM |
| A deal or opportunity pipeline with clear stages | Shows where every opportunity stands |
| An activity log for calls, meetings and notes | A shared memory of every conversation |
| Tasks and reminders | Makes sure follow-ups happen |
| Search and filters | People must find records quickly |
| Roles and permissions | Controls who sees and edits what |
| Import and export with spreadsheets | Moves your existing data in and out |
| Basic reports | Pipeline value, activity and conversion |
| An audit trail | Shows who changed what, and when |
Integrations that matter
- Email and calendar
- Website forms that create leads automatically
- WhatsApp or SMS, where your customers prefer them
- Accounting and payments
Start with the one or two that remove the most manual work, and add the rest later.
Features to leave for later
- Marketing automation and email sequences
- AI summaries and suggestions
- Advanced analytics and forecasting
- A customer portal
- A dedicated mobile app
- Multi-language and multi-currency support
Moving your data and getting people to use it
Most CRM projects fail because people do not use the system, not because of the code. Plan for this from the start:
- Clean your existing spreadsheets before importing them.
- Involve the people who will use the CRM in the design.
- Keep the screens and the number of required fields to a minimum.
- Train the team, and make one person responsible for adoption.
- Review how the CRM is used after the first month, and simplify what is not working.
Security and privacy
A CRM holds personal information about customers and prospects. Use roles and permissions, backups, secure hosting and encryption, collect only what you need, and follow data protection law. Make sure you know where the data is stored and how you can export or delete it.
How to build it, step by step
- Write down how your team sells today, including every spreadsheet and message app involved.
- Check the off-the-shelf options against your must-have list.
- Run a Discovery Sprint if custom is the better choice, to design the screens and get a fixed quote.
- Build the smallest useful version: contacts, pipeline, activities and tasks.
- Pilot with a small team for a few weeks.
- Improve based on use, then add integrations and reports.
How much does it cost?
A focused custom CRM sits in the lean to standard MVP range. The price depends on the number of user roles, the amount of customization, the integrations, the data to be imported and the reports you need. Our guide to the cost of building an app in Nigeria explains each factor, and a Discovery Sprint gives you a fixed quote.
Common mistakes
- Building a custom CRM when a standard tool would do
- Including every possible field and feature in version one
- Skipping data cleaning
- Forgetting training and adoption
- Ignoring security and access control
Frequently asked questions
How long does it take to build a CRM? A focused MVP typically takes 8 to 12 weeks. A fixed quote after discovery confirms the timeline.
Can I start with a spreadsheet? Yes, for a very small team. Move to a CRM when duplicates, lost follow-ups or shared access become a problem.
Can a CRM be a web app only? Yes. A web app that works well on phones is often enough for version one. Add a mobile app later if you need one.
Do I need to integrate WhatsApp? If your customers use WhatsApp, it is often the most valuable integration. It should be planned during discovery.
Oluwole Olarewaju
CEO, 24 Design Co.
Leads every product from idea review to launch, and stays on as CTO partner.
More about Oluwole