A custom CRM that takes a studio from first call to signed proposal

We traced a deal from the first conversation to a signature and found that almost every decision hangs on the proposal: when it is drafted, when it is sent, when the client reads it and when they decide. So the proposal became the centre of the data model, with clients, deals, tasks and finance all connected to it.

We also listed the questions the founders ask every week and designed each screen to answer one of them at a glance.

Two constraints shaped everything else. The studio quotes in both US dollars and Saudi riyals, so money had to be stored and reported per currency without ever mixing them. And most proposals are written in Arabic and English, so both languages had to live inside the same record rather than as separate files.

The Overview greets each person by name and leads with signals rather than charts: a client is reading a proposal now, three deals are awaiting a decision, two drafts are ready to send. Tiles for awaiting decisions, unsent drafts, revenue won this year and team activity sit below, followed by a Needs attention list, personal tasks and the latest proposals and accounts.

The product has a calm identity of its own, with a deep navy sidebar, generous white space and clear figures, and the studio's Arabic line, نبتكر .. نرتقي, at the foot of the navigation.

Navigation stays in a single collapsible sidebar, split into Workspace for daily work and Manage for administration, so the most used screens are always one click away and the interface gets out of the way on smaller laptops.

Deals move across a board of stages, New lead, Qualified, Proposal and Negotiation, each with a plain-language definition and a likelihood of 10%, 25%, 50% and 75%. Multiplying every open deal by its stage likelihood gives a weighted forecast the team can trust, shown beside open pipeline, won value and win rate.

The board switches to a list view, and filters separate the whole team's deals from your own.

Each stage carries a short description written for the team, such as a first conversation nobody has checked yet, or a real need with a budget and someone who can say yes, so everyone moves deals by the same rules and the forecast stays honest.

Every document the studio issues lives in Proposals with its own reference number, its languages, the client, the services involved and its value. Statuses run from Draft to Sent, In review, Accepted and Rejected, and the list shows when each proposal was last updated and when, and by whom, it was opened.

Proposals are built from the Services catalogue and the Team profiles, so the scope, the descriptions and the people put forward stay consistent from one proposal to the next. A proposal can be opened, edited, duplicated or moved at any time.

The open record changes how the team follows up. Instead of sending a reminder on a fixed schedule, they can call while the client is still reading, or wait when a proposal has not been opened yet and the problem is reaching the right person.

Finance shows every figure in one currency at a time, US dollars or Saudi riyals, over three, six or twelve months, year to date or all time: revenue won, open pipeline, win rate, average won deal, weighted forecast, value expected in ninety days, proposals out and the average sales cycle, with charts for monthly revenue, pipeline by stage, a six-month forecast and won versus lost. Everything exports to CSV, so the numbers can go straight into accounting or a board update without retyping.

Tasks track follow-ups as overdue, due today, upcoming and done this week, for you or for everyone. Services, Team and Users let the founders manage the catalogue, the people who appear in proposals and who can sign in, using Inorva Google accounts or email and password.