Tech Stack
Build Stage | $0-1M ARR | 1-10 headcount
Main challenge: Proving the business works. Founder-led everything.
Tech Stack
Principle: Minimize complexity. Flexibility over features. Don't buy enterprise tools.
At Build stage, the goal isn't optimizing the tech stack — it's avoiding distraction by it.
| Category | Recommendation | Why This Stage | Common Mistake |
|---|---|---|---|
| CRM | HubSpot Free / Notion / Sheets | No budget, flexibility needed | Buying Salesforce too early |
| Marketing Automation | HubSpot Free / Mailchimp | Simple nurture only | Complex MAP setup |
| Enrichment | Clay (starter) / Manual research | Light enrichment for ICP validation | Buying ZoomInfo enterprise |
| Sales Engagement | Manual email / HubSpot sequences | Volume too low for dedicated SEP | Apollo/Outreach overkill |
| Customer Support | Email / Slack / Intercom | Direct founder access valued | Zendesk enterprise setup |
| Analytics | Built-in CRM reports / Sheets | Keep it simple | BI tool implementation |
| Call Recording | Fireflies / Otter (free tier) | Capture learnings from calls | Gong/Chorus enterprise |
CRM guidance:
- HubSpot Free — Best starting point. Upgrades to Starter when needed. Free CRM with contact/deal tracking.
- Notion/Airtable — If flexibility is preferred over traditional CRMs. Works until ~20 deals in pipeline.
- Sheets — Totally fine for first 10-20 customers. Don't overthink it.
When to upgrade from free tools:
- Hitting hard limits (HubSpot Free: 1M contacts, but limited email tracking)
- Need features that require paid tier (custom properties, workflows)
- Hiring and need onboarding structure
Starter tier pricing (when free isn't enough):
| Tool | Starter Price | Notes |
|---|---|---|
| HubSpot Starter | $20/user/mo (often 50%+ off first year) | Includes CRM + basic marketing/sales tools |
| Clay | $149/mo (2,000 credits) | For enrichment/prospecting; no CRM integrations at Starter |
What NOT to do:
- Don't sign annual contracts — needs will change in 6 months
- Don't buy "platform" tools (CPQ, CLM, CS Platform) — way too early
- Don't over-integrate — connections break and need maintenance