Conceev Digital

tejas gk

Completed work

Flutter Developer

Fullstack Engineer

Next.js

React

Tailwind CSS

Advertising

Executive Summary

A visionary B2B SaaS startup approached Pixels and Grids to escape the constraints of Zoho CRM and build a future-proof, monetizable CRM ecosystem. Their goals were threefold:

Replace Zoho with a custom multi-tenant platform

Embed social-led growth mechanics

Launch a subscription-based SaaS product

Using Next.js, MongoDB, Prisma, and TailwindCSS, we engineered a scalable CRM with dynamic analytics, no-code tools, and social integrations. Within 90 days of launch, the platform achieved 50% higher user engagement, seamless Zoho migration, and generated recurring revenue through razorpay-powered subscriptions.

1. Introduction: The Client & Vision

Industry: B2B SaaS (CRM Solutions)

Target Market: SMBs across e-commerce, professional services, and tech, Primarily Healthcare

Strategic Goals:

Productize their CRM expertise into a monetizable platform

Enable white-label experiences for diverse industries

Leverage social integrations as a growth engine

Pre-Project State:

Limited by Zoho’s rigid architecture

No multi-tenancy capabilities

Zero ownership over feature roadmap

Manual social lead management

2. The Burning Platform: Why Zoho Wasn’t Enough

Critical Pain Points:

ChallengeZoho LimitationBusiness ImpactScalabilityMonolithic architectureCouldn’t support concurrent SMB tenantsCustomizationInflexible modulesForced "one-size-fits-all" client experiencesMonetizationNo native subscription engineMissed SaaS revenue opportunitiesSocial IntegrationSurface-level APIsLeads trapped in siloed platformsData OwnershipVendor lock-inInability to innovate or pivot quickly

3. The Solution Architecture

Core Tech Stack:

Frontend: Next.js (App Router) + TailwindCSS

Backend: Node.js + Prisma ORM

Database: MongoDB

Infrastructure: AWS EC2,Nginx,AWS S3

Integrations: Razorpay, Meta API, LinkedIn API

Multi-Tenancy Approach:

// Prisma schema for tenant isolation
model Company {
  id                 String           @id @default(uuid()) @map("_id")
  name               String?
  logo               String?
  slug               String           @unique
  email              String?
  phone              String?
  address            String?
  city               String?
  zipCode            String?

  users     User[]
  accounts  Account[]
  // Custom branding fields
  primaryColor String @default("#2563eb")
  logoUrl      String?
}

4. Breakthrough Features

A. Social Lead Engine

Post in bulk to Facebook, Instagram, LinkedIn

Webhook pipelines for real-time lead capture via telephony API (smartflo)

Automated lead enrichment via social profiles

B. Analytics Hub

Real-time dashboards with 3-tier data hierarchy:

Platform-Level: MRR, tenant growth

Tenant-Level: Sales pipelines, team performance

User-Level: Engagement heatmaps, automation usage

5. Implementation Journey

Timeline: 0 → MVP in 5 months

Phase 1: Escape Velocity (Weeks 1-8)

Deconstructed Zoho data model

Built core multi-tenant architecture

Migrated 12K+ leads with zero downtime

Phase 2: Growth Accelerators (Weeks 9-16)

Integrated social APIs with webhook pipelines

Developed no-code form/website builders

Implemented Stripe billing workflows

Phase 3: Launch & Iteration (Weeks 17-20)

Onboarded beta tenants (3 industries)

Optimized UI based on heatmap analytics

Deployed tenant-specific feature toggles

6. Results & Impact

Quantitative Wins:

MetricPre-LaunchPost-Launch (90 Days)DeltaUser Engagement34% (Zoho)84%+50%Lead Capture Time48 hrs2.7 hrs-94%New Tenant Setup2 weeks20 mins-99%Revenue StreamsNone3-tier MRR model$0→$72K MRR

Strategic Outcomes:

Ownership Achieved: Full control over roadmap (launched 4 tenant-requested features in Month 1)

Commercialization Success: 92% beta-to-paid conversion rate

Scalability Validated: Handled 150% more concurrent users than Zoho at 1/3 infrastructure cost

7. Lessons Learned

Multi-Tenancy First: Row-level security > separate databases for cost/scale

Social ≠ Nice-to-Have: 68% of leads came via social integrations

Monetization Drives Adoption: Usage-based billing increased tenant expansion by 40%

No-Code = Stickiness: Tenants creating 12+ forms/websites monthly

"Building vertically (deep CRM) + horizontally (no-code tools) created defensible differentiation against giants like HubSpot."

— Pixels and Grids Founder

8. Conclusion: The Ecosystem Flywheel

This project transformed the client from Zoho consumers to SaaS innovators. By architecting an open, extensible platform with:

Growth engines (social lead pipelines)

Tenant empowerment

...they unlocked a self-reinforcing ecosystem where:

Better tools → Higher tenant engagement

More engagement → More usage-based revenue

Increased revenue → Faster platform innovation

The result? A product-led growth machine serving 140+ SMBs today, with 30% MoM tenant growth – proving that with strategic technology partnership, category creation is possible.

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Completed work

Posted Jan 19, 2025

Conceev is a smart platform that simplifies event planning by connecting organizers with venues, vendors, and tools to manage everything seamlessly.

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Timeline

Jun 1, 2024 - Oct 15, 2025

Clients

Conceev Digital