Designing the outbound CRM for the founders who are the sales team.
IndieFlow is an outbound sales CRM for solo founders. Every CRM I tried assumed a sales team, so I started designing the one I wished existed. v1 prototyped the shape on Lovable. v2 is being built properly on Claude Code, in active development now.
Every CRM I tried assumed I had a sales team. I am the sales team.
Growing CoverTurn solo meant doing cold calling, cold email, DM outreach, follow-up sequences, and pipeline tracking myself. Every CRM I tried (HubSpot, Apollo, Pipedrive, Folk, Attio) assumed a sales team. None fit a one-person operation. So I started designing IndieFlow, the CRM I wished existed.
"A CRM where the operator and the closer are the same person."
Source, enrich, verify, send, track, book. Six steps, six tools, one product.
Existing outbound stacks live across half a dozen disconnected SaaS products. The IndieFlow design wires them together as one operational pipeline. Every lead moves through the same six steps. Every step is visible from the same dashboard.
Eight routes, six integrations. The product, built properly.
v1 on Lovable proved the shape end to end and surfaced the right wedge from real solo-founder users. v2 takes that learning into a real product: unified data model, mobile-first call interface, proper auth, webhook-first integrations. Three views below, each a real route in the active build. Everything you'll see is illustrative sample data.
Dashboard. Money and pipeline at a glance.
Pipeline. Every lead, every stage, every dollar.
Mobile. The call interface, designed for the pocket.
Building it for myself was step one. Putting it in front of other solo founders was step two.
Lovable lets you clone a project, so I gave a handful of solo founder friends their own working copy of v1 to run on their own outbound. We compared notes against my own daily use at CoverTurn.
The sharpest finding came from a founder who'd used HubSpot at his last company. He couldn't get past v1's rough UI, and that told me something I needed to hear: you can't out-polish HubSpot at v1, so v2 has to win on a different wedge entirely. Solo-first IA, speed, dogfooded automation. That decision is now driving the v2 architecture.
What v2 ships next.
The unified data model is live. Next: mobile-first call interface, webhook integrations on the source/enrich/send/book layer, and the dogfooded automation rules pulled from running CoverTurn's own outbound through v1.
The fastest way to design an operator tool is to be the operator.
Building IndieFlow for myself, then putting it in front of founders facing the same problem, made every product decision sharper. The Copy Gate, the contextual reply actions, the Hot Prospect rules. All came from frustration, not abstraction. v2 is in active development. The kind of operator tool that gets sharper the more hands it is in.
I'm Ishmael. London-born, Black British, designer who ships.
Seven years shipping client websites, the last two running CoverTurn, the studio I founded in 2024. Brand, interface, production code, deploy. I own delivery end to end.
Available for one embedded partner. One agency or product team, 20 hours a week, shipped under your brand. Also open to founding-designer and design-engineer roles.
Background: A View at Hampstead with Stormy Weather, John Constable, ca. 1830. Yale Center for British Art, Paul Mellon Collection. Public Domain · CC0.