One operating system that runs every order, from first call to installed.
Challenge
A CRM doing a job it was never built for
Casa Blui sells luxury home spas: saunas, spas, cold plunges, and fire pits. These are high-value products, and getting one from an interested customer to an installed, happy one takes a long chain of coordinated steps. For years, all of it ran through HubSpot.
A CRM is built to move a deal from interested to closed. Casa Blui was using theirs to manage everything that happens after that too. A customer calls, they order on Shopify, and then the real work starts: check inventory, figure out which unit fulfills the order, and match it to where the customer actually lives. Is the right SKU in the southeast warehouse, the southwest, the northeast? If the order comes from Los Angeles and the unit sits in the southeast, someone has to plan the tracking and the timeline to move it across the country.
The hardest orders were the custom ones. A customized unit gets built overseas, which is its own project to manage, then shipped into the US, routed to the right warehouse, and finally installed by an internal or third-party team somewhere across the country. If anything faulted on install, and it rarely did, it had to be logged and the customer taken care of. None of that fits inside a sales pipeline, and HubSpot was never designed to hold that many intermixing logistical and operational data points.
Casa Blui on the problem
"Our sales process overall was manual, time consuming, slow, and complicated with so many disjointed tools."
Andrei Newman, CEO, Casa Blui
Solution
A custom business operating system, from interest to installed
Data architecture and a relational source of truth
We started with the data. Before any automation could help, Casa Blui needed one place where an order, its SKU, its warehouse, its shipment, its installation, and its customer all lived and updated together. We designed the data architecture and built it as a relational database in Airtable, modeled around how the business actually moves a product from a first phone call to a finished install.
That gave every team the same picture. Sales could see where an order stood. Operations could see which warehouse held the right unit and what it would take to reach the customer. Anyone managing a custom build overseas could track it as its own project, then hand it cleanly to shipping, warehousing, and install.
Automations that move the work forward
On top of the data layer, we built the automations that keep an order moving. They handle the operational handoffs, route each order to the right warehouse and SKU by region, generate the tracking and timelines for cross-country shipments, and keep the customer informed by email and SMS at each step. The work that used to depend on someone remembering it now happens on its own.
When a unit needs customizing overseas, the system manages that build as a project and tracks the shipment back into the US. When it's time to install, the right internal or third-party team gets scheduled, and if anything faults, it's logged and the customer-success follow-up starts right away.
Casa Blui on the system Catalytics built
"Our internal operations has so many moving pieces, having one place to visualize and manage everything has been a game changer."
Andrei Newman, CEO, Casa Blui
Results
One source of truth, and a team that runs twice as efficiently
Airtable became the operational source of truth for the whole business. Orders, inventory, logistics, custom builds, installations, and customer issues all live in one system that updates as the work happens, instead of being scattered across a CRM, a store, spreadsheets, and inboxes.
With the operating system in place, the team runs about twice as efficiently on the same work, and orders stopped slipping through the cracks. Nothing waits on one person to remember the next step, because the system holds the state of every order and keeps it moving from interest to installed customer.
As Casa Blui grows, the system grows with it. Adding a new product line or a new region means extending the structure that already exists, not inventing a new manual process from scratch.
- Airtable is the single source of truth for orders, inventory, logistics, custom builds, and installations
- Region-based routing sends every order to the right warehouse and SKU automatically
- Cross-country and overseas shipments tracked end to end, with timelines the whole team can see
- Customers kept informed by automated email and SMS from first call to install
- Custom builds managed as their own projects, from overseas production to US delivery
- Install scheduling and fault logging built in, so customer success starts the moment it's needed
Casa Blui on the results
"We have better visibility, faster follow ups, and faster sales cycles, all thanks to Catalytics...can't recommend them enough."
Andrei Newman, CEO, Casa Blui
Let’s get to work
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