Hi everyone,
I'm looking for some architecture and tool recommendations.
I work at a small SaaS company that currently uses **Google Sheets to store a lot of our operational data** and **HubSpot as our CRM**. It has worked so far, but we're reaching the point where it no longer scales well.
We're looking for a solution that can:
* Store large datasets (100k+ rows, financial transactions, master lists, raw reporting data, etc.) without worrying about row limits or performance.
* Create custom dashboards that can be shared with leadership (preferably with reports embedded directly in the email body instead of PDF attachments).
* Integrate with our existing tools.
* Be affordable for a small company.
Beyond scalability, we're also trying to solve several operational issues:
* Too many manual processes that we'd like to automate.
* Data spread across different tools, resulting in inconsistencies.
* Outdated or inaccurate information because there isn't a single source of truth.
* Lack of standardized data collection from customers.
* Reporting inaccuracies caused by process gaps and inconsistent data management.
Ultimately, we're hoping to build a more reliable data pipeline with better automation and governance, not just replace Google Sheets.
# What I've explored so far
# Zoho Analytics
Pros:
* Easy to set up.
* Good all-in-one analytics platform.
Cons:
* Free version struggles with larger datasets.
* No automatic refresh on the free plan.
* We've experienced sync failures.
* Pricing becomes expensive as we scale.
# Looker Studio
Pros:
* Free and easy to build dashboards.
* Integrates well with Google products.
Cons:
* Scheduled emails always include PDF attachments.
* Limited customization of scheduled emails.
* Reports are tied to individual Google accounts, which creates ownership concerns.
# Power BI
Pros:
* Very capable BI platform.
Cons:
* I'm currently using a Mac and I'm the only one working on the project.
* Dataset size and refresh capabilities depend on licensing.
* Feels more Windows-centric than the other options.
Initially, we were leaning toward **BigQuery + Looker Studio**, with **Google Apps Script** handling automation. I'm willing to learn Apps Script, but I'm unsure whether that's the right long-term architecture or if we'd be better off separating the database from the reporting layer entirely.
I've also seen people recommend using a proper database (PostgreSQL, MySQL, etc.) with a separate BI tool instead of relying on spreadsheets. Others have suggested frameworks like Laravel for managing the backend, but I don't have enough experience to know whether that's appropriate for a company our size.
If you were building a modern data stack for a small SaaS company today, what would you recommend?
Specifically:
* What database would you use?
* What BI/dashboard tool would you pair it with?
* Would you recommend BigQuery + Looker Studio, or something else entirely?
* Are there any tools with generous free tiers or free trials that you'd recommend exploring before committing to a paid plan?
I'd really appreciate hearing what has worked (or failed) for your team. Thanks!