Custom software
When custom software creates a better business case than another tool
Custom software earns its place when it removes a persistent operational constraint, not simply because a team wants more features.
Start with the cost of the current workflow
Measure the rework, delay, error risk and missed opportunity created by the present process. The useful comparison is not custom software against a free spreadsheet; it is the cost of continuing with a workflow that has stopped scaling.
Choose the smallest valuable first version
A good first release handles the highest-friction path and produces a useful signal. It should make a real workflow easier while leaving room to learn before adding the rest of the platform.
Plan for ownership after launch
A business system needs clear access, documentation, monitoring and a way to improve. These decisions should be part of the scope, rather than an afterthought once the build is complete.