Data model
Custom object, or a property group?
The thing you are tracking either fits on a record people already open, or it deserves its own object with a labeled link.
Property
One value on a record people already open. Name it so a stranger can tell what it means. A pile of fields is not a model.
Object
A subscription, a location, a project. It associates to companies. It is not a group of properties pretending to be a thing.
Association
Label the relationship. Billing contact and user are not the same line. An unlabeled link cannot answer a report.
Start here
- The question a report must answer
- The record people already open
- The label on the link between them
Leave this out
- A property for every idea from the workshop
- A custom object because the menu offered one
- A formula standing in for a missing association