Penmaen Software / BB-Demo – Proposal
Callcompleted
Penmaen Software · 2025-03-03 16:30
Tom Ashdown walked Cerys Llewellyn and CFO Huw Bevan through a £1,319 expansion under the Growth contract. Huw would not commit and wants a time-cost note and a usage report first. Adoption is well under the licensed users.
What was said
What this says
Current to 13 Oct 26Tom Ashdown walked Cerys Llewellyn and CFO Huw Bevan through a £1,319 expansion under the Growth contract. Huw would not commit and wants a time-cost note and a usage report first. Adoption is well under the licensed users.
What happened: Tom presented the expansion proposal on top of the existing Growth contract, with no change to the yearly fee. The £1,319 is the whole value of the deal, not an annual figure, and Tom said he would confirm it in writing.
Customer view: Cerys wants a wider view per operator so her team stops stitching data together by hand. Huw asked who is actually using it and what would be lost without the expansion, and said he could not say anything that day.
Commercial: Tom pencilled Tuesday 8 April 2025 as the expected close. The renewal date given on the call is 25 Jul 2025, with the contract ending 24 Jul 2025.
Watch: Active use is about nine or ten of forty licensed users, which Huw will weigh. Cerys's cost note and Marcus Bell's usage report decide whether the case holds.
Themes
Current to 9 Oct 26Theme
Growth expansion proposal
Importance
upsell
Sentiment
mixed
Voice
decision-maker
Who was there
BB-Demo
CRMmade from
Them
CRMmade from
Follow-up
Next steps
Current to 9 Oct 26- Cerys Llewellyn sends Huw a one-page note on time spent by the end of the week.
- Marcus Bell sends the usage report to Cerys and Huw.
- Tom Ashdown confirms the proposal figure in writing and books a catch-up before 8 Apr 2025.
Risks
Current to 9 Oct 26- Active use is about nine or ten against forty licensed users, which the CFO is probing.
- Huw Bevan made no commitment and wants evidence of value before deciding.
Opportunities
Current to 9 Oct 26- The £1,319 expansion would give Cerys a per-operator view that removes manual stitching.
- A clear time-saved note and usage report could build the value case ahead of the renewal.
Transcript
Tom Ashdown NoneHello, hello. Can you hear me alright?
Cerys Llewellyn NoneLoud and clear. Good afternoon, Tom.- Tom Ashdown NoneAfternoon. Is Huw joining us or is he still tied up?
Huw Bevan NoneI'm here, sorry, I was just finding the mute button. Good afternoon both.- Tom Ashdown NoneNo drama. How's the week treating you? Mondays are always a bit of a slog, aren't they.
- Cerys Llewellyn NoneBusy. My team asked me this morning whether we could see which leisure operators have gone quiet before their renewal comes round, which is rather why I wanted this call.
- Huw Bevan NoneBefore we start, can I ask where adoption has got to? Who is actually using it, at the moment?
- Tom Ashdown NoneFair question, and Marcus has been sending me the numbers. You've got forty licensed users on Growth, and what we're seeing is somewhere around nine or ten people active in a typical month. That's up quite a bit on the last quarter.
- Cerys Llewellyn NoneAnd that's mostly my team and the account managers. Support are in there as well now, which is new since the autumn.
- Huw Bevan NoneSo well under the forty, then.
- Tom Ashdown NoneWell under, yes. I won't dress it up. But it's the direction that matters to me, and it's going the right way. People aren't drifting off, they're turning up.
- Cerys Llewellyn NoneCan I add something there? I've seen this work before. The first people in are the ones who ask a question a day, and then they tell the person sat next to them. That's what's happening here.
- Huw Bevan NoneMm. Go on, Tom, what are we actually here to look at today?
- Tom Ashdown NoneRight, so the proposal. You'll have had the document last week. It's an expansion on top of what you already have, so it sits under the same Growth contract, same order form, nothing new to negotiate on the main terms. Let me get it up on screen so we're all looking at the same thing.
- Cerys Llewellyn NoneTake your time. I've got it open in another window anyway.
- Tom Ashdown NoneLovely. So the existing contract is thirty-nine thousand six hundred pounds a year, and that's what you've been invoiced and what's on the order form, so those two line up, which is always nice. The expansion is separate from that.
- Huw Bevan NoneAnd what does the expansion cost? I'd like to hear it said plainly.
- Tom Ashdown NoneI'll confirm it in writing before anyone relies on it, but my note says £1,319 in total for the expansion. That's the whole value of the deal, not an annual figure, and I don't want it mixed up with the thirty-nine six.
- Huw Bevan NoneUnderstood. So it's not a rise in the yearly fee.
- Tom Ashdown NoneNot as I've written it, no. The yearly subscription stays where it is until the renewal conversation in the summer.
- Cerys Llewellyn NoneWhich is the twenty-fifth of July, if I've got that right. The contract runs to the day before.
- Tom Ashdown NoneThat's it. Contract ends 24 Jul 2025 and the renewal date is 25 Jul 2025. Marcus will pick that up with you nearer the time, he looks after the renewal notice.
- Huw Bevan NoneLet's not rush into anything. I'd like to understand what we would lose if we didn't take the expansion.
- Tom Ashdown NoneHonestly? Nothing breaks. You carry on as you are. What you'd lose is the bit Cerys has been asking for, which is a wider view per operator without her team having to stitch it together.
- Cerys Llewellyn NoneRight, and that's the nub of it. At the moment I still have two people spending a chunk of Friday pulling ticket counts and renewal dates into one sheet. I'd like that time back.
- Huw Bevan NoneTwo people. And what is that costing us, roughly?
- Cerys Llewellyn NoneI couldn't give you a number off the top of my head, Huw, I'd rather work it out properly and send it to you than guess. But it's a good part of a day a week between them.
- Huw Bevan NonePlease do. That would help me more than anything in the proposal.
- Tom Ashdown NoneThat's a good shout. If Cerys sends you that, and Marcus sends the usage report, you've got both halves of the case in one place.
- Cerys Llewellyn NoneWhich customers are at the edge, that's what my team keeps asking. Tickets, usage, renewal date, all next to each other. I don't want to find out in the last month that an operator has gone quiet.
- Tom Ashdown NoneAnd you've had a few tickets recently, haven't you? I saw three come through this month, one of them marked high priority.
- Cerys Llewellyn NoneYes, the high one was a sync that stalled over a weekend. It was sorted by the Tuesday and the team were fine about it.
- Tom Ashdown NoneGood. I'll keep out of the detail of that, Marcus has it, but I'm glad it didn't leave a mark.
- Huw Bevan NoneIs there anything outstanding on invoices? I don't want a surprise from your finance team.
- Tom Ashdown NoneNothing overdue on our side. You've been very good on that, to be fair, always on time.
- Huw Bevan NoneGood. I'd rather keep it that way.
- Cerys Llewellyn NoneSo where does that leave timing? You mentioned a close date in the document.
- Tom Ashdown NoneI've pencilled Tuesday 8 April 2025 as the expected close, but that's just so it's in the diary. It moves if you need it to. Let's get something in the diary for a catch-up before then, though, so it doesn't sneak up on us.
- Huw Bevan NoneThat seems sensible. I'll want to see Cerys's note and the usage report first. I won't be in a position to say anything today.
- Tom Ashdown NoneNo, and I wouldn't ask you to. Nobody's pushing.
- Cerys Llewellyn NoneI'll get my note to you by the end of the week, Huw. Let's start with the team who'll use it, and I'll put it in their terms.
- Huw Bevan NoneThank you. Short, if you can.
- Cerys Llewellyn NoneAlways. One page.
- Tom Ashdown NoneRight, so let me say it back. Cerys sends Huw the one pager on time spent. Marcus sends the usage report to the both of you. I'll send the proposal figure in writing so it's confirmed, and we find a slot in the diary before the eighth of April. Leave that with me.
- Huw Bevan NoneThat's what I have too.
- Cerys Llewellyn NoneSame. Thanks, Tom.
- Tom Ashdown NoneCheers both. Enjoy what's left of the afternoon. Speak soon.
- Huw Bevan NoneGoodbye, both.
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