Penmaen Software / BG-Demo – Renewal
Callcompleted
Penmaen Software · 7 May 2025 09:00
Renewal call on the Growth subscription. Active users are just under nine against forty licensed and slightly down. CFO Huw Bevan wants a written usage case with operators named before he decides.
What was said
What this says
As at Fri 9 Oct 2026Renewal call on the Growth subscription. Active users are just under nine against forty licensed and slightly down. CFO Huw Bevan wants a written usage case with operators named before he decides.
What happened: Marcus Bell showed usage, then Tom Ashdown covered the renewal. Huw Bevan said he would not decide on the call.
Customer view: Huw watches overheads per customer and needs a usage case he can put in front of himself. Cerys Llewellyn said losing the brain would send her team back to spreadsheets.
Commercial: Tom quoted the contract at £44k a year and the open renewal deal at £48k, and could not yet explain the difference. Dylan Price wants any change in price shown line by line.
Watch: Huw may cut users after seeing the breakdown by person, while Cerys wants the full count kept. Expected close is Monday 30 Jun 2025.
Themes
As at Fri 9 Oct 2026Theme
Renewal usage case
Importance
renewal
Sentiment
mixed
Voice
decision-maker
Who was there
BG-Demo
CRMmade from
Them
CRMmade from
Follow-up
Next steps
As at Fri 9 Oct 2026- Marcus Bell sends the usage summary and breakdown by person to Huw Bevan and Dylan Price by the end of the week.
- Cerys Llewellyn writes a one-page note naming the operators.
- Tom Ashdown sends renewal paperwork with each line explained so Dylan can check it against invoices.
Risks
As at Fri 9 Oct 2026- Active users are slightly down against forty licensed, and the CFO is weighing cost against use.
- The CFO may reduce the licence count, which would cut the Growth renewal value.
- The gap between the £44,100 contract and the £48,500 open deal is unexplained to the customer.
Opportunities
As at Fri 9 Oct 2026- The breakdown by person can show use spread across the team and not resting on one person.
- A written case naming the operators gives the CFO the evidence he asked for.
Transcript
Marcus BellMorning, everyone. Give me a second, I'm just going to share my screen. Can you see the usage page?
Cerys LlewellynMorning, Marcus. Yes, I can see it.
Huw BevanGood morning. Yes, visible.
Dylan PriceMorning. Mine's showing it too, just a bit slowly.
Tom AshdownMorning all. How's the week treating you? Dylan, you've got the year-end paperwork behind you now, haven't you?- Dylan PriceMostly, yes. There's always a tail of it. I'm glad it's no longer on my desk every evening.
- Cerys LlewellynMy team asked me this week whether the renewals view would carry on as it is, so I told them that's what today is for.
- Marcus BellThat's a good place to start, actually. What I want to cover is quick. First, how the brain's been used. Then the renewal itself, which Tom will take. Then next steps. Shall we go?
- Huw BevanYes. Can I begin with adoption? Who is actually using it?
- Marcus BellOf course. I've pulled the numbers. You have forty licensed users. On a typical day in the last month, just under nine people were active. That's a little down on the quarter before.
- Huw BevanDown.
- Marcus BellDown a bit, yes. I won't pretend otherwise. What I'd say is that there were no tickets at all in the last month, and nothing high priority, so it's not that people are stuck.
- Cerys LlewellynIf I can add, Huw. It was a quieter patch for the team. That happens. The same people are still asking the same kinds of questions. I've seen this pattern before, usage dips and then comes back once the next renewals cycle starts.
- Huw BevanI'd like it to be more than a pattern. Marcus, who is asking the questions? Is it mostly Cerys?
- Marcus BellIt's spread across the team more than that. Cerys is the biggest single user, as you'd expect, but it's not one person carrying it. I can send you the breakdown by person so you can see it for yourself.
- Huw BevanPlease. That is what I need to see.
- Marcus BellAnd the data side is healthy. Connectors are all loading, records are still coming in each night, nothing stale that I can see.
- Dylan PriceFrom my end, I've nothing overdue on your account at all, and what we've been invoiced matches the contract. I'd like that on the record.
- Tom AshdownThanks, Dylan. It's a tidy account, which helps everyone. Shall I pick up the renewal side?
- Huw BevanPlease do.
- Tom AshdownSo you're on Growth, contracted at £44,100 a year, and the contract runs to 24 Jul 2025, with the renewal date the day after, 25 Jul 2025. The renewal deal I've got open is showing as £48,500. Now, I'm going from the system there, so I'll confirm the breakdown in writing, because I don't want to quote you from memory.
- Huw BevanUnderstood. And what is the difference between those two numbers?
- Tom AshdownGood question, and I'd rather give you the proper answer than a guess. I'll set it out line by line in the paperwork so Dylan can check it against what's been invoiced.
- Dylan PriceYes, please. If there's a change in what we pay at renewal, I'd like to see where it comes from and when it starts.
- Tom AshdownAbsolutely. No drama, you'll have it clearly.
- Huw BevanI'll be honest with you both. Our overheads per customer are something I watch closely. Another year on this, I need a usage case I can put in front of myself. What would we lose if we did not renew?
- Cerys LlewellynI'll take that one. We'd lose the one place where tickets, renewals and usage per leisure operator sit together. Without it we're back to the spreadsheets, and my team would spend their week rebuilding what the brain gives us in a question.
- Huw BevanThat is a fair answer, but I'd like it written down, with the operators named.
- Cerys LlewellynI'll write it. A page, no more.
- Marcus BellAnd I can put the usage side next to it, so it's evidence rather than anyone's opinion. Shall we say I send that to Huw and Dylan by the end of this week?
- Huw BevanThat would be fine.
- Tom AshdownCan I ask, Huw, is there anything you'd want changed about how it works, rather than just what it costs? Any users you want to take off, say, with forty licensed?
- Huw BevanThat's a reasonable thing to ask. I don't know yet. Let's see the breakdown by person first, and then I'll know whether the number is right.
- Tom AshdownMakes sense. Leave that with me, and if the number is wrong we'll talk about it properly rather than just rolling it over.
- Cerys LlewellynCan I add one thing? I'd rather we keep the full licence count until the team's settled. Dropping it and having to come back is more hassle than it's worth.
- Huw BevanNoted, Cerys. Though cash is cash. Let's not rush it.
- Marcus BellTotally fair. I'd say that's a conversation for Tom and Huw once the numbers are in front of you. I'll stay out of the price side and just make sure the usage picture is right.
- Dylan PriceTiming question. When do you need a decision by? I'd rather not have this land in the last week before the contract ends.
- Tom AshdownI've got the expected close down as Monday 30 June 2025, which leaves a few weeks before the contract ends on 24 Jul 2025. That feels comfortable to me, but if you want it sooner, say.
- Dylan PriceEnd of June is fine. It gives me time to get it through our side.
- Huw BevanAnd I do not decide today, to be clear. I'll read what you send and come back to Tom.
- Tom AshdownCompletely understood. So let's get something in the diary. Marcus sends the usage summary and the breakdown by person by the end of this week. Cerys writes her page. I send the renewal paperwork with the lines explained. Then we all look at it.
- Cerys LlewellynGood. Diolch, all. I think that's a fair plan.
- Marcus BellThanks, everyone. I'll stop sharing. Happy to jump on a call with Huw separately if he wants to go through the numbers.
- Huw BevanI may take you up on that. Thank you.
- Tom AshdownCheers, all. Speak soon.
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