Penmaen Software - Proposal v1
Documentdraft Penmaen Software · proposal · draft · 28 Feb 2025
Internal draft proposal by Tom Ashdown for a Growth expansion priced at £4,500 a year, with a deal amount of £1,319. Marked not yet shared with the customer; price and scope are unconfirmed open points.
What it says
What this says
As at Fri 9 Oct 2026Internal draft proposal by Tom Ashdown for a Growth expansion priced at £4,500 a year, with a deal amount of £1,319. Marked not yet shared with the customer; price and scope are unconfirmed open points.
What it is: an internal draft proposal dated 28 Feb 2025, "Draft for internal review. Not yet shared with the customer." It sits under the existing agreement and order form, on the Growth tier.
Commits: nothing. It states an annual expansion price of £4,500 and a deal amount of £1,319, and cites existing contracted annual recurring revenue of £40k with 40 licensed users. No service levels are stated beyond "the same service levels".
Unusual: the deal amount of £1,319 is lower than the annual price of £4,500, and the text does not explain the gap.
Not settled: the open points include confirming price against the current price book, who would be added, and whether to co-term with the main subscription ending 24 Jul 2025. The document does not show that a final proposal or order form followed.
As found in this document
As at Fri 9 Oct 2026- Date end24 Jul 2025Source: the AI read of this record
- Price£4,500Source: the AI read of this record
- Annual price of the expansion£4,500Source: the AI read of this record
- Deal amount£1,319Source: the AI read of this record
- Service levelsthe same service levels and the same included featuresSource: the AI read of this record
- BillingBilling follows the existing arrangement and the usual payment terms.Source: the AI read of this record
The document
Body
Penmaen Software - Proposal v1
Draft for internal review. Not yet shared with the customer.
| Prepared for | Penmaen Software |
| Prepared by | Tom Ashdown, Account Executive, BG-Demo |
| Customer success manager | Marcus Bell |
| Date | 28 Feb 2025 |
| Type | Expansion of the existing Growth subscription |
1. Context
Penmaen Software has been a BG-Demo customer since 25 Jul 2024. The Cardiff team builds booking and membership software for gyms and leisure centres, and chose the Growth tier so that customer success could read tickets, renewals and usage per leisure operator in one place.
The current subscription is contracted at £40k a year of annual recurring revenue, with 40 licensed users, and runs to 24 Jul 2025. Payments are up to date and there are no overdue invoices.
Usage has grown over the last quarter. Active users are up on the quarter before, and the team is asking the brain more questions than when it went live. Support has been light: a handful of tickets in the last month, one of them high priority, and nothing that has been left open.
2. What we propose
Read the whole document (3,073 characters)
We propose an expansion of the Growth subscription, sitting under the existing agreement and the existing order form. It would stay on the Growth tier, with the same service levels and the same included features, including the dashboards builder and quarterly business reviews.
The point of the expansion is to let more of the customer success team work from the brain, in the way the first group already does, rather than going back to separate systems for tickets and renewals.
3. Commercials
| Item | Value |
|---|---|
| Tier | Growth |
| Deal type | Expansion |
| Annual price of the expansion | £4,500 |
| Deal amount | £1,319 |
| Existing contracted annual recurring revenue | £40k |
| Licensed users today | 40 |
The deal amount is the total value of this expansion deal as it will be booked. The annual price is what the expansion is worth on a yearly basis. Both sit alongside the existing subscription and do not replace it. Billing follows the existing arrangement and the usual payment terms.
4. Open points
These need settling before the proposal goes to the customer:
- Confirm with Marcus Bell what the team has said about who would be added, so the scope in section 2 matches what they actually want.
- Confirm the price and deal amount against the current price book before anything is quoted. I will check these rather than rely on memory.
- Decide whether the expansion should be co-termed with the main subscription, which ends on 24 Jul 2025, or start separately.
- Check there is nothing outstanding on the one high priority ticket that we should mention.
5. Next steps
- Tom Ashdown to review the open points above with Marcus Bell this week.
- Tom to turn this draft into a final proposal and send it to the customer.
- Let's get something in the diary with the customer to walk through it, then move to an order form once they are happy.
Leave that with me.
Tom Ashdown Account Executive, BG-Demo
Unusual terms
As at Fri 9 Oct 2026- deal amount lower than annual price
- co-terming with main subscription undecided