Lindqvarn Retail / BG-Demo – Proposal
Callcompleted
Lindqvarn Retail · 24 Mar 2025 10:15
Proposal call with the CFO Mats Eklund. Total deal value £129k including implementation. Mats wants the price split, a measured return and a security review before committing to a date.
What was said
What this says
As at Fri 9 Oct 2026Proposal call with the CFO Mats Eklund. Total deal value £129k including implementation. Mats wants the price split, a measured return and a security review before committing to a date.
What happened: Tom walked Karin and Mats through the Enterprise proposal, scope and commercial structure. The proposal total is £129k, all in, implementation included, not a yearly price.
Customer view: Mats wants the return measured, not narrated, and said he would not commit to a date today. He checks every supplier against the store investment plan and wants a clean renewal.
Commercial: Security review is a condition for Mats. Tom pencilled in 2 May 2025 as expected close, conditional on the review being under way, the return numbers and order form comments.
Watch: Karin is the single owner and offered to name a second person. The survey tool connector is not yet promised, and language support beyond Swedish is untested.
Themes
As at Fri 9 Oct 2026Theme
Enterprise proposal, CFO scrutiny
Importance
upsell
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- Tom Ashdown to send the proposal, the price split, the security review plan, the language note and the return template today.
- Karin Sjöberg to collect reconciliation hours and store wait times so Mats has numbers he trusts.
- Tom Ashdown to arrange a follow-up call in about a month, after Easter.
Risks
As at Fri 9 Oct 2026- Mats will not commit to a date until he has a measured return, so 2 May 2025 may slip.
- Security review is a stated condition and must start early.
- Survey tool connector and Norwegian, Danish and Finnish support are not yet confirmed.
Opportunities
As at Fri 9 Oct 2026- Enterprise tier covering the whole company, with security review support included.
- A clear second-year subscription view could build Mats's confidence at the first renewal.
Transcript
Tom AshdownHello, hello. Can you hear me alright? I've got the little bars moving on my side so I think we're live.
Karin SjöbergYes, good morning Tom. I can hear you well. How is everyone?- Tom AshdownNot bad at all, Karin, thanks. Bit of a grey Monday down here in London, but I've had my coffee so no drama. How was your weekend?
- Karin SjöbergQuiet. We had some snow flurries in Stockholm, very optimistic for March. Mats, are you there?
Mats EklundYes. Good morning. I have the agenda you sent. Walk through the proposal, scope, the commercial structure, then next steps. Is that still correct?- Tom AshdownThat's it exactly. I'll talk you through what we've put together, you stop me whenever something doesn't sit right, and we leave with a clear idea of what's left before you could sign.
- Karin SjöbergGood. I think we should anchor this on the original problem, so the stores, customer service and e-commerce are all looking at the same customer.
- Tom AshdownRight, and that's how I've built it. So the proposal is for the Enterprise tier, one brain across the whole company, running inside your own Snowflake account. Nothing leaves your environment, which I know matters to Mats and to your security folk.
- Mats EklundYes. Security review is a condition. I need to know when it happens and who from our side takes part.
- Tom AshdownFair. Enterprise includes support for the security review, so we'd send your team our documentation and answer the questionnaire, and a colleague of mine would sit in on any call they want. I'd rather that started early than late. Leave that with me and I'll get you a proposed order of events.
- Mats EklundGood.
- Karin SjöbergCan I ask about the sources? In the demo we saw the helpdesk and the e-commerce data. What about the store feedback? That is the part the store managers care about.
- Tom AshdownYeah, so that's the bit I wanted to spend a few minutes on. The proposal lists three groups of sources. Customer service tickets and chat from the helpdesk, the e-commerce orders and web activity, and the store feedback, which you said comes in through the survey tool and a shared mailbox. The survey tool is the one I want to check properly with your IT team, because I don't want to promise a connector until we've seen how it exports.
- Karin SjöbergThat makes sense. What do the stores say? I think they will want to ask in Swedish, Norwegian, Danish and Finnish. Is that possible?
- Tom AshdownGood question, and I'd be guessing if I gave you a firm answer on all four. What I can say is that you saw it handle Swedish in the demo on your own tickets. I'll have our solutions engineer write down exactly what's been tested and what hasn't, so you're not relying on my memory.
- Karin SjöbergThank you. Yes, I would like that in writing. Then I can show the store managers.
- Mats EklundTom. Money. What is the total?
- Tom AshdownStraight to it, lovely. So the proposal total comes to £129,000, and that's the all-in number for the deal, implementation included. I'll confirm the line by line split in the paperwork rather than reciting it from memory, but that's the figure on the proposal.
- Mats EklundAll in, including the implementation. Not a yearly price.
- Tom AshdownCorrect. It's the total value of the deal. The implementation is a one-off fixed fee and then there's the annual subscription on top of that structure. The order form will show the two parts separately so your finance team can see exactly what recurs.
- Mats EklundI will need that split. And next year?
- Tom AshdownNext year it's the subscription only, no implementation. And I'd say, Mats, if you want it, I'll set out what the second year looks like in the order form so there are no surprises at the first renewal.
- Mats EklundYes. I want that. I check every supplier against the store investment plan and the e-commerce budget. A clean renewal matters to me.
- Karin SjöbergMats and I discussed the business case last week. The return for us is mostly in time. Today the customer service team and the e-commerce team each build their own reports and they do not agree.
- Mats EklundWhat is the return, in numbers? I have the narrative. I need it measured.
- Karin SjöbergThat is fair. We can take the hours the analysts spend reconciling reports now, and the time the stores wait for answers. I can collect that with the team. Let us think about it together, Mats, so you have a number you trust.
- Mats EklundGood. Send me the numbers first, then we talk.
- Tom AshdownAnd I can help with that, Karin. We've got a simple template other customers have used for the before and after. It's nothing fancy, but it makes the case easier to follow for a finance person. I'll send it across today.
- Karin SjöbergYes please.
- Tom AshdownNow, rollout. Our approach is you don't switch on everything at once. We'd start with customer service and e-commerce, since those sources are in good shape, and bring in the store feedback in a second phase once the survey tool is sorted. My colleague Marcus Bell, who'd be your customer success manager, would work with Karin on who the first users are.
- Karin SjöbergI like that. Stores are busy, so they should see something useful the first time, not a half finished tool. Can the store managers be part of choosing the questions we ask first?
- Tom AshdownAbsolutely, and I'd push for that. The best accounts I've worked with pick a handful of real questions up front, things people ask every week, and we make sure the brain answers those well.
- Mats EklundWho from Lindqvarn owns this after signing?
- Karin SjöbergI will. And I would like us to agree a second person, so it does not depend on me alone.
- Tom AshdownThat's wise, honestly. Single owner is the thing that bites people later. Pop a name in when you've thought about it.
- Mats EklundOn timing. My understanding is you are aiming for 2 May 2025. Is that realistic from your side?
- Tom AshdownIt's what we've pencilled in as the expected close, yes. For me to say it's realistic, a few things need to line up. The security review has to be under way, you need the return numbers, and I need your comments on the order form. If those happen over the next couple of weeks then 2 May 2025 is fine. If they slip, I'd rather we say so now.
- Mats EklundUnderstood. I will not commit to a date today. I will look at the numbers.
- Karin SjöbergWe should not rush it. But I think we can make that date if the security people respond quickly.
- Tom AshdownNo rush from me, truly. Let's get something in the diary for a follow up once you've seen the paperwork. Would a short call in about a month suit you both, or is that too far?
- Karin SjöbergA month feels right. After Easter, perhaps. I will check with the stores' calendar.
- Mats EklundFine. Send the proposal and the split today, please.
- Tom AshdownWill do. So from me, the proposal document, the price split, the security review plan, the language note from our engineer and the template for the return. Anything I've missed?
- Karin SjöbergI think that is everything. Thank you Tom, this was clear.
- Tom AshdownBrilliant. Thanks both. Have a good week, and cheers.
- Mats EklundThank you. Goodbye.
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