Penmaen Software / BG-Demo – Negotiation
Callcompleted
Penmaen Software · 27 Jun 2024 15:30
On the 27 Jun 2024 call, Penmaen's CFO Huw Bevan said he accepts the £52k proposal figure if he can see a use case. He wants the split, a quarterly option and a one-page value case before signing.
What was said
What this says
As at Fri 9 Oct 2026On the 27 Jun 2024 call, Penmaen's CFO Huw Bevan said he accepts the £52k proposal figure if he can see a use case. He wants the split, a quarterly option and a one-page value case before signing.
What happened: Negotiation on the Growth proposal, with Owen Tallis joining Tom Ashdown for the pricing discussion. Penmaen's side was Cerys Llewellyn, Huw Bevan and Dylan Price.
Customer view: Huw said the concern is overhead per customer, not the number. Cerys will build a page showing how much renewal prep time went on reconciling data.
Commercial: The proposal figure is £52k, implementation included. Owen said any discount sits in the first term only, and Dylan noted it then goes to list at renewal. Dylan wants to see quarterly billing as well as annual in advance.
Watch: Huw signs and Dylan reads the paperwork, but Huw would not sign on the call. The evidence does not show the outcome after the dated step of 11 Jul 2024.
Themes
As at Fri 9 Oct 2026Theme
Growth proposal price negotiation
Importance
neutral
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 email the implementation and subscription split and the quarterly option on 27 Jun 2024.
- Cerys Llewellyn to send Huw Bevan her usage and value page by the following Monday.
- Owen Tallis and Tom Ashdown to hold a short call the week of 11 Jul 2024 to confirm the order form is ready.
Risks
As at Fri 9 Oct 2026- Huw needs a value case he can read in five minutes before he will sign the proposal.
- Dylan flagged that a price going to list after the first term is what usually gets them, so the first renewal needs care.
- Huw did not commit to sign, and the evidence does not show a decision.
Opportunities
As at Fri 9 Oct 2026- Cerys wants to start with her customer success team and widen later if it earns it.
- Quarterly billing, if requested, could remove a cash-planning objection.
Transcript
Tom AshdownHello, hello. Can you hear me alright? I've got a bit of an echo on my side.
Cerys LlewellynLoud and clear, Tom. Huw's just joining, I can see him in the lobby.
Huw BevanAfternoon, everyone. Sorry, the link wanted an update first.- Tom AshdownNo drama. How's your week been, Huw? Quiet one, or the usual?
- Huw BevanThe usual. Month end is creeping up and Dylan is already looking tired, so I'll let him speak for himself.
Dylan PriceAfternoon. Yes, it's busy, but I've got time for this. I've read the proposal twice.- Tom AshdownBrilliant. I've also got Owen Tallis with me, our VP Sales. He's on because we're at the pricing end of things and I'd rather you had a senior name on the call.
Owen TallisHello all. Thanks for the time. Where we are: the proposal on Growth is with you, and the date we're working to is Thursday 11 Jul 2024. What's the next dated step from your side?- Huw BevanBefore dates, if I may. Cerys, who is actually going to be using this? I'd like to hear it again for Dylan's benefit.
- Cerys LlewellynOf course. It's my team first. We have a handful of customer success managers and they spend far too long pulling tickets, renewals and usage together for each leisure operator. I've seen this work elsewhere, and what I want is for them to ask one question and get the picture for a single operator. Let's start with the team who'll use it, and widen later if it earns it.
- Huw BevanAnd what would we lose if we didn't do it?
- Cerys LlewellynTime, mostly. And we'd keep finding out about a renewal problem a month after it started. I'd rather see it coming.
- Huw BevanMm. Right. Let's not rush, but that's a fair answer.
- Owen TallisThat's useful, thanks. So on the money. The figure on the proposal is £51,600. That's the total for the deal, implementation included. Tom, you'll confirm the split in writing?
- Tom AshdownYes, leave that with me. I don't want to quote the breakdown from memory on a call, so I'll put the implementation fee and the subscription line by line in an email this afternoon.
- Dylan PriceThat would help. Because what I need to know is what lands in which period. Is the whole £51,600 invoiced up front, or is the implementation separate?
- Tom AshdownI think the implementation is billed when we start and the subscription annually in advance, but I'll confirm that rather than guess. Owen?
- Owen TallisThat's the standard shape. Annual in advance, thirty-day terms. If you'd prefer quarterly, you can ask for it, and Tom will set it out in the same email.
- Dylan PriceQuarterly would be easier for our cash planning, so I'd like to see both. Huw, is that alright?
- Huw BevanShow us both, yes. Cash matters to me more than the headline.
- Owen TallisUnderstood. Can I ask the direct one? Is price the thing holding you back, or is it something else? Because I'd rather know now.
- Huw BevanIt's overheads per customer, really. We're a software company ourselves and every tool we add has to show its use. I don't have a problem with the number if I can see the case.
- Cerys LlewellynAnd I can build the case, Huw. I'll take the three months of renewal prep my team did last quarter and show how much of that was spent reconciling rather than talking to customers.
- Huw BevanPlease do. If it's a page I can read in five minutes, that's all I need.
- Owen TallisThen here's what I can do on our side. We can keep this at the proposal scope, Growth tier, and I won't pretend there's a second round of movement after the first term. Let's not discount twice. If there's room, it sits in the first term only, and it would be inside what Tom has already put to you.
- Dylan PriceSo the first term has some flexibility, and then it goes to list at renewal.
- Owen TallisYes. I'd rather you heard that from me today than found it in the contract.
- Dylan PriceAppreciated. That's the thing that usually gets us.
- Tom AshdownCan I come back to who signs? Huw, you're the signatory I'd expect, with Dylan checking the paperwork. Is that right?
- Huw BevanThat's right. Dylan reads it, I sign. But I won't do it on this call, as you'd expect.
- Tom AshdownWouldn't dream of asking. Right, let's get something in the diary then. I'll send the split and the quarterly option today, Cerys sends her usage page, and we regroup before the eleventh.
- Cerys LlewellynI'll have it to Huw by Monday.
- Owen TallisGood. And I'd like a short call the week of the eleventh, Tom, to be sure the order form is ready to go if Huw is happy.
- Tom AshdownWill do. Thanks, all. Good chat.
- Huw BevanThank you. Speak soon.
- Cerys LlewellynDiolch, everyone. Bye.
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