Penmaen Software / BG-Demo – Proposal
Callcompleted
Penmaen Software · 3 Mar 2025 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
As at Fri 9 Oct 2026Tom 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
As at Fri 9 Oct 2026Theme
Growth expansion proposal
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- 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
As at Fri 9 Oct 2026- 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
As at Fri 9 Oct 2026- 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 AshdownHello, hello. Can you hear me alright?
Cerys LlewellynLoud and clear. Good afternoon, Tom.- Tom AshdownAfternoon. Is Huw joining us or is he still tied up?
Huw BevanI'm here, sorry, I was just finding the mute button. Good afternoon both.- Tom AshdownNo drama. How's the week treating you? Mondays are always a bit of a slog, aren't they.
- Cerys LlewellynBusy. 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 BevanBefore we start, can I ask where adoption has got to? Who is actually using it, at the moment?
- Tom AshdownFair 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 LlewellynAnd that's mostly my team and the account managers. Support are in there as well now, which is new since the autumn.
- Huw BevanSo well under the forty, then.
- Tom AshdownWell 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 LlewellynCan 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 BevanMm. Go on, Tom, what are we actually here to look at today?
- Tom AshdownRight, 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 LlewellynTake your time. I've got it open in another window anyway.
- Tom AshdownLovely. 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 BevanAnd what does the expansion cost? I'd like to hear it said plainly.
- Tom AshdownI'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 BevanUnderstood. So it's not a rise in the yearly fee.
- Tom AshdownNot as I've written it, no. The yearly subscription stays where it is until the renewal conversation in the summer.
- Cerys LlewellynWhich is the twenty-fifth of July, if I've got that right. The contract runs to the day before.
- Tom AshdownThat'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 BevanLet's not rush into anything. I'd like to understand what we would lose if we didn't take the expansion.
- Tom AshdownHonestly? 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 LlewellynRight, 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 BevanTwo people. And what is that costing us, roughly?
- Cerys LlewellynI 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 BevanPlease do. That would help me more than anything in the proposal.
- Tom AshdownThat'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 LlewellynWhich 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 AshdownAnd you've had a few tickets recently, haven't you? I saw three come through this month, one of them marked high priority.
- Cerys LlewellynYes, 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 AshdownGood. I'll keep out of the detail of that, Marcus has it, but I'm glad it didn't leave a mark.
- Huw BevanIs there anything outstanding on invoices? I don't want a surprise from your finance team.
- Tom AshdownNothing overdue on our side. You've been very good on that, to be fair, always on time.
- Huw BevanGood. I'd rather keep it that way.
- Cerys LlewellynSo where does that leave timing? You mentioned a close date in the document.
- Tom AshdownI'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 BevanThat 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 AshdownNo, and I wouldn't ask you to. Nobody's pushing.
- Cerys LlewellynI'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 BevanThank you. Short, if you can.
- Cerys LlewellynAlways. One page.
- Tom AshdownRight, 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 BevanThat's what I have too.
- Cerys LlewellynSame. Thanks, Tom.
- Tom AshdownCheers both. Enjoy what's left of the afternoon. Speak soon.
- Huw BevanGoodbye, both.
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