What this says
As at Fri 9 Oct 2026Final board pack by Nell Ashcombe dated 17 Apr 2024. It states contracted ARR of £272k across 13 customers and headcount of 15 at 31 Mar 2024, and asks the board to note the position and agree the next pack carries ARR by tier.
What it is: an internal board pack from the CEO for the quarter ended 31 Mar 2024. It says the headline figures "come from signed order forms and headcount records, not from the CRM alone".
Claims: contracted ARR of £272k, 13 customers on live contracts and headcount of 15. ARR excludes the one-off implementation fee.
Not settled: the pack does not break ARR down by tier or renewal month, and says any per-customer split "should be treated as provisional". It reports no open roles or planned hires.
Currency: the figures are as at 31 Mar 2024 and are not a current position. The pack asks the board to agree that the next pack carries ARR by tier and by renewal month.
Body
BG-Demo - Board Pack - quarter to 31 Mar 2024
Status: Final Prepared by: Nell Ashcombe, Chief Executive Officer and Co-founder Date of pack: 17 Apr 2024 Period covered: the quarter ended 31 Mar 2024
Purpose of this pack
This pack gives the board a short, plain view of where BG-Demo stood at the end of the quarter. It states what we know, says how we know it, and is explicit about what the numbers do not yet show. The headline figures come from signed order forms and headcount records, not from the CRM alone.
Headline numbers
| Measure | Position at 31 Mar 2024 | How we know |
|---|---|---|
| Annual recurring revenue (contracted) | £272k | Executed order forms |
| Customers | 13 | Live contracts |
| Headcount | 15 | HR records |
A few notes on how to read the table:
- ARR is the contracted annual subscription value. It excludes the one-off implementation fee, which is fixed-fee and recognised separately.
- A customer is counted only where there is a live contract. An organisation marked "Customer" in the CRM without a live contract is not counted.
- Headcount is the number of people employed at quarter end, as held by HR.
Revenue and customers
Read the whole document (4,407 characters)
Contracted ARR closed the quarter at £272k across 13 customers. The business is small enough that each account matters individually, and that shapes how we manage it. Every renewal is a board-level event in effect, and every new customer moves the picture visibly.
What the pack does not do is break ARR down by tier or by renewal month. That analysis belongs in the next version of this pack, once the renewal calendar has been checked line by line against the order forms. Until then, the board should treat the total as reliable and any per-customer split as provisional.
Where the value comes from
BG-Demo earns money twice: a fixed-fee implementation when a customer joins, then an annual subscription that has to be renewed and, ideally, grown. With a customer base this size, the second of those matters more with every quarter that passes.
The customers who tell us the brain changed how they run their week are the ones who renew and expand. The customers who cannot say what the brain is worth are the ones we need to reach early. That is why the usage signals we watch are:
- questions asked, as the best single measure of value, and who is asking them;
- records indexed, because a flat line means the brain is going stale;
- connectors configured, because a rising count means deeper roots;
- active users against the included number, which shows headroom or risk.
Team
Headcount at quarter end was 15. At this size, one departure or one absence changes what we can deliver, so we plan around people rather than around averages. The areas under most pressure are customer success and implementation, because that is where the customer experience is made.
The pack does not report open roles or planned hires, as none are decided at the date of writing.
Risks the board should know about
- Concentration. With 13 customers, the loss of any one is visible in ARR. We manage this by knowing each account's champion and having a second contact in place wherever we can.
- Stale data. A brain answering on out-of-date data is available but not useful. We watch refresh and indexing so that this is caught by us before it is noticed by the customer.
- Key people. At customers, a champion who leaves can take the value case with them. Inside BG-Demo, the same applies to anyone who holds a relationship alone.
- Evidence gaps. Some accounts have thin usage data. Where that is so, we say so rather than fill the gap with a guess.
What I am asking of the board
- Note the position at 31 Mar 2024 as stated above.
- Agree that the next pack carries ARR by tier and by renewal month, built from the executed order forms.
- Challenge me on any claim here that is not backed by a record. That one is on us if it is.
Next steps
- Check the renewal calendar against every executed order form and report any difference.
- Review usage trajectory for each customer and name the accounts that need attention first.
- Bring a fuller commercial analysis to the next board meeting.
Sign-off
Say what happened, say how you know. That is the standard this pack is written to.
Best, Nell
Nell Ashcombe Chief Executive Officer and Co-founder, BG-Demo 17 Apr 2024