What this says
As at Fri 9 Oct 2026Final board pack from CEO Nell Ashcombe, issued 16 Oct 2024. It reports contracted ARR of £905k, 32 customers and headcount of 18 at 30 Sep 2024. It states no SLA or price terms and asks for no decision.
What it is: an internal board pack for the quarter ending 30 Sep 2024, prepared by Nell Ashcombe and marked Final. It gives "ARR of £905k, 32 customers and headcount of 18 at 30 Sep 2024" for noting.
Basis: ARR is "the contracted annual subscription value taken from executed order forms", not the CRM figure and not a forecast. Customers counts only organisations with a live contract.
Not settled: the pack gives no ARR movement, no tier split, no usage trend, no payment position and no pipeline. It asks for "None in this pack" by way of decisions.
Currency: it is a point-in-time record from 2024 and is not current. Later figures would need a newer pack.
Body
BG-Demo - Board Pack - quarter to 30 Sep 2024
Status: Final Prepared by: Nell Ashcombe, Chief Executive Officer and Co-founder Issued: 16 Oct 2024 Period covered: the quarter ending 30 Sep 2024 Folder: Company/Board
Slide: Purpose of this pack
This pack gives the board one page of headline numbers for the quarter to 30 Sep 2024, followed by short commentary on what sits behind them. It is written to be read in ten minutes before the meeting, so that the meeting itself can be spent on decisions rather than on reading out figures.
The approach is simple: say what happened, say how we know. Where the evidence we hold does not support a conclusion, the pack says so rather than guessing.
Slide: Headline numbers
| Measure | Position at 30 Sep 2024 | Source |
|---|---|---|
| Annual recurring revenue (contracted) | £905k | Executed order forms |
| Customers | 32 | Executed order forms and invoices |
| Headcount | 18 | HR records |
A few notes on how to read the table:
Read the whole document (5,655 characters)
- ARR is the contracted annual subscription value taken from executed order forms. It is not the CRM figure, and it is not a forecast. Implementation fees are one-off and are not included in it.
- Customers counts organisations with a live contract. A company that is still marked as a customer in the CRM but has no live contract is not counted.
- Headcount counts people employed by BG-Demo at the quarter end, as held by HR.
Slide: Annual recurring revenue
Contracted ARR stands at £905k at the quarter end.
Commentary:
- This is the number we would defend line by line against the order forms if the board asked. Each customer's subscription traces to a signed document, and each of those traces to an invoice.
- 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. This slide covers the second of those only.
- The movement in ARR against earlier quarters is not set out in this pack. The board should take today's figure as a clean base, and later packs will show movement against it.
Slide: Customers
We finish the quarter with 32 customers.
Commentary:
- At this size every customer matters to the total. A single renewal decision moves the picture in a way it will not once the base is larger.
- We are holding to one organisation, one record. Where two CRM entries turn out to belong to the same company, the ARR is counted once.
- The split of customers by tier is not part of this pack. It will come with the next pack, so that tier mix can be discussed on evidence rather than recollection.
Slide: Team
Headcount is 18 at the quarter end.
Commentary:
- The team is small enough that most people know most customers by name. That is a strength in how we respond to customers, and a risk if knowledge sits in one head.
- The principle we apply to account ownership is that HR decides who works here. If someone leaves, their accounts have no active owner until we assign one, and we say so plainly rather than leaving the CRM to imply otherwise.
- The pack does not set out hiring plans. If the board wants to discuss them, they belong in a separate paper.
Slide: What the numbers do not tell us
It is worth being direct about the limits of this pack.
- It does not show how usage of B-Viz is trending at customers. Questions asked, records indexed and active users are the best early signs of value, and they lead renewal outcomes. They deserve their own section in later packs.
- It does not show payment behaviour. Accounting decides what was invoiced and paid, and the board should expect that view alongside ARR in future.
- It does not show pipeline. Nothing here should be read as a statement about new business.
Saying this now is deliberate. A headline number with no caveats invites more confidence than it has earned.
Slide: Risks to watch
| Risk | Why it matters | What we are doing |
|---|---|---|
| Renewals concentrated in a small base | One lost renewal is visible in total ARR | Each renewal conversation is owned by the customer success lead, with notice given well ahead of the date |
| Stale data at a customer | A customer whose data stops refreshing loses value quietly, often without complaining | We watch records indexed by customer and treat a flat line as a prompt to call |
| Key-person dependence at customers | If one person asks most of the questions, their departure is a threat | We look at who is asking, not only how many questions are asked |
| Key-person dependence inside BG-Demo | With a team of 18, a departure affects several accounts | Account ownership is kept current against HR records |
Slide: Priorities for the coming quarter
- Keep the renewal engine tidy: every customer has a named owner at BG-Demo and a named champion at the customer.
- Build the usage view for the board, so that value at each customer can be read from trajectory rather than level.
- Add tier mix and payment position to the pack.
- Keep writing plainly. If a customer or colleague cannot say what B-Viz is worth to them, that is our problem to fix first.
Slide: For the board
For noting
- ARR of £905k, 32 customers and headcount of 18 at 30 Sep 2024.
For discussion
- Whether the board wants usage and payment position added as standing sections.
- Whether the board wants tier mix reported each quarter.
For decision
- None in this pack.
Slide: Sign-off
This is the final version of the pack for the quarter to 30 Sep 2024, issued on 16 Oct 2024.
Best, Nell
Nell Ashcombe Chief Executive Officer and Co-founder, BG-Demo