Penmaen Software

Renewal notice: On 24 Apr 2026 Marcus Bell gave formal notice of the Growth renewal at £48k, targeting agreement by 24 Jun 2026. CFO Huw Bevan said Cerys Llewellyn has moved on and asked what Penmaen would lose without the brain.

First call: On 5 May 2026 Marcus reported eight or nine of forty licences active. Huw wanted a one-page usage case and another month of usage before deciding.

Support: On 21 May 2026 Rhian Morgan built operator-filtered dashboards with Bethan's help, and the team was already using them.

Value thread: On 2 Jun 2026 Huw replied that he wants to know who actually uses the brain. Marcus promised times and a view by user, team and connector.

Second call: On 4 Jun 2026 active users were just under ten, up slightly. The team lead said the team would be back to spreadsheets without the brain, but gave no figure. Huw asked for options in writing and said he does not want to pay for forty and use ten.

Events: Alice Brewer sent four invitations, to Ffion Rees, Huw, Rhian and Huw again. None has a reply.

Open at the end: No renewal decision. Tom Ashdown owed written options and a confirmed paperwork figure; a downsize looks likely.

Usage and value: on the 8 Jan 2026 call Marcus Bell showed average active users at about six against forty licensed on Growth, down roughly a third on the quarter before. There were no tickets in the last month and the connectors and data refresh were fine.

Customer view in January: Cerys said her team asked whether they get their money's worth. She called it a habit problem, not a usefulness problem, and found the renewal story hard to tell upstairs.

Agreed action: a half-hour session with the five or six account managers on their own data. Tom Ashdown was to take the renewal terms nearer the time.

Recovery: on the 11 Mar 2026 call, active users were just under ten, up by about a quarter, with questions from several account managers. Cerys credited the team session and called renewal an easier conversation than in January.

Commercial: both calls give the contract end as 24 Jul 2026, renewal date 25 Jul 2026, at £48k a year. The January call says this matches the order form and invoices.

Open at the end: just under ten active users is still far from forty seats, and a few people have not logged in at all. Cerys asked about a renewals dashboard on Growth and wanted an early renewal conversation. Marcus was to pass that to Tom, and the outcome is not shown.

Support: On 23 Oct 2025 Ffion reported questions missing from search. Olivia confirmed they were indexed and the cause was a filter setting, so no BG-Demo action was needed.

People: On 28 Oct 2025 Marcus Bell told Cerys Llewellyn that active users and questions asked were up. Cerys agreed a check-in and said she would bring renewals questions, though she replied after two days and said it had been a busy week.

Usage: At the 4 Nov 2025 check-in, daily active users were just under ten against 40 licensed users. Cerys was positive, but questions come mostly from her, Ffion and a couple of customer success managers, a key-person risk.

Renewal: Cerys said Huw will want a usage case before the 24 Jul 2026 contract end. Marcus agreed to keep a running usage summary.

People: On 15 Dec 2025 Cerys agreed to an early January QBR and asked for usage broken down by leisure operator.

Value: At the 22 Dec 2025 QBR, daily active users were about eight, slightly down. Huw accepted payment is fine but wants evidence of value, and Cerys had no clean count of renewals spotted early.

Open at the end: Huw asked for no renewal conversation yet and will decide on evidence in the spring. Marcus owes a one-page usage case in January, and the renewal date column on the dashboard still needs fixing. The renewal outcome is not shown.

Renewal: On 2 Jul 2025 Marcus Bell arranged a pre-renewal check-in. On 4 Jul 2025 Cerys Llewellyn said use was a habit issue, with just under ten average active users against 40 licensed.

Follow-up: On 7 Jul 2025 Marcus sent notes and Cerys asked for a usage summary to pass to Huw, who wants to see who is using it before he signs. On 11 Jul 2025 invoice INV-164-0004 was issued at net £48k, due 10 Aug 2025, and the PO number was requested with no reply.

Support: A usage ticket was resolved on 18 Jul 2025 after a name split was merged. A high priority date filter ticket from 17 Jul 2025 was solved on 7 Aug 2025. A blank dashboard widget on 22 Jul 2025 was fixed by a browser refresh.

Usage dip: On 5 Sep 2025 Cerys reported adoption had dropped, and support suggested training and weekly digests. On 15 Sep 2025 Marcus showed about seven of 40 active users. Cerys said she is not unhappy with the brain, but finance will ask what they get if usage stays low.

Other: On 16 Sep 2025 Cerys accepted a session on per-operator views. On 17 Sep 2025 a connector question suggested the customer is adding a source. Alice Brewer's roundtable invitation to Huw Bevan, the CFO, drew no reply.

Open at the end: The usage breakdown, the working session and the value case were still owed. The renewal on 25 Jul 2026 and the price were unresolved.

Expansion: On 1 Apr 2025 Huw Bevan challenged adoption on the negotiation call, saying headroom is a polite word for unused. Cerys Llewellyn said the team were happy to go ahead on 2 Apr 2025, at a provisional £1,319.

Expansion order form: Tom Ashdown sent it on 4 Apr 2025 for signature by 8 Apr 2025. The evidence does not show a signature. Invoice INV-164-0003 for £1,319 net followed on 9 Apr 2025, with Rachel Dunmore asking Dylan Price for a PO number.

Renewal: On 25 Apr 2025 Marcus Bell gave notice that the Growth term ends on 24 Jul 2025. Huw asked what would be lost without renewal, a value question rather than a price objection.

Calls: On 7 May 2025 and 9 Jun 2025 Tom quoted £44k against a CRM renewal deal of £48k and could not explain the gap. Dylan wants it in writing. Usage was just under nine to about nine of forty licensed.

QBR: On 20 Jun 2025 Ffion Rees said the weekly pack used to take most of a morning. Huw asked for a one-pager and whether use is too concentrated. Dashboards were barely used.

Outreach: Sofia Marchetti invited Huw to a roundtable and a Customer Day, and Owain Jenkins to the Customer Day. No replies are shown.

Open at the end: On 26 Jun 2025 Huw would not sign the £48k renewal form until he saw the usage summary. The usage summary, the price explanation and the signature were all outstanding.

Check-in: on the 16 Jan 2025 call Cerys Llewellyn admitted the other managers were not yet using B-Viz. She expected Huw Bevan to ask for a usage case ahead of the 25 Jul 2025 renewal.

Support: tickets in the quarter were routine. A connector fault on 13 Feb 2025 was traced to a source-side permission, fixed by Rhian Morgan's IT team and closed.

Support: how-to tickets covered dashboard export on 24 Jan 2025, an SLA dashboard on 6 Feb 2025, multi-location search on 12 Feb 2025 and bulk user invitation on 28 Feb 2025. Ffion's request to invite five users was read as an upsell signal.

Expansion: Tom Ashdown offered a walkthrough on 24 Feb 2025 and presented the proposal on the 3 Mar 2025 call. The £1,319 is the whole value of the deal, not an annual figure.

Expansion: Huw would not commit. On 5 Mar 2025 he asked who uses current seats and wanted another month of usage, so the proposal stayed open with an expected close of 8 Apr 2025.

Check-in: on the 19 Mar 2025 call usage was about ten active users, up around a third on the quarter. Cerys was pleased not to have to chase on tickets and asked for a renewals view by operator on 20 Mar 2025.

Open at the end: the proposal was unsigned and a one-page usage report for Huw was owed. A dashboard slowdown reported on 12 Mar 2025 had no resolution shown. Renewal price sat with Tom.

Training: On 7 Oct 2024 Callie Brennan trained Rhian Morgan on chat, search, pages and the dashboards builder. Rhian built dashboards and was positive, but only a handful of the forty licensed users were active.

People: On 3 Oct 2024 Sofia Marchetti invited Owain Jenkins, Head of IT, to a webinar. The thread shows no reply.

Support: On 27 Nov 2024 Rhian reported a new user denied access after accepting a Snowflake invite. Bethan fixed it with a manual user refresh in the brain settings.

Check-in: On 28 Nov 2024 Marcus Bell reviewed usage with Cerys Llewellyn: active users averaged about eight, one how-to ticket, invoices all paid. Cerys wants a weekly digest to replace her Monday helpdesk export, and Rhian still asks the most questions.

Follow-up: In the 29 Nov 2024 recap Cerys asked for renewals and tickets side by side per leisure operator, with no route confirmed. On 24 Dec 2024 Marcus asked for January QBR dates, with no reply shown.

Renewal: At the QBR on 30 Dec 2024 Huw challenged adoption and asked what the company would lose if it stopped. Tom Ashdown quoted Growth at £40k a year, to be confirmed against the order form; renewal is 25 Jul 2025.

Open at the end: Marcus owes a January training session and a one-page usage summary for Huw. Tom must confirm the price, and the per-operator view, the weekly digest and Owain's engagement are unresolved.

Signing: On 9 Jul 2024 Huw Bevan said the Growth order form at £52k matched what was agreed. The 12 Jul 2024 invoice was net £12k and the 25 Jul 2024 subscription invoice net £40k; the evidence does not show payment.

Kickoff: The 31 Jul 2024 kickoff, run by Callie Brennan, planned helpdesk, CRM and usage sources. Ffion Rees, the sole admin, said she was nervous about running it.

Onboarding: On 15 Aug 2024 helpdesk and usage data loaded, but the CRM waited on an integration user. On 20 Aug 2024 Cerys Llewellyn said finance had asked what the annual fee buys, and accepted questions asked as the measure.

Mapping: On 28 Aug 2024 all three sources loaded in the test area, but a third of operators were unmatched. Cerys liked the first answers and a second admin was found.

Adoption: On 4 Sep 2024 Cerys chose a deliberate start of two users on forty licensed. On 11 Sep 2024 both connectors were green and usage was still Cerys and Ffion.

Support: Three tickets were routine: a provisioning fix, a roles question and dashboard help.

Open at the end: CRM access, operator duplicates, Ffion's single-admin dependency and Marcus Bell's written Growth response times.

Discovery: On 3 May 2024 Tom Ashdown asked Cerys Llewellyn for a first conversation, and she described needing three spreadsheets to see which customers are at the edge. The 9 May 2024 discovery call followed, where CFO Huw Bevan asked about adoption and overhead and committed to nothing.

Pricing: On the 9 May 2024 call Tom gave Growth at £52k all-in, implementation included, as a verbal estimate and a total, not a yearly figure.

Demo: On 28 May 2024 Hannah Lowe demoed Growth on Penmaen's own extracts. Cerys agreed to start with three connectors and wanted a usage case for Huw; security detail was promised in writing.

Proposal: Cerys said on 4 Jun 2024 that sign-off goes past the chief executive. On the 11 Jun 2024 call Huw gave no answer and asked about contract length and exit; his 12 Jun 2024 email asked who would use it and said not to rush.

Negotiation: On 27 Jun 2024 Huw said he had no problem with the number if he could see the case. He wants the split, a quarterly option and a one-page value case, and Owen Tallis noted any discount sits in the first term only.

Open at the end: No signature or order form is shown. The 11 Jul 2024 close was only a target, Cerys owes Huw her value page, and the proof of the one-page operator view is still needed.

This period holds one read, an email thread, and nothing else.

Invitation: on 4 Nov 2023 Nell Ashcombe invited Rhian Morgan to a BG-Demo webinar on Thursday 16 Nov 2023. The topic was customer success, sales and finance asking questions of the same data layer.

Ask: Nell suggested Rhian forward the invitation to colleagues who look after renewals. She asked for a reply so joining details could be sent.

Customer view: the thread has no customer response, so the evidence does not show interest, attendance or any commitment. The read rates sentiment as neutral and the importance as neutral.

Open at the end: no reply from Rhian is on record. The read notes that attendance could open a discovery conversation with customer success and renewals staff, but this is only a possibility.