Meeting Title: Brainforge Client Success Planning Sync Date: 2026-01-09 Meeting participants: Demilade Agboola, Caitlyn Vaughn


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1 00:01:22.060 00:01:23.380 Caitlyn Vaughn: Hey!

2 00:01:23.670 00:01:24.959 Demilade Agboola: Hi, Captain, how are you?

3 00:01:25.350 00:01:26.739 Caitlyn Vaughn: Good, how are you?

4 00:01:26.740 00:01:28.860 Demilade Agboola: I’m doing very well. Long time we’ll see.

5 00:01:29.170 00:01:31.580 Caitlyn Vaughn: I know, how was your, holidays?

6 00:01:31.830 00:01:37.889 Demilade Agboola: It was pretty good. I hosted family, had my sister and her husband and two kids over, so…

7 00:01:38.100 00:01:40.940 Demilade Agboola: They were all in Malta, so it was pretty cool.

8 00:01:40.940 00:01:42.220 Caitlyn Vaughn: In Malta?

9 00:01:42.220 00:01:46.400 Demilade Agboola: Yeah, in Malta, so I have a… I have a two-bedroom apartment, so…

10 00:01:46.970 00:01:51.640 Demilade Agboola: And I only stay here, so I was like, y’all should come over, and they came over, and it was pretty cool.

11 00:01:51.950 00:01:53.950 Caitlyn Vaughn: Can you le- you can leave Malta, right?

12 00:01:53.950 00:01:57.639 Demilade Agboola: Oh, yeah, yeah, yeah, I do leave quite a bit,

13 00:01:57.910 00:02:01.430 Demilade Agboola: But, like, it was nice to be able to have people over sometimes, just because.

14 00:02:01.430 00:02:02.560 Caitlyn Vaughn: No.

15 00:02:02.560 00:02:05.199 Demilade Agboola: When you stay in a two-bedroom apartment by yourself, it kind of…

16 00:02:05.520 00:02:05.850 Caitlyn Vaughn: Yeah.

17 00:02:05.850 00:02:07.250 Demilade Agboola: the most species. I would say.

18 00:02:07.250 00:02:09.830 Caitlyn Vaughn: Yeah. Like, talk to yourself a lot.

19 00:02:09.830 00:02:10.910 Demilade Agboola: Exactly, exactly.

20 00:02:11.650 00:02:13.820 Demilade Agboola: What’d you do for Christmas? Oh, for the holidays.

21 00:02:13.820 00:02:19.360 Caitlyn Vaughn: We ended up just staying here. I didn’t go back and see my family, which was kind of nice,

22 00:02:19.540 00:02:31.190 Caitlyn Vaughn: We just kind of hung out and did nothing. We were, like, always going, so it was, like, nice to finally just, like, not for a second, and then… we honestly took, like, one day off, but, you know.

23 00:02:31.480 00:02:37.030 Demilade Agboola: I mean, that’s fine. It’s very important to be able to, like, just detach for a bit, and then

24 00:02:37.510 00:02:39.089 Demilade Agboola: Giving me a bit refreshed, so…

25 00:02:39.090 00:02:46.459 Caitlyn Vaughn: Yeah, it was good. This was, like, my first time off for the whole year, so I feel, like, great. Like, I’m not gonna be doing that again, you know?

26 00:02:46.850 00:02:53.690 Caitlyn Vaughn: Also, I do have another meeting that starts at 3.

27 00:02:53.690 00:02:54.350 Demilade Agboola: Okay.

28 00:02:54.560 00:02:56.960 Caitlyn Vaughn: So I don’t have a ton of time, I’m so sorry.

29 00:02:57.110 00:03:06.619 Demilade Agboola: Okay, alright. Just a couple things, so in terms, like, we’ve been doing, like, internal restructuring, so part of my new, like, role is.

30 00:03:07.120 00:03:08.730 Demilade Agboola: client success owner.

31 00:03:09.190 00:03:09.590 Caitlyn Vaughn: Nice!

32 00:03:09.590 00:03:20.680 Demilade Agboola: In that regard, I will be interacting with you more closely, in terms of, like, what you need, if you have any issues. I think the general concept is, like, terms for escalation, or if.

33 00:03:21.220 00:03:30.810 Demilade Agboola: like, sideways, which we hope it doesn’t happen, or that’s the plan. Yeah. It’ll happen. So that means I will be letting you know things about, like, what’s going on, what our plans are.

34 00:03:31.580 00:03:33.850 Demilade Agboola: to what we were doing.

35 00:03:33.850 00:03:34.870 Caitlyn Vaughn: Okay, awesome.

36 00:03:35.190 00:03:44.250 Demilade Agboola: In terms of, like, what we’re currently, like, doing right now, so we’re coming up with our GANS chat of how we want to… how we plan to attack different things across the default.

37 00:03:44.700 00:03:45.570 Demilade Agboola: infrastructure.

38 00:03:45.700 00:03:50.029 Demilade Agboola: High level, first thing is we want to do the ETL, so that’s from next week.

39 00:03:50.970 00:03:59.680 Demilade Agboola: I will send the list of data sources that we will need access to, so we can start to extract data, load it into Mother Doc, and.

40 00:03:59.680 00:04:00.040 Caitlyn Vaughn: Hmm.

41 00:04:00.040 00:04:03.189 Demilade Agboola: We can start to have data flowing, like, on a regular cadence.

42 00:04:03.400 00:04:06.709 Caitlyn Vaughn: So that’s the first theme. Second theme is…

43 00:04:06.710 00:04:13.900 Demilade Agboola: I’ve also had conversations with different stakeholders, so Laura, Stan, I literally had Stan, like, an hour ago.

44 00:04:14.210 00:04:14.740 Caitlyn Vaughn: Oh, nice!

45 00:04:14.750 00:04:19.460 Demilade Agboola: Yeah, and also Lev Lev was yesterday. So, we’ve been able to put…

46 00:04:19.640 00:04:27.770 Demilade Agboola: most of… I mean, Stan minus Stan, because we just… I just had the conversation with Stan, but being able to put in the GanChat and just be able to say, like, here, this is…

47 00:04:27.870 00:04:32.530 Demilade Agboola: what the plan of attack is. We’ll incorporate Stan’s perspective as well,

48 00:04:33.010 00:04:41.759 Demilade Agboola: And so we’ll have, like, what we need for everybody. So we know Laura cares about GTM metrics, as well as, like, general financial metrics.

49 00:04:42.460 00:04:49.929 Demilade Agboola: Nobody cares about, like, usage and products… customer product… customer product usage.

50 00:04:50.260 00:04:50.720 Caitlyn Vaughn: Yes.

51 00:04:50.720 00:04:54.409 Demilade Agboola: So he can know what people want, like, and how to upsell people.

52 00:04:55.700 00:05:02.259 Demilade Agboola: For Stan, he just really wants to know, like, conversion and, like, opportunities that…

53 00:05:02.400 00:05:04.519 Demilade Agboola: how he’s getting them from Fresh Touch.

54 00:05:05.000 00:05:07.110 Caitlyn Vaughn: And just kind of doing that.

55 00:05:07.390 00:05:12.260 Demilade Agboola: So we have a plan of action. I’ll be sharing that with you, like, early next week.

56 00:05:13.090 00:05:19.350 Demilade Agboola: And the idea is just for you to be able to, like, go, like, give your feedback if you feel like maybe

57 00:05:19.800 00:05:21.080 Demilade Agboola: someone’s…

58 00:05:21.250 00:05:31.020 Demilade Agboola: needs should come maybe above slightly ahead of someone else’s needs. Don’t worry, it would be between two of us, we would, like, we’ll have to tell them. We will tell them it was delayed because of Caitlin.

59 00:05:31.020 00:05:33.929 Caitlyn Vaughn: Yeah, yeah, yeah. But…

60 00:05:33.930 00:05:39.709 Demilade Agboola: If we feel like… if we feel like, yeah, some people’s needs are higher priced, that’s fine. Just let us know.

61 00:05:39.710 00:05:40.260 Caitlyn Vaughn: Okay.

62 00:05:40.260 00:05:46.979 Demilade Agboola: we’ll just make… we’ll just move things around. But yeah, so right now, the first phase, like, things we’re doing

63 00:05:47.230 00:05:54.719 Demilade Agboola: and trying to round up this week will just be the documentation on, like, what that looks like. We’ll share that to you earlier next week.

64 00:05:55.000 00:05:58.880 Demilade Agboola: And the idea is, yeah, you’ll just be able to give us feedback on how we’re attacking this.

65 00:05:59.280 00:06:05.020 Caitlyn Vaughn: Okay, amazing. And did anybody show you the good market lifecycle funnel that we built?

66 00:06:05.500 00:06:08.249 Demilade Agboola: No, if you could share that, I’ll show that.

67 00:06:08.250 00:06:15.269 Caitlyn Vaughn: Let me show you. So… That doc that we had initially… did Laura share with you the dock?

68 00:06:15.380 00:06:18.819 Caitlyn Vaughn: For all, like, the data sources and stuff.

69 00:06:19.070 00:06:24.940 Demilade Agboola: No, I’m… well, personally, not me. Maybe Utam, or maybe someone else has seen it, but I haven’t seen it, so I can’t…

70 00:06:24.940 00:06:25.550 Caitlyn Vaughn: Okay.

71 00:06:26.040 00:06:42.090 Caitlyn Vaughn: Okay, so basically we started trying to figure out, like, what our goals are for getting all of this data together. Like, what do we actually want to measure, right? Okay. And then backing into what data sources we need from there, and it brought up, like.

72 00:06:42.840 00:06:46.550 Caitlyn Vaughn: If we want to end up having, like.

73 00:06:47.680 00:06:50.439 Caitlyn Vaughn: You know, conversion rates, and, like.

74 00:06:50.600 00:07:01.020 Caitlyn Vaughn: success metrics, then we need some kind of infrastructure for Phoenix, you know, the new product that we’re building is called Phoenix, and the current one’s called Vanilla.

75 00:07:01.190 00:07:14.299 Caitlyn Vaughn: for Phoenix to have, like, its actual life cycle stages. So we started, like, architecting out. These are the two potential, ways that leads can get generated, either marketing-sourced, which is Stan.

76 00:07:14.320 00:07:15.440 Demilade Agboola: Or…

77 00:07:15.440 00:07:17.210 Caitlyn Vaughn: outbound, which is love.

78 00:07:17.360 00:07:33.180 Caitlyn Vaughn: We’ll also have AOB, but not in… not initially, it’ll be a little bit delayed. And those can either turn into a direct demo booked, right? Or we’re launching a self-service motion, so they can sign up for free.

79 00:07:33.420 00:07:44.570 Caitlyn Vaughn: And what that’s gonna do is they’re either gonna… they’re either going to become, enterprise qualified, mid-market qualified, or they’re gonna be, like, a PLG lead, right?

80 00:07:44.570 00:07:44.910 Demilade Agboola: Okay.

81 00:07:44.910 00:07:56.069 Caitlyn Vaughn: Meaning they’ll, like, never really convert into, like, a self-service, or into, like, a full sales, led deal, but they would potentially, transition into, like, a self-serve.

82 00:07:56.440 00:08:05.319 Caitlyn Vaughn: So, we have some criteria, and we’re kind of discussing what that should be, so maybe we can come back to, like, what each of this

83 00:08:05.480 00:08:21.929 Caitlyn Vaughn: each of these definitions of qualified is, but essentially, immediately after somebody signs up, the first thing we want to happen for a mid-market or enterprise lead is we want a BDR to reach out to them within, like, a minute. We want a cold call to happen. After that.

84 00:08:22.140 00:08:31.979 Caitlyn Vaughn: They’re either gonna self-convert into a paid plan, or they’re gonna stand free, or they’re going to book a demo, and then that will go into, like, the sales flow.

85 00:08:32.469 00:08:33.179 Demilade Agboola: Okay.

86 00:08:33.570 00:08:37.879 Demilade Agboola: intuitive. Like, it’s not… we’re trying to keep it as simple as possible. Yeah, yeah.

87 00:08:38.799 00:08:39.509 Caitlyn Vaughn: Okay.

88 00:08:39.509 00:08:43.110 Demilade Agboola: So that… For this, would you want, like,

89 00:08:44.059 00:08:53.969 Demilade Agboola: would you want, like, the entire flow, like, how would you want to monitor and see, like, how the conversion happens across the entire flow? Would you want there to be, like,

90 00:08:54.300 00:08:58.930 Demilade Agboola: triggers within, or would you, like, want an amplitude? Because I know we’re setting up amplitude. Would you want.

91 00:08:59.280 00:09:01.829 Demilade Agboola: Compute view of all of this.

92 00:09:03.040 00:09:07.189 Caitlyn Vaughn: So… that’s a good question. I think, like…

93 00:09:07.880 00:09:13.010 Caitlyn Vaughn: even… you spoke with Lev, right? And he’s concerned about,

94 00:09:13.240 00:09:21.130 Caitlyn Vaughn: like, what the triggers are inside of the product that would help our sales team know when to reach out, right? Yeah.

95 00:09:21.500 00:09:26.710 Caitlyn Vaughn: But even from, like, marketing into self-serve.

96 00:09:27.250 00:09:32.459 Caitlyn Vaughn: the things that I probably want to know, and even Lev would want to know, is, like.

97 00:09:33.620 00:09:45.880 Caitlyn Vaughn: what did this lead see from a marketing or sales perspective? Like, what did we show them that made them go, oh yeah, this is a problem that I’m having, and then sign up, right? Like, attribution.

98 00:09:47.480 00:09:57.310 Caitlyn Vaughn: So that we can, like, lean into that. Like, okay, they booked a call with us now, so, like, what should we focus on within the call? Probably easier for us to have a bit of context on it.

99 00:09:57.310 00:09:58.610 Demilade Agboola: Okay.

100 00:09:59.060 00:10:01.070 Caitlyn Vaughn: That’s, like, one example.

101 00:10:01.770 00:10:11.129 Caitlyn Vaughn: I would say… the best… Probably best case scenario in my head is we have… We had, like, a…

102 00:10:11.600 00:10:22.020 Caitlyn Vaughn: holistic view of, like, product usage data, and then we also have, like, a individual one. Like, you know how we’re doing this for, like, the customer success?

103 00:10:22.150 00:10:28.110 Caitlyn Vaughn: Yeah. For, like, our current customers. I imagine we would be able to, like, do the same for…

104 00:10:29.570 00:10:47.890 Caitlyn Vaughn: like, let’s say… let’s say we have an entire dashboard dedicated to self-serve users, right? And we can see within all of the thousands, hopefully thousands of users we have, like, who is using the most, who’s hitting their credit limits, who is inviting people to the app, like.

105 00:10:47.910 00:10:58.969 Caitlyn Vaughn: who has invited the most people, and that is the list that we would probably, like, if I was a BDR, I would be hitting up every single day, right? Yeah. Trying to convert, like, existing

106 00:10:59.250 00:11:15.889 Caitlyn Vaughn: users, even if they’re free, into, like, a paid account. It’s like, okay, this is an ICP fit, they’re, like, hitting all of these triggers that makes us think they might want to buy, they’re getting value out of the product, right? So then the first thing I would want to do as a BDR is, like, okay, great, this is, like.

107 00:11:15.890 00:11:29.420 Caitlyn Vaughn: this account is popping off today, I’m gonna, like, reach out to them, but let me see, like, what their actual usage is doing, so they can go into a second dashboard, filter out for that individual company, and see all of their, you know, invitations, usage, like.

108 00:11:29.420 00:11:36.410 Caitlyn Vaughn: what are the triggers that make me feel like they’re ready to buy, kind of a thing, and then I can leverage that in my conversation.

109 00:11:36.800 00:11:45.500 Demilade Agboola: Gotcha, gotcha. So that would be a different, like, flow… that sounds like Lev’s flow, because that’s kind of what Lev said he wanted to be able to see, because he’s Lev…

110 00:11:45.880 00:11:48.180 Demilade Agboola: You know, we need to have those triggers for…

111 00:11:48.350 00:11:54.350 Demilade Agboola: like, stickiness, basically. We need to know that this is a worthwhile customer to reach out to.

112 00:11:54.480 00:11:55.450 Demilade Agboola: And so…

113 00:11:55.610 00:12:02.929 Demilade Agboola: What he wants, first of all, is for us to create dashboards where we can start to see patterns occur, so we.

114 00:12:03.330 00:12:09.949 Demilade Agboola: For instance, like, Who has used, like, the most… who has exhausted the most credits, for instance?

115 00:12:09.950 00:12:10.940 Caitlyn Vaughn: Yep.

116 00:12:11.300 00:12:20.999 Demilade Agboola: Like, we can kind of start to see those things appear, and once we start to have an idea of what’s going on in customers, especially, like, if we filter for, like, new customers about the last, say, 30 days.

117 00:12:21.680 00:12:29.770 Demilade Agboola: The context of what people are doing. And over time, we can start to build a recognition pattern of, like, these people tend to convert the most.

118 00:12:30.510 00:12:38.650 Demilade Agboola: paid users, and at that point, long-term, like, the goal with, Live long-term is we want to create, like.

119 00:12:39.000 00:12:47.269 Demilade Agboola: A weighting model, so for every new customer that joins, and as they make activities, we can kind of assign weights, maybe from 1 to 5.

120 00:12:47.430 00:12:55.059 Demilade Agboola: Based on what they’ve done, and also fit, for fit, and, for fit and potential upgrade.

121 00:12:55.640 00:12:55.990 Caitlyn Vaughn: Yeah.

122 00:12:55.990 00:13:01.449 Demilade Agboola: do that, we push it back to the CRM, so, like, we can start to do, faster

123 00:13:01.620 00:13:12.150 Demilade Agboola: we can reach out to these people faster, and it’s automated, so we know for a fit of 5, this is what we sent to them. We don’t actually… we don’t actually anybody with a fit of one. Like, things like that.

124 00:13:12.560 00:13:15.890 Demilade Agboola: make things, more automated.

125 00:13:16.340 00:13:28.450 Caitlyn Vaughn: Yeah, exactly. I think that that’s exactly what I have in mind. And that type of thing will apply to each person. Like, I imagine every person will have their own

126 00:13:29.420 00:13:37.629 Caitlyn Vaughn: kind of version of a dashboard that would be most important to them. Obviously running PLG, the things that I care most about are, like.

127 00:13:37.980 00:13:53.279 Caitlyn Vaughn: when people are onboarding, what are the things that they spend the most time on? What are the things that we’re getting leakage on that people, like, don’t get and are leaving the platform? When we launch a new product, are people using it? Are people not using it? You know, that kind of stuff.

128 00:13:53.280 00:13:53.920 Demilade Agboola: Yeah.

129 00:13:54.800 00:14:02.940 Caitlyn Vaughn: And I don’t have a hand, necessarily, in, like, the sales-led stuff. I’m more in, like, the product and PLG world.

130 00:14:03.120 00:14:06.090 Caitlyn Vaughn: But I still…

131 00:14:06.470 00:14:16.339 Caitlyn Vaughn: have my own, you know, quota for, like, I want people to upgrade themselves. So, like, what should I be looking for for people to, like, show them in product ads and, like…

132 00:14:16.800 00:14:20.500 Caitlyn Vaughn: send them marketing emails, send them, like, AOB flows, you know?

133 00:14:20.850 00:14:22.399 Demilade Agboola: Yeah, that’s fair, that’s fair.

134 00:14:22.680 00:14:35.629 Demilade Agboola: I know we’re almost at time. I did want to quickly say, like, would it be possible for you to send these things to me, especially, like, the ones that contain the data sources? So that would help with me, like, planning as the next…

135 00:14:36.160 00:14:37.280 Caitlyn Vaughn: Slow…

136 00:14:38.120 00:14:39.140 Demilade Agboola: Should go.

137 00:14:39.710 00:14:45.179 Caitlyn Vaughn: Yes, and I also… I want to show you…

138 00:14:51.260 00:14:51.875 Caitlyn Vaughn: No…

139 00:14:57.010 00:15:00.840 Caitlyn Vaughn: Mmm… I’ll need to go back and look at it.

140 00:15:00.990 00:15:05.549 Caitlyn Vaughn: This chart came from, like, a bigger document.

141 00:15:08.150 00:15:13.220 Caitlyn Vaughn: I don’t know where I put it, I have too many tabs open, but I’ll find it and send it to you. I think it…

142 00:15:13.220 00:15:13.750 Demilade Agboola: Okay.

143 00:15:14.280 00:15:20.249 Caitlyn Vaughn: There’s a link in there to all of the input sources as well, but it basically…

144 00:15:20.390 00:15:25.260 Caitlyn Vaughn: The goal of the document was to outline, like, what each area cares about.

145 00:15:25.480 00:15:32.889 Caitlyn Vaughn: Oh, yeah. Which is pretty relevant, like… but yes, I will definitely share this with you. Let’s see…

146 00:15:33.260 00:15:35.530 Caitlyn Vaughn: Do you want me to just share it with your email? That’s it.

147 00:15:35.530 00:15:39.769 Demilade Agboola: That’s… so it’s DMI… D-M-I-L-A-D-E.

148 00:15:40.370 00:15:41.200 Demilade Agboola: dot.

149 00:15:41.940 00:15:42.600 Demilade Agboola: Certainly.

150 00:15:42.600 00:15:44.279 Caitlyn Vaughn: Gosh, there’s more?

151 00:15:44.280 00:15:50.179 Demilade Agboola: Yeah, so AGB, so we do search for… yeah, exactly, at gmail.com. I’m sorry, that’s PringForge.

152 00:15:51.700 00:15:52.720 Demilade Agboola: Though the AI.

153 00:15:54.740 00:15:56.629 Caitlyn Vaughn: Good lord, that was a lot, okay.

154 00:15:57.310 00:15:59.900 Caitlyn Vaughn: So, so many letters.

155 00:15:59.900 00:16:03.999 Demilade Agboola: The fun fact, my first name is actually a shortened version, it’s a bit longer.

156 00:16:04.000 00:16:05.740 Caitlyn Vaughn: Are you serious?

157 00:16:06.700 00:16:11.159 Caitlyn Vaughn: Yes. And we’re all just calling you Demi, because we’re dumb.

158 00:16:11.930 00:16:13.210 Caitlyn Vaughn: Stupid Americans.

159 00:16:13.210 00:16:16.390 Demilade Agboola: My full name is actually Oluwadi Mahade. It’s,

160 00:16:16.790 00:16:23.059 Demilade Agboola: it translates into… don’t worry, when I filled… when I was writing SATs, it didn’t feel… it didn’t fit in the form, so…

161 00:16:23.060 00:16:25.509 Caitlyn Vaughn: Are you serious? That’s so cool!

162 00:16:25.510 00:16:35.070 Demilade Agboola: Yeah, my full name didn’t fit into the SAT forms. But yeah, it’s… just means, God has crowned me. It’s, it translates, literally, into God Has Crowned me.

163 00:16:35.290 00:16:36.889 Caitlyn Vaughn: Wait, it means what?

164 00:16:37.160 00:16:38.600 Demilade Agboola: God has crowned me.

165 00:16:38.810 00:16:40.500 Caitlyn Vaughn: God has crowned me.

166 00:16:40.700 00:16:41.370 Demilade Agboola: Yes.

167 00:16:41.580 00:16:51.640 Caitlyn Vaughn: It’s so precious! Oh my gosh! Wow! That is, like, so much more significant and majestic than, like, Caitlin.

168 00:16:52.650 00:17:00.590 Demilade Agboola: I mean, like, my, like, my people, like, my tribe, we… those are the kind of names we give, so, like, everything kind of, like, translates into something.

169 00:17:01.260 00:17:07.079 Demilade Agboola: Which is kind of how we know you’re not from our tribe, because once we hear your name and we can’t translate it, we know you’re not one of us.

170 00:17:07.089 00:17:12.249 Caitlyn Vaughn: Yeah, yeah. That’s so funny. I love that. It’s very beautiful.

171 00:17:12.460 00:17:13.880 Demilade Agboola: Oh, thank you. Appreciate it.

172 00:17:14.319 00:17:22.859 Caitlyn Vaughn: Yeah, okay, so I sent this over, I do have to run, and I will find that doc for you that we spent all this time on that I can’t seem to find.

173 00:17:22.859 00:17:24.869 Demilade Agboola: Okay, sounds good. I will be…

174 00:17:25.099 00:17:29.629 Demilade Agboola: Yeah, I’ve seen the invitation, so I’ll join in, and I’ll send the documents across to you.

175 00:17:29.960 00:17:30.310 Caitlyn Vaughn: because…

176 00:17:30.310 00:17:31.850 Demilade Agboola: Monday, most likely.

177 00:17:32.080 00:17:33.739 Caitlyn Vaughn: Thank you. Good to see you.

178 00:17:33.980 00:17:36.210 Demilade Agboola: Good to see you, too. Have a good weekend.

179 00:17:36.440 00:17:37.509 Caitlyn Vaughn: Hi, you too.