Meeting Title: Sandra - Awaish - Discussion on ARR Date: 2026-01-13 Meeting participants: Awaish Kumar, Sandra Nachförg-Buleandra


WEBVTT

1 00:03:43.630 00:03:45.289 Sandra Nachförg-Buleandra: Can you hear me?

2 00:03:45.830 00:03:47.239 Sandra Nachförg-Buleandra: Hi, how are you?

3 00:03:48.120 00:03:49.640 Awaish Kumar: I’m good, how about you?

4 00:03:50.310 00:03:56.579 Sandra Nachförg-Buleandra: Good, thank you, thank you. So, I think,

5 00:03:56.740 00:04:02.860 Sandra Nachförg-Buleandra: One, I wanted to go over maybe some help I could use from your side on the analytics part.

6 00:04:03.340 00:04:08.939 Sandra Nachförg-Buleandra: I wonder if that’s something you can help with. And then second of all.

7 00:04:09.100 00:04:16.400 Sandra Nachförg-Buleandra: Just around the ARR. I know, like you said, it’s… it looks all correct. I’m just so confused.

8 00:04:17.329 00:04:22.309 Awaish Kumar: So, I’m not sure, like, how Stripe is calculating it.

9 00:04:22.779 00:04:23.214 Awaish Kumar: Huh.

10 00:04:24.860 00:04:30.359 Sandra Nachförg-Buleandra: I don’t wear a check usually in Stripe, and I don’t know if you’re familiar with, like, the Stripe thing, but…

11 00:04:31.980 00:04:37.520 Awaish Kumar: I can, for example, show our logic, for example, if that is something.

12 00:04:37.890 00:04:47.859 Sandra Nachförg-Buleandra: Yeah, I know you did show me once before, which I… I think it all makes sense. And I would… I want to trust this, because I… I think it’s… I mean, A, it looks way better than the…

13 00:04:48.950 00:04:49.760 Sandra Nachförg-Buleandra: illustrate.

14 00:04:50.900 00:04:52.869 Awaish Kumar: So, like, this is all the…

15 00:04:53.000 00:04:59.770 Awaish Kumar: Stripe subscriptions, and from this, we get this, start and end dates.

16 00:04:59.910 00:05:02.819 Awaish Kumar: Where it is started, and when it is…

17 00:05:03.380 00:05:06.260 Awaish Kumar: Yep. Canceled, or the current date.

18 00:05:06.650 00:05:07.180 Sandra Nachförg-Buleandra: Huh.

19 00:05:07.410 00:05:12.370 Awaish Kumar: And then we use this to generate all the days from the start to end.

20 00:05:12.550 00:05:17.799 Awaish Kumar: For each day is a snapshot of when the subscription is active.

21 00:05:18.510 00:05:19.050 Sandra Nachförg-Buleandra: Yep.

22 00:05:19.390 00:05:21.620 Awaish Kumar: And then, how we calculate it.

23 00:05:21.880 00:05:28.639 Awaish Kumar: MRR is basically just the… Total revenue recognized divided by paid invoice count.

24 00:05:29.200 00:05:30.960 Sandra Nachförg-Buleandra: Yep, yep, yep, yep.

25 00:05:31.130 00:05:32.679 Awaish Kumar: Yeah, so…

26 00:05:32.680 00:05:35.120 Sandra Nachförg-Buleandra: Total revenue recognized.

27 00:05:35.510 00:05:36.330 Awaish Kumar: Yeah.

28 00:05:36.590 00:05:38.470 Sandra Nachförg-Buleandra: with.

29 00:05:38.470 00:05:40.990 Awaish Kumar: Which is not revenue recognized, so…

30 00:05:41.850 00:05:46.999 Sandra Nachförg-Buleandra: Is that also… that’s, like, standard, right? You do it for other companies the same way? The same logic?

31 00:05:47.510 00:05:48.579 Awaish Kumar: Sorry?

32 00:05:48.770 00:05:53.259 Sandra Nachförg-Buleandra: Is this, like, the standard way of doing it for every company that you work with?

33 00:05:53.620 00:06:08.030 Awaish Kumar: Yeah, like, so, everybody, like, have the gross revenue, which is… which comes from this amount total, with minus any subscript… subtract any refunds or discounts.

34 00:06:08.270 00:06:14.170 Awaish Kumar: Right? And then we say, and if it is… invoice is paid, then it is a recognized revenue.

35 00:06:14.380 00:06:15.160 Sandra Nachförg-Buleandra: Okay.

36 00:06:15.340 00:06:18.710 Awaish Kumar: And then we divide it by all the paid invoices, so…

37 00:06:18.870 00:06:19.450 Sandra Nachförg-Buleandra: Okay.

38 00:06:19.630 00:06:29.329 Sandra Nachförg-Buleandra: No, I trust the numbers. I’ll tell Michael, let’s use this, because honestly, it’s been, like, annoying to just get his… he kind of, like, looks at Stripe, and he’s like, oh, why did it go down?

39 00:06:29.480 00:06:30.930 Sandra Nachförg-Buleandra: And then I’m like, I…

40 00:06:31.110 00:06:37.790 Sandra Nachförg-Buleandra: I mean, I think, like, the numbers look better, like, if we look at ARR trend,

41 00:06:38.120 00:06:42.909 Sandra Nachförg-Buleandra: I’m seeing, actually, growth on… on, like, when I look in HEX.

42 00:06:43.390 00:06:44.860 Sandra Nachförg-Buleandra: So…

43 00:06:46.070 00:06:51.520 Awaish Kumar: So what I have here, I’ll show you quickly. And I would love your…

44 00:06:51.520 00:06:56.939 Sandra Nachförg-Buleandra: maybe more, like, support on analytics going forward. I’m gonna check with Michael, but I think we…

45 00:06:57.080 00:07:02.849 Sandra Nachförg-Buleandra: We want to just better understand, maybe have, like, a better dashboard, showing, like…

46 00:07:03.160 00:07:13.070 Sandra Nachförg-Buleandra: trends, why things trend upward versus downward, you know, things like that that I think will be super helpful. So right now, I have this dashboard here.

47 00:07:13.300 00:07:16.570 Awaish Kumar: Yeah, so… yeah, I… I can see that.

48 00:07:17.510 00:07:20.169 Sandra Nachförg-Buleandra: Yep, and then I have this chart.

49 00:07:20.860 00:07:23.980 Sandra Nachförg-Buleandra: Which, I’m looking at, okay, it dropped…

50 00:07:24.660 00:07:26.760 Sandra Nachförg-Buleandra: And then it went up again.

51 00:07:27.760 00:07:33.729 Sandra Nachförg-Buleandra: So we are actually, like, pretty flat right now. Versus in Stripe, if I go in Stripe here.

52 00:07:34.210 00:07:38.060 Sandra Nachförg-Buleandra: where I’m checking this number here, MRR.

53 00:07:39.490 00:07:41.570 Sandra Nachförg-Buleandra: It looks like it’s been…

54 00:07:45.880 00:07:49.649 Sandra Nachförg-Buleandra: it’s been more, like, downwards, you know? And then it’s like…

55 00:07:50.760 00:07:53.040 Sandra Nachförg-Buleandra: That’s more, like, why it’s, like, so…

56 00:07:53.620 00:07:58.239 Sandra Nachförg-Buleandra: why he’s been, like, asking me why it did drop, but I’m also, like, if I don’t…

57 00:07:58.520 00:08:03.009 Sandra Nachförg-Buleandra: In Stripe, you can really not do analytics, so I think, like, we need to do it in HEX.

58 00:08:04.640 00:08:08.639 Sandra Nachförg-Buleandra: I think if I… I want to trust the HEX numbers, right?

59 00:08:08.900 00:08:11.280 Sandra Nachförg-Buleandra: And I think if… I think it’s just, like.

60 00:08:11.610 00:08:14.990 Sandra Nachförg-Buleandra: How can we find out what the difference is, you know?

61 00:08:15.490 00:08:17.300 Sandra Nachförg-Buleandra: That’s sick. I don’t know.

62 00:08:18.290 00:08:20.020 Sandra Nachförg-Buleandra: What do you think?

63 00:08:20.510 00:08:24.740 Awaish Kumar: Yeah, the thing is that we just need to know, like, what the…

64 00:08:25.750 00:08:32.459 Awaish Kumar: We can only identify the difference if we are… if we know underlying data, like how Stripe is doing it, what…

65 00:08:33.960 00:08:38.259 Sandra Nachförg-Buleandra: Exactly, which is hard, right? Because… but I also think I would rather…

66 00:08:38.650 00:08:49.080 Sandra Nachförg-Buleandra: just not… not look at these numbers here, and just be like, you know, we have our own revenue recognition, because honestly, this is all projected anyways, right? ARR, it’s not like…

67 00:08:49.250 00:08:50.989 Sandra Nachförg-Buleandra: It’s not gonna number that…

68 00:08:51.370 00:08:56.699 Sandra Nachförg-Buleandra: is, like, real. It’s, like, project… projected over 12 months, right? So, in a way.

69 00:08:57.170 00:09:01.119 Sandra Nachförg-Buleandra: Using, like, our logic in hex is probably fine.

70 00:09:02.890 00:09:10.960 Awaish Kumar: Yeah, but, like, we can have a, like, someone, like, we have an analyst in our team which can help you build the

71 00:09:11.200 00:09:14.689 Awaish Kumar: Dashboards and HEGs, and also can help you

72 00:09:15.200 00:09:20.420 Awaish Kumar: Like, come up with a analyst, like, the… like, an investigation.

73 00:09:20.870 00:09:28.479 Awaish Kumar: Yeah. That one is different, white is different, different, and which one should we use? Like, things like that.

74 00:09:28.860 00:09:31.460 Sandra Nachförg-Buleandra: Yeah, that would be super helpful.

75 00:09:31.790 00:09:34.329 Sandra Nachförg-Buleandra: Just so we understand it, it’s not like…

76 00:09:35.260 00:09:38.930 Awaish Kumar: Like, for that, I need… maybe, I don’t know how we are…

77 00:09:39.250 00:09:51.299 Awaish Kumar: still moving, so my team already, kind of completed the SOWs for two works still discussed, like product analytics and the retention analysis.

78 00:09:51.440 00:10:02.120 Awaish Kumar: Yep. Yeah. And, like, and retention analysis, like, is… like, this analysis and retention is kind of, we can merge it together, like, kind of analysis workstream.

79 00:10:02.120 00:10:11.580 Awaish Kumar: And we can do retention sometimes, and we can do sometimes of that analysis, and build the HAGS dashboard.

80 00:10:12.060 00:10:13.030 Awaish Kumar: Yep.

81 00:10:13.370 00:10:16.319 Awaish Kumar: So, we have a proposal ready for that.

82 00:10:16.320 00:10:20.199 Sandra Nachförg-Buleandra: Yeah, that’d be great. Do you have, like, some… a document, or what… what do you have, like.

83 00:10:20.200 00:10:22.039 Awaish Kumar: I have a document, but, like.

84 00:10:22.730 00:10:25.509 Awaish Kumar: Kind of, it is ready, but it is,

85 00:10:25.650 00:10:27.670 Awaish Kumar: Being, like, you know, in finance.

86 00:10:27.670 00:10:28.519 Sandra Nachförg-Buleandra: We did see it.

87 00:10:28.520 00:10:29.050 Awaish Kumar: In sport?

88 00:10:30.100 00:10:30.690 Sandra Nachförg-Buleandra: No, go ahead.

89 00:10:31.880 00:10:38.179 Awaish Kumar: It is in the final stage in the sales process, so, like, everybody’s reviewing it, to send it out. Okay.

90 00:10:38.310 00:10:43.040 Awaish Kumar: So once that’s done, like, somebody from sales is going to send it to you.

91 00:10:43.580 00:10:46.939 Sandra Nachförg-Buleandra: Okay, cool. That sounds good to me.

92 00:10:46.940 00:10:53.100 Awaish Kumar: So once that’s done, like, in the meantime, I can, like, support you on the… e-work.

93 00:10:53.230 00:10:59.669 Awaish Kumar: Any new models we need to add, like, as you mentioned, we might need to add new ARR thing, or…

94 00:10:59.670 00:10:59.990 Sandra Nachförg-Buleandra: Yep.

95 00:10:59.990 00:11:02.549 Awaish Kumar: investigate the data, like, I investigated.

96 00:11:03.020 00:11:04.010 Awaish Kumar: Oh…

97 00:11:04.490 00:11:05.180 Sandra Nachförg-Buleandra: I think, do you…

98 00:11:05.180 00:11:22.669 Awaish Kumar: If I can find some issues immediately, I can solve it, but when I see, like, the numbers are the same, now what could be something here? What could be the difference in calculation, or something like that? For that, we need, like, more time, or, like…

99 00:11:22.670 00:11:24.949 Sandra Nachförg-Buleandra: Yeah, yeah, for sure. No, that’s… that’s fine.

100 00:11:25.320 00:11:29.380 Sandra Nachförg-Buleandra: Okay, cool. I think what we need is just new ARR weekly.

101 00:11:29.630 00:11:39.129 Sandra Nachförg-Buleandra: that one, because I… I’m basically… that will help me, give me some direction, like, if churned ARR is, like, higher.

102 00:11:39.550 00:11:48.789 Sandra Nachförg-Buleandra: then new ARR, right, then our ARR will go down. I think, like, just, like, understanding why ARR drops or rises would be super helpful.

103 00:11:48.970 00:11:52.730 Awaish Kumar: In our snowflake, we already have two tables.

104 00:11:52.890 00:11:54.110 Awaish Kumar: Somebody…

105 00:11:54.560 00:12:09.070 Awaish Kumar: two summary tables, one is for ARR weekly, and one is for AR monthly. You can use those tables for trend ARR, and for the ARR. For the new year, just add those columns there, then you can just use that.

106 00:12:09.680 00:12:11.840 Sandra Nachförg-Buleandra: Does it show, though, the tier?

107 00:12:12.490 00:12:13.730 Sandra Nachförg-Buleandra: No, right?

108 00:12:13.730 00:12:19.279 Awaish Kumar: It will show the tier from the invoices, like, it is called price tier from invoices, the column.

109 00:12:19.280 00:12:22.939 Sandra Nachförg-Buleandra: Which… is it a summary subscription, ARR weekly, that one?

110 00:12:22.940 00:12:23.500 Awaish Kumar: Yeah.

111 00:12:24.300 00:12:26.620 Sandra Nachförg-Buleandra: Okay, one second.

112 00:12:27.370 00:12:30.739 Sandra Nachförg-Buleandra: Price tier, you said, from invoice? That’s the name?

113 00:12:31.960 00:12:38.729 Awaish Kumar: So, like, we already had a price tier, which has come from subscriptions item table, but that is…

114 00:12:39.080 00:12:39.530 Sandra Nachförg-Buleandra: Yeah, I remember.

115 00:12:39.710 00:12:56.530 Awaish Kumar: I just added it from invoices data, we have. For this subscription, we have, for example, 5 invoices, so we are getting this data, this field, also in our invoices. I’m just getting it from there, so I just call it priced here from Invoices.

116 00:12:57.460 00:13:09.859 Sandra Nachförg-Buleandra: I see. Oh, yeah, yeah, you’re right, it is there. Okay, cool. I’m gonna use this for now, when it comes to, like, turn the ARR and see, okay, which tier is, like, dropping. I think that’s what we kind of need to see.

117 00:13:10.050 00:13:10.840 Sandra Nachförg-Buleandra: Perfect.

118 00:13:11.620 00:13:18.000 Sandra Nachförg-Buleandra: Cool, no, I think this all makes sense. And then new ARR, that one… wait, let me just show you what I’m looking at.

119 00:13:19.050 00:13:21.910 Awaish Kumar: New ERR is missing in weekly summary.

120 00:13:21.910 00:13:22.860 Sandra Nachförg-Buleandra: Yeah.

121 00:13:22.860 00:13:23.190 Awaish Kumar: I will.

122 00:13:23.190 00:13:23.700 Sandra Nachförg-Buleandra: Cool.

123 00:13:24.060 00:13:29.049 Sandra Nachförg-Buleandra: That would be great, because then I can do week start. Ultimately, I want to, like, see

124 00:13:29.590 00:13:41.480 Sandra Nachförg-Buleandra: If churned ARR for pro, okay, this was this much, and the… okay, yeah, and then the new AR, so that way I can, like, pull, like, together, a better stack.

125 00:13:41.590 00:13:43.450 Sandra Nachförg-Buleandra: Root cause analysis.

126 00:13:43.830 00:13:44.550 Awaish Kumar: Okay.

127 00:13:44.770 00:13:56.339 Sandra Nachförg-Buleandra: Cool. That’s super helpful. Yeah, if you can add that, and then we can discuss more the analytics portion, like retention, analysis, when it’s a W.

128 00:13:57.020 00:14:01.130 Awaish Kumar: Yeah, we probably will send it over in a…

129 00:14:01.420 00:14:01.950 Sandra Nachförg-Buleandra: Yep.

130 00:14:01.950 00:14:03.680 Awaish Kumar: Like, in few days, like…

131 00:14:03.680 00:14:04.250 Sandra Nachförg-Buleandra: Perfect.

132 00:14:04.290 00:14:10.510 Awaish Kumar: But apart from, like, apart from that, like, did you have any understanding of, like…

133 00:14:11.250 00:14:19.009 Awaish Kumar: like, before even getting that SLW, do you have an understanding of, like, how much hours do you need per month, and you can just…

134 00:14:19.150 00:14:19.790 Awaish Kumar: go with that.

135 00:14:19.790 00:14:20.380 Sandra Nachförg-Buleandra: Yeah.

136 00:14:20.380 00:14:21.680 Awaish Kumar: Something.

137 00:14:22.010 00:14:30.020 Sandra Nachförg-Buleandra: I would say… For the analytics portion, What is if we do…

138 00:14:31.860 00:14:35.719 Sandra Nachförg-Buleandra: 20 hours per week, just, like, getting support.

139 00:14:36.380 00:14:41.340 Sandra Nachförg-Buleandra: And then get, like, a… figure out how much that would be per month. I think that would be…

140 00:14:41.610 00:14:47.910 Sandra Nachförg-Buleandra: That would be helpful for us to get, like, an understanding, you know? Because it’s kind of like another head count for us, right?

141 00:14:48.050 00:14:52.520 Sandra Nachförg-Buleandra: Which we don’t have to hire externally.

142 00:14:53.560 00:14:56.080 Sandra Nachförg-Buleandra: But I think 20 hours a week is more than enough.

143 00:14:56.670 00:15:02.359 Sandra Nachförg-Buleandra: because we don’t have always analytics, but I think we could do more if we have someone that’s like, okay.

144 00:15:02.510 00:15:11.559 Sandra Nachförg-Buleandra: That person’s always gonna be there, and then I can, like, make sure Mondays we meet, I’ll discuss with Michael what do we need to understand, and then I’ll… I’ll work with you guys.

145 00:15:12.630 00:15:21.410 Awaish Kumar: Yeah, that’s what I wanted to hear, like, we… someone is going to be there, and he’s going to analyze, he’s going to come up with a roadmap, like…

146 00:15:21.570 00:15:23.269 Awaish Kumar: This is what we can do.

147 00:15:24.140 00:15:24.720 Sandra Nachförg-Buleandra: Yep.

148 00:15:25.440 00:15:31.820 Awaish Kumar: And also, like, he… like, they are also going to… they’ll come up with some requirements for us, like.

149 00:15:32.270 00:15:37.709 Awaish Kumar: I need to do this analysis, I don’t have data, or I don’t have data in the exit format, like, let’s…

150 00:15:37.830 00:15:39.950 Awaish Kumar: So he’ll be able to kind of…

151 00:15:40.670 00:15:46.759 Sandra Nachförg-Buleandra: Yeah, iterating on it. And we do want to understand more product usage as well, now that we’re launching new features.

152 00:15:46.850 00:16:05.060 Sandra Nachförg-Buleandra: like, we had just launched Agent, which is, like, an agent that people can use to make videos, so we want to understand the usage there. I need to still figure out where this data lives. We might need a new model for that, a new DPT model, so that’s gonna come up as well. And…

153 00:16:05.280 00:16:13.050 Sandra Nachförg-Buleandra: then we made some changes to, like, our team’s plans. Like, we added a Teams plan, which changed a lot of the

154 00:16:13.160 00:16:25.180 Sandra Nachförg-Buleandra: underlying data. I’m going to check if an engineer has time to talk with you and me through that, just so we can understand, okay, where’s this data living, and what do we need?

155 00:16:26.590 00:16:27.380 Awaish Kumar: Okay.

156 00:16:27.640 00:16:33.330 Sandra Nachförg-Buleandra: If that makes sense. But yeah, there is work, it’s just, like, I need to be better at, like, organizing it.

157 00:16:35.320 00:16:37.179 Awaish Kumar: Okay, yeah, like,

158 00:16:37.860 00:16:48.989 Awaish Kumar: That’s what, like… like, that’s the thing, like, when we are hooked on a, like, monthly basis, then, like, on a fixed price, then we know, like, we have to…

159 00:16:49.290 00:16:55.029 Awaish Kumar: put, like, this much effort onto Hydra, and, like, our team is also, like, kind of…

160 00:16:55.190 00:17:03.129 Awaish Kumar: Whatever comes up in our conversation, we take notes, and then we kind of create a roadmap for that.

161 00:17:03.350 00:17:08.339 Awaish Kumar: Yeah. And set you for approval, like, okay, does it look good? Should we go after that?

162 00:17:08.980 00:17:09.490 Sandra Nachförg-Buleandra: Yep.

163 00:17:09.609 00:17:23.000 Sandra Nachförg-Buleandra: Yep, perfect. Yeah, I think having you regularly on is just easier, because it’s, like, there is always work, it’s just, like, for me, sometimes hard to know what’s needed right now, because of Michael, he’s giving me assignments, and then I’m, like.

164 00:17:23.359 00:17:26.819 Sandra Nachförg-Buleandra: Trying to do multiple things at the same time.

165 00:17:26.920 00:17:30.000 Sandra Nachförg-Buleandra: But… Yeah.

166 00:17:30.640 00:17:36.270 Sandra Nachförg-Buleandra: Let me write down all the new projects for this week. What we need.

167 00:17:36.480 00:17:38.759 Sandra Nachförg-Buleandra: And then going forward,

168 00:17:40.320 00:17:45.739 Sandra Nachförg-Buleandra: I’ll discuss with Michael, but I think it would be nice to have analytics support, like, ongoing.

169 00:17:45.880 00:17:48.750 Sandra Nachförg-Buleandra: Yep.

170 00:17:49.980 00:17:55.560 Awaish Kumar: Okay, great, yeah, so those SOWs will come your way sometime this week.

171 00:17:56.160 00:18:12.510 Sandra Nachförg-Buleandra: Yes, perfect. And then, yeah, I will do the analysis on the churned ARR and the new ARR, once you added the new ARR. That’s, like, the high priority, because Michael wants to know why it dropped. So I just want to set up a hex dashboard for him to quickly check why.

172 00:18:12.620 00:18:14.159 Sandra Nachförg-Buleandra: Things are doubled on.

173 00:18:14.380 00:18:16.759 Awaish Kumar: I will just do that right now.

174 00:18:17.130 00:18:17.740 Sandra Nachförg-Buleandra: Cool.

175 00:18:17.740 00:18:19.879 Awaish Kumar: That’s, like, number one for today.

176 00:18:19.890 00:18:31.470 Sandra Nachförg-Buleandra: And then the agent stuff, I’m gonna set up some time with engineering, I’ll probably invite you to it, just to understand where this data lives, and then, we need to create, like, a new DPD model for that.

177 00:18:32.190 00:18:33.670 Awaish Kumar: Okay, yeah, sure.

178 00:18:35.200 00:18:36.700 Sandra Nachförg-Buleandra: Alright, thank you.

179 00:18:36.950 00:18:37.830 Awaish Kumar: Thank you, bye.

180 00:18:37.830 00:18:38.600 Sandra Nachförg-Buleandra: Great help.

181 00:18:39.150 00:18:39.679 Awaish Kumar: Take care.

182 00:18:39.980 00:18:40.810 Sandra Nachförg-Buleandra: Bye!