Meeting Title: GlobalVetLink | Brainforge Product Analytics Kickoff Date: 2026-03-09 Meeting participants: Brylle Girang, Greg Stoutenburg, Kat Gillis, Mustafa Raja
WEBVTT
1 00:02:11.580 ⇒ 00:02:12.850 Greg Stoutenburg: Hey, how’s it going?
2 00:02:13.130 ⇒ 00:02:13.930 Brylle Girang: Hello?
3 00:02:14.270 ⇒ 00:02:15.490 Brylle Girang: Crazy Monday.
4 00:02:16.290 ⇒ 00:02:18.600 Greg Stoutenburg: Yeah.
5 00:02:19.030 ⇒ 00:02:20.250 Greg Stoutenburg: Sure is.
6 00:02:21.330 ⇒ 00:02:25.459 Greg Stoutenburg: Came back from 2 days off, you would have thought I took a month off.
7 00:02:26.240 ⇒ 00:02:34.939 Greg Stoutenburg: Like, there are 30 notifications? Yeah, it’s just Slack. Hello! Hi, Kat, I’m Greg, nice to meet you.
8 00:02:35.290 ⇒ 00:02:36.569 Kat Gillis: Nice to meet you.
9 00:02:36.710 ⇒ 00:02:37.480 Brylle Girang: I got…
10 00:02:38.000 ⇒ 00:02:38.970 Kat Gillis: Hi.
11 00:02:42.090 ⇒ 00:02:43.419 Greg Stoutenburg: Kat, where are you located?
12 00:02:44.470 ⇒ 00:02:46.429 Kat Gillis: I am in Boise, Idaho.
13 00:02:47.470 ⇒ 00:02:48.720 Kat Gillis: Nice. What about you?
14 00:02:49.280 ⇒ 00:02:53.539 Greg Stoutenburg: Spend one night there on my move from Moscow over to Pennsylvania.
15 00:02:53.880 ⇒ 00:02:56.789 Kat Gillis: Oh, funny, are you in Pennsylvania now?
16 00:02:57.020 ⇒ 00:03:04.200 Greg Stoutenburg: Yep, yep, I’m in York, Pennsylvania now, from Michigan originally. But I taught one year in the philosophy department at University of Idaho.
17 00:03:04.740 ⇒ 00:03:06.120 Kat Gillis: Fun, okay.
18 00:03:06.280 ⇒ 00:03:07.600 Greg Stoutenburg: Yeah, yeah.
19 00:03:09.780 ⇒ 00:03:12.110 Greg Stoutenburg: From Idaho originally, or you just end up up there?
20 00:03:12.260 ⇒ 00:03:24.179 Kat Gillis: No, yeah, I am from Germany and immigrated to New Jersey, which is where I spent most of my life, and then, yeah, we were in Brooklyn, Seattle, now Idaho.
21 00:03:24.850 ⇒ 00:03:26.890 Greg Stoutenburg: Cool. Awesome. Nice.
22 00:03:26.890 ⇒ 00:03:30.659 Kat Gillis: So you wanted to see mountains, save a lot of money, and still enjoy the dry air.
23 00:03:30.970 ⇒ 00:03:32.100 Kat Gillis: Precisely, yes.
24 00:03:33.310 ⇒ 00:03:38.969 Kat Gillis: We have lots of little kids, so we needed open space.
25 00:03:38.970 ⇒ 00:03:42.210 Greg Stoutenburg: Yep, yep, you found it. That’s great. Very nice.
26 00:03:44.120 ⇒ 00:03:51.559 Greg Stoutenburg: I think we’re not waiting for anyone. It looks like everyone’s here. Robert, is away this week.
27 00:03:51.820 ⇒ 00:03:52.350 Kat Gillis: Okay.
28 00:03:53.040 ⇒ 00:03:54.630 Greg Stoutenburg: Cool. So…
29 00:03:54.630 ⇒ 00:04:14.899 Greg Stoutenburg: Okay, well, let’s get right into it. So, you know, glad to be working with you on this. Product analytics is one of our specializations, so, I was able to watch the videos that you sent over and read through the work that you and Robert have been discussing together to see what the scope of the project is, and it looks like you’ve got this Pendo implementation that’s
30 00:04:14.900 ⇒ 00:04:32.129 Greg Stoutenburg: maybe a little bit disorganized, not saying that in a critical way, but it seems like there’s, sort of a lot of stuff in there, and less sort of clear organization around intent, and you want help with that. You want help getting that right, understand what really drives activation, understand where drop-off is. Is that about right?
31 00:04:32.470 ⇒ 00:04:43.790 Kat Gillis: Yep, and I feel a little bad because we wrote up the… the, scope of work maybe 2 days before we learned a whole bunch more information, so I’m hopeful that we can,
32 00:04:44.070 ⇒ 00:04:49.380 Kat Gillis: Pivot a little bit based on… based on the scope and, still make it work.
33 00:04:50.160 ⇒ 00:05:07.789 Greg Stoutenburg: Yeah, yeah, yeah, okay. Yeah, yeah, I mean, and as far as anything, like, you know, contract-wise or anything, that’s the Sir Roberts department, so my role is just to, you know, understand what your needs are, we’ll scope out that tracking plan, and then there will be some amount of implementation
34 00:05:07.830 ⇒ 00:05:11.969 Greg Stoutenburg: sort of toward the end, as I understand it, so… Agreed.
35 00:05:11.970 ⇒ 00:05:36.420 Greg Stoutenburg: Yeah, that sounds good. So, I did see in the videos that you said, you know, there were all these, these features, which basically look like areas on pages, in… but that’s Pendo’s terminology for it, and then a bunch of events that were custom-created events, and you want those audited, and maybe even just entirely discarded, and we start from scratch. But in any case, like, sort of understand what’s there, and what you’ve been looking at so far, right?
36 00:05:37.170 ⇒ 00:05:37.730 Kat Gillis: Yep.
37 00:05:38.410 ⇒ 00:05:45.510 Greg Stoutenburg: Okay, cool. Okay, well, what would, is there anything you want to share before we sort of just dive into it?
38 00:05:47.410 ⇒ 00:05:51.760 Kat Gillis: Nope, if you watched the videos, I think that was the bulk of it, so that’s great.
39 00:05:52.400 ⇒ 00:06:04.929 Greg Stoutenburg: Okay, cool. Alright, well, what would really help me is… so, basically, the way that I like to think about what we’re doing with product analytics is they’re just supposed to give you a little bit of insight into how things are going for your product and for users in your product.
40 00:06:04.930 ⇒ 00:06:15.850 Greg Stoutenburg: Making sure that they’re able to successfully and quickly find value. So that’s… that’s kind of the idea, right? And how do we know if they find value? They do certain things, like pay.
41 00:06:15.850 ⇒ 00:06:21.089 Greg Stoutenburg: come back, you know, things like that. They fill in their account details, whatever the basic
42 00:06:21.200 ⇒ 00:06:39.029 Greg Stoutenburg: purpose of your product is, they’re doing that thing. So that’s really what we’re gonna try to do. So, for that reason, what would be very helpful for me is I saw, you know, you’ve got basically two products. If you could walk me through what someone is doing when they sign up for one of them?
43 00:06:39.030 ⇒ 00:06:59.949 Greg Stoutenburg: Meaning, like, like, what’s the goal? Now, I went in, you know, I clicked around and things, but, to just kind of hear from you, like, if we can understand what the gold standard is, you know, we want someone to come in and do this, because this is the problem they have, and this is what they can use our product for. That kind of understanding will really help me then come up with, like, a proposal for what, workflow is that we would want to track.
44 00:07:00.810 ⇒ 00:07:20.569 Kat Gillis: Yep, great. I will share my screen. I am 2 months into the company, so, I would probably also have you guys chat for 30 minutes with a PM who’s been here for 9 years and knows way more, but sometimes the, high-level overview is actually more helpful.
45 00:07:20.640 ⇒ 00:07:21.800 Kat Gillis: Okay.
46 00:07:22.090 ⇒ 00:07:38.159 Kat Gillis: Okay, so core user is a veterinarian, a horse veterinarian, equine veterinarian, so they come into our platform and basically create, health certificates for their horses, so…
47 00:07:38.600 ⇒ 00:07:43.860 Kat Gillis: I’ll go ahead, and we have, a couple of different certificate types.
48 00:07:44.280 ⇒ 00:08:02.550 Kat Gillis: So, that was, kind of what I was getting at in the spreadsheet. The two main certificate types are CVIs and EIAs. We kind of want to track those equally, so one happy path is a CVIA, one is a CVI, one is an EIA.
49 00:08:02.950 ⇒ 00:08:06.340 Kat Gillis: Within those, there’s different animal types, but I figured that’s…
50 00:08:06.780 ⇒ 00:08:09.809 Kat Gillis: Can somehow be specified as a…
51 00:08:09.990 ⇒ 00:08:12.719 Kat Gillis: I don’t know, metadata or something, versus…
52 00:08:12.970 ⇒ 00:08:28.900 Kat Gillis: tracking them individually. So I come in, start my certificate, and then they fill out all these fields to create their health certificate, then they hit preview and sign, and then if everything is correct, they can sign it at the end, and the certificate is signed.
53 00:08:28.980 ⇒ 00:08:35.400 Kat Gillis: that is the whole product, that is the whole workflow. If they do that many times a month.
54 00:08:35.710 ⇒ 00:08:37.110 Kat Gillis: We make a lot of money.
55 00:08:37.750 ⇒ 00:08:41.000 Greg Stoutenburg: Okay, great. Do they pay when they make a certificate?
56 00:08:41.490 ⇒ 00:08:42.130 Kat Gillis: Yes.
57 00:08:42.809 ⇒ 00:08:43.529 Greg Stoutenburg: Okay.
58 00:08:43.649 ⇒ 00:08:47.129 Greg Stoutenburg: When they have a… when they have a certificate, what do they now do with it?
59 00:08:48.680 ⇒ 00:09:02.540 Kat Gillis: They… so this is the second product, so the owner of the horse can then come in and download the certificate and print it out, take it on an airplane.
60 00:09:02.560 ⇒ 00:09:09.410 Kat Gillis: you know, it’s basically certificates of movement of animals, so wherever they’re going, they would take that certificate with them.
61 00:09:09.980 ⇒ 00:09:15.619 Kat Gillis: It’s… that path is a little bit less… I think it’s this one, let’s see.
62 00:09:16.530 ⇒ 00:09:36.099 Kat Gillis: Yes, okay. So the other product, is for the horse owner. They can come in and basically see the certificates… I guess I don’t have any, but see the certificates that the vet has generated for them. They don’t need to do anything with them unless there’s a problem, and so…
63 00:09:36.550 ⇒ 00:09:39.850 Kat Gillis: This is where I’m a little bit less clear on…
64 00:09:40.280 ⇒ 00:09:45.829 Kat Gillis: what we want the users doing in here, and what the real value is, and I think the PM
65 00:09:46.370 ⇒ 00:09:49.609 Kat Gillis: Would be more useful to explain.
66 00:09:50.910 ⇒ 00:09:54.470 Greg Stoutenburg: Okay. Yeah, fair enough. Yeah, continue.
67 00:09:54.980 ⇒ 00:10:07.530 Kat Gillis: Generally, also, this product, we are revamping right now, and we’ll be adding more features, and it’ll become more valuable, so I view it as lower priority. I think we had a couple…
68 00:10:07.540 ⇒ 00:10:15.599 Kat Gillis: Features, great, but it’s definitely lower priority. Other things I wanted to call out…
69 00:10:17.350 ⇒ 00:10:34.629 Kat Gillis: in this platform. So, we are currently sending a couple of email… marketing emails, when people don’t complete certain actions. I would like to send those out of Pendo, we’re sending them out of HubSpot right… right now, and I think that those actions are a good…
70 00:10:36.010 ⇒ 00:10:40.110 Kat Gillis: Indicator of what we want people… doing…
71 00:10:40.430 ⇒ 00:10:43.350 Kat Gillis: Where did I put them?
72 00:10:44.850 ⇒ 00:10:45.960 Kat Gillis: Sorry.
73 00:10:53.290 ⇒ 00:11:06.369 Kat Gillis: Okay, so… These are 4 emails that we’re sending right now. Someone can, set up their account.
74 00:11:06.990 ⇒ 00:11:09.590 Kat Gillis: But not log in yet, and…
75 00:11:09.780 ⇒ 00:11:15.210 Kat Gillis: that seems like a super basic thing that Penno would know, and that we could,
76 00:11:15.680 ⇒ 00:11:28.789 Kat Gillis: email them about. Then the next is, I guess, users can create or need to fill out their profile, and if their profile isn’t filled out, then we remind them to fill out their profile.
77 00:11:30.240 ⇒ 00:11:34.369 Kat Gillis: I would need to figure out on my side, like, what is exactly the thing that…
78 00:11:34.540 ⇒ 00:11:43.200 Kat Gillis: we need to know that the profile is incomplete, but that’s another one. And then…
79 00:11:44.050 ⇒ 00:11:47.399 Kat Gillis: They’re… one of the certificate types, the…
80 00:11:52.410 ⇒ 00:12:06.039 Kat Gillis: CVIs expire after a year, and so we send an email a month before telling them, your health certificate is expiring, remember to redo it. No idea if that could come out of Pendo.
81 00:12:06.370 ⇒ 00:12:07.500 Kat Gillis: as well.
82 00:12:07.730 ⇒ 00:12:10.950 Kat Gillis: And then…
83 00:12:11.350 ⇒ 00:12:18.309 Kat Gillis: Same thing with this other certificate type, it expires after a month, and ideally we would send a reminder.
84 00:12:18.700 ⇒ 00:12:20.830 Greg Stoutenburg: the EECVI, okay.
85 00:12:20.830 ⇒ 00:12:21.850 Kat Gillis: Yep.
86 00:12:21.850 ⇒ 00:12:25.369 Greg Stoutenburg: What is the difference between an EECVI and a CVI?
87 00:12:25.700 ⇒ 00:12:42.049 Kat Gillis: So, basically in the horse world, you can get a CVI to, take your horse from one state to the next, and, it lasts for one movement.
88 00:12:42.070 ⇒ 00:12:47.809 Kat Gillis: So, once you’ve gone from one seat to the next, it expires. EECVIs are extended.
89 00:12:47.870 ⇒ 00:12:56.929 Kat Gillis: equine CVIs, and they last for 6 months, so you can move however many times you want in that 6 months, or it might be 3 months, I can’t remember. Okay.
90 00:12:57.370 ⇒ 00:13:02.310 Kat Gillis: So, but they get used significantly less, that’s why I didn’t highlight them as kind of a key…
91 00:13:03.020 ⇒ 00:13:06.730 Kat Gillis: feature, still want to track them, but not…
92 00:13:06.760 ⇒ 00:13:07.570 Greg Stoutenburg: Yeah.
93 00:13:08.380 ⇒ 00:13:13.959 Greg Stoutenburg: Yeah, no, that’s helpful because then the use case for CVIs and EECVIs is pretty much the same, it’s just that.
94 00:13:13.960 ⇒ 00:13:14.280 Kat Gillis: Yep.
95 00:13:14.280 ⇒ 00:13:21.799 Greg Stoutenburg: the CVI… the EE CVI is going to be selected, I guess, when there’s, you know, more… a longer horse travel.
96 00:13:21.800 ⇒ 00:13:23.710 Kat Gillis: Yeah, that’s right, that’s right.
97 00:13:23.710 ⇒ 00:13:25.559 Greg Stoutenburg: Horses taking a longer vacation, okay.
98 00:13:25.560 ⇒ 00:13:26.770 Kat Gillis: Yeah.
99 00:13:26.770 ⇒ 00:13:29.830 Greg Stoutenburg: Alright, great. Yeah, I get it.
100 00:13:29.830 ⇒ 00:13:30.770 Kat Gillis: Okay.
101 00:13:30.770 ⇒ 00:13:37.599 Greg Stoutenburg: Now, does the, does the horse owner pay, or does the vet pay, or do both pay?
102 00:13:37.840 ⇒ 00:13:39.290 Kat Gillis: The vet pays.
103 00:13:39.500 ⇒ 00:13:39.830 Greg Stoutenburg: Okay.
104 00:13:39.830 ⇒ 00:13:40.200 Kat Gillis: data.
105 00:13:40.930 ⇒ 00:13:46.110 Kat Gillis: owner through their clinic. We have nothing to do with that, but we collect payment from the vet.
106 00:13:46.700 ⇒ 00:13:58.360 Greg Stoutenburg: Okay, got it, right, yeah. Then the horse owner doesn’t, like, separately pay for, like, a subscription to their, to their, certificates. Got it, okay, all right? Okay.
107 00:14:00.460 ⇒ 00:14:10.230 Greg Stoutenburg: Okay. So, is this basically right? The vet, the vet signs in, They create a profile, They.
108 00:14:10.230 ⇒ 00:14:24.570 Kat Gillis: Well, let me show you, the… so, we’re a PLG product, so people can sign up from our website. This is quite messy, but part of the… part of the issue that we’re having. Okay, so if I hit sign up…
109 00:14:25.310 ⇒ 00:14:45.200 Kat Gillis: Okay, so this is the registration form. This is how a new vet comes on board. This is already on the product domain, it’s not on the marketing domain, so that should actually help in this scenario. Very problematic on the marketing side, but it’s fine. So they fill out this form.
110 00:14:45.570 ⇒ 00:14:58.810 Kat Gillis: when they click Create New Account, that creates an account in Global VetLink. The next step asks them for their credit card information. They can not fill that out, and would still have an account.
111 00:14:59.000 ⇒ 00:15:08.040 Kat Gillis: in Global VetLink, and basically, at that point, we currently manually prompt, like, we call them and manually prompt them for credit card information.
112 00:15:08.240 ⇒ 00:15:14.060 Kat Gillis: ideally could also do that somehow automated via Pendo, I don’t know.
113 00:15:14.820 ⇒ 00:15:19.400 Kat Gillis: But that’s kind of the initial process for even setting up their account.
114 00:15:20.220 ⇒ 00:15:26.240 Greg Stoutenburg: Okay, got it. If they have not entered their payment details, are they still able to create certificates?
115 00:15:26.450 ⇒ 00:15:38.820 Kat Gillis: They are not. I don’t know where, at what stage we block them, but we block them somewhere. Like, I don’t know if they log in and get an error, or can’t even log in, something like that.
116 00:15:39.370 ⇒ 00:15:45.140 Greg Stoutenburg: I’ll find out, yeah. I mean, I’ll create a free user and find out, but just wanted to see if you knew off the top of your head.
117 00:15:45.140 ⇒ 00:15:46.130 Kat Gillis: Okay.
118 00:15:46.130 ⇒ 00:15:55.940 Greg Stoutenburg: But then assuming that they do enter their payment details, so they’ve completed the information about the clinic and about themselves, they submit payment information, and then they come in
119 00:15:56.230 ⇒ 00:15:59.509 Greg Stoutenburg: And now they can create a certificate, or are there more steps?
120 00:15:59.990 ⇒ 00:16:12.420 Kat Gillis: They have to upload a, a valid signature, which, they…
121 00:16:13.190 ⇒ 00:16:20.489 Kat Gillis: Oh, and a license, and I believe that they can click Create New Account without uploading a license.
122 00:16:21.420 ⇒ 00:16:26.119 Kat Gillis: Because we… somehow the system doesn’t require it, so sometimes…
123 00:16:26.590 ⇒ 00:16:39.540 Kat Gillis: that’s kind of where the profile comes in, and again, I can triple check, like, what is involved, if this is what we mean when we say complete your profile, but, yeah. If they fully filled this out, then they could start creating.
124 00:16:40.390 ⇒ 00:16:41.590 Kat Gillis: Certificates.
125 00:16:42.200 ⇒ 00:16:42.990 Greg Stoutenburg: Okay.
126 00:16:43.190 ⇒ 00:16:45.590 Greg Stoutenburg: Okay, got it.
127 00:16:45.880 ⇒ 00:16:53.790 Greg Stoutenburg: All right, now, once they fill in the license details form, I’m asking all these questions because these are going to be workflows that’ll get met down.
128 00:16:53.790 ⇒ 00:16:54.220 Kat Gillis: Fair enough.
129 00:16:54.270 ⇒ 00:17:10.459 Greg Stoutenburg: This is, these will become some of the basic recommendations that we’ll make for the tracking plan. So, once the vet has completed the license details, does that then have to be verified on your end, or they type it in and they’re all set?
130 00:17:11.619 ⇒ 00:17:18.219 Kat Gillis: Good question. I think they type it in and they’re all set, but we’ll also follow up on that one for you.
131 00:17:18.520 ⇒ 00:17:26.749 Greg Stoutenburg: Okay, great. Yeah, let’s follow up on that, because one of the reasons why is when we think about, like, time to value from the PLG perspective,
132 00:17:27.020 ⇒ 00:17:48.169 Greg Stoutenburg: I want to make sure that the expectations are right, because if what we’re expecting to see is something like user clicks sign up, completes profile, types in license details, and now we think it should only take them, like, another 3 minutes or something to create, like, a CVI, if actually there’s more that has to go on, like, you know, in between those two things, then it might look like we’re
133 00:17:48.170 ⇒ 00:17:54.500 Greg Stoutenburg: failing symmetric, that we’re actually not failing. So, okay, just wanted to clarify that. Okay, great.
134 00:17:54.720 ⇒ 00:18:14.219 Greg Stoutenburg: As far as other feature usage, you know, I mean, so we’re just doing, we’re just doing a sort of lightweight audit sprint to come up with a new tracking plan, so we won’t look at, like, everything, but just thinking about the vet’s perspective, they’ve come into GVL and signed up, they’re creating certificates, what else would they do here?
135 00:18:18.450 ⇒ 00:18:26.460 Kat Gillis: That is the main function. They can set up, templates.
136 00:18:26.960 ⇒ 00:18:33.759 Kat Gillis: to speed up, like, the bigger clinics will create CVI templates to speed up creation in the future.
137 00:18:34.070 ⇒ 00:18:39.339 Kat Gillis: I think this is minimally used, but… That would be something,
138 00:18:39.750 ⇒ 00:18:51.430 Kat Gillis: we have these, like, sub-other things that they can do, also very niche. They can create feeding schedules and rabies certificates and, like, prescription scripts.
139 00:18:51.840 ⇒ 00:18:58.050 Kat Gillis: education, yeah, all secondary features,
140 00:18:59.140 ⇒ 00:19:05.609 Kat Gillis: Then we have something called IHCs International, so if the horse is going internationally, this is how they would do that.
141 00:19:06.230 ⇒ 00:19:07.540 Kat Gillis: Okay.
142 00:19:07.960 ⇒ 00:19:08.760 Kat Gillis: Yeah.
143 00:19:09.170 ⇒ 00:19:09.770 Greg Stoutenburg: Okay.
144 00:19:09.770 ⇒ 00:19:13.449 Kat Gillis: It’s all kind of the same… it’s all the same process.
145 00:19:13.640 ⇒ 00:19:17.990 Greg Stoutenburg: Same basic function. Okay, great. Okay.
146 00:19:20.160 ⇒ 00:19:25.320 Kat Gillis: And then I do think… I don’t know, again, the PM that you’ll chat with.
147 00:19:25.570 ⇒ 00:19:35.690 Kat Gillis: Could maybe highlight, you know, how often vets are coming in to look up past certificates that they’ve submitted.
148 00:19:35.900 ⇒ 00:19:36.550 Greg Stoutenburg: Yeah.
149 00:19:36.740 ⇒ 00:19:38.980 Kat Gillis: So, if I click on…
150 00:19:39.970 ⇒ 00:19:44.749 Kat Gillis: Well, these aren’t great, but my understanding is that the certificates all have a status.
151 00:19:45.780 ⇒ 00:19:51.079 Kat Gillis: As well, and so you can see if they’ve been endorsed.
152 00:19:51.200 ⇒ 00:20:01.590 Kat Gillis: So maybe that would be something that they are looking at, but the whole point is, because of the animal owner portal that I briefly showed you, that the vets ideally would not be
153 00:20:01.830 ⇒ 00:20:07.440 Kat Gillis: Resending, downloading, emailing stuff, because we’re trying to push all of that onto the animal owner.
154 00:20:08.000 ⇒ 00:20:10.489 Greg Stoutenburg: Got it. Okay. Good to know.
155 00:20:11.580 ⇒ 00:20:12.770 Greg Stoutenburg: That’s helpful.
156 00:20:13.460 ⇒ 00:20:18.439 Greg Stoutenburg: Yeah, it looks like your options are maybe just voided or non-voided.
157 00:20:19.720 ⇒ 00:20:22.520 Kat Gillis: Yeah, I’m wondering,
158 00:20:23.870 ⇒ 00:20:30.719 Kat Gillis: Why I can’t see… Oh, that’s right, because this is a demo platform and we can’t submit real ones. So…
159 00:20:32.340 ⇒ 00:20:44.830 Kat Gillis: CVIs get submitted to… CVIs or EIs. I think it’s the CVIs get submitted to the USDA for endorsement and approval. And so there is a…
160 00:20:45.100 ⇒ 00:20:50.920 Kat Gillis: Status component where the vet might want to check if it was accepted?
161 00:20:51.080 ⇒ 00:20:52.350 Kat Gillis: Okay.
162 00:20:53.020 ⇒ 00:20:57.480 Kat Gillis: But again, I don’t know how often that’s happening, if that’s actually important.
163 00:20:57.910 ⇒ 00:21:00.090 Greg Stoutenburg: Got it. Okay.
164 00:21:00.240 ⇒ 00:21:08.609 Greg Stoutenburg: Okay, great. If there’s anything else to click around on, we can do that. Otherwise, I think we can probably move on from this part.
165 00:21:08.790 ⇒ 00:21:09.380 Kat Gillis: Cool.
166 00:21:10.330 ⇒ 00:21:27.259 Greg Stoutenburg: Okay. Thinking about Pendo and the implementation of Pendo that you have so far, you know, I’m able to read the notes and watch your videos and things, but what is it that you wish you could do that you’re not currently able to do? Like, what’s really… what really got you to talk to Brainforge about this?
167 00:21:27.260 ⇒ 00:21:33.419 Kat Gillis: Yeah. So, primarily is just seeing, like.
168 00:21:34.020 ⇒ 00:21:44.410 Kat Gillis: have product metrics improved, gone down? I mean, I… it’s a total black box for me, coming on new now. I have no idea what is going well or not.
169 00:21:44.580 ⇒ 00:21:49.689 Kat Gillis: Secondarily, I also oversee marketing, and so being able to have
170 00:21:49.850 ⇒ 00:21:56.090 Kat Gillis: stats, you know, and obviously that could just be a one-time thing, but ongoing, of…
171 00:21:56.190 ⇒ 00:22:06.819 Kat Gillis: time saved on certificates or, like, what people are doing in the platform would be very helpful. And then the third is these emails. Like, my marketing team is sending just
172 00:22:06.950 ⇒ 00:22:09.949 Kat Gillis: A crazy amount of emails that should be automated.
173 00:22:10.450 ⇒ 00:22:27.849 Greg Stoutenburg: Yeah, yeah, yeah, okay, yeah. And it looks like where they are sending those emails, it’s typically because a drop-off is anticipated, or a drop-off has already occurred, and it’s… most of these campaigns are kind of geared around some kind of, like, win-back or churn prevention, is that right?
174 00:22:28.170 ⇒ 00:22:38.599 Kat Gillis: Exactly right, yep. And right now, and I have this in the doc, but, we have defined the criteria. An engineer goes and, like, downloads
175 00:22:38.680 ⇒ 00:22:53.379 Kat Gillis: all the email addresses of people that fulfill those criteria, sends a CSV to the marketing team, and then the marketing team loads it into HubSpot and emails those people. Okay. So it shouldn’t… I can… I can figure out exactly what those criteria are.
176 00:22:53.380 ⇒ 00:22:56.779 Greg Stoutenburg: Sure, yeah, and I bet they all love that workflow.
177 00:22:56.780 ⇒ 00:22:57.160 Kat Gillis: Oh.
178 00:22:57.160 ⇒ 00:23:01.650 Greg Stoutenburg: Everybody loves it. It’s Friday export and Email Batch Day.
179 00:23:01.650 ⇒ 00:23:02.509 Kat Gillis: Yeah, yeah.
180 00:23:02.510 ⇒ 00:23:03.969 Greg Stoutenburg: Something like that, yeah, okay.
181 00:23:03.970 ⇒ 00:23:06.110 Kat Gillis: I mean, sadly enough, all of them are, like.
182 00:23:06.500 ⇒ 00:23:10.630 Kat Gillis: It doesn’t take us that long, and I’m just like, oh my god, make it stop.
183 00:23:10.770 ⇒ 00:23:22.339 Greg Stoutenburg: Think bigger. Think bigger. Let’s, let’s get your product analytics in order so you can just, like, explode the size of the business to the point that it really does start to bother them.
184 00:23:22.340 ⇒ 00:23:23.869 Kat Gillis: like, the first KPI.
185 00:23:27.170 ⇒ 00:23:33.290 Greg Stoutenburg: I’m curious, yeah, Pendo has a two-way integration with HubSpot.
186 00:23:34.250 ⇒ 00:23:35.020 Greg Stoutenburg: So, you can…
187 00:23:35.020 ⇒ 00:23:35.550 Kat Gillis: Yeah.
188 00:23:35.550 ⇒ 00:23:40.290 Greg Stoutenburg: Yeah. Right inside Pendo, you can connect to HubSpot, and it looks like choose which fields
189 00:23:40.540 ⇒ 00:23:44.990 Greg Stoutenburg: We’ll be connected, and act on those triggers
190 00:23:45.180 ⇒ 00:23:49.150 Greg Stoutenburg: In a much more automated way. Cool. I just… I just googled it real quick.
191 00:23:49.150 ⇒ 00:23:49.620 Kat Gillis: Nice.
192 00:23:49.620 ⇒ 00:23:51.309 Greg Stoutenburg: Cool. Good to know that that’s there.
193 00:23:53.150 ⇒ 00:24:11.190 Greg Stoutenburg: Okay, so I think where we’re at right now, then, is just looking at our timeline and what we can expect to accomplish in these next couple weeks. You know, even with having reviewed some of the, what you showed that needs to be audited, namely all those features and events.
194 00:24:11.190 ⇒ 00:24:22.789 Greg Stoutenburg: I think what we can shoot for is this. We can create using… if we can get access to a demo account, if you can give Brainforge access to a demo account, as well as to your Pendo implementation.
195 00:24:22.830 ⇒ 00:24:42.660 Greg Stoutenburg: What I can do as a first pass is sort of map out, like, visually using a Figma file, map out some of the core workflows that we just reviewed, and make sure that we’re looking at, like, some really clear, high signal events. That’ll be things like landed on the page, landed on the homepage, clicked sign up.
196 00:24:42.860 ⇒ 00:24:47.269 Greg Stoutenburg: They completed the profile, and we’ll make those distinctions that we talked about a moment ago, like.
197 00:24:47.360 ⇒ 00:25:04.660 Greg Stoutenburg: do you have to get all the way to submitting a license versus not, right? Some of those key actions, will look at the workflow for creating certificates of each type, and we can include as well the workflow for, for reviewing patient records, just because that’s, like, another distinct workflow.
198 00:25:05.230 ⇒ 00:25:28.309 Greg Stoutenburg: And the workflows for creating the certificates, the structure will be basically the same. I’ll click through all of them just to verify this, but I expect that it’s pretty much the same screens for each workflow. So then we can go, okay, if this one checks out, copy and paste, rename for some of them. And we can use that as the basis for the Pendo features and events that we want to see in the platform.
199 00:25:28.990 ⇒ 00:25:53.980 Greg Stoutenburg: with that, with that sort of visually organized, then the next step will be, I’ll review with you, or with the, with the PM, if they’re available, either later this week or early next week, we’ll review that. We’ll go, yes, this is the way that we want to do it, or let’s make these changes. Then we put that into a tracking plan, and then we go, alright, what’s the next step? How much of this are we going to engineer? What’s Brainforge’s role going to be in that part?
200 00:25:53.980 ⇒ 00:25:58.420 Greg Stoutenburg: we start to get into the Workstream 2 stuff that is articulated in the doc.
201 00:25:58.650 ⇒ 00:25:59.730 Greg Stoutenburg: How does that sound?
202 00:26:00.550 ⇒ 00:26:02.430 Kat Gillis: That sounds great.
203 00:26:02.850 ⇒ 00:26:12.640 Kat Gillis: do you want to have a conversation with my PM before I give you credentials and kind of on the earlier side, or.
204 00:26:12.920 ⇒ 00:26:30.060 Greg Stoutenburg: Yeah, it’d be good to talk to them as soon as possible, and you know, honestly, just given the sort of, like, lightweight approach that we’re going to take here, if they even… if you even wanted to ask them if they want to just record, like, a brief loom of walking through the product, that didn’t already cover… because you can even say, like, you know, you talked to
205 00:26:30.060 ⇒ 00:26:49.460 Greg Stoutenburg: Greg and the team about the core workflows and what someone is doing when they create certificates. If there’s anything else they really want to emphasize, like, especially if it’s a particular problem that you already believe that you have, like, we think that we’re getting a lot of vets to start to create a certificate, like, the other way through, they start to create a certificate, but then they don’t. Like, something like that, that kind of thing would be helpful to know.
206 00:26:49.460 ⇒ 00:26:50.510 Greg Stoutenburg: as we…
207 00:26:50.510 ⇒ 00:27:07.569 Greg Stoutenburg: as we pay close attention to what we want to map out, because to go back to what I was saying at the very beginning of the call, the whole point of having product analytics at all is to go, I’ve got these… I’ve got these problems, in your case it’s a major one of visibility, right? I’ve got these problems, and so what I need is some tracking that’s gonna help me,
208 00:27:07.570 ⇒ 00:27:13.609 Greg Stoutenburg: Get insight into where the problems really lie, so that you can then do product and engineering work to fix it.
209 00:27:14.010 ⇒ 00:27:14.890 Greg Stoutenburg: Yeah. Okay.
210 00:27:15.930 ⇒ 00:27:26.870 Kat Gillis: Okay, I have all the, questions you asked that I didn’t know the answer to, and then I’ll ask, yeah, for a list of problems, and then that’s probably plenty. Okay.
211 00:27:26.870 ⇒ 00:27:47.809 Greg Stoutenburg: Great, yeah, cool. The sooner they get that over, the sooner we can start, and then, with access, the thing that I need, sort of, like, first and foremost is the demo environment, because that’s what I’ll use to go, these are what the workflows are, and then we… we review that, and then we pair it up against what you have in Pendo to decide what… what implementation looks like and what tracking looks like.
212 00:27:48.180 ⇒ 00:27:57.679 Kat Gillis: Okay, awesome. Yes, you should have Pendo access already, but I’ll get you, the… demo environment today.
213 00:27:57.840 ⇒ 00:28:00.710 Greg Stoutenburg: Okay, great, yeah. I tried logging into…
214 00:28:00.980 ⇒ 00:28:05.479 Greg Stoutenburg: the Pendo, I saw that, Rico had put it in an email.
215 00:28:06.200 ⇒ 00:28:11.970 Greg Stoutenburg: I’m gonna verify this, so… Yeah, globalvetlink at brainforge.ai.
216 00:28:14.190 ⇒ 00:28:15.870 Kat Gillis: I think that’s what I used.
217 00:28:17.460 ⇒ 00:28:21.650 Greg Stoutenburg: Could we just double-check that? Because I… I couldn’t get logged in.
218 00:28:22.250 ⇒ 00:28:27.159 Kat Gillis: Okay, let me… Let’s see what the deal is…
219 00:28:40.360 ⇒ 00:28:41.980 Greg Stoutenburg: All of a sudden, like, missing a step.
220 00:28:43.340 ⇒ 00:28:43.909 Kat Gillis: Mmm…
221 00:28:49.160 ⇒ 00:28:52.359 Kat Gillis: Hmm. Can you read off the email one more time?
222 00:28:53.270 ⇒ 00:28:53.980 Greg Stoutenburg: Yep.
223 00:28:54.120 ⇒ 00:28:58.289 Greg Stoutenburg: Global vet link at brainforge.ai.
224 00:28:58.740 ⇒ 00:29:02.890 Greg Stoutenburg: B-R-A-I-N-F-O-R-G-E dot Ai.
225 00:29:03.430 ⇒ 00:29:04.340 Kat Gillis: Okay.
226 00:29:10.600 ⇒ 00:29:13.400 Kat Gillis: Weird. Okay, I just tried re-inviting you.
227 00:29:14.520 ⇒ 00:29:22.210 Kat Gillis: And then… I selected an admin…
228 00:29:22.460 ⇒ 00:29:29.139 Kat Gillis: Rule, but then there’s all these other, like, sub-rules, so for some reason, That doesn’t get you…
229 00:29:30.340 ⇒ 00:29:32.599 Kat Gillis: Enough permissions, just let me know.
230 00:29:32.920 ⇒ 00:29:34.340 Greg Stoutenburg: Okay, sounds good.
231 00:29:34.520 ⇒ 00:29:38.140 Greg Stoutenburg: I’ll hit forgot password, maybe that’ll…
232 00:29:38.790 ⇒ 00:29:40.090 Kat Gillis: Get me something.
233 00:29:40.090 ⇒ 00:29:41.030 Greg Stoutenburg: Yeah.
234 00:29:41.600 ⇒ 00:29:44.820 Greg Stoutenburg: Okay, cool. Alright,
235 00:29:45.430 ⇒ 00:29:54.619 Greg Stoutenburg: Yeah, I think we’ve got a plan. I think everything sounds good. Looking forward to digging in on this with you. Anything else before we say, here’s 3 minutes back to your hour?
236 00:29:54.620 ⇒ 00:29:56.570 Kat Gillis: Nope, thank you so much.
237 00:29:56.570 ⇒ 00:30:04.790 Greg Stoutenburg: Okay, anything else from you, Brill, or Mustafa? Anything we should cover that we missed? Okay, great. All right, looking forward to it. Alright, thanks all. Talk soon.
238 00:30:04.790 ⇒ 00:30:06.020 Brylle Girang: Bye. Take care.
239 00:30:06.020 ⇒ 00:30:06.650 Greg Stoutenburg: Bye.