Meeting Title: Brainforge <> Hedra: Revenue Metrics Working Session Date: 2026-02-12 Meeting participants: Uttam Kumaran, Sandra Nachförg-Buleandra, shriramapte, Awaish Kumar
WEBVTT
1 00:02:18.010 ⇒ 00:02:19.100 Sandra Nachförg-Buleandra: Bye!
2 00:02:23.470 ⇒ 00:02:24.450 Uttam Kumaran: Hello!
3 00:02:24.630 ⇒ 00:02:25.730 Sandra Nachförg-Buleandra: Hi, how are you doing?
4 00:02:25.730 ⇒ 00:02:26.820 Uttam Kumaran: Good, how are you?
5 00:02:27.090 ⇒ 00:02:27.950 Sandra Nachförg-Buleandra: Good.
6 00:02:28.560 ⇒ 00:02:37.859 Sandra Nachförg-Buleandra: just, catching up on, like, so many things. I feel like I’ve been doing so many other things that I had little time to do any data work.
7 00:02:38.140 ⇒ 00:02:39.850 Uttam Kumaran: Yeah, I think we’re gonna have, like.
8 00:02:40.000 ⇒ 00:02:47.130 Uttam Kumaran: a bunch of answers for you today. I’m very, very pumped. We had, like, we talked earlier this morning, and, like, we sort of worked on
9 00:02:47.710 ⇒ 00:02:51.359 Uttam Kumaran: a little bit of framework, and I think, sure, Ami will be on the call, too. I think you’ll…
10 00:02:52.020 ⇒ 00:02:54.849 Sandra Nachförg-Buleandra: Nice. Give us a lot of guidance, so… Perfect.
11 00:02:56.500 ⇒ 00:02:57.510 Uttam Kumaran: Sounds good.
12 00:02:57.790 ⇒ 00:03:06.259 Uttam Kumaran: Let me just shoot him a ping. He’s also in NSF, too. It’s actually his, his 30th birthday is coming up, so we’re… we’re going
13 00:03:06.590 ⇒ 00:03:10.640 Uttam Kumaran: for his… for his birthday, but I’ll let him say hi.
14 00:03:12.040 ⇒ 00:03:13.979 shriramapte: Hey, Sandra, great to meet you.
15 00:03:14.350 ⇒ 00:03:17.009 Sandra Nachförg-Buleandra: Likewise. I’m also turning 30 this year.
16 00:03:17.450 ⇒ 00:03:19.559 Uttam Kumaran: Oh, let’s go, me too, actually.
17 00:03:19.560 ⇒ 00:03:21.589 Sandra Nachförg-Buleandra: What? Oh my god.
18 00:03:22.040 ⇒ 00:03:23.140 Uttam Kumaran: How do you feel?
19 00:03:24.160 ⇒ 00:03:32.689 Sandra Nachförg-Buleandra: How do I feel about 30? Honestly, I think this year, generally, I’ve been, like, learning so much about myself, so…
20 00:03:32.690 ⇒ 00:03:33.969 Uttam Kumaran: Oh, let’s go, great.
21 00:03:33.970 ⇒ 00:03:38.949 Sandra Nachförg-Buleandra: Good… a good segue to the 30s, you know, being an adult.
22 00:03:40.810 ⇒ 00:03:46.210 Uttam Kumaran: I know, I feel like this year in particular, this past 12 months, yeah, it’s very much adult, I’m like…
23 00:03:46.450 ⇒ 00:03:55.420 Uttam Kumaran: let’s just, like, not go… let’s just stay at the house, like, let’s not… do we need to go to all of these weddings? Like, let’s just hang out. That’s more of my…
24 00:03:55.420 ⇒ 00:03:56.550 Sandra Nachförg-Buleandra: Nicely.
25 00:03:56.550 ⇒ 00:03:57.320 Uttam Kumaran: Yeah.
26 00:03:57.320 ⇒ 00:04:01.100 Sandra Nachförg-Buleandra: Honestly, I think a lot of people felt like that. It’s like this, like…
27 00:04:01.640 ⇒ 00:04:06.090 Uttam Kumaran: chill, like, kind of going internal, you know? Yeah, I know.
28 00:04:06.090 ⇒ 00:04:11.130 Sandra Nachförg-Buleandra: But next year, this year is gonna be more… like, energetic, I think.
29 00:04:11.130 ⇒ 00:04:12.420 Uttam Kumaran: Yeah, yeah, yeah.
30 00:04:12.420 ⇒ 00:04:15.929 Sandra Nachförg-Buleandra: But it’s good to slow down sometimes and think, you know?
31 00:04:15.930 ⇒ 00:04:29.859 Uttam Kumaran: Yeah, I agree. I feel like that’s what… for me, I’ve been… because of Brainforge and the business, the last two years have just gone by so fast. Yeah. This year in particular, I’m trying to just, like, be a lot more present, and, like, hire more people to do things.
32 00:04:29.860 ⇒ 00:04:31.650 Sandra Nachförg-Buleandra: I love that. Yeah.
33 00:04:32.410 ⇒ 00:04:39.259 Uttam Kumaran: Cool, so maybe, sure, I can let you give maybe a brief introduction, and then, like, we can sort of hop right in.
34 00:04:39.890 ⇒ 00:04:40.330 Sandra Nachförg-Buleandra: Yeah.
35 00:04:40.330 ⇒ 00:04:45.149 shriramapte: Yeah, so quickly, I’m Sri, I’ve known you, Tom, since…
36 00:04:45.610 ⇒ 00:05:03.470 shriramapte: gosh, 6th grade. So we go way back, but my career has been in investment banking, private equity, investing in tech companies, and then, at 3 different startups as the head of finance and biz ops. And so…
37 00:05:04.470 ⇒ 00:05:24.360 shriramapte: have taken startups from 50 and beyond. At my most recent company, raised over a quarter billion dollars of capital across debt and equity. And so, have a ton of experience, seen a lot of these finance problems before, and
38 00:05:24.620 ⇒ 00:05:32.070 shriramapte: I am currently exploring, like, my own startup ideas and working on different things, specifically to solve
39 00:05:32.110 ⇒ 00:05:40.540 shriramapte: finance problems at startups and large enterprises. And so, when Utah mentioned that he had, you know.
40 00:05:40.540 ⇒ 00:05:58.069 shriramapte: startups that were looking for help with financial analysis and reporting, I felt it would, like, dovetail really well, where I can, you know, help you guys out, help UTAB out, and learn more about my, like, what I want to build and how I might automate, problems away.
41 00:05:58.900 ⇒ 00:06:00.799 Sandra Nachförg-Buleandra: Awesome. Nice to meet you.
42 00:06:01.200 ⇒ 00:06:09.589 Sandra Nachförg-Buleandra: I can introduce myself, too. I’ve been at Hydra since October. I’m, like, on the go-to-market side.
43 00:06:09.700 ⇒ 00:06:19.929 Sandra Nachförg-Buleandra: Doing sales… sales operations, marketing operations, managing a lot of our external partners,
44 00:06:20.560 ⇒ 00:06:29.159 Sandra Nachförg-Buleandra: from the creative ones to the data people. So, yeah, I think I’ve been taking on a lot of roles right now,
45 00:06:29.800 ⇒ 00:06:37.529 Sandra Nachförg-Buleandra: And that includes the data side of things, because my background ultimately is, like, in data, and so…
46 00:06:37.870 ⇒ 00:06:39.110 Sandra Nachförg-Buleandra: Yeah.
47 00:06:39.340 ⇒ 00:06:41.290 Sandra Nachförg-Buleandra: That’s me.
48 00:06:42.750 ⇒ 00:06:57.460 Uttam Kumaran: Cool, so maybe, Sri, I kind of gave you some context today, I think, to kind of maybe set the stage, and then I think if you can drive, Sri, we can sort of start from your questions, is… I think our initial goal here is just to get a clear sense of revenue and revenue flows.
49 00:06:57.680 ⇒ 00:07:12.190 Uttam Kumaran: On a monthly basis, and that includes all of the core categories, you know, upgrades, churns, but also the nuances on refunds, discounts, credit packs, and some of the things that we’re going back and forth with on Slack.
50 00:07:12.290 ⇒ 00:07:16.230 Uttam Kumaran: I kind of just want us to have a clear path towards resolving those, and I think
51 00:07:16.350 ⇒ 00:07:27.830 Uttam Kumaran: this sort of meeting, I think, should get us, you know, pretty far there. So maybe I can… I’ve sort of briefed Trio on, like, sort of our… our stack on things as well.
52 00:07:28.010 ⇒ 00:07:31.429 Uttam Kumaran: But yeah, maybe, sure, I can hand it to you, unless, Sandra, there’s anything else we wanna…
53 00:07:31.950 ⇒ 00:07:34.029 Sandra Nachförg-Buleandra: I think it’s the biggest one. Cool.
54 00:07:35.090 ⇒ 00:07:52.390 shriramapte: Right. So, I’m gonna share my screen for a second, and walk you through, kind of, like, two outputs. So, this is all data from a startup that has, like, now been acquired and shut down, and so…
55 00:07:52.390 ⇒ 00:08:00.489 shriramapte: I’m, like, not breaking… this isn’t, like, an active client or anything, I’m just bringing this up to show as an example. But,
56 00:08:00.760 ⇒ 00:08:11.410 shriramapte: every month with my CEO, I would kind of walk through this table and what changed in this particular table.
57 00:08:11.410 ⇒ 00:08:22.770 shriramapte: And I would do it in Excel, but you can do it in a… we can make a dashboard for you, we can make the report however you want to consume it. But it essentially breaks down, like.
58 00:08:22.770 ⇒ 00:08:40.420 shriramapte: the waterfall of ARR from the beginning of the period all the way to the ending of the period. And then the same thing with, customer metrics, on the number basis, and then also on the,
59 00:08:40.419 ⇒ 00:08:51.520 shriramapte: like, average contract value basis. And the nice part about, like, the way that Brainforge can build dashboards for you is we can make it so that you can, like.
60 00:08:51.520 ⇒ 00:09:02.159 shriramapte: filter this based on, like, I want to see this group of customers, or I want to see these product SKUs, or I want to see people who signed up at this
61 00:09:02.160 ⇒ 00:09:14.170 shriramapte: time, and we can make it pretty easy for you to do some interesting, like, cohorting analysis. So sharing a different screen,
62 00:09:14.920 ⇒ 00:09:22.679 shriramapte: this is a really common… way back when I was in private equity, like, a really common view we would use.
63 00:09:22.680 ⇒ 00:09:35.040 shriramapte: to look at companies’ customers, and whether or not they’re going to be on track to be successful, and where they should double down when it came to marketing. So…
64 00:09:35.130 ⇒ 00:09:51.529 shriramapte: You can see here, I’ve kind of laid out cohort charts based on, lines representing cohorts of customers based on the month that they signed up in, and then this red line here is your average customer acquisition cost.
65 00:09:51.540 ⇒ 00:10:04.319 shriramapte: And the red line is… isn’t, like, an absolute thing, it’s more of, like, a visual reference. And the thinking here is, like, okay, this allows you to very quickly see which
66 00:10:04.320 ⇒ 00:10:16.449 shriramapte: Customer cohorts are actually, like, performing, going up and to the right, and performing above your acquisition cost, and will be profitable cohorts for you.
67 00:10:16.560 ⇒ 00:10:30.119 shriramapte: And which ones are going flatter. And the kind of double-click from there is, like, is it product issues that are causing the cohorts to go flat? Is it…
68 00:10:30.150 ⇒ 00:10:51.730 shriramapte: customer profile issues that are causing the cohorts to go flat, and that allows you to do one or both of two things. It allows you to either refine your, customer targeting and get more of these, like, higher LTV bucket, customer types and cohorts, so your future cohorts can look more like that.
69 00:10:51.730 ⇒ 00:11:15.629 shriramapte: And it also allows you to make product changes based on double-clicking on the behavior of those customer cohorts, looking at what features they may or may not have interacted with, looking at their product analytics, and like, what was their time to first video created, or some KPI like that, that you can then optimize to either reactivate
70 00:11:15.630 ⇒ 00:11:17.920 shriramapte: Or improve future cohorts.
71 00:11:18.380 ⇒ 00:11:20.000 Sandra Nachförg-Buleandra: Okay. So…
72 00:11:20.160 ⇒ 00:11:31.670 shriramapte: I showed you a bunch of stuff there. I’m, like, curious, like, your reaction, like, is this along the lines of what you guys are looking for in terms of reporting? Is it completely off-base?
73 00:11:32.480 ⇒ 00:11:39.980 Sandra Nachförg-Buleandra: I think that all makes sense. I think the only thing is we have also a large B2C base, so I need to say, like, new customers.
74 00:11:40.460 ⇒ 00:11:44.619 Sandra Nachförg-Buleandra: I don’t know how useful that is, because it’s more… it seems maybe B2B?
75 00:11:44.720 ⇒ 00:11:50.909 Sandra Nachförg-Buleandra: But I do see a value in it, and I also think we want some more reporting around ARR.
76 00:11:51.070 ⇒ 00:11:58.980 Sandra Nachförg-Buleandra: I think our challenge right now is also the data in the database being over, like, overstated.
77 00:11:59.450 ⇒ 00:12:03.630 Sandra Nachförg-Buleandra: Because of some… I think the way it’s calculated.
78 00:12:03.930 ⇒ 00:12:10.080 Sandra Nachförg-Buleandra: But yeah, I mean, if we could reach a point where we could look at the numbers like that, that would be awesome.
79 00:12:10.800 ⇒ 00:12:11.510 Sandra Nachförg-Buleandra: Yep.
80 00:12:11.680 ⇒ 00:12:12.400 shriramapte: Awesome.
81 00:12:12.820 ⇒ 00:12:21.429 shriramapte: Okay, then let’s jump into, like, the data issues themselves. Yeah. So,
82 00:12:22.720 ⇒ 00:12:32.370 shriramapte: I walked through your pricing, page, and I had, a couple of questions. Sorry, let me just pull it up.
83 00:12:32.640 ⇒ 00:12:39.790 shriramapte: So Do you… how frequently do you guys,
84 00:12:39.910 ⇒ 00:12:51.600 shriramapte: sell these, like, more credits in, for a given customer? Like, can a customer self-serve by more credits?
85 00:12:51.600 ⇒ 00:12:53.500 Sandra Nachförg-Buleandra: Yes, they can.
86 00:12:54.440 ⇒ 00:13:11.839 shriramapte: And if I were a customer and I bought, you know, 1,500 more credits today, like February 12th, would they expire at the end of the month, or do they roll over and I can use them whenever I,
87 00:13:12.000 ⇒ 00:13:13.150 shriramapte: I want.
88 00:13:13.580 ⇒ 00:13:15.219 Sandra Nachförg-Buleandra: The ones that you purchase?
89 00:13:15.350 ⇒ 00:13:16.230 Sandra Nachförg-Buleandra: Separate?
90 00:13:16.230 ⇒ 00:13:16.830 shriramapte: Yeah.
91 00:13:17.550 ⇒ 00:13:24.290 Sandra Nachförg-Buleandra: I believe the ones that you purchase separate… I have to double check.
92 00:13:24.460 ⇒ 00:13:27.090 Sandra Nachförg-Buleandra: One second, let me just ask Michael, one sec.
93 00:13:41.660 ⇒ 00:13:43.460 Sandra Nachförg-Buleandra: Yeah, they don’t expire.
94 00:13:44.770 ⇒ 00:13:55.890 shriramapte: They don’t expire, okay. They don’t, yeah. And… When it comes, so… Great. When it comes to…
95 00:13:56.050 ⇒ 00:14:08.090 shriramapte: recognizing those credits as MRR or ARR, would you prefer to recognize them when they’re used or when they are purchased?
96 00:14:10.520 ⇒ 00:14:14.540 Sandra Nachförg-Buleandra: They would be recognized when they’re purchased.
97 00:14:14.850 ⇒ 00:14:16.109 shriramapte: When they’re approaching.
98 00:14:16.830 ⇒ 00:14:21.190 Sandra Nachförg-Buleandra: But those are not included in the ARR calculation, right?
99 00:14:21.740 ⇒ 00:14:24.240 Sandra Nachförg-Buleandra: Because they’re not recurring purchases.
100 00:14:26.190 ⇒ 00:14:29.490 shriramapte: Great, we can do that.
101 00:14:29.490 ⇒ 00:14:31.800 Sandra Nachförg-Buleandra: They’re not subscriptions, basically.
102 00:14:32.690 ⇒ 00:14:33.510 shriramapte: Got it.
103 00:14:34.170 ⇒ 00:14:47.170 shriramapte: I’ve seen different companies do it different ways. Like, Vercel, for example, would include them in ARR, but, we can follow whatever policy
104 00:14:47.960 ⇒ 00:14:50.000 shriramapte: You’d like to go with.
105 00:14:50.530 ⇒ 00:14:54.419 shriramapte: You’d like to exclude them? Perfect.
106 00:14:54.420 ⇒ 00:14:55.679 Sandra Nachförg-Buleandra: Yeah, that’s it.
107 00:14:56.700 ⇒ 00:15:05.930 shriramapte: And for the, geez, why is it not working? For, this professional tier and the teams tier.
108 00:15:06.330 ⇒ 00:15:10.689 shriramapte: Reading the bullets, they look the same.
109 00:15:11.510 ⇒ 00:15:12.210 Sandra Nachförg-Buleandra: Ew.
110 00:15:13.520 ⇒ 00:15:20.040 shriramapte: I’m curious, like, are they the same product? Are they different products in meaningful ways? Like…
111 00:15:20.700 ⇒ 00:15:28.030 Sandra Nachförg-Buleandra: They are slightly different, but I know we are working on probably some experiments soon on this page.
112 00:15:28.270 ⇒ 00:15:36.869 Sandra Nachförg-Buleandra: to see how we can make it a bit more standout, like, oh, this is the best kind of plant. But for now, yeah, they are…
113 00:15:37.530 ⇒ 00:15:45.939 Sandra Nachförg-Buleandra: similar, but then you get more credits, right, with each plan, with an upgrade. And you get access to the team’s plan as well.
114 00:15:46.340 ⇒ 00:15:48.390 Sandra Nachförg-Buleandra: For some of these.
115 00:15:49.360 ⇒ 00:15:55.230 Sandra Nachförg-Buleandra: I actually wonder, too, what the difference is between the professional and the… Teams.
116 00:15:55.900 ⇒ 00:15:57.650 shriramapte: Yeah, that was my… my.
117 00:15:57.650 ⇒ 00:16:02.909 Sandra Nachförg-Buleandra: Oh, they look, like, identical. Okay, sorry, I was… oh, I did not realize.
118 00:16:04.070 ⇒ 00:16:04.450 shriramapte: Yeah.
119 00:16:04.770 ⇒ 00:16:06.330 Sandra Nachförg-Buleandra: Okay, I’m gonna ask Michael.
120 00:16:06.330 ⇒ 00:16:07.849 shriramapte: I can send a screenshot.
121 00:16:07.850 ⇒ 00:16:11.559 Sandra Nachförg-Buleandra: Yeah, that’d be great. Sorry, I thought you meant the creator and professional.
122 00:16:11.790 ⇒ 00:16:12.570 shriramapte: No, no, no, no.
123 00:16:12.570 ⇒ 00:16:15.059 Sandra Nachförg-Buleandra: Now that I look at it, yeah, it’s like the same thing.
124 00:16:16.700 ⇒ 00:16:25.879 shriramapte: Cool, yeah. The reason is, is in, like, ARR reporting, should we treat them as different products, the same product.
125 00:16:26.230 ⇒ 00:16:32.279 Sandra Nachförg-Buleandra: Yeah, I think that we need to remove the Teams plan access from this professional one.
126 00:16:33.060 ⇒ 00:16:37.599 Uttam Kumaran: It was, it was, we removed that, probably, like, 2 months ago, or a month ago.
127 00:16:37.890 ⇒ 00:16:40.760 Sandra Nachförg-Buleandra: Yeah, I’m not sure why that’s there. Maybe an error.
128 00:16:41.480 ⇒ 00:16:43.849 shriramapte: Alright, create teams plan…
129 00:16:44.250 ⇒ 00:16:51.230 Uttam Kumaran: Like, I think there was a prior team’s plant tree, and you’ll see some… some Stripe, but I don’t know if it’s… I don’t think, from what I crawl, it’s no longer offered.
130 00:16:54.460 ⇒ 00:17:00.870 shriramapte: Great, so we’ll… and then, when you think of your business as, like.
131 00:17:00.970 ⇒ 00:17:08.930 shriramapte: PLG versus, like, enterprise, or consumer versus B2B, like, do you consider these…
132 00:17:09.119 ⇒ 00:17:14.180 shriramapte: Individual plans, like one line of business and enterprise as a separate line?
133 00:17:15.250 ⇒ 00:17:25.540 Sandra Nachförg-Buleandra: They are technically all… well, it’s all under the same stripe, obviously. But yeah, they are…
134 00:17:25.790 ⇒ 00:17:28.140 Sandra Nachförg-Buleandra: Yeah, I guess the main differentiator is that
135 00:17:28.580 ⇒ 00:17:32.259 Sandra Nachförg-Buleandra: The enterprise ones, they have to be purchased through the sales team.
136 00:17:33.010 ⇒ 00:17:37.280 Sandra Nachförg-Buleandra: Right. And so, they give different amount of credits.
137 00:17:37.430 ⇒ 00:17:41.609 Sandra Nachförg-Buleandra: And different… they have different pricing for every enterprise customer.
138 00:17:41.970 ⇒ 00:17:44.550 Sandra Nachförg-Buleandra: That’s kind of the challenge.
139 00:17:45.380 ⇒ 00:17:50.449 shriramapte: Got it. So I want to be able to report across… what do you call them?
140 00:18:00.790 ⇒ 00:18:02.620 shriramapte: Alright, my typing is terrible.
141 00:18:04.080 ⇒ 00:18:07.670 shriramapte: Cool. And then how often do,
142 00:18:08.290 ⇒ 00:18:26.540 shriramapte: customers from the individual plan go to the enterprise plan. Is that, like, a core growth motion for you guys, or is it actually pretty separate, and, like, the enterprise customers, the sales team finds, and they don’t really upgrade from these plans?
143 00:18:26.990 ⇒ 00:18:33.440 Sandra Nachförg-Buleandra: No, there’s definitely a motion for that. We have some email campaigns that… Target, specifically.
144 00:18:33.750 ⇒ 00:18:39.230 Sandra Nachförg-Buleandra: that have… Signed up for, like, maybe a basic plan, or, sorry, a…
145 00:18:39.670 ⇒ 00:18:47.139 Sandra Nachförg-Buleandra: Yeah, I think one is, like, if they purchased, a basic plan and they keep purchasing credit packs.
146 00:18:47.430 ⇒ 00:18:58.149 Sandra Nachförg-Buleandra: Then we would send them an email to be like, hey, you want to upgrade to create a plan? But we haven’t done an analysis around how many. It would be actually interesting if we can get your help on that.
147 00:18:58.520 ⇒ 00:19:04.840 Sandra Nachförg-Buleandra: Like, understanding that… how many people are moving from one plan to another.
148 00:19:06.740 ⇒ 00:19:08.750 shriramapte: Yeah, we can definitely look into that.
149 00:19:19.190 ⇒ 00:19:25.130 shriramapte: Yeah, one of the common challenges, I mean, early sales teams have is, like.
150 00:19:25.410 ⇒ 00:19:40.770 shriramapte: Their sales teams will come, and they’ll kind of mine the, like, individual plan users for deals, and, like, you want to account for those a little bit differently, because it’s not like the sales team.
151 00:19:40.770 ⇒ 00:19:41.330 Sandra Nachförg-Buleandra: gap.
152 00:19:41.510 ⇒ 00:19:43.380 shriramapte: got them, you know what I mean?
153 00:19:43.810 ⇒ 00:19:47.850 shriramapte: It’s, like, more of an upsell than, anything.
154 00:19:47.850 ⇒ 00:19:48.450 Sandra Nachförg-Buleandra: Yes. Correct.
155 00:19:48.640 ⇒ 00:19:49.250 Sandra Nachförg-Buleandra: Yeah.
156 00:19:49.990 ⇒ 00:19:53.809 Sandra Nachförg-Buleandra: We do have, like, notifications, definitely, going out to…
157 00:19:53.980 ⇒ 00:20:02.969 Sandra Nachförg-Buleandra: our Slack channel whenever someone signs up from an F500 or F2000 company. Nice. So they would, like, reach out to them, yeah.
158 00:20:03.220 ⇒ 00:20:05.130 shriramapte: That’s awesome, great setup there.
159 00:20:05.130 ⇒ 00:20:05.750 Sandra Nachförg-Buleandra: Yeah.
160 00:20:05.940 ⇒ 00:20:16.749 shriramapte: Cool, are there any… other, like, pricing items or SKUs, like, not captured, here?
161 00:20:17.530 ⇒ 00:20:21.860 Sandra Nachförg-Buleandra: No, that’s all. Well, yes, the credit packs are not listed here, right?
162 00:20:22.580 ⇒ 00:20:23.420 shriramapte: Got it.
163 00:20:23.930 ⇒ 00:20:32.120 shriramapte: And do you have, can you send us, or Tom, do you have, like, the pricing sheet for those credit packs? Like…
164 00:20:32.120 ⇒ 00:20:36.429 Sandra Nachförg-Buleandra: Yeah, actually, would it help you if I add you to our Stripe?
165 00:20:36.770 ⇒ 00:20:37.869 Sandra Nachförg-Buleandra: Just in general?
166 00:20:37.870 ⇒ 00:20:40.460 Uttam Kumaran: Yeah, I was just gonna give you that, so…
167 00:20:40.770 ⇒ 00:20:45.769 Sandra Nachförg-Buleandra: Okay, cause, yeah, I’m thinking… I mean, I have the product catalog here.
168 00:20:48.630 ⇒ 00:20:57.640 Sandra Nachförg-Buleandra: Let me… and I also downloaded it for Arash, but let me send you this link, and then let me add you if I can.
169 00:20:58.210 ⇒ 00:21:00.339 Sandra Nachförg-Buleandra: Did I add you, Ulta?
170 00:21:00.340 ⇒ 00:21:01.889 Uttam Kumaran: Yeah, yeah, I’m in there.
171 00:21:01.890 ⇒ 00:21:03.390 Sandra Nachförg-Buleandra: Okay, cool.
172 00:21:03.390 ⇒ 00:21:03.910 Uttam Kumaran: Yeah.
173 00:21:04.740 ⇒ 00:21:09.210 Uttam Kumaran: Oh, we actually are in there at Brainforge at Hydra, so I can give that to Shriram, too.
174 00:21:09.210 ⇒ 00:21:10.060 Sandra Nachförg-Buleandra: Oh, nice, yeah, that.
175 00:21:10.060 ⇒ 00:21:10.980 shriramapte: Okay, cool.
176 00:21:10.980 ⇒ 00:21:13.210 Uttam Kumaran: I’ll give it to you right after this call.
177 00:21:13.540 ⇒ 00:21:17.099 Uttam Kumaran: I’ll just… I’ll just go in right now and try to get a screenshot of it and send it in.
178 00:21:18.110 ⇒ 00:21:19.040 shriramapte: Awesome.
179 00:21:19.820 ⇒ 00:21:32.510 shriramapte: Awesome, yeah, so we’ll put together, like, a definitive, like, MRR by customer table that will make sure, like, isn’t deduped, isn’t…
180 00:21:33.150 ⇒ 00:21:44.989 shriramapte: like, is fully decouped, is, like, accounting for, like, every aspect of your business, and will make it filterable on, like.
181 00:21:45.550 ⇒ 00:21:55.800 shriramapte: What product, like, a customer is using, whether it’s the individual plan or the enterprise plan, and kind of, like, their journey.
182 00:21:56.200 ⇒ 00:22:01.460 shriramapte: And, we’ll also… Make it…
183 00:22:02.670 ⇒ 00:22:14.619 shriramapte: easy, then, to do, like, ARR reporting off of that. So we’ll also build, like, an calculated output that says this is your ARR, and you’ll kind of be able to click in and see, like, okay, like.
184 00:22:14.620 ⇒ 00:22:34.269 shriramapte: this ARR number, what exact customers is it coming from? And you’ll see the unique list, and you’ll see all the values, and you’ll be able to make sure that, like, everything that you want is being captured, and nothing that you don’t want, like the credit packs, for example, is… is not being captured.
185 00:22:34.940 ⇒ 00:22:39.149 Sandra Nachförg-Buleandra: That would be great. We actually use HEX. I don’t know if you’re familiar with HEX.
186 00:22:39.750 ⇒ 00:22:40.660 shriramapte: Exactly.
187 00:22:40.660 ⇒ 00:22:42.459 Sandra Nachförg-Buleandra: What if I add you there?
188 00:22:42.710 ⇒ 00:22:45.799 Sandra Nachförg-Buleandra: I don’t know who I should add. Should I add Avaish, or…
189 00:22:46.270 ⇒ 00:22:48.150 Sandra Nachförg-Buleandra: dread like I mean.
190 00:22:48.150 ⇒ 00:22:48.860 Uttam Kumaran: Yeah, I feel.
191 00:22:48.860 ⇒ 00:22:49.970 shriramapte: No, I think.
192 00:22:50.280 ⇒ 00:22:53.180 Uttam Kumaran: Yeah, I think we still all may have access…
193 00:22:53.800 ⇒ 00:22:56.580 Uttam Kumaran: I can check, Sandra, and see, like, whether we’re in hacksv.
194 00:22:56.580 ⇒ 00:22:57.260 Sandra Nachförg-Buleandra: I have a PD.
195 00:22:57.260 ⇒ 00:22:58.510 Uttam Kumaran: our email or not.
196 00:22:58.510 ⇒ 00:23:00.299 Sandra Nachförg-Buleandra: Mmm, I don’t see it.
197 00:23:00.730 ⇒ 00:23:02.419 Sandra Nachförg-Buleandra: I don’t see your user.
198 00:23:02.970 ⇒ 00:23:03.889 Uttam Kumaran: Share your arms.
199 00:23:07.910 ⇒ 00:23:09.669 Uttam Kumaran: Mine, or…
200 00:23:09.690 ⇒ 00:23:13.139 Sandra Nachförg-Buleandra: I was looking, just in general, who we have added as users.
201 00:23:13.330 ⇒ 00:23:18.000 Sandra Nachförg-Buleandra: The only thing is, we do want to make sure we don’t add too many people, because they’re all paid.
202 00:23:18.220 ⇒ 00:23:22.410 Uttam Kumaran: Yeah, let’s just add, Brainforge at, Brainforge at Hydra.com.
203 00:23:23.390 ⇒ 00:23:28.200 Sandra Nachförg-Buleandra: Brain Forge… okay, Brain Forge… at Hedra.com.
204 00:23:28.200 ⇒ 00:23:28.560 Uttam Kumaran: Yeah.
205 00:23:28.560 ⇒ 00:23:29.410 Sandra Nachförg-Buleandra: Very nice.
206 00:23:29.810 ⇒ 00:23:33.330 Sandra Nachförg-Buleandra: And he tells some other people there, all like,
207 00:23:33.710 ⇒ 00:23:35.820 Sandra Nachförg-Buleandra: I don’t know whether I wanna be editors.
208 00:23:38.050 ⇒ 00:23:39.650 Sandra Nachförg-Buleandra: Haha, hey Mike, sorry.
209 00:23:40.850 ⇒ 00:23:48.170 Sandra Nachförg-Buleandra: Just like we’re paying for so much people, and they don’t use it. I’m like… Yeah.
210 00:23:51.210 ⇒ 00:23:52.100 Sandra Nachförg-Buleandra: Okay.
211 00:23:54.640 ⇒ 00:23:57.149 Sandra Nachförg-Buleandra: Cool. I added you there.
212 00:23:57.510 ⇒ 00:24:06.489 Sandra Nachförg-Buleandra: Yeah, I think we would love your help going forward with dashboards, too. I think it’s just, right now, I’m, like, so occupied with other tasks that I don’t have time.
213 00:24:06.690 ⇒ 00:24:10.230 Sandra Nachförg-Buleandra: But I do get a lot of questions around it, so having…
214 00:24:10.380 ⇒ 00:24:14.569 Sandra Nachförg-Buleandra: maybe your guys’ support. It doesn’t have to be, like, super…
215 00:24:14.930 ⇒ 00:24:20.019 Sandra Nachförg-Buleandra: I mean, I think just having an overall view, like, let me show you what I built.
216 00:24:20.650 ⇒ 00:24:24.719 Sandra Nachförg-Buleandra: And then what maybe, like, you could leverage slash…
217 00:24:25.410 ⇒ 00:24:28.700 Sandra Nachförg-Buleandra: Oops, sorry. I have this view here.
218 00:24:29.740 ⇒ 00:24:35.919 Sandra Nachförg-Buleandra: And right now, I think the numbers are a little bit overstated because of that issue with annual.
219 00:24:36.580 ⇒ 00:24:39.530 Sandra Nachförg-Buleandra: The annual plans being times 12.
220 00:24:40.370 ⇒ 00:24:44.450 Sandra Nachförg-Buleandra: Because our revenue is actually around $600,000 a month.
221 00:24:44.800 ⇒ 00:24:48.749 Sandra Nachförg-Buleandra: So that would, like, net out to maybe, like, 7 to 8.
222 00:24:49.480 ⇒ 00:24:50.400 Sandra Nachförg-Buleandra: ARR.
223 00:24:50.780 ⇒ 00:24:53.740 Sandra Nachförg-Buleandra: Here we’re showing 11.5.
224 00:24:54.490 ⇒ 00:25:02.469 Sandra Nachförg-Buleandra: And so I think we need to make sure it aligns with our revenue. Like, this is the chart I want to show.
225 00:25:02.940 ⇒ 00:25:08.660 Sandra Nachförg-Buleandra: like, we actually, like… I mean, I think the trend is correct, it’s just that the…
226 00:25:09.070 ⇒ 00:25:10.930 Sandra Nachförg-Buleandra: Numbers are too high.
227 00:25:11.300 ⇒ 00:25:16.309 Sandra Nachförg-Buleandra: But yeah, so I would love a chart like that, because we have our sign-ups here.
228 00:25:17.390 ⇒ 00:25:20.939 Sandra Nachförg-Buleandra: These are correct, like, the sign-up numbers,
229 00:25:21.560 ⇒ 00:25:27.089 Sandra Nachförg-Buleandra: And then… yeah, I think we just need to make sure that this number is correct as well.
230 00:25:29.260 ⇒ 00:25:30.330 shriramapte: Okay, great.
231 00:25:30.330 ⇒ 00:25:33.650 Sandra Nachförg-Buleandra: And then, Down by… by tier.
232 00:25:34.210 ⇒ 00:25:35.270 Sandra Nachförg-Buleandra: Yeah.
233 00:25:35.550 ⇒ 00:25:41.980 Sandra Nachförg-Buleandra: I didn’t, like… And then I also created this chart here, yearly new plan.
234 00:25:42.420 ⇒ 00:25:48.120 Sandra Nachförg-Buleandra: I’m not sure if these are correct, but just, like, the type of charts that I would love to see.
235 00:25:48.950 ⇒ 00:25:53.539 Sandra Nachförg-Buleandra: And this is Credit Pack Purchases, which is a different, table.
236 00:25:55.290 ⇒ 00:26:00.330 Sandra Nachförg-Buleandra: So yeah, I think, like, we would love that for… Yeah.
237 00:26:01.240 ⇒ 00:26:03.150 Sandra Nachförg-Buleandra: And then maybe a retention.
238 00:26:05.410 ⇒ 00:26:10.110 Sandra Nachförg-Buleandra: So anything, anything daily… I mean, these are daily, items.
239 00:26:10.240 ⇒ 00:26:12.770 Sandra Nachförg-Buleandra: So I would love that, to get that going.
240 00:26:14.160 ⇒ 00:26:16.070 Sandra Nachförg-Buleandra: And then here I added also the…
241 00:26:16.540 ⇒ 00:26:17.120 shriramapte: Great.
242 00:26:17.710 ⇒ 00:26:20.770 Sandra Nachförg-Buleandra: I added a lot of columns, but… Yep.
243 00:26:21.360 ⇒ 00:26:24.810 Sandra Nachförg-Buleandra: So, I can share this with you just as a… so you can see what’s…
244 00:26:25.410 ⇒ 00:26:30.400 Sandra Nachförg-Buleandra: Like, we just care about the trends right now, and maybe breaking it down by…
245 00:26:30.830 ⇒ 00:26:32.969 Sandra Nachförg-Buleandra: Like, the price tier, you know?
246 00:26:34.350 ⇒ 00:26:37.549 shriramapte: Yeah. Can I… can you click over to the retention?
247 00:26:37.750 ⇒ 00:26:39.989 Sandra Nachförg-Buleandra: Yeah, there’s nothing there.
248 00:26:39.990 ⇒ 00:26:42.800 shriramapte: Oh, okay, okay, perfect, we can… we can build that out.
249 00:26:43.200 ⇒ 00:26:43.970 shriramapte: Yeah.
250 00:26:43.970 ⇒ 00:26:47.259 Sandra Nachförg-Buleandra: And you can either build a new one or keep this and update it.
251 00:26:48.830 ⇒ 00:26:53.300 Sandra Nachförg-Buleandra: And remove some of the… Yeah, I’ll ask you.
252 00:26:53.300 ⇒ 00:26:54.120 shriramapte: Sounds good.
253 00:26:55.000 ⇒ 00:26:56.390 Sandra Nachförg-Buleandra: Rain Forge.
254 00:26:58.180 ⇒ 00:26:58.900 Sandra Nachförg-Buleandra: Okay.
255 00:27:00.010 ⇒ 00:27:02.239 Sandra Nachförg-Buleandra: Okay, that would be awesome.
256 00:27:03.090 ⇒ 00:27:04.350 Sandra Nachförg-Buleandra: Cool, cool.
257 00:27:06.050 ⇒ 00:27:07.359 Uttam Kumaran: Any other questions, Sri.
258 00:27:07.360 ⇒ 00:27:07.849 shriramapte: I don’t have to go.
259 00:27:07.850 ⇒ 00:27:08.380 Uttam Kumaran: Drew?
260 00:27:10.390 ⇒ 00:27:11.690 shriramapte: Sorry.
261 00:27:11.940 ⇒ 00:27:14.080 Uttam Kumaran: Any other questions that we wanted to go through?
262 00:27:14.830 ⇒ 00:27:29.090 shriramapte: No, I think once… we might have some async questions, once we, like, poke around the Stripe data and, like, get spun up there, but we can, handle those over…
263 00:27:29.110 ⇒ 00:27:36.899 shriramapte: Slack. They’ll just be, like, one-offs around, like, why is this order this way? Like, should we include it?
264 00:27:37.190 ⇒ 00:27:39.959 shriramapte: Okay. But, I’m curious, like.
265 00:27:40.350 ⇒ 00:27:58.270 shriramapte: retention, digging in, the conversion rate from individual to enterprise, and how often that happens is another thread you want us to pull on. I’m curious if there’s anything else that’s, like, top of mind at the company, or at
266 00:27:58.270 ⇒ 00:28:10.209 shriramapte: your role, or on the CEO’s plate that, like, we should be cognizant of as we’re putting these tables together. So, if we find something that’s interesting, we can bring it to you to bring to the team.
267 00:28:11.540 ⇒ 00:28:12.859 Sandra Nachförg-Buleandra: Yeah,
268 00:28:13.830 ⇒ 00:28:23.909 Sandra Nachförg-Buleandra: No, we do need to create, like, a take rate chart, like, we want to see how much money we’re spending, so that’s another thing that, would be…
269 00:28:24.200 ⇒ 00:28:30.900 Sandra Nachförg-Buleandra: important. I’m still figuring out how do we calculate it, because we are getting billed for each generation.
270 00:28:31.560 ⇒ 00:28:41.500 Sandra Nachförg-Buleandra: I think 0.0007 or something, dollars, or for each, sorry, for each credit, so depending on how many credits are consumed.
271 00:28:41.660 ⇒ 00:28:50.359 Sandra Nachförg-Buleandra: And then we want to, like, calculate the take rate for us, like, if… because we are losing money on all the free plans right now, so we need to be very, like…
272 00:28:50.990 ⇒ 00:28:54.910 Sandra Nachförg-Buleandra: Like, we need to be aware, like, how much money are we spending?
273 00:28:56.610 ⇒ 00:29:03.139 Sandra Nachförg-Buleandra: So I’m still working through the logic, and then I think once I have it, we probably need a table for that as well.
274 00:29:03.510 ⇒ 00:29:06.360 Sandra Nachförg-Buleandra: But I’m still kind of.
275 00:29:06.360 ⇒ 00:29:06.960 shriramapte: Makes sense.
276 00:29:06.960 ⇒ 00:29:08.250 Sandra Nachförg-Buleandra: Trying to understand.
277 00:29:08.680 ⇒ 00:29:10.100 Sandra Nachförg-Buleandra: Exactly.
278 00:29:10.360 ⇒ 00:29:12.850 Sandra Nachförg-Buleandra: How it is calculated.
279 00:29:13.230 ⇒ 00:29:14.000 Sandra Nachförg-Buleandra: Yep.
280 00:29:17.640 ⇒ 00:29:18.790 Sandra Nachförg-Buleandra: It might be an S.
281 00:29:18.790 ⇒ 00:29:19.779 shriramapte: That makes sense.
282 00:29:19.780 ⇒ 00:29:24.880 Sandra Nachförg-Buleandra: We do get the bill from the… the GPUs, provider.
283 00:29:26.520 ⇒ 00:29:33.580 Sandra Nachförg-Buleandra: And so I’m just trying to make sure the number that they send us makes sense with how many credits are being gen… like, used.
284 00:29:33.940 ⇒ 00:29:37.639 Sandra Nachförg-Buleandra: But then, ultimately, what I would love to do is…
285 00:29:38.200 ⇒ 00:29:44.689 Sandra Nachförg-Buleandra: Also understand, for each generation, what plan the user is on when they generate.
286 00:29:44.800 ⇒ 00:29:47.560 Sandra Nachförg-Buleandra: So that we know if we’re losing money, or if we are…
287 00:29:47.840 ⇒ 00:29:51.669 Sandra Nachförg-Buleandra: If we’re getting money, because if they’re a free plan, we’re losing money, right?
288 00:29:52.010 ⇒ 00:29:54.550 Sandra Nachförg-Buleandra: At the time of the generation.
289 00:29:56.060 ⇒ 00:29:59.520 Uttam Kumaran: You’re arriving at… you’re arriving at some type of, like, Cost.
290 00:29:59.930 ⇒ 00:30:02.339 Sandra Nachförg-Buleandra: Yeah, there’s a cost to it, exactly.
291 00:30:02.380 ⇒ 00:30:06.019 Uttam Kumaran: Some type of just, like, cost of goods for the credit usage.
292 00:30:06.270 ⇒ 00:30:07.749 Sandra Nachförg-Buleandra: Yes. For the generations.
293 00:30:08.090 ⇒ 00:30:17.100 Sandra Nachförg-Buleandra: There’s always the cost, and then, obviously, if they have a paid plan, paid subscription, then we are offsetting that, but on the free plans, we’re just.
294 00:30:17.100 ⇒ 00:30:17.690 Uttam Kumaran: Yeah.
295 00:30:17.990 ⇒ 00:30:19.660 Uttam Kumaran: You’re just eating it, yeah.
296 00:30:19.660 ⇒ 00:30:20.220 Sandra Nachförg-Buleandra: Yeah.
297 00:30:20.610 ⇒ 00:30:21.590 Sandra Nachförg-Buleandra: So…
298 00:30:22.090 ⇒ 00:30:25.980 Uttam Kumaran: And that’s flat for a generation, or is it based on the…
299 00:30:25.980 ⇒ 00:30:28.589 Sandra Nachförg-Buleandra: All per credit. That’s per credit.
300 00:30:28.900 ⇒ 00:30:32.589 Uttam Kumaran: Oh, and then because it’s video, it’s just a different amount, you’re able to…
301 00:30:32.840 ⇒ 00:30:36.330 Sandra Nachförg-Buleandra: Yeah, so the calculation seems to be…
302 00:30:37.260 ⇒ 00:30:45.850 Sandra Nachförg-Buleandra: The number of credits consumed times… 0 point… 007.
303 00:30:46.130 ⇒ 00:30:53.299 Sandra Nachförg-Buleandra: Okay. That would be the cost, for us to pay to our GPUs provider.
304 00:30:53.400 ⇒ 00:30:55.299 Sandra Nachförg-Buleandra: Yeah.
305 00:30:55.660 ⇒ 00:30:58.619 Uttam Kumaran: I mean, if that’s flat, then yeah, I mean… Do you have, credit.
306 00:30:59.700 ⇒ 00:31:00.510 Sandra Nachförg-Buleandra: Sorry?
307 00:31:00.700 ⇒ 00:31:04.809 shriramapte: Do we have credits by customer in a table? We could totally line that up.
308 00:31:05.470 ⇒ 00:31:06.100 Uttam Kumaran: We do.
309 00:31:06.100 ⇒ 00:31:12.250 Sandra Nachförg-Buleandra: have that already, yeah, it’s like a production data set. It’s called Credit Transactions.
310 00:31:12.850 ⇒ 00:31:17.410 Uttam Kumaran: And that’s… And we’re bringing in that at the customer level, Shreya, in the mart.
311 00:31:17.570 ⇒ 00:31:21.319 Uttam Kumaran: So we can just… you just basically multiply and just do the cost.
312 00:31:22.260 ⇒ 00:31:22.930 Sandra Nachförg-Buleandra: Yes.
313 00:31:22.930 ⇒ 00:31:23.380 shriramapte: Yeah.
314 00:31:23.380 ⇒ 00:31:25.139 Uttam Kumaran: I’m like, I’d probably just do it in hex.
315 00:31:25.480 ⇒ 00:31:28.629 Uttam Kumaran: To gut check it, and then we can bring it into the mart after.
316 00:31:28.630 ⇒ 00:31:29.180 Sandra Nachförg-Buleandra: Yep.
317 00:31:29.800 ⇒ 00:31:30.690 Sandra Nachförg-Buleandra: Yep, perfect.
318 00:31:30.690 ⇒ 00:31:31.280 shriramapte: Perfect.
319 00:31:32.170 ⇒ 00:31:32.740 Sandra Nachförg-Buleandra: Cool.
320 00:31:33.480 ⇒ 00:31:34.390 Sandra Nachförg-Buleandra: Awesome.
321 00:31:35.040 ⇒ 00:31:42.959 Uttam Kumaran: Okay, so maybe we regroup, Stree, and then can kind of give Sandra some timelines, and then, yeah, we just kind of chat on Slack. I’ll make sure you’re in our…
322 00:31:43.170 ⇒ 00:31:45.830 Uttam Kumaran: in our… Group Slack, and then…
323 00:31:46.330 ⇒ 00:31:46.880 Sandra Nachförg-Buleandra: Yep.
324 00:31:47.090 ⇒ 00:31:48.000 Uttam Kumaran: Yeah, perfect.
325 00:31:48.130 ⇒ 00:31:51.949 Sandra Nachförg-Buleandra: Awesome. Thank you so much, both. Chat soon.
326 00:31:51.950 ⇒ 00:31:53.589 Uttam Kumaran: Okay, alright, thank you.
327 00:31:53.590 ⇒ 00:31:55.129 shriramapte: Nice to meet you, Sandra.