Dominic Edmonds

I had no money when I started the company.

It was $160 million, which is the size of many IPOs.

Yeah, we're winning pretty well.

I think that helps being one of the early entrants to the space, which means that we've been able to develop our offering together with the view of the market as it's grown itself.

So yeah, we went through a blend of our technology features together with service as well.

We don't shy away from giving people the best in class.

Off the top of my head, you're going to say it's relatively small, given that the professional SaaS piece is what we build on in terms of scalability.

But my background in agency means that I understand that when you talk about building relationships, rather than investing in hands-on client support, it allows you for cross-sell, up-sell opportunities.

So it's all about building a relationship.

Having somebody who can pick up the phone is really important to us.

Yeah, absolutely.

Yes.

So we've been through a number of different pricing models over the eight years it existed.

We started out in a pure performance-based pricing model, which was really cool because it allows you to really get ballsy with the market and really talk about what you want to deliver.

But as you mature, you understand that actually you need to build something a little more predictable for those tough CFOs out there.

So we've had a number of iterations.

So we started out with performance.

Now I would still class performance as SaaS for us because having done that for kind of three, four years in the early days, we understood seasonality down to an art, meaning that we understood performance.

what to expect from a client depend on their sales cycle, excuse the pun.

So that was fairly predictable.