organization, any vertical that we talk about. But primarily, we're talking about design firms here and how important the information is. 0:22:40 - (Randy Wilburn): And you talk very elegantly about information and the flow of that data. So I think it's important for people to understand that you can't just by mere happenstance, fall into a program like Tonic. You have to think about what you need and then I'm assuming that when companies reach out to you to inquire, you take a high-level view of what they're doing and make recommendations from there. 0:23:09 - (Reg Prentice): We do. People come to Tonic at different points in their journey, but our engagement with a firm is typically quite long before they make a purchase. There are firms that we've been talking to for five years. 0:23:25 - (Randy Wilburn): Okay. 0:23:27 - (Reg Prentice): Which is fine. They're watching Tonic develop, seeing when is the right time that Tonic will work for them. But the typical cycle would be about three months. So we'll have initial conversations and talk about their need first because from an efficiency point of view on both sides, we don't want to go into a deep dive if it's just not suitable for them. So we'll talk about them and where they are in their journey, and how their information is organized and what they want to achieve from it, and then we’ll show them the product obviously and how the product would work for them. 0:24:11 - (Reg Prentice): But then usually, as you kind of assume, Randy, there's quite a period of back and forth, like, okay, if we did it this way, how would that work for us? And a lot of it has to do with people as well. Like, this person needs to do this, or how would this person's role change, or how would the way they complete their work change? So usually there is quite a lot of discussion along those lines which is the part that I enjoy the most is talking to firms about their process and the information flows and how they can get more from that information. 0:24:46 - (Randy Wilburn): Well, I mean, you gain great insight and data that informs how you interact with other firms. So, I mean, certainly, that is hugely valuable. 0:24:55 - (Reg Prentice): And that's how I started myself when I was in practice as well, is that most of what I knew I'd learned from someone else in the firm. So it was kind of a node or a connector where I'd be like, oh, yeah, you should just go talk to this person because they've done it already. And so that continues when I'm talking to firms through Tonic lens. 0:25:19 - (Randy Wilburn): Okay, and do you primarily deal with CTOs or a CTO-like individual, or do you find COOs or operational leaders are the ones that you primarily communicate with on something like this? 0:25:33 - (Reg Prentice): Yeah, that's an interesting one because initially, I would have assumed it would be more a COO thing, but it is primarily a CTO, CIO, it manager. It's often not digital design-related people who tend to focus more on creating information, and they're almost half in
Made with FlippingBook Annual report