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Tidewell Booking: Roadmap, Q4 2026 to Q1 2027

For: Dana Okafor (CPO), Squad Leads · Shared with: Sales, Design

The short version

We have two goals: cut no-shows, and cut multi-site churn. The evidence points clearly to one fix for each.

• No-shows: Clinics that text patients the day before see 6% no-shows against 11% overall. SMS reminders are the fix.
• Multi-site churn: Multi-site clinics churn at 2.9% a month against 1.3% for single-site, and they are 38% of ARR. 23 of 31 who left cited "can't see all our locations in one place." The multi-site dashboard is the fix.

Everything else is either groundwork for these two, or waits.

Capacity

Each squad has 10 squad-weeks of roadmap work a quarter, so 20 in total. If the calendar sync fix ships in Q4, it frees about 3 squad-weeks from Q1 onward, giving roughly 23.

Q4 2026 (20 of 20 squad-weeks)

Risk: The dashboard takes all of Squad A's quarter, so it lands late December. Any slip pushes it into January. We will cut scope before we miss the date, for example by shipping bookings first and utilisation second.

Q1 2027 (17 of about 23 squad-weeks)

What success looks like

• No-shows: Clinics using reminders move toward the 6% seen by self-texting clinics. We'll measure from launch.
• Multi-site churn: Monthly churn falls from 2.9% toward the single-site rate. Exit-survey mentions of "one place" drop.
• Support load: Calendar sync tickets fall by most of their current 38% share.

FitPhysio and Physitrack: a date change is needed

Jordan told FitPhysio that Physitrack would be live by Christmas. We can't deliver that without dropping either the dashboard or reminders, and those are the CEO's two goals.

FitPhysio's own evaluation notes list the dashboard as their must-have and Physitrack as nice-to-have. The plan above gives them the thing they said they need by year-end, with Physitrack following in Q1.

Ask for Jordan: Please reset the Physitrack date with FitPhysio to Q1 2027, leading with the dashboard landing in December. I'm happy to join that call.

Going forward, please check dates with product before they go to customers. That way Sales can commit with confidence.

What we're not doing, and why

Booking page redesign (9 weeks): not planned. - 64% of visits already end in a booking. - Across 18 customer interviews this quarter, nobody raised it. - It doesn't serve either goal.

Design: we'd value your help on the dashboard and on the reminder messages patients receive. Those are where design effort changes outcomes this half. We'll revisit the redesign if conversion drops or customers start asking for it.

Waitlist auto-fill (7 weeks): after Q1. - It only fills slots cancelled with notice, and today patients rarely cancel. They just don't turn up. - Reminders with a cancel button should change that. Once reminders are live, waitlist becomes worth building. It is first in line for the Q1 buffer or for Q2.

Deposits at booking (14 weeks): not before Q2, and not yet committed. - The payments contract can't be signed before mid-February 2027, so building can't start this half. - It also adds friction for patients. We'll decide after we see what reminders do to no-shows. If reminders get us close to 6%, deposits may not be needed.

After Q1 2027 (indicative)

1. Waitlist auto-fill: Builds on reminders and the messaging service.
2. Deposits decision: Based on reminder results and the signed contract.
3. Multi-site follow-ons: Based on dashboard usage and churn data, such as cross-site reporting and permissions.
4. Booking page: Only if the data changes.

Decisions needed

• Dana: Approve the plan, and the Physitrack date reset with FitPhysio.
• Jordan: Own the FitPhysio conversation this week.
• Squad leads: Confirm estimates, and the dashboard scope-cut plan in case of slippage.

To: Dana Okafor (CPO), Squad Leads, Sales, Design From: PM, Tidewell Booking Subject: Booking Product Roadmap: Q4 2026 – Q1 2027 & Beyond

At $3.9M ARR across 1,450 independent physio clinics, our immediate focus is clear: ruthlessly align our capacity with the CEO's goals of cutting no-shows and reducing multi-site churn.

With two squads and 10 productive weeks per squad-quarter (20 total squad-weeks per quarter), here is our execution plan.

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Q4 2026: Foundation & The Multi-Site Anchor

Goal Alignment: Multi-site churn, Support capacity.

• Multi-Site Dashboard (10 squad-weeks – Squad A): A single view of every location’s bookings and utilization.
• Why: Multi-site clinics drive 38% of our ARR ($1.48M) but churn at 2.9% (vs. 1.3% single-site). "Can't see all locations in one place" was cited in 74% of multi-site exit surveys. This is also the explicit "Must Have" for FitPhysio Group (30 sites, $64.8K ARR).
• Messaging Service (8 squad-weeks – Squad B): Infrastructure for SMS provider, consent, and templates.
• Why: Prerequisite for our Q1 no-show reduction engine.
• Calendar Sync Fix (5 squad-weeks – Squad B, spilling into Q1): Resolving sync failures that drive 38% of support tickets.
• Why: Engineering estimates this will permanently reclaim ~3 squad-weeks/quarter of engineering time starting Q1.

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Q1 2027: Solving No-Shows

Goal Alignment: No-show reduction.

• Calendar Sync Fix completion (0 extra weeks, Squad B finishing up).
• SMS Reminders with Confirm/Cancel (6 squad-weeks – Squad B): Leveraging the Q4 Messaging Service.
• Why: Our data proves this works: clinics manually texting reminders drop no-shows from 11% to 6%. Automated confirm/cancel turns passive ghosting into active rescheduling, opening slots early.
• Physitrack Integration (8 squad-weeks – Squad A): Sends exercise plans directly to the Physitrack app.
• Why: Sales commitment to close FitPhysio Group by Christmas. (Note: While FitPhysio listed this as "nice-to-have" vs. the dashboard's "must-have," it is a commercial blocker per Sales).
• Waitlist Auto-Fill (7 squad-weeks – Squad A, utilizing reclaimed support capacity): Texts waitlisted patients when slots free up.
• Why: Directly targets no-shows, but depends on SMS reminders and cancellations working first.

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What Comes After (Q2 2027 & Beyond)

• Deposits at Booking (14 squad-weeks): Paused until Legal secures the payments partner contract (earliest mid-February 2027). This will be our primary Q2/Q3 bet to further crush no-shows once infrastructure is live.

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What We Are NOT Doing & Why

1. Booking Page Redesign (9 squad-weeks): * Why Not: 64% of visits already convert to bookings, and 18 customer interviews this quarter yielded zero mentions of the booking page. Spending design capacity here is a distraction from our retention and no-show crises. 2. Deposits in Q4/Q1: * Why Not: Blocked by external legal/contract timelines until mid-Q1 at best. 3. Prioritizing Physitrack over Multi-Site in Q4: * Why Not: While Sales needs Physitrack for FitPhysio, FitPhysio’s actual operational blocker is the Multi-Site Dashboard. Building the dashboard first secures our largest pipeline deal and addresses the core churn driver for our highest-value segment.

Tidewell booking roadmap: Q4 2026–Q1 2027

For Dana Okafor, CPO; both squad leads; Sales and Design

Strategy and trade-offs

Prioritise fewer missed appointments and better multi-site retention, not a broader feature set.

• No-shows average 11%. Clinics sending their own reminders average 6%—a promising signal, not proof that reminders alone cause the difference.
• Multi-site clinics represent 38% of ARR and churn at 2.9% monthly, versus 1.3% for single-site clinics. Of 31 multi-site departures, 23 cited the lack of a consolidated view.
• Fix calendar sync early: it causes 38% of support tickets, undermines booking reliability, and could release capacity for subsequent work.

Q4 2026: retain multi-site clinics and establish the reminder foundation

Sequencing: Squad B tackles calendar sync first, then messaging. Messaging remains unfinished at quarter-end; we are not promising patient-facing SMS in Q4.

Dashboard rollout: Validate workflows with multi-site operators, including FitPhysio, before broad release. Track activation, repeated cross-location use and whether operators can answer their core bookings/utilisation questions without separate location views.

Calendar acceptance: Confirm failures and related tickets decline. Engineering’s expected three squad-weeks of quarterly savings are a forecast, not guaranteed capacity.

Q1 2027: launch reminders and validate outcomes

Squad A’s allocation is a budget ceiling, not ten weeks of pre-approved features. Dana and the leads will approve specific improvements from dashboard usage and customer evidence; unused capacity stays uncommitted rather than funding lower-priority scope.

The calendar fix could increase Q1 capacity to 23 squad-weeks across both squads. Confirm actual support savings before allocating the extra three weeks; use them first for rollout risks and demonstrated retention blockers.

Reminder sequencing: Finish messaging before reminder implementation. With nine squad-weeks on this dependency chain, plan for a late-Q1 rollout, not a January launch.

Measurement: - Pilot reminders with a comparison group where practical. Measure no-shows, advance cancellations, delivery failures and opt-outs; do not promise the observational 6% result. - Track multi-site dashboard adoption and monthly churn against the 2.9% baseline. Review churn reasons and rolling trends; the small population makes short-term attribution uncertain. - Establish baselines and experiment design before rollout. Expect fuller reminder-impact evidence in Q2.

Not doing in these two quarters

• Physitrack integration: Not committed. FitPhysio calls it nice to have; the dashboard is its must-have. Dana and Jordan should immediately correct the Christmas promise with FitPhysio, confirm whether its buying criteria have changed, and offer the dashboard delivery plan. An integration commitment requires an explicit roadmap trade-off—not hidden extra work.
• Waitlist auto-fill: Defer until reminders demonstrably create cancellations with enough notice to refill. Today, its prerequisite behaviour is rare.
• Deposits: No Q1 delivery promise. The contract cannot be signed before mid-February, and the 14-week build is a substantial commitment before testing the simpler reminder intervention.
• Booking page redesign: Defer. The 64% conversion rate alone does not establish a problem, and none of 18 interviews raised it. Design should support dashboard and reminder usability first.

What comes after

Q2 2027 onward: Scale effective reminders and address remaining multi-site retention gaps. Prioritise waitlist auto-fill if advance cancellations create sufficient refill opportunities. Reassess deposits if no-shows remain high and the partner contract is ready. Revisit Physitrack and booking redesign only with stronger customer or commercial evidence.