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Tidewell Booking Roadmap | Q4 2026–Q1 2027

For: Dana Okafor, CPO; squad leads; Sales and Design North star: Reduce clinic no-shows and multi-site churn. We have 20 roadmap squad-weeks per quarter across two squads; support and bugs are planned separately.

Q4 2026 — Build the multi-site view and messaging foundation

• Multi-site dashboard — 10 squad-weeks. Show bookings and utilisation across every location in one view. This directly addresses the most-cited multi-site exit reason (23 of 31 surveyed departures) and FitPhysio’s stated must-have.
• Messaging service — 8 squad-weeks. Build the SMS provider, patient consent records and templates needed for reminders. This is foundational work, not a patient-facing launch; reminders follow in Q1.

Capacity: One squad takes the dashboard; the other builds messaging, with two squad-weeks uncommitted.

Sales: Jordan’s Christmas commitment for Physitrack is not in this roadmap. FitPhysio called it “nice to have,” while the multi-site view is a must-have. Please correct the commitment with FitPhysio now; do not sell a Christmas delivery date.

Q1 2027 — Launch reminders and fix calendar sync

• SMS reminders with confirm/cancel — 6 squad-weeks. Launch using the Q4 messaging foundation, with rollout and measurement. Forty clinics that send their own day-before texts average 6% no-shows versus 11% overall. That’s a promising signal, not proof of causation; measure results against a comparison group and track cancellations as well as no-shows.
• Calendar sync fix — 5 squad-weeks. Address a cause of 38% of support tickets. Engineering expects it to free about three squad-weeks of support time per quarter, starting Q2.

The remaining Q1 roadmap capacity is reserved for rollout learning and iteration rather than adding another large commitment.

Success measures: No-show rate for reminder-enabled appointments versus comparison; reminder delivery, confirmations and cancellations; dashboard adoption across multi-site locations; and multi-site support and churn trends.

After Q1 — Reassess before committing

• Waitlist auto-fill: Revisit once reminders give patients a way to cancel and we know whether cancellations happen with enough notice. Today, patients mostly don’t cancel, so auto-fill has few openings to act on.
• Deposits: Reassess after the payments contract can be signed (earliest mid-February) and we have evidence on reminder impact and clinic appetite. The 14-week estimate and partner dependency make it unsuitable for this committed plan.
• Physitrack: Reassess against customer evidence and capacity; it is not committed for Q4 or Q1.
• Booking page redesign: Revisit if research identifies a meaningful problem. Booking-page conversion is 64%, and nobody in 18 recent interviews raised it; it is not the best use of capacity against current goals.

Explicitly not doing now

We are not building the booking redesign, waitlist auto-fill, deposits or Physitrack in these two quarters. This is a focus decision: prioritize the evidenced churn driver and test the clearest no-show intervention before investing in lower-evidence or dependency-heavy work.

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.

Tidewell Booking Roadmap: Q4 2026, Q1 2027 and beyond

For: Dana Okafor, squad leads. Shared with Sales and Design.

Goals and what the data says

1. Cut no-shows. The average is 11%. The 40 clinics that text their own patients a reminder average 6%. That group is small and self-selected, so this suggests reminders help but doesn't prove it. We'll measure with a holdout group.
2. Cut multi-site churn. Multi-site clinics are 16% of clinics but 38% of ARR (about $1.5M). Their monthly churn is 2.9%, against 1.3% for single-site. Of the 31 that left last year, 23 cited "can't see all our locations in one place."

Capacity

There are 10 squad-weeks per squad per quarter, so 20 a quarter. Calendar sync ships in Q1, so its freed support time (about 3 squad-weeks) only adds capacity from Q2, bringing Q2 to about 23.

The plan

Q4: build both foundations. - Multi-site dashboard (10). This directly targets the top churn reason, and it is FitPhysio's stated must-have. Target: live mid-December. It fills Squad B's quarter with no buffer, so if it slips, we roll out to FitPhysio's sites in phases rather than wait. - Messaging service (8). SMS provider, consent records and templates. Nothing patient-facing ships from it alone, but every no-show feature depends on it.

Q1: ship reminders and pay down support load. - SMS reminders with confirm or cancel (6). This is our main no-show feature. It should ship in January. Success is measured against a holdout group, with the target being movement toward the 6% the self-reminding clinics achieve. - Calendar sync fix (5). Sync failures cause 38% of support tickets. The fix pays for itself in under two quarters. It goes after reminders because reminders serve the CEO's goals directly. - Physitrack integration (8). See the FitPhysio section below.

Q2 and after. - Deposits (14). Deposits should cut no-shows, but Legal can't sign the payments partner contract before mid-February, and 14 weeks of work doesn't fit in what remains of Q1. Action: start the contract process now so the build begins the day it's signed. - Waitlist auto-fill (7). Only build it if reminders prove the case. It fills slots cancelled with notice, and today patients mostly just don't show up. Confirm or cancel reminders should turn some no-shows into early cancellations. Trigger: the share of appointments cancelled with notice rises meaningfully in the first 6–8 weeks after reminders launch.

FitPhysio and Physitrack

FitPhysio (30 sites, $64,800 ARR) is our biggest deal this year. Sales promised Physitrack by Christmas. FitPhysio's own evaluation notes say the dashboard is a must-have and Physitrack is nice-to-have.

• The dashboard is on track for Christmas, and it is the thing that closes the deal.
• Physitrack by Christmas would cost us. Squad B is full with the dashboard, so the 8 weeks would have to come from messaging. That delays reminders, our main no-show feature, by a full quarter, for a nice-to-have for one account.
• Recommendation: Jordan goes back to FitPhysio now. The message is that the dashboard, their must-have, is live before Christmas, and Physitrack follows in Q1. I'd like Jordan and me to have that conversation this week, before the expectation hardens.
• Physitrack is conditional. We build it in Q1 if FitPhysio signs, or if a second account asks for it. Otherwise that capacity goes to the dashboard follow-up and to buffer.

What we're not doing, and why

• Booking page redesign (9 weeks, not scheduled). 64% of booking page visits already end in a booking, and none of our 18 customer interviews mentioned the page. It serves neither goal. I'd revisit it if we see evidence of drop-off or patient complaints. Design isn't sidelined, though: the dashboard and the reminder and confirm flows need heavy design input in Q4 and Q1, and I'd like Design embedded with both squads.
• Waitlist auto-fill now. It would fill few slots today (see the trigger above).
• Deposits before Q2. Blocked by the contract and too large to fit anyway.
• Physitrack before Christmas. It would push back our main no-show feature for a nice-to-have.

Risks

• Dashboard timing. Squad B has no slack in Q4. The mitigation is a phased FitPhysio rollout.
• Reminder effect. The 11% vs 6% gap may partly reflect which clinics choose to send reminders. The holdout group will give us the real number.
• Support load. Support and bugs are planned at 25% of time. If they run higher, Q1 calendar sync and Physitrack slip first, before reminders.
• Legal. If the payments contract slips past mid-February, deposits slip with it one-for-one.

Decisions needed

1. Dana: approve the Q4 plan and the no-go on the booking page redesign.
2. Jordan: take the revised Physitrack timing to FitPhysio.
3. Legal: start the payments partner contract now.