Build a roadmap

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 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.