OPS: Market Selection Workstream Update: Apr 28 - May 09, 2025
Workstream Lead: Brent Trinacty
What key Decisions Were Made?
NYC Visit Complete
Positively received Garden launch meeting in NYC. Aligned to move forward at NYC hospitals.
Workstream Status?
Overall
Summary
On-site NY Market visits complete this week walked through case for change, introduced brand, elevated CX and expectations around medical standards. Locations were engaged and seemed very excited ultimately onboard and will be moving forward with NY market.
New Questions / Discussion Items
Next
Markets/Timing
Working thru Minneapolis launch timing. Will want to discuss next markets – Nashville, Buffalo, Seattle and/or Chicago.
Messaging Determine Garden messaging strategy for upcoming key meetings (e.g. GP NA meeting)
Workstream Components / Milestones
Create Talking Points / Deck for HLT Mtg
Julie / All Complete
05/9/25 NY Market Visit & PetOne Invitation
Create project plan/timeline for MN market
Determine 3rd market for Garden Launch
Market Ways of Working
Staffing needs for ongoing auditing of Garden site performance on client experience and medical standards.
Brent Complete 05/13/25
Amanda On-Track / InProgress
Brent Pending / Future Step
Brent Pending / Future Step
Brent/Sandra New
05/30/25
06/13/25
06/13/25
Pending PIMS dates by location received but needed to be updated
Determine next market. Seattle was initially identified but need to confirm plans to move forward given concern on Flagship support.
Discussion item for June working group mtg Item: define and implement clear WoW between flagship and endorsed locations on referrals, etc.
Workstream Lead: Sarah Ostendorf
What key Decisions Were Made?
Workstream Status?
New Questions / Discussion Items – N/A this week
Workstream Components / Milestones
Medical Workstream Update: Apr 28 - May 09, 2025
Workstream Lead: Sandra Faeh
What
key
Decisions Were Made?
Market
Green Light
Met with NY market and the medical part was well received so we will move forward
Workstream Status?
Overall Healthy Summary
Positive NY visits determining medical self-assessments as next step & return visit in August. New Hire progress still "At Risk" but otherwise workstream healthy.
New Questions / Discussion Items
NY Discussions
The hospitals were very receptive. Next steps will be to meet individually and set an in person meeting. The only change to our plan might be in orthopedics.
Workstream Components / Milestones
Fear Free Costing
NY Market Medical Discovery
What to Expect: K9 Content
What to Expect: FE Content
What to Expect: Visuals & marketing development
What to Expect: Fold into digital experience (post-visit comms)
At Home Euthanasia
White Board: Define needs & use discuss with PIMS team
Amanda In-Progress 5/30/2025
Sandra Complete
5/125/13/25
Working with CatMan on options; Waiting for an exact number of participants from the NY sites
Meet with teams individually in June and schedule in-person for August
Sandra Off-Track 08/30/25 Waiting for new hire
Sandra Off-Track 09/30/25 Waiting for new hire
Adrian Pending / Future Step 10/31/25 Waiting for new hire
SandraMark Pending / Future Step Hold Waiting for new hire
Beth N Off-Track Hold
Sandra Pending
Urgent Care Availability & Appropriate Record Handling New
Client Follow-Up--Post Injury or Referral New
Working with David /folding into EOL workstream
End
of Life
(EOL)
Workstream Update: Apr 28 - May 09, 2025
Workstream Lead: David Brooks
What key Decisions Were Made?
Ashes Delivery
Content
Proposal
Gateway has confirmed they can offer home delivery of ashes for the two-clinic pilot – logistics being finalized
Gateway has completed proposals for content, comfort room – next steps TBD
Workstream Status?
Overall
Summary
OFF-TRACK
Delays in getting things set up, but clinics are engaged and we will be good to complete project before end of summer still.
Comfort Room construction will be delayed
MedOps team being engaged for this a Clinics have reviewed all EOL SOC – some shortcomings; will work to build out plan for other clinics with similar situation
New Questions / Discussion Items
KPIs Still Outstanding: Need some time talking through CSAT metrics with broader team
Workstream Components / Milestones
COMPONENT
Prepare (CAN) Pilot
Prepare KPIs and tracking for Pilot (CAN)
Comfort room modifications
Align Hospital SOC & experience with MAB SOC
Pilot location training
Pilot live (60 days)
Prepare US implementation package
Sympathy card inclusion
David Off-Track 5/16 (from 5/1) Full details completed by 5/16
David Off-Track 6/1 (from 4/25) Surveys to be prepared by 06/01
David In-Progress 6/15 (from 5/1)
Progress made – Gateway has proposal, need to finalize and implement. Now targeting 6/15 completion.
David In-Progress 6/15 (from 5/1) Med Ops Engaged Targeting 6/15 completion
David In-Progress 5/23 (from 5/1)
David In-Progress 5/15 - 6/30/25
David Pending / Future Step 7/1 - 9/30/25
David Pending / Future Step
Hospital training is complete for one clinic, other will be complete 5/23
Some aspects are live, fully live by 6/15
Not Started
Real Estate: Apr 28 - May 09, 2025
Workstream Lead: Brad Radlinski
What key Decisions Were Made?
Design
Approval
Janine’s approval on flagship environmental design intent received (5/13)
Workstream Status?
Overall
Summary
HEALTHY
Second round of scope of work review with NY Ops team for all hospitals occurred 5/5/25. Next: High level scope of work/drawing review with New York HLT’s week of 5/19. Brad walking NY hospitals 5/28 & 5/29 with contractors and suppliers. Baseline construction schedules for individual sites under review. Forecasted capex spend for NY market trending below budget. Sourcing and design for millwork, furniture, lighting, etc. inprogress.
New Questions / Discussion Items – n/a this week
Workstream Components / Milestones COMPONENT
Renderings of space continue to be developed for Ops and leadership approval
Lobby Redesign alignment on physical environment & branding
Finalize GoDutch Design
Endorsed Environment Identity
Semiweekly calls with RE, architect, DL, and HM occurring to finalize Southview design.
Endorsed Design Finalized
Flagship and Endorsed Signage Strategy
Brad In-Progress 05/23/25
Brad In-Progress 5/27/2025
Review with Ops & marketing scheduled for 5/23.
Sarah & Elliot to present to Janine for final approval
Brad Complete 05/05/25 Complete
5/23 Receive 1st round from GD – Mkt/GD
Brad/ Sarah In-Progress 6/11/2025
Brad Ongoing 06/30/25
Brad In-Progress 07/15/25
Brad/ Sarah In-Progress 06/16/25
5/28 Receive 1st round from GD – Mkt/GD 6/2 Receive 2nd round from GD – Mkt/GD
6/5 Review with Garden team – Mkt/Garden 6/11 Approval of Endorsed Environment – Janine
Plan to submit for permit before the end of May to begin construction in late June.
Design drawings are in-progress and running parallel. 6/30 Translate to Endorsed Sites – RE 7/15 Approval of Each Endorsed Site –Janine/Sarah/Elliot
5/16 Signage Strategy Recommendation – Mkt/GD 5/23 Review with Garden Team or subset –Mkt/Garden Team
6/2 Finalized Signage Strategy – Mkt/GD 6/16 Approval of Signage Strategy – Janine
Community Engagement Workstream Update: Apr 28 - May 09, 2025
Workstream Lead: Sarah Ostendorf & Alison Maas
What key Decisions Were Made?
Role Comp Details
Compensation Team responded to job description with the market analysis of $50,000 - $60,000 for base, non-exempt (hourly) and not AIP eligible.
Workstream Status?
Overall
Summary No delays in any component areas. Adding the content to the framed handbook.
New Questions / Discussion Items – n/a this week
Workstream Components / Milestones
COMPONENT
Define success KPI's per activity and reporting
Develop a handbook and best practices for executing engagement programs
Alison Pending / Future Step TBD
Alison
On-Track / InProgress 06/30/25
Alison
Hiring and training for role
Creation and implementation of initial community activities
Connect with EOL for Grief Group
On-Track / InProgress 08/30/25
Alison Pending / Future Step 10/17/25
Alison Pending / Future Step 7/15/25
KPI’s will determined at the site level based on the tactic/event type. Guidance of how to think about KPI’s will be built into the handbook
Handbook is fully framed. Working through content for each section.
Compensation responded with the market analysis. I’ve reached out to set time with Julie Dunn on training and should have an update by next status. I’ll connect with Chris Rutter on hiring timing but the last time we connected his recommendation was begin the process 4 months ahead of the start date.
These should be in place prior to the grand opening of flagship location.
Have not connected with EOL Grief Group as I believe David had wanted to wait until after they had begun execution on the Canadian plan.
Digital Workstream Update: Apr 28 - May 09, 2025
Workstream Lead: Mark D’Andrea
What key Decisions Were Made?
New client onboarding
Steerco structure
Set design direction such that we will build modular experiences that allow us to be flexible on what and when we serve up different components of the onboarding experiences to clients based on where they are starting front, what we already know about them, etc.
Decided to combine the experience redesign and personalization steerco meetings because of the amount of overlap in work and key stakeholders involved. Combined steerco will begin to meet on 5/28
Workstream Status? Overall
SUMMARY
PetOne digital asset rebrand designs wrapped up and are now in final review with Garden team and leadership. The experience redesign work has moved from scoping and ideation to design with some initial mid-fidelity designs for the new client onboarding experience underway. We’ve also received the initial set of APIs from Vetcove which were previously delayed and have now unblocked work for the booking experience. Additionally, legal approved including capture of both SMS and Aireporting permission in the new client onboarding flow.
New Questions / Discussion Items
PetOne
Digital Asset Launch
GP.nva.com
Emergency location information
Determine when to go live with PetOne Digital Assets – recommend the same time as the physical flagship launch and event to get more bang for our buck. Open Item
Need to determine if we will be rebranding NVA GP as PetOne and if so, when we want to rebrand/launch the gp.nva.com website. .—Open Item
Need to determine process for gathering the emergency location information that each hospital would like to refer their clients to so that we can surface the information during off-business hours in the website, app, etc.
Workstream Components / Milestones
Brand UI/UX Design In-Progress 5/30/2025
Build PetOne.com (hhp.com) In-Progress 07/31/25
Re-Skin Mobile App + Client Portal Future Step 12/19/2025
Final prototypes of PetOneVet.com, the flagship website, the mobile app and the client portal have been sent to the Garden team for review and feedback on 5/15.
Technical conversations have been held over during this time period to determine which CMS to build PetOne.com and the flagship website on (we don’t need to use the same infrastructure as our existing hospital sites). Goal is to make a decision by 5/23 and then scope the actual development time afterward.
Re-Skin gp.nva.com Off-Track TBD - On Hold Key Design Decision need to discuss
Experience Redesign: Vetcove APIs running In-Progress
Client data collection Future Step PIMS mapping Future Step SMS permission capture
Aireporting permission capture
UNBLOCKED
7/15 (was 5/15)
Complete 05/09/25
Complete 05/09/25
Visit Template triggers Future Step 05/30/25
Outline 1st visit (new client) flow New post-visit experience New
APIs were delivered by Vetcove the week of 5/5 so this has become unblocked and the first order of business is to get booking with Vetcove working with the mobile app. This is now scheduled to be ready by mid-July (originally scheduled for early May before delays from Vetcove).
Legal has approved including in the new client onboarding flow.
Legal has approved including in the new client onboarding flow.
HR & Training: Apr 28 - May 09, 2025
Workstream Lead: Chris Rutter in transition to Julie Dunn
What key Decisions Were Made?
NY Visit
Presentation
Finalized presentation for return visit to NY
Workstream Status?
Overall OFF TRACK
Summary
Several pieces of content remain untouched after agreed upon due date of 5/9/25. Training partners have begun working with content that is fully baked and creating training, so the training is in motion, but it is critical that other pieces are finalized ASAP so training doesn’t fall behind.
Important to ensure we are all aligned with an expectation from Janine that when we are building training, we determine the hard & soft – what are the pieces of training that will be consistent across all NVA GP locations and what are pieces that can be slightly modified to meet the current & positive culture of individual sites.
New Questions / Discussion Items
Ownership
Transition
Chris & Julie meeting on 5/16 for formal transition and next steps. Chris will remain on workstream to assist Julie as needed.
Workstream Components / Milestones
CX Training Content insertion/creation
People/Process: Discovery re: current personnel processes
Add robust HM training workstream
Position Descriptions & Information
Acquiring Records from Previous Provider
Chris+ Off-Track 05/09/25
Chris Future Step TBD
Chris+ Future Step TBD
Chris In-Progress 05/30/25
Beth F In-Progress 5/30/25
Several pieces on the content document remain empty. Critical to continue encouraging various leaders to complete building their content. Training resources are already diving in and working with content already done.
Begin discovery on personnel & training processes
Need to do discovery at PVMG and take learnings back to training resources to determine scope.
Pending compensation review of market analysis.
First draft complete, sent to Ken F to be reviewed by DVM Team. Looped in Mark D as well since it will impact the first visit comms workstream.
New Client Welcome Kit: Marketing to rebrand material
New Client Welcome Kit: Determine packaging experience
New Client Welcome Kit: Incorporate financial options (e.g. insurance)
New Client Welcome Kit: FULL TEAM REVIEW
New Client Welcome Kit: Finalize cadence of visit comms w/digital workstream
New Client Welcome Kit: Determine kit re-order process (Oracle?)
Define Customer Service Excellence & whether to create training program
Beth F In-Progress 05/30/25
Beth F Complete 05/30/25
Adrian will be doing final design and edits
Selected PetOne tote w/Adrian who quoted $7.50–$9.00 each; we need ~1,500 to start NY market. Pending MN market volume order to start design work & order placement
Beth F In-Progress 5/23/25 On 5/23 group agenda for discussion
Beth F Complete 05/06/25
Beth F Complete 05/06/25
Beth F / Amanda L New 07/30/25
Group aligned on content; moved to Janine approval
Group aligned on content; moved to Janine approval
Chris / Julie Future Step 6/03/25 Scheduled
