OPS: Market Selection Workstream Update: Apr 14 - Apr 25, 2025
Workstream Lead: Brent Trinacty
What key Decisions Were Made?
NYC Visit Visit scheduled with NY Flagship & Endorsed location Hospital Leaders; occurring 5/ 13-14
MN Market Aligned MN to be fast-follow market - market timeline development now underway
Workstream Status? Overall
Summary Continuing preparations for May 12-13 trip. Materials and schedule being finalized.
New
Questions / Discussion Items
New Market Will need to start working thru next market after MPLS given learnings on refresh and PIMS timing.
Market Ways of Working
In overlapping markets, we need to define and implement clear Ways of Working between flagship and endorsed locations. This is critical to fostering collaboration on referrals, maintaining a unified client experience, and preventing internal competition or client cannibalization.
Workstream Components / Milestones
COMPONENT
Refine WHY / WIIFM
Create Talking Points / Deck for HLT Mtg
NY Market Visit & PetOne Invitation
Create project plan/timeline for MN market
Confirm MN as fast-follow market
Determine 3rd market for Garden Launch
Amanda Complete 4/29/2025 Shared with PACE Team 4/29; folded into...
Julie / All
On-Track / InProgress 05/9/25
Brent Pending / Future Step 05/12/25
Amanda On-Track / InProgress 05/09/25
Collaboration underway; reviewed w/PACE Team 4/29; Will meet small group before visit week to finalize
Ops, Medical, Marketing & HR/Training meeting with all Flagship & endorsed HLT to reveal brand & gain buy-in
Pending PIMS and construction dates by location
Brent Complete 04/25/25 Local FLT & PACE Team aligned
Brent Pending / Future Step 06/13/25
Determine next market. Seattle was initially identified but need to confirm plans to move forward given concern on Flagship support.
Marketing Workstream Update: Apr 14 - Apr 25, 2025
Workstream Lead: Sarah Ostendorf
What key Decisions Were Made?
Target Launch Date February 7th for the New York flagship event
Workstream Status?
Summary
Master Brand/Visual ID elements on track, but key launch campaign planning components awaiting market group confirmation before moving forward.
New Questions / Discussion Items – N/A this week
Workstream Components / Milestones
Updates provided on Milestones
Medical Workstream Update: Apr 14 - Apr 25, 2025
Workstream Lead: Sandra Faeh
What key Decisions Were Made?
What 2 Expect Doc Paused until New Hire onboard
Workstream Status?
Overall AT RISK
Summary
Slow but steady progress being made overall. "At Risk" status due to several items paused until new hire onboard.
New Questions / Discussion Items
What 2 Expect Doc
We had a robust discussion on how to handle the one pagers. The decision for now is to finish the initial canine document and revisit.
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)
Treats & Toys
At Home Euthanasia
Spectrum of Care Estimate
Aftercare Wishes: Pre-Visit Discussion
White Board: Define needs & use--discuss with PIMS team
Royal Canin partnership for nutrition Training Sandra to discuss
Amanda In-Progress
Sandra Future Step
5/9/2025 Working with CatMan on options
5/125/13/25
Learn about current services & policies to form list on trainings needed and services to expand
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
Amanda Ensor In-Progress
Beth N Off-Track Hold Working with David /folding into EOL workstream
Beth N Complete 05/09/25 Complete in CX Documentation
Beth N Complete 05/09/25 Complete in CX Documentation
Sandra Pending Pending meeting with PIMS Team
Sandra Complete 04/29/25 Ready to insert training/partnership
(EOL) Workstream
Workstream Lead: David Brooks
Update: Apr 14 - Apr 25, 2025
What key Decisions Were Made?
Home
Delivery of Ashes
Confirmed will be included in pilot; Gateway working on method
Workstream Status?
Overall HEALTHY
Summary
Pilot locations working through training as planned. Gateway has proposed comfort room changes – construction may be delayed to back half of pilot. 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 Need some time talking through CSAT metrics with broader team
Workstream Components / Milestones
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 On-Track 4/29/2025
David Off-Track 04/25/25 Will be ready by pilot commencement
David Off-Track 05/01/25 Pending construction discussion
David In-Progress 05/01/25
David In-Progress 05/01/25
David Pending / Future Step 5/15 - 6/30/25
David Pending / Future Step 7/1 - 9/30/25
David Pending / Future Step
Completed review, working through next steps for missing SOC
Real Estate: Apr 14 - Apr 25, 2025
Workstream Lead: Brad Radlinski
What key Decisions Were Made?
MN Schedule Minneapolis construction timing and timing for stages of design approval
Workstream Status?
Overall
Summary
HEALTHY
First round of scope of work review with NY Ops team for all hospitals occurred on 4/25/25. Second round scheduled for 5/5/25
Environmental design intent (GoDutch deck) was reviewed with Julie Dunn on 4/28/25
Semiweekly calls with RE, architect, DL, and HM occurring to finalize Southview design. Plan to submit for permit before the end of May to begin construction in late June.
Renderings of space continue to be developed for Ops and leadership approval on 5/23.
New Questions / Discussion Items – n/a this week
Workstream Components / Milestones
Lobby Redesign alignment on physical environment & branding Brad In-Progress 5/30/2025
Ops (DL, VP, Marketing) flagship design review meetings set for 5/23. Sarah & Elliot to present to Janine for final approval on 5/27.
Market Vol Projection - 2nd pass Amanda In-Progress 05/16/25 Restart this work with Elliot's updated figures
Align on refresh forecast budget
Brad In-Progress
MN construction dates / site Brad Complete 05/09/25 Shared with DL & Amanda for MN timeline
Finalize GoDutch Design
Brad In-Progress 05/05/25
Endorsed Environment Identity
Brad/Sarah In-Progress 06/11/25
Endorsed Design Finalized
Brad In-Progress 07/15/25
Check-in with Adrian confirmed GoDutch is on track to deliver revisions and finalized design intent on 5/5.
5/23 Receive 1st round from GD – Mkt/GD
5/28 Meet with Field Ops & RE – Mkt/FO/RE
6/2 Receive 2nd round from GD – Mkt/GD
6/5 Review with Garden team – Mkt/Garden
6/11 Approval of Endorsed Environment – Janine
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
Flagship and Endorsed Signage Strategy
Brad/Sarah In-Progress 06/16/25
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 14 - Apr 25, 2025
Workstream Lead: Sarah Ostendorf & Alison Maas
What key
Decisions Were Made?
Handbook Creation Determined the framework, what level of detail should be added for each area of focus, how to determine KPI’s.
Workstream Status?
Overall
Summary Continuing to progress in all key areas
New Questions / Discussion Items –n/a this week
Workstream Components / Milestones
Define timing for initiation of series of engagement activations
Define success KPI's per activity and reporting
Develop a handbook and best practices for executing engagement programs
Hiring and training for role
Creation and implementation of initial community activities
Connect with EOL for Grief Group
Alison Complete 3/31/2025
Alison On-Track / InProgress 04/30/25
Alison On-Track / InProgress 06/30/25
Should tie back to revenue/visit goals. Dependent on available data and development of retention/acquisition tracking
This should include all resources including activation recap to measure success, collect key learnings that can be applied to future locations. This stage will also be where talent unleashed trainings are created.
Alison On-Track / InProgress 08/30/25 Dependent on recruitment and candidate pool
Alison Pending / Future Step 10/17/25
Alison Pending / Future Step
These should be in place prior to the grand opening of flagship location.
Digital Workstream Update: Apr 14 - Apr 25, 2025
Workstream Lead: Mark D’Andrea
What key Decisions Were Made?
Post-visit experience
New client onboarding
Group determined there should be a post-visit experience for first time clients that has additional information than an existing client. Exact info to be determined
Based on the client profile, we’ll serve up relevant content to the client by pulling from the “What to expect when you’re expecting” digital book that Drs. Faeh and Neuman are leading. Group has broadly aligned on the core data fields to include in our PetOne client and pet profile going forward
Workstream Status? Overall
SUMMARY
Wrapping design portion of the PetOne digital asset rebrand as scheduled this month. The experience redesign (new client onboarding, pre- and post-visit experience) design work kicked off in the last week with the ramp up of Valtech resources. Despite us currently being blocked in getting APIs from Vetcove, we still have enough room this year to make up for their delayed delivery to launch these experiences before the official PetOne flagship launch.
New Questions / Discussion Items
PetOne Digital Asset Launch
GP.nva.com
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.
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.
Workstream Components / Milestones
Brand UI/UX Design In-Progress 5/30/2025
Build PetOne.com (hhp.com) Pending 07/31/25
Wrapping up most of the designs. Building prototype of flagship website and mobile app for LT and Garden group review. To review, extended the due date from 5/16 to end of May
move forward with building ahead of Market launch for go live. TBD which CMS to build this one in the next couple of weeks, which then determines final readiness date (well before 2026)
Re-Skin Mobile App + Client Portal Future Step 12/19/2025 W/launch early 2026, pushed this to Q4 and will be ready by year-end.
Re-Skin gp.nva.com Off-Track TBD - On Hold While we’ve created designs to reskin gp.nva.com to gp.PetOne.com, we need to determine if and when this will occur.
Experience Redesign: Mobile app Complete 04/29/25 Aligns our mobile app and client portal to allow for the same experience going forward
Experience Redesign: Vetcove APIs up and running Pending / Future Step 4/30/2025
This is a major dependency to allow data to flow from PIMS to app profile and back, to allow booking with Vetcove PIMS in app, etc. Vetcove has delayed the delivery of their APIs repeatedly but will be delivering in May.
HR & Training: Apr 14 - Apr 25, 2025
Workstream Lead: Chris Rutter
What key Decisions Were Made?
Deadline for Content
Those working on documenting content related to experience and training are due to be completed on Friday, May 9, 2025
Begin Building Training It was decided to have those training resources begin next steps in turning content into training for those aspects that are fully baked.
Partner with PVMG
Fecal Sample / First Visit IDEXX Kit REMOVED
While we are working to complete our initial draft of content for training it was decided that we will also engage in a critical conversation with the PVMG the week of May 12, 2025 to better understand what current best practices exist today that we can capitalize on. It was also determined that this approach will allow for a more obvious partnership with the site.
Decided not to move forward with the Idexx Kit pre-visit. Fecal sample requests are moved to visit confirmation text/emails
Workstream Status?
Overall
AT RISK
▪We continue to be stalled with team member engagement in finishing the content even after deadlines were set. Getting the content completed on May 9, 2025 will allow us to fully engage with the training resources to begin building training components.
Summary
▪A few team members went through outside training for Customer Service experience. We need to determine if there were and “WOW factor” and lessons learned from those experiences that we need to incorporate into our own training, create a standalone “Excelling at Customer Service” program, etc. This will be a key decision point now that we have dedicated training resources.
▪Now that we are nearing the deadline to complete building out the draft content and switching over to training creation those leading the Garden Project should seriously consider a transition of this workstream leadership from Chris Rutter to Julie Dunn. Her engagement level is high and she is closer to the team member resources to take this to the next step. Julie is also better connected to other key Garden Project leaders.
New Questions / Discussion Items
New
Workstream Ownership
Recommend that Julie become the overall workstream owner and Chris move to active participant / working group.
Workstream Components / Milestones
COMPONENT
CX Training Outline
CX Training Content insertion/creation
People/Process: Discovery re: current personnel processes (onsite)
Add robust HM training workstream
Position Descriptions & Information
Acquiring Records from Previous Provider
New Client Welcome Kit: Determine info to be included
New Client Welcome Kit: Marketing to rebrand material
New Client Welcome Kit: Align on toys & treats
New Client Welcome Kit: Determine packaging experience
New Client Welcome Kit: Incorporate financial options (e.g. insurance)
New Client Welcome Kit: FULL TEAM REVIEW
Define Customer Service Excellence & whether to create training program
Chris Complete 4/29/2025 Reviewed outline with PACE team 4/25
Chris+ In-Progress 05/09/25 Progressing & ontrack
Chris Pending / Future Step 5/125/13/25
Chris+ New TBD
Chris New 05/30/25
Beth F In-Progress TBD
Beth F Complete 05/02/25
Beth F Future Step 05/30/25
Beth F /Amanda E In-Progress 05/30/25
Beth F In-Progress 05/30/25
Beth F Off-Track
Beth F On-Track 05/06/25
Chris / Julie New 05/12/25
Begin discovery on personnel & training processes
Need to do discovery at PVMG and take learnings back to training resources to determine scope.
Chris adding position descriptions to formal templates and submitting to compensation for market analysis.
Sending to marketing after full team review
Once the pilot sites are informed, I will circle back with procurement to seek vendor support for food/treat samples
More info need on best way to present insurance information
Amanda to schedule follow-up on how to incorporate
