Strategy
The current, applied version of every part of the strategy. Highlighted evidence statuses are not yet proven: don't present them as fact. Click a reference to see every detail, its evidence and its history. To change something, ask Claude and give the reference, for example "change P-1's goals".
- assumption: Believed but not stated with any evidence yet.
- hypothesis: Stated explicitly with some evidence; still to be tested.
- supported: Backed by enough customer-voice evidence under the workspace policy. Set only in Core.
- disproven: Contradicted by evidence; needs a reason. Set only in Core.
Ideal customer profiles
| Ref | What | Evidence | Review | Version |
|---|---|---|---|---|
| ICP-A | Owner-led independent US outpatient PT clinic | hypothesis | Approved | v1 · CR-0 |
Personas
| Ref | What | Evidence | Review | Version |
|---|---|---|---|---|
| P-1 | Clinic owner who still treats | hypothesis | Draft | v1 · CR-0 |
| P-2 | Staff physical therapist | hypothesis | Draft | v1 · CR-0 |
| P-3 | Front desk (and practice manager in larger clinics) | hypothesis | Draft | v1 · CR-0 |
| P-4 | Home-programme patient | assumption | Draft | v1 · CR-0 |
Jobs to be done
| Ref | What | Evidence | Review | Version |
|---|---|---|---|---|
| J-1 | When I send a patient home with exercises, I want to know whether and how well they actually do them, so I can adjust the plan between visits instead of finding out at the next one. | assumption | Draft | v1 · CR-0 |
| J-2 | When my last patient leaves, I want my progress notes finished and defensible, so I can go home on time without risking payer pushback. | supported | Approved | v2 · CR-1 |
| J-3 | When a follow-up patient walks in, I want to already know how their week went, so I can spend the session treating instead of interviewing. | hypothesis | Draft | v1 · CR-0 |
| J-4 | When patients lose motivation halfway through their plan of care, I want them to stay engaged and finish, so my clinic gets better outcomes, keeps its schedule full and earns referrals. | assumption | Draft | v1 · CR-0 |
| J-5 | When an insurer caps visits or questions whether continued care is necessary, I want objective measures of progress in the record, so I can get the visits the patient needs approved and paid. | assumption | Draft | v1 · CR-0 |
| J-6 | When a new patient is checking out, I want them set up and filming before they leave, so they start their programme the same day without adding work to my desk. | hypothesis | Draft | v1 · CR-0 |
| J-7 | When I'm doing my exercises at home, I want to remember them and know I'm doing them right, so I recover faster and my visits aren't wasted. | assumption | Draft | v1 · CR-0 |
Pains and gains
| Ref | What | Evidence | Review | Version |
|---|---|---|---|---|
| PG-11 | About three in four US patients don't complete all their home exercises (76% in a 2026 survey), so recoveries take longer and outcomes look worse. (Pain) | assumption | Draft | v1 · CR-0 |
| PG-9 | Patients drop out partway through their plan of care: the remaining booked visits are lost and there's no outcome to show referrers. (Pain) | assumption | Draft | v1 · CR-0 |
| PG-1 | Therapists' evening charting hours are a reason they burn out or leave, and replacing a therapist takes months. (Pain) | assumption | Draft | v1 · CR-0 |
| PG-4 | A higher plan-of-care completion rate the owner can show to referring doctors. (Gain) | assumption | Draft | v1 · CR-0 |
| PG-2 | Finding out at the visit that a patient did the exercises wrong or not at all, and spending the start of the session re-teaching. (Pain) | assumption | Draft | v1 · CR-0 |
| PG-3 | Finishing notes after the last patient or at home in the evening. (Pain) | supported | Approved | v2 · CR-1 |
| PG-5 | Having to check every clinical detail of an AI-drafted note before signing, because the licence is theirs. (Pain) | hypothesis | Draft | v1 · CR-0 |
| PG-8 | Knowing how the patient's week went before saying a word to them. (Gain) | hypothesis | Draft | v1 · CR-0 |
| PG-10 | Setting up a patient on a new app at checkout while the next patient waits. (Pain) | assumption | Draft | v1 · CR-0 |
| PG-12 | Chasing therapists for progress evidence when an insurer asks for reauthorisation or denies a claim. (Pain) | assumption | Draft | v1 · CR-0 |
| PG-7 | If the clinic bills remote monitoring: tracking whether each patient reached 16 days of data in the month. (Pain) | assumption | Draft | v1 · CR-0 |
| PG-6 | Forgetting the exercises with no reminder: the top reason patients give for skipping (40% in a 2026 survey). (Pain) | assumption | Draft | v1 · CR-0 |
| PG-14 | Not sure the form is right, and afraid of making things worse (18% name pain or fear as a reason to skip). (Pain) | assumption | Draft | v1 · CR-0 |
| PG-13 | Some patients dislike filming themselves. (Pain) | hypothesis | Draft | v1 · CR-0 |
Features
| Ref | What | Evidence | Review | Version |
|---|---|---|---|---|
| F-1 | Camera-scored home exercise with reminders | Draft | v1 · CR-0 | |
| F-2 | Weekly patient summary | Draft | v1 · CR-0 | |
| F-3 | AI-drafted progress notes | Draft | v1 · CR-0 | |
| F-4 | Clinic management system integration | Draft | v1 · CR-0 | |
| F-5 | Insurer-format outcome reports | Draft | v1 · CR-0 |
Competitors
| Ref | What | Evidence | Review | Version |
|---|---|---|---|---|
| C-1 | Printed exercise sheets + notes written after hours (Status quo) | hypothesis | Draft | v1 · CR-0 |
| C-5 | DIY with general AI tools and templates (Build in house) | assumption | Draft | v1 · CR-0 |
| C-2 | Physitrack (Direct) | assumption | Draft | v1 · CR-0 |
| C-3 | MedBridge (Direct) | assumption | Draft | v1 · CR-0 |
| C-4 | Kemtai (Direct) | assumption | Draft | v1 · CR-0 |
| C-7 | AI scribes (Freed, Heidi, DeepCura) (Indirect substitute) | assumption | Draft | v1 · CR-0 |
| C-6 | Practice EMR with built-in home programmes (e.g. WebPT) (Indirect substitute) | assumption | Draft | v1 · CR-0 |
| C-8 | Digital MSK programmes (e.g. Hinge, Sword) (Indirect substitute) | assumption | Draft | v1 · CR-0 |
| C-9 | Big chains' own exercise apps (Build in house) | hypothesis | Draft | v1 · CR-0 |
Content pillars
Nothing here yet.
Subtopics
Nothing here yet.
Kinetrail product profile
Product profile · 01a15997…1519 · v1 · CR-0
| Ref | Component | Text | Evidence | Review |
|---|---|---|---|---|
| E-PP-1 | Premise | Independent clinics lose a lot of patient progress between appointments: patients don't do their home exercises, or do them wrong, and therapists only find out at the next visit. On top of that, therapists spend evenings writing notes. Independent physiotherapy (physical therapy) clinics and their therapists; first market the US (D-2). Kinetrail watches the home exercises through the phone camera, keeps the therapist informed, and drafts the notes. Phone cameras and movement AI are now good enough to do this reliably. | hypothesis | Draft |
| E-PP-2 | Pricing model | free_pilot usage_based Target ~$15 per active patient per month Free pilot with 6 clinics today. Idea: ~$15 per active patient per month, possibly partly passed on to patients. Not tested. | Draft | |
| E-PP-5 | Route to market | outbound The two founders contact clinic owners they know personally. Listed first by the founder; treated as primary until shown otherwise. | Draft | |
| E-PP-4 | Route to market | referral Clinical partner Dana, a physiotherapist and clinic owner, introduces the founders to peers. | Draft | |
| E-PP-3 | Sales model | founder_led Dana introduces a peer clinic owner; the founders take over the conversation and onboarding. | Draft | |
| E-PP-6 | Ambition | Become the trusted outcome record for physical therapy that insurers accept, so clinics get more visits approved. Long term (not yet set) | Draft | |
| E-PP-7 | Moat thesis | Every scored home session adds to a record of measured progress no one else has. Once insurers rely on Kinetrail records to approve visits, clinics need Kinetrail to get paid and insurers need clinics on it. | hypothesis | Approved |
Kinetrail value proposition
Value proposition · 01a159ae…d3d5 · v2 · CR-1
| Ref | Component | Text | Evidence | Review |
|---|---|---|---|---|
| E-VP-2 | Positioning statement | Owners and therapists of independent US outpatient physical therapy clinics to finish progress notes in clinic instead of at home, and to know what patients actually did between visits, without adding admin Progress notes built on measured home exercise, for PT clinics AI-drafted progress notes built on camera-scored home exercises, plus a weekly summary before every visit AI scribes and charting templates that only know what was said in the session drafts each note from measured home data, so notes are done sooner and show objective progress | Draft | |
| E-VP-3 | Lead promise | Progress notes ready to sign before you leave the clinic, with what each patient did at home already in them. | Approved | |
| E-VP-5 | Primary outcome | Therapists finish their notes in clinic instead of at home: about 5 hours a week back per therapist. | Draft | |
| E-VP-1 | Primary outcome | More patients finish their plan of care, because adherence problems are caught between visits, not at them. | Draft | |
| E-VP-4 | Category | Progress notes built on measured home exercise, for PT clinics | Draft | |
| E-VP-10 | Pain reliever | Reminders plus camera scoring show which patients are slipping mid-week, so the therapist can act before the next visit. 4 | assumption | Draft |
| E-VP-9 | Pain reliever | The weekly summary flags patients whose logging drops, an early warning before they cancel. 3 | assumption | Draft |
| E-VP-8 | Pain reliever | Progress notes arrive drafted from the session and the home data; the therapist edits and signs. 4 | assumption | Draft |
| E-VP-7 | Pain reliever | Drafts are built on measured data and the therapist edits and signs every note, so the therapist stays in control. 3 | hypothesis | Draft |
| E-VP-6 | Pain reliever | Form problems show up in the summary before the visit, so the session starts with treatment, not re-teaching. 4 | assumption | Draft |
| E-VP-11 | Pain reliever | Patients set up on their own phone at the desk in minutes. 2 | assumption | Draft |
| E-VP-12 | Pain reliever | Objective range-of-motion and adherence data is already in the note; insurer-format outcome reports are planned (F-5). 3 | assumption | Draft |
| E-VP-15 | Pain reliever | Phone reminders prompt the patient on exercise days. 4 | assumption | Draft |
| E-VP-14 | Pain reliever | Scoring tells the patient whether the movement was done right. 3 | assumption | Draft |
| E-VP-13 | Gain creator | Measured adherence and completion the owner can show to referring doctors. 3 | assumption | Draft |
| E-VP-16 | Gain creator | The week's picture in under a minute, before saying a word to the patient. 5 | hypothesis | Draft |
| E-VP-19 | Differentiation | Measures what was done at home instead of asking at the next visit. Printed exercise sheets | assumption | Draft |
| E-VP-18 | Differentiation | Adherence and form measured on camera, not ticked off by the patient, and notes drafted from that data. Physitrack, MedBridge | assumption | Draft |
| E-VP-17 | Differentiation | Notes that include what happened at home, not only what was said in the session, in the same tool that tracks adherence. AI scribes | assumption | Draft |
| E-VP-25 | Differentiation | Keeps the patient's home programme with their own clinic and therapist. Employer-paid digital MSK apps | assumption | Draft |
| E-VP-24 | Reason to believe | Built with Dana, a practising physiotherapist and clinic owner, as clinical partner. | hypothesis | Draft |
| E-VP-22 | Reason to believe | Co-founded by a former insurance claims analyst who knows what payers look for in notes. | hypothesis | Draft |
| E-VP-20 | Reason to believe | The therapist edits and signs every note; nothing goes in the record unreviewed. | hypothesis | Draft |
| E-VP-27 | Proof point | 6 clinics, 140 active patients, an average of 3.1 logged home sessions a week over 8 weeks. pilot | hypothesis | Draft |
| E-VP-26 | Proof point | Most pilot therapists read the weekly summary before saying a word to the patient. pilot usage | hypothesis | Draft |
| E-VP-21 | Proof point | No pilot therapist has refused to sign a drafted note. pilot | hypothesis | Draft |
| E-VP-23 | Proof point | Some insurers have said they will accept Kinetrail outcome reports (supporting proof only, per D-4). insurer feedback | hypothesis | Draft |
| E-VP-28 | Proof point | Pilot clinic owners report about 5 hours a week of charting saved per therapist. pilot interviews | hypothesis | Draft |
Kinetrail offer ladder
Offer ladder · 01a159c3…9db4 · v1 · CR-0
| Ref | Component | Text | Evidence | Review |
|---|---|---|---|---|
| E-OL-3 | Offer tier | Paid clinic pilot Paid, amount to decide (option: credited to the clinic plan on conversion) 3 months, whole clinic: all treating therapists, front desk onboarding patients In 3 months, see how many charting hours your therapists get back and whether patients keep up their home exercises. Per clinic (flat pilot fee) 3 Clinic plan from month 4 Hours saved hold across the clinic, and patients keep filming through their plan of care Founder sells via own network and Dana's introductions; agrees success targets upfront; reviews at month 1 and month 3 | Draft | |
| E-OL-4 | Offer inclusion | Week-1 baseline: after-hours charting per therapist | Draft | |
| E-OL-12 | Offer inclusion | AI-drafted progress notes | Draft | |
| E-OL-16 | Offer inclusion | EMR integration (when F-4 ships) | Draft | |
| E-OL-7 | Offer inclusion | AI-drafted progress notes to edit and sign, for every therapist | Draft | |
| E-OL-8 | Offer tier | Clinic plan To decide: test per therapist per month (anchored against AI scribes) versus a per-therapist base plus a per-active-patient amount Monthly or annual subscription, all features Notes done before you leave, built on what your patients actually did at home. Treating therapists (to test against active patients) 4 Add-ons: EMR integration and remote-monitoring billing support The month-3 pilot report shows hours saved worth more than the price Founder closes at the month-3 review; onboarding stays founder-led until 25 clinics | Draft | |
| E-OL-9 | Offer inclusion | Camera-scored home exercises with reminders | Draft | |
| E-OL-14 | Offer inclusion | Remote-monitoring day-count tracking (16 days in 30) | Draft | |
| E-OL-6 | Offer inclusion | Camera-scored home exercises with reminders | Draft | |
| E-OL-11 | Offer inclusion | Weekly patient summary | Draft | |
| E-OL-17 | Offer tier | Add-ons To decide EMR integration (planned F-4); remote-monitoring billing support; insurer-format outcome reports later (F-5, supporting only per D-4) Notes land where you already work, and measured home sessions can become billable remote monitoring. Per clinic, or per billed patient for remote-monitoring support 3 Introduce a peer clinic owner (referral) The clinic bills remote monitoring or wants to; an integration exists for its EMR Founder; later the practice manager or billing service | Draft | |
| E-OL-15 | Offer inclusion | Insurer-format outcome reports (when F-5 ships) | Draft | |
| E-OL-5 | Offer inclusion | Weekly patient summary before each visit | Draft | |
| E-OL-13 | Offer inclusion | Filming drop-off alerts in the summary | Draft | |
| E-OL-2 | Offer inclusion | Front-desk setup script and filming kit so patients start before they leave | Draft | |
| E-OL-10 | Offer inclusion | Front-desk onboarding for new staff | Draft | |
| E-OL-1 | Offer inclusion | Month-3 report: charting hours saved, sessions logged per patient, filming drop-off | Draft |