Project 2030: world-class eyecare before 2030.
Two goals define success: $8M in gross revenue, and operational consistency at the highest standard of care.
Workspaces
Strategy and KPIs live in Notion. Weekly execution lives in Asana. Individual accounts there are the system of record for who is doing what.
Four Phases to 2030
Annual phase gates. Each phase ends with a leadership review before the next begins.
Phase 1: Foundation
Leadership operating system, SOP library, financial dashboard, brand refresh, OCT reliability, baseline KPIs.
Phase 2: Systems & Growth
Hiring engine, incentive plans, marketing engine, referral network, margin program, flagship site search.
Phase 3: Consistency & Design
Operational consistency proven, associate doctors onboard, flagship design and permits, data warehouse live.
Phase 4: Flagship & $8M
Flagship build-out and move across the street, $8M run rate, world-class standard locked in.
Master Gantt
Key initiatives by half-year, July 2026 through December 2030. The live, editable version is the Gantt view in Notion.
Workstreams & Owners
Every workstream has one accountable owner. Owners update Asana weekly and report at the monthly leadership meeting.
Human Resources & Leadership Dee Carter
- Leadership operating system and RACI
- Hiring pipeline and onboarding playbook
- Incentives tied to clinic KPIs
- Second-layer management per site
Operations & Systems Caitlin Dawkins
- SOP library for every process
- OCT fleet reliability and vendor SLA
- Scheduling and capacity optimization
- Operational consistency playbook
Optical & Retail Tatiana Chekhter
- Capture rate program
- Frame lineup and margin optimization
- E-commerce and CL subscriptions
Marketing & Brand Dr. Jenny Tsui
- Brand refresh and guidelines
- Website relaunch with online booking
- Always-on local marketing engine
- Flagship launch campaign
Clinical Expertise Dr. Henry Reis
- Dry eye, myopia control, specialty lenses
- Standardized clinical protocols
- Associate doctor recruitment and training
Outreach & Referrals Dr. Jenny Tsui
- GP and specialist referral network
- Corporate and community partnerships
- CE events for regional professionals
Charity & Community Dr. Daniela Albuquerque
- Charity mandate and giving program
- Annual community vision care day
Clinical Research & Trials Dr. Daniela Albuquerque
- Trial portfolio from 2 to 5 studies
- Research coordinator and infrastructure
Finance & Profitability Dr. Henry Reis
- Monthly P&L by location
- Margin program: COGS, fees, staffing
- Flagship financing and budget
Technology & Data Dr. Daniela Albuquerque
- EMR and systems integration audit
- Patient communication automation
- Data warehouse and KPI automation
Burnaby Flagship Dr. Henry Reis
- Site search and lease across the street
- Design, permits, build-out (5,000 sqf)
- Move with zero patient downtime
KPI Scorecard
Reviewed at every monthly leadership meeting. Live values are maintained in the Notion KPI Tracker.
| KPI | Owner | Baseline 2026 | Target 2027 | Target 2028 | Target 2029 |
|---|---|---|---|---|---|
| Gross revenue (both locations) | Dr. Reis | TBD | TBD | TBD | $8M run rate |
| Net profit margin | Dr. Reis | TBD | +2 pts | +4 pts | +6 pts |
| Revenue per exam | Caitlin | TBD | +10% | +20% | +30% |
| Exams per month per location | Caitlin | TBD | +15% | +25% | +35% |
| Optical capture rate | Tatiana | TBD | 55% | 60% | 65% |
| New patients per month | Dr. Tsui | TBD | +20% | +40% | +60% |
| Physician referrals per month | Dr. Tsui | TBD | +25% | +50% | +100% |
| Active clinical trials | Dr. Albuquerque | 2 | 3 | 4 | 5 |
| Staff turnover (annual) | Dee | TBD | <20% | <15% | <15% |
| Owner ops hours per week | Dr. Reis | TBD | -25% | -50% | <10 hrs |
| Burnaby flagship (5,000 sqf) | Dr. Reis | Current site | Shortlist | Lease signed | Design + permits done |
Operating Rhythm
The cadence that keeps 11 workstreams moving and builds operational consistency.
Workstream owners update task status in Asana. Blockers flagged immediately.
Leadership meeting: KPI scorecard review, decisions logged in Notion, priorities confirmed.
Phase gate check: initiatives on or off track, reprioritize, reallocate resources.
Strategy offsite: phase transition, targets reset, next year's roadmap locked.