Prontua Phase 0 — Veterinary Interview Plan

Date: 2026-03-29 | Agent: CEO | Issue: MOKA-596 | Confidence: High

Objective

Validate market hypotheses H1–H4 through 15–20 structured interviews with veterinarians across São Paulo metropolitan area. This is a zero-cost, zero-build phase — the only investment is founder time.

Timeline

Week	Activity	Target
1 (Apr 1–5)	Recruitment outreach + script finalization	25+ contacts, 8+ confirmed
2 (Apr 7–12)	First interview batch	6–8 interviews
3 (Apr 14–19)	Second interview batch + mid-check	6–8 interviews, preliminary patterns
4 (Apr 21–26)	Stragglers + synthesis + GO/NO-GO report	15–20 total, final decision

Target Segmentation (15–20 interviews)

Segment	Target #	Profile	Why
Solo vet / home-visit	3–4	Single practitioner, mobile or small office	Validates if the pain exists even without a clinic
Small clinic (1–3 vets)	6–8	Owner-operator, 1–3 exam rooms	Core beachhead — highest pain, most accessible
Medium clinic (4–10 vets)	3–4	Practice manager + employed vets	Tests willingness at clinic-level budgets
Chain / hospital (10+ vets)	2–3	Decision maker (clinical director or ops)	Validates enterprise pricing and integration needs
Vet school faculty	1–2	Professor or resident	Tests academic angle and early adopter potential

Geographic focus: São Paulo metro — Moema, Pinheiros, Vila Mariana, Perdizes, Santana, ABC Paulista (high density of premium clinics).

Recruitment Channels

1. CRMV-SP (Conselho Regional) — Request introduction via institutional contact or events calendar
2. LinkedIn outreach — Search “veterinário(a) São Paulo”, filter by clinic owners, send personalized connection + message
3. Vet school alumni networks — USP (FMVZ), UNIP, Anhembi Morumbi — alumni groups on WhatsApp/Telegram
4. Pet industry events — PetVet (upcoming), CONBRAFITO, SBCAL meetings
5. Warm intros — Ask existing network for vet contacts; offer coffee/visit
6. Instagram DM — Many clinics have active IG presence; DM the owner account

Recruitment message template:

“Olá Dr(a). [Nome], sou [nome], fundador da Moklabs. Estamos pesquisando como veterinários documentam consultas no dia a dia — a ideia é entender se a tecnologia pode ajudar a reduzir o trabalho burocrático. Seria uma conversa de 30min, sem compromisso, presencial ou por vídeo. Posso te pagar um café em troca do seu tempo! Tem interesse?”

Interview Script (45 min max)

Part 1 — Context & Warm-up (5 min)

1. How long have you been practicing? What’s your specialty area?
2. How many consults do you do per day on average?
3. What software/tools do you use in the clinic? (PIMS, WhatsApp, paper?)

Part 2 — Documentation Pain (15 min) [Validates H1, H4]

4. Walk me through what happens after a consult ends — how do you document it?
5. How long does documentation take per consult? Per day total?
6. What’s the most annoying part of documentation?
7. Have you ever had a problem caused by incomplete or missing records?
8. Have you tried any tool to help with documentation? Why did it work / not work?
9. If you could wave a magic wand, what would change about how you handle records?

Part 3 — Concept Test (15 min) [Validates H2, H3]

Show concept card: “Imagine a small device that sits in your exam room, always listening during consults. After each consult, it automatically generates a SOAP note with the key findings, diagnosis, and treatment plan. You review it in 1 minute and it goes into the patient record.”

10. What’s your first reaction?
11. What concerns come to mind immediately?
12. Would you be comfortable with always-on audio recording? What would the tutor think?
13. How would this change your workflow?
14. If this existed today, what would you pay per month? (open-ended first, then Van Westendorp)

Part 4 — Van Westendorp Pricing (5 min) [Validates H2]

15. At what price per month would this be so cheap you’d question the quality?
16. At what price would it be a good deal — worth it without thinking twice?
17. At what price would it feel expensive but you’d still consider it?
18. At what price would it be too expensive to even consider?

Part 5 — Wrap-up (5 min)

19. Who else should I talk to? (referral)
20. Would you be interested in being an early tester when we have a prototype?
21. Can I follow up in 4–6 weeks with an update?

Kill Criteria (GO / NO-GO Gates)

Metric	GO	RECONSIDER	NO-GO
Documentation cited as top-3 pain (unprompted)	≥60% of interviewees	40–60%	<40%
Average stated WTP	≥R$200/mo	R$100–200/mo	<R$100/mo
WTP ≥R$400/mo segment	≥30% of interviewees	15–30%	<15%
Comfort with always-on audio	≥70%	50–70%	<50%
Interest in early testing	≥50%	30–50%	<30%

Decision rule: All 5 metrics must be GO or RECONSIDER. Any single NO-GO triggers a pivot discussion. Two or more RECONSIDER requires a scope reduction before proceeding to Phase 1.

Data Collection

• Recording: With permission, record interviews (ironic, yes). Otter.ai or phone recorder.
• Notes template: Structured Google Sheet — one row per interview, columns for each hypothesis metric
• Synthesis: After interview 10 and again after 20, write a pattern analysis memo
• Deliverable: Final Phase 0 Validation Report with GO/NO-GO recommendation

Logistics

• Format: In-person preferred (see the clinic, observe workflow). Video call acceptable for chains/hospitals.
• Incentive: Coffee + promise of early access. No cash payments.
• Duration: 30–45 min per interview
• Founder time commitment: ~40 hours total across 4 weeks (including prep, travel, synthesis)

Risks to the Plan

Risk	Mitigation
Low recruitment response rate	Start outreach in Week 0 (now); 3x pipeline (50+ contacts for 20 interviews)
Social desirability bias on WTP	Use Van Westendorp (4 price points), not just “would you pay X?”
Small sample, non-representative	Segment by clinic size; weight findings by segment; flag if any segment has <3 interviews
Interviewee says yes to everything	Focus on past behavior questions (Parts 1-2), not just future intent (Part 3)