The Masterton walk through

You're about to follow a real client — Masterton Foot Clinic — through the Yoonet onboarding journey as it's actually unfolding. As of today (20 April 2026), they're mid-way through Stage 4 (Brief and build). You're not reading a case study. You're watching it happen.

The client in one paragraph

Adam Philps is the principal podiatrist at Masterton Foot Clinic in New Zealand. He runs the main clinic plus two satellite services (the Cold Laser Nail Clinic and the Ingrown Toenail Clinic). His partner Ali Philps runs the business side and does her own reporting in Hive. They signed proposal #PROP-0096 on 14 April 2026. We're building them a new Astro + Sanity website, running their SEO, and supporting their Cliniko-based operations. 24-month retainer, $549/mo AUD.

Who's on the account

Ben — account owner, relationship lead
Nicole — client communications (you'll shadow her here)
Gaia — project manager
Cassey — project manager (alongside Gaia)
Runnel — engineering, Cliniko + Sanity integration
Sarah — sales, commercial
You — coming in as comms support from Week 4

Stage 1 — Discovery

Status: ✅ Complete (8 April 2026)

A 60-minute Zoom between Ben and Adam. This is where Yoonet figures out what the client actually needs vs what they think they need.

What got surfaced:

Existing WordPress site with major gaps (no tracking, thin pages, poor internal linking)
Two satellite sites with distinct audiences (Cold Laser draws patients from Christchurch, Wellington, North Island)
Decision to build on Astro + Sanity (not WordPress, not Webflow)
12-week build timeline
Adam's willingness to consolidate satellites if the data supports it

What Yura should read:

Masterton Foot Clinic — "Update: 2026-04-10" section, top to bottom
Notice Ben's phrase "let the data decide" before consolidation calls. That's a Yoonet house value — we don't rush structural decisions.

The lesson: discovery is not a sales call. It's the first time we set the pattern that we're going to think carefully rather than guess.

Stage 2 — Proposal and sign

Status: ✅ Complete (14 April 2026)

Nicole sent the proposal the day after discovery. Adam signed six days later. There's a live commercial question — 12-month vs 24-month plan — that surfaced at sign-off. Adam signed the 12-month version but asked to upgrade to 24. Nicole is blocked pending Ben's confirmation.

What Yura should read:

Masterton Foot Clinic — "Update: 2026-04-14 (signed)" section
Notice Adam's sign-off line: "Cheers team. Really looking forward to working with you." This is a healthy engagement. Read it, save the shape of it — that tone is what we're aiming to end every onboarding on.

The lesson: commercial decisions have latency. Ben needs to confirm the 24-month term. Until he does, Nicole is holding. When you're owning comms later, know when to chase Ben internally vs when to hold.

Stage 3 — Kickoff and access

Status: ⚠️ Partially complete — still chasing GA/GSC for the main Masterton site

The grindy bit. We need access to the client's tools before we can do anything useful. GA, GSC, Cliniko, Canva, image assets. Access chases are the most common reason engagements stall.

What happened:

GA/GSC access granted for CLNC and Masterton main (9 April)
Wairarapa site access still outstanding — Nina is the gatekeeper there, Adam is "not holding my breath"
Adam granted Canva business access via hi@yoonet.io
10 April — Nicole sent a gentle follow-up nudge on outstanding access

What Yura should read:

Masterton Foot Clinic — "Update: 2026-04-13" (Nicole's chase email)
This is the most important piece of writing to study this week. Re-read Nicole's nudge. Notice: no pressure, no guilt, just clarity about what's still needed. This is the voice you're learning.

The lesson: clients delay. Your job in comms is to keep the thread warm without making the client feel chased. Nicole's 10 April email is the template.

Stage 4 — Brief and build

Status: 🔄 In progress (current stage as of 20 April)

This is where we turn discovery into a site. Cassey and Gaia have formally introduced themselves as PMs. Adam is organising assets and content "by early next week." Runnel has Cliniko + Sanity integration working on the admin panel.

The architectural conversation happening right now: Adam asked a sharp question on 15 April — "How does this fit with the web redesign? Did we provide an API to pull that information? Must have!" He was looking at a debtors-report dashboard and trying to figure out whether that kind of thing was part of the website build or something separate.

Ben, Ali, and Adam resolved it on 16 April. The dashboard is a Hive coaching deliverable, not a website feature. Ali does her own Hive work because "I then understand the business." Commercial lines unchanged.

A new thread: Adam surfaced a virtual orthotic service line (XTern AFO). 3-4 sales/year, ~$1,800 AUD average. Ben has flagged it as a scalable model. This is not in the original proposal — it's a discovery that emerged mid-build.

What Yura should read:

Masterton Foot Clinic — "Update: 2026-04-20" (latest)
Notice: Ben and Ali negotiated a boundary (what counts as website vs coaching) without anyone losing face. Read that exchange twice.

The lesson: mid-build, clients ask questions that reshape the scope. Good comms keeps those conversations open without letting scope balloon.

Stage 5 — Launch and handover

Status: ⏳ Not yet — target ~July 2026 (12 weeks from kickoff)

Go-live, training, first reporting cycle. Yura will be in comms by this point.

What this stage looks like (from previous clients):

Final site QA with Adam
Go-live scheduled for a low-traffic day
First training session on Sanity Studio for Adam and whoever will edit content his side
First monthly report delivered 30 days post-launch
Handover email from Ben naming you (Yura) as the day-to-day contact

What Yura should read when the time comes:

Past handover emails in other client notes — look at Peregian Foot Clinic or Hurst Podiatry for templates

Stage 6 — Ongoing

Status: ⏳ From ~August 2026

Monthly rhythm. Monthly blog post, 4 social posts per blog, monthly analytics report, ongoing SEO, ad-hoc Cliniko support. This is where Yura lives.

What this walk through is really for

You'll do this journey thirty more times in your career at Yoonet. Every client goes through roughly this shape — the details change, the rhythm doesn't. By Friday of Week 2, you should be able to sketch these six stages on a whiteboard from memory.

If you can, you're ready for Week 3.