I've been the workstream owner for FareHarbor's biggest product bet, two years running. A pioneering, industry-changing product that exceeded its first-year target and is pacing 189% ahead of its 2026 target.
Dock is one of FareHarbor's most ambitious product initiatives: a new category of tool that changes how operators run their business. When it launched, there was no playbook. I was named workstream owner for Dock in 2025, and again in 2026. It's meant owning the strategy for how clients adopt Dock, working cross-functionally to shape the product, and building the internal infrastructure to scale results across the AM team. I'm a creative and strategic thinker which has made this opportunity particularly fun for me.
We've iterated our strategy a bit this past year and a half. One strategy has been to identify the clients we believe make the best fit and stand to benefit the most and target our largest opportunities. We've surfaced these opportunities for AMs so they know exactly which clients to pitch and why.
Recently, we determined that while we're well exceeding the set target, we're still only skimming the surface of overall adoption. So I went back to the drawing board and used Claude to analyze over 200 pieces of feedback from clients. It identified three limiting factors and bottlenecks that were preventing adoption. That analysis directly shaped which functionalities we prioritized with the Product team and helped uncover a massive opportunity.
In this analysis, we realized that our activation rate was incredibly low. Of the clients who we sold Dock to, only 36% of them actually processed a transaction. Astonishingly low. We believe the main reason for this is because Dock requires hardware. It's an in-person kiosk solution. That creates a lot of friction. It's not easy for customers to know exactly what setup they need, what hardware that would require, then if they even get the hardware, they still have to set it up.
This led us to creating a "Dock Activation Guide". It's still in the works but it will be an interactive, streamlined launch guide that AMs can use with their clients to make it super easy to cut out the friction. Make it easy for clients to know what setup they need. Then generate links to the exact hardware they need to purchase for that setup. Allow them to opt-in for onsite installation via a 3rd party provider. We provide that 3rd party or the client with IKEA-like instructions that make it as easy as possible to configure. We set launch dates so AMs can have structured calls with their clients to ensure a smooth go live.
Three workstreams ran in parallel. The first was client-side: the activation guide. By estimating additional revenue for the business if we increased the activation rate from 36% to a targeted 80%, we'd increase revenue significantly. I tied this to Product and Marketing's goals around Product adoption and was able to get their buy-in on this project.
The second was product-side: feeding structured insights from client conversations back into the product roadmap. Specific friction points that, if resolved, would unlock adoption at scale. The AI-assisted analysis made it possible to synthesize patterns from dozens of client accounts quickly enough to actually influence the roadmap.
The third was internal: partnering with our Ops team to collect meaningful data and build training for the wider AM team. If I could make Dock something every AM knew how to pitch and implement confidently, the impact compounded beyond my own book of business. That's the difference between owning a workstream and just being good at your accounts.