I think the price is great for the features they are offering for someone who is solo owner.

Here is what I think tidycal should focus on:

1. Webhook or google sheet integration to allow another automation tool to perform actions outside zapier integration upon booking.
2. embed web code needs same behavior as their browser page of cal. When adding cal to a website, the behavior for mobile users is not very user-friendly. When you click on the date, it doesn't scroll down to time, and same once the time is selected the page doesn't scroll back up to pop-up window.
3. SMS reminder integration. Maybe with shortlysms to do the SMS reminder?