Lesson 5 of 6
The MEM model: MEMFitness + MEM Academy CIC
Learning objectives
- Understand the commercial / community split
- See how PT funded the bigger build
- Take the structural lesson, not a copy-paste plan
- Decide your own commercial and mission angles
Two arms, one mission
MEMFitness is the commercial / product brand. MEM Academy CIC is the community impact organisation. PT was the foundation that produced income and freedom to build both.
The structural lesson is not 'set up a CIC'. It is: build an income engine first, then build a mission and brand around it that compounds.
What to copy, what not to copy
Copy: sequencing, mission clarity, purpose tied to a real story, brand consistency across product and impact.
Do not copy: timelines, exact product mix or CIC structure. Your market, story, capital and capacity are different.
Founder insight — Derrick Twum
PT was step one. MEMFitness was step two. MEM Academy CIC came once the brand had a real story to stand behind. Trying to launch the CIC first, without a story or audience, would have failed.
Key takeaway
Build the income engine first. The mission gets its weight from real proof, not a logo.
Reflection questions
- 1What is your version of 'income engine first'?
- 2What is the story your future mission will stand on?
- 3What is the smallest version of your commercial and impact arms you could test in 12 months?
Action task
Write a one-paragraph version of your two arms: commercial and community/impact. Note which one comes first and why.
Worksheet
Work through these prompts. Answers save to this device.
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Related MEM tools
- AI Business Planner
- MEM Grant Expert