Lesson 6 of 8
Connecting commercial and impact models
Learning objectives
- See the commercial + impact pairing as one ecosystem, not two businesses
- Use the MEMFitness + MEM Academy model as a working reference
- Decide how money, time and brand cross between the two sides
- Avoid the 'two half-businesses' trap
One ecosystem, two engines
Commercial side: paid clients, programmes, corporate, products. Impact side: community programmes, CIC delivery, grants, partnerships. The two share a brand, a coach team and an audience — but have different funding logic and accountability.
The MEMFitness + MEM Academy reference
MEMFitness runs the commercial offer (coaching, corporate, products). MEM Academy runs the impact and education layer (community programmes, CIC delivery, self-serve resources). One brand family, two entities, deliberate cross-flow.
Defining the cross-flow
Write down: which entity owns which delivery, how surplus moves (or doesn't), which audience hears about which side, and who in your team works where. Without this, you end up running two half-businesses.
Founder insight — Derrick Twum
The mistake we see most: founders set up two entities and never decide how they relate. Six months in, both are starving.
Key takeaway
Treat commercial + impact as one ecosystem with deliberate cross-flow. Define it in writing or it'll collapse.
Reflection questions
- 1Which deliveries belong on the commercial side?
- 2Which deliveries belong on the impact side?
- 3How does surplus or audience cross between them?
- 4Who on the team owns each side?
Action task
Sketch your ecosystem: commercial side, impact side, and the 3 deliberate cross-flows between them.
Worksheet
Work through these prompts. Answers save to this device.
Answers are saved to this device only. Cloud sync coming soon.
Related MEM tools
- Business Planner
- Impact Reporting