Lesson 6 of 6
Match your niche to online, local, corporate or community opportunities
Learning objectives
- See the four core delivery surfaces a PT business can sell into
- Match your niche to the surfaces where it is most likely to win
- Avoid spreading thin across all surfaces from day one
- Pick a primary surface for the next 90 days
Four surfaces, very different economics
Most PT businesses sell into one or more of: ONLINE (clients anywhere, scalable, content-led), LOCAL (face-to-face, referrals, postcode-based), CORPORATE (B2B contracts with employers), and COMMUNITY (groups, social impact, often part-funded).
Each surface rewards different positioning. The same niche statement can shine on one surface and stall on another.
Match your niche to the surface that suits it
A niche around busy mums rebuilding strength may win fastest LOCAL or ONLINE. A niche around back pain in office workers can be powerful CORPORATE. A niche around men's mental health and movement may fit COMMUNITY work and grant-funded delivery.
There is no right answer — but there is a best first move for your niche, your network and your stage.
Pick one primary surface for 90 days
Trying to launch online, local, corporate and community at once is the fastest way to make no progress on any of them. Choose one primary surface to focus marketing and offers on for the next 90 days. Treat the others as secondary.
After 90 days you will have evidence — then expand from strength.
Founder insight — Derrick Twum
MEM works across all four surfaces, but every new programme is launched into one surface first, proven, then expanded. Coaches should follow the same discipline.
Key takeaway
Match your niche to the surface where it can win fastest, and commit to it as your primary channel for 90 days.
Reflection questions
- 1Which surface is your network already strongest in?
- 2Which surface fits your niche's buying behaviour best?
- 3Which surface have you been avoiding because it feels harder?
- 4Where would 90 days of focus actually produce results?
Action task
Rank the four surfaces (online, local, corporate, community) for your niche. Pick a primary surface and write the first 3 actions you will take there in the next 14 days.
Worksheet
Work through these prompts. Answers save to this device.
Answers are saved to this device only. Cloud sync coming soon.