Engagement context — Ed-psych Repaint cluster (~5 SA educational psychologists)
Marketing · Context · biz/marketing/context/ed-psych-cluster.md

Engagement context — Ed-psych Repaint cluster (~5 SA educational psychologists)

Read .agents/product-marketing.md first. Evidence: biz/research/2026-07-21-therapist-scrape.md · pipeline: biz/PROSPECTS.md.

Who: ~5 near-identical SA educational-psychologist prospects, found in the 2026-07-21 therapist scrape (worst site first):

  1. Charlene Wessels — charlenewessels.co.za, Durbanville CT (IIS/ASP.NET relic, HTTP-only; 079 357 7334)
  2. Rianie De Bruin — psychologist-pretoria.co.za, PTA (pre-responsive PHP, no mobile viewport; 082 377 0411)
  3. Liizl Miller — lmiller.co.za, PTA (legacy, title = bare domain; 082 783 7155)
  4. Dr Annalize Green — annalizegreen.com, PTA (dated WP but owns her funnel → visual-only repaint; 012 567 4768)
  5. (runner-up) Marisa van Niekerk — educationalpsychologisttherapist.com, Paarl (WP+WooCommerce, phone-only)

Segment/ICP: ICP-A, ed-psych sub-niche — ⭐ the repeatable nadia-template play: one template, one before/after proof, ~5 near-identical prospects.

Stage + whose move: to-approach. Daniel's move: pilot on 1–2 (Wessels' no-HTTPS + De Bruin's no-mobile = the most dramatic before/afters), then template the outreach across the rest.

The angle: lead with the nadiapreview before/after as same-niche proof; open each pitch on that prospect's visible defect (Wessels: no HTTPS; De Bruin: no mobile; Miller: domain-as-title; Green: pure visual datedness). Pricing story = the campaign-advertised solo build R2,500 refresh / R3,500 new (still the fixed-fee ladder — see PRICING.md §8.1, the one open question) + the 🔒 locked care plan (2026-07-29): Maintain R850/mo, founding R425/mo for 12 months (Host R450/R225 is the floor, Grow R2 500/R1 250 the upsell) — the old "R550/mo Essential" number is retired. Anchor against Psychology Today ZA R199/mo (rented row vs owned site).

Proof assets: nadiapreview.danielslater.dev + berleinpsych.com (two same-sector sites). Nadia's own build, once closed, becomes the named cluster reference.

Constraints: POPIA destination hygiene (health practices — enquiries to the practitioner, never Daniel's Discord). Outreach is drafted, sent only over Daniel's signature — no automated cold sends. One active build + waitlist: the cluster queues; never promise parallel starts. Group practices deprioritised (diffuse decision-maker).