Engagement context — Physios CPT (physioscpt.co.za)

Read .agents/product-marketing.md first. Evidence: biz/research/2026-07-20-reference-scan.md · pipeline: biz/PROSPECTS.md.

Who: Physios CPT — physiotherapy clinic in Claremont, Cape Town ("Helping Cape Town Move Better"). Team of four; founders Nicole + Geron (~13–14 yrs each). Wix template built by an incumbent agency ("Your Best Friend" → bestfriendagency.com). Booking punted to RecoMed; no published email.

Segment/ICP: ICP-A (SA allied-health SMB) — best genuine cold Repaint lead in the pipeline.

Stage + whose move: to-approach. Daniel's move: warm intro if possible; else contact Nicole/Geron (082 557 2311). Explicitly NO on-spec build for this one (cold lead — approach through the ladder: free 2-min look → Signal Audit).

The angle: open on the real, visible defect — the bare apex serves a *.jnb1.host-h.net parking cert (trust-breaking SSL mismatch; only www. resolves correctly). Then: escape the Wix template ceiling → distinctive mobile-first site with an owned booking/enquiry funnel (today RecoMed rents their bookings). Optional signature animated background.

Proof assets: no dedicated preview (deliberately). Lean on berleinpsych.com + nadiapreview as same-sector proof. PAYMENTS.md flags them as a strong founding-client candidate — the story they'd prove: "a running business → real baseline numbers + we drive advertising."

Constraints: competitive displacement — they already pay an incumbent agency; tone must out-position without trash-talking. Cold lead: ladder discipline (never ambush the free look into unpaid audit work; Signal Audit named with its price). POPIA destination hygiene applies (health practice). Advertising offering is itself unpriced/unratified — don't promise it as a product yet.