Physios CPT — contact strategy note

Governs sequence.md. Evidence: evidence-pack.md. Nothing has been sent. Drafted 2026-07-24.

1. Warm intro first — recommendation

Spend up to two weeks hunting a warm path before any cold send. Cold email as a channel was explicitly dropped in the acquisition playbook (0.215% end-to-end close); this sequence is justified only because the lead is pre-qualified with a visible defect — a warm intro still beats it by an order of magnitude.

Plausible warm vectors, in order:

Alexa (berleinpsych) — Cape Town health-practitioner network; psychologists and physios share referral circles. Ask: "know anyone at Physios CPT in Claremont?"
The aerias athletics/running community — runners are physio patients; Claremont is core Southern-Suburbs running territory. A club-mate who's a patient = perfect intro ("my web guy spotted something broken on your site").
Nadia (if she converts) — allied-health practitioner, may share networks; only after she's a client.
Bree Media House — Marcelle's Cape Town client network, the standing white-label channel.

The ask to any of these is tiny and forwardable: "They have a bug on their web address that's showing some patients a security warning — I'd like to give them the fix. Can you connect me?" Giving the fix away is the intro's whole social cover: the introducer is doing the practice a favour, not selling them something.

If no warm path materialises in two weeks → run the cold sequence. The defect has a shelf life (one stale record; any competent look fixes it in minutes) — don't sit on it for a month.

2. Displacement sensitivities (they have an incumbent)

The footer credits "Your Best Friend" (bestfriendagency.com). Rules for every touch, call and artefact:

Zero blame, ever. The stale record straddles a hosting migration and may predate the incumbent entirely; the half-done fix on the Wix side shows someone did real work. Any criticism of the incumbent will be forwarded to the incumbent — assume every email is read aloud in front of them.
Write everything forwardable. Expected outcome of touch 1 is Nicole forwarding it to her web person. That's a good outcome: the fix gets made, Daniel is the helpful specialist on record, and the door stays open for the deeper conversation.
Sell the outcome gap, not an agency swap. The pitch is never "replace Your Best Friend"; it's owned booking loop, patients who arrive instead of bouncing, a site that shows up in local search. If the incumbent can deliver that, fine — most template-maintenance arrangements can't, and the before/after makes that self-evident without a word said.
Expect the "we're covered" reply and take it gracefully (scripted in sequence.md). A graceful exit here still seeds reputation in a tight Cape Town health-practice network.
Realistic posture: displacement deals are slower and stickier than greenfield. This is the best cold lead, not the best lead — nadiaoedpsych (inbound) and africansurfaris (warm) stay ahead of it in the queue.

3. POPIA-clean sourcing statement

All information used in this pack was collected 2026-07-20 → 2026-07-24 from:

Their own public website (physioscpt.co.za): team first names and bios, practice address, practice phone 082 557 2311, practice email admin@physioscpt.co.za (published on their contact page), footer agency credit.
Public infrastructure records: DNS answers, TLS certificates, HTTP response headers — technical data any browser sees, no authentication bypassed, read-only requests.
RecoMed's public directory (Nicole's practitioner listing, which their own site links to).

No purchased lists, no scraped social profiles, no personal (non-business) contact details, no automation. Outreach is a single, individually-written B2B approach to a published practice address about that practice's own infrastructure, with any opt-out honoured immediately and permanently (the breakup email is final by design).

POPIA §69 caution (not legal advice): unsolicited electronic direct marketing is the regulated zone, and POPIA protects juristic persons too. Mitigations baked in: the first touch leads with a free, specific service-relevant notification (their broken address) rather than a promotion; one thread, three touches, hard stop; clear identity and contact details; opt-out respected instantly. A warm intro or a phone call sidesteps §69 entirely — one more reason warm-first. WhatsApp to the practice line is more intrusive than email; use the WhatsApp variant only if Daniel deliberately chooses it (SA-norm argument) — never both channels cold.

4. Which before/after to show (touch-2 reply)

Preview assets exist at nadiapreview / mozguide / africansurfaris .danielslater.dev (all noindexed, live). Choice matters:

Prefer mozguide + africansurfaris — family/friend owners, permission is a formality; dramatic, self-explanatory pairs.
Hold nadiapreview back for now: it's another prospect's brand and likeness, built on-spec for her; showing it to third parties before she's a client is professionally awkward. It becomes the perfect health-practice proof after she converts and consents.
Never build or imply a physioscpt preview — cold lead = NO on-spec build (settled call, 01-client-acquisition §6). If they want to see "what would ours look like", that's the ladder: free look → Signal Audit → build, [scope on call].

5. If the defect gets fixed before sending

Re-verify the morning of every send (evidence-pack appendix). If the stale record is gone, the touch-1 opener dies — do not send an email about a bug that no longer exists. Fallback opener, honest and still specific: the fix just happened and the rest of the gap remains — booking handed to a third-party directory, near-zero local-search surface (default page title, no description, 3 pages), ~1 MB pages on mobile. Lead with the rebooking loop angle (touch 2 becomes touch 1). Weaker hook; raises the value of waiting for a warm intro instead.

6. Housekeeping

Pricing: no numbers in any client-facing draft. Ladder prices live in biz/process/03-pricing-payments-discounts.md; the Signal Audit price is stated plainly in-conversation when it's offered (never ambush; never quote the build before the audit — [scope on call]).
Logging: update the physioscpt row in biz/PROSPECTS.md on every send/reply/decision (stage to-approach → in-conversation on first reply).
Concurrency honesty: one active build + waitlist. If they convert while another build is live, say so and queue them — never promise a parallel start.
Qualification check (already passes): ICP-A health SMB, owner-operators reachable, real Repaint pain, package-shaped scope. Not hospitality/legal. GO.