Offer Comparison Audit

Cadence · quarterlyUpdated · 2026-05-19populated

Offer Comparison Audit — Miles Mortensen (ISOM)

Head-to-head answers to ten sales questions, Miles's offer vs each competitor. This is where positioning gets sharp instead of vague.

Purpose

For each (Miles offer × competitor) pair, answer the ten standard sales questions side-by-side. The audit forces clarity on exactly where Miles wins, ties, and loses. Output feeds copy decisions (lead with the wins, defuse the losses, ignore the ties).

How this v1 was scoped

Auditing every (Miles offer × competitor) pair would produce 7 × 7 = 49 audits, most low-value. v1 focuses on the three highest-leverage pairs where positioning sharpening matters most:

  • Audit 1: ISOM Community vs Patrick Beach (Commune Yoga) — direct subscription head-to-head, 3:1 price gap to justify
  • Audit 2: ISOM Community vs Liv (Rebel Yoga) — closest positioning analogue, named methodology to position against
  • Audit 3: 8-Week 1:1 Custom Programme vs Patrick Beach Awakening Yoga Academy — Miles's high-tier vs Patrick's teacher-training tier, both serving the yoga-teacher buyer

Plus a cross-audit synthesis at the end and a finding on the 1:1 white space (no direct competitor has a coaching tier comparable to Miles's £400 / £1,200 / £1,600 ladder).

How to populate (future)

Sources to mine:

What good looks like: 5+ specific bullets per question per side. No vague generic answers. Where a side genuinely doesn't have an answer, say "Could not find" or "No public position."

Update: quarterly, or immediately when a competitor materially changes positioning.

The Ten Questions

For each pair:

  1. How is your product different from everything else your customer has seen?
  2. What's in it for me? What result(s) will this product give me?
  3. How do I know this product is real?
  4. What has held me back in the past from getting the results I want?
  5. Who/what is to blame for my past lack of results?
  6. Why should I do this now?
  7. Why should I trust you?
  8. How does your product work?
  9. How can I get started?
  10. What do I have to lose?

Audit 1: ISOM Community ($99/m) vs Patrick Beach — Commune Yoga ($30/m)

Setup: Patrick is the strongest creator-archetype direct competitor. Same intermediate-to-advanced practitioner buyer, same inversions specialty, same subscription model. Price gap is 3.3×. This audit determines whether Miles can defend the $99/m price-tier on positioning rather than features.

#QuestionISOM CommunityPatrick Beach / Commune Yoga
1How is your product different?(a) Structured 28-day on-ramp from cold to consistent practice. (b) Live cohort element + direct creator access inside community. (c) ISOM methodology (still un-named, see positioning takeaways). (d) Planned credentialed-coach partner adds movement-science layer. (e) Strength + flexibility + inversions integrated, not separated into class types(a) Library scale: 1,300+ classes across 5 years. (b) Three-instructor model (Patrick / Erica / Chris) — multi-voice depth. (c) Philosophy-rich content alongside skill work. (d) Physical Commune studio in Seattle (real-world brand anchor). (e) Co-founder of Awakening Yoga Academy (separate teacher-training brand)
2What's in it for me?Structured progression from where you are now to inversions you couldn't do before. Strength + flexibility + inversions in one weekly plan. Direct support from Miles inside the community. Pathway upgrades into 1:1 if you want personalised workDaily-practice variety. Take any class for any mood. Build a regular practice. Inversions as one specialty area inside a 1,300-class library. Three different teaching voices to find a fit
3How do I know this product is real?130k IG. International teaching career (UK, AU, Bali). 4 years Playbook history (300+ verified 5-star reviews on $45/30-min). Discord live, existing coaching clients onboarded as first wave. Gap: paid testimonials from the Community tier specifically (currently zero — pre-launch)5+ years of platform operation. 1,300+ classes shipped (the proof is the cadence). Named to Top 100 Most Influential Yoga Teachers (Greatist / Sonima). Awakening Yoga Academy as adjacent credibility plate. Physical Commune studio in Seattle
4What has held me back?(Per Avatar Research: 76% "no structure / plan", 69% "plateau," 56% "fear of falling," 53% "no personalised feedback.") Miles directly addresses with 28-day flow + live community + 1:1 upgrade pathSame buyer pain set. Patrick implicitly addresses with "consistent daily practice" framing, but the platform is browse-not-progress. The library answers "what should I do today?" but not "how do I progress in a structured way over 12 weeks?"
5Who's to blame?Generic mobility apps (Pliability, ATG). Fragmented YouTube. No-progression workshops. Lack of teacher continuity. Patrick implicitly competes on the same answerSame answer at the category level. Patrick competes here on volume and longevity ("just keep practising") rather than mechanism ("here's the structured progression")
6Why now?Founding-member pricing on launch (planned). Pre-launch waitlist for early access. Specific cohort start dates create real calendar pressure if positioned as athlete-development. Gap: this urgency is planned, not yet liveEvergreen. No structural urgency beyond "start your free trial today." Subscription business model treats every day as equally good to start, which is honest but soft as a forcing function
7Why trust you?International teaching CV + 130k IG + Playbook 300+ verified reviews + (planned) Daniel-equivalent credentialed partner + (planned) cohort delivery showing structural commitment5-year Commune Studio track record + Top 100 Most Influential plate + Awakening Yoga Academy (200hr + 300hr teacher training) as teacher-credibility marker + three-instructor model = team-level operation, not solo creator
8How does it work?Subscribe → Pablo + Discord access → run 28-day intro flow → 3 classes/week (Flow + Strength/Flexibility + Skill) + community check-ins + book-a-call CTA inside the platformSubscribe → Commune online access → 4 new classes per week + browse 1,300+ existing classes + three instructors. Library-first model
9How can I get started?28-day free training opt-in → email sequence → Community subscription. Alternative: book-a-call funnel direct from email broadcasts to 1:1 tier. (Two-track funnel)"Start Your Free Trial Today" → monthly or annual subscription. Single-track, friction-light
10What do I have to lose?(Planned) founding-member pricing window. Cancel-anytime stated. Currency in published copy unclear (USD vs GBP — see Offerings open questions)Cancel anytime. Lower monthly commitment ($30 vs $99). Annual upgrade at $275/year ($22.92/m effective) is a clear price-lane below Miles's $99/m floor

Verdict

  • Where Miles clearly wins: Structured 28-day on-ramp (Patrick's library is browse-not-progress). Direct creator access inside community + 1:1 upgrade pathway (Patrick has no 1:1 tier visible). Planned credentialed-coach partner (Patrick is multi-instructor not multi-credential).
  • Where Miles clearly loses: Library scale (3-5× Patrick's lead). Multi-voice depth (single creator vs three). Price ($30 vs $99 — a 3.3× gap to justify). Established brand-history credibility (5 years of consistent operation vs Miles's launch).
  • Where it's a tie: Buyer-pain framing. Creator credibility at the personal level. Community access model (both bundled, neither paid premium).
  • Implications for copy:
    • Lead Miles's positioning with structured progression + direct access + integrated method, not with library size or class count
    • Justify $99/m vs $30/m on what Patrick deliberately doesn't offer: 1:1 upgrade, cohort delivery, credentialed-coach partner, methodology framing
    • Don't compete on philosophy depth or library breadth — Patrick wins those for the next 12 months minimum
    • The teacher subsegment is open for Miles because Patrick's teacher pathway is Awakening (cert), not brand-build mentorship. See SWOT strategic implications

Audit 2: ISOM Community ($99/m) vs Liv — Rebel Yoga (closed funnel pricing)

Setup: Liv is the closest positioning analogue. "The Yoga Rebel Method" integrates strength + yoga + mobility into a structured weekly plan — verbatim Miles's framing. Female-focused (Miles is 80% female). Dedicated mobile app. Closed-funnel pricing pattern. This audit determines how Miles differentiates against the same positioning, not against a different one.

#QuestionISOM CommunityLiv / Rebel Yoga
1How is your product different?(a) Live cohort + direct creator access inside community. (b) 28-day structured on-ramp flow. (c) Integrated strength + flexibility + inversions. (d) Planned credentialed-coach partner. (e) Pricing publicly stated (transparent-premium)(a) Named methodology: "The Yoga Rebel Method" gives buyers a phrase to remember. (b) Integrated strength + yoga + mobility in one weekly plan (same as Miles). (c) Dedicated iOS app (Miles is Pablo web-first). (d) 40+ programmes inside the library. (e) Female-first positioning explicit
2What's in it for me?Same outcome promise as Liv: structured progression, end the saved-reels problem, confidence in what you're doing. Direct creator access. Pathway into 1:1"Finally feel confident in what you're doing with your workouts." Structured weekly plan, no random training, follow-along simplicity. Daily Liv access via community board
3How do I know this product is real?130k IG + 4-year teaching CV + Playbook 300+ reviews + planned credentialed partnerEstablished platform with 600+ classes + 40+ programmes + dedicated app + Liv as a known creator across YouTube + IG + Facebook. Could not find: explicit follower count, years-in-operation, third-party credibility plates
4What has held me back?Same answer set as Audit 1 — 76% no structure, 69% plateau, 56% fear, 53% no personal feedbackSame — Liv directly attacks the 76% structure problem with "structured weekly plan." Closest competitor on this dimension
5Who's to blame?Same — generic apps, fragmented content, no continuitySame — Liv competes on the same answer, almost identical positioning
6Why now?Same as Audit 1 — founding-member pricing planned, cohort dates as forcing functionEvergreen, 7-day free trial. No structural urgency
7Why trust you?International teaching CV + 130k IG + Playbook reviews + planned credentialed partner. Miles's narrative is journey-led ("I built this because I needed it too")"Yoga Rebel Method" branding suggests proprietary methodology. Daily community access. Gap: visible credentials, third-party validation, named cohort outcomes
8How does it work?Subscribe → Pablo + Discord access → 28-day intro → 3 classes/week → community → book-a-call upgradeSubscribe → app or web access → follow structured weekly plan → 600+ class library → daily community board with Liv
9How can I get started?28-day free training opt-in → email sequence → subscription. Two-track funnel (also book-a-call)7-day free trial → subscription. Pricing only visible inside trial. Single-track funnel
10What do I have to lose?(Planned) founding-member pricing window. Cancel anytime7-day free trial reduces risk to zero. Cancel anytime. Gap: pricing only revealed inside trial — buyer is paying with email + intent commitment before knowing the price

Verdict

  • Where Miles clearly wins: Transparent pricing (positioning as premium-on-purpose vs Liv's closed funnel). Live cohort + 1:1 upgrade pathway (Liv has no visible 1:1 tier). International teaching credibility (Miles has named teaching CV; Liv's credentials are creator-led). Pricing strategy explicitness.
  • Where Liv clearly wins: Named methodology ("The Yoga Rebel Method" is a marketing handle Miles doesn't yet have). Female-first positioning is tighter than Miles's gender-neutral framing. Dedicated mobile app vs Pablo web. Library scale (600+ vs growing).
  • Where it's a tie: Buyer-pain framing. Creator-led brand. Integrated strength + yoga + mobility positioning (verbatim the same).
  • Implications for copy:
    • Method-name decision is now load-bearing. Liv has one; Miles doesn't. Even a working candidate ("The Inverted State Method" / "The 4-Pillar Practice") would let LP copy match Liv's structural advantage
    • Lead with the live cohort + 1:1 upgrade pathway as the differentiation Liv doesn't offer
    • Don't compete on app polish or library scale in the first 6 months — Liv wins those
    • Female-first messaging is on the table: Miles's actual audience is 80% female, but his published copy is gender-neutral. Tighter female-first framing on some campaigns may convert better, especially against Liv

Audit 3: 8-Week 1:1 Custom Programme (£1,200) vs Patrick Beach — Awakening Yoga Academy

Setup: Miles's mid-tier 1:1 vs Patrick's teacher-training brand. Different product types (1:1 coaching vs cohort-based teacher certification) but both serve the yoga-teacher subsegment (33% of Miles's audience per Avatars Section 8 Persona 1). This audit informs whether Miles should reposition 1:1 toward teacher-business mentorship to fight Patrick on Patrick's adjacent turf.

#QuestionMiles 8-Week 1:1 (£1,200 mid-tier)Patrick Beach Awakening Yoga Academy
1How is your product different?1:1 coaching, not cohort. Bespoke 8-week programme. Active in-flight teaching support + WhatsApp + video reviews + community access. Personalisation is the product200-Hour or 300-Hour teacher training programmes. Online + in-person hybrid. Cohort-based. Yoga Alliance certification at the end. Co-founded with Carling Harps. Brand-recognised credential at the end
2What's in it for me?Personalised programme matched to your body. Direct support from Miles. Weekly structure. Video feedback. Builds the lived experience teachers need to demo what they teachYoga Alliance certified teacher credential. Lineage and brand association. Network of teacher-trainees. The credential is the deliverable
3How do I know this product is real?Miles's Playbook history (300+ 5-star reviews at $45/30-min — direct evidence Miles can convert 1:1 attention into transformation). Personal teaching CV across UK, AU, BaliAwakening Yoga Academy track record + Yoga Alliance accreditation (third-party authority) + Patrick + Carling Harps named teaching team + recognised global YTT brand
4What has held me back?"I can't teach what I can't do" (Persona 1 — Frustrated Teacher, 30-35% of audience). Imposter syndrome. Students asking for inversions teacher can't demoSame teacher-segment pain, but Patrick attacks it as a credential gap (you need more training) rather than a practice gap (you need to actually do the thing)
5Who's to blame?YTT didn't prepare you for advanced postures. Class numbers affected. Generic free content. Lack of personalised feedbackSame — Patrick implicitly positions YTT and other-creator training as insufficient and his Awakening 200hr/300hr as the better path
6Why now?Studio season, certification renewal cycles, professional credibility windowsYTT cohort dates are calendar-locked. Real structural urgency
7Why trust you?Active teacher + active creator + 130k IG + 300+ Playbook reviews + personal teaching CV5-year Commune track record + Top 100 Most Influential plate + Awakening Yoga Academy 200hr/300hr cohorts as live evidence of teacher-training operating capability
8How does it work?1-hour assessment → bespoke 8-week programme → weekly structuring → video feedback → WhatsApp support → community accessApply → join cohort → online + in-person modules → assessment → Yoga Alliance certification
9How can I get started?Book-a-call funnel → discovery → enrolmentApplication form → cohort entry. Cohort start dates create real urgency
10What do I have to lose?High-touch personal commitment at £1,200. No drop-out structure visibleCohort dropout means lost spot. Higher financial commitment (typical YTT pricing $3K-$6K) but cohort-based community

Verdict

  • Where Miles clearly wins: Personalisation (1:1 vs cohort). Active in-flight support (WhatsApp + video review during the engagement, not just at end-of-cohort). Faster time-to-value (8 weeks vs 200-300hr cohort timeline). Lower financial commitment (£1,200 vs typical YTT $3K-$6K).
  • Where Patrick wins: Yoga Alliance credential at end. Cohort community / network effect. Established brand (5-year track record). Real structural urgency built into cohort dates.
  • Where it's a tie: Both serve the teacher subsegment. Both attack imposter syndrome.
  • Implications for copy + strategy:
    • These products don't really compete on the same axis. Patrick sells a credential; Miles sells a transformation
    • The strategic question is whether Miles should add a credential-style offer (e.g. teacher-mentorship certification at a higher tier) to fight Patrick on Patrick's lane. The Business / Teacher Mentorship ($3K-$5K) future tier from Offerings is the answer if the answer is yes
    • For now, Miles's 1:1 ladder serves the personal-transformation buyer in the teacher segment, not the credential-seeking buyer. Patrick wins the credential-seeker
    • Copy implication: Miles's 1:1 should not try to compete on "teacher training" framing. Lead with "the lived experience your students can feel" instead of "another certification"

Cross-Audit Synthesis

What emerges across all three audits combined.

Where Miles wins consistently (lead with these in copy)

  1. Live cohort + direct creator access inside the Community — neither Patrick nor Liv has this at their published tier
  2. 1:1 upgrade pathway — Miles is the only creator in the direct competitor set with a published 1:1 ladder. The £400 / £1,200 / £1,600 tiers are uncontested in the direct competitor field
  3. Structured 28-day on-ramp from cold to consistent practice — Patrick's library is browse-first, Liv's structured plan doesn't have the explicit 28-day intro flow
  4. Planned credentialed-coach partner — Patrick has multi-instructor (other yoga voices), Liv is solo, Miles can add the science layer

Where Miles loses consistently (defuse or de-prioritise)

  1. Library scale — Patrick 1,300+, Liv 600+, Miles growing. 12-month minimum to close
  2. Established brand history — Patrick 5+ years, Liv ~3 years (estimated), Miles launch phase
  3. Named methodology — Liv has "The Yoga Rebel Method." Miles doesn't yet have a method name. Highest-leverage cheap fix (decision flagged per Joe 2026-05-19 to leave for later)
  4. App polish — Liv has dedicated iOS app. Miles is Pablo web. Real but not load-bearing in v1

The 1:1 White Space — A Finding Worth Naming

None of the seven mapped competitors (3 direct, 2 adjacent, 2 indirect) have a published 1:1 coaching ladder at Miles's £400 / £1,200 / £1,600 tier. Patrick has retreats and teacher training but no published 1:1. Liv has nothing visible above the subscription. Matthew Smith has toolkits but no coaching. Andry and Sondre have premium tiers but pricing is gated.

Strategic implication: Miles's 1:1 is genuinely uncontested at this price tier in this lane. The book-a-call funnel can lead with "1:1 access to the creator you're already learning from on IG" as the differentiator — because for Patrick, Liv, Matthew, Andry, Sondre, that's structurally unavailable.

This is the strongest commercial finding from the audit. The £600K target is 70% 1:1; the 1:1 white space is the structural reason that target is reachable. The community + LM funnel exists to feed buyers into the uncontested 1:1 ladder.

Implications for Stage 3 Output (Craft Offer)

When we move to Craft Offer, the four positioning levers ranked by leverage:

  1. Method name decision (highest leverage, lowest cost) — even a provisional name unlocks LP copy advantages immediately
  2. 1:1 ladder positioning as primary commercial vehicle — 70% revenue target, structurally uncontested
  3. Credentialed-coach partner (Daniel-equivalent) — recruiting one is medium-cost, but the positioning shift is substantial
  4. 28-day flow as the differentiated on-ramp — already in production, just needs LP copy that explicitly contrasts against Patrick's "browse the library" and Liv's "follow the plan" generic framings

Gaps in this v1

Where we'd want more data on the next research pass:

  • Conversion data per competitor — what's Patrick's trial-to-paid rate? Liv's? Without this we can't price-test Miles's $99/m against demonstrated paid-conversion benchmarks
  • Awakening Yoga Academy pricing — would sharpen Audit 3 on the teacher-mentorship tier
  • Retreat pricing per competitor — Patrick + likely Liv both run retreats not visible in homepage data. Future-HT-tier sizing depends on this
  • Audit pairs not yet done: Miles vs ATG (the $49.50/m mid-price subscription competitor with explicit shoulder protocol) is the most useful remaining pair

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