Your Brave Ideas Weekly Review
Caleb Parker
Creating the office of the future, today. Award winning Podcast Host of The Caleb Parker Show & Misfits Mindset
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Happy Friday!
I have a question for you:
Do you know "who" your customer is?
I don't mean the names of people paying your invoices. I'm referring to "who" they are. What do they value? What common attributes do they share with others? Why do they choose your brand?
The answer to this question drives how we communicate as a brand, how we operate as a business and how we serve our employees and customers as leaders.
In the coworking sector there are many brands. And like an ice cream shop there are flavours for every taste. My cofounder Ian Minor calls them categories and subcategories.
But it seem only a few knows "who" their customer is. The rest are still selling office real estate on flexible terms with free coffee & fast internet. Certainly a differentiation from most traditional office real estate (for now), but not so much different than other coworking locations.
It's time to go deep on differentiation. Because #BrandMatters!
Brave co-hosted a brand workshop with Koho.ai this week, led by Keke Patissier .
In case you missed it, I wrote something on that here.
Community-as-a-Service
I was talking with a flex operator friend of mine recently who said "you can't outsource community". For context, we were talking about the events Brave curates for our Endorsed Partners.
My response was, " you're right, but you can curate community."
They wanted to grow their day pass and membership revenue lines because their offices had decent occupancy pipeline, but the coworking spaces were still underutilised.
So I asked "who do you want to serve?" and "what community do you want to curate?"
They still have to serve that community day to day, but they can partner to curate it.
I did this when we launched XCHG @ 22 Bishopsgate, and now we're doing it for our Brave Endorsed Network. Get in touch if you want help curating your community.
This Week's Brain Food
Brave Ideas is curated by Lucy McInally and features ideas, insights, best practices and analysis all categorized under the 6 Pillars of Space-as-a-Service.
Be sure to forward this to your favorite colleague and help them grow!
COMMUNITY
Play to Prosper: 4 Ways Gamification Can Level Up Your Coworking Space
says Helga Moreno
Gamification isn’t just about kids and video games anymore…In the context of your coworking space, that means motivating members to connect, participate, and get the most out of the environment you’ve created. Read more from Helga.
Prioritising Values and Community Over Branding for Small-Town Coworking Spaces
So, I was talking to someone who wants to start a coworking space in their tiny village. They were getting all wrapped up in brand, identity, and marketing. In those types of situations, you need to get going. Read more from Bernie.?
How to Build Community in a Coworking Space: 22 Tips for Operators
by Cat Johnson?
Everything I know about building community, I’ve learned from the community builders that came before me and the communities they built that I’m fortunate to be part of. Read Cat’s article.
HOSPITALITY
??? How Antilooppi Serves Office Customers Beyond the Lease
in conversation with Caleb Parker , Founder of Brave, and Tuomas Sahi
If you build it, they will come. Sorry Kevin Costner, the 'Field of Dreams' quote doesn't work (anymore) for office real estate. Customer demand is different today. And this Finnish Office landlord has geared up to serve office customers in their fixed + flex requirements. Tap into the conversation.?
Flight to Quality vs. Capability: Adapting to a Changing Office Market
For those not owning trophy buildings or in the best submarkets, competing in the 'Flight to Quality' game may seem impossible. Instead, focus on positioning yourself in the 'Flight to Capability' Read more from Charlie
Why Coworking Needs Categories
?by Ian Minor
The time has come to categorise the coworking industry and build sub-categories to clearly define who we are, what we do and what we offer. Read Ian’s article.?
TECHNOLOGY
Coworking Technology Glossary of Terms
by Kate Tattersfield
With much development still afoot, keeping track of the jargon can be difficult. That’s why we’ve put together a coworking technology glossary - to define, in simple terms, what it all means. Read Kate’s article on the Nexudus blog.?
What are the Two Most Important Words in Proptech?
asks Antony Slumbers, Board Member at Brave
领英推荐
FRICTION and DISCOVERY. They are always and everywhere the key to building successful products and services. Read more from Antony.?
WORKSPACES
A 3D Leap In Commercial Leasing
Trying to visualise the flow of a coworking area or the collaborative potential of an open-plan office can be a frustrating exercise based on two-dimensional representations. Imagine a platform where tenants can navigate a virtual replica of your entire portfolio. More from Bright Spaces here.
Considering an Office Renovation? Here’s Why You Should Keep Your Furniture
by Steven South
As society continues to emphasise the importance of sustainability, workplace designers must acknowledge our role in the waste cycle and implement innovative solutions to strive toward a more sustainable future. Read Steven’s Allwork.Space article.?
Why Should You Involve Your Employees in Your Workplace Transformation?
asks TSK Group
Not only does it benefit your people, who will be more satisfied at work when included in this way. It also benefits the end result - your organisation's new home. Read more by TSK.?
MANAGEMENT
People and Firms are Shifting Away from Remote Work, Survey Suggests
says Neil Franklin
The data indicates a strong inclination towards a hybrid working model, with 63% of respondents favouring the option to work from home between one and four days per week. Read Neil’s article in Workplace Insight.?
Every Team Member Should Get to Choose their Own Workspace
says Oliver Easton-Hughes
I love this approach - Giving every team member a workspace budget so they can be wherever makes them most productive - why wouldn't you, rather than pay for unused space? Read more from Oliver.?
Quality Research in the Australian Flexible Workspace Sector is Very Hard to Find…
says John Preece
But this is a great report from Colliers. Read John’s key takeaways.
BRAND
Customers Starting a Search for Flexspace will Frequently Engage with a Coworking Broker to Help them Navigate the Market Landscape
Their initial choice will be driven by a connection with an agency's brand and their USP. Read more from Michael.?
The More Brands in a Market Differentiate, the Better their Revenue Grows
says Caleb Parker, Founder of Brave
In the coworking sector, we sell the same core product as traditional landlords: office real estate…But how do we differentiate from other coworking brands who offer office real estate on flexible terms with community and cool vibes? Read more from Caleb.?
FINANCE
The Urban Doom Loop Could Still Happen
says Dror Poleg
Historically, a booming economy has reliably translated into a booming commercial-real-estate sector. Now, however, San Francisco and other so-called superstar cities have entered a kind of Schr?dinger’s economy, booming and busting at the same time. Read Dror’s article in The Atlantic.?
The Economic Importance of Coffee Shops Continues
says Chris Urwin
Are alternative third places emerging? Or is there less need for them? Read more from Chris.?
Unfit to Flex: Driving Cashflow with Alternative Office Models
While each asset is unique, a serviced-based flexible workspace could add up to 30% returns after CapEx compared to traditional leasing over a 10-year period. But identifying the best route to a flex proposition isn't always clear or easy. Read more.?
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Want to become a thought leader and win business?
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See you next week!
Caleb
CEO at WORKSPACE PLC
4 个月Insightful!
CEO and Co-Founder at Koho.ai
4 个月Thanks for the opportunity to partner on the event this week. Took away lots of thoughts. Look forward to the next one.
Senior Marketer – Spacebring
4 个月An awesome selection of content, thank you! ??
Finding the right office broker shouldn't be hard | Founder, Flex Engine | Fuelling change
4 个月Thanks for the mention Caleb Parker, always appreciated! ??