The shared workspace scene is getting crowded, and that’s not slowing down anytime soon.
Which is a very good thing! And, it means it’s more important than ever to have clear differentiators around your space and community, and to differentiate your coworking space right away.
Imagine that a potential member is looking at three or four different spaces. If they’re a great fit for your space, how will they know? Will it be clear that your space is for people like them?
I’ve walked into spaces and immediately thought, Oh, I love it! This is a space for people like me. I’ve also walked into spaces and thought … Hmmm.
For me, I’m drawn to spaces that are lively, creative, friendly, activated, and cool. Other people may prioritize spaces that are quiet and more traditional. And those are very different vibes. But there’s something for everyone and your ideal member should know, as soon as they walk in the door, that this may be the perfect place for them.
And that comes down to making your differentiators clear and immediate.
Your coworking space differentiators may include:
Who you attract: creators, tech pros, nonprofits, remote workers, executives, startups, solopreneurs, established entrepreneurs, etc.
Your feel: Are you a music-and-modern art space, a quiet and traditional space, a cozy home away from home, a neighborhood-focused space, an executive-focused space? These things matter and all attract different people.
The vibe: Is your space active, engaged, and buzzy? Do people know and talk with each other? Or are they mostly heads-down doing their own thing? I know what type of space I prefer, but there are plenty of members who just want to do their thing.
Your local impact: Do you source locally roasted coffee? Do you have local artists’ work on the walls? Do you have programming that extends beyond your members and into the larger community? Do you partner with local organizations? These are massive statements about who you are and what you care about.
Your amenities: Do you have a podcast room that is actively used by creators? Do you have a room therapists can book by the day? Do you have clear zones where people can do different types of work? Do you have tech to enable remote conferencing? Do you have plug-and-play monitors? Do you have ring lights in meeting rooms and phone booths? Do you have the world’s greatest coffee bar? These are obvious differentiators, so be sure to tell the stories around them.
Your team: Do you put off receptionist vibes? Are you more of a serviced office than a coworking space? Do you prioritize hospitality touches over community? Or … (you know where I’m going with this) … are your team members engaged members of the community who steer the ship but also show up in their humanness to connect and collaborate with members and each other? Your community managers are the face of your brand and they set the tone in your space. Make sure you’re all in agreement about what that tone is.
There’s room for everyone in the shared workspace world, but you can’t be something you’re not.
So, figure out who you are and how you’re different from all the other coworking spaces in the world, and make those differences part of your story, your tours, your space, and your brand.
😎 Create better content, stronger community, and deeper impact in the Coworking Creators Lab.
