Coworking spaces are shared work environments where different types of professionals can come together under one roof. Figuring out who you want to cater to is key to creating an awesome coworking community. In this article, we’ll talk about the main customer groups you should target for your coworking space and some tips to appeal to each of them.
KEY TAKEAWAYS
- Coworking spaces should target freelancers, entrepreneurs, small businesses, and remote workers who need flexible, collaborative workspaces.
- Offerings like private offices, meeting rooms, events, and community partnerships cater to different customer segments.
- Corporate partners can provide a source of steady revenue through memberships for distributed teams.
- Students are drawn to coworking for affordable study areas, skills training, and networking opportunities.
Table of Contents
1. Solo Entrepreneurs and Freelancers
Solo entrepreneurs are self-employed pros running their businesses, while freelancers provide services to various clients as independent contractors. Coworking spaces are super beneficial for solo entrepreneurs and freelancers, as they offer flexible membership plans that let them pay only for the space and time they need.
Many popular coworking space franchises often provide stuff like fast internet, printers, meeting rooms, and office equipment that solo workers might not have at home. Freelancers and solo entrepreneurs tend to love the sense of community and networking opportunities coworking spaces provide. They can also collaborate and get feedback from fellow members.
To attract solo entrepreneurs and freelancers, coworking spaces should offer monthly memberships, virtual options, discounted day passes, and free trials. Creating networking and social events tailored to solo entrepreneurs can also draw this crowd.
2. Small Businesses and Startups
Small business owners and startup founders are another key coworking space group. These businesses may only need a small office space in their early days, with the flexibility to scale up as they grow.
For small businesses and startups, coworking spaces provide an affordable, professionally designed office environment from day one. The community offers networking opportunities and chances to collaborate with other businesses. Coworking spaces also provide amenities – like meeting rooms, event spaces, and kitchens – that small companies may not be able to afford on their own early on.
To cater to this group, coworking spaces should offer dedicated private offices and office suites that can fit small teams. Discounts for long-term rentals can appeal to these customers once they’re settled in. Providing support around legal, accounting, and funding issues can add value for small biz members.
3. Remote Workers and Distributed Teams
Remote workers and distributed teams have blown up with the rise of hybrid and remote work. These kinds of workers can feel isolated or distracted working solo at home.
Coworking spaces allow remote workers to get out of the house and separate work from home. The spaces provide the facilities and environment for productivity that remote workers may lack at home. For distributed teams, coworking spaces offer areas for local team members to meet and collaborate in person.
Flexible drop-in options and virtual memberships appeal to remote workers. Reserved spaces and meeting rooms work for distributed teams. Fostering community through events and introducing members is valuable for both these groups.
4. Corporate Users
While smaller companies and startups make up much of their membership, some coworking spaces also court corporate clients. For big companies with distributed teams, coworking space memberships can be cheaper than maintaining under-utilized corporate offices in different regions.
Employees like the flexibility to work closer to home some days per week. Coworking spaces provide a more inspiring environment, encouraging creativity. Members can still collaborate face-to-face and network with professionals from various industries.
To attract corporate customers, coworking spaces can offer month-to-month memberships and options to reserve a certain number of desks. Extra admin support and conference room access may appeal to corporate users. Some spaces offer corporate rates or partnership deals.
5. Students and Academics
Students and academics are often drawn to the social and motivational aspects of coworking. For students, coworking spaces provide an affordable alternative to coffee shops for studying. Some coworking spaces host skill-building workshops, mentoring programs, or internships attracting students.
The community and networking opportunities also appeal to students and researchers looking to collaborate. Offering student rates and pricing is key to attracting this group. Partnerships with local colleges and universities can also be mutually beneficial.
Some student-focused coworking spaces host events like guest lectures, skills workshops, hackathons, and more. Study rooms, tutorials, mentorship programs, and skills training can also draw students.
6. Local Residents
In addition to business pros, some community members enjoy using coworking spaces for events, meetings, or socializing. Coworking spaces allow local groups and organizations to hold events in professional meeting facilities.
Community members can attend workshops or use the space for independent hobbies and projects. The cafe lounge areas provide a nice spot for social meetups too. Getting involved in a coworking space helps residents connect with others and support local businesses.
Offering community membership options, discounts, and flexible booking for events and meetings can encourage more community participation. Partnering with local groups on events provides promotion for the space and gives back.
7. Events and Meeting Spaces
With their facilities and flexibility, coworking spaces make awesome venues for events and meetings. Most coworking spaces have open areas, meeting rooms, A/V equipment, wifi, and catering capabilities or kitchens.
This allows them to host everything from workshops to corporate retreats. As event venues, coworking spaces generate extra revenue during slower times. Events also raise awareness of the space and attract potential new members.
Coworking spaces can attract events through dedicated booking services and event packages around meeting room rentals. Forging partnerships with corporate training providers or local organizations planning regular events can establish the space as an event venue.
Focus your coworking space marketing and offerings around your target customer segments to create a community that meets their needs. With the right customers and community, your coworking biz can thrive!
In a Nutshell…
Identifying your ideal customers is key for any coworking facility to be successful. Catering to freelancers, small businesses, remote workers, students, local groups, and corporate clients are all strategies to attract an engaged community. With the right customers and offerings, a coworking space can foster collaboration, networking, growth, and success for all its members.
