*1. No. Perks-based marketing is a zero-sum game. * I wish I had another forearm to tattoo this on. Well said - I'd even argue that once you're at the 100s/1000s of members, perks based marketing is a race to the bottom.
------------------ *The #1 mistake in community building is doing it by yourself.* Better Coworkers: http://indyhall.org Weekly Coworking Tips: http://coworkingweekly.com My Audiobook: https://theindyhallway.com/ten On Tue, Dec 5, 2017 at 6:47 AM, Hector Kolonas <[email protected]> wrote: > Thanks for the glowing recommendation of our service <http://included.co> > Jeannine! > > I hope you all don't mind if I dive right in and answer OP's original > questions based on my experience over the last 3-4 years of helping > coworking communities share buying-power. > > 1. No. Perks-based marketing is a zero-sum game. Fighting for > exclusivities will not only be pointless unless you can scale to 100s of > 1000s of members; but will waste hundreds of hours of your teams time. > Rather understand that every single space will need to focus on creating > long-term business value to differentiate themselves in the future. > > 2. I believe that if done correctly, 'solutions' will become one of the > coworking sectors strongest revenue sources. We have designed a thorough > revenue-share model and technology for our partner coworking communities, > but they know just as well as we do, that these things take time to build > and should be seen as a powerful new channel that needs to be cultivated > without distracting core team members and members away from their actual > tasks of running their businesses. > > 3. If the spaces are paying for the solution, are they not then the > customers? Every single one of our 250+ communities are our partners and > not our customers in this sense. We'd rather work together to drive up > value for members, increase revenue for the space and make coworking even > more of a no-brainer. Some spaces are willing to pay for such services > though, and we've instead asked them to give breakfasts to their new > members with that cash :) > > I hope those answers are useful, and I'd be more than happy to elaborate > on either of them if anyone finds that useful. > > *Have an amazing day!* > > > > On Tuesday, 5 December 2017 10:58:19 UTC, Jeannine van der Linden wrote: >> >> We do, though ours are tightly focused on what the coworkers have >> expressed a need for. We have for example a shipping account with >> FedEx/DHL/GLS for the space, which a number of our members use to send >> their products. This is then invoiced through to each. We have a couple >> of these kinds of shared accounts for business inteligence, that kind of >> stuff that can be used by multiple companies on a shared basis. It is not >> really that different from a shared desk. >> >> We arrive at these by the extremely scientific method of regularly >> bringing the subject up every sevral months and then going lookng when >> enough coworkers chime in that they would like that also. :-) >> >> We have another class of perks which are offered by the coworkers to the >> cowowrkers. These are mostly B2B but also include yoga lessons and >> Mindfulness and coaching. >> >> For third party perks though, we use included.co. They have a lot more >> clout and reach than we have, and they do a better job at it than we ever >> did. >> >> >> >> On Tuesday, November 21, 2017 at 6:25:01 PM UTC+1, [email protected] >> wrote: >>> >>> This question boils down to a few key insights I'm trying to take away: >>> >>> 1. Is this an effective marketing tactic to both reduce member >>> attrition and increase marketability/differentiation? >>> 2. Do members use these perks enough that any referral fees might be a >>> substantial second/third rev stream? >>> 3. Is it worth it to pay for a service that provides a pre-negotiated >>> group of business and lifestyle perks? >>> >>> Cheers! >>> >> -- > You received this message because you are subscribed to the Google Groups > "Coworking" group. > To unsubscribe from this group and stop receiving emails from it, send an > email to [email protected]. > For more options, visit https://groups.google.com/d/optout. > -- You received this message because you are subscribed to the Google Groups "Coworking" group. To unsubscribe from this group and stop receiving emails from it, send an email to [email protected]. For more options, visit https://groups.google.com/d/optout.
