In this episode of Flex That Worx, hosts Anne-Marie Murphy and Graham Clarke uncover how coworking operators can discover new, often overlooked customer groups to grow their communities. Drawing on insights from real operators and Baseworx’s daily conversations with space managers, the discussion explores how rethinking your audience can unlock new opportunities for sustainable growth.
Key Themes:
- Broadening Your Reach: Many operators focus on freelancers and start-ups, yet there’s a growing number of professionals seeking flexibility without knowing coworking exists. Expanding beyond the traditional customer profile can help future-proof your space.
- New Audiences with Real Potential:
- University and Mature Students: With many studying remotely and struggling for suitable study environments, coworking spaces can offer a professional setting for focus, connection, and career exposure.
- Young Professionals and Graduates: Many enter the workforce without ever experiencing an office. Coworking spaces can fill that gap by offering structure, social connection, and exposure to industry networks.
- The Unaware Majority: A surprising number of people walk past coworking spaces daily without realising they’re open to the public. Raising awareness through local partnerships and visibility campaigns can transform this untapped audience.
- Practical Growth Ideas: Partner with local universities, offer flexible or student-friendly membership options, and strengthen community visibility through local events, digital marketing, and networking.
Takeaway for Operators:
Growth doesn’t always come from new locations. Sometimes it starts with a fresh look at who your space could serve. By adapting your message and access model to new customer groups, you can build a more inclusive and vibrant coworking community.
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