Hey there,
Opening a coworking space is one of the most exciting journeys you can take as an independent operator. But in the race to get your doors open, some surprisingly crucial costs get missed. And no, I’m not talking about coffee machines or chairs.
This week’s edition is all about what new coworking spaces forget to budget for, and how that impacts marketing, community, and momentum.
Let’s make sure you’re not leaving out the quiet essentials that fuel both, short and long-term success.
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1. Branding and Photography That Show Your Space at Its Best
You’ve put months (maybe years) into building your space – don’t let dark, grainy photos be how people experience the first time.
Strong visuals aren't a luxury, they’re a core part of how your space is perceived. Whether it’s a potential member scrolling your site or a journalist looking to feature local spaces, your imagery sets the tone.
I’ve seen too many beautiful spaces disappear from Google search results simply because they didn’t look good online. That’s a shame.
📸 Tip: Set aside a branding/photoshoot budget early.
One professional shoot can fuel months of your website, ads, social media, press coverage, campaigns, and your Google Business profile.
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2. Signage & Exterior Branding
If someone walks past your building and has no idea there’s a vibrant coworking community inside, that’s a missed opportunity.
Even a simple sidewalk sign or window graphic can turn curious pedestrians into members. Good signage builds awareness, communicates professionalism, and helps your space feel rooted in the neighborhood. People can't join what they can't find.
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3. A Website That Works (and Stays That Way)
Your website is often the first real touchpoint someone has with your space. It needs to load fast, work on mobile, and make it easy to book or join.
One common mistake? Launching the site and never touching it again.
Websites need maintenance: hosting, updates, and occasional cleanup.
🌟 Tip: If you’re using Cobot, make sure to take advantage of the fully white-labeled booking pages. They’re SEO-friendly, mobile-optimized, and can be embedded right into your own domain, giving your space a seamless experience and stronger brand presence from first click to first day.
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A clean, clear, and up-to-date pricing page from Zentroom🇨🇭, easy to understand, visually consistent, and clear calls to action. (☝️ Click to visit their website)
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4. Marketing That’s More Than Just “Posting on Instagram”
Posting on Instagram is a good start, but it’s not enough to grow your space.
Most new members don’t find coworking spaces through social media. They find them through Google, Maps, coworking directories, local word-of-mouth, and increasingly, through AI tools like ChatGPT (which may even start running ads as early as 2026, according to AdGuard.)
If you’re not showing up there, you’re missing traffic.
What happens when you skip digital marketing?
- You rank low (or not at all) on search
- Your trial day campaigns don’t reach the right people
- People can’t find a way to book or contact you easily
Even a modest marketing budget can go toward:
- Paid reach and promotion (Google/Meta ads for your space)
- Local SEO support and organic discovery
- Google Business Profile optimization for local visibility
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★BONUS
Suggested reads if you're just getting started with ads, SEO, and listings:
Each tactic plays a different role: ads drive quick wins, SEO builds long-term visibility, and your business profile captures local, high-intent bookings.
Use all three together to stay discoverable, trusted, and bookable, no matter how (or when) people find you.
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5. Onboarding (Yes, That Deserves Budget Too)
Think about this: What happens after someone signs up?
If your answer is “We give them a key and hope they figure it out,” you’re skipping the part that makes someone feel genuinely welcomed.
👋 A good onboarding plan might include:
- Welcome emails
- A physical or digital info pack
- A short 1-on-1 tour
- A small branded gift (like a notebook or mug)
Happy members = good marketing.
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Final Thought
You don’t need a massive budget to open a coworking space.
But you do need a smart one.
The most impactful line items are often the easiest to skip because they aren’t physical. But visibility, storytelling, and member experience are what drive sustainable growth.
Plan ahead. Budget intentionally.
And build a space that doesn’t just open… but thrives.
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The topic for next week is:
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If you missed last week's newsletter, check it out here:
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Reply to this email if you have any questions, disagree with something I said, or have a suggestion for a collaboration/future topic. I'm always happy to stay in touch.
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See you next Wednesday and happy coworking! 🥳
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Harzer Str. 39
Berlin, 12059, Germany
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