Hey there, This week is about what comes next. Because once your positioning is clear, the real question is how it shows up in the choices you make. In how you price your space.
In how you use video to show what it feels like.
And in how people first experience your space through events. |
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🏷️ Price for Value, Not Competition Do not slash your prices to match the chain. If they are running a "first month free" promotion, resist the urge to do the same. Price wars are a race to the bottom, and the chain always wins. Instead, make your pricing page do more work. Show what the membership includes beyond a desk: community events, introductions to other members, discounts at local businesses, access to a real person when something goes wrong (not a help desk ticket). And if your price is higher than the chain, own it. For the right members, price isn’t the deciding factor. Fit is. Your job is to make it clear why your space is worth it. |
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You don’t have to overdo it. |
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🎥 Use Content to Build Trust Before the Tour Most prospective members will research you online before they ever walk through your door. The chain has a polished website, a strong Google Ads presence, and dozens of reviews across multiple locations. You probably can't outspend them. But you can out-teach them. Start a simple, genuine newsletter that shares what's happening in your neighborhood and your space. Write a blog post about what it's really like to work from a coworking space. And don't sleep on video. People don’t just Google anymore. They scroll, watch, and get a feel for a place before they ever visit a website. Search has become part of a much bigger journey. People move from inspiration to research to decision, often on platforms like TikTok and Instagram. A WARC study found Gen Z uses TikTok almost as often as Google for search. 👉 show what your space actually feels like. |
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🚪 Turn Events Into Your Front Door Not every new member starts with a tour. Some of the best ones start with an event. Host something genuinely useful for people who are not yet members. A skill-share, a local founder meetup, a creative workshop. Promote it publicly. Include a free day pass with the ticket. When Kiez Büro launched, they filled their opening with different ways to engage the neighborhood and get people through the door – and the same idea works just as well even if you've been open for years. People show up for the event. But while they’re there, they experience the room, the people, the energy. That’s what stays with them. And just like that, you’ve created a path to membership that doesn’t rely on a sales pitch. Chains host networking events too. But yours can be niche, local, and more personal. |
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★ How Cobot Helps 🧡 Cobot connects the dots between the strategies above. Use the Event Booking and Ticketing feature to bring non-members through the door, and let them discover your plans right from the event page. Use Analytics to see which members are showing up and which are going quiet. And build membership plans that people can sign up for directly, no back-and-forth required. |
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Send me a link to your pricing page. I'll reply with one idea you could implement this week :) |
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The topic for next week is: "Private Offices in Coworking Spaces: A Guide for Operators" 💼 |
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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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Cobot Coworking Software, 2026 |
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