We think that any workhub can learn a great deal from what hasn’t worked in as well as what has. Our top tips from over 20 years’ experience on what to avoid are:
- Corporate or public sector workhubs. Potential members do not want to use college/council branded workspaces!
- Out of town/remote/industrial locations (they are car-based and can lack appeal)
- Mixing workhubs with community facilities (members will not pay £120 a month to share with yoga clubs, library users etc)
- Overdoing the communal activity. Social events and networking are good but must be optional not forced
- Too many corridors and small rooms. Workhubs thrive on open plan working and glass walls
- Narrow target markets (eg all creatives, all women, all low carbon, all young). The numbers will not stack up and a wide variety is what appeals to workhub members
- Assuming that in more remote market towns there is a competitive market of workhub providers/investors who make strong profits. These places can make a surplus, but they are not big money spinners. They are like boutique cafes rather than Costa or Café Nero
- Overly cheap memberships. Offering lower rates for lower use undermines revenue. Most members will happily pay for 24/7 access but not come every day
- Too much emphasis on one off visits and meeting rooms. These are helpful extra revenue but should not disturb the members who are core
- Expensive parking (some places like innovation centres have hiked charges leading to their users leaving). Look for low cost options nearby.
Above all, dull office furniture and a dreary workspace atmosphere will kill a workhub. Members want to pay to be part of an attractive club environment. They want the equivalent of a boutique hotel not a service station Travelodge.
