for cowork centers recently came up with a brand new plan, introducing intelligent software that can help physical locations to become a hotspot for people to connect, collaborate and grow. A great way for these locations to become more relevant AND more equipped for the networked society. This development has also opened new doors for various locations to use the new software. In these series of blogs, we will zoom in on different markets that can use the software in order to connect themselves to the new networked society and become even more relevant in these fast changing times. First up are the cowork locations. 

Cowork locations

Coworking is hot. Deskmag states: “seven out of ten coworking facilitators report that the availability of desk space in coworking spaces can’t keep up with the public’s demand in general. The current need for coworking spaces outweighs the availability of vacant spots. Taken as a whole, the coworking economy has paralleled this positive outlook, with more than one in two coworking spaces planning to expand in this year alone.” According to the latest Deskmag survey (2014) this growth also comes with a few challenges: “two years ago, only every second person first joining a badly rated coworking space chose to move on within a year. In 2014, that average rises dramatically, with every nine out of ten professionals opting to leave their workspaces within twelve months. The ever-widening selection of coworking spaces gives professionals greater mobility and choice.” 

Thinking like a cowork center

In order to develop a rock solid value proposition for cowork centers we have to think like a cowork center. Using the value proposition design method we mapped the Customer Segment with it’s Jobs, Pains and Gains and on the other side the Value Map with the Products, Pain relievers and Gain creators.

Customer Segment

The chosen customer segment are the cowork locations. In order to visualize what a cowork center needs and does we defined the following three points:

Customer jobs

Jobs describe the things your customers are trying to get done in their work or in their life. A customer job could be the tasks they are trying to perform and complete, the problems they are trying to solve, or the needs they are trying to satisfy.


Pains describe anything that annoys your customers before, during, and after trying to get a job done or simply prevents them from getting a job done. Pains also describe risks, that is, potential bad outcomes, related to getting a job done badly or not at all.


Gains describe the outcomes and benefits your customers want. Some gains are required, expected, or desired by customers, and some would surprise them. Gains include functional utility, social gains, positive emotions, and cost savings.

This gave us the following overview:

Schermafbeelding 2015-11-02 om 12.38.17


Value map

Now that we know what cowork locations’ jobs, pains and gains are, we need to determine the Value map of the company. What Products do we offer and which Pain relievers and Gain creators.


What are the products you offer?

Pain relievers

Pain relievers describe how exactly your products and services alleviate specific customer pains. They explicitly outline how you intend to eliminate or reduce some of the things that annoy your customers before, during, or after they are trying to complete a job or that prevent them from doing so.

Gain creators

Gain Creators describe how your products and services create customer gains. They explicitly outline how you intend to produce outcomes and benefits that your customer expects, desires, or would be surprised by, including functional utility, social gains, positive emotions, and cost savings.

This gave us the following overview:

Schermafbeelding 2015-11-02 om 14.22.02


After prioritizing all mapped entries we have identified the most important points that we need to focus on while developing our value proposition.

Looking for fit

We now know what cowork centers do, which problems they encounter and which benefits they offer and we have mapped our product and how this product can relieve pains or create gains. By connecting the pains/gains from the customer segment to our products/pain relievers/gain creators we can communicate on a level with them that catches their interest because it answers the questions that they face on a day to day basis.

Value proposition

Using the ad-lib value proposition template we can define the following value proposition for cowork centers:

Our platform helps cowork centers who want to build a strong community with happy customers and stakeholders by offering the right tools to build a strong community and become more than a workplace. 

The way we do this is explained on the different webpages at, through blogs and usercases. Here we explain how our software can help you build a strong community, or why it is important to connect your members to each other/the network and how this will make your location even more relevant resulting in for example more returning customers. Please note that in this case we explicitly use the word community. This because it is a word that cowork centers can relate to and will recognize. People familiar with might now that we prefer to use the word network, because this has a more open character.  

Together with Martin van Kranenburg we have developed a method to make sure that all information is given at the right time and the right place. By analyzing online data and constantly adjusting our strategy or communication where needed, we have the right message that will convince cowork centers that is the way to be even more succesfull!

Wisdom of the crowd

These outcomes are the result of 6 people getting together with a flip-over and a bunch of post-its. I would really like to get your thoughts about this and see wether we are on the right track to reach out to cowork centers all over the world. Please leave your comments and thoughts and together we can create the perfect value proposition!

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Andre van den Toorn
Om te navigeren zijn er drie dingen belangrijk: Waar wil je naartoe? Hoe ga je daar komen? Waar sta je nu? Met Brand navigators help ik bedrijven aan de hand van deze 3 vragen een website en online strategie uit te zetten waarmee je laat zien dat jij de beste bent. Ook maak ik deel uit van het Collaborative Communication Collectief binnen om alle fantastische verhalen en initiatieven die ontstaan op ons podium de online spotlight te geven die zij verdienen.


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