A presentation of coworking to discuss the concept according to several pieces of literature and analysing its case in Malaysia.

1. Coworking:
Concept & Cases
in Malaysia
Prepared by:
ALYA IZZATTI BINTI AZMIN (2017603648)
NORHAZWANIE BINTI SUDIN (2017471828)
MUHAMMAD LUQMAN BIN SULAIMAN AZARI (2017639804)
MBA,
ARSHAD AYUB GRADUATE BUSINESS SCHOOL
UNIVERSITI TEKNOLOGI MARA SHAH ALAM

2. Introduction
Coworking is known as spaces
shared workplaces utilized by
different sorts of freelancer or
knowledge professionals that who
are working in various degrees of
specialization in the vast domain
of knowledge industry
Coworking is space whereby people
who are just start up their
business and for small business who
need some space to work. The
coworking revolution is transforming
real estate.
Coworking also
pioneered by
start-ups,
entrepreneurs and
freelancers, a
growing of
companies, large
and
small companies,
are exploring how
to incorporate the
concept

3. Coworking Model- Features & Characteristics
Internal coworking
space for
employees only.
External coworking
memberships
for employees.
Collaboration space for
employees
shared with external
organisations or individuals in
an external coworking
environment.
Internal coworking space open to
external organisations/individuals.
INTERNAL
COLLABORATION
COWORKING
MEMBERSHIPS
ENTERNAL
COWORKING
SPACE
INTERNAL
COWORKING
SPACE

4. Breakthrough of Coworking in Malaysia
1. First coworking space that was established in Malaysia
is PAPER + TOAST in 2010 by Yati Hamzah & Pat Teo
2. PAPER + TOAST provided rental for meeting room at
RM85 per hour rate that could fit up to six people at
early years
3. The emergence of another competitor

5. • 150 members
• Self-employed individuals, smaller organised groups, start-up
companies, different civic initiatives and organizations
• Poligon makerlab - project execution, testing
• Crowdfunding lab – project funding, presentations
• Development of a community that works together determines the
success of operation in a coworking space
FINDING 1:
Learning
Community
building
Ground
testing
Co-creation
COMMUNITY BUILDING
PHASE

6. FINDING 2: Factors Affecting Customer Decision to Use
Coworking Coffee Shops
7P Marketing Mix
and Physical
Factor
Product or
Service
Promotion
Place Design
Price
Social
WIFI, electrical outlets,
lockers
Separate from dining
area
Customer engagement
Close with public
transportation
Acceptable price
Special price &
discount
Ambience
Quiet and clean

7. Level of Impact for Each Factors That Influences Decision
Product or Service
Promotion
Place
Design
Price
Social
1
3
4
5
Ambience2

8. FINDING 3:
KEY
VALUES
FOR
SUCCESS
• Having a community
• Boost productivity
• Network sociality
• Relationship building
• Creating own human
capital
• Importance of
mutual interest

9. With the significant growth of coworking spaces in Malaysia, will coworking
concept be long-standing and flourish in Malaysia?Q1
Food for Thought:
With the increase of coworking spaces in Malaysia, what customer value factors
should to be considered by the operators to market/attract new members and
retain them in the long run?
Q2
Is partnership with multinational company is a good alternative in obtaining new
member?
If coworking saturated in Malaysia, how to gain more co-worker into the market?
Does coworking in Malaysia gain any initiatives from government?
Where, when and how work will be done in the near future.Q4
Q3

10. Literatures about coworking
share the same view that:
• Presence of community.
• More than the physical setting
and occupancy of space.
• Focus on the social impact
• Curate the membership
Malaysia’s coworking operators
• Assess the talent pool of their
members
• Close relationship with the
members
• Facilitate the community
building spirit
• Increase the reputation
The Growth of Co-working Spaces Market in MalaysiaA1
Analysis & Recommendation

11. Place
Price, Promotion & Social
1
3
4
Ambience & Design
2
Marketing Strategy for Coworking Spaces Operator in MalaysiaA2
Product or Service Constantly upgrading services
FactorsNo Recommendation
Find alternatives and invest into building or landmark that is
positioned next and close the public transportation
Privacy and provide facilities with state-of-art concept
Own competitive advantage that differs themselves from another
competitor, Plan marketing strategy and execute aggresively
Analysis & Recommendation

12. The linkage with co-working space adoption is not evident yet, perhaps due to
the back-end or supportive nature of their businesses in Malaysia compared to
their HQ or regional hubs such as Hong Kong and Singapore
The suitability
of industry and
time
dependent
A3i
a) Traditional office space will still be in demand and do not expect co-working
space to overtake traditional office demand.
b) Traditional office will be the first choice for established corporations and
organizations
c) More co-working spaces may be occupied, they will remain proportionately
small compared to traditional offices.
Prioritization
of traditional
office
A3iiAnalysis & Recommendation
Future Trend of Coworking Spaces in MalaysiaA3

13. a) Demand for co-working space is expected to grow in the near future due to
its flexibility and efficiency in space utilization.
b) Demand for both co-working spaces and traditional offices is still
dependent on the nature of business and budget or start-up cost
Increasing
growth trend &
good demand
A3iiDiscussion & Recommendation
a) Implement 4P Marketing Mix
b) Analyze physical environment factors that influence customer decision
Concern on
customer needs
a) MaGIC (Malaysia Global Innovation & Creativity Center) provide bootcamp,
idea pitching and facilities like another co-working spaces
b) aCAT by Penang local state government
c) MSC Tax breaks on relevant start-up companies
Government
helps to foster
start-ups and co-
working spaces
A3iii
Future Trend of Coworking Spaces in MalaysiaA3

14. [What] Change
in human
resource
management
Hiring contingency
workers for cost
effectiveness
reasons
Workers need for a
more conducive
environment to
work in
Purchase of slots in
coworking space
[Where]
Relevance of
locations
Involves cost of
space and
productivity of
worker
[Who] New
concern for top
managers
Spatiotemporal
management
Project quality and
firm productivity
Changes in the
firm’s culture
[How] Attract
excellent talents
Use facility to
promote company
status
The 3Ws & 1H of Coworking Spaces in the FutureA4
Analysis & Recommendation

15. Conclusion
Coworking appeals to freelancers, start-ups and entrepreneurs
Physical value in provision of a conducive space to work
Lesser cost to invest
Concept of community
Coworking operators’ effort
Local coworking space operators are suggested to strategize

16. Reference
• de Peuter, G., Cohen, N. S., & Saraco, F. (2017). The ambivalence of coworking: On the politics of an emerging work practice. European
Journal of Cultural Studies, 20(6), 687-706.
• Hatthawijitkul, M., & Jarinto, K. (2018). Factors Affecting Customers’ Decision to Use Coworking Coffee Shops: A Case Study in Bangkok and
Chon Buri Province. RMUTT Global Business Accounting and Finance Review, 1(3).
• Leclercq-Vandelannoitte, A., & Isaac, H. (2016). The new office: how coworking changes the work concept. Journal of Business Strategy,
37(6), 3-9. doi:doi:10.1108/JBS-10-2015-0105
• Gandini, A. (2015). The rise of coworking spaces: A literature review. Ephemera Theory & Politics in organization, 1-13.
• Rus, A., & Orel, M. (2015). Coworking: A Community of Work (Vol. 52).
• Spinuzzi, C., Bodrozic, Z., Scaratti, G., & Ivaldi, S. (2018). “Coworking is about community” but what is “community” in coworking? Journal of
Business and Technical Communication.
• Spreitzer, G., Bacevice, P., & Garrett, L. (2015). Why People Thrive in Coworking Spaces. Workspaces. Retrieved from
https://hbr.org/2015/05/why-people-thrive-in-coworking-spaces
• Khoo N. (2018). An office full of strangers, theedgemarkets.co. Retrieved from http://www.theedgemarkets.com/article/office-full-strangers
• Gunawan M. W. (2018). Growth of Coworking in Kuala Lumpur: What You Need to Know. Retrieved from
https://blog.flyspaces.com/coworking-in-malaysia-what-you-need-to-know.
• Zulaika I. A. (2016). Check Out This Growing Trend Of Sharing Office Space In Malaysia. Retrieved from https://mymagic.my/news/check-
out-this-growing-trend-of-sharing-office-space-in-malaysia/ .