Client Report Analysis and Suggestions

Client Report
Kristina Rodriguez & Anna Gorney

Kristina Rodriguez: kristinarodriguez25@gmail.com
Anna Gorney: aegorney@go.olemiss.edu
Contents

Report Objectives

Client and Industry Analysis
Client Overview
Product & Service Analysis
Current and Future Opportunities

Customer Analysis
Typical Customer
Mobber 1: Petra Eriksson
Mobber 2: Alicia Gomez

Competitor Analysis
Product/Service Comparison
Direct Competitors
Betahaus Barcelona
Valkiria
Transforma
Impact Hub
General Price Positioning Comparison

Marketing and Sales Review
Online Marketing
Website
Social Media: Facebook & Twitter
Offline Marketing Review

SEO & Functionality

Summary & Suggestions (PP)

Report Objectives
1. Analyze and profile current customers for better marketing
campaigns.
2. Explore and determine key competition and the client’s
unique value proposition.
3. Evaluate current online marketing campaigns
4. Provide a range of suggestions and improvements for
developing new target markets, utilizing our unique value
proposition and marketing campaign advice.

Client and Industry Analysis

Client Overview
Makers of Barcelona is a company whose core operates through connecting
people, building relationships, and offering opportunities that allow it’s members
to collaborate, explore, and create drive, all aiding to evolve as a co-working
space community. The creativity, created through collaboration of people
who may have never had the chance to meet otherwise if not for this co-
working space, molds MOB together initiating a strong community.

Product & Service Analysis
Makers of Barcelona has two locations in Barcelona that differ in capacities
and working space. MOB & Pau includes a flexible co-working space, an area
of fixed work desks, an outdoor patio, a second floor glass encased offices
well suited for teams of 4 to 6, and a rooftop area. The Mob Main provides a
large flexible co-working space, an area of fixed work desks arranged in
groups of 4 for companies or individual desks for those who want their own
space, a workshop that provides 20 desks, a projector and white board, a
private meeting room with a multi-use television, a 3D printer, and a coffee
shop. What makes these spaces so unique is the collaborative, eclectic
community of creative individuals.

Current and Future Opportunities
Currently MOB main is very comfortably maintained, with not too many people
inhabiting the space, but with just enough to have a positive work
environment. In the future, it is noted that MOB Pau is going to be renovating
their rooftop for more networking opportunities and social events, which is a
great opportunity. As for MOB main, future opportunities include more social
and networking events and a possible addition to their social networking,
Instagram.

Customer Analysis

Typical Customer
The typical customer is a small group of people or an individual working on a
startup company in a space that allows them to further develop their
businesses in a collaborative and creative environment.

Mobber 1: Petra Eriksson
Petra Eriksson is a Freelance Designer & Illustrator is currently part of
Casumo Design Team. She creates Casumo’s illustrations and has more
recently started working with UI design and internal branding. Petra is a
typical customer of MOB because she enjoys all the aspects of MOB
that they put out there for their members--team building activities and
events.

Mobber 2: Alicia Gomez
Alicia loves this work space, she works on different projects and adapts
to each different client that she has depending on their needs. She
enjoys working in the workspace because she is able to move from
MOB Main to MOB Pau depending on what she needs to work on and
where she is currently located. She mentions that she finds it hard to
work on larger projects in MOB Main or PAU because she doesn’t have
a large enough table to spread out all of her materials and have a room
of her own. That is something that MOB can work on, letting an
individual rent out a room to themselves so that they can get bigger jobs

done in the workspace. She previously worked at Betahaus and said
that she prefers MOB because it is a much more comfortable and
productive environment

Competitor Analysis

Betahaus Barcelona

The layout as seen above on their website is easy to understand and includes
all the features. They also offer a Betahaus passport, which allows members
to work 5 days each month in any Betahaus location or partner space for free.
The space is 2000 sqmt that includes 6 floors and 4 terraces.

Social Medias:
Facebook: https://www.facebook.com/betahaus.barcelona/
Their facebook acts as a combined platform of all their social medias. You
have videos, pictures, updates on status’s, introductions to members, all on
one platform.

Twitter:https://twitter.com/betahaus?ref_src=twsrc%5Egoogle%7Ctwcam
p%5Eserp%7Ctwgr%5Eauthor
The mix of funny and professional pictures on the twitter is just the right twist,
it is what the people want to see and is going to get them more followers. One
picture from at least all of their events.

Youtube: https://www.youtube.com/user/betahaustv
Actually a really cool youtube channel with a little of different topics and ideas.
Kind of taking the instagram idea and turning it larger.

Transforma
Transforma is a multidisciplinary, international, and local co-working space that
is used by professionals and startups. Its website is one of the easiest to use
as everything is so clearly laid out for the user as seen below:

Social Media:
Instagram: https://www.instagram.com/transforma_bcn/

We think that this is a really good example of how Instagram for a company
should be used, and we think that if MOB was going to look at using Instagram
they should use this as an exemplary platform. A thought that we have is that
MOB could use this platform to get to know their members even better. They
could research one of the companies that work here each week and feature
them on their Instagram, that way both companies are getting publicity and it
will allow MOB members to get to know each other better as well.

Impact Hub
Impact hub is an international co-working space with 81 locations worldwide.
Impact hub places aims to attract startups and freelancers who have
aspirations to connect, develop their businesses, and making positive impacts
on the world. The navigation of their website is well done. The home page
includes four pinned links to their social media sites, which is a great marketing
strategy.

The gallery of their spaces includes a general description and what amenities
are included in each space as seen below. We notice this is something MOB
also does well so we love the accessibility of this portion of your site.

Valkiria

Valkiria hub is a co-working space in Barcelona. Their space is very suitable for
events; when you book an event with them they offer a multitude of services.

Some of these services include catering, lighting, technical equipment, furniture,
and hostesses.

The home page of Valkiria’s website is very intriguing as shows pictures of
lively events that have been held in their space with a lot of people. Valkiria has
a multitude of social media platforms including Pinterest, Google Plus, Linked In,
YouTube, and Twitter.

Competition: Cowo Cad
Member: Juan Pablo: Really interesting guy, he runs his company
through Valkiria, and works with 4 people usually, but however many
people he needs to bring into each project he usually can just bring them
into his workspace. If he needs to hold events he can hold them at the
space as well. Obsessed with it really, the only thing is there are not a
lot of community events in this space and I feel like the Mobbers here at
MOB know each other better than over there.

General Price Positioning Comparison

Coworking Space Flex (monthly) Fix (monthly)
MOB 60-180 230-695
Betahaus 179 279
Transforma 135 170
Impact Hub 60-130 250
Valkiria 50-180 270-550

It is difficult to compare pricing because all of the competitor’s packages differ
in terms of hours, access to certain spaces, and amenities. In terms of general
flex membership, Impact Hub is the least expensive. Betahaus has the overall
most expensive flex and fix membership.

MOB Website
The layout of the MOB website is easy to navigate and is clearly divided into
tabs on the top. I like how the first page has a continuous video playing in the
background and as you scroll down there are previews of each of the tabs.
Although, it is a little confusing on the 3rd page as shown below, it seems that

the user is meant to click on “Connect”, “Make”, “Explore”, or “Collaborate” to
be directed to another page.

The “About” page provides a clear and concise explanation of how MOB
was founded, the philosophy, and the team. The links to the co-conspirators
do not load and/or have expired as well as the links to a couple of the
projects. I think there needs to be more of an explanation as to what exactly
the association is between MOB and the co-conspirators, projects, and
alliances. This could possibly be included in an additional tab so that there is not
too much excess under “About”.

There are 13 different packages listed under the “Memberships” tab which
appears to be a little confusing to understand. I think the format needs to be
more simplified rather than the 13 long boxes as seen above. There is also a
similar problem with the “Space Rental” tab. I think it would be helpful to include
a small explanation of what these spaces have the potential to be used
for/examples of past events etc.

The “Mobbers” tab is a great tool for the potential customer to learn more
about the type of startups and individuals that use MOB.

The Gallery includes photos of each of the spaces and small descriptions of
each. There could be more detailed photos of what exactly each
membership/space rental package specifically looks like so that the customer
has a better visualization and understanding of the spaces. Since there are two
galleries for the two MOB spaces, the address or map of the address/location
should be included somewhere on this page.

The Events tab provides an accurate presentation of the upcoming events,
but the sign up for the events should be more noticeable and better advertised.
There should also be some photos and/or information about events in the past
that have been held at MOB.

The “Contact Us” tab includes a map, area to send a message to MOB, the
location addresses, and links to the social media platforms. This is the only
page that promotes the social media. I think these need to be advertised in
more of a define way and also be included on the homepage so that there is
easy access for first time visitors of the website.

Social Media: Facebook & Twitter
Facebook: https://www.facebook.com/MOB.BCN/
The MOB Facebook page has 8,526 likes, but the posts typically get 2-6
likes. We think this is because the Facebook posts may not be captivating the
viewers interests all that much. Below we have pulled the post from the picture
on the left as an example of a post that we don’t think your viewers would be

as interested in, and on the right we have a post of yours that we thought was
excellent. Obviously, a lot of time went into the video that you have posted
there, but not every post needs to be that extravagant in order to capture
your audience members. Fun and interesting posts will help you get more likes
on your posts and even more shares--which is a quick and easy way to get
more likes on your page in general. It doesn’t always need to be about work!
Show that you have a fun workspace as well.

Twitter: https://twitter.com/MOB_BCN
Your twitter is arguably the best social media space that MOB has. It is very
upkept--posts every couple of ours. The only negative aspect of this is people
may unfollow due to the amount of posts each day, but it’s not necessarily all
bad. There is a lot of content on the twitter page that can easily be
transferable to an Instagram base, which would be extremely beneficial.
Overall, the twitter social media base has great information and awesome
pictures. Keep up the good work!

Offline Marketing Review
In addition to word of mouth, we think posting flyers in local coffee shops,
restaurants, etc. would be helpful.

SEO & Functionality
When you search “co-working Barcelona” on Google, MOB appears as the
second organic search. In comparison to our top three competitors over the
past year, Betahaus is leading in SEO optimization as seen in the chart below.
They have an average of 20 organic keywords while MOB has 10. One of the
main ways they generate organic clicks is through links to their cafe. The link to
Fab Cafe on MOB’s website does not load when clicked on. If this problem is
fixed it could include our SEO optimization.

Summary
Through our client report research we have overlooked all social media
accounts, we interviewed a couple mobbers—and non-mobbers—to get an idea
on what they looked for in a co-working space, and compiled data and
analytics to improve MOB’s overall growth as a company. We hope that with
our compiled suggestions MOB will be able to reach new target audiences and
better utilize their unique value proposition.

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