Serebro Lab. Coworking in Russia - way to success.


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Key figures about coworkings in Russia. The presentation is based on 2 surveys made by Serebro Lab in August-October 2013.

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Serebro Lab. Coworking in Russia - way to success.

  2. 2. COWORKING IN RUSSIA — WAY TO SUCCESS Presentation theses 2
  3. 3. 1. HISTORY OF COWORKING IN RUSSIA Crisis 2008 Companies downsize and cut down expenses on renting offices. start point: crisis 2008 Thus laid offs became freelancers and owners faced the problem of lack of lessees. 3
  4. 4. 1.1. FIRST WAVE 2008 — 2011 (target audience, reasons of falling) • Coworking became solution to all. • Cheap shared offices and space for major companies ex-workers. 4
  5. 5. 5
  6. 6. 1.1. FIRST WAVE 2008 — 2011 Because the market wasn't ready for this new format: • wrong location, • no marketing, • not good connection with the target audience. 6
  7. 7. 1.2. SECOND WAVE 2011-2013 (target audience, reasons of rising) Founders put a special stress on creative space and developing community where specialists can meet and share their ideas. 7
  8. 8. 1.2. SECOND WAVE 2011-2013 (target audience, reasons of rising) Main target audience - freelancers and start ups. Those who look for a shelter from noisy home spaces, escape isolation and search cheaper renting offer for starting business. 8
  9. 9. 2. COWORKING MARKET SHAPING KEY FACTORS • many empty premises (ex factories, industrial zones) • venture capital market development — it leads to appearing many start ups which need small comfortable and cheap place for team work • increasing number of freelancers • increasing number of high professionals from top companies who may work distantly • growing mobility of intellectual workforce which is ready to cross over borders and change their modus vivendi • many companies abandon image making factors which used to push them to rent 'prestigious' offices and now prefer functionality to poshness 9
  10. 10. 3. PROMOTION CHANNELS Internet marketing Context ads (Yandex Direct, Google AdWords) PR (mass media coverage, events) 10
  11. 11. 4. INVESTMENT PACKAGE Average amount of investment in the project: 20 ~ 400 Around million Rubles thousand Euro Payback period — 3 years 11
  12. 12. 5. AUDIENCE PROFILES AND TYPES OF COWORKING AREAS IN RUSSIA: Secluded office rooms VIP format Art space, redesigned factory 12
  14. 14. 6.1. RUSSIAN FREELANCERS. WHO THEY ARE? • Those who want to control their time. • Those who want to save time for other activities other than doing nothing in traffic jams and be a sardine in a public transport barrel in rush hours. 14
  15. 15. 6.1. RUSSIAN FREELANCERS. WHO THEY ARE? According to our poll (573 respondents throughout Russia) 59% 43 69% 52 Freelancers work more — 52 working hours per week in comparison with 43 standard office time. 600 – 2 200 Euro 18.00 – 21.00 – 21.00 24.00 Most popular work time — evening. Income per month Freelancers feel happy and are not going back to office work model.
  16. 16. 6.2. POTENTIAL FOR GROWTH Why is potential so high? 16
  17. 17. 6.2. POTENTIAL FOR GROWTH Home Coworking + - + free No family around Other family members do not understand the nature of distant work and disturb (46%) as well as push freelancers to do housework (40%) Hard to concentrate (43%) Community on the same wavelength Lack of gadgets Fully equipped including presentation equipment Hard to arrange a face to face meeting with importants clients (fuss about finding the right place with no music, relaxing atmosphere, location etc.) Easy to arrange any business meeting in a separate area with all technical means If you are a small enterprise it's hard to find extra space for keeping all docs Monthly/ day fee Quiet spaces Lack of communication (?) - Almost every coworking provides you with storage room and also safe on request Events, educational courses, vocational courses 17
  18. 18. Why is potential so high? 6.2. POTENTIAL FOR GROWTH However at the present moment only 12% of target audience use coworkings. And what's more interesting that among those who do not go to coworkings 43% have no idea what it is like. 18
  19. 19. Why freelancers prefer to work out? 6.2. POTENTIAL FOR GROWTH They like to change environment 27% These places are better to make business meetings and team chats 22% Stand for staying at home and coworkings and similar format zones are not that attractive 15% They are happy that nobody disturbs them when working Appreciate well equipped work place Found nothing attractive about coworkings 13% 7% 15% Source: Serebro Lab, independent poll 19
  20. 20. What do you do as a freelancer? What's your main job? 6.2. POTENTIAL FOR GROWTH Graphics/Design Site development and support Copywriting Advertising/Marketing/Consulting Programming Translation Photo Engineering Audio/Video Our poll included such interrogations as Other jobs Freelancer specialization 26% 15% 12% 10% 9% 6% 4% 2% 2% 14% Source: Serebro Lab, independent poll 20
  21. 21. How satisfied are freelancers with their job? 6.2. POTENTIAL FOR GROWTH Totally satisfied 32% Probably satisfied 42% Partly satisfied 18% Probably not satisfied Not satisfied at all 7% 1% Source: Serebro Lab, independent poll 21
  22. 22. How satisfied are freelancers with their income? 6.2. POTENTIAL FOR GROWTH Totally satisfied 11% Probably satisfied 33% Partly satisfied 31% Probably not satisfied Not satisfied at all 18% 6% Source: Serebro Lab, independent poll 22
  23. 23. Location 6.2. POTENTIAL FOR GROWTH Russian coworkings are open in major cities with high Moscow. 4 — in Saint Petersburg. business activity. 11 are located in Nevertheless coworkings become spread over other regional Kazan (Workbox and Clever), Novosibirsk at ex factories, Kirov, Yekaterinburg and others. cities such as 23
  24. 24. Coworkings — a gold vein for investment 6.2. POTENTIAL FOR GROWTH In Russia small businesses grow as well as the number of freelancers (now around 500 thousand). Major companies look for better opportunities to cut down expenses on renting and stuff. As a result they allow more and more their employees to become distant workers or hire small teams for short term projects. Thus coworkings get more and more interesting for developers who are very likely to make investments in this branch of commercial property business. 24
  25. 25. Coworkings — a gold vein for investment 6.2. POTENTIAL FOR GROWTH Meanwhile in spite of high potential demand (500 thousand freelancers VS less than 30 coworkings VS 2 mln small and medium size businesses) the market is almost empty. And it means that by implementing the right marketing strategy developers will surely find a gold vein in coworkings. 25
  26. 26. THANK YOU FOR YOUR ATTENTION Serebro Lab promise Future is fully bright 26