Personal views on building a co-working brand in India. A comprehensive approach to building a brand and performance marketing brand

1. Building the Growth Network
Co-working Network fostering ideas to action
Prasanna Rao
Bangalore
Vision document to acquire, nurture and foster a community of entrepreneurs

2. Building a strong business vision for the brand
Building a
compelling
brand story
Drive Brand
discovery
Acquire
customers
profitably
Engage
existing
customers
Maximize
revenue
growth
A compelling, relevant
narrative told in the most
interesting format
Discovered at all points
when customers and
stakeholders search
actively or passively
Integrated online and offline
campaigns to acquire new
customers
Create a distinct
positioning among
intended target audience
Website SEO optimized for
brand discovery | Mapping
media consumption of
target group both online
and offline and building
presence
SEM – own keywords related to
“Office” | SMM - Target “self-
employed, 20-45 year old | lead
generation campaigns with
booster partners | Referral
campaigns
Virality of the brand story,
in terms of likes and
social shares | Offline:
Share of coverage (SOV)
in category mentions
SEO: website traffic and #
customer acquired
SEM: Google Quality
scores and ad rank | Social
media : Likes, Shares and
followers
# new customers Vs. Target
| % new customers (digital
acquisition) | Optimum CAC
(sales efficiency > 4) | New
customers acquired through
partner campaigns
Objective
CLM focused campaigns
to drive network
engagement and
revenue enhancement
Approach
Success
metrics
Network participation index |
New tie up with booster
brands | Cross-sell and upsell
of Boosters to existing
customers
Incremental seats consumed
by existing customers |
Incremental avg. life
expectancy of customers | #
new booster brand tie up
• No. of new member
additions
• Incremental member
additions per existing
customer
• Target CAC Vs. achieved
(new)
• Incremental Avg. life
expectancy per member
1 2 3 4

3. Brand key, positioning and key message for the brand
• Value for money working space
• Strong focus on building community
• Network that is invested in success of each other
Need a network that anchors and accelerates my
business aspirations into reality
The only network community to provide access to a
wide-range of critical business accelerators
• Direct: All co-work brands
• Un-organized co-working units,
cafes, and home offices
• Customer seat occupancy increases by 20% every
quarters
• Invested in 30 customer start-ups, providing access to
critical capital
• In-house services available : Legal, Accounting, Digital
Marketing, Human resources, and more
• Quality work space at value for money prices
• In-house services available : Legal, Accounting,
Digital Marketing, Human resources, and more
• Access to critical business advice from experts
• Access to capital investments
• Honest and transparent
• Community driven, good for all
• Growth focused
• Pushing the envelope, challenging status quo
Discriminator
Reasons to
believe
Values and
personality
Benefits
Customer Insight
Competitive
environment
Target
Root/Strengths
• Business owners of start-up, MSME
and SME
• Facilities manager of enterprises
Essence:
The Growth
Network
1
* Data points are representative only

4. Making brand visible and discovered at all relevant customer touch points
Customer typeFounder/Leadership Employee
Modeofconsuming
information
OfflineOnline
Campaign typeStrategic Tactical
CampaigngoalBrand
Awareness
Driving
Acquisition
Messaging revolving around “The growth network” Messaging revolving around cost efficiency and flexibility
Focus channels
• Google search (Specific keywords)
• Direct traffic - Website
• Organic search traffic
• Facebook - Campaigns focused on self-employed
• Youtube (keyword targeting)
• Instagram
• Display ads on sites like vccircle, Indiafilings, and
booster partner sites
Focus channels
• Email campaigns – Data base selling
• Google search (specific keywords)
• Ads on Amazon business, Ola Business, Uber
business
Focus channels
• PR with focus on industry thought leadership
• Events focusing on startups
• Ad insertion in magazines like Entrepreneur
• Hosting meet-ups for potential entrepreneurs
Messaging revolving around “The growth network” Messaging revolving around cost efficiency and flexibility
Focus channels
• Direct mailer to facilities manager of large to
medium companies
• Outbound call target database
• Networking events for facilities managers cum site
tours
• Visibility around or inside tech parks
2

5. #Jointhegrowthnetwork, Acquiring new members by dominating the category
digitally with multiple campaigns simultaneously
SEM campaign : Target ad rank # 1
• Campaign targeting Gurgaon, Mumbai and Bangalore
• Competitive bidding on category keywords like “Office
space”, “Coworking space” and other relevant ones
• Customer to be directed to a landing page where
customer books a site tour online
• Call made to customer to confirm the date and time
• Customer tour is managed on site for sign up
• Sales Efficiency of Min. 4 (Max. CAC of 3 month Rev)
1
SMM campaign (Facebook) : Targeted lead ads on
feed
• Campaign targeting Gurgaon, Mumbai and Bangalore
• Customer targeting based on “Self-employed” and also
by captive audience database
• Customer can either book a tour within Facebook or will
be directed to a landing page where customer books a
site tour online
• Call made to customer to confirm the date and time
• Customer tour is managed on site for sign up
• Sales Efficiency of Min. 4 (Max. CAC of 3 month Rev)
2
3 Booster partner campaign: Cobrand marketing
• Partner referral program with all booster brands
• Tailored product/offering for booster brand customers
• Partner brand sends emails/SMS with aim to generate
leads
• Leads land on a customized landing page where
customers apply a coupon code to become new
members, and earn special discounts
• Cost of discount to be factored as marketing costs
3

6. Measuring member contribution to network in their life cycle to determine
engagement and retention plans
Network participation index
0 100
Network consumer - Passive
Network consumer - Active
Network contributor - Active
Network Ambassador
40 60 80
Ground rules
• Min. Network vintage > 1 month for deriving index
• Scored based on their participation in the previous quarter
• Score valid for the subsequent two quarters
Scoring Parameter Score
Attended an event 5
Participated in an event 10
Helped a network member 15
Bought service/product from a service member 20
Sold service/product to a network member 20
Referred a new member 25
Referred a new member – converted 30
Network Participation Index (NPI)
• Network participation index measures a member’s contribution to the health of community
• Focus of this program is on reducing passives and increasing active and ambassadors
• Participation parameters are an offline equivalent of social likes and shares
• Benefits of being active contributors and ambassadors could be
- Exclusive growth experts working on their business needs
- Special discounts on booster brand products
- Access to exclusive mentor sessions
- Access to paid events
4