Digital Marketing Proposal - CO&CO Coworking Space Bandung
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Digital Marketing Proposal for Coworking Space in Bandung, CO&CO by Sofia Pudjiasti Slide was designed by Dio Sundoro
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Digital Marketing Proposal - CO&CO Coworking Space Bandung
- 1. PROPOSED DIGITAL MARKETING STRATEGY FOR COWORKING SPACE S O F I A P U D J I A S T I ( 2 9 1 1 7 0 5 3 ) Final Project Advisor Ira Fachira, PhD School of Business and Management Master of Business Administration Program Institut Teknologi Bandung 2018
- 2. T A B L E O F C O N T E N T I N T R O D U C T I O N B U S I N E S S A N A L Y S I S B U S I N E S S S O L U T I O N C O N C E P T U A L F R A M E W O R K 2 | Sofia Pudjiasti | 2019
- 3. INTRODUCTION Coworking Space Growth ”As much as 60% of the business or economy in the city of Bandung is filled by young entrepreneur, especially in the scale of small medium entreprise (SMEs)” – Ridwan Kamil, 2017 – 3 | Sofia Pudjiasti | 2019
- 4. COWORKING SPACE KNOWLEDGE PROFESSIONALS OFFICE WiFi 4 | Sofia Pudjiasti | 2019
- 5. COWORKING SPACE BANDUNG IN 5 | Sofia Pudjiasti | 2019
- 6. was founded to provide a space for the creative community to work, connect, and collaborate. A HOME for aspiring and practicing entrepreneurs, freelancers, startup companies, social initiative or anyone in between A HUB for networking and collaboration opportunities that will result in positive socio-economic impact in the community and beyond. 6 | Sofia Pudjiasti | 2019
- 7. L O C A T I O N CO&CO Dipatiukur 5, Bandung CO&CO Cipaganti 138, Bandung 7 | Sofia Pudjiasti | 2019
- 8. 0 5 10 15 20 25 30 35 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Resident Community 10 Days 5 Days Daily Pass 6 Hours 3 Hours Meeting Room BUSINESS ISSUE 8 | Sofia Pudjiasti | 2019
- 9. RESEARCH OBJECTIVES To know the condition of CO&CO Coworking Space Internal and External Factor To proposed the right digital marketing strategy to the market To Identify the step to execute digital marketing for CO&CO Coworking Space 9 | Sofia Pudjiasti | 2019
- 10. CONCEPTUAL FRAMEWORK Background Internal Analysis External Analysis SWOT Analysis TOWS Matrix Root Cause Proposed Solution Implementation Plan STP, Marketing Mix PEST, Porter’s 5 Forces, Competitor Analysis 10 | Sofia Pudjiasti | 2019
- 11. STP Female 43% Male 57% Gender 15-20 6% 21-25 26% 26-30 32% 31-35 18% 36-40 18% Age Business Development 19% Design 8% Freelancer 5% Private Employees 14% Student 3% IT 19% Admin & Marketing 8% Community 24% Occupation Segmentation Description Geographic Region : Bandung Density : Urban Demographic Age : > 19 years old Sex : Male, Female Social Classes Occupation : Web developer, IT, Design, Business development, Finance, General, Fintech. Education : Senior High School, Bachelo’s Degree, Master Degree Income : IDR 2.000.000 – 50.000.000 Psychographic Lifestyle : Hard Working, Digital lifestyle Personality : Socialize, Active, Humble, Extrovet, Introvet, Creative, Iniative, Explorer. Behavioral People who wants to : start a business, needs a place to work, build a community, need relation. Segmentation INTERNAL ANAL YSIS 11 | Sofia Pudjiasti | 2019
- 12. INTERNAL ANAL YSIS Targeting STP Positioning Targeting Description Geographic Region : Bandung Density : Urban Demographic Age : 18 – 40 years old Sex : Male, Female Social Classes Occupation : Entrepreneur, Employeee, student, Business Development. Education :Bachelor’s Degree, Master Degree, Doctoral Degree Income : > IDR 1.500.000 Psychographic Lifestyle : Socialize , Up to date. Personality : Gregarious , Interest, Influencer. Behavioral People who wants to do something in center of Bandung with comfortable place to get networking , need place to work, and developing the business. to develop communications and activities through a coworking space which offers an environment where community, collaboration and a creative mindset is part of the work life. It is a place where talented people in creative and digital industry gather to develop a better working ecosystem and create positive impact for Indonesia. 12 | Sofia Pudjiasti | 2019
- 13. Product | Promotion | Place | Price | People | Physical Evidence | Process Marketing Mix Product | Promotion | Place | Price | People | Physical Evidence | Process Access Monthly Resident Community Office Daily Flex 10 Days Flex 5 Days Daily Pass Hourly 6 Hours 3 hours Meeting Rooms Events Rent Package : Based on Access Public Space ( Hot desk, Event Space ) , Private Spaces ( Dedicated desk, Private Office Spaces ), Common Area ( Meeting Room, Idea Room, Self-service Pantry, Outdoor Garden, Outdoor Balcony ) Product INTERNAL ANAL YSIS 13 | Sofia Pudjiasti | 2019
- 14. Marketing Mix Product | Promotion | Place | Price | People | Physical Evidence | Process Total Followers Number of Post Engagement Rate Number of Interactions Online: Website, Twitter, Facebook and Instagram Offline: Poster, Flyer and Offering Latter. Promotion INTERNAL ANAL YSIS
- 15. Marketing Mix Product | Promotion | Place | Price | People | Physical Evidence | Process CO&CO Coworking space 1 : Jl Dipatiukur No. 5 CO&CO Coworking Space 2 : Jl Cipaganti No. 138 Place Hourly : start from IDR 50.000 Office : start from IDR 3.500.000 Daily : start from IDR 100.000 Event : start from IDR 1.500.000 Monthly : start from IDR 850.000 Meeting Room : start from IDR 150.000 Price INTERNAL ANAL YSIS 15 | Sofia Pudjiasti | 2019
- 16. Marketing Mix Product | Promotion | Place | Price | People | Physical Evidence | Process Management team : Finance,Business Development and General Manager Staffs : Host, Care taker, Security and Operation People CO&CO blend materials coming from nature , natural heritage , there are some wooden and rattan chairs, plants are always visible in every spot, and earth tone colour combinations. Physical Evidence Begin with place an order to host, host give the form registration to fill in by customers, customer choose the package, host give the bill, customer pay the bill to get internet access, customers stay, prepare for checkout and ended up with leave CO&CO. Process INTERNAL ANAL YSIS 16 | Sofia Pudjiasti | 2019
- 17. PEST EXTERNAL ANAL YSIS 2016 Indonesia’s creative economy GDP has increased from Rp. 525.96 trillion to Rp. 852.24 trillion on an average increase of 10.14% per year, seeing this potential BEKRAF held a Coworking Indonesia association that held in CO&CO from 19 to 21 May 2017. Both coworking spaces and local governments share similar goals in terms of community development, job creation, and the growth of small businesses . Establisment of Bandung Creative Hub. Cloud computing is allowing more mobile computing and collaboration between professionals across various industries. Change the way people work. Coworking space may project a negative image such lack of privacy and be seen as merely a lifestyle choice rather than a professional place of business POLITICAL ECONOMIC SOCIAL TECHNOLOGY 17 | Sofia Pudjiasti | 2019
- 18. EXTERNAL ANAL YSIS PORTER’S FIVE FORCES 18 | Sofia Pudjiasti | 2019 mostly of people in Bandung know cafe better than coworking space. HIGH HIGH Lack of star tenants who joined coworking space HIGH In Bandung many cafes use their room facilities to be coworking space HIGH mostly student and employee spend their time at café to eat and also do their work while chatting casually with their friends HIGH There are numerous coffee shops and generic office spaces available for potential customers
- 19. EXTERNAL ANAL YSIS COMPETITOR ANAL YSIS Marketing Mix Product Coworking Space Coworking Space and Café Operational Hours Mon – Friday : 8 am – 8 pm Saturday : 10 am – 3 pm Sunday : Closed Operational Hours : 24 Hours Price Start from IDR 50.000++ Start From IDR 60.000++ Place Central Bandung Central Bandung Near Campus area, Culinary, Shopping Center. Near Campus area, Culinary, Shopping Center, famous street. Promotion Sales Promotion : Daily pass, seasonal discount, Student discount. Sales Promotion : Student discount, daily pass. Advertising : Instagram, Facebook, Twitter Advertising : Instagram, Facebook, Twitter Marketing Mix People management team (finance, Business Development & General Manager), Host staffs, Care Taker Staffs, Security Staffs and Operation Staffs. management team (sales, marketing, accounting, finance, human resource), waiter staffs, security staffs, cleaning service staffs, kitchen staffs, and bar staffs. Physical Evidence Public Space ( Hot desk, Event Space), Private Space ( Dedicated desk, Private office ), Common Area ( Meeting Room, Idea Room, Self Service Pantry, Outdor Garden, Outdor Balcony. Main Area, Meeting room, Event Space, Games Room, Café. Homy, Rustic, Classy Modern theme, industrial, artsty Process Stay via Walk in Booked Stay via Walk in Booked
- 20. EXTERNAL ANAL YSIS COMPETITOR ANAL YSIS 24 hours for members who want to use the space Having game room to pampering the member What is better at Having more varied promotions offered to attract customers What is better at 20 | Sofia Pudjiasti | 2019
- 21. SWOT ANAL YSIS • First mover • Good Rating • Strategic Location • Networking • Good atmosphere • Fluctuating Sales Growth • Limited rooms • Offline Booking • Unfamiliar concept of coworking space • Easy replicated by competitor • Low engagement of social media • Repeated membership purchase • University engagement • Cooperation with BEKRAF • The rapid growth of competitors in Bandung • Café that provides a desk and internet • Easily imitated 21 | Sofia Pudjiasti | 2019
- 22. ROOT CAUSE • Social Media are not fully engaged with customer • Coworking is a new-comer Industry • Potential customers are unfamiliar with Coworking Space concept • There are unstable sales growth • There are many substitutes 22 | Sofia Pudjiasti | 2019
- 23. TOWS MATRIX SO Strategies WO Strategies SO (1) Comprehensive Social Media Campaign SO (2) Holding an Event in Collaboration with BEKRAF WO (1) Research and Development about Coworking industry in Bandung WO (2) Create Interactive content by utilizing existing features WO (3 ) Create membership program. WO (4) Using Instagram ads as media promoting ST Strategies WT Strategies ST (1) Create Public Relation marketing strategy ST (2) make a seasonal promotion WT (1) Sales Promotion using influencer to educate and explain about benefit work in coworking WT (2) Improve the facility and system. 23 | Sofia Pudjiasti | 2019
- 24. Marketing Types of Resource Social Media Instagram, Facebook, Twitter, and website Admin social media 2 Persons Content makers 2 Persons Budgeting promotion Max 1 mio / month Reputational First mover Industry coworking space in Bandung Social Media Image From 4 social media ( Instagram, twitter, facebook, and website ), only using Instagram as the main promotional media with low engagement with customers or followers. PROPOSED SOLUTION 24 | Sofia Pudjiasti | 2019
- 25. PROPOSED SOLUTION - Spread the information about Concept of Coworking space -Utilize content that get most engagement -Scheduled Content Photo shoot -Trademarks Photo -Feed Arrangement Comprehensive Social media Campaign Make a seasonal promotion through Instagram - Ramadhan’s month, 10.10/11.11/12.12 , National day Promo ( Independence Day ) Create Interactive Content by utilizing existing features -Using Instagram Ads as media promotion -Call to Active on Instagram with Trivia or Fun Fact -Giveaway 25 | Sofia Pudjiasti | 2019
- 27. T H A N K Y O U
- 28. Designed by :
Editor's Notes
- Coworking spaces are shared workplaces utilized by different sorts of knowledge professionals, mostly freelancers, working in various degrees of specialisation in the vast domain of the knowledge industry. Practically conceived as office-renting facilities where workers hire a desk and a wifi connection these are, more importantly, places where independent professionals live their daily routines side by side with professional peers, largely working in the same sector a circumstance which has huge implications on the nature of their job, the relevance of social relations across their own professional networks and ultimately their existence as productive workers in the knowledge economy.
- CO&CO was founded to provide a space for the creative community to work, connect and collaborate. We aim to a home for aspiring and practic- ing entrepreneurs, freelancers, startup companies, social initiative or anyone in between; a hub for networking and collaboration opportunities that will result in positive socio-economic impact in the community and beyond. Our offer is simple and we call it COME : Coworking (a shared workspace encouraging collaboration between members, SMEs and corporations), Office Space (private office that tenants call their second home), Meeting Space (a convenient place for meet-ups and brainstorming) and Event Space (a platform for idea sharing and sparking up discussion). We aspire to help people from different professions, generation and communities, collide and spark innovation. Community & Collaboration is our values, thus the name CO&CO. Since our inception, late 2012, the name CO&CO was derived from the words Community and Collaboration, which are the values we adhere to. By 2014 we were fortunate to have our first space right in theheart of Bandung
- POLITICAL = The coworking industry has several implications that local city governments have taken notice of. Both coworking spaces and local governments share similar goals in terms of community development, job creation, and the growth of small businesses . This Initiative has an impact on the development of startup , Ridwan Kamil as Major of Bandung city believed that with the presence creative industries in the city of Bandung, it will provide great opportunities for creative economic growth ( Pikiran Rakyat, 2017 ). Many coworking spaces, Such us Bandung Creative Hub are operated as not-for-profit organizations with various forms of support from government, such as subsidized space and funding grants for new startups. This resulted in an opportunity for coworking industry to get the target market that was expected. ECONOMIC = Bandung, now one of the most creative cities in Indonesia ( Bekraf, 2017 ) in which to live, has many challenges that businesses must address. Previously in Badan Pusat statistic in 2016 Indonesia’s creative economy GDP has increased from Rp. 525.96 trillion to Rp. 852.24 trillion on an average increase of 10.14% per year, seeing this potential BEKRAF held a Coworking Indonesia association that held in CO&CO from 19 to 21 May 2017 , this activity was attended by 100 people which are owners, operators, and activitsts of coworking space Indonesia, supported by BEKRAF which also focused on the growth of the economy creative industry. (Bisnis .com , 2017 ). The result of Coworking Indonesia association is the attendees can get to know each other and they exchange business card for cooperation purposes until now there has only been a collaboration on sharing business developments. SOCIAL = From a social perspective, coworking started out as movement that literally changed the way people work. The shift has primarily been away from the traditional, corporate office environment. Freelance workers and small business owners still may not be taken seriously in the professional industry. Coworking space may project a negative image such lack of privacy and be seen as merely a lifestyle choice rather than a professional place of business. Furthermore, the encouragement of social connections and knowledge sharing may not always go smoothly if individuals cannot function together or simply compete against each other . TECHNOLOGY = Cloud computing is allowing more mobile computing and collaboration between professionals across various industries. It is among the key industries drivers that have helped facilitate faster information transfer, reduce small business costs, and grow the entire coworking industry. For mobile workers and freelancers the ability to access data and information from anywhere with an Internet connection has greatly increased the ability to work anywhere. While technology has helped mobilized workers, it could potentially make coworking space unnecessary. The increasing ability to be mobile may deter potential customers from committing to a dedicated workspace. It this happens, the business may need to redesign the layout of the coworking space to accommodate higher level workers unwilling to make a long term commitment to a coworking space.
- Presented by Sofia Pudjiasti Designed by: Dio Sundoro Copyright IG: @diosundoro @liopc . Do not reuse the design All the reproduction of design should be authorized by Dio Sundoro