Eduardo Forte discusses how coworking space betahaus grew its community in Barcelona from 0 to 200 members in less than two years. He explains that they focused on shaping the space and community experience over specific amenities. Key strategies included hosting an intensive hackathon called "The Beta Challenge" that brought the community together to collaboratively build an app, and mixing marketing with the community by having members describe their experience at betahaus. The talk concludes with a Q&A.

1. @edu_forte - @betahausbcn
Positioning and Marketing: the
workplace as a hospitality
service and a business enabler.
(or how to make money with your community)
By Eduardo Forte
Betahaus - CoFounder

2. @edu_forte - @betahausbcn
Hi,
I’M EDU FORTE
• Lawyer
• Master in Management for SME’s
• Co-Founder&CMO at betahaus|BCN.
• Co-Founder at ForteCros&Partners
• Co-Founder at Spacebee.com
• New Business Development Expert.
• Communication Strategy Ninja.
• Photographer
• Professional Vouyeur

3. @edu_forte - @betahausbcn
Website: www.fortecros.com
Instagram: eduforte
Twitter: @edu_forte
Linkedin: Eduardo Forte
Every day at betahaus | BCN

4. @edu_forte - @betahausbcn
“A social workplace for the
new coworking class”

5. @edu_forte - @betahausbcn
We’re a Swiss Knife
for any project.

6. @edu_forte - @betahausbcn
Berlin (2009)
+500 members

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Hamburg (2011)
+350 members

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Sofia (2012)
+150 members

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Barcelona (2013)
+200 members

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WE'RE MOTIVATED
TO BE DIFFERENT
IN PART BECAUSE
WE'RE DIFFERENT

20. @edu_forte - @betahausbcn
HOW WE TURN TO BE
AN UNKOWN SPACE IN
BCN TO GET 200
MEMBERS IN LESS THAN
2 YEARS
BACKGROUND

21. @edu_forte - @betahausbcn
FIRST 100
MEMBERS
ARE THE MOST
IMPORTANT
(they shape your community)
STARTING POINT

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SHAPING YOUR
SPACE IS SHAPING
YOUR COMMUNITY
STARTING POINT

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OPEN MINDED
INTERNATIONAL
PASSIONATE PRO’S
Community
WHAT WE WANTED?

24. @edu_forte - @betahausbcn
THE BETA FAMILY
WHAT WE CREATED

25. DAUGHTER
MUM

26. SISTER
SISTER
MUM

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SPACE
€
Prospect
SHAPING SPACES & COMMUNITIES
COMMUNITY

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Don’t focus on the
Tables & Chairs
FOCUS ON THE
EXPERIENCE
SHAPING YOUR SPACE

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1º FLOOR
Borrowed(stolen)
Desks&Chairs

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Members Summit

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GF - CAFÉ
Testing Sizes
and Shapes

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3º FLOOR
Improved Best
Cafe’s Table

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2º FLOOR
Member Needs
+Trying new things

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4º FLOOR
Looking for a
Design Partner

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Allow (almost) everything
and…
SHUT UP & LISTEN
SHAPING YOUR COMMUNITY

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THE BETA
CHALLENGE
EXPERIENCE
SHAPPING YOUR COMMUNITY

38. @edu_forte - @betahausbcn
What could happen if we
lock indoors 50 creative
freelancers from Barcelona
for a weekend?
THE BETA CHALLENGE

39. @edu_forte - @betahausbcn

40. @edu_forte - @betahausbcn
iOS App
Designed & Built
in just 2 Days

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Fromto is a new, unique
Barcelona city guide - from the
members of the "Betahaus" co-
working space, to anybody who
finds themselves in Barcelona.
THE BETA CHALLENGE

42. @edu_forte - @betahausbcn
“We need coders,
designers, marketing
geniuses, musicians,
illustrators, animators,
entertainers, etc.
WHATEVER you can
do, we definitely need
you on the team”.
THE BETA CHALLENGE

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BRAINSTORMING

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THE BETA CHALLENGE

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SATURDAY
10:30am

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OBJECTIVES
Keep it simple
Learn something new
Be Creative

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DESIGN CONTENT
THE BETA CHALLENGE

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CODE MKT
THE BETA CHALLENGE

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DIARY ROOM

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GUITAR HERO

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PROMO VIDEO

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4:29am
Online
App!
THE BETA CHALLENGE

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50 Passionate People + Free + 2 days
VS
6 People Team + 150K€ + 4 months
THE BETA CHALLENGE

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We’ve been
featured 2 major
newspapers
THE BETA CHALLENGE

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So, What’s Next?
Mixing your
MKT with your
Community

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OUR COMMUNITY
IT’S 100% INVOLVED
IN OUR MKT
ACTIONS
MIXING MKT WITH COMMUNITY

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DON’T SPEAK
ABOUT YOU.
SPEAK ABOUT
THEM
MIXING MKT WITH COMMUNITY

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WE ASKED OUR
MEMBERS:
How does Betahaus
Feels?
MIXING MKT WITH COMMUNITY

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Thank you!
+QA
……………….
Linkedin: Eduardo Forte
Instagram: eduforte
Twitter: edu_forte
Website: www.fortecros.com