The Clubhouse Canvas
There are many different ways to think about co-living and co-working spaces. One framework is what I’ve loosely called the “Clubhouse Canvas”.
This breaks an offering down into the four C’s of concrete, commerce, community and culture; and is particularly relevant if you are looking to build something that stands out, commands a premium and drives revenue beyond the four walls.
Concrete
Concrete is all about the tangible - the size; location; type of space; the amenities; capacity; style and guest experience. Being clear on this and how it compares to the competition is obviously a basic place to start.
Commerce
Commerce is all about the customer journey - the discoverability and how people find your space; what happens when they want to learn more, book a tour or sign up; branding; packaging; pricing and the final purchase experience.
Community
Community is all about the members - who are you looking to attract; what industry; how big is the market; who are your ambassadors or stakeholders; what is your occupancy; frequency of use; what do they give and get.
Culture
Last but not least, culture. This is all about building social capital. The purpose of your co-space, beyond space; the programming on offer; content; cadence; quality of events; approach to charging for them; attendance and more.
Gathering data on all these and mapping them can be super helpful. Then, stepping back, ensuring all four align into a coherent clubhouse offering for your audience is key.
So is understanding how you compare to your competitors and comparators in each of the 4 C’s and as a combined offering. I would therefore suggest doing the same for the top 5 to 10 co-spaces you admire or more importantly… your target market does.
That way, aiming for alignment and standout, you can quickly see the levers you need to pull, both short, medium and long term to build a successful clubhouse for your community.
Here is a link to a simple audit sheet you can use for your own co-space and as part of a competitor audit. Hope it helps.