Working Anywhere

WeWork and Regus Both Need An Affiliate Model

When it comes to co-working spaces WeWork is the elephant in the room. They are the giant. The monster. The leader far and away. About the only organization that can compare, albeit with a different goal and model, is Regus, perhaps the first mover in the world of co-working. But both have gaps in their location maps, which in turn presents opportunity for others to fill the gaps.

Over the past few weeks as I've been leading a nomadic life of sorts, I've realized that both co-working companies lack any type of affiliate model, so while I have memberships with both, it's often been my discovery that their isn't a location for miles and miles, sometimes even no location at all in some states in the case of WeWork.

Unlike the gym and workout world that developed an affiliate membership model early on, in the case of the two giants, its all or nothing. But the digital nomad isn't going to always end up where WeWork or Regus are located, which is why models like those from Croissant , the League of Extraordinary Co-working Spaces (Lexco) and CoPass all are ahead of the game. They function much like traveler lounge leader Priority Pass does, where you join the "club" and get access to all the rest, sometimes free and sometimes for a daily rate.

Now here's a thought. If I was running the Centurion Lounge Program for AMEX, I'd quickly work out deals with Regus, WeWork and CoPass, and extend mutually beneficial access rights (as long as the member has an AMEX card) and immediately expand the footprint of the Centurion Lounges.

Co-working facilities need an affiliate model...no one company can be everywhere, and given how the concept is past taking off, it's time to go beyond land and expand, and simply give members one more reason to stay members.

Starbucks: One Place to be Working Anywhere

When Starbucks first arrived on the scene I’ll admit I was a bit late to the party. When it came to coffee I was more of an after a meal coffee person, not a coffee addict. In reality, it was Wi-Fi that got me hooked on Starbucks. I would spend time locating the Wi-Fi locations that in their day were powered by T-Mobile and take the tiniest of laptops I had, and even some Wi-Fi enabled phones, and do all I could to work from a Starbucks.

Along the way I quickly learned that Starbucks was not really ready for Wi-Fi or what would become “Conference Room S.” They didn’t have enough tables for co-working, nor did they have enough power outlets. While that may still be an issue is some older locations that have not been updated, I have to say, if any company has embraced the Anywhere Worker concept of where people can be Working Anywhere it has been Starbucks. And if any company missed the mark in keeping that cultural workplace shift, and is now playing catch-up, it was T-Mobile who had the real estate, and as Machiavelli wrote in “The Prince,” so well, “Territory establishes control.”

And now that T-Mo and Sprint are merging, Wi-Fi installed in all of their locations would have made Starbucks even more essential to the Anywhere Worker. But I digress. Starbucks to me has always been the McDonalds of coffee. They nailed the concept of consistency early on, giving customers a uniform experience all over the nation, and now around the world. Even more so, Starbucks has really grasped the concept of being the place people meet. It can be for a catch up, for a first date, for a short, informal business meeting or even where students of all ages meet and gather to work together. While Regus and WeWork may be the “co-working” hubs of many, Starbucks, like libraries has been the co-working spot of choice of so many for so, so long.

Like McDonalds, Starbucks has embraced the concept of the drive through. Over the past week, I have sat inside many a Starbucks as I have gone on the road, taking my restored sports car for a spin….a long one at that, and as I have watched first hand, the drive throughs are Starbucks boldest and best move yet. While the mobile app lets you order and pick up, the drive through phenomena is really interesting.

Just as when Starbucks first went with Wi-Fi, they’re still learning. The number of staff focused on mobile often leaves the inside the coffee shop line waiting to place their order or receive it in many high volume traffic locations.

So, while the drive through is high on convenience, it’s often low on speed, especially if you use the Starbucks app while heading to your favorite location.  Yes, you can order on your mobile, time your arrival, and be sitting in line while someone ahead of you orders their fresh milk, double shot, mocha, cappuccino, extra foam, cinnamon and extra something, while all you ordered was a double shot espresso and a bagel. McDonalds this past year solved the long wait vs. short delivery time and regular drive through order, with a waiting area for those who have more challenging, larger or more complicated orders.

When Starbucks does that, they will have perfected the drive through and pick up the order experience. But, until then, the lines will grow, and the experience will only get better…...

Co-Working In Unique Places: Libraries

As a child I would go to the library often with my dad. Back then, the library was like being in a house of worship. Silence was the golden rule. Sure there were a few places where people could talk but those were few and far between. That said, when I was in high school, the Northeast Regional Library was where high school class groups would usually meet up to work on projects together. Little did I realize I was co-working in the 70s in a co-working space.

Fast forward to today, the public library may be the lowest cost co-working place around.