Serebro Lab. Coworking in Russia - way to success.

I N T E L L E C T U A L L A B O R A T O R Y

COWORKING IN RUSSIA — WAY TO SUCCESS

Presentation theses

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1. HISTORY OF COWORKING IN RUSSIA

start point: crisis 2008

Crisis 2008 Companies downsize and cut down expenses on renting offices. Thus laid offs became freelancers and owners faced the problem of lack of lessees.

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1.1. FIRST WAVE 2008 — 2011

(target audience, reasons of falling)

• Coworking became solution to all.

• Cheap shared offices and space

for major companies ex-workers.

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1.1. FIRST WAVE 2008 — 2011

Because the market wasn't ready for this new format: • wrong location, • no marketing, • not good connection

with the target audience.

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1.2. SECOND WAVE 2011-2013

(target audience, reasons of rising)

Founders put a special stress on creative space and developing community where specialists can meet and share their ideas.

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1.2. SECOND WAVE 2011-2013

(target audience, reasons of rising)

Main target audience - freelancers and start ups.

Those who look for a shelter from noisy home spaces,

escape isolation and search cheaper renting offer

for starting business.

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2. COWORKING MARKET SHAPING KEY FACTORS

• many empty premises (ex factories, industrial zones)

• venture capital market development — it leads to appearing many start ups which need small comfortable and cheap place for team work

• increasing number of freelancers • increasing number of high professionals from top companies who may work

distantly • growing mobility of intellectual workforce which is ready to cross over borders

and change their modus vivendi • many companies abandon image making factors which used to push them to

rent 'prestigious' offices and now prefer functionality to poshness

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3. PROMOTION CHANNELS

Internet marketing

PR (mass media

coverage, events)

Context ads (Yandex Direct,

Google AdWords)

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4. INVESTMENT PACKAGE

Average amount of investment in the project:

Around20 400

million Rubles thousand Euro

~

Payback period — 3 years

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5. AUDIENCE PROFILES AND TYPES OF COWORKING AREAS IN RUSSIA:

Secluded office rooms

Art space, redesigned factory

VIP format

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6. RUSSIAN FREELANCERS — MAIN TARGET AUDIENCE

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6.1. RUSSIAN FREELANCERS. WHO THEY ARE?

• Those who want to control their time.

• Those who want to save time for other activities

other than doing nothing in traffic jams

and be a sardine in a public transport barrel in rush hours.

6.1. RUSSIAN FREELANCERS. WHO THEY ARE?

According to our poll (573 respondents throughout Russia)

43 52

Freelancers work more — 52 working hours per week in comparison with 43 standard office time.

59% 69%

Most popular work time — evening.

18.00 – 21.00

21.00 – 24.00

600 – 2 200

Euro

Income per month

Freelancers feel happy and are not going back to office work model.

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6.2. POTENTIAL FOR GROWTH

Why is potential so high?

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Home Coworking

+ - + -

free Other family members do not understand the nature of distant work and disturb (46%) as well as push freelancers to do housework (40%)

No family around Monthly/ day fee

Hard to concentrate (43%) Quiet spaces

Lack of communication (?) Community on the same wavelength

Lack of gadgets Fully equipped including presentation equipment

Hard to arrange a face to face meeting with importants clients (fuss about finding the right place with no music, relaxing atmosphere, location etc.)

Easy to arrange any business meeting in a separate area with all technical means

If you are a small enterprise it's hard to find extra space for keeping all docs

Almost every coworking provides you with storage room and also safe on request

Events, educational courses, vocational courses

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However at the present moment

43% have no idea

And what's more interesting that among those who do not go to

coworkings

what it is like.

only 12% of target audience use coworkings.

Why is potential so high?

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Why freelancers prefer to work out?

15%

7%

13%

15%

22%

27%

Found nothing attractive about coworkings

Appreciate well equipped work place

They are happy that nobody disturbs them when working

Stand for staying at home and coworkings and similar format zones are not that attractive

These places are better to make business meetings and team chats

They like to change environment

Source: Serebro Lab, independent poll

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What do you do as a freelancer? What's your main job?

14%

2%

2%

4%

6%

9%

10%

12%

15%

26%

Other jobs

Audio/Video

Engineering

Photo

Translation

Programming

Advertising/Marketing/Consulting

Copywriting

Site development and support

Graphics/Design

Our poll included such interrogations as Freelancer specialization


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How satisfied are freelancers with their job?

1%

7%

18%

42%

32%

Not satisfied at all

Probably not satisfied

Partly satisfied

Probably satisfied

Totally satisfied


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How satisfied are freelancers with their income?

6%

18%

31%

33%

11%

Not satisfied at all

Probably not satisfied

Partly satisfied

Probably satisfied

Totally satisfied


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Russian coworkings are open in major cities with high

business activity. 11 are located in Moscow.

4 — in Saint Petersburg.

Nevertheless coworkings become spread over other regional

cities such as Kazan (Workbox and Clever),

Novosibirsk at ex factories, Kirov, Yekaterinburg and others.

Location

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In Russia small businesses grow as well as the number of freelancers (now around 500 thousand). Major companies look for better opportunities to cut down expenses on renting and stuff. As a result they allow more and more their employees to become distant workers or hire small teams for short term projects. Thus coworkings get more and more interesting for developers who are very likely to make investments in this branch of commercial property business.

Coworkings — a gold vein for investment

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Meanwhile in spite of high potential demand

(500 thousand freelancers VS less than 30 coworkings VS 2 mln small and medium size businesses) And it means that by implementing the right marketing strategy developers will surely find a gold vein in coworkings.

Coworkings — a gold vein for investment

the market is almost empty.

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THANK YOU FOR YOUR ATTENTION

Serebro Lab promise

Future is fully bright

I N T E L L E C T U A L L A B O R A T O R Y

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Serebro Lab. Coworking in Russia - way to success.

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