Don’t Sell to Babies
Babies don’t have money, so it doesn’t make sense to sell or market to them, at least not if you’re expecting dollars in return.
Similarly, it never makes sense to market to organizations that are pre-revenue or pre-funding. Don’t waste your time throwing events for people who are looking to start businesses or for people who are thinking about quitting their jobs to become freelancers.
Similarly, there are a lot of consultants and coaches who attempt to sell to people that are bootstrapping. Does it make sense to sell somebody $100/hr-consulting on how to launch their project or space when all their money ought to be going to building a runway? I don’t think so.
This is why I offer free consulting. I’m not selling to coworking spaces. That’s not how I make my money.
Similarly, as a coworking space, you shouldn’t be trying to persuade the guy who walks in with an idea that he should spend $300/mo on a shared space membership because the community will help him build his project (they won’t).
Instead, sell to the people who have money. Sell to the startups with funding. Sell to the freelancers who have clients.
In other words, a parent doesn’t walk up to their baby and say, “I’ll teach you how to be a person, but it’s going to cost you.”