Coworking future? The Cowo presentation at the European Coworking Congress, Bruxelles, 19-20 Nov 2010.

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Bruxelles, 19-20 November 2010, by Massimo Carraro and Mattia Sullini

The future of coworking?7 Cowoideas.

(Some of which we’ve seen happen, already).

A presentation by

Massimo Carraro, founder of the Cowo® networkMattia Sullini, coworking space owner in Florence, Italy

lunedì 15 novembre 2010


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In the future, coworking...

...will exist in most companies, giving purpose and meaning to idle spaces.



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Case study: the 47 coworking spaces by Cowo.Started in February 2009, in less than 2 years Cowo has brought to coworking 47 companies

(small and medium-sized, in all fields of activity) all over Italy.

This was done in our spare time, working without budget, and through the web only.

We have found that there’s enormous demand for:

- loose collaborations- human sharing experiences

- sustainable business (where money comes 2nd, and relationship 1st)- purpose-oriented networking

Coworking can be the platform for all this, to the great advantage of:

- coworking community- startups ecosystem

- nomad workers



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...will be free during major events.




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Case study: free coworking during Milano Design Week, april 2010.

During the world-renowned Milan Design Week of 2010, Cowo has offered free coworking in 2 Milan spaces,

to offer the benefits of coworking to journalists, visitors, professionals who came to visit the most sought-after design production of the world.

Coworking has supported the kermesse providing:

- space- connectivity

- networking possibilities

Take-out for Cowo:

- lots of new prospects- reinforced interest towards coworking

- more networking for the existing Cowo community



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...will serve as marketing platforms for selected products and services,

addressing the peculiar (and hardly reachable) nomad workers’ target.




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Case study: the marketing book distributed through Cowo spaces.The founder of Cowo published a marketing book in early 2010.

The first presentation was made through +30 coworking spaces throughout the country, providing:

- word-of-mouth among the coworking community- connections for future personal presentations

- one marketing workshop

...and what about technology and telecommunication products?



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...will be public and free, in every city.




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(No case study here, yet).

We do know our friends at LaCantine, in Paris, have a participation from the Mairie de Paris.

So, why shouldn’t we have a free coworking in every City Hall, in every major airport, in every hospital?

Very low investment + high media attention = high return on votes... any politician in the building?



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...will be paid with talent.



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As easy as that:As we write this, someone is writing code for Cowo, and will be paid with deskspace.



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...will be used for communication purposes, such as to liven up an office furniture

showroom.




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Case study: Cowo coworkers actually working inside showroom.Some of our coworkers accepted to work in the showroom of Lago office furniture, providing to create a live and ‘real’ atmosphere inside the showroom.

The event lasted one week and produced:

- media attention- meaningful connection with the company, for all coworkers

- interesting product feedback by qualified professionals- free workspace for whoever volunteered



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...will give birth to online communities which will work as job marketplaces.




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Case study: the NomadWork social network.

People from 20 countries are joining an online community focused on working and coworking.

They are free to introduce themselves together with link to their website, news about themselves, professional bios etc.

Of course everyone can connect to each other, and network for whatever purpose they like, including marketing themselves.



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Thank you for being part of such a great community!

coworkingproject.comnomadwork.ning.com

Massimo [email protected]

Mattia [email protected]


mailto:[email protected]




Coworking future? The Cowo presentation at the European Coworking Congress, Bruxelles, 19-20 Nov 2010.

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