Presentation given at Coworking Spain Conference 2016 by Gunes Kocabag

1. How to ignite a community
Coworking Spain Conference, Barcelona, 2016
Gunes Kocabag, Senior Associate, Claro Partners

2. Share
your
thoughts?
@claropartners
#CwSC

3. WHO
WE
ARE
Claro
Partners
is
an
interna9onal
business
innova9on
and
service
design
firm.
We
make
sense
of
disrup9ve
shiBs
in
business
and
society
to
develop
new
market
opportuni;es,
strategies
and
business
models.

4.
We
deliver
business
innova9on
and
service
design
in
the
context
of
disrup9ve
shiBs:
Access
Services
enabled
through
networks
Micro-­‐enterprises
Autonomy
in
Alignment
Ownership
Services
delivered
by
companies
Large
corpora;ons
Hierarchy
and
control
Request our point of view paper on each of
these topics at POV@claropartners.com

5. Co-­‐working
is
not
about
shared
office
space…
it’s
about
the
future
of
doing
business.

6. New
lifestyle,
values
and
behaviours
New
social
expecta;ons
and
values
about
both
companies
and
employment
New
capabili;es
to
get
things
done
independently
New
balance
of
economies
of
scale
vs.
economies
of
small
The
future
of
doing
business
will
be
dras9cally
different
We
need
new
organiza9onal
design
for
a
new
dynamic
reality

7. “I
don’t
want
people
telling
me
what
to
do,
I
want
challenging
tasks,
I
don’t
care
about
money
as
long
as
I
get
paid
enough,
and
I
want
equity.”

8. “We’re
hired
to
constantly
be
looking
around
for
the
most
valuable
work
we
could
be
doing”.
Valve
employee

9. A
new
model
of
work
/
EMPLOYER
/
COLLEAGUES
/
SPACE
/
TIME
/
TASKS
You
choose
your…
/
METHODS
Co-­‐crea;on
and
exchange
of
value
You
don’t
work
in
a
silo…
/
SHARED
CONTEXT
/
SHARED
PURPOSE
/
SHARED
VALUES

10. A
system
where
value
is
co-­‐created
and
exchanged
in
a
distributed
way
by
a
network
of
par;cipants.
• CollaboraAve
consumpAon
• Sharing
economy
• On-­‐demand
economy
• P2P
services
• Access
economy
• …
Value
Exchange
Networks
(VXNs)

11. 46
Stakeholder
interviews
39
Expert
interviews,
plus
secondary
research
99
Ethnographic
sessions
Collabora;ve
and
individual
workshops
with
the
par;cipa;ng
companies
The
basis
of
our
thinking:
two
6-­‐month
global
open-­‐innova9on
projects
Business
Perspec;ve
+
People
Perspec;ve
+
Systems
Perspec;ve
USA
BRAZIL
UK
CHINA
INDIA
SPAIN
JAPA
N
DENMARK

12. SKILLS
CONNECTIONS
KNOWLEDGE
RESOURCES
Value
Exchange
Networks
are
based
on
exchanging
value
in
networks

13. Value
Exchange
Networks
differ
from
tradi9onal
business
on
several
levels
TRADITIONAL
BUSINESSES
CONTROL
Command
and
control
chain
Diffusion
of
control
VALUE
CREATION
Centralised
value
crea;on
Decentralised
value
co-­‐crea;on
LABOUR
EFFICIENCY
Aims
at
efficient
labour
use
Redundancy
and
flexibility
of
roles
RESOURCES
Resource
alloca;on
Resource
a]rac;on
REWARDS
Monetary
rewards
Non-­‐monetary
rewards
GROWTH
Planned
growth
Network
effects
ACCOUNTABILITY
Clear
role
responsibili;es
Diffusion
of
responsibility
VALUE
EXCHANGE
NETWORKS

14. Coworking
as
a
Value
Exchange
Network
A
system
where
value
is
co-­‐created
and
exchanged
in
a
distributed
way
by
a
network
of
parAcipants.

15. How
can
we
design
a
co-­‐working
space
as
a
value
crea;on
network?
A.K.A.
How
to
ignite
a
community?

16. How
to
ignite
a
community
Enable
and
facilitate
rela;onships
among
your
users
Ask
the
two
key
ques;ons
Consider
all
values
exchanged
when
designing
your
business
model
Design
networked
experiences
at
all
touch
points
of
the
user
journey
Define
your
iden;ty
1
2
3
4
5

17. Enable
and
facilitate
rela9onships
among
users
Brand
facilitates
relaAonships
in
an
ecosystem
BRAND
1

18. Ask
the
two
key
ques9ons
• What
do
they
need?
• What
do
they
have?
2

19. Consider
all
the
values
exchanged
when
designing
your
business
model
USER
USER
t
u
Resources
Skills
Connec;ons
Knowledge
3

20. Single
user
experience
Networked
experience
Design
the
service
journey
Design
par9cipatory
services
Design
networked
experiences
at
all
touch
points
of
the
user
journey
4

21. EXTEND
USE
JOIN
DISCOVER
Design
networked
experiences
at
all
touch
points
of
the
user
journey
4

22. Define
your
iden9ty
5

23. Mul;ple
communi;es
One-­‐tribe
membership
GLOBALISATION
ICT
Define
your
iden9ty
5

24. Define
your
iden9ty
5

25. Define
your
iden9ty
5

26. Define
your
iden9ty
5

27. Define
your
iden9ty
5

28. Define
your
iden9ty
5

29. Define
your
iden9ty
5

30. Define
your
iden9ty
5

31. Define
your
iden9ty
5

32. How
to
ignite
a
community
Enable
and
facilitate
rela;onships
among
your
users
Ask:
What
do
people
need?
What
do
people
have?
Consider
all
values
exchanged
when
designing
your
business
model
Design
networked
experiences
at
all
touch
points
of
the
user
journey
Define
your
iden;ty
1
2
3
4
5
And
how
to
sustain
it?

33. The
journey
|
How
to
start
and
grow
the
network?
PSN
Emerge
eg.
Look
for
the
right
condi;ons
to
create
a
plaborm
for
exchange
Seed
eg.
Start
the
network
in
key
places,
with
key
actors
and
the
right
condi;ons
to
grow
Nurture
eg.
Encourage
par;cipa;on
and
help
the
network
to
flourish
Weed
eg.
Discourage
or
filter
out
nega;vity
which
could
reduce
par;cipa;on
in
the
network
Adapt
eg.
Allow
the
network
to
evolve
it
needs
to
VXN

34. Landscape
of
Alterna;ve
Models
of
Ownership
&
Value
Exchange
claropartners.com
>
login
u:
pdfa
pw:
ownership

35. A
toolkit
to
design
a
par9cipatory
service
network
leveraged
by:
Toolkit
|
Design
a
Value
Exchange
Network

36. Thank
you!
Gunes
Kocabag
|
Senior
Associate
gunes.kocabag@claropartners.com
+34
633
953
770
(m)