How We Use Personas to Tailor Our Services

and Why It Matters More Than Ever…

Before we get into it, I know… Marketing jargon, we’re sick of seeing it all over LinkedIn. Don’t worry, I’m not here to argue about marketing tactics. Let’s be honest, do we really care? Instead, here’s a fresh perspective: how can you use marketing strategies to tailor services? Sure, you might have tactics, but I’ve got tictacs… ’cause I stay fresh.

At 1 Mill Street, there’s no such thing as a “one-size-fits-all” approach. Frankly, that’s the kind of thinking that gets you a T-shirt that fits nobody and a workspace that is about as inspiring as a spoon. We know that every member who walks through our doors has a story: a freelancer chasing deadlines, a founder building empires, a team scaling up, or a creative soul looking for their next spark.

That’s why we use personas – not as a marketing gimmick, but as the blueprint for how we shape your experience. Because truly building a community means making people-led decisions and putting the people first, “community” isn’t just a buzzword.

The Power of Personas: Your Needs, Our Blueprint

Let’s break it down:

The Lite Member: You’re probably the agile freelancer or self-employed babe, the solo act, the one who knows the value of community but doesn’t need a desk 24/7. Our Lite Membership is your backstage pass; 5 days a month to connect, create, and recharge in a space that gets you.
The Hot Desk Hero: You want flexibility, you want freedom, and you want to tap into a hive mind of expertise. 24/7 access, sit where you please, and a chance to rub elbows (or bump fists) with everyone from marketers to game developers.
The Resident: You’re likely the captain of your ship – a founder, a CEO, someone who needs a home base but doesn’t want to sink the budget on a private office. You get your own space, lockable drawers, and a front-row seat to the action.
Teams & Offices: You’re building something bigger. You need privacy for those all-important calls, but you don’t want to miss out on the energy that only a buzzing coworking community can provide.

But here’s the secret sauce: these aren’t fixed pigeon holes. They’re starting points, and a general blueprint to give us an idea of what needs you may have and how we can cater to them. If you need something different, we’ll tailor a package just for you. Because you are a unique person – and your workspace should be, too.

Remote Work: Great in Theory, Lonely in Practice

Let’s address ‘the elephant in the Zoom’ (great pun, right?): remote work. The world tried it. For some, it works. But for many, it’s like trying to run a marathon in slippers (which is probably something Maartje would try) – possible, but not exactly optimal.

Remote work is great for focus, but 60% of employees say it’s harder to be creative or brainstorm new ideas when working remotely. That’s why our coworking community is designed to spark creativity and connection… (Microsoft, 2023).
Creativity doesn’t just magically happen in isolation; it thrives on chance encounters and spontaneous conversations. In fact, up to 20% of creative ideas come from those much needed “watercooler moments” that are hard to replicate when you’re working alone. At 1 Mill Street, we’ve built a space where these moments happen every day, sparking genuine fresh thinking.(HBR, 2021).
Nearly half of remote workers say loneliness and lack of collaboration are their biggest challenges. That’s why our coworking community is designed to connect to a network that’s on your wavelength, making it easy to find support, share ideas, and feel part of something bigger. (Buffer, 2024).

Humans are social creatures, and even us introverts need to socialise sometimes… shocking right? We thrive on serendipity, on the quick chat in the kitchen, on the spontaneous brainstorm that sparks a breakthrough. At 1 Mill Street, we’re not just offering a desk – we’re offering access to a diverse talent pool, a network that runs as wide as it does deep. From graphic designers to data wizards, marketers to wellness coaches, the community here is a living, breathing LinkedIn – minus the spammy connection requests.

Plus, as part of our community, you’re featured in our talent directory – so whenever someone asks us for your skillset, you’re the first name we recommend.

Productivity: Up and to the Right

We’ve seen it firsthand: members who join our community see their productivity soar.

Our internal research shows that, on average, members at Mill Street experience an impressive 81.31% boost in productivity, which sitting significantly higher than the industry average of 20%, as studied by MIT. But productivity isn’t only ticking off tasks or counting the minutes worked. It’s also about the collaborations you spark, the ideas you share, and the networks you build. Here, every connection is an opportunity to learn and grow.

It’s not magic, it’s chemistry. The kind that happens when you put ambitious people in the same room and let them bounce ideas off each other. Whether you’re an introvert with noise-cancelling headphones or a social butterfly who never misses an event, there’s a place (and a pace) for you.

The Bottom Line

Remote work might be a solo gig, but scaling a business or fuelling creativity? That’s a team sport. At 1 Mill Street, we don’t just rent out desks – we build communities, we nurture talent, and we tailor every experience to fit the person, not the other way around.

So if you’re ready to leave your hobbit hole and join the fellowship, come see what we’re about. Your next big idea, or the Samwise to your Frodo might be right across the room.

1 Mill Street. Tailored to you. Specifically. Powered by community. Ready when you are.

References:

Microsoft Work Trend Index, 2023: Link
Harvard Business Review, 2021: Link
Buffer State of Remote Work, 2024: Link
The Wheelhouses, MIT Study, 2024: Link