HatTech aimed to create an ideal growth environment for small and medium sized enterprise as part of a suite of projects aimed at delivering the Hatfield Renewal Framework. HatTech is a new venture that aims to benefit small business growth and boost employment as well as contribute to a positive town image and inward investment story.
The Council Team required a strategic advisor to provide input and guidance to the coworking model and pricing, optimal floorplan layouts, coworking design and amenity guidance, and broader coworking branding and marketing strategy.
Internal yard HatTech. © Inner Circle Consulting.
HatTech interior. © Inner Circle Consulting.
The Council expressed an aspiration for HatTech to be a design-inspired coworking and business incubation centre with partnerships to nearby colleges, universities, and major companies in the region. We were asked to undertake market research into competing co-working offers in the region, assess the financial viability of coworking based on variable pricing and membership, and develop a branding and marketing plan that could be used for pre-launch promotion and ongoing operations.
Inner Circle believes in projects that support local economies and put wealth and creativity back into those communities. For HatTech, we took an approach that would position HatTech as a creative place for local micro– and small businesses seeking inspiring workspace, with access to business-critical facilities (inc. meeting space) that want to be part of a collaborative, learning network, all whilst being close to home and close to central London.
HatTech entrance. © Inner Circle Consulting.
HatTech building. © Inner Circle Consulting.
Whilst the Council team had a wealth of experience running a business centre, this was the first time they would be running a dedicated co-working space. To prepare them for the launch, our team worked with the Council to draft a HatTech Toolkit which included:
- examples of best practice in coworking marketing
- flexible revenue model
- branding approach and marketing principles
- membership pricing and amenity tiers