Digital 52 5️⃣2️⃣ - Growing an independent coworking space, Designing it with a clear purpose focused on members’ experience and community: The story of Based In.

Today's story will take you to New York, specifically to lower Manhattan. What awaits you there? A coworking space that has steadily expanded in size and influence over the years, in one of the world's most vibrant cities for coworking.

You can read the story of Based In on page 57 of “Around The World in 250 Coworking Spaces”. 

Since we began working on the Digital 52 series 52 weeks ago, we always knew which story we’d end with, and it's the one you're about to read. You might be wondering, “Why this particular story?” Well, the person who founded the coworking space you're about to discover holds a very special place in the history of “Around The World in 250 Coworking Spaces.”

If you own a copy of our book, you may have seen his name in the introductory pages: Tomas Janka. Tomas was the first person to plant the seed of “let's write a book” in our heads. We met him in 2017 at his own space, Based In, while spending a few weeks in New York. At the end of our conversation, he suggested, “You should write a book about all the coworking spaces you’ve seen; I’d love to read it.” Fast forward to today, and here we are.

The book is out, and so is this series of weekly stories that have been running for a full 365 days—a whole year around the sun. Whether you've been following since the beginning or recently joined, we hope you've enjoyed this weekly dose of coworking in your mailbox. Be sure to read this story all the way through; there are a few exciting announcements waiting at the end. But before you do, immerse yourself in the fascinating story of Based In, an independent coworking space that has organically grown over the years, not only in size but also in impact and its commitment to consistently adding value to its community.

➡️ A little refresher

Who’s behind the featured space?

Meet Tomas Janka. 

Based In was initially founded by him and Ishtiaq Raffiudin. The duo met while working in the same architecture design firm. Ishtiaq is now fully concentrated on his own architecture firm, while Tomas focuses on Based In. 

➡️ Key Figures

• Opening year: 2015
• Size when they started: 1 floor in their building
• Size today: 3 floors in the building 

➡️ A little tour around Based In

➡️ Behind-the-scenes

Things you didn't read in aw250cs.

➡️ Based In Today

What's new at Based In since the release of 'Around The World in 250 Coworking Spaces'? That's the first question we asked to Tomas during a recent follow-up interview. What's truly fascinating about Based In is that the space never stops evolving. While it has indeed expanded within the building it calls home, it appears that the current focus is on member-oriented growth. Keep scrolling to discover more.

💫 Moving towards a new direction, Focusing even more on community.

💬 I’d like to start by asking you: what’s new at Based In since September 2021? 

Several things have changed for us since then. Firstly, we've observed that our member base has become more diverse, which has been great for us. We've seen increased demand from various individuals, enriching our community.

Additionally, we have three floors in our building now, with the sixth floor being the most recent addition. It has undergone significant changes since its opening, and we are currently exploring a new concept.

This concept was developed with a good friend of mine who has long been working with civic-engaged people. We coincidentally found ourselves sharing the same space and decided to collaborate. Our top floor will transform into a hybrid space. It will continue to support creative individuals, as it has in the past, while also becoming a hub for those involved in politics or individuals seeking to make a positive impact on the world. It will serve as a place where like-minded people can come together and work on projects for the future. This is an exciting development for us.

💬 Yeah, absolutely. It's a great mix of professions and skills also to have other one roof.

Yes, I find the idea very enticing. On one hand, it brings together different creative people who can collaborate. The challenge lies in facilitating their collaboration and creating an environment for them. Perhaps we don't even need to create the environment; it's more about helping them connect with each other and initiate collaboration. I believe that's the exciting aspect, albeit a bit daunting. However, we're genuinely looking forward to it, and it's set to open in the coming month.

💬 Based In is located in New York, which is said to be one of the busiest cities when it comes to coworking spaces so let me ask: how does it reflect on your space and your community? 

For me, it's still a bit challenging to comprehend how things work in other cities, as well as in suburban areas. New York, in particular, is known for its busyness.

We benefit not only from the constant demand for office space but also from the sense of community. In our case, it's a win-win situation.

I recall a couple of years ago when I had concerns about facing stiff competition due to the proliferation of coworking spaces, seemingly popping up every month. However, each of us has our unique approach and formula for doing things, and it has worked exceptionally well for our team.

Our distinctiveness and niche focus have allowed us to attract members who may not feel entirely comfortable in more generic spaces, and that's a significant advantage for us. Moreover, what's particularly intriguing for our members, and perhaps the most crucial aspect, is that our coworking experience extends beyond our physical walls.

Our neighborhood is also helping. Being situated in a city like New York, you have the opportunity to meet a diverse range of people and engage in numerous activities. The energy is consistently high, and there's a palpable enthusiasm in the air. This dynamic environment is an excellent fit for Based In. 

💬 What I also appreciate about cities like New York and London, in terms of coworking, is the widespread awareness. There's no need to educate the market, and you naturally draw people who are well-versed in how coworking functions. They tend to be more assertive about their preferences, and if they select your space, it's a genuine choice because they have a multitude of options. So, it's always intriguing to observe that dynamic.

Yes, that's correct. On one hand, people are more familiar with the concept, and on the other, they tend to seek out individuals with similar interests. These are two aspects that work to our advantage. Additionally, many have already tried a coworking space before, so they not only understand the concept but have firsthand experience with it.

This familiarity and experience are beneficial because we continually receive feedback from our members about what they appreciate in other spaces and what they like about ours. This feedback loop allows us to consistently improve and provide what our members value.

💬 You are an architect by trade, how did you give a second life to the space you are currently in? What was it before and what did you want to create through its interior? 

It has been a very organic journey, to be honest. When we started, we had just one floor, as most of the building used to be a manufacturing facility, an industrial building with large open spaces. This was the original concept for the building. However, due to previous uses, there was a need for subdivision within the space.

We saw the potential of having a vast, well-lit space, which motivated us to take over the first floor. We also fell in love with the neighborhood. Architecturally speaking, our concept was to offer a bright, open space that allowed for natural circulation and interaction among people, whether they were intentionally meeting for an event or serendipitously connecting while sharing a communal table or working in the lounge.

We had a specific demographic in mind in the early days of Based In, primarily designers like architects and graphic designers. We believed it would be beneficial to have a community that aligned with our needs and preferences since space was a significant factor. This was going to be our office for the next decade, so it had to make sense for us.

While we initially occupied just one floor, we later expanded to the floor below when the opportunity arose because the occupants downstairs were leaving. This expansion allowed us to introduce new elements, such as additional meeting rooms, phone booths, and communal spaces for socializing.

The primary idea was not to be conceived as a coworking space; it was more of a shared office space with our friends. We didn't envision it as an entity with its own internal organization; it was more of a service-oriented company. However, as we learned what people needed and how to address those needs, we had to adapt. We consider ourselves fortunate because we are designers who enjoy building, which allows us to be flexible and responsive.

The evolution of our space is evident in the most recent floor we took, which has undergone constant transformation. Originally, it had a predefined layout with event space and cafeteria areas on one side and dedicated desks on the other. Due to the impact of COVID-19, we, like many other coworking spaces, shifted to focus more on event space. Now, we offer a new combination of hot desks, cafeteria/event space, and small studios for more specific tasks.

💬 Based In grew over the years, taking more floors in the same building. How does each floor complement the other? 

It's a challenging question to answer because of the organic nature of how things have evolved. However, when viewed from an external perspective, our setup makes a lot of sense.

The first floor is primarily dedicated to smaller companies, and we refer to it as the 'quiet floor.' Due to the layout and distribution of space, it resembles studio space and is well-suited for smaller companies. Here, there's less need for extensive communication among colleagues compared to the next floor, which accommodates medium-sized companies, typically ranging from five to ten people. This floor provides more room and encourages interactions among team members. It's like the 'vibrant floor,' offering breakout meeting areas and meeting rooms.

These two floors complement each other well. Moving up to the upper floor, it serves as the social hub of the entire space. It features a spacious lounge area, numerous meeting spaces, phone booths, and a newly built café. In this way, all three floors are thoughtfully designed to cater to different needs and enhance each other's functionalities.

💬 In terms of community, how has the Based In community evolved over the years? 

I believe that, on one hand, as I mentioned earlier, our community used to be quite homogenous, with people sharing certain common traits.

Due to the nature of our open workspace, everyone tends to work in a similar manner as we don't offer any enclosed offices. This has been particularly beneficial with the addition of the new floor especially after the challenges posed by COVID-19. It has become evident how much people value and need contact with others. Consequently, our community has become more interconnected, not solely through our facilitation, but also because individuals have formed collaborations and friendships almost by chance, simply by sharing the workspace. It's truly remarkable.

Moreover, we've noticed more former members attending our events or visiting when they're in New York. Even those who have left the city for extended periods reach out to us when they return for a few days. Many of them inquire about working from our space, scheduling meetings, or simply coming to say hello. This level of engagement is incredibly satisfying, both personally and in terms of achieving our workspace's goals.

💬 It signifies that you've made a positive impression, and they felt so pleased that they return whenever they're in town. It's the highest form of compliment, even if they don't express it in words – their actions of returning or visiting, even when they're no longer in New York, speak volumes.

Yes, indeed. Initially, when we had just one floor, most of our new members joined through referrals. Even today, our system is quite similar, as we rely on word-of-mouth rather than extensive advertising. Fortunately, we don't require heavy advertising, and this approach has contributed to the cohesiveness of our community.

➡️ Reflections on building Based In

💬 If you could do one thing differently in the journey of Based In what would it be?

That's maybe the most challenging question, as there are numerous areas where improvement is possible. Even today, I see many aspects that can be enhanced. We are investing effort into addressing these areas, but if I were to start from scratch, I would prioritize dedicating more time to nurturing the community.

I believe that different communities respond differently to various approaches.

Some may benefit from structured initiatives, while others thrive in a more organic setting like ours. So, I would emphasize community engagement. On one hand, we would proactively reach out and facilitate connections among members. On the other hand, we would empower them, encouraging them to take ownership of the space so that they feel a stronger sense of belonging.

💬 What has been your biggest learning so far starting and growing Based In?

There are so many aspects to consider when reflecting on these questions, and hearing them again brings to mind a multitude of answers. For me, the most rewarding aspect has been understanding the importance of being there for people. It has exceeded my expectations in every way.

Based In, in a way, is like my baby, and having the opportunity to connect with so many incredible individuals, whether they are just visiting or participating in events, has been an incredible experience. Meeting and conversing with them is truly enriching, especially in a vibrant city like New York, where there's an abundance of interesting people. This, by far, has been the greatest reward for me. I also hope that for many of our members, the exposure to such diverse individuals is an experience they wouldn't trade for anything.

💬 What would be your best advice to someone thinking about opening a coworking space?

I'm not sure to what extent I can emphasize its importance, but I believe that community is unquestionably the most crucial aspect, especially in an environment with a growing number of spaces. It may not apply everywhere, but it's vital.

When I mention 'community,' it's not just about creating one; it's about comprehending and addressing the unique needs of your community.

Ideally, if you're not already a part of it, try to immerse yourself in their perspective briefly to understand their needs. Reach out to them – people are often more receptive than we assume. Everyone is willing to share their experiences and requirements to achieve satisfaction.

In essence, it's about being humble and acknowledging that you don't have all the answers about people. Ultimately, it's about tailoring the space to meet their needs.

💬 If you could chat with coworking operators now, what would you like to ask them? 

💬 And if you could chat with members of coworking spaces? 

There are several aspects to consider, but I believe that if they could share the top five priorities they think we should address, it would be invaluable. These priorities could encompass spatial solutions, perhaps including a nap room or a creative workspace where you can work on messy projects. It could also extend to the need for access to a network that offers various benefits, such as health insurance and other valuable resources

💬 Last but not least, where would you want to bring Based In next?

Our most significant project is mentorship. I believe it's essential, especially given that the average age of our community is around 30 years old. We have a diverse group, including individuals with extensive experience and others who are starting new ventures or facing challenges in areas like growth, branding, or marketing. Many times, I come across stories where I don't have an immediate answer. It's not that they're seeking specific answers, but it's clear that they're looking for guidance.

This is a critical aspect of our mission, aligning with our goal of bringing people together and expanding our network. It involves connecting people with those who have achieved success or possess significant experience and facilitating mentorship opportunities, whether within our space or through our broader network. I consider this to be vital for our community.

Annnd, that’s a wrap!

Thanks for being a part of this Digital 52 series. 

We loved crafting those on a weekly basis for you. As we constantly seek to share our coworking knowledge in the most engaging way possible, we’d love to hear your thoughts on Digital 52. If you feel like sharing what you liked about it and what you’d improve, please drop a line to pauline@coworkies.com 

In the meantime, if you feel like celebrating and knowing what’s next, join us next week, September 28th for a wrap-up event where we’ll be announcing what we’ll be focusing on around here moving forward.

Last but not least, if you wish to purchase a copy of our book, you can do so here and use the code 250Friends at checkout for a community discount.