Short Answer: he is riding the Gig economy just like Uber etc.
Most viable businesses with a steady revenue stream can afford to rent office space and furnish it on their own. But the self employed folks -- the web designeers, SEM experts, and various other professionals without a steady employer need a place to work. For some, working from home is not an option due to regulation or family consideration etc. For most, working from a coffee shop is a very bad idea for various reason including ergonomics. WeWork fills this niche. Is this a $47B niche ? very unlikely .
I'm not a believer in WW's business model, but this is an overly-cynical take. We're a company that "started" in WeWork, have our own office now, and in fact moved a different office of ours from a private space in Long Island to a WeWork in Manhattan.
What WeWork offers to small businesses is quite valuable: an instantly-obtainable month-to-month lease, at relatively reasonable rates, with all standard office amenities (most notably Internet access) included. You can decide you need an office for your business on a Monday and have a better office on Tuesday than most of your local peers. Even better, you can quickly scale that office up to completely private offices or down to shared space.
To put it gently, the jury is still out on whether WeWork is charging an amount, given its number of subscribers at each level of service, to make the company profitable. It seems totally fair to predict that it'll turn out to be a house of cards.
It does not, on the other hand, seem fair to suggest that WeWork isn't offering something that people want.
It does not, on the other hand, seem fair to suggest that WeWork isn't offering something that people want.
If WeWork isn’t charging people enough to be profitable, there is no way of knowing whether WeWork is offering something people want - at a price they are willing to pay.
The"real business" of WeWork et al seems to be selling an entrepreneurial vibe to big companies. Lots of folks in my distributed company work at WeWorks around the country, and most of their neighbors work for big companies. One of my colleagues is almost fully surrounded by a Dish Network call center. WeWork will even custom build for big customers — in fact, their Enterprise landing page is a good an index to their view of the future as anything: https://www.wework.com/enterprise
I think the Short Answer is that the solo renters are the sizzle and the Fortune 500 is the steak.
The question is, why would a F500 company rent space from WeWork at a double-digit markup when they can do it themselves? This is not super hard or special stuff, and F500 companies need to do it enough that they can maintain the expertise.
If the answer is "wework allows us to be elastic with real estate as our needs shift", then WeWork will be in for a lot of hurt at the next recession. If the answer is "we are using a lot more remote or geographically-diverse staffers, and WeWork allows us to have small office space available all over the world", they might do okay. The single-company WeWorks described in the article lean towards the former, though.
The answer is - these are not core office buildings for those F500's. They want capitally efficient (e.g. minimal up front investment), fast to market and appealing to a desired workforce. GE wanting to set up a R&D center to hire 100x 25-40 year old developers in Austin? Great model. When we hit a recession, those are the first jobs to go and then they have preferable (e.g. not left sitting with the asset) ways of winding those centers down if needed.
Think of it like having 3-year Reserved Instances in AWS instead buying your own hardware and running your own data center. Which would you choose today?
In my limited experience -- there's a lot of corporate "innovation groups" or SWAT team kind of things that get put into a WeWork.
It's very rational -- if you are an "intrapreneur" and wanting to break out your team from the mothership, it's probably easier and faster to get your office space at a WeWork. Plus, you get a recruiting / lifestyle / hipness benefit from getting to be downtown with exposed brick, instead of out at the suburban office park with the sea of landscaped parking lots.
But my sense is that it's a high-beta customer base. When times are good and there's lots of corporate cash for high-urgency, high-concept stuff like innovation teams and new product skunkworks, a $25k/month WeWork bill is peanuts. When times get tight, that's going to dry up fast.
Similarly high beta on VC-backed startups. That cohort is pretty cyclical, though it won't disappear completely. I predict a similar % of Series Seed/A startups would still opt for a WeWork in a venture downturn as do today (but there will be many fewer of them).
Much lower beta on satellite offices and smaller professional services type groups -- they'll still show up to work, as it's a primary office for their primary business.
Wild card on the bootstrap / solo / freelancer stuff.
Also (IMO) sort of a wild card on the larger corporate buyouts of an entire floor or location. In crowded cities it really can be worthwhile to pay for the branded facilities management as the locations WeWork acquires are quite good.
However, and here's the big however. My understanding is that We's leases are LONG term and tend to have escalator clauses (they owe more rent to the landlord in the later years, faster than inflation). Which generally means their supply / cost structure is as good today as it's ever going to get. If the topline gets hit, which in a recession it surely will, the bottom line will take a double whammy as the escalators kick in.
So I'm not at a fortune 500 (fortune 1000 yeah) but we are expanding into a new city and waiting until our office population is enough to move into a full time space. I can not wait for that since we've completely outgrown their largest private office space and are spilling into random other offices here but it took a while to find the space we wanted and could grow into and do the build out. Flexport did that as well here in the city and moved into their own digs recently.
>Most viable businesses with a steady revenue stream can afford to rent office space and furnish it on their own
Yes, but do they want to?
My experience is that companies increasingly want to focus on their core competencies and nothing else, especially if the non core areas come with overhead in the form of full time employees. I could easily see non-HQ locations outsourced to a company like WeWork. For a satellite office of 50 people there is hundreds of thousands of dollars in annual overhead that could be drastically slashed by a local provider operating at much vaster scale. Less liability and variability for the employer and the employees likely end up with a better quality work environment.
It's a bit like the discussions you read around cloud provider costs vs. doing things in-house (or whatever). There are a lot of overheads associated with a big company doing peripheral tasks in-house.
For example, to your point, that 50 person satellite office probably needs a full-time office manager and then all the costs that percolate upstream associated with having a full-time office manager and another lease to manage/office to service.
It may be worth it to have your own location with your own branding etc. Or you may just want a location where a bunch of employees can work, have meetings with customers/partners, etc. with minimal hassle.
Most viable businesses with a steady revenue stream can afford to rent office space and furnish it on their own. But the self employed folks -- the web designeers, SEM experts, and various other professionals without a steady employer need a place to work. For some, working from home is not an option due to regulation or family consideration etc. For most, working from a coffee shop is a very bad idea for various reason including ergonomics. WeWork fills this niche. Is this a $47B niche ? very unlikely .