Active Customers (Accounts)

Active customers or Active accounts refer to all companies and individual members on recurring membership plans with a coworking or flex space. You may or may not include the Drop-ins (irregular, one-off customers) in the number of Active Customers for the specific period.

Growing the number of active customers is one of the most important goals of every coworking space operator, as it’s tightly connected to Revenue.

How do you grow your Active Customers?

You can utilize different marketing strategies to attract new customers for your coworking space. Some of the more popular ones are:

• Optimize for local SEO and Google/Apple Maps
• Promote your members on social media
• Add your space to most, if not all, coworking listing websites and marketplaces
• Utilize paid ads on Google, Meta, and LinkedIn
• Work with local influencers
• Create a member referral program
• Promote your space in local restaurants, coffee shops, etc.
• Host public events, hackathons, and courses
• Offer free coworking day pass
• Partner with local vendors (shops, bars, etc) to exchange discounts
• Partner with other coworking spaces to promote membership

These are just some marketing ideas to grow your active customers! There are so many more creative ideas out there. You can read more about these in our extensive post here.

How do you get more significant Customers?

Another important KPI you should track is the Average Revenue per Account (ARPA). ARPA is an efficiency metric that represents the size of your customers. Growing your ARPA means that you’re monetizing your customers better and making more revenue per customer—either by getting bigger customers to take up more space or selling them more services via Additional Revenue. Growing your ARPA is also called “expansion.”