Xóm is a helpful and supportive co-working space where people work and meet, freely discuss, create, share the next big ideas and work on the next product launch.
Xóm is located in the heart of Saigon. They aspire to build a dynamic, collaborative, and enthusiastic community. Xóm cooperated with Jodric to develop a brand strategy that includes sales & marketing plans for the first sales phase. We also established the content strategy for Xóm on social media.
What's out there? On the market.
Stepping in any project, we make sure to enlarge our understanding in terms of the product & market. After several initial meetings with Xóm, we conducted a number of market studies, location scoutings, and user interviews to see which competitive landscape Xóm was in. The outcome was a big picture of Saigon's office leasing market, focused on 03 criteria: location, scale, and product types.
Where to compete?
The first and foremost difficulty for Xóm was to decide where to compete. Amidst the hustle co-working space scene, Xóm was neither a pioneer nor a big player. Not to mention the alternative services are diverse. To find a spot to stand along, Xóm needs to clearly decide their competitive advantages. We made a general pricing comparison for Xóm to prove them pricing should not be the competing point.
Instead of competing in pricing, Xóm should focus on the valued solutions for their target customer according to their real insight, and prioritize to build a quality community. The next step is to determine who are Xóm's customers, and what are their needs?
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Who should Xóm focus on?
Jodric suggested Xóm focus on one main target audience whom Xóm can bring the most values with their potentials. The target customer's profile also matches the core elements in the community Xóm thrived on. They should be businesses that have entered the stage of maturity and stability.
Based on target customer's insights, Jodric proposed the orientation and ideas for Sales & Marketing activities to build brand awareness and help Xóm reach the right customers. This method also allows Xóm to develop a focus and effective communication strategy rather than repeating the same message for everyone.
Challenges
Xóm thrives on building an online synergized community that encourages everyone to grow together. This channel will play a vital role in delivering Xóm’s beliefs to the people who might share mutual values.
Initial challenges is that the brand's characteristic was blurry, defined only by (too many) keywords. We had to build the brand's social character from scratch.
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Why Xóm need to build a set characters
Xóm want to build up a community
A “Xóm” itself is a small group of people. Each person have their own personality, problems and topics that they care about. Xóm is not “someone” who can represent the voice of the whole group. Xóm is a group of distinctive people, who have equal chance to raise their voice, not just listening.
Xóm covers a wide range of topics
Xóm would like to talk and discuss about a diversity of topics, from work, self-development to art, culture,… Each topic will be raised by one member of Xóm. Many characters can contribute their perspective for a big topic or share their thoughts in smaller ones.
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