Coworking

Why SMART goals are big news for coworking operators

SMART goals are super effective in organisations across the board — including coworking spaces.

As a workspace manager, you’re used to juggling tasks and priorities every day, whether it’s coming up with promotions or ensuring operations run smoothly.

SMART goals can provide structure and prevent your objectives from becoming scattered. They also help you achieve long-term growth because you can build on them as you go.

The Specific and Measurable aspects of your SMART goals help you track progress and attain clear evidence of what’s working well and where improvements need to be made. This level of accuracy and data detail informs good decision making, and helps you communicate your progress to investors and other key stakeholders.

🤩 SMART goals can also improve team alignment.

When everyone is working from the same page, when they understand the objectives, timeline and success criteria, they can work together towards a shared vision. Misunderstandings are less likely and the sense of accountability SMART goals encourage creates a feeling of ownership and autonomy.

Ultimately, these goals provide a shared sense of purpose and momentum in an environment that can sometimes feel beset by busyness and chaos.

Use KPIs to track goals and measure success

Tracking your SMART goals is important for measuring progress and making any necessary changes to goalposts. And this is where KPIs (Key Performance Indicators) come in handy. The secret to tracking success is to match your goal to the right KPI.

Maybe you want to improve your Net Promoter Score (how likely a member is to recommend your coworking space to others)? The KPI would be the score itself (usually between 1-10), which can be measured through regular surveys.

KPIs for operational SMART goals could include average check-in times, meeting room utilisation rates, and member lead-to-conversion rates.

To stay on track with your goals, use the technology available. Coworking management software centralises KPI data and shows trends in real-time. This data visibility helps you identify to what extent you’re reaching your goals or if you’re at risk of falling behind, so you can adjust the strategy if required.

Try to monitor your KPIs on a weekly or monthly basis, not just in the run-up to the deadline. Your metrics dashboard is the feedback loop that keeps you and your team informed. In other words, it’s the tech tool most likely to set you up for SMART goal success!

Let’s get into examples you can use now. Pick one goal from each section and set your numbers today: baseline, target, and timeframe. Share the plan with your team and review progress monthly.

10 SMART goals for your coworking space (with KPIs)

Most operators set targets but don’t track them.

This guide gives you simple, copy-ready SMART goals for common coworking outcomes—revenue, community, and operations.

Each goal includes KPIs, a timeframe, and quick actions so you can move today. Use this as your starting point, then adapt the numbers to your space. If you’re looking for “coworking SMART goals,” you’re in the right place—clear goals make it easier to measure what matters and get buy-in from your team.

Financial and growth goals

* Example: “Increase non-member meeting room booking revenue by 15% in Q3 by promoting to local businesses.”

1. Increase membership by 20% through marketing

Every square foot of a coworking space contains value, and optimising space is crucial when it comes to operational sustainability, profitability and community growth. Increasing membership is one of the more obvious SMART goals a coworking space owner might choose to adopt.

A smaller space might aim for between 25-30% growth, while a larger more established coworking operation may aim for 10-15% growth. The metric also depends on the competitiveness of the market in which your coworking space operates.

Specific: Acquire 20% more members through targeted advertising.
Measurable: Track new signups and renewals through your coworking CRM.
Achievable: Run ads on social media and in local media outlets.
Relevant: More members equals greater revenue.
Time-bound: Achieve 20% growth within 6 months.

2. Increase virtual membership revenue by 25%

Remote work’s popularity has led to an increase in demand for virtual office solutions. If you aren’t already doing so, now could be the perfect time to tap into the virtual market.

These memberships provide home-based businesses and digital nomads with a notable business address, access to ad hoc workspace and all the benefits that come with being part of a wider coworking membership network.

Specific: Acquire 25% more virtual members through marketing.
Measurable: Track new signups and renewals in the CRM pipeline.
Achievable: Add more benefits to your virtual office package.
Relevant: Virtual memberships boost reach and revenue.
Time-bound: Implement a new virtual strategy within 3 months.

3. Get 15 PR/ media features in a year

Media coverage – which could be as simple as a ‘mention’ in a blog or social media post – can really boost your visibility and brand awareness, especially if the publisher has a lot of engagement.

Positive media exposure can lead to new opportunities and partnerships, but a strategic approach is usually the most effective.

Specific: Get featured or mentioned in 15 industry websites or social media accounts.
Measurable: Use a spreadsheet to keep track of mentions.
Achievable: Work with your own marketing team or a freelancer/ agency.
Relevant: Builds trust and brand credibility.
Time-bound: Secure features within 12 months.

Community and member satisfaction goals

* Example: “Improve our Net Promoter Score (NPS) from 40 to 55 by the end of the year by implementing a quarterly feedback survey and action plan.”

4. Host a monthly skill-specific networking event

Monthly networking events can work wonders for community engagement and – if opened up to the public – could attract interest from potential new members. Regular, consistently branded events can help build routine, making it easier for members to engage.

Specific: Host 12 skills-based coworking events in the year.
Measurable: Track attendance member feedback through Nexudus Events.
Achievable: Invite existing members and guest speakers to host.
Relevant: Expands reach and adds value.
Time-bound: Start next month and review after 3 months initially.

5. Create a digital nomad package

In a 2024 survey featured in Harvard Business Review article, over a million workers in the US identified as digital nomads – an increase of 131% from 2019. These digital nomads come from a range of age groups and industries.

Digital nomadism is being fuelled by remote working opportunities and new digital nomad visas, as well as wider access to coworking. If you’re in a digital nomad hotspot, you might be thinking about how to position your space for this new market.

Specific: Develop a membership option for digital nomads.
Measurable: Track sign-ups and engagement through your CRM.
Achievable: Offer flexible pricing, virtual office services and travel perks.
Relevant: Attracts remote workers who require short-term desk space.
Time-bound: Implement within 3 months.

6. Introduce a member rewards programme

Rewards incentivise people to use your space frequently, and improve member satisfaction and retention by adding value.

Membership rewards should align with your space and clientele, so don’t be afraid to get creative. Teaming up with nearby businesses to offer exclusive discounts or perks can help get your name out into the local area.

Specific: Offer incentives to members and additional perks for referrals.
Measurable: Track participation and claims through your CRM.
Achievable: Provide discounts at local businesses.
Relevant: Increases member retention.
Time-bound: Introduce within 3 months.

Operational efficiency goals

* Example: “Reduce member queries about invoicing by 30% within 60 days by publishing a clear FAQ and enabling automated payments in the member portal.”

7. Introduce an AI-powered helpdesk

Responding to member queries can be time-consuming, but with OpenAI it doesn’t have to be. The Nexudus platform uses OpenAI to automate help-desk responses, providing quick and accurate responses to queries.

An AI-powered helpdesk can ensure 24/7 availability and provide accessibility for members submitting tickets outside of traditional ‘working hours’, or those living in a different time zone.

Specific: Use OpenAI to automate member query responses.
Measurable: Get member and employee feedback on efficiency.
Achievable: Use your CRM’s AI integration.
Relevant: Reduces workload and improves response time.
Time-bound: Implement within 3 months.

8. Reduce single-use plastics within a month

It’s no secret that fit out is responsible for around 40% of an office building’s entire carbon footprint. Single-use plastics also harm the environment by polluting oceans and contributing to landfill waste.

Unlike alternatives, they take centuries to decompose and harm nature through toxic chemicals and microplastics.
Reducing and eliminating microplastics is an easy way to make your coworking space more eco-friendly, and for many it’s the first step to becoming greener.

Specific: Implement a no single-use plastics policy.
Measurable: Track waste reduction manually.
Achievable: Provide reusable alternatives, such as reusable cups.
Relevant: Promotes sustainability and boosts reputation.
Time-bound: Implement in 1 month, achieve 6 months.

9. Enrol your team on a Nexudus Academy course this week

Opportunities to learn new skills boost morale as well as the overall efficiency of your coworking space. One of the easiest ways to implement learning is by leveraging what’s on offer through your existing partners and providers.

The Nexudus Academy offers a range of learning pathways and self-paced e-Learning courses for coworking spaces. There are more than 50 courses to choose from and each is designed for you to implement your newly acquired skills in your own Nexudus account.

Specific: Enrol on a Nexudus Academy course.
Measurable: Complete the course.
Achievable: Facilitated through Nexudus.
Relevant: Expands the coworking team’s skillset.
Time-bound: Everyone completes a course within 6 months.

10. Pivot to podcasting

Got an underutilised meeting room? Podcasting is booming, and many entrepreneurs, content creators, and businesses seek high-quality recording spaces.

Offering a fully equipped podcast room can draw in new members and creatives. Your podcast room can be part of the overall membership plan or be rented out separately to both members and non-members.

Specific: Create a soundproof podcasting studio with equipment.
Measurable: Track room usage through Nexudus Explore.
Achievable: Soundproof room and buy equipment.
Relevant: Supports members to collaborate and create content.
Time-bound: Open in 3 months.

Technology that powers business objectives

Your coworking CRM — or coworking management tool — acts as your one-stop-shop for all things SMART. Nexudus, for example, aligns your actions and goals across sales, membership, community engagement and operations. The integrative platform lets you manage customer relationships, daily tasks and analytics from one source.

In terms of sales goals, Nexudus has a built-in CRM that enables you to nurture leads from the first interaction to agreement signing (and beyond). Interactions are logged and you can automate follow-up communications based on where someone is in the pipeline, or their interests. You can monitor conversation rates as you go, helping you hit those targets.

For revenue, Nexudus provides ample reporting and analytics.

You can see occupancy rates, renewals, purchases and invoice statuses clearly and at the click of a button and create customisable reports to illustrate patterns in resource usage or revenue streams. This level of visibility supports profitability and data-driven decision-making on aspects such as pricing and resource re-allocation.

When it comes to member engagement, the Nexudus member portal is king.

Members can manage their experience by booking their own meeting rooms and signing up for events, while you, the operator, can track usage and attendance. Higher member engagement can be indicative of retention, and engagement metrics can help you adjust member programming and benefits to improve — not just your NPS — but the overall workplace experience.

Connecting sales, finance and engagement in one intuitive platform reduces data silos and gives you a clear route to success. At Nexudus, we’re here to help you make informed decisions that support your growth, profit and community health.

Are you ready to turn vague ideas into actionable planning?

If the answer’s yes, start experimenting with SMART goals today.

The SMART framework helps you define what you aim to achieve and includes clear criteria for tracking progress. Again, these goals should be realistic and achievable, because overly-ambitious targets can be offputting. That said, don’t be afraid to challenge yourself and others, while offering structure and support.

Creating goals that align with your wider vision will contribute to meaningful, long-term growth, while deadlines will help instil focus and drive.

Star with a simple priority

Through SMART goals you can break big ideas down into actionable steps, allocate resources effectively, and form a practical roadmap to growth. Financial goals can boost revenue or profitability, operational goals can improve efficiency and service delivery, and community goals can strengthen engagement and retention.