SAHANA CHOWDHARY
Brand Strategist
Introducing Idea Hub
On the one hand, big box stores like Staples, Macy's, Home Depot, etc. in rural towns have a lot of unutilized spaces and on the other hand entrepreneurs in rural towns have no places to go and work.
My idea is to create a workspace for these entrepreneurs by revitalizing the dormant space in these stores and create a vibrant working hub. By bringing together entrepreneurs' energy under a common roof will help to accelerate growth potentials and mutually benefit both big box stores and entrepreneurs in rural areas
Living the brand
immersion
I visited big box stores and put myself in the shoes of entrepreneurs in rural areas to deep dive into the current scenario.
Key Findings
Big box stores
Big box stores are in serious trouble and are literally at death’s door.
The retail apocalypse has claimed 6,000 US stores in 2019 so far
Rural Towns
Changes in the economy have favored metropolitan areas over rural communities. As a result, there is a decline in opportunities in rural areas.
Shared working
Co-working facilities are the solution to combat the growing “loneliness epidemic” in rural towns
Source-New York Times, HBR
HuMAN centric exploration
Explored the consumer base by:
Meeting new entrepreneurs and managers of big box stores in rural towns
Asking them humane questions by being empathetic
Reading and watching about their scenarios
Key Findings
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As a small business, renting an office with long term lease is simply not a viable option
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There are not many companies/startups offering office spaces in rural towns
- 89% reported they are happier working at a working space
Source-New York Times, HBR
"Our stores have become anemic on account of the evolution of e-commerce"- Manager at Staples, Linden,New Jersey
"We are not only deprived of good opportunities but our town lacks workspaces which will help us to build a community and work together Jim,Freelancer Linden, New Jersey
Finding the bright spot
the challenge Defined
We need to be able to empower rural entrepreneurs in a way that gives energy to rural towns
Highlighting the target
Entrepreneurs, freelancers and start-ups in rural towns
BUY
NOW
Jane
BUY
NOW
Jim
Age 27 years old
Education Local college graduate
Geographics Jupiter, Florida
Behaviorgraphics She owns a website design company with two friends. She helps local businesses to renew and digitalize their websites.
Age 45 years old
Education Master in Architecture
Geographics Marfa,Texas
Behaviorgraphics Jim has worked for other people for 8 years before starting his own architecture firm. Now he is a freelancer who takes cases from his old clients and plans to hire employees to develop his business further.
Striking the gold
Entrepreneurs in rural towns lack the energy and support of a co-working space like wework in urban cities
Brand Value
The energy of entrepreneurs can inspire not only rural start-ups but also help big-box retail stores.
A product that creates a brand value
Partner with big box stores in rural areas to provide shared spaces to carry out big ideas
Building Bridges
Delivering Solutions
"Get together and work"
Inspire entrepreneurs to fulfill their dream of own office space by opening working spaces in retail stores of Macy's, Home Depot and Staples.
Powerful Executions
Store design principles
Warm & Inspiring
Delightful & Friendly
Organized
Openness
Welcoming
Inspirational
Store Designs
Knowledge Sharing Programs
Discussion & Debates
Discussions on current topics and idea sharing between employees of stores and entrepreneurs
Website & social media re-design
Creating an impact
An eco-system that will encourage entrepreneurs
to start their own business and bring in diverse workforce
Converting dull stores into an energetic and supportive idea incubation centers
Utilize the potential of rural entrepreneurs to create opportunities and enable them to be competitive with urban counterparts
(Idea Hub is my brainchild, created as an extension of an in-class strategy project with my team.)
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