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TABLE OF CONTENT
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ABOUT MARKET STRATEGY BRAND ANALYSIS PROPOSAL FINAL THOUGHTS
ABOUT
The Wing is a network of work and community spaces designed for women. We create spaces where our members feel safe and empowered to create, connect and generate opportunities.
IMPACT The Wing is committed to living our mission through partnerships with local non-profits, and a scholarship program that offers free memberships to individuals whose work supports the advancement of marginalized women and girls.
MISSION The Wing’s mission is the professional, civic, social, and economic advancement of women through community.
SPACES The Wing has currently twelve locations across the United States and Europe. Each location is typically equipped with a cafe, beauty room, pump room, and lounge/meeting spaces.
FLATIRON SAN FRANCISCO LONDON W. HOLLYWOOD DUMBO
CHICAGO BOSTON
SOHO
BRYANT PARK
GEORGETOWN
TORONTO
SEATTLE
FLATIRON The first ever location is a penthouse in Manhattan. It boasts a roof deck and a second floor addition.
SAN FRANCISCO
The first ever West Coast location in the Financial District. Features a pump room, cozy corners, expansive beauty room and Perch cafe.
LONDON
A five story townhouse located in the heart of London.
CAFE
MEETING AREA
PODCAST STUDIO
BEAUTY ROOM
MOTHER’S ROOM
PLAY ROOM
MARKETING
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SOCIAL MEDIA The Wing has utilized social media to broaden their community reach. They engage in Instagram, Twitter, and Facebook. With a high rate of engagement on all platforms, The Wing is able to visually communicate with its non-members and members alike. These platforms are also used to bring awareness to current issues, trends and inspirational women in all stages of life.
APSULE COLLECTIO
NO MAN’S LAND No Mans Land is a brand extension for The Wing . This encompasses a bi-annual publication and a podcast that explores the women of the past “that were too bad for your textbooks”.
PROGRAMS Together with the support of local partners and non-profit organizations, The Wing is dedicated to creating programming, volunteer opportunities, and initiatives dedicated to the advancement of women in our wider community.
BRAND A
ANALYSIS
PERCEPTUAL MAP Experience
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COMPETITORS The Riveter - Founded in 2017, The Riveter is a female focused co-working and community space. Their headquarters are located in Seattle, Washington, wit locations in . With over 602Twiter followers and 6,452Facebook followers.
The Hivery - Founded in 2014, The Hivery is a co working space for women entrepreneurs. Their headquarters are located in Mill Valley, California, with locations in . With over 315 Tweeter followers and 2,968 Facebook followers.
Hera Hub - Founded in 2011, Hera Hub is a female focused co working space. Their headquarters are located in Carlsbad, California, wit locations in . With over 9,586 Twitter followers and 4,905 Facebook followers.
Carr Workplaces - Founded in 2003, Carr Workplaces provides office space, virtual office and meeting room solutions for independent professionals and businesses. Their headquarters are located in Washington, District of Columbia, with locations in. With over 1.9K Tweeter followers and 369 Facebook followers.
TARGET MARKET The Wing is a safe communal space for all women during all stages of life. The relative target market for this location is broken down solely based on women in the surrounding Atlanta area.
STORE ANALYSIS The Wing Atlanta will be a space unlike the current spaces. The main selling attributes for this location is the expansive pool and spa area on the third floor, the work space areas, as well as its exclusive women only requirement.
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PROPOSAL The Wing currently has multiple locations. I believe that there is an opportunity to build a flagship store in the downtown Atlanta area. With the growing market, Atlanta is in need of a communal space exclusive to women.
MARKETING STRATEGY For The Wing Atlanta, the main form of marketing that will be used is social media and a press release. The company has a strong return on engagement within the social media landscape, and this strategy will drive excitement over the newest expansion. The next course is releasing a press release to the general public in the Atlanta area.
TARGET MARKET Lotus “Lo” Diez Age Group 25-29 Salary $75,000 Job Stylist Location Suwanee, Ga Pets Has a cat named PussyKat Activities Shopping and Writing/Blogging Instagram Lo is an impulse buyer that enjoys iced lattes from her local coffee shop. Her favorite books are all written by Maya Angelou.
TARGET MARKET Jessica Tanner Age Group 30-37 Salary $54,000 Job Teacher Location Alphertta, Ga Kids Has two kids Activities Zoo adventures, working out Jessica loves to spend weekends with her kids and doing outdoor activities. When she is not spending time with the kids, you can find Jessica hangout with friends and mentors.
LOCATION Atlanta here we come! We’re opening a three stories filled with expansive views, playroom and pool. Opening this new location in the heart of the downtown Atlanta area will create a great opportunity for the expanding market. With the rapid growth the metro area has seen The Wing Atlanta location will be exactly what the women in the surrounding area need. The overall market is steadily growing in Atlanta...
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ATLANTA SPRING 2019 1277 LENOX PARK BLVD ATLANTA, GA 30319
A three story building in the heart of downtown.
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FLOOR PLAN
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LEVEL 1
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The boutique will be located in the front half of the building right off of the reception area. The boutique will carry all the latest styles from the capsule collection and released merchandise. There will be a section of the boutique focused on local merchandise from female entrepreneurs in the surrounding metro Atlanta area. This is a tool that will have an impact on the overall sense of empowerment for the community.
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The Perch Cafe will be the hub that all members can get recharged and refreshed. There will be daily pastries, gourmet coffees and teas, as well as prepared meals available for purchase. There is no denying that after hours of working that the Perch Cafe will be a welcome oasis when not wanting to let the outside world in.
The beauty room and the lounge area attached are located in the far back corner of the first floor. This area gives members a sense of privacy and community.
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The atrium will be located at the heart of the building. It will be a well-nurtured space for members to relax will taking in the cityscape. To promote the overall use of the atrium, there will be weekly garden meetings and fitness classes in the area for members to enjoy.
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There will be an array of available office spaces for members to reserve for meetings and personal work areas. These personal workspaces will offer privacy as well as much needed quiet places. In each large office area, there will be available technology for each member to use. In the smaller personal offices, there will be a television, desk lamp and soundproof walls.
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The playroom is available for all to enjoy. It will have an array of toys and books for all children in different age groups. This will promote parents to bring their children with them while visiting the new location.
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The pumproom will offer a private area for parents to feed their little ones in soothing spaces. It is not required for any member to only use this designated room, but it is an offered space that will be accessible.
Each bathroom will be equipped with a diaper changing area and wheelchair accessible sinks. Inclusivity is at the forefront of the Wing, and the Atlanta location will carry that core value throughout each space, bathroom not included.
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The entirety of the third floor will house the pool, sauna, showers, and lounge.
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APP In the event of the branch of the Wing Atlanta, I proposed that there should be an accompanying app for members. The app will feature client profiles, local events, and blog posts. All members that download the app must create a user name and password to access all the features. The launch of the proposed app will let members feel a strong sense of community even if they cannot make it to the location.
FINAL TH
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OPPORTUNITIES
The Wing has so much to offer its members but are only offered a small glimpse into the brand. There are opportunities for the brand to grab hold of non-members. With only twelve locations, The Wing has plenty of room to expand into city’s tat are in need of a safe zone for women.
SOURCES www.loopnet.com/ Listing/1277-Lenox-Park-BlvdAtlanta-GA/13179074/ www.hollywoodreporter.com/ news/wing-unveils-big-littlelies-capsule-collection-1213556 shop.the-wing.com/collections/ home-page www.the-wing.com www.pinterest.com www.roomstyler.com