Woonstad Rotterdam has approached the University of Applied Sciences to solve a problem that is going on within the organization. Woonstad would like to help starting entrepreneurs to offer a chance on the market. But because rental properties are often far too expensive for physical concepts, these people have little chance in the center, so that they quickly create name recognition. Woonstad wants us to come up with a solution, how they can still offer starting entrepreneurs this opportunity.
After doing a lot of research among the target group and startups, we came up with a concept. A physical popup store. This physical popup store gives startups a month or two months to make a name for themselves right in the center of Rotterdam, for a small rental price.
We decided that Woonstad has appointed several advisers who focus on guiding (starting) entrepreneurs. Their tasks include advising on the business plan or making possible adjustments. The goals that the entrepreneur wants to achieve during the temporary rental period are also set. If a pop-up building is available, the consultant assigns it to the entrepreneur who goes through the process with that consultant. The consultant then supervises registrations with, for example, the Chamber of Commerce and the municipality of Rotterdam and other administrative matters. During the months that the client rents the property, the advisor keeps a close eye on whether the planned goals can be achieved. After the rental period, an advisory meeting takes place and it is discussed whether the goals have been achieved and whether it is wise to make a restart in a residential building with a permanent lease contract. If this is not the case, the entrepreneur will be advised what other options are for him or her.
This concept not only helps startups gain a good reputation, but also Woonstad! Woonstad will be the first company that can realize popup stores for such a short period
Advantages of this concept
1. Little to no risks by short-term "rental" contract
2. Can be implemented faster: faster to realize than traditional retail premises
3. Create awareness: Customers (and the media) love the excitement created by pop-up shops, and the authenticity also appeals to customers.
4. Cheaper: Launching a pop-up shop would be 80% cheaper than a traditional shop
5. Help via a Woonstad advisor: Furnishing, finances, marketing, location.
6. Stimulate sales: Involve more of your online customers in your offline store to test your product in the popup store before making a purchase in your popup store or on your website. (About 95% of all purchases are still made offline
7. Testing: In this way you can test cheaply on location, new markets or new products whether your product appeals to the public. It's a good way to experiment.
8. Many target groups at one location: Busy city centers, you sell more in a busy shopping street.
9. Limited edition: Temporarily available products are generally more popular with the public. As products temporarily available in a store, the customer is more inclined to buy.
10. Visibility: City center for normal rental may not be language> risk> bankrupt.
11. Communication department: Residential city to tenant popup> tenant to consumer> consumer talk about residential city
12. Pop up stores boost: The loyalty and engagement of your customers to also visit your online store when your popup store closes.