Monday's experience in 6 cities

Monday’s expansion into 6 cities across 3 countries isn’t the result of a “magic formula,” but rather of specific decisions consistently applied: where to enter (and where not to), what to standardize, what to adapt, and how to maintain operational control when the business transitions from being “a single space” to “a network.” This keynote will review the

criteria behind market selection, the growth model, the adjustments needed to operate in different contexts, and the lessons learned (including mistakes) that arise when scaling a coworking brand outside its country of origin.

Objective

To share a clear and practical vision of how a coworking operator scales to multiple cities and countries: which decisions enable growth (and which hinder it), what must be resolved before expanding, and how to maintain operational and brand consistency as the business becomes more complex.

Key Points

The presentation should help address:

• When are you ready to make the leap to a new city?

• City selection and timing: criteria for saying “yes” (and for saying “not yet”), and indicators to look for before entering a new market.

• What is the difference between Madrid and Barcelona, and mid-sized cities in Spain?

• What about Andorra and Portugal?

• Criteria for choosing a location in a new market.

• What to standardize vs. what to adapt: brand, design, service, pricing, technology, processes...

• Team structure for scaling: when “everything goes through HQ” stops working, and how to build local leadership without losing control.

• Real mistakes and friction points: what breaks down when expanding to multiple cities (implementation, sales, operations, culture, CAPEX, timelines) and how they fixed it.

• Final checklist: 5–7 things Monday wouldn’t launch today without having resolved, and 3 decisions they’d repeat exactly as they did.