Workbar is one of Boston’s most successful young startups. Its 11 urban locations provide 700 coworkers with great office amenities and an inspiring network. But what about all the people outside the city? Don’t suburbanites deserve an awesome workspace, too?

First, we had to know more about our audience. Did suburbanites actually want an awesome workspace, or was the “suburban solopreneur” segment just a figment of our imagination? We worked together with the project team to develop customer intelligence and validate the business opportunity. We were surprised to learn that the Workbar members were a bit older and more spread out than we expected, and cared less about Workbar’s urban location than its other features, such as a variety of work spaces and a smart, interesting community.