Sunday, April 15, 2012

Businesses can learn from Google's Campus


Google’s Campus, the company’s first special hub for start-ups, has reimagined the office concept to fit 90 companies into one building. Businesses should take note, writes Emma Barnett.

In a week where headlines have been dominated by Facebook’s $1bn purchase of photo-sharing app Instagram, it’s always interesting to try and predict what the next big technology start-up will be.
A great place to begin such a journey is Campus – Google’s new tower block in East London - now filled to the brim with 90 start-ups.
The office, nestled in the heart of East London’s up and coming ‘Tech City’, is a stone’s throw away from the Old Street junction better known in tech circles as ‘Silicon Roundabout’.
The Chancellor, George Osborne, officially opened the search giant’s first special hub for start-up businesses just two weeks ago (an event recorded by a graffiti mural in Campus’s reception) and already it’s full – with a waiting list of more than 800 new technology companies clamouring for a desk or two.
In his speech, Mr Osborne also revealed that the neighbouring ‘Tech City’ had grown from 200 companies to 700 in just 18 months.
Ending his address to the great and good of the UK tech scene, the Chancellor concluded: “To borrow a phrase from Google – let’s fill this town, and this country, with start-ups.”
Described by Google’s European chief, Matt Brittin, as a “gift” from the search giant, the technology company is believed to have spent upwards of £5m securing Campus’s lease for the next 10 years and kitting out the spacious tower block in true start-up chic style.
Pool tables, a networking den with odd-shaped furniture, a garden with plants which “tweet” their water requirements and a café selling products created by start-up food companies, Campus is like a mini Google office for the next generation of tech hopefuls.
There are three ways for budding entrepreneurs to access Campus – which is a collaboration with other such incubators and co-working initiatives TechHub, Seedcamp, Springboard and Central Working. They can either register for free on the Campus London website for access to the basement café and networking space – which means they can drop in anytime between 9 to 6pm on week days to meet likeminded people. Or they can pay an annual membership for access to a desk a few times a week or opt for a monthly desk rental fee to always have a desk in the seven-storey block.
Eze Vidra, Google’s former business development and strategic partnering executive in Spain and a former start-up founder, has been anointed ‘Head of Campus’.
As a former Silicon Valley resident, Mr Vidra thinks Campus will offer entrepreneurs a much-needed community.
“I have seen what made Silicon Valley great and it all stems from density of network,” he said. “You need to have all the ingredients of the start up cake – easy access to talent, investors, advice and partners. Tech City here in East London is great – but it just needs more of everything in one place.
“We think Campus will bring serendipity into the mix. People can come here and meet others who will help them.”
Mr Vidra plans to bring structure to the network. He is creating an events programme and also thinking about doing ‘legal Tuesdays’ where lawyers come into the café and people can seek help and ‘investors Wednesdays’.
Google is also going to offer a mentoring programme. A quarter of the UK’s large workforce has volunteered their time to mentor in their areas of expertise – whether in marketing or coding.
What can other companies learn from the ethos of Campus to improve their own businesses – outside of the technology start-up scene?
Mr Vidra thinks there is plenty to take away.
Having a great working space, he believes, make employees want to be at work and flourish. “The psychology of people’s working environment is really important. It makes people want to be at work and have great meetings,” he said.
Although Google’s free food policy - a key feature at most other major start-ups in Silicon Valley - is sadly not available at Campus - it is a cost many UK businesses would not want to pick up in any case. It may allow hungry workers stay in the office a little longer but the rather more cynical claim it simply means workers never have to go home, or outside into the real world.
Beyond food, Mr Vidra says there are deeper business philosophies behind Campus. “People need to work in an environment which fosters collaboration with other colleagues and companies,” Mr Vidra says. “This will lead to any business improving their output. Most people will not have 90 companies under one roof – but the ethos of co-working is something to be learned from.”
Businesses who wish to tap into Campus’s members or provide their own services to them, can also become part of the community for free by registering as a partner on the site.
Campus, through a series of talks, mentoring and set-piece lessons (for example on how to code or the importance of a terms sheet) will educate its members. Mr Vidra believes it is important for companies to keep teaching their staff members new skills and improving their existing ones.
Mr Vidra ultimately describes Campus as a collaborative space at the heart of the start-up community – building a support system for fledgling companies.
All offices could learn from the idea of collaborative spaces and providing a support system for their employees and ideas.
The tech giants have nailed the cool office concept – making their spaces ones of creativity with comfy sofas, free food and pool tables easing the ‘pain’ of work. Most businesses’ offices will never look like that – but the ethos underpinning technology companies’ workspaces, such as Campus, should be emulated where possible. Employees will thank you for it.



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