Goya Smart Coworking Services, a Madrid-based provider of virtual business addresses and coworking spaces, needed a strategic roadmap to improve visibility, credibility, and trust among international entrepreneurs. As part of Centennial College’s Capstone project, our team, Ctrl Alt Elite, competed against four others to deliver the most compelling and research-driven solution, and won.

As Team Lead, I guided the end-to-end execution, from stakeholder communication and research synthesis to strategic planning, website prototyping, and final delivery.

Link to the Website Prototype

Objectives

1. Visibility – Increase awareness through SEO, ads, and online presence.

2. Credibility – Improve Goya’s brand perception with social proof and authoritative content.

3. Trust – Foster trust through better onboarding, digital touchpoints, and support.

Challenges

• Limited digital presence in a competitive virtual address market

• Lack of localized trust-building mechanisms for international clients

• Underutilized platforms (e.g., no active paid or social strategy)

Our Approach

1. In-Depth Research & Strategy Development

We conducted extensive secondary research on coworking industry trends, and used qualitative interviews to define user needs.

• Created empathy maps and customer journey maps to identify pain points

• Defined clear user personas including legal decision-makers, expats, and startup founders

• Completed SWOT and competitor analyses (e.g., Regus) to highlight gaps in Goya’s positioning

  
  

  

  
  

  

2. Segmented Solution Framework

We aligned all tactics under a campaign umbrella:
“Be Seen, Be Trusted in Madrid — with Goya.”
Our strategic roadmap was divided into 3 pillars:

• Visibility: SEO enhancements, Google & LinkedIn Ads, and optimized web pages

• Trust: AI-based MVP chatbot and a welcome onboarding kit to build familiarity

• Credibility: A revamped social and blog strategy backed by testimonials and legal explainers

3. Hands-On Execution

• I personally created a working website prototype with improved CTAs and structure

• Led internal team coordination and ensured deliverables aligned with client needs

• Acted as the main point of contact with the client, handling communications, presentations, and feedback loops

• Delivered a final zine handout, pitch deck, and a roadmap broken into quick wins, mid-term, and long-term goals

Results

• Client selected our team as the winning pitch out of 4 competing groups

• Delivered a 3-month execution plan, a segmented digital strategy, and full suite of creative materials

• Positioned Goya to become a top-of-mind virtual office brand for international founders entering Spain

Conclusion

This capstone was not just a project, it was a real-world consultancy experience.

Leading Ctrl Alt Elite, I applied cross-functional marketing, UX design, and project management skills to deliver results. The win confirmed our solution’s impact and Goya’s readiness to evolve with confidence and clarity in a digital-first world.