Startup • Marketplace App

Alcove

Turning empty café tables into
bookable workspaces

Alcove set out to disrupt the co-working model by helping freelancers reserve tables in coffee shops by the hour, while giving shop owners a new revenue stream. We launched a 6-week beta across Los Angeles, testing demand and refining the MVP.

As Co-Founder and Product Lead, I managed everything from surveys and pitching shop owners to designing the app UX, brand identity, and marketing collateral. I wore both the strategist and builder hats to bring the idea from concept to App Store launch.

The Challenge

Can coffee shops become the next co-working hubs?

Coffee shops are great for working — if you can find a seat, an outlet, and Wi-Fi all in one place. Alcove set out to disrupt the workspace industry by creating an app that let freelancers reserve tables by the hour, while giving shop owners a new revenue stream.

My Role

Co-Founder & Product Lead

I co-founded Alcove and led product strategy, UX/UI design, brand development, and go-to-market efforts. From securing shop partnerships to designing the MVP, I wore both the strategist and maker hats to bring the idea to life.

The Work

The Approach

I framed Alcove around a win-win-win model: revenue for shops, workspace access for freelancers, and a scalable platform for us. I validated demand through surveys and competitive analysis, then built a lean roadmap for a 6-week MVP beta across Los Angeles.

Discovery

Survey Results

Surveyed 100+ freelancers nationwide — most were willing to pay $10/hour for guaranteed workspace.

Researched competitors (WeWork, Breather, Croissant, Spacious) to identify whitespace for hourly café reservations.

Market Analysis

Strategy & Brand Development

To ground Alcove in both user need and market viability, I built the strategy and brand foundation from scratch. I developed user personas, mapped brand architecture, and created a distinct identity that positioned Alcove as a credible disruptor in the co-working space.

On the B2B side, I crafted a shop-owner pitch deck and my co-founder personally approached 100 coffee shops across Los Angeles, securing five beta locations on a 70/30 revenue split. This upfront strategy work ensured Alcove was built on more than just an app — it was a brand with a clear value proposition for both sides of the marketplace.

Brand Architecture

User Personas

Brand Identity

B2B Pitching

Project Timeline

The Execution

I translated strategy into a working product — defining the MVP, managing dev handoffs, and designing the user experience myself. I balanced speed with polish, cutting features when needed while keeping the app intuitive and credible. Alongside design, I led shop onboarding, created in-store marketing kits, and managed live beta operations — playing both coach and hands-on maker to bring Alcove to life.

MVP Build

From the B2C side, I defined the must-have features for a lean, testable MVP. I sketched flows, built wireframes, and translated requirements for the dev team — ensuring the app shipped quickly while still feeling familiar and trustworthy to users.

MVP MoSCoW

UX Design

Sketches

Flow Cards

High-Fidelity Designs

The Results

The Alcove MVP beta ran for six weeks across Los Angeles, proving freelancers would pay for guaranteed workspace while shop owners saw meaningful incremental revenue. The test also surfaced critical learnings about scale — showing the model needed chain-level infrastructure to succeed.

45 reservations booked
60 hours reserved
Shop owners earned
$30–$150 in new revenue during beta
Customers loved the frictionless, low-verbal experience
Identified scalability path: requires chain adoption (e.g., Starbucks)

Customer Experience

Customers loved the Alcove service from the outset of our testing. Like we planned, neither the user nor the host had to verbally communicate with one another to fulfill a booking. Simple table signage indicated Alcove reserved tables versus regular tables.

“Alcove seems certainly a very timely and useful new tool to make life of freelancers like me a little easier.”

– Michael E., Customer

Host Experience

We signed up 5 shops out of 100 visited for our 6-week beta test. Hosts received a 70/30 split of revenue, automated booking and exposure to new clients through our customer network. Alcove filled empty seats, increased food & beverage revenues and had the potential to add an additional $1000 per month to the average coffee shop’s bottom line.

“Yes, this is what I have been waiting for. I have been searching for a way to book space in my shop. Very excited about the potential of this platform.”

– Andrew M., Shop Owner

Post-Beta Learnings

Launching Alcove’s MVP wasn’t just about the beta test — it was also a crash course in building and scaling a startup. While the app delivered value for freelancers and shop owners, the beta surfaced critical challenges and insights that shaped next steps.

“I would pay a reservation fee in a heartbeat if I knew I could show up at my favorite Starbucks location where I can never get a table, and have one waiting with my name on it.”

– Dani Z., Customer

Acquisition hurdles

Pitching 100 shops took persistence — often 3+ visits just to reach decision-makers, with only 5 signing on.
Strong brand impressions

Welcome kits and table signage were consistently praised by hosts.
MVP gaps

Missing onboarding screens left some users confused at launch; a reminder that first impressions matter.
Shop variability

Independent cafés had inconsistent cultures and operations — limiting reliability of the model.
Path to scale

For true adoption, Alcove would need franchised partners (e.g., Starbucks, Coffee Bean) where management + built-in demand could sustain it.

Alcove was my first end-to-end venture — from co-founding to launching a live MVP. The project sharpened my ability to connect B2B and B2C needs, design user-first products, and navigate the realities of scaling from idea to market.

Takeaway