How to Reach Your Business Goals When Reality Throws Unimaginable Obstacles at You...

How We Build a Thriving Business in Uncertain Times: Lessons from SOK Works’ Journey

From a Newcomer to a Market Leader

Navigating Uncertainty: From a Pandemic to Wars and the High-Tech Crisis- SOK Works’s Journey of Overcoming Challenges and Thriving.

Turning Challenges into Opportunities

SOK’s journey in Israel began in February 2020 with the opening of our first location in Nitsba Tower, Tel Aviv, following the success of our premium locations in Russia. Entering a highly competitive market with a new and unfamiliar brand, we had to learn quickly, adapt, and prove our value.

Naturally, as a new brand entering the Israeli market from abroad, clients had to take a chance on us — especially since we barely had time to market ourselves before the pandemic began.

Just two weeks after our grand opening, the COVID-19 pandemic struck, forcing us to quickly adapt to a new reality. The world went into lockdown, businesses closed, and workspaces remained empty. We had to act with determination and creativity.

Through persistence and teamwork, we minimized losses, successfully navigated the crisis, and even seized opportunities by leasing our space for TV productions and commercials.

Despite everything, we achieved an impressive 97% occupancy rate, securing deals with major companies. While the market struggled, our site exceeded expectations, our network remained strong, and ultimately, we maintained profitability.

Expanding Despite Global Uncertainty

Armed with key insights, we moved forward with our original plan: expanding in Israel.

However, in February 2022, as the Russia-Ukraine war broke out, our focus shifted. We dedicated resources to supporting refugees by allocating a designated area in our Tel Aviv site for immigrants seeking a stable place to continue managing their businesses remotely. With sensitivity and collaboration, we provided them with support, accessibility, and stability to help them navigate their challenges.

As the situation stabilized, in January 2023, we resumed our expansion efforts and signed an agreement to establish a new location in Rishon Lezion, offering a high-tech-standard business environment. This new site spans two premium floors in Millennium Tower, the only ones with balconies and breathtaking sea views. Designed as a business hub outside high-traffic zones, it quickly attracted leading companies from across the region.

Overcoming the Challenges of the War

The grand opening of the Rishon Lezion location was scheduled for November 1, 2023. However, three weeks before the launch, Israel faced one of its toughest moments with the outbreak of war on October 7. Economic uncertainty, ongoing rocket attacks, and hundreds of hostages raised doubts about whether we could proceed as planned.

Navigating these unprecedented challenges required not only determination but also strong collaboration. Despite market uncertainty and the war in the background, our suppliers and clients placed their trust in us, enabling us to secure new and fast agreements, including sourcing an additional glass supplier for office partitions, which allowed us to ensure that orders arrived on time and met the highest quality standards.

Moreover, furniture stuck in shipping containers was replaced, and the site opened on time with a heartfelt ceremony attended by business community members, the mayor of Rishon LeZion city, and his team.

A Thriving Community

Despite the challenges brought by the war, by early 2024, we began to see the results of our efforts over the past two years. Large companies joined our sites after intense negotiations with multiple competitors. Ultimately, they chose us for our proven flexibility, strong recommendations from existing clients, and unwavering commitment to delivering top-tier service.

Additionally, a company that initially launched with us experienced remarkable growth and transitioned to self-managed traditional offices in 2023. However, recognizing the unmatched service and support we provide, they gradually returned — eventually occupying two entire floors in our Tel Aviv location.

Against all odds, we soon reached 88% occupancy across our entire network in Israel. A significant achievement on its own, made even more remarkable by the challenges of the time. This milestone was the result of strategic decisions, dedicated teamwork, and a commitment to delivering value despite the uncertainties.

Building on this momentum, by the beginning of Q4 2024, as our growth continued, we reached 100% occupancy in Tel Aviv — an exceptional benchmark in the industry.

In Rishon Lezion, after one full year of operation during one of the most difficult periods in Israel’s history, we are proud to host hundreds of members from various companies and organizations. Companies that relocated from Tel Aviv, Petah Tikva, and surrounding areas have made our site their second home, creating a dynamic business community of productivity and success.

A community built on trust and mutual support, which we value through actions, not just words. Throughout our journey in Israel, we have experienced both challenging and prosperous times — from COVID-19 and hybrid work models, through the high-tech protests and the struggles of startups raising investments, to times of war and emergency military drafts.

We have always stood by our clients, demonstrated flexibility, and created tailored solutions to meet their evolving needs.

A Lesson in Growth & Resilience

Looking back, our journey in Israel has been far from ordinary. Breaking into a crowded market as a new brand, navigating a global pandemic, overcoming economic and security crises — and still achieving outstanding success — is no small feat.

We succeeded because we chose the right locations, worked with the best suppliers, built a strong team, and earned the trust of loyal customers.

Thank You!

I want to express my gratitude to the investors and owners of the buildings where we established our sites they believed in us, supported our vision, and invested their resources, trusting us to deliver excellence. We take pride in meeting the high expectations we set for ourselves and those we promised to them.

So thanks to..

✅ To the entrepreneurs and leading investors who trusted us and partnered with us.

✅ To our dedicated team, who stood by us through all the challenges.

✅ To our clients, who placed their trust in us.

We remain committed to providing you with the best service, every day, all year long.

Be part of our journey — let’s grow and thrive together as we expand into new opportunities and shape the future of work!

Aleks Barafanov,

CEO,

SOK WORKS ISRAEL