Tandem GTM brain

Tandem combines an AI-assisted office search platform with local brokerage support for businesses leasing offices in New York, San Francisco and Boston.

category

Office leasing brokerage

market profile

  • text: Office inventory and broker relationships are fragmented, making comprehensive searches and price comparisons difficult.
  • text: Tandem combines online discovery, tour coordination and human negotiation support, earning a landlord-paid commission.

personas

  • title: Startup Founder or CEO
    pains:
    • Needs an office quickly while hiring but lacks time to contact landlords and coordinate tours.
    • Wants to compare lease terms without accepting the first broker's shortlist.
  • title: Chief of Staff or Operations Lead
    pains:
    • Must consolidate requirements, listings, tours and stakeholders into a manageable search.
    • Needs confidence that the price and space fit the team's growth plans.
  • title: Office Manager or Workplace Lead
    pains:
    • A coming lease expiration makes timing and negotiation urgent.
    • Scheduling and following up with multiple landlords consumes staff time.

icp

  • text: Growing startups and small or midsize companies seeking physical office space in San Francisco, New York City or Boston.
  • text: Companies evaluating a new, expanded or replacement office and seeking market inventory plus broker support.

message pillars

  • text: Move quickly from search to lease.
  • text: See a wider set of available spaces.
  • text: Have local support through negotiation.

objections

  • objection: Will we pay brokerage fees?
    response: Tandem says tenants use the service free and the landlord pays when a lease is signed; confirm the specific lease terms.
  • objection: Will we miss listings or off-market opportunities?
    response: Compare Tandem's consolidated inventory and local team's coverage against the neighborhoods and requirements in your brief.
  • objection: An online search cannot replace local negotiation expertise.
    response: The service pairs online browsing with local agents who support tours and negotiation.

competitors

  • name: TheSquareFoot
    why: Office search and brokerage alternative identified in a product comparison.
  • name: LiquidSpace
    why: Flexible office marketplace competing for teams searching for space.
  • name: Upflex
    why: Workplace platform offering access to flexible office spaces.

influencers

  • name: Rafael Sands
    why: Co-founder and CEO, named on Tandem's team page.

keywords

  • startup office space NYC
  • office space San Francisco
  • Boston office leasing
  • office broker for startups
  • flexible office lease
  • office space tour
  • commercial lease negotiation

voice

  • Plainspoken and founder-friendly
  • Fast and practical
  • Reassuring

signals

  • text: A startup has raised funding and is hiring in a served city.
  • text: An office lease is approaching expiration or headcount has outgrown the existing space.

pricing

model: free
starting price: Free for tenants; landlord pays a commission when a lease is signed

motion

hybrid

channels

  • SEO
  • LinkedIn
  • YC network
  • referrals
  • events

confidence

high

Founders

  • name: Rafi Sands
    title: Founder/CEO
    role: CEO
    bio: Co-Founder & CEO of Tandem. 20-time marathon runner, (former!) Guinness World Record Holder, Oaklandian. Spent two years at Stanford researching the future of the office market after COVID under Professor Nick Bloom. Blog at rafisands.substack.com
  • name: Brendan Suh
    title: Founder
    role: Founder
    bio: Co-founder & COO @ Tandem https://tandemspace.com/

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