Natasha Guerra Of Runway East On Five Things You Need To Create A Highly Successful Startup

Startups have such a glamorous reputation. Companies like Facebook, Instagram, Youtube, Uber, and Airbnb once started as scrappy startups with huge dreams and huge obstacles. Yet we of course know that most startups don’t end up as success stories. What does a founder or a founding team need to know to create a highly successful startup? In this series, called “Five Things You Need To Create A Highly Successful Startup” we are talking to experienced and successful founders and business leaders who can share stories from their experiences about what it takes to create a highly successful startup. As a part of this series, we had the pleasure of interviewing Natasha Guerra.

Natasha Guerra is the CEO of Runway East, a leading provider of flexible office spaces for ambitious companies in the UK. Under her leadership, Runway East has grown into a community-driven space for entrepreneurs and startups, with an emphasis on creativity, collaboration, and innovation. Natasha is a passionate advocate for creating work environments that inspire growth and promote sustainability, as evidenced by Runway East’s B Corp certification.

Thank you so much for joining us in this interview series! Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started?

After completing a Master’s in Management, I explored different roles in startups across Silicon Valley and London. During this time, I had the chance to run the ICE List, a community of entrepreneurs and investors, which exposed me to the energy and creativity of the burgeoning tech scene in Old Street. Being ‘dialed in’ to that scene was crucial in getting the customer insight to start Runway East.

What was the “Aha Moment” that led to the idea for your current company? Can you share that story with us?

I never wanted to grow up and work in a boring office. Then, whilst working for a startup, I found myself in one. It had filament light bulbs and a trendy design, but there was no vibe, and all the other startup founders we knew had the same problem, of wanting an office which really made you excited to go in for the day, and where you could connect with other people. So my ‘aha’ moment was realising that lots of other people felt the same way as I did, and want more from the office. That’s where Runway East — and our mission to destroy boring offices — comes from.

Was there somebody in your life who inspired or helped you to start your journey with your business? Can you share a story with us?

My dad — when I was growing up he worked as a mechanic, but he always had a side hustle on. He has a great energy and enthusiasm for trying new things, and not being afraid of failing. I think a lot of parents don’t pass on ‘healthy risk-taking’ to their kids, and tend to push them towards traditional jobs like lawyers and accountants. I’m really grateful my dad taught me the opposite, and to see the fun in the ‘less safe’ route.

What do you think makes your company stand out? Can you share a story?

I think a key advantage we’ve had is that we are ‘startup people who made something for other startup people’ — most of our competitors are ‘property people who made something for startup people’. This means we’ve always had a focus on the experience in our sites, and how small touches like cake, drinks, events, make people feel, whereas our competitors can tend towards focussing on the things they know — which is the physical design of a space. It has also been a disadvantage — our design in the early years certainly left something to be desired! But it certainly has made us stand out and enabled us to build a loyal customer base of companies like us.

How have you used your success to bring goodness to the world?

Runway East is a certified B Corp, and that’s something I’m incredibly proud of. We continually challenge ourselves to improve our social and environmental impact. It’s not just about building a successful business — it’s about building one that is sustainable in all aspects.

You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

1. Question the Status Quo: I’m always questioning how things are done. For example, our sites are run on partnerships with landlords rather than traditional landlord-to-tenant leases, but it took a lot of time to do the initial education which allowed this to happen.

2. Persistence: Starting Runway East wasn’t easy — as I just mentioned we were the first to introduce partnerships with landlords, and we got a lot of “no’s.” But persistence paid off, and we eventually found the right partners who shared our vision.

3. Prioritisation: Early on, I learned the importance of not sweating the small stuff. I focus on what truly moves the needle, and I encourage my team to do the same.

Often leaders are asked to share the best advice they received. But let’s reverse the question. Can you share a story about advice you’ve received that you now wish you never followed?

“Don’t worry, this COVID thing will blow over.”

Can you tell us a story about the hard times that you faced when you first started your journey?

Oh, yes, we call it “Beam Gate”. When we opened our first site, a structural beam fell, forcing us out of the space after just two months. We had to rehouse all our members, and since we couldn’t charge them during that time, cash flow became a huge issue. We begged, borrowed, and did whatever we could to find a temporary solution, it was a gruelling experience but we made it work in the end.

Where did you get the drive to continue even though things were so hard? What strategies or techniques did you use to help overcome those challenges?

A friend, Alex, once told me “Nothing is ever as good or as bad as it seems.” and it really stuck with me. When challenges arise, I try to compartmentalize them — step back, let the initial emotions pass, and tackle them one by one. Over time, I’ve learned that experience makes you more resilient. You stop overreacting and start solving.

The journey of an entrepreneur is never easy. How do you ride the emotional highs and lows of being a founder?

Again that phrase comes to mind, “Nothing is as good or as bad as it seems” it’s really helps to put things in perspective. When things are great, I remind myself not to get too comfortable or cocky, and when things are tough, I focus on actionable steps to move forward. It’s all about staying level-headed and resilient.

Let’s imagine a young founder asks if they should go with venture capital or bootstrapping. What would you advise?

It really depends on the business model and their goals. If you’re building something that requires heavy upfront investment, VC might be the way to go. But bootstrapping teaches you discipline and forces you to find a sustainable model, which has been what has worked for us at Runway. Either way, make sure you truly understand your customers, your numbers and have a clear roadmap for growth.

What are your “Five Things You Need To Create A Highly Successful Startup”?

1. People: Your team is your foundation. Surround yourself with the right talent and partners.

2. Cash Management: Be strategic with your finances and think long-term.

3. Adaptability: The ability to pivot and evolve is critical in the startup world. Be aware of your market and the how its changing and where its staying stagnant.

4. Innovation: Challenge the norm and find unique solutions. Just because something is done a particular way does not mean its the way it should be, or that that method will work for your business.

5. Find your Rhythm: Create repeatable processes and systems that scale effectively. Ideas are cheap and execution is everything.

What are the most common mistakes you’ve seen CEOs make when starting a business?

Raising too much money too early and spending it before finding product-market fit.

How would you advise founders to take care of their mental and physical wellness?

Find a routine that works for you. The startup world glorifies long hours, but success isn’t about working 18-hour days — it’s about working smart. Prioritise balance, and don’t compare yourself to others. Personally, I’ve found that having a healthy work-life balance has made me a better leader.

This was very inspiring. Thank you so much for the time you spent with this. We wish you continued success and good health!