SoftBank Group Corp.'s massive investment in WeWork triggered a multibillion-dollar write-down and a rare apology from founder Masayoshi Son. But one analyst argues the deal is likely to work in the end and SoftBank will have the "last laugh."
Chris Lane of Sanford C. Bernstein says WeWork can have a bright future if SoftBank overhauls the business plan and focuses more carefully on the evolution of the corporate office market. He likens WeWork's business model to that of Starbucks, where branding, consistency and global scale give it an advantage over the competition.
Lane argues WeWork can achieve profitability if it pulls back on extraneous areas and calms a frenetic pace of expansion to focus on filling up existing space. That will allow it to grab an estimated 8 percent of an emergent market for pre-fitted offices for corporate clients, almost like a white-label tech gadget or home appliance.