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Why Franchise owners hate our Development Manual

By Marc Goodin, CEO of Storage Authority, the only self storage franchise.

Franchise owners either love or hate our 240-page Dynamic Ease Development Manual.

A coffee cup with a self storage logo
There are many time strategies you need to know

They Love the Manual.


Brent just got in this month and he loves the manual. His words were:   “ I have been trying to figure out self-storage on my own and could not.  The step-by-step Dynamic Ease Development Manual is exactly what I was looking for.  It is perfect”


The Franchise owners who use the manual and share the manual checklist with us regularly are miles ahead of everyone. They typically find land faster and go around the land mines.

Rick, has been in longer than Brett and has followed the Manual to a tee for exceptional progress. His site plan was approved in a single Planning and Zoning hearing. Below is the site map from his bank application cover letter, marketing plan & project summary. He will build the project in a single phase with an opening planned for late 2024.

self storage site plan
Note the 3 detention basins. NJ has significant water quality regulations so often multiple basins are required. NJ also have great rental rates that more than off set any additional develoment costs

There is a Manual?


When some franchisees ask a question, it is evident they have not read the Manual.  I answer their question and remind them there is a section in the Development Manual that addresses that question in a lot of detail.  I remind them to read the section before to make sure they did not miss anything and the section after so they are prepared to move to the next step.


As long as these franchise owners have regular calls with the development team they will make it. I get it because I am the same way. I learn by doing as well.

I hate the Manual.


Franchise owners never really say that but they do say that’s a lot of work.  There must be a shortcut.  Unfortunately for them, the manual is the shortcut.  And they often skip many sections they feel “don’t apply to them”.

Self storage development manual table of contents
240 plus pages jam packed with info for every step of the Journey

Half of this group will forge ahead faster than anyone else. Often we hear about things after the fact. For example, I am always shocked when a franchise shares a land offer that was accepted and never even had us check out the parcel with them.  They may make more mistakes but that is not going to stop them.


The other half typically are not consistent in their efforts.  Consistent effort is often the difference between success and failure.  There is no alternative to doing the work week after week.  Part of the effort must be learning everything about self-storage and our manuals condense the learning significantly.


Which type are you?


There is one more type:  The overthinker.


 The overthinker often does not do well as an entrepreneur.  I have talked to thousands of over-thinkers and few should own their businesses.  You have to trust your gut and be a doer to be a great entrepreneur.


Yes, it is your responsibility to make sure that a decision does not lead to a knockout punch.  You have to stay in the game to succeed.  If a decision could have an extinction-level type of downside, I stop and put more thought into it.  I get my team and mentors to provide help me.


I always ask myself will this matter in 6 months?  Most of the time it will not and there will be ample time to make corrections along the way.  Most decisions you won’t remember in 30 days and neither will anyone else.


The next 2 questions I ask myself are:


1 What could go wrong and what is the downside?


2 What could go right and what is the upside?


If you want to learn more about the pros and cons of self-storage send me an email and ask for my book “Is Self-storage Your Vehicle to Wealth”? and I will immediately email it to you.

Do you want to know if you qualify for a Storage Authority Franchise?

If you fill out the application (apply icon on our website) you will have your answer in 2-3 days. Or we can have a 10-minute call today and not only will you know if you qualify, you will learn the basics of what is involved in developing and operating a self-storage business.  Give me a call or let me know a couple of good times to call you.  (Let me know the time zone - I am Eastern Standard Time)

Marc Goodin is the President of Storage Authority Franchising.  He owns 3 self-storages he designed, built, and manages. He has been helping others in the self-storage industry for over 30 years.  He can be reached at or directly at 860-830-6764 to answer your franchising, development, marketing, sales, and operations questions.  His best-selling self-storage books are available on Amazon.




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