Case Study

Storefriendly self storage: Franchising for growth

15 pages
November 2018
Reference: IMD-7-2000

The case offers a unique perspective into franchising as a business model for growth and a reduced-risk entry path to entrepreneurship, with an application in the Singapore self-storage market. In 2011, Jes Johansen, a Swedish national, sensed an opportunity to innovate self-storage in Singapore: smaller facilities, with smaller rooms, located closer to the customer and at a higher price per m2, resulting in a smaller rental bill but much higher convenience. He had seen the concept implemented in Hong Kong by a colleague, Kevin Chang, under the StoreFriendly brand name. Jes decided this might be the opportunity he had been looking for. After convincing Kevin to become his partner, Jes set up StoreFriendly Singapore. After testing and implementing the concept in a single first outlet, proving the value proposition and getting a bit of traction, he decided to accelerate growth through an original franchise system. Over two years StoreFriendly grew to ten franchises and two owner-operated branches. In 2015, SingPost, as part of a broad logistics diversification, approached him to acquire StoreFriendly. With a catch: they wanted to own all the outlets directly…

Learning Objective
  • Franchising as business model for growth
  • franchising as lower risk entrepreneurial path
  • growth management
  • scaling up
  • business models
  • franchise relationships
  • incentive structures
  • exit management
Operation, Franchising, Business Model, Emerging Market, Entrepreneurial Leadership, Supply Chain Management, Incentive, Growth Management, Exit, Engineering
Asia, Singapore
StoreFriendly Self Storage, Logistics and Supply Chain
Field Research
© 2018
Available Languages
Related material
Teaching note, Video
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]


Research Information & Knowledge Hub for additional information on IMD publications

Discover our latest research
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics