Investing Talks
Name: Lara Alexandra Ramos Alves
Age: 45
Country of birth: Portugal
City of residence: Porto
Biographical note:
Lara Alves is 45 years old and lives in Matosinhos, where she grew up and built her roots. Ever since she was a little girl, Sunday lunches with her family were times to listen to conversations about business, something that always seemed complex and even daunting, due to the dedication it required. That's why, initially, she never thought she'd follow this line of business.
With a degree in Psychology and a PhD in Neuropsychology, she dedicated herself to understanding human behaviour and leading teams. However, as she matured and was influenced by family tradition, she ended up adapting her knowledge to the business world.
Today, she is the CEO of 100 Arrumos, a self-storage company that offers safe and reliable storage solutions. In addition, she is responsible for managing two other companies in different branches, which allows her to apply her versatility and experience in different business areas.
What inspired you to found 100 Arrumos and invest in the self-storage market?
The inspiration to found 100 Arrumos came from our own experience as customers looking for safe and reliable storage space, which unfortunately we couldn't find on the market. This motivated us to create a solution that met these needs effectively, guaranteeing security and reliability for all our customers. Precisely because it was based on our own needs, we decided to open a space that met all the requirements we had as customers. We wanted to ensure that 100 Arrumos offered the level of security and reliability that we were looking for and couldn't find.
What sets 100 Arrumos apart from other operators in the sector?
100 Arrumos differentiates itself from its competitors through four main factors: security, flexibility, transparency and innovation in the services it provides.
1 - Security: Security is a priority, with multiple levels of protection. We use advanced access control technology, recording all entrances and exits. Each unit has an individual alarm and the premises are monitored by 24-hour video surveillance. In addition, access is exclusively by key, guaranteeing complete and reliable protection.
2 - Flexibility: We offer a variety of storage unit sizes that can be adapted to customers' specific needs. Pit walls can be removed for rescheduling. Customers can start renting at any time and have ample space for loading and unloading. Our pricing policy is flexible, with rates decreasing as the size of the unit increases, offering the cheapest m² on the market.
3 - Transparency: Contracts are clear and straightforward, with no surprises or hidden costs. On our website, unit availability and prices are clearly publicised, allowing customers to make informed decisions with confidence.
4 - Innovation: The implementation of state-of-the-art security technology and the possibility of customising the units are examples of how we innovate to better serve our customers.
These factors combine to ensure that 100 Arrumos offers a safe, flexible and transparent storage service that stands out in the market.
"The self-storage market in Portugal is in a phase of growth and transformation, driven by demographic and economic trends that offer countless opportunities."
What have been the biggest challenges in developing the self-storage business in Portugal?
The biggest challenges in developing the self-storage business in Portugal have mainly been the growing competition and the public's lack of knowledge about this type of service.
With the increase in demand for storage solutions, the market has seen a growth in the number of self-storage operators.
This intensified competition requires companies to stand out through differentiated services, competitive prices and constant innovation in order to attract and retain customers.
What's more, many potential customers are still unfamiliar with the advantages and functionalities of self-storage. The lack of knowledge about how these solutions can help both companies and individuals to better manage their space is a significant obstacle.
Marketing efforts and consumer education are needed to increase awareness and understanding of this service.
These challenges require well-defined strategies to educate the market and highlight the unique advantages that self storage can offer, thus ensuring sustainable growth in the sector.
How do you assess the growth of the self-storage market in Portugal in recent years?
The growth of the self-storage market in Portugal in recent years has been remarkable, driven by several factors.
This sector has been expanding rapidly due to the growing demand for flexible storage solutions from both companies and individuals.
What are the main factors driving demand for self-storage?
One of the main factors driving this demand is urbanisation and the rising cost of living space, which are leading people to look for alternatives to store their goods safely and affordably. In addition, companies are often looking for additional space to manage their stock efficiently.
Another relevant factor is greater awareness and understanding of the advantages of self-storage, which is the result of marketing and consumer education efforts by operators in the sector. The entry of new players into the market and the expansion of existing facilities have also contributed to dynamising the market, making it more competitive and diversified.
However, despite this positive growth, the market still faces challenges, such as the need to continue educating the public about the benefits of self storage and adapting to the specific needs of Portuguese customers. In short, the self storage market in Portugal has shown promising growth, but requires a strategic approach to sustain this momentum over the coming years.
How have changes in living and working patterns (such as teleworking) impacted this market?
Changes in living and working patterns, such as teleworking, have had a significant impact on the self storage market in Portugal. With the increase in teleworking, many people now need more space at home to create a suitable working environment, which has led to a reorganisation of domestic spaces. This need to free up space has driven demand for self storage solutions, where individuals can temporarily store furniture and objects they don't use on a daily basis.
In addition, teleworking has allowed for greater geographical mobility, with some people choosing to move to areas further away from urban centres, where the cost of living is lower. This movement can result in the need to store goods during the transition between homes, thus increasing the demand for self-storage services.
Another important factor is the rising value of the square metre in urban areas, which has led many people to live in smaller spaces in order to reduce costs. This trend increases the need for external storage solutions to store belongings that don't fit in new homes, further boosting the self-storage market.
On the other hand, companies are also adapting to these changes, with many reducing the physical space of their offices and opting for external storage solutions to manage their inventory or archives. This trend is contributing to a greater diversification of the self-storage customer base, covering both the residential and business segments.
In short, changes in living and working patterns, together with the rising value of the square metre, have created new opportunities for the self-storage market, while challenging operators to adapt to the constantly evolving needs of their customers.
What challenges does the sector face in terms of regulation or competition?
The self-storage sector in Portugal faces several challenges related to regulation and competition. Although self-storage is a relatively new industry in Portugal, the lack of specific regulations can create uncertainty for both operators and customers. The absence of clear standards can lead to inconsistent practices in the market, which can affect consumer confidence. In addition, issues related to security, insurance and data protection are areas that may need more specific regulation to ensure that all companies operate under the same quality standards.
The increase in the number of operators on the market has intensified competition, forcing companies to innovate and offer differentiated services in order to stand out. This competition can put pressure on profit margins, especially if operators engage in a price war. In addition, the entry of large international players can pose an additional challenge for local companies, which need to find ways to compete in terms of price, service and technology.
These challenges require self-storage companies to be proactive in adapting to market changes and implementing practices that ensure customer trust and satisfaction, while navigating a competitive and evolving environment.
How has technology been used to improve the customer experience in the self-storage market?
Technology has played a crucial role in improving the customer experience in the self-storage market, and at 100 Arrumos we have invested significantly in technological solutions to offer an excellent service. One of the innovations we highlight is our highly flexible structure, which allows us to reschedule the size of the boxes, as long as there is physical space available. This adaptability is unique and offers our customers the chance to personalise their storage space according to their specific needs.
In addition, we have implemented a second access control system, which accurately records all entries and exits, ensuring maximum security and peace of mind for our customers. Each storage unit is equipped with an individual alarm, and our facilities are monitored 24 hours a day, guaranteeing a rapid response to any incident. This combination of advanced security technology provides a safe and reliable storage experience.
Are there any innovative projects you are implementing or planning for the coming years?
For the next few years, we plan to continue investing in technology that will further improve our customers' experience. One of the innovative projects we are considering is the integration of digital solutions that allow customers to manage their storage space more efficiently and autonomously, through online platforms and mobile applications. These innovations aim not only to increase convenience and security, but also to strengthen our position as leaders in the self-storage sector in northern Portugal.
Which regions or market segments do you consider most promising for the growth of self storage in Portugal?
The most promising regions and market segments for the growth of self storage in Portugal include, first and foremost, booming urban areas such as Lisbon and Porto. These cities have seen a significant increase in population density and housing costs, leading both individuals and companies to look for external storage solutions to maximise the space available in their homes and offices.
In addition to large metropolitan areas, suburban areas and medium-sized cities, where there is population and economic growth, also have significant potential. As more people move to these areas in search of a better quality of life and more affordable housing, the need for additional storage space may increase.
As far as market segments are concerned, small and medium-sized enterprises (SMEs) represent a promising opportunity, as many are looking for flexible and economical solutions to manage their stock and archives. Another growing segment is private individuals, especially families in the process of moving or renovating their homes, who need temporary space to store their goods.
Finally, the e-commerce segment also offers opportunities, with merchants needing space to store inventory safely and affordably. In short, the growth of self storage in Portugal can be driven by a combination of demographic, economic and market factors, with various regions and segments showing significant potential.
At 100 Arrumos, we have 5000m² of self-storage space, strategically divided between two locations: S. Mamede de Infesta and near the airport. This presence in the north of the country reinforces our commitment to serving a region with great growth potential.
How do you see this market evolving in the medium and long term, both in Portugal and internationally?
The evolution of the self-storage market in the medium and long term, both in Portugal and internationally, looks very promising. In Portugal, the market is expected to continue to grow as more people and companies recognise the advantages of flexible storage solutions. Increasing urbanisation, together with rising property prices, should continue to drive demand for self storage, especially in large cities and developing regions such as the north of the country, where we are focused.
Internationally, the self-storage market is also expanding, with many countries seeing an increase in demand for these solutions. In the United States, where the concept of self-storage is more mature, the market continues to grow, setting an example for other countries. In Europe, the market is expanding rapidly, with new operators entering and consolidating in various regions.
In the medium and long term, technology will play a key role in the evolution of this market, with the implementation of digital solutions to improve the customer experience and operational efficiency. Sustainability is also set to become a growing concern, with operators looking for ways to reduce the environmental impact of their operations.
In short, the self-storage market should continue to evolve and grow, both in Portugal and internationally, driven by demographic, economic and technological trends, which offer significant opportunities for innovation and expansion.
What advice would you give to investors interested in entering the self-storage market?
For investors interested in entering the self-storage market, there are several tips and recommendations to consider in order to maximise opportunities and minimise risks:
1 - Market researchBefore investing, it is crucial to carry out comprehensive market research to understand local demand and identify areas with growth potential. Assessing existing competition and demographic trends can help identify the most promising locations.
2 - Strategic localisation: The choice of location is fundamental. Opting for growing urban areas or suburban regions with an increasing population can be advantageous. Proximity to residential and commercial centres can increase accessibility and convenience for customers.
3 - Differentiation and Innovation: To stand out in a competitive market, it's important to offer differentiated services. Investing in technology, such as advanced security systems and digital platforms for storage management, can improve the customer experience. Also consider flexible solutions, such as the possibility of resizing units to meet specific customer needs.
4 - Sustainability: As sustainability becomes a growing concern, incorporating green practices into operations can not only reduce costs in the long term, but also attract environmentally conscious customers.
5 - Efficient management: Operational efficiency is key to success. Investing in management systems that optimise the use of space and administrative processes can increase profitability.
6 - Marketing and Consumer Education: Developing effective marketing strategies to raise awareness of the advantages of self-storage is essential. Educating the consumer about how self-storage can solve space problems can help expand the customer base.
By following this advice, investors can position themselves more effectively in the self-storage market, taking advantage of the growth and innovation opportunities available.
Would you like to leave a message for the stakeholders in the property sector who are with us at the Investing Talks at Invest 351?
I'd like to leave a message of optimism and collaboration for all the stakeholders in the property sector who are accompanying us at Invest 351's "Investing Talks". The self-storage market in Portugal is in a phase of growth and transformation, driven by demographic and economic trends that offer countless opportunities. Collaboration between the various players in the property sector is key to maximising these opportunities and meeting the challenges that arise.
I encourage everyone to explore possible synergies, whether through strategic partnerships, knowledge sharing or joint innovation. Together, we can not only strengthen the self-storage market, but also contribute to a more dynamic and resilient property sector. We will continue to work together to create solutions that respond to customer needs and promote the sustainable development of the market. Thank you for being with us.
