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Early Stage

The modern alternative to storage and moving

The modern alternative to storage and moving


Raised to Date: Raised: $54,627

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Year Founded



Logistics, Delivery, & Supply Chain

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Elk Grove Village, Illinois

Business Type


Doorage, with a valuation cap of $17.5 million, is raising crowdfunding on Republic. It is a door-to-door storage provider that brings sage and convenient storage directly to the customers. The platform also helps the users get instant online estimates and bookings for movers. Doorage is a comprehensive service, including pickup, storage, and delivery. Sean Sandona founded Doorage in October 2017 and has raised over $620,000 since its inception. The current crowdfunding round has a minimum goal of $25,000 and a maximum goal of $1,070,000, and the funds will be used to increase the offerings and launch in over 20 new markets. Doorage has already served over 1,200 customers and generated more than $550,000 in sales in 2018-19. The business reported a 98% growth in 2019 and a 101% growth in 2020 year-to-date.

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Financials as of: 10/20/2020
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In 2017, 9.4% of all homeowners were renting a self-storage unit. Since 2015, the total size of self-storage space used in the United States jumped from 18.5 million square feet all the way up to 59.5 million square feet in 2019.

However, a common concern  with the current self-storage business model is security. A study conducted of the Bay Area cities (San Francisco, Oakland, and San Jose) found that in a two year span, 27 different Public Storage facilities experienced 43 break ins — and six Extra Space Storage suffered six break ins. 

Doorage is a company that seeks to eliminate the hassle and risk associated with self-storage units. It offers a unique by-volume pay model. Instead of paying a flat fee for a whole storage unit, the customer only pays based on how much volume their items take up in the Doorage warehouse. Doorage also alleviates customer stress by offering a pick-up service that will take items from a customer’s house to the warehouse — as well as allowing customers to move anywhere in the country with Doorage’s help.

Doorage has serviced more than 1,200 clients to date and has seen its revenue double in 2 years (while also being on track to double this year, as well). The company currently operates home markets in Chicago, Milwaukee, and Madison, WI. They offer nationwide pickup and delivery and will soon be picking up more markets in the Ohio River Valley (Cincinnati, Indianapolis, Louisville, Lexington, Columbus, Dayton). They’ve also begun market testing in Houston, which is the largest market for self-storage in the country.

Doorage’s current Republic raise has been rated a Neutral Deal by the KingsCrowd investment team.

Next Section: Price


Doorage is raising at a $17.5 million valuation cap with no discount. Given how recently Doorage has emerged into this market — one that does have much competition — there are questions as to whether or not Doorage will be able to grow fast enough to validate this high of a valuation. Therefore, Doorage’s price score is its lowest across all five metrics.

Next Section: Market


Doorage operates at the intersection of the self-storage and moving markets. This works out well for Doorage, as the moving industry has an estimated market size of $14.4 billion. However, it is also expected to shrink by up to 21% in 2020. The self-storage industry, on the other hand, was valued at $37 billion in 2018 . This market is projected to continue increasing, as it is estimated to rise up to $49 billion by 2024. The rise in urbanization across the United States has led more and more people to use self-storage facilities as apartments have limited space.  

Doorage is facing negative market growth on one side — moving — and positive growth on the other — self-storage. However, the obtainable self-storage market for Doorage is limited by more established competitors the company must face. Thus Doorage’s market score is relatively low.

Next Section: Team


Doorage was founded by Sean Sandona. He previously founded North Village Group (based in Elk Grove Village, Illinois) in 2009, which provides commercial snow and ice management services and specialty construction services. He appears to still be a Chairman for the company today. 

Sandona is joined by a team of strategic advisors, such as Ben Brownback (CEO/Executive Producer at The B2 Group), Wilbur You (CEO and founder of marketing and advertising company, Youtech.), and Jerry Richman (Partner at Richmond Breslin LLP).

The team draws from a wide array of industries, but none have experience in the storage or moving industries. However, Sandona does bring past entrepreneurial experience to the company. These factors yield Doorage an above average team rating.

Next Section: Differentiators


At face value, it may be easy to write Doorage off as just another storage company that may or may not have a chance to break into the market and operate as a profitable business. However, there are some key ways in which Doorage stands out from their competitors.

Doorage’s payment plan is something that may be attractive to many customers. A different storage company may force the client to rent an entire unit, regardless of whether or not they have enough items to fill it. Doorage provides customers with more flexibility through its storage-by-volume price model. This unique pricing structure is likely to appeal to a much wider customer base, perhaps even drawing in people who would not otherwise spend money on self-storage services.

Finally, what makes Doorage most unique from its competitors is its pick-up service. Most storage facilities are just that — storage facilities. If you’re a Doorage client and need to move across the country, all it takes is using its proprietary instant quote system and booking with a single click. Doorage supplies its own moving containers and deals with all of the hassle of transporting the customer’s belongings to their new location — a system that is designed to alleviate as much stress as possible for the customer. This is a strong departure from Doorage’s competitors.

These may seem like strong differentiating factors — and they are. However, they are also easily replicated by more mature competitors. Doorage holds no technology, patents, or other intellectual property that would prevent other self-storage companies from replicating its model. Thus, the differentiators score for Doorage is middle-of-the-road.

Next Section: Performance


Doorage’s performance thus far has been promising. It has had over 1,200 customers to date in its Chicago market, accruing $1.1 million in revenue since its launch in spring 2018. It has grown at a rapid rate since opening operations in 2 new markets (both opened in 2019), closing August 2020 with a 351% increase in revenue year over year.   

Doorage is also in the midst of an acquisition in Cincinnati, which will allow it to expand into six new markets. The success that it has shown in its home market of Chicago bodes well for the company’s chances to replicate these results in similar cities across the Midwest.

The overall financial outlook for Doorage also looks solid. With its core subscription-based storage business, it has managed a $32k/month of MRR (monthly recurring revenue) throughout 2020. This consistent revenue has allowed Doorage to pay off its long-term debts ($864k down to 628k in the most recent fiscal year), while taking on slightly more short term debt. Thus, Doorage’s performance score is its highest.

Next Section: Other

Bearish Outlook

While Doorage has shown that it has the potential to become a successful business in its home market of Chicago and nearby cities, there are certainly questions when it comes to scalability. Different areas of the country provide different challenges — there is no guarantee that Doorage is capable of making the transition from a regional company to national company.

The business also prides itself in its perfect record — the CEO claims that Doorage has never lost a single storage item. For a small business that operates on a recurring revenue model, building trust with your core customers is integral to future success. As the company continues to expand, this perfect record will be tested. Any lost item or compromised facility could lead to disappointing results from Doorage in the long term, as consumers could lose trust in the company.

Lastly, it is also worth noting that there is established competition in the self-storage industry. Doorage has worked hard to set itself apart from its competitors through its storage-by-volume price model and pick up service. However, these attributes are easily recreated by other companies that already have brand name recognition among consumers. As Doorage expands its footprint, it will need to maintain its differentiated edge — which may grow increasingly challenging.

Next Section: Bullish Outlook

Bullish Outlook

Doorage has a relatively proven track record — albeit on a small scale — with solid financials to back it up. The business plan is strong, and differentiates itself from other companies operating in similar spaces.

The business is growing at rapid rates, and the possible expansion into six other Midwestern cities would only accelerate an already high growth rate. Not to mention, the prospect of opening a branch in Houston — the largest single market in the U.S for the storage industry — in 2021 also bodes well for the trajectory of the company. Doorage could be on the path to rapid expansion and revenue growth if things continue to go smoothly for the company.

Next Section: Executive Summary

Executive Summary

Doorage is attempting to change the self-storage industry through its unique price model and pick up service. The company has had a strong start — more than $1 million in revenue already and a healthy revenue growth rate for the latest year. Doorage has plans to expand into further cities, which is another encouraging sign for the company.

However, there are concerns that investors should consider. The company’s valuation seems quite high given its current stage of development and growth. There is no proof yet that Doorage will continue to see rapid revenue growth as it expands — especially considering that the company will certainly have to spend capital to support these new locations. The sole founder has entrepreneurial experience, but he has not worked in the self-storage industry before. While he may have the skills to create a successful small business — as shown by North Village Group — it is unclear that he can grow Doorage to such a scale that investors would see significant returns. Lastly, there is also the risk that competitors may replicate Doorage’s pricing model or pick up service. If that were to occur, Doorage would no longer hold an edge over more established companies in the market. Therefore, Doorage has been rated a Neutral Deal.

For questions regarding the KingsCrowd staff pick or ratings for this company, please reach out to

Analysis written by Ethan Thomas. 

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Doorage on Republic
Platform: Republic
Security Type: SAFE
Valuation: $17,500,000

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