18(a) Describe the mission/purpose of your proposed gTLD

Prototypical answer:

18.1 Mission and Purpose of the .STORAGE gTLD

Self Storage Company LLC (“Self Storage LLC”) has filed this application for the .STORAGE gTLD with the intention of bringing to market a trusted, hierarchical, and intuitive namespace for the membership network of businesses, individuals and organization having a meaningful nexus to the self storage sector, ( the “Storage Network”) including but not limited to, self storage companies; companies providing management services to self storage companies, companies owning real estate used or intended to be used for self storage, self storage trade associations, and entities offering products and services aimed primarily at self storage industry.

According to statistics from the Self Storage Association, a thirty-five year non-profit association, which serves as the official trade organization in the US and international self storage industry, the self storage sector has been one of the fastest-growing sectors in the US commercial real estate industry over the last 35 years. According to recent statistic, out of 58,000 self storage facilities located world wide, approximately 46,500 were located in the United States. While the top-5 self storage companies (four of which are publicly traded companies), own and operate some 4,850 self storage facilities, the majority of self storage facilities (over 27,000) are owned and operated by a single entity. The facilities in the US alone account for 2.22 billion square feet of space. These facilities accounted for over $22 billion in revenue and $3 billion in local property taxes. See http:⁄⁄www.selfstorage.org⁄ssa⁄Content⁄NavigationMenu⁄AboutSSA⁄FactSheet⁄default.htm

18.1.2 Proposed Business Model

Self Storage LLC’s current best thinking involves a business model in which generic names (e.g. rental, indoor, boats, cars, etc.) and geographic (city⁄state) domain names would initially be reserved⁄allocated to the registry operator to provide a hierarchical and intuitive framework for consumers to more easily navigate the .STORAGE namespace. This gTLD will provide a network of online resources for members of the sector served by the Storage Network, as well the customers that they serve.

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