YOUNEEDS CEO – “It’s All About Connection” – Unique Opportunities of the Japanese Market
My proudest moment was when I decided to not only focus on the Japanese market but also aim to connect with the global market.
Who are you and what do you do?
My name is Waka Someno and I am CEO of YOUNEEDS. I am a seasoned sales professional and business owner with extensive experience in selling marketing solutions and systems in Japan.
What was the background to establishing YOUNEEDS?
Originally, I established YOUNEEDS to provide marketing services to small and medium-sized enterprises in Japan. Our focus was domestic, at first. However, I soon realized that there is a need for Japan-based help and support for foreign companies looking to establish themselves in Japan. It was a light bulb moment for me and now our company mainly works to support foreign clients.
What is the mission of YOUNEEDS?
It’s all about connection. The mission of YOUNEEDS is to connect foreign companies looking to expand their business in Japan with Japanese companies established in the market. We have the know-how which foreign companies may lack, plus a fundamental understanding of business customs in Japan. Our extensive network of contacts and our marketing skill also helps to make us leaders in the field. With the number of foreign companies looking to invest and expand into Japan increasing, I feel that the mission of YOUNEEDS is more important now than ever before.
What unique challenges do foreign companies face when entering the Japanese market?
The most common challenge is that many foreign companies don’t understand the Japanese market well enough to effectively select their target audience. It’s alluring to think that it’s possible to get enough information through internet searches. But in reality, there is no substitute for the assistance which can be gained from Japanese professionals, like the staff at YOUNEEDS. We know the market intimately and can select high quality leads on behalf of foreign clients, at pace. Japanese companies can also be averse to cold calling, and it takes skill and sensitive communication to ensure that all leads are effectively capitalized upon. Sensitive and effective communication with Japanese counterparts is one of the things we excel in, so it’s very rewarding to be able to bring those skills to bear on behalf of foreign clients.
What was your proudest moment during your time at YOUNEEDS?
My proudest moment was when I decided to not only focus on the Japanese market but also aim to connect with the global market. I recognized that there was a pressing need for better support for foreign markets looking to enter Japan, so decided to expand the scope of YOUNEEDS. This was not a sure-fire success, and I had some misgivings about expanding the scope of our offering at the time. However, looking back, this was the best decision that I made as CEO. Our role is vital in the current business environment in Japan. Being able to help foreign companies connect with companies in Japan and watching our clients expand their horizons is incredibly rewarding. I’m proud of what we have achieved at YOUNEEDS so far and excited for what the future will bring.
What is the future of YOUNEEDS and the market in Japan?
Japan itself is a shrinking market due to its aging population and declining birthrate. However, as one of the largest economies in the world, interest in Japan from foreign companies remains high. In this context, collaboration with the global market is essential for the development of Japan’s market and its evolution into the future. I believe it is YOUNEEDS’ role to help shape Japan’s future in partnership with the world, providing outstanding value for not only Japanese companies, but also our foreign clients. The Japanese market is changing, and I am proud that YOUNEEDS is here to help facilitate that change.