Challenge
Japan does not work the way your home market does. Companies invest in hiring and incorporation first without knowing this, misread "we'll consider it" as positive, and withdraw within three years.
3. OVERSEAS → JAPAN | CONSIDERING JAPAN
Decide whether to set up in Japan in as few as 12 weeks, from how Japanese buyers respond
Decide before the three-year wall. Winning path → the right counterparts in Japan → meet the decision makers → decide.
THE 3-YEAR WALL
For foreign companies entering Japan, year three is the wall
About 70% withdraw or sharply downsize within three years. The cause is rarely the product or the market; it is the gap between head-office expectations and Japanese business practice. A B2B deal in Japan takes 6-18 months, against 60-90 days at home.
Months 1-6
Optimism
- "Japan is a big market. Let's figure it out as we go."
- Hire from a CV, rely on translation alone, apply home-market speed to Japan
Months 6-12
Questions
- "Why is Japan so slow? Nothing is moving."
- "We'll consider it" is misread as positive. Head office starts to doubt the Japan team
Years 1-2
Confusion
- "Let's replace the Japan team."
- Replacing people resets relationships to zero; 12-18 months of work disappears
Years 2-3
Withdrawal
- "Japan is just too different."
- JPY 100-500 million in direct costs, plus the trust of introducers and the path to re-entry
WHY NOT WITH REM
With REM, the decision comes before the wall
The 30% that succeed share three things: a three-year commitment, hiring through relationships, and measuring relationship progress before revenue. REM's 12 weeks (as few as 12) is the period in which those three years are designed.
The first hire
Why companies hit the wall
Chosen from a CV. Deals in Japan are won on relationships and trust; a person without a network cannot even reach the door, however hard they work
How REM works
REM's team, with relationships and standing in Japan, works under your business card from week one
Speed
Why companies hit the wall
Home-market speed is applied to Japan. Revenue is demanded within 12 months and Japan is judged "slow". The more you push, the more trust you lose
How REM works
In 12 weeks we collect meetings and candid feedback, then build the three-year plan on real numbers
When people change
Why companies hit the wall
Relationships belong to individuals, not the company. When the person changes, 12-18 months are lost
How REM works
Relationships are held by a team and handed over to you with records and know-how. A change of person does not stop the work
| Why companies hit the wall | How REM works | |
|---|---|---|
| The first hire | Chosen from a CV. Deals in Japan are won on relationships and trust; a person without a network cannot even reach the door, however hard they work | REM's team, with relationships and standing in Japan, works under your business card from week one |
| Speed | Home-market speed is applied to Japan. Revenue is demanded within 12 months and Japan is judged "slow". The more you push, the more trust you lose | In 12 weeks we collect meetings and candid feedback, then build the three-year plan on real numbers |
| When people change | Relationships belong to individuals, not the company. When the person changes, 12-18 months are lost | Relationships are held by a team and handed over to you with records and know-how. A change of person does not stop the work |
Source: Incredible Consulting K.K., 2025 (50+ market entries observed by the firm; not official statistics)
EXECUTIVE SUMMARY
Decide whether to set up in Japan on 12 weeks of first-hand information
REM's approach
REM members who know Japan act as your Japan representative, meet the decision makers, collect first-hand information, and clear the way to a management decision on whether to set up in Japan.
What you have after 12 weeks
Meetings with Japanese buyers, candid feedback heard in Japanese, regulatory checks, and real numbers for a three-year plan: the material to decide whether to set up in Japan.
THE WALL
For foreign companies in Japan, the top barrier is finding people
Obstacles to doing business in Japan (JETRO 2016, n=197, dated)
- 48.2%
- Difficulty securing people
- 42.3%
- Difficulty communicating in foreign languages
- 38.2%
- High business costs
- 37.5%
- Complex administrative procedures and licensing
- 37%
- The distinctiveness of doing business in Japan
- 25.5%
- cite "securing people" as the top item to improve (FY2022, n=1,348)
Source: JETRO survey on foreign-affiliated companies, 2016 (n=197, top two of four ratings; dated) / same, FY2022 (March 2023, n=1,348, "items most in need of improvement")
THE APPROACH
Find the winning path before the size of the Japanese market
Before market size, start from the strategy your company can win with. Secondary information is gathered with AI, first-hand information face to face, and the decision is made after meeting the buyers in Japan.
01
Put the winning path into words
From secondary information, work backwards from Japanese market conditions, demand and product strengths to a short statement of whose problem you solve. Regulations are checked here.
02
Identify the industries and buyers to approach
From the Japanese industry's structure and market conditions, identify the industries and buyers to approach. List which industry and segment the potential customers are in, and who decides (which department).
03
Meet the decision makers
List the potential customers, and REM meets the decision makers online and in person as your Japan representative.
04
Set up in Japan (launch)
If management decides to set up in Japan, start small, build revenue, and create a structure that runs within three years.
WHY REM
Rather than hiring one country manager, make REM part of your team
Trust in Japan
Hire one country manager
Built from zero
Make REM part of your team
Starts from doors that are already open: local governments, large companies and industry networks
Time to a meeting
Hire one country manager
Long
Make REM part of your team
REM members who know Japan meet in person as your Japan representative, under your business card
Expertise
Hire one country manager
One person's worth
Make REM part of your team
Specialists assembled per project (regulation, industry). Know-how is handed over to your Japan team
When people change
Hire one country manager
Relationships vanish; a year or more to recover
Make REM part of your team
Relationships are held by a team. Records remain and the work does not stop
Cost
Hire one country manager
Fixed costs come first
Make REM part of your team
Monthly. You decide after 12 weeks whether to set up in Japan
| Hire one country manager | Make REM part of your team | |
|---|---|---|
| Trust in Japan | Built from zero | Starts from doors that are already open: local governments, large companies and industry networks |
| Time to a meeting | Long | REM members who know Japan meet in person as your Japan representative, under your business card |
| Expertise | One person's worth | Specialists assembled per project (regulation, industry). Know-how is handed over to your Japan team |
| When people change | Relationships vanish; a year or more to recover | Relationships are held by a team. Records remain and the work does not stop |
| Cost | Fixed costs come first | Monthly. You decide after 12 weeks whether to set up in Japan |
Source: Top obstacle in Japan is "difficulty securing people", 48.2% (JETRO 2016, n=197, dated) / 12-18 months lost when the representative changes (Incredible Consulting 2025, the firm's observation) / five subsidiaries: REM track record
12 WEEKS
The 12 weeks (as few as 12): identify → meet → decide
Meet the buyers before hiring or incorporating. Your side provides a decision maker at two regular meetings a month, one point of contact, and your materials and pricing.
Weeks 1-4 (typically 2)
Identify
- State the winning path in a short sentence; check regulations
- From the industry's structure and market conditions, identify the industries and buyers to approach
- Agree the long list, the definition of a meeting and the target count
Weeks 5-10
Meet
- REM meets the decision makers as your Japan representative
- Reactions, conditions and what lies behind "we'll consider it" are recorded
- The initial strategy is corrected against reality and updated
Weeks 11-12
Decide
- Whether to set up in Japan, decided by your management as a whole
- Go: a three-year plan (counterparts, team, priorities)
- No-go: the reasons, and the conditions for reconsidering
FEES
Fees: monthly retainer + success fee
From USD 4,000 / month (excl. tax) + success fee
As few as 12 weeks of work. Specialist time is quoted per project. The success fee is set by the number of qualified meetings; the definition of a meeting and the target count are agreed with you in weeks 1-4. No fixed cost for hiring or incorporation is committed up front.
Success fee earned (for a target of 10 meetings)
- 0-3 meetings: 0%
- 4 meetings: 25%
- 5 meetings: 50%
- 6-9 meetings: 60-90%
- 10 or more: 100%
For a different target, the same ratios apply. Results are measured by the progress of meetings, partnerships and contracts; we do not guarantee revenue.
The first step is a free 30-minute call
1) Free 30-minute call (online) → 2) We summarize your situation and candidate markets on one page → 3) We propose a plan and quote for as few as 12 weeks