Why SMB First in Japan?
Japan’s SMB segment offers faster validation cycles, lower procurement complexity, and a clearer path to product-market fit compared to large enterprise deals. You can run more iterations, get direct user feedback, and avoid lengthy RFP processes.
Quick Tests to Validate Fit
- Vertical Landing Pages: Launch localized LPs for 2-3 sub-verticals (e.g., clinics, small factories). Measure CVR and inbound volume.
- Pilot Pricing: Offer 60-90 day pilot packages with implementation support baked in. Track activation and first-value milestones.
- Channel Assist: Pair a reseller or MS partner with your internal AE to co-pitch and shorten trust-building.
Playbook Elements
- Simple Procurement: Provide stamp-ready contracts (hanko) and bank transfer options alongside cards.
- Onboarding Kits: Japanese-language quick start guides, checklists, and recorded walkthroughs.
- Proof via Local Logos: Showcase local case studies—even small brands—to de-risk decisions.
90-Day Execution Timeline
Week 1-3: Ship localized LPs, Japanese onboarding, and a pricing page with pilot offer.
Week 4-6: Run 10-15 discovery calls, tighten pitch based on objections, and publish 2 SMB case briefs.
Week 7-9: Expand to 2-3 channel partners, co-host a mini webinar, and drive referrals.
Week 10-12: Standardize proposals, templates, and success metrics; raise price for the next cohort.
Metrics to Watch
- Time-to-first-value (TTFV) under 21 days
- Pilot-to-paid conversion above 35%
- Net revenue retention via add-ons and seats
Start with SMB, earn trust fast, and scale into mid-market with proof points in hand.
