ESTABLISHING - ジェトロ（日本貿易振興機構）Abercrombie & Fitch (apparel) Costco...
14
ESTABLISHING AN OFFICE IN JAPAN 2014
Transcript of ESTABLISHING - ジェトロ（日本貿易振興機構）Abercrombie & Fitch (apparel) Costco...
ESTABLISHINGAN OFFICE IN JAPAN
2014
Japanrsquos Business Advantages
01
bull Attractiveandstrategicgovernmentincentives
bull Advancedbusinessinfrastructure
bull Well-developedlawsandregulations
(IntellectualPropertyRightsetc)
bull Higherqualityoflife(safetyconvenient
transportationsystemsetc)
Findmoreinformation
wwwjetrogojpeninvestwhyjapan
As you expand your business globally consider Japan as an attractive location for investment By establishing a physical presence in Japan global companies can benefit from special advantages
bull Oneofthelargesteconomiesintheworld
bull Largenumbersofleadingglobalcompanies
andSmall-to-Medium-sizedcompanies
(SMEs)withproprietarytechnologies
bull Industryclustersofinnovativecompanies
withoutstandingtechnologiesand
RampDcapabilities
bull Highly-skilledworkforce
bull ExceptionallyhighJapaneseconsumerdemands
thatfosterthedesignofproductsandservices
thatarecompetitiveinworldmarkets
02
The Japanese national and local governments offer subsidies preferential taxation and fast-track immigration procedure to encourage investment in Japan JETRO can help you collect information on relevant incentive programs to make your entry into the Japanese market as cost effective as possible
Subsidy Program for Projects Promoting Foreign Direct Investment Site Location and Regional Development in Japan (Project of Site Location for Global Companies)EveryyeartheMinistryofEconomyTradeandIndustry
(METI) of Japan funds a highly competitive subsidy
programThis program offers incentives of up to 500
millionJapaneseyentoglobalcompanieswhoplanto
establishnewhigh-value-addedbusinessoperationsin
Japansuchas regionalheadquartersorRampDfacilities
The program subsidizes survey design costs facility
costsequipmentcostsandfacilityrentalchargeswhich
loweracompanyrsquosoverallcostsofenteringtheJapanese
marketSince 2010METIhas fundedover 20projects
from companies around the globe including 8 US-
ownedcompanies
Formoreinformation
IncentivePrograms
wwwjetrogojpeninvestincentive_programs
RegionalInformation
wwwjetrogojpeninvestregion
IncentivePrograms
TokyoNagoya
Osaka
Kobe
Yokohama
Fukuoka
FindmoreinformationHowtoSetUpBusinessinJapanwwwjetrogojpeninvestsetting_up
JETROrsquosIBSCwwwjetrogojpeninvestibsc
Opening anOffice in Japan
Sponsored by the Japanese government JETRO helps companies establish an office in Japan Our business development specialists will guide you through the process of opening an office in Japan at no cost
Since Fiscal Year 2003 JETRO has supported over
10000 foreign companies establishing a presence in
JapanOver1000companiessuccessfullyopenedtheir
JapanofficeutilizingJETROrsquosservices
Individual ConsultationJETROservesasJapanrsquosone-stopcentertosetupyour
business in Japan JETRO staff walks you through
procedures of establishing an office in Japan and
provides informationonall aspectsof doingbusiness
such as market and industry information incentive
programs regulatory guidance company registration
taxation labor and legal issues staff hiring and
residenceandworkvisas
JETRO can also make referrals to our affiliated
serviceproviders to receive fee-based services suchas
companyregistrationlegaltaxsocialinsurancereporting
office rental hiring and payroll processing and other
services
Temporary Office SpaceAtJETROrsquosInvestJapanBusinessSupportCenter(IBSC)
freetemporaryofficespaceisavailabletoserveasyour
baseofoperationswhileyouregisteryourcompanyand
setuppermanentofficefacilitiesinJapanTheIBSCis
staffedwithexpertsinavarietyofbusinessdisciplines
who can provide advice and information critical to
establishinga corporatepresence inJapan The IBSC
maybethemostconvenientcost-effectivewaytoenter
intotheJapanesemarketTheIBSCis
LocatedinsixmajorJapanesecitiesTokyo
YokohamaNagoyaOsakaKobeandFukuoka
Closetomajorgovernmentoffices
Convenientlylocatednearkeybusinessresources
JETRO can also assist you in finding permanent office
spaces
03
04
JETRO USAClients
JETRO has assisted many companies across a wide variety of industries Find the experiences of our US clients who successfully expanded their business to Japan at wwwjetroorgusausatojapanJETROclients
AutomotiveCooper-Standard Automotive
(automotivesystems
ampcomponents)
DURA Automotive Systems
(automotiveparts)
Intrepid Control Systems
(vehiclenetworkand
embeddedtools)
Lacks Enterprises
(automotiveparts)
Link Engineering Company
(transportationtestsystems)
Miniature Precision Components (MPC)
(injectionmoldingandassembly)
Scuderi Group
(enginetechnology)
Siegel-Robert
(automotiveparts)
acquired by Guardian and renamed as SRG Global
Tesla Motors
(electricvehicles)
05
CleantechARI Technologies (wasteprocessingtechnology)
SSI Shredding Systems (industrialshreddingsolutions)
HealthcareAcucela (developeroforally-delivered
visualcyclemodulationtherapies)
American Medical Systems (medicaldevices)
acquired by Endo Health Solutions (then Endo Pharmaceuticals)
BBK Worldwide (patientrecruitment)
Biomedical Systems (medicaldataanalysis)
Celgene (biopharmaceuticalproductsfor
hematologicalandsolidtumorcancers)
CoreLab Partners (medicalimagingandcardiac
safetyservices)
merged with BioClinica
Labcyte (low-volumeliquid
handlingsystems)
Luminex (biologicaltestingtechnologies)
NeuroSky (brainwavesensors)
Nextdocs Corporation (healthcaresoftwareprovider)
SFJ Pharmaceuticals (pharmaceuticalconsulting)
Shire (orphandrug)
JETRO USAClients
06
JETRO USAClients
Information and Communications Technology (ICT)Accel North America
(outsourcedsoftwaredevelopmentfor
consumerelectronics)
Amazoncom
(onlineshopping)
Applied Predictive Technologies
(cloud-basedpredictiveanalyticssoftware)
Connexis
(telematicsand
connectedmultimedia)
Coverity
(sourcecodeanalysissoftware)
acquired by Synopsys
Entropic Communications
(fablesssemiconductorfor
connectedhomeentertainment)
FireEye
(networksecuritysoftware)
InterCall
(teleconferencingsystems)
Lion Precision
(sensorsampequipment)
LitePoint
(testsolutionsforwirelessdevices)
acquired by Teradyne
NeoPhotonics
(photonicintegratedcircuits)
Nexenta Systems
(enterprisestoragesolutions)
Peribit Networks
(routingampswitchingequipment)
acquired by Juniper Networks
ReachLocal
(onlinemarketing)
Responsys
(cross-channelmarketingsoftware)
acquired by Oracle
Sagantec
(EDA)
Universal Display Corporation
(OLEDproducts)
VeriSilicon
(semiconductordesignand
manufacturing)
Vidyo
(videoconferencingsolutions)
Vision Critical
(insightcommunitiesprovider)
07
ManufacturingABP Induction
(metalcastinginductionsystems)
Advantek
(electronicspackaging)
Chicago Powdered
Metal Products
(powderedmetalparts)
Earthquake Protection
Systems (EPS)
(seismicisolationsystems)
FARO Technologies
(measurementdevices)
Genesis Systems Group
(roboticsystemsintegrator)
Micromeritics Instrument
Corporation
(materialcharacterizationsolutions)
RAE Systems
(radiationdetectionandmonitoring)
acquired by Honeywell
MaterialsMolycorp
(rareearthoxide)
Non-profitRoom to Read
(literacyandgenderequality
ineducation)
RetailAbercrombie amp Fitch (apparel)
Costco (wholesale)
Forever21 (apparel)
Red Wing Shoes (shoesandboots)
Sweet Endeavours(chocolate)
Tommy Bahama (retailappareland
homefurnishings)
Vera Bradley (handbagsandluggages)
JETRO USAClients
08
JETRO USAClients
ServicesAdvisory Research Inc (ARI) (investmentadvisory)
Amtech USA (US-Japanbusinessconsulting)
Aviation Concepts (airlineservices)
Boston Technologies (derivativetrading)
Consultant Solutions (businessservices)
Edelman (publicrelations)
Elanex (translation)
Gemba Research (consulting)
merged with Kaizen Institute USA
Graduate School USA (education)
IMS Research (marketingresearch)
acquired by IHS
Osha Liang (intellectualpropertylawfirm)
Quinn Emanuel (businesslitigation)
Travelzoo (onlinetravelservice)
ZS Associates (businessservices)
NeoPhotonicsSan Jose CaliforniaAleadingproviderofphotonicintegratedcircuit(PIC)
based modules and subsystems for use in optical
communicationsnetworks
Japan OfficeNeoPhotonics Japan GKHachioji TokyoYear founded 2011
N e o P h o t o n i c s ( N Y S E N P TN ) h a s r a p i d l y
expanded their global presence since 1996Their
worldwideheadquartersinSanJoseandtheirChinese
headquartersinShenzhenserveastheirkeymanufacturing
locationswithsalesofficeslocatedinNorthAmerica
Europe andAsiaTheir JapaneseRampDofficewas
opened in2011 toserve three functionsRampDsales
supportandpartprocurementsupport
Hachioji as Base Ground ndash Taking Advantage of Local Government ResourcesNeoPhotonicsrsquoJapaneseofficeis locatedinthecityof
Hachiojiamegatechnoparkofhigh-techbusinessesin
nanotechnologybiotechnologyandITTheindustrialization
projectof thisareahasbeen jointlyorganizedby the
localgovernmentandtheChamberofCommercewhich
09
JETRO ClientExperience
meanstheydedicateagreatdealoftheirresourcesto
localbusinessesldquoItisveryappealingthatwecanreceive
necessarygovernment support specific to this areardquo
commentedMrTamotsuKimuraManagingDirectorof
NeoPhotonicsJapan
Utilizing the Japanese Subsidy ProgramNeoPhotonicsrsquoRampDsite inJapanwasselected for the
Subsidy Program for Projects Promoting Asian Site
LocationinJapanofferedbytheJapaneseMinistryof
EconomyTradeandIndustry(METI)Itwasthefirsttime
NeoPhotonics had received a government subsidy It
helpedlowertheiroverallcostsofenteringthemarket
ldquo[The subsidy program] encouraged the company to
invest in JapanrdquoMr Kimura saidldquoIt definitely raised
expectations for the Japanese market within the
companyrdquo
Readthefullexperience
wwwjetroorgusapdfNeoPhotonicspdfldquo[The Subsidy program] encouraged the company to
invest in Japanrdquo
10
ReachLocalWoodland Hills CaliforniaAproviderofonlinemarketingforlocal
small-and-medium-sizedbusinesses
Japan OfficeReachLocal JapanMinato-ku TokyoYear founded2011
ReachLocal(NASDAQRLOC)hasgarneredwidespread
acclaim for their uniquemarketing solutions and has
been rapidly expanding their business worldwide
ever since their 2004 debutTheir Japan office was
establishedin2011andtheybeganfull-scaleoperations
inJune2012
Decision to Establish a SubsidiaryldquoWe originally considered a merger and acquisition
[inJapan]butaftercontactingabout20companies in
Japanwe realized that it would be difficult and time-
consuming to integrate our unique qualities ndash our
energy and our fast-paced environment ndash into an
acquired companyrdquo explained Mr Hiroyasu Hozumi
RepresentativeDirectorandCEOofReachLocalJapan
Having reached this conclusion itwas decided that it
was essential for the company to establish their own
subsidiaryinJapan
Building the Organization While At JETROrsquos IBSCBeforeopeningtheirJapanofficelocationReachLocal
spent43businessdaysinthecenterofTokyoatJETROrsquos
IBSCThe IBSC facility benefited ReachLocal a great
deal as they ran a series of interviews to hire their
staffldquo[TheIBSC]hasmanymeetingroomssuitablefor
interviewsTheroomsareniceandthelocationisidealI
interviewedalloftheinitialsalesstaffattheIBSCrdquo
MrHozumicommented
Integral to Success Market Potential Unique Technology and Brilliant StaffTheirnewoffice isnotvery far from theJETROTokyo
headquartersOncetheirofficewassetupMrHozumi
started to build up a team made up of members he
knewwerecapableof rollingout thebusinessquickly
ReachLocal is a technology company and therefore
Mr Hozumirsquos networking contacts in the IT and
telecommunication industries hemaintained from his
previous work experience also helped him find right
resourcesMrHozumiclaimedldquo[Whenestablishingan
overseasoffice]humanresourceisthekey[Sincewe
haveagreatstaffand]knowthat themarketpotential
ishereIdonrsquotseeanyreasonwhyourcompanycanrsquot
succeedinthismarketrdquo
Readthefullexperience
wwwjetroorgusapdfReachLocalpdf
JETRO ClientExperience
ldquo[When establishing an overseas office] human resource is
the keyrdquo
11
JETRO ClientExperience
ShireDublin IrelandAprovideroftreatmentsinNeuroscienceRareDiseases
Gastrointestinal Internal Medicine and Regenerative
Medicine
Japan OfficeShire Japan KKShinjuku-ku TokyoYear Founded 2012
Shire plc (Shire) a biopharmaceutical company
with corporate headquarters in Ireland has been
providing treatments in Neuroscience Rare Diseases
Gastrointestinal Internal Medicine and Regenerative
Medicinesince its founding in1986Thecompanyhas
servedpatientswithextremelyrareandlifethreatening
diseasesinoverfiftycountries
In2008Shiredecidedtoopenitsrepresentativeoffice
inJapanInFebruary2013thecompanyopeneditsnew
office in ShinjukuTokyo welcoming Steve Engen as
VicePresidentandRepresentativeDirector
Recent Trends in the Japanese Biopharmaceutical Industry May Bring Shire Key BenefitsImproving Clinical Development Environment Due
to Japanrsquos ever changing clinical and regulatory
environmentcompaniesarenowable(andencouraged)
to include Japan in a global study a clinical trial
conducted under the same protocol in a number of
countriesThis results in an increased probability for
a drug to be approved simultaneously in all regions
includingJapantherebysignificantlyreducingcostand
timetomarket
Improving Reimbursement System Drugs that are
approvedwillbeincludedonthenationalreimbursement
list within three months of approval The Japanese
government serves as one single payer significantly
morestreamlinedthanthecomplicatedprocesses that
companies need to go through in other countries In
addition a pilot program started in 2010 incentivizes
creation of innovative new drugs and promotion of
unapproved drug developmentThis sense of security
helpsbiopharmaceuticalcompaniesmakethedecision
toinvestindevelopingtreatmentsinJapantoaddress
unmetneeds
Demystify JapanMrEngenstatedldquoOneofmygoalsismakingsurewe
include Japan in global studies of our new pipeline
productssothatsuchnewproductscanbelaunchedin
Japanand theWestsimultaneouslyrdquoHecontinuedldquoIf
youarenothere(inJapan)itrsquosverydifficulttodothatrdquo
Having a local presence in Japan is also essential for
building a networkwith key players and stakeholders
involved in healthcare Opportunities in the Japanese
pharmaceutical market sound very promising Yet
manyforeigncompaniesdonotknowhowtoenterthe
JapanesemarketJapanstillremainsfarfromWestern
countries and is filled with mysteries Mr Engen
emphasized thatestablishingbusiness inJapan isstill
possible if a company has knowledge and support
ldquoJETROrsquosrolewouldbetolsquodemystifyJapanrsquoandassist
entryofforeigncompaniesrdquohesaid
ldquoJETROrsquos role would be to lsquodemystify Japanrsquo and assist entry of
foreign companiesrdquo
ReadthefullexperiencewwwjetroorgusapdfShirepdf
12
Vera BradleyFort Wayne IndianaA designer and retailer of fashionable handbags
accessoriesluggageeyeweartravelitemsandgifts
Japan OfficeVera Bradley Japan KKMinato-ku TokyoYear founded 2011
WhenBarbaraBradleyBaekgaardandPatriciaRMiller
startedVeraBradley(NASDAQVRA)in1982theideawas
tocreateluggagesthatwouldappealtofemaletravelers
Nowasafashionleaderthemanagementteamdecided
the time was right to expand internationally In 2009
aftercarefulconsiderationJapanbecametheirchoice
Step-by-Step Thorough ApproachAsVeraBradleyrsquosinterestinJapangrewseniormanagers
spoketofriendsandcolleaguesatothercompaniesthat
hadmadesimilarmovestoJapanThecompanyhireda
marketingconsultanttoadvisethemonJapanandAsia
In October 2009Vera Bradley met with the business
developmentteamofJETROChicagoJETROprovided
backgroundinformationonJapanesebusinessculture
retailenvironmentsalestrendsandconsumerpatterns
includingJETROrsquosservicesInJanuary2010VeraBradley
madetheirfirsttriptoJapantoconductmarketresearch
andlearnmoreaboutJapanrsquosretailsector
WithrepeatedtripstoJapaninthefollowingyearVera
Bradley came upwith a 2-phase strategy for entering
JapanPhase1asasoftlaunchintroducingthebrandto
bothpartnersandconsumersinJapanPhase2asthe
establishmentofpermanentretailoutletsinJapan
Ratherthanlicensingtheirbrandorworkingwithtrading
companiesVeraBradleywent to Japanon their own
ldquoBrandconsistencyandqualityisveryimportanttous
JETROhelpedusunderstandouroptionsandgaveus
theconfidencetoopendistributioninabrand-rightwayrdquo
saidMrSachinShahVeraBradleyrsquosSeniorDirectorof
StrategicInitiatives
Oncetheirstrategicpartnerswereinplacethefocuswas
onbuildingbrandawarenessTogetpeople interested
inVera Bradley the company ran several advertorials
in Japanese fashion and shopping magazines The
companycultivatedrelationshipswithinfluentialfashion
magazineeditorsaswellasstylebloggers
VeraBradleyJapanKKwasestablishedinJanuary2011
Despite theGreatEastJapanEarthquakeonMarch11
VeraBradleydecidedtomoveforwardwiththeirplanned
pop-up store at Shinjuku Isetan department store as
scheduledOverthenext12monthsVeraBradleystaged
10additionalpop-upstoresthroughoutJapanInMarch
2012 with their phase 2 plan the comapny opened
permanentstoresinJapan
LookingbackMrShahsaidoneofthebiggestchallenges
forVeraBradleywasconnectingwiththerightpartnersin
JapanldquoWelearnedpatienceinJapanItissoimportant
to take the time to build lasting relationships Things
taketimetopercolaterdquoMrShahremarked
ldquoIt is so important to take the time to build lasting
relationshipsrdquo
JETRO ClientExperience
Readthefullexperience
wwwjetroorgusapdfVera_Bradleypdf
Business amp Trade EventsFindJETRO-organizedeventsintheUStolearn
aboutdoingbusinessinJapanormeetwith
potentialJapanesepartners
wwwjetroorg
AccessJETROrsquosOnlineTradeFair
Database(J-messe)tofindfairsand
exhibitionsheldinJapanandglobally
wwwjetrogojpendatabasej-messe
NewslettersSubscribetoJETROrsquosnewslettertokeepyou
updatedwithtradeandinvestmentnewsinJapan
wwwjetroorgusanewsletters
Contact JETROFindyournearestJETROUSAoffice
wwwjetroorgusacontact
BusinessResources
13
About JETRO USA (wwwjetroorg)TheJapan External Trade Organization (JETRO)isanon-
profit government-related organization that promotes
trade and investment between Japan and the rest of
theworldOursixUSofficespursuethefollowingfour
mainobjectives
HelpUScompaniesestablishanofficeinJapan
AssistUScompaniesfindJapanese
businesspartners
ConnectUSinvestorswithcutting-edge
Japanesetechnologyventures
ShowcasepremiumJapanesegoods
JETROrsquos Partnering ProgramsMeet potential Japanese partners through our free
businessmatchingprogramsdesignedtogiveyoudirect
accesstoleadersandinnovatorsinJapanrsquostechnology
and healthcare industries The programs provide a
targeted way to make your entry into the Japanese
market for freeof chargeContactJETRO forprogram
details
TechnologyPartneringProgram
HealthcarePartneringProgram
Chicago
Atlanta
New York
Houston
Los Angeles
SanFrancisco
ThismaterialisdistributedbyJETROSanFranciscoonbehalfofJapanExternalTradeOrganizationTokyoJapanAdditionalinformationisavailableattheDepartmentofJusticeWashingtonDC
2014-06-001
Japanrsquos Business Advantages
01
bull Attractiveandstrategicgovernmentincentives
bull Advancedbusinessinfrastructure
bull Well-developedlawsandregulations
(IntellectualPropertyRightsetc)
bull Higherqualityoflife(safetyconvenient
transportationsystemsetc)
Findmoreinformation
wwwjetrogojpeninvestwhyjapan
As you expand your business globally consider Japan as an attractive location for investment By establishing a physical presence in Japan global companies can benefit from special advantages
bull Oneofthelargesteconomiesintheworld
bull Largenumbersofleadingglobalcompanies
andSmall-to-Medium-sizedcompanies
(SMEs)withproprietarytechnologies
bull Industryclustersofinnovativecompanies
withoutstandingtechnologiesand
RampDcapabilities
bull Highly-skilledworkforce
bull ExceptionallyhighJapaneseconsumerdemands
thatfosterthedesignofproductsandservices
thatarecompetitiveinworldmarkets
02
The Japanese national and local governments offer subsidies preferential taxation and fast-track immigration procedure to encourage investment in Japan JETRO can help you collect information on relevant incentive programs to make your entry into the Japanese market as cost effective as possible
Subsidy Program for Projects Promoting Foreign Direct Investment Site Location and Regional Development in Japan (Project of Site Location for Global Companies)EveryyeartheMinistryofEconomyTradeandIndustry
(METI) of Japan funds a highly competitive subsidy
programThis program offers incentives of up to 500
millionJapaneseyentoglobalcompanieswhoplanto
establishnewhigh-value-addedbusinessoperationsin
Japansuchas regionalheadquartersorRampDfacilities
The program subsidizes survey design costs facility
costsequipmentcostsandfacilityrentalchargeswhich
loweracompanyrsquosoverallcostsofenteringtheJapanese
marketSince 2010METIhas fundedover 20projects
from companies around the globe including 8 US-
ownedcompanies
Formoreinformation
IncentivePrograms
wwwjetrogojpeninvestincentive_programs
RegionalInformation
wwwjetrogojpeninvestregion
IncentivePrograms
TokyoNagoya
Osaka
Kobe
Yokohama
Fukuoka
FindmoreinformationHowtoSetUpBusinessinJapanwwwjetrogojpeninvestsetting_up
JETROrsquosIBSCwwwjetrogojpeninvestibsc
Opening anOffice in Japan
Sponsored by the Japanese government JETRO helps companies establish an office in Japan Our business development specialists will guide you through the process of opening an office in Japan at no cost
Since Fiscal Year 2003 JETRO has supported over
10000 foreign companies establishing a presence in
JapanOver1000companiessuccessfullyopenedtheir
JapanofficeutilizingJETROrsquosservices
Individual ConsultationJETROservesasJapanrsquosone-stopcentertosetupyour
business in Japan JETRO staff walks you through
procedures of establishing an office in Japan and
provides informationonall aspectsof doingbusiness
such as market and industry information incentive
programs regulatory guidance company registration
taxation labor and legal issues staff hiring and
residenceandworkvisas
JETRO can also make referrals to our affiliated
serviceproviders to receive fee-based services suchas
companyregistrationlegaltaxsocialinsurancereporting
office rental hiring and payroll processing and other
services
Temporary Office SpaceAtJETROrsquosInvestJapanBusinessSupportCenter(IBSC)
freetemporaryofficespaceisavailabletoserveasyour
baseofoperationswhileyouregisteryourcompanyand
setuppermanentofficefacilitiesinJapanTheIBSCis
staffedwithexpertsinavarietyofbusinessdisciplines
who can provide advice and information critical to
establishinga corporatepresence inJapan The IBSC
maybethemostconvenientcost-effectivewaytoenter
intotheJapanesemarketTheIBSCis
LocatedinsixmajorJapanesecitiesTokyo
YokohamaNagoyaOsakaKobeandFukuoka
Closetomajorgovernmentoffices
Convenientlylocatednearkeybusinessresources
JETRO can also assist you in finding permanent office
spaces
03
04
JETRO USAClients
JETRO has assisted many companies across a wide variety of industries Find the experiences of our US clients who successfully expanded their business to Japan at wwwjetroorgusausatojapanJETROclients
AutomotiveCooper-Standard Automotive
(automotivesystems
ampcomponents)
DURA Automotive Systems
(automotiveparts)
Intrepid Control Systems
(vehiclenetworkand
embeddedtools)
Lacks Enterprises
(automotiveparts)
Link Engineering Company
(transportationtestsystems)
Miniature Precision Components (MPC)
(injectionmoldingandassembly)
Scuderi Group
(enginetechnology)
Siegel-Robert
(automotiveparts)
acquired by Guardian and renamed as SRG Global
Tesla Motors
(electricvehicles)
05
CleantechARI Technologies (wasteprocessingtechnology)
SSI Shredding Systems (industrialshreddingsolutions)
HealthcareAcucela (developeroforally-delivered
visualcyclemodulationtherapies)
American Medical Systems (medicaldevices)
acquired by Endo Health Solutions (then Endo Pharmaceuticals)
BBK Worldwide (patientrecruitment)
Biomedical Systems (medicaldataanalysis)
Celgene (biopharmaceuticalproductsfor
hematologicalandsolidtumorcancers)
CoreLab Partners (medicalimagingandcardiac
safetyservices)
merged with BioClinica
Labcyte (low-volumeliquid
handlingsystems)
Luminex (biologicaltestingtechnologies)
NeuroSky (brainwavesensors)
Nextdocs Corporation (healthcaresoftwareprovider)
SFJ Pharmaceuticals (pharmaceuticalconsulting)
Shire (orphandrug)
JETRO USAClients
06
JETRO USAClients
Information and Communications Technology (ICT)Accel North America
(outsourcedsoftwaredevelopmentfor
consumerelectronics)
Amazoncom
(onlineshopping)
Applied Predictive Technologies
(cloud-basedpredictiveanalyticssoftware)
Connexis
(telematicsand
connectedmultimedia)
Coverity
(sourcecodeanalysissoftware)
acquired by Synopsys
Entropic Communications
(fablesssemiconductorfor
connectedhomeentertainment)
FireEye
(networksecuritysoftware)
InterCall
(teleconferencingsystems)
Lion Precision
(sensorsampequipment)
LitePoint
(testsolutionsforwirelessdevices)
acquired by Teradyne
NeoPhotonics
(photonicintegratedcircuits)
Nexenta Systems
(enterprisestoragesolutions)
Peribit Networks
(routingampswitchingequipment)
acquired by Juniper Networks
ReachLocal
(onlinemarketing)
Responsys
(cross-channelmarketingsoftware)
acquired by Oracle
Sagantec
(EDA)
Universal Display Corporation
(OLEDproducts)
VeriSilicon
(semiconductordesignand
manufacturing)
Vidyo
(videoconferencingsolutions)
Vision Critical
(insightcommunitiesprovider)
07
ManufacturingABP Induction
(metalcastinginductionsystems)
Advantek
(electronicspackaging)
Chicago Powdered
Metal Products
(powderedmetalparts)
Earthquake Protection
Systems (EPS)
(seismicisolationsystems)
FARO Technologies
(measurementdevices)
Genesis Systems Group
(roboticsystemsintegrator)
Micromeritics Instrument
Corporation
(materialcharacterizationsolutions)
RAE Systems
(radiationdetectionandmonitoring)
acquired by Honeywell
MaterialsMolycorp
(rareearthoxide)
Non-profitRoom to Read
(literacyandgenderequality
ineducation)
RetailAbercrombie amp Fitch (apparel)
Costco (wholesale)
Forever21 (apparel)
Red Wing Shoes (shoesandboots)
Sweet Endeavours(chocolate)
Tommy Bahama (retailappareland
homefurnishings)
Vera Bradley (handbagsandluggages)
JETRO USAClients
08
JETRO USAClients
ServicesAdvisory Research Inc (ARI) (investmentadvisory)
Amtech USA (US-Japanbusinessconsulting)
Aviation Concepts (airlineservices)
Boston Technologies (derivativetrading)
Consultant Solutions (businessservices)
Edelman (publicrelations)
Elanex (translation)
Gemba Research (consulting)
merged with Kaizen Institute USA
Graduate School USA (education)
IMS Research (marketingresearch)
acquired by IHS
Osha Liang (intellectualpropertylawfirm)
Quinn Emanuel (businesslitigation)
Travelzoo (onlinetravelservice)
ZS Associates (businessservices)
NeoPhotonicsSan Jose CaliforniaAleadingproviderofphotonicintegratedcircuit(PIC)
based modules and subsystems for use in optical
communicationsnetworks
Japan OfficeNeoPhotonics Japan GKHachioji TokyoYear founded 2011
N e o P h o t o n i c s ( N Y S E N P TN ) h a s r a p i d l y
expanded their global presence since 1996Their
worldwideheadquartersinSanJoseandtheirChinese
headquartersinShenzhenserveastheirkeymanufacturing
locationswithsalesofficeslocatedinNorthAmerica
Europe andAsiaTheir JapaneseRampDofficewas
opened in2011 toserve three functionsRampDsales
supportandpartprocurementsupport
Hachioji as Base Ground ndash Taking Advantage of Local Government ResourcesNeoPhotonicsrsquoJapaneseofficeis locatedinthecityof
Hachiojiamegatechnoparkofhigh-techbusinessesin
nanotechnologybiotechnologyandITTheindustrialization
projectof thisareahasbeen jointlyorganizedby the
localgovernmentandtheChamberofCommercewhich
09
JETRO ClientExperience
meanstheydedicateagreatdealoftheirresourcesto
localbusinessesldquoItisveryappealingthatwecanreceive
necessarygovernment support specific to this areardquo
commentedMrTamotsuKimuraManagingDirectorof
NeoPhotonicsJapan
Utilizing the Japanese Subsidy ProgramNeoPhotonicsrsquoRampDsite inJapanwasselected for the
Subsidy Program for Projects Promoting Asian Site
LocationinJapanofferedbytheJapaneseMinistryof
EconomyTradeandIndustry(METI)Itwasthefirsttime
NeoPhotonics had received a government subsidy It
helpedlowertheiroverallcostsofenteringthemarket
ldquo[The subsidy program] encouraged the company to
invest in JapanrdquoMr Kimura saidldquoIt definitely raised
expectations for the Japanese market within the
companyrdquo
Readthefullexperience
wwwjetroorgusapdfNeoPhotonicspdfldquo[The Subsidy program] encouraged the company to
invest in Japanrdquo
10
ReachLocalWoodland Hills CaliforniaAproviderofonlinemarketingforlocal
small-and-medium-sizedbusinesses
Japan OfficeReachLocal JapanMinato-ku TokyoYear founded2011
ReachLocal(NASDAQRLOC)hasgarneredwidespread
acclaim for their uniquemarketing solutions and has
been rapidly expanding their business worldwide
ever since their 2004 debutTheir Japan office was
establishedin2011andtheybeganfull-scaleoperations
inJune2012
Decision to Establish a SubsidiaryldquoWe originally considered a merger and acquisition
[inJapan]butaftercontactingabout20companies in
Japanwe realized that it would be difficult and time-
consuming to integrate our unique qualities ndash our
energy and our fast-paced environment ndash into an
acquired companyrdquo explained Mr Hiroyasu Hozumi
RepresentativeDirectorandCEOofReachLocalJapan
Having reached this conclusion itwas decided that it
was essential for the company to establish their own
subsidiaryinJapan
Building the Organization While At JETROrsquos IBSCBeforeopeningtheirJapanofficelocationReachLocal
spent43businessdaysinthecenterofTokyoatJETROrsquos
IBSCThe IBSC facility benefited ReachLocal a great
deal as they ran a series of interviews to hire their
staffldquo[TheIBSC]hasmanymeetingroomssuitablefor
interviewsTheroomsareniceandthelocationisidealI
interviewedalloftheinitialsalesstaffattheIBSCrdquo
MrHozumicommented
Integral to Success Market Potential Unique Technology and Brilliant StaffTheirnewoffice isnotvery far from theJETROTokyo
headquartersOncetheirofficewassetupMrHozumi
started to build up a team made up of members he
knewwerecapableof rollingout thebusinessquickly
ReachLocal is a technology company and therefore
Mr Hozumirsquos networking contacts in the IT and
telecommunication industries hemaintained from his
previous work experience also helped him find right
resourcesMrHozumiclaimedldquo[Whenestablishingan
overseasoffice]humanresourceisthekey[Sincewe
haveagreatstaffand]knowthat themarketpotential
ishereIdonrsquotseeanyreasonwhyourcompanycanrsquot
succeedinthismarketrdquo
Readthefullexperience
wwwjetroorgusapdfReachLocalpdf
JETRO ClientExperience
ldquo[When establishing an overseas office] human resource is
the keyrdquo
11
JETRO ClientExperience
ShireDublin IrelandAprovideroftreatmentsinNeuroscienceRareDiseases
Gastrointestinal Internal Medicine and Regenerative
Medicine
Japan OfficeShire Japan KKShinjuku-ku TokyoYear Founded 2012
Shire plc (Shire) a biopharmaceutical company
with corporate headquarters in Ireland has been
providing treatments in Neuroscience Rare Diseases
Gastrointestinal Internal Medicine and Regenerative
Medicinesince its founding in1986Thecompanyhas
servedpatientswithextremelyrareandlifethreatening
diseasesinoverfiftycountries
In2008Shiredecidedtoopenitsrepresentativeoffice
inJapanInFebruary2013thecompanyopeneditsnew
office in ShinjukuTokyo welcoming Steve Engen as
VicePresidentandRepresentativeDirector
Recent Trends in the Japanese Biopharmaceutical Industry May Bring Shire Key BenefitsImproving Clinical Development Environment Due
to Japanrsquos ever changing clinical and regulatory
environmentcompaniesarenowable(andencouraged)
to include Japan in a global study a clinical trial
conducted under the same protocol in a number of
countriesThis results in an increased probability for
a drug to be approved simultaneously in all regions
includingJapantherebysignificantlyreducingcostand
timetomarket
Improving Reimbursement System Drugs that are
approvedwillbeincludedonthenationalreimbursement
list within three months of approval The Japanese
government serves as one single payer significantly
morestreamlinedthanthecomplicatedprocesses that
companies need to go through in other countries In
addition a pilot program started in 2010 incentivizes
creation of innovative new drugs and promotion of
unapproved drug developmentThis sense of security
helpsbiopharmaceuticalcompaniesmakethedecision
toinvestindevelopingtreatmentsinJapantoaddress
unmetneeds
Demystify JapanMrEngenstatedldquoOneofmygoalsismakingsurewe
include Japan in global studies of our new pipeline
productssothatsuchnewproductscanbelaunchedin
Japanand theWestsimultaneouslyrdquoHecontinuedldquoIf
youarenothere(inJapan)itrsquosverydifficulttodothatrdquo
Having a local presence in Japan is also essential for
building a networkwith key players and stakeholders
involved in healthcare Opportunities in the Japanese
pharmaceutical market sound very promising Yet
manyforeigncompaniesdonotknowhowtoenterthe
JapanesemarketJapanstillremainsfarfromWestern
countries and is filled with mysteries Mr Engen
emphasized thatestablishingbusiness inJapan isstill
possible if a company has knowledge and support
ldquoJETROrsquosrolewouldbetolsquodemystifyJapanrsquoandassist
entryofforeigncompaniesrdquohesaid
ldquoJETROrsquos role would be to lsquodemystify Japanrsquo and assist entry of
foreign companiesrdquo
ReadthefullexperiencewwwjetroorgusapdfShirepdf
12
Vera BradleyFort Wayne IndianaA designer and retailer of fashionable handbags
accessoriesluggageeyeweartravelitemsandgifts
Japan OfficeVera Bradley Japan KKMinato-ku TokyoYear founded 2011
WhenBarbaraBradleyBaekgaardandPatriciaRMiller
startedVeraBradley(NASDAQVRA)in1982theideawas
tocreateluggagesthatwouldappealtofemaletravelers
Nowasafashionleaderthemanagementteamdecided
the time was right to expand internationally In 2009
aftercarefulconsiderationJapanbecametheirchoice
Step-by-Step Thorough ApproachAsVeraBradleyrsquosinterestinJapangrewseniormanagers
spoketofriendsandcolleaguesatothercompaniesthat
hadmadesimilarmovestoJapanThecompanyhireda
marketingconsultanttoadvisethemonJapanandAsia
In October 2009Vera Bradley met with the business
developmentteamofJETROChicagoJETROprovided
backgroundinformationonJapanesebusinessculture
retailenvironmentsalestrendsandconsumerpatterns
includingJETROrsquosservicesInJanuary2010VeraBradley
madetheirfirsttriptoJapantoconductmarketresearch
andlearnmoreaboutJapanrsquosretailsector
WithrepeatedtripstoJapaninthefollowingyearVera
Bradley came upwith a 2-phase strategy for entering
JapanPhase1asasoftlaunchintroducingthebrandto
bothpartnersandconsumersinJapanPhase2asthe
establishmentofpermanentretailoutletsinJapan
Ratherthanlicensingtheirbrandorworkingwithtrading
companiesVeraBradleywent to Japanon their own
ldquoBrandconsistencyandqualityisveryimportanttous
JETROhelpedusunderstandouroptionsandgaveus
theconfidencetoopendistributioninabrand-rightwayrdquo
saidMrSachinShahVeraBradleyrsquosSeniorDirectorof
StrategicInitiatives
Oncetheirstrategicpartnerswereinplacethefocuswas
onbuildingbrandawarenessTogetpeople interested
inVera Bradley the company ran several advertorials
in Japanese fashion and shopping magazines The
companycultivatedrelationshipswithinfluentialfashion
magazineeditorsaswellasstylebloggers
VeraBradleyJapanKKwasestablishedinJanuary2011
Despite theGreatEastJapanEarthquakeonMarch11
VeraBradleydecidedtomoveforwardwiththeirplanned
pop-up store at Shinjuku Isetan department store as
scheduledOverthenext12monthsVeraBradleystaged
10additionalpop-upstoresthroughoutJapanInMarch
2012 with their phase 2 plan the comapny opened
permanentstoresinJapan
LookingbackMrShahsaidoneofthebiggestchallenges
forVeraBradleywasconnectingwiththerightpartnersin
JapanldquoWelearnedpatienceinJapanItissoimportant
to take the time to build lasting relationships Things
taketimetopercolaterdquoMrShahremarked
ldquoIt is so important to take the time to build lasting
relationshipsrdquo
JETRO ClientExperience
Readthefullexperience
wwwjetroorgusapdfVera_Bradleypdf
Business amp Trade EventsFindJETRO-organizedeventsintheUStolearn
aboutdoingbusinessinJapanormeetwith
potentialJapanesepartners
wwwjetroorg
AccessJETROrsquosOnlineTradeFair
Database(J-messe)tofindfairsand
exhibitionsheldinJapanandglobally
wwwjetrogojpendatabasej-messe
NewslettersSubscribetoJETROrsquosnewslettertokeepyou
updatedwithtradeandinvestmentnewsinJapan
wwwjetroorgusanewsletters
Contact JETROFindyournearestJETROUSAoffice
wwwjetroorgusacontact
BusinessResources
13
About JETRO USA (wwwjetroorg)TheJapan External Trade Organization (JETRO)isanon-
profit government-related organization that promotes
trade and investment between Japan and the rest of
theworldOursixUSofficespursuethefollowingfour
mainobjectives
HelpUScompaniesestablishanofficeinJapan
AssistUScompaniesfindJapanese
businesspartners
ConnectUSinvestorswithcutting-edge
Japanesetechnologyventures
ShowcasepremiumJapanesegoods
JETROrsquos Partnering ProgramsMeet potential Japanese partners through our free
businessmatchingprogramsdesignedtogiveyoudirect
accesstoleadersandinnovatorsinJapanrsquostechnology
and healthcare industries The programs provide a
targeted way to make your entry into the Japanese
market for freeof chargeContactJETRO forprogram
details
TechnologyPartneringProgram
HealthcarePartneringProgram
Chicago
Atlanta
New York
Houston
Los Angeles
SanFrancisco
ThismaterialisdistributedbyJETROSanFranciscoonbehalfofJapanExternalTradeOrganizationTokyoJapanAdditionalinformationisavailableattheDepartmentofJusticeWashingtonDC
2014-06-001
02
The Japanese national and local governments offer subsidies preferential taxation and fast-track immigration procedure to encourage investment in Japan JETRO can help you collect information on relevant incentive programs to make your entry into the Japanese market as cost effective as possible
Subsidy Program for Projects Promoting Foreign Direct Investment Site Location and Regional Development in Japan (Project of Site Location for Global Companies)EveryyeartheMinistryofEconomyTradeandIndustry
(METI) of Japan funds a highly competitive subsidy
programThis program offers incentives of up to 500
millionJapaneseyentoglobalcompanieswhoplanto
establishnewhigh-value-addedbusinessoperationsin
Japansuchas regionalheadquartersorRampDfacilities
The program subsidizes survey design costs facility
costsequipmentcostsandfacilityrentalchargeswhich
loweracompanyrsquosoverallcostsofenteringtheJapanese
marketSince 2010METIhas fundedover 20projects
from companies around the globe including 8 US-
ownedcompanies
Formoreinformation
IncentivePrograms
wwwjetrogojpeninvestincentive_programs
RegionalInformation
wwwjetrogojpeninvestregion
IncentivePrograms
TokyoNagoya
Osaka
Kobe
Yokohama
Fukuoka
FindmoreinformationHowtoSetUpBusinessinJapanwwwjetrogojpeninvestsetting_up
JETROrsquosIBSCwwwjetrogojpeninvestibsc
Opening anOffice in Japan
Sponsored by the Japanese government JETRO helps companies establish an office in Japan Our business development specialists will guide you through the process of opening an office in Japan at no cost
Since Fiscal Year 2003 JETRO has supported over
10000 foreign companies establishing a presence in
JapanOver1000companiessuccessfullyopenedtheir
JapanofficeutilizingJETROrsquosservices
Individual ConsultationJETROservesasJapanrsquosone-stopcentertosetupyour
business in Japan JETRO staff walks you through
procedures of establishing an office in Japan and
provides informationonall aspectsof doingbusiness
such as market and industry information incentive
programs regulatory guidance company registration
taxation labor and legal issues staff hiring and
residenceandworkvisas
JETRO can also make referrals to our affiliated
serviceproviders to receive fee-based services suchas
companyregistrationlegaltaxsocialinsurancereporting
office rental hiring and payroll processing and other
services
Temporary Office SpaceAtJETROrsquosInvestJapanBusinessSupportCenter(IBSC)
freetemporaryofficespaceisavailabletoserveasyour
baseofoperationswhileyouregisteryourcompanyand
setuppermanentofficefacilitiesinJapanTheIBSCis
staffedwithexpertsinavarietyofbusinessdisciplines
who can provide advice and information critical to
establishinga corporatepresence inJapan The IBSC
maybethemostconvenientcost-effectivewaytoenter
intotheJapanesemarketTheIBSCis
LocatedinsixmajorJapanesecitiesTokyo
YokohamaNagoyaOsakaKobeandFukuoka
Closetomajorgovernmentoffices
Convenientlylocatednearkeybusinessresources
JETRO can also assist you in finding permanent office
spaces
03
04
JETRO USAClients
JETRO has assisted many companies across a wide variety of industries Find the experiences of our US clients who successfully expanded their business to Japan at wwwjetroorgusausatojapanJETROclients
AutomotiveCooper-Standard Automotive
(automotivesystems
ampcomponents)
DURA Automotive Systems
(automotiveparts)
Intrepid Control Systems
(vehiclenetworkand
embeddedtools)
Lacks Enterprises
(automotiveparts)
Link Engineering Company
(transportationtestsystems)
Miniature Precision Components (MPC)
(injectionmoldingandassembly)
Scuderi Group
(enginetechnology)
Siegel-Robert
(automotiveparts)
acquired by Guardian and renamed as SRG Global
Tesla Motors
(electricvehicles)
05
CleantechARI Technologies (wasteprocessingtechnology)
SSI Shredding Systems (industrialshreddingsolutions)
HealthcareAcucela (developeroforally-delivered
visualcyclemodulationtherapies)
American Medical Systems (medicaldevices)
acquired by Endo Health Solutions (then Endo Pharmaceuticals)
BBK Worldwide (patientrecruitment)
Biomedical Systems (medicaldataanalysis)
Celgene (biopharmaceuticalproductsfor
hematologicalandsolidtumorcancers)
CoreLab Partners (medicalimagingandcardiac
safetyservices)
merged with BioClinica
Labcyte (low-volumeliquid
handlingsystems)
Luminex (biologicaltestingtechnologies)
NeuroSky (brainwavesensors)
Nextdocs Corporation (healthcaresoftwareprovider)
SFJ Pharmaceuticals (pharmaceuticalconsulting)
Shire (orphandrug)
JETRO USAClients
06
JETRO USAClients
Information and Communications Technology (ICT)Accel North America
(outsourcedsoftwaredevelopmentfor
consumerelectronics)
Amazoncom
(onlineshopping)
Applied Predictive Technologies
(cloud-basedpredictiveanalyticssoftware)
Connexis
(telematicsand
connectedmultimedia)
Coverity
(sourcecodeanalysissoftware)
acquired by Synopsys
Entropic Communications
(fablesssemiconductorfor
connectedhomeentertainment)
FireEye
(networksecuritysoftware)
InterCall
(teleconferencingsystems)
Lion Precision
(sensorsampequipment)
LitePoint
(testsolutionsforwirelessdevices)
acquired by Teradyne
NeoPhotonics
(photonicintegratedcircuits)
Nexenta Systems
(enterprisestoragesolutions)
Peribit Networks
(routingampswitchingequipment)
acquired by Juniper Networks
ReachLocal
(onlinemarketing)
Responsys
(cross-channelmarketingsoftware)
acquired by Oracle
Sagantec
(EDA)
Universal Display Corporation
(OLEDproducts)
VeriSilicon
(semiconductordesignand
manufacturing)
Vidyo
(videoconferencingsolutions)
Vision Critical
(insightcommunitiesprovider)
07
ManufacturingABP Induction
(metalcastinginductionsystems)
Advantek
(electronicspackaging)
Chicago Powdered
Metal Products
(powderedmetalparts)
Earthquake Protection
Systems (EPS)
(seismicisolationsystems)
FARO Technologies
(measurementdevices)
Genesis Systems Group
(roboticsystemsintegrator)
Micromeritics Instrument
Corporation
(materialcharacterizationsolutions)
RAE Systems
(radiationdetectionandmonitoring)
acquired by Honeywell
MaterialsMolycorp
(rareearthoxide)
Non-profitRoom to Read
(literacyandgenderequality
ineducation)
RetailAbercrombie amp Fitch (apparel)
Costco (wholesale)
Forever21 (apparel)
Red Wing Shoes (shoesandboots)
Sweet Endeavours(chocolate)
Tommy Bahama (retailappareland
homefurnishings)
Vera Bradley (handbagsandluggages)
JETRO USAClients
08
JETRO USAClients
ServicesAdvisory Research Inc (ARI) (investmentadvisory)
Amtech USA (US-Japanbusinessconsulting)
Aviation Concepts (airlineservices)
Boston Technologies (derivativetrading)
Consultant Solutions (businessservices)
Edelman (publicrelations)
Elanex (translation)
Gemba Research (consulting)
merged with Kaizen Institute USA
Graduate School USA (education)
IMS Research (marketingresearch)
acquired by IHS
Osha Liang (intellectualpropertylawfirm)
Quinn Emanuel (businesslitigation)
Travelzoo (onlinetravelservice)
ZS Associates (businessservices)
NeoPhotonicsSan Jose CaliforniaAleadingproviderofphotonicintegratedcircuit(PIC)
based modules and subsystems for use in optical
communicationsnetworks
Japan OfficeNeoPhotonics Japan GKHachioji TokyoYear founded 2011
N e o P h o t o n i c s ( N Y S E N P TN ) h a s r a p i d l y
expanded their global presence since 1996Their
worldwideheadquartersinSanJoseandtheirChinese
headquartersinShenzhenserveastheirkeymanufacturing
locationswithsalesofficeslocatedinNorthAmerica
Europe andAsiaTheir JapaneseRampDofficewas
opened in2011 toserve three functionsRampDsales
supportandpartprocurementsupport
Hachioji as Base Ground ndash Taking Advantage of Local Government ResourcesNeoPhotonicsrsquoJapaneseofficeis locatedinthecityof
Hachiojiamegatechnoparkofhigh-techbusinessesin
nanotechnologybiotechnologyandITTheindustrialization
projectof thisareahasbeen jointlyorganizedby the
localgovernmentandtheChamberofCommercewhich
09
JETRO ClientExperience
meanstheydedicateagreatdealoftheirresourcesto
localbusinessesldquoItisveryappealingthatwecanreceive
necessarygovernment support specific to this areardquo
commentedMrTamotsuKimuraManagingDirectorof
NeoPhotonicsJapan
Utilizing the Japanese Subsidy ProgramNeoPhotonicsrsquoRampDsite inJapanwasselected for the
Subsidy Program for Projects Promoting Asian Site
LocationinJapanofferedbytheJapaneseMinistryof
EconomyTradeandIndustry(METI)Itwasthefirsttime
NeoPhotonics had received a government subsidy It
helpedlowertheiroverallcostsofenteringthemarket
ldquo[The subsidy program] encouraged the company to
invest in JapanrdquoMr Kimura saidldquoIt definitely raised
expectations for the Japanese market within the
companyrdquo
Readthefullexperience
wwwjetroorgusapdfNeoPhotonicspdfldquo[The Subsidy program] encouraged the company to
invest in Japanrdquo
10
ReachLocalWoodland Hills CaliforniaAproviderofonlinemarketingforlocal
small-and-medium-sizedbusinesses
Japan OfficeReachLocal JapanMinato-ku TokyoYear founded2011
ReachLocal(NASDAQRLOC)hasgarneredwidespread
acclaim for their uniquemarketing solutions and has
been rapidly expanding their business worldwide
ever since their 2004 debutTheir Japan office was
establishedin2011andtheybeganfull-scaleoperations
inJune2012
Decision to Establish a SubsidiaryldquoWe originally considered a merger and acquisition
[inJapan]butaftercontactingabout20companies in
Japanwe realized that it would be difficult and time-
consuming to integrate our unique qualities ndash our
energy and our fast-paced environment ndash into an
acquired companyrdquo explained Mr Hiroyasu Hozumi
RepresentativeDirectorandCEOofReachLocalJapan
Having reached this conclusion itwas decided that it
was essential for the company to establish their own
subsidiaryinJapan
Building the Organization While At JETROrsquos IBSCBeforeopeningtheirJapanofficelocationReachLocal
spent43businessdaysinthecenterofTokyoatJETROrsquos
IBSCThe IBSC facility benefited ReachLocal a great
deal as they ran a series of interviews to hire their
staffldquo[TheIBSC]hasmanymeetingroomssuitablefor
interviewsTheroomsareniceandthelocationisidealI
interviewedalloftheinitialsalesstaffattheIBSCrdquo
MrHozumicommented
Integral to Success Market Potential Unique Technology and Brilliant StaffTheirnewoffice isnotvery far from theJETROTokyo
headquartersOncetheirofficewassetupMrHozumi
started to build up a team made up of members he
knewwerecapableof rollingout thebusinessquickly
ReachLocal is a technology company and therefore
Mr Hozumirsquos networking contacts in the IT and
telecommunication industries hemaintained from his
previous work experience also helped him find right
resourcesMrHozumiclaimedldquo[Whenestablishingan
overseasoffice]humanresourceisthekey[Sincewe
haveagreatstaffand]knowthat themarketpotential
ishereIdonrsquotseeanyreasonwhyourcompanycanrsquot
succeedinthismarketrdquo
Readthefullexperience
wwwjetroorgusapdfReachLocalpdf
JETRO ClientExperience
ldquo[When establishing an overseas office] human resource is
the keyrdquo
11
JETRO ClientExperience
ShireDublin IrelandAprovideroftreatmentsinNeuroscienceRareDiseases
Gastrointestinal Internal Medicine and Regenerative
Medicine
Japan OfficeShire Japan KKShinjuku-ku TokyoYear Founded 2012
Shire plc (Shire) a biopharmaceutical company
with corporate headquarters in Ireland has been
providing treatments in Neuroscience Rare Diseases
Gastrointestinal Internal Medicine and Regenerative
Medicinesince its founding in1986Thecompanyhas
servedpatientswithextremelyrareandlifethreatening
diseasesinoverfiftycountries
In2008Shiredecidedtoopenitsrepresentativeoffice
inJapanInFebruary2013thecompanyopeneditsnew
office in ShinjukuTokyo welcoming Steve Engen as
VicePresidentandRepresentativeDirector
Recent Trends in the Japanese Biopharmaceutical Industry May Bring Shire Key BenefitsImproving Clinical Development Environment Due
to Japanrsquos ever changing clinical and regulatory
environmentcompaniesarenowable(andencouraged)
to include Japan in a global study a clinical trial
conducted under the same protocol in a number of
countriesThis results in an increased probability for
a drug to be approved simultaneously in all regions
includingJapantherebysignificantlyreducingcostand
timetomarket
Improving Reimbursement System Drugs that are
approvedwillbeincludedonthenationalreimbursement
list within three months of approval The Japanese
government serves as one single payer significantly
morestreamlinedthanthecomplicatedprocesses that
companies need to go through in other countries In
addition a pilot program started in 2010 incentivizes
creation of innovative new drugs and promotion of
unapproved drug developmentThis sense of security
helpsbiopharmaceuticalcompaniesmakethedecision
toinvestindevelopingtreatmentsinJapantoaddress
unmetneeds
Demystify JapanMrEngenstatedldquoOneofmygoalsismakingsurewe
include Japan in global studies of our new pipeline
productssothatsuchnewproductscanbelaunchedin
Japanand theWestsimultaneouslyrdquoHecontinuedldquoIf
youarenothere(inJapan)itrsquosverydifficulttodothatrdquo
Having a local presence in Japan is also essential for
building a networkwith key players and stakeholders
involved in healthcare Opportunities in the Japanese
pharmaceutical market sound very promising Yet
manyforeigncompaniesdonotknowhowtoenterthe
JapanesemarketJapanstillremainsfarfromWestern
countries and is filled with mysteries Mr Engen
emphasized thatestablishingbusiness inJapan isstill
possible if a company has knowledge and support
ldquoJETROrsquosrolewouldbetolsquodemystifyJapanrsquoandassist
entryofforeigncompaniesrdquohesaid
ldquoJETROrsquos role would be to lsquodemystify Japanrsquo and assist entry of
foreign companiesrdquo
ReadthefullexperiencewwwjetroorgusapdfShirepdf
12
Vera BradleyFort Wayne IndianaA designer and retailer of fashionable handbags
accessoriesluggageeyeweartravelitemsandgifts
Japan OfficeVera Bradley Japan KKMinato-ku TokyoYear founded 2011
WhenBarbaraBradleyBaekgaardandPatriciaRMiller
startedVeraBradley(NASDAQVRA)in1982theideawas
tocreateluggagesthatwouldappealtofemaletravelers
Nowasafashionleaderthemanagementteamdecided
the time was right to expand internationally In 2009
aftercarefulconsiderationJapanbecametheirchoice
Step-by-Step Thorough ApproachAsVeraBradleyrsquosinterestinJapangrewseniormanagers
spoketofriendsandcolleaguesatothercompaniesthat
hadmadesimilarmovestoJapanThecompanyhireda
marketingconsultanttoadvisethemonJapanandAsia
In October 2009Vera Bradley met with the business
developmentteamofJETROChicagoJETROprovided
backgroundinformationonJapanesebusinessculture
retailenvironmentsalestrendsandconsumerpatterns
includingJETROrsquosservicesInJanuary2010VeraBradley
madetheirfirsttriptoJapantoconductmarketresearch
andlearnmoreaboutJapanrsquosretailsector
WithrepeatedtripstoJapaninthefollowingyearVera
Bradley came upwith a 2-phase strategy for entering
JapanPhase1asasoftlaunchintroducingthebrandto
bothpartnersandconsumersinJapanPhase2asthe
establishmentofpermanentretailoutletsinJapan
Ratherthanlicensingtheirbrandorworkingwithtrading
companiesVeraBradleywent to Japanon their own
ldquoBrandconsistencyandqualityisveryimportanttous
JETROhelpedusunderstandouroptionsandgaveus
theconfidencetoopendistributioninabrand-rightwayrdquo
saidMrSachinShahVeraBradleyrsquosSeniorDirectorof
StrategicInitiatives
Oncetheirstrategicpartnerswereinplacethefocuswas
onbuildingbrandawarenessTogetpeople interested
inVera Bradley the company ran several advertorials
in Japanese fashion and shopping magazines The
companycultivatedrelationshipswithinfluentialfashion
magazineeditorsaswellasstylebloggers
VeraBradleyJapanKKwasestablishedinJanuary2011
Despite theGreatEastJapanEarthquakeonMarch11
VeraBradleydecidedtomoveforwardwiththeirplanned
pop-up store at Shinjuku Isetan department store as
scheduledOverthenext12monthsVeraBradleystaged
10additionalpop-upstoresthroughoutJapanInMarch
2012 with their phase 2 plan the comapny opened
permanentstoresinJapan
LookingbackMrShahsaidoneofthebiggestchallenges
forVeraBradleywasconnectingwiththerightpartnersin
JapanldquoWelearnedpatienceinJapanItissoimportant
to take the time to build lasting relationships Things
taketimetopercolaterdquoMrShahremarked
ldquoIt is so important to take the time to build lasting
relationshipsrdquo
JETRO ClientExperience
Readthefullexperience
wwwjetroorgusapdfVera_Bradleypdf
Business amp Trade EventsFindJETRO-organizedeventsintheUStolearn
aboutdoingbusinessinJapanormeetwith
potentialJapanesepartners
wwwjetroorg
AccessJETROrsquosOnlineTradeFair
Database(J-messe)tofindfairsand
exhibitionsheldinJapanandglobally
wwwjetrogojpendatabasej-messe
NewslettersSubscribetoJETROrsquosnewslettertokeepyou
updatedwithtradeandinvestmentnewsinJapan
wwwjetroorgusanewsletters
Contact JETROFindyournearestJETROUSAoffice
wwwjetroorgusacontact
BusinessResources
13
About JETRO USA (wwwjetroorg)TheJapan External Trade Organization (JETRO)isanon-
profit government-related organization that promotes
trade and investment between Japan and the rest of
theworldOursixUSofficespursuethefollowingfour
mainobjectives
HelpUScompaniesestablishanofficeinJapan
AssistUScompaniesfindJapanese
businesspartners
ConnectUSinvestorswithcutting-edge
Japanesetechnologyventures
ShowcasepremiumJapanesegoods
JETROrsquos Partnering ProgramsMeet potential Japanese partners through our free
businessmatchingprogramsdesignedtogiveyoudirect
accesstoleadersandinnovatorsinJapanrsquostechnology
and healthcare industries The programs provide a
targeted way to make your entry into the Japanese
market for freeof chargeContactJETRO forprogram
details
TechnologyPartneringProgram
HealthcarePartneringProgram
Chicago
Atlanta
New York
Houston
Los Angeles
SanFrancisco
ThismaterialisdistributedbyJETROSanFranciscoonbehalfofJapanExternalTradeOrganizationTokyoJapanAdditionalinformationisavailableattheDepartmentofJusticeWashingtonDC
2014-06-001
TokyoNagoya
Osaka
Kobe
Yokohama
Fukuoka
FindmoreinformationHowtoSetUpBusinessinJapanwwwjetrogojpeninvestsetting_up
JETROrsquosIBSCwwwjetrogojpeninvestibsc
Opening anOffice in Japan
Sponsored by the Japanese government JETRO helps companies establish an office in Japan Our business development specialists will guide you through the process of opening an office in Japan at no cost
Since Fiscal Year 2003 JETRO has supported over
10000 foreign companies establishing a presence in
JapanOver1000companiessuccessfullyopenedtheir
JapanofficeutilizingJETROrsquosservices
Individual ConsultationJETROservesasJapanrsquosone-stopcentertosetupyour
business in Japan JETRO staff walks you through
procedures of establishing an office in Japan and
provides informationonall aspectsof doingbusiness
such as market and industry information incentive
programs regulatory guidance company registration
taxation labor and legal issues staff hiring and
residenceandworkvisas
JETRO can also make referrals to our affiliated
serviceproviders to receive fee-based services suchas
companyregistrationlegaltaxsocialinsurancereporting
office rental hiring and payroll processing and other
services
Temporary Office SpaceAtJETROrsquosInvestJapanBusinessSupportCenter(IBSC)
freetemporaryofficespaceisavailabletoserveasyour
baseofoperationswhileyouregisteryourcompanyand
setuppermanentofficefacilitiesinJapanTheIBSCis
staffedwithexpertsinavarietyofbusinessdisciplines
who can provide advice and information critical to
establishinga corporatepresence inJapan The IBSC
maybethemostconvenientcost-effectivewaytoenter
intotheJapanesemarketTheIBSCis
LocatedinsixmajorJapanesecitiesTokyo
YokohamaNagoyaOsakaKobeandFukuoka
Closetomajorgovernmentoffices
Convenientlylocatednearkeybusinessresources
JETRO can also assist you in finding permanent office
spaces
03
04
JETRO USAClients
JETRO has assisted many companies across a wide variety of industries Find the experiences of our US clients who successfully expanded their business to Japan at wwwjetroorgusausatojapanJETROclients
AutomotiveCooper-Standard Automotive
(automotivesystems
ampcomponents)
DURA Automotive Systems
(automotiveparts)
Intrepid Control Systems
(vehiclenetworkand
embeddedtools)
Lacks Enterprises
(automotiveparts)
Link Engineering Company
(transportationtestsystems)
Miniature Precision Components (MPC)
(injectionmoldingandassembly)
Scuderi Group
(enginetechnology)
Siegel-Robert
(automotiveparts)
acquired by Guardian and renamed as SRG Global
Tesla Motors
(electricvehicles)
05
CleantechARI Technologies (wasteprocessingtechnology)
SSI Shredding Systems (industrialshreddingsolutions)
HealthcareAcucela (developeroforally-delivered
visualcyclemodulationtherapies)
American Medical Systems (medicaldevices)
acquired by Endo Health Solutions (then Endo Pharmaceuticals)
BBK Worldwide (patientrecruitment)
Biomedical Systems (medicaldataanalysis)
Celgene (biopharmaceuticalproductsfor
hematologicalandsolidtumorcancers)
CoreLab Partners (medicalimagingandcardiac
safetyservices)
merged with BioClinica
Labcyte (low-volumeliquid
handlingsystems)
Luminex (biologicaltestingtechnologies)
NeuroSky (brainwavesensors)
Nextdocs Corporation (healthcaresoftwareprovider)
SFJ Pharmaceuticals (pharmaceuticalconsulting)
Shire (orphandrug)
JETRO USAClients
06
JETRO USAClients
Information and Communications Technology (ICT)Accel North America
(outsourcedsoftwaredevelopmentfor
consumerelectronics)
Amazoncom
(onlineshopping)
Applied Predictive Technologies
(cloud-basedpredictiveanalyticssoftware)
Connexis
(telematicsand
connectedmultimedia)
Coverity
(sourcecodeanalysissoftware)
acquired by Synopsys
Entropic Communications
(fablesssemiconductorfor
connectedhomeentertainment)
FireEye
(networksecuritysoftware)
InterCall
(teleconferencingsystems)
Lion Precision
(sensorsampequipment)
LitePoint
(testsolutionsforwirelessdevices)
acquired by Teradyne
NeoPhotonics
(photonicintegratedcircuits)
Nexenta Systems
(enterprisestoragesolutions)
Peribit Networks
(routingampswitchingequipment)
acquired by Juniper Networks
ReachLocal
(onlinemarketing)
Responsys
(cross-channelmarketingsoftware)
acquired by Oracle
Sagantec
(EDA)
Universal Display Corporation
(OLEDproducts)
VeriSilicon
(semiconductordesignand
manufacturing)
Vidyo
(videoconferencingsolutions)
Vision Critical
(insightcommunitiesprovider)
07
ManufacturingABP Induction
(metalcastinginductionsystems)
Advantek
(electronicspackaging)
Chicago Powdered
Metal Products
(powderedmetalparts)
Earthquake Protection
Systems (EPS)
(seismicisolationsystems)
FARO Technologies
(measurementdevices)
Genesis Systems Group
(roboticsystemsintegrator)
Micromeritics Instrument
Corporation
(materialcharacterizationsolutions)
RAE Systems
(radiationdetectionandmonitoring)
acquired by Honeywell
MaterialsMolycorp
(rareearthoxide)
Non-profitRoom to Read
(literacyandgenderequality
ineducation)
RetailAbercrombie amp Fitch (apparel)
Costco (wholesale)
Forever21 (apparel)
Red Wing Shoes (shoesandboots)
Sweet Endeavours(chocolate)
Tommy Bahama (retailappareland
homefurnishings)
Vera Bradley (handbagsandluggages)
JETRO USAClients
08
JETRO USAClients
ServicesAdvisory Research Inc (ARI) (investmentadvisory)
Amtech USA (US-Japanbusinessconsulting)
Aviation Concepts (airlineservices)
Boston Technologies (derivativetrading)
Consultant Solutions (businessservices)
Edelman (publicrelations)
Elanex (translation)
Gemba Research (consulting)
merged with Kaizen Institute USA
Graduate School USA (education)
IMS Research (marketingresearch)
acquired by IHS
Osha Liang (intellectualpropertylawfirm)
Quinn Emanuel (businesslitigation)
Travelzoo (onlinetravelservice)
ZS Associates (businessservices)
NeoPhotonicsSan Jose CaliforniaAleadingproviderofphotonicintegratedcircuit(PIC)
based modules and subsystems for use in optical
communicationsnetworks
Japan OfficeNeoPhotonics Japan GKHachioji TokyoYear founded 2011
N e o P h o t o n i c s ( N Y S E N P TN ) h a s r a p i d l y
expanded their global presence since 1996Their
worldwideheadquartersinSanJoseandtheirChinese
headquartersinShenzhenserveastheirkeymanufacturing
locationswithsalesofficeslocatedinNorthAmerica
Europe andAsiaTheir JapaneseRampDofficewas
opened in2011 toserve three functionsRampDsales
supportandpartprocurementsupport
Hachioji as Base Ground ndash Taking Advantage of Local Government ResourcesNeoPhotonicsrsquoJapaneseofficeis locatedinthecityof
Hachiojiamegatechnoparkofhigh-techbusinessesin
nanotechnologybiotechnologyandITTheindustrialization
projectof thisareahasbeen jointlyorganizedby the
localgovernmentandtheChamberofCommercewhich
09
JETRO ClientExperience
meanstheydedicateagreatdealoftheirresourcesto
localbusinessesldquoItisveryappealingthatwecanreceive
necessarygovernment support specific to this areardquo
commentedMrTamotsuKimuraManagingDirectorof
NeoPhotonicsJapan
Utilizing the Japanese Subsidy ProgramNeoPhotonicsrsquoRampDsite inJapanwasselected for the
Subsidy Program for Projects Promoting Asian Site
LocationinJapanofferedbytheJapaneseMinistryof
EconomyTradeandIndustry(METI)Itwasthefirsttime
NeoPhotonics had received a government subsidy It
helpedlowertheiroverallcostsofenteringthemarket
ldquo[The subsidy program] encouraged the company to
invest in JapanrdquoMr Kimura saidldquoIt definitely raised
expectations for the Japanese market within the
companyrdquo
Readthefullexperience
wwwjetroorgusapdfNeoPhotonicspdfldquo[The Subsidy program] encouraged the company to
invest in Japanrdquo
10
ReachLocalWoodland Hills CaliforniaAproviderofonlinemarketingforlocal
small-and-medium-sizedbusinesses
Japan OfficeReachLocal JapanMinato-ku TokyoYear founded2011
ReachLocal(NASDAQRLOC)hasgarneredwidespread
acclaim for their uniquemarketing solutions and has
been rapidly expanding their business worldwide
ever since their 2004 debutTheir Japan office was
establishedin2011andtheybeganfull-scaleoperations
inJune2012
Decision to Establish a SubsidiaryldquoWe originally considered a merger and acquisition
[inJapan]butaftercontactingabout20companies in
Japanwe realized that it would be difficult and time-
consuming to integrate our unique qualities ndash our
energy and our fast-paced environment ndash into an
acquired companyrdquo explained Mr Hiroyasu Hozumi
RepresentativeDirectorandCEOofReachLocalJapan
Having reached this conclusion itwas decided that it
was essential for the company to establish their own
subsidiaryinJapan
Building the Organization While At JETROrsquos IBSCBeforeopeningtheirJapanofficelocationReachLocal
spent43businessdaysinthecenterofTokyoatJETROrsquos
IBSCThe IBSC facility benefited ReachLocal a great
deal as they ran a series of interviews to hire their
staffldquo[TheIBSC]hasmanymeetingroomssuitablefor
interviewsTheroomsareniceandthelocationisidealI
interviewedalloftheinitialsalesstaffattheIBSCrdquo
MrHozumicommented
Integral to Success Market Potential Unique Technology and Brilliant StaffTheirnewoffice isnotvery far from theJETROTokyo
headquartersOncetheirofficewassetupMrHozumi
started to build up a team made up of members he
knewwerecapableof rollingout thebusinessquickly
ReachLocal is a technology company and therefore
Mr Hozumirsquos networking contacts in the IT and
telecommunication industries hemaintained from his
previous work experience also helped him find right
resourcesMrHozumiclaimedldquo[Whenestablishingan
overseasoffice]humanresourceisthekey[Sincewe
haveagreatstaffand]knowthat themarketpotential
ishereIdonrsquotseeanyreasonwhyourcompanycanrsquot
succeedinthismarketrdquo
Readthefullexperience
wwwjetroorgusapdfReachLocalpdf
JETRO ClientExperience
ldquo[When establishing an overseas office] human resource is
the keyrdquo
11
JETRO ClientExperience
ShireDublin IrelandAprovideroftreatmentsinNeuroscienceRareDiseases
Gastrointestinal Internal Medicine and Regenerative
Medicine
Japan OfficeShire Japan KKShinjuku-ku TokyoYear Founded 2012
Shire plc (Shire) a biopharmaceutical company
with corporate headquarters in Ireland has been
providing treatments in Neuroscience Rare Diseases
Gastrointestinal Internal Medicine and Regenerative
Medicinesince its founding in1986Thecompanyhas
servedpatientswithextremelyrareandlifethreatening
diseasesinoverfiftycountries
In2008Shiredecidedtoopenitsrepresentativeoffice
inJapanInFebruary2013thecompanyopeneditsnew
office in ShinjukuTokyo welcoming Steve Engen as
VicePresidentandRepresentativeDirector
Recent Trends in the Japanese Biopharmaceutical Industry May Bring Shire Key BenefitsImproving Clinical Development Environment Due
to Japanrsquos ever changing clinical and regulatory
environmentcompaniesarenowable(andencouraged)
to include Japan in a global study a clinical trial
conducted under the same protocol in a number of
countriesThis results in an increased probability for
a drug to be approved simultaneously in all regions
includingJapantherebysignificantlyreducingcostand
timetomarket
Improving Reimbursement System Drugs that are
approvedwillbeincludedonthenationalreimbursement
list within three months of approval The Japanese
government serves as one single payer significantly
morestreamlinedthanthecomplicatedprocesses that
companies need to go through in other countries In
addition a pilot program started in 2010 incentivizes
creation of innovative new drugs and promotion of
unapproved drug developmentThis sense of security
helpsbiopharmaceuticalcompaniesmakethedecision
toinvestindevelopingtreatmentsinJapantoaddress
unmetneeds
Demystify JapanMrEngenstatedldquoOneofmygoalsismakingsurewe
include Japan in global studies of our new pipeline
productssothatsuchnewproductscanbelaunchedin
Japanand theWestsimultaneouslyrdquoHecontinuedldquoIf
youarenothere(inJapan)itrsquosverydifficulttodothatrdquo
Having a local presence in Japan is also essential for
building a networkwith key players and stakeholders
involved in healthcare Opportunities in the Japanese
pharmaceutical market sound very promising Yet
manyforeigncompaniesdonotknowhowtoenterthe
JapanesemarketJapanstillremainsfarfromWestern
countries and is filled with mysteries Mr Engen
emphasized thatestablishingbusiness inJapan isstill
possible if a company has knowledge and support
ldquoJETROrsquosrolewouldbetolsquodemystifyJapanrsquoandassist
entryofforeigncompaniesrdquohesaid
ldquoJETROrsquos role would be to lsquodemystify Japanrsquo and assist entry of
foreign companiesrdquo
ReadthefullexperiencewwwjetroorgusapdfShirepdf
12
Vera BradleyFort Wayne IndianaA designer and retailer of fashionable handbags
accessoriesluggageeyeweartravelitemsandgifts
Japan OfficeVera Bradley Japan KKMinato-ku TokyoYear founded 2011
WhenBarbaraBradleyBaekgaardandPatriciaRMiller
startedVeraBradley(NASDAQVRA)in1982theideawas
tocreateluggagesthatwouldappealtofemaletravelers
Nowasafashionleaderthemanagementteamdecided
the time was right to expand internationally In 2009
aftercarefulconsiderationJapanbecametheirchoice
Step-by-Step Thorough ApproachAsVeraBradleyrsquosinterestinJapangrewseniormanagers
spoketofriendsandcolleaguesatothercompaniesthat
hadmadesimilarmovestoJapanThecompanyhireda
marketingconsultanttoadvisethemonJapanandAsia
In October 2009Vera Bradley met with the business
developmentteamofJETROChicagoJETROprovided
backgroundinformationonJapanesebusinessculture
retailenvironmentsalestrendsandconsumerpatterns
includingJETROrsquosservicesInJanuary2010VeraBradley
madetheirfirsttriptoJapantoconductmarketresearch
andlearnmoreaboutJapanrsquosretailsector
WithrepeatedtripstoJapaninthefollowingyearVera
Bradley came upwith a 2-phase strategy for entering
JapanPhase1asasoftlaunchintroducingthebrandto
bothpartnersandconsumersinJapanPhase2asthe
establishmentofpermanentretailoutletsinJapan
Ratherthanlicensingtheirbrandorworkingwithtrading
companiesVeraBradleywent to Japanon their own
ldquoBrandconsistencyandqualityisveryimportanttous
JETROhelpedusunderstandouroptionsandgaveus
theconfidencetoopendistributioninabrand-rightwayrdquo
saidMrSachinShahVeraBradleyrsquosSeniorDirectorof
StrategicInitiatives
Oncetheirstrategicpartnerswereinplacethefocuswas
onbuildingbrandawarenessTogetpeople interested
inVera Bradley the company ran several advertorials
in Japanese fashion and shopping magazines The
companycultivatedrelationshipswithinfluentialfashion
magazineeditorsaswellasstylebloggers
VeraBradleyJapanKKwasestablishedinJanuary2011
Despite theGreatEastJapanEarthquakeonMarch11
VeraBradleydecidedtomoveforwardwiththeirplanned
pop-up store at Shinjuku Isetan department store as
scheduledOverthenext12monthsVeraBradleystaged
10additionalpop-upstoresthroughoutJapanInMarch
2012 with their phase 2 plan the comapny opened
permanentstoresinJapan
LookingbackMrShahsaidoneofthebiggestchallenges
forVeraBradleywasconnectingwiththerightpartnersin
JapanldquoWelearnedpatienceinJapanItissoimportant
to take the time to build lasting relationships Things
taketimetopercolaterdquoMrShahremarked
ldquoIt is so important to take the time to build lasting
relationshipsrdquo
JETRO ClientExperience
Readthefullexperience
wwwjetroorgusapdfVera_Bradleypdf
Business amp Trade EventsFindJETRO-organizedeventsintheUStolearn
aboutdoingbusinessinJapanormeetwith
potentialJapanesepartners
wwwjetroorg
AccessJETROrsquosOnlineTradeFair
Database(J-messe)tofindfairsand
exhibitionsheldinJapanandglobally
wwwjetrogojpendatabasej-messe
NewslettersSubscribetoJETROrsquosnewslettertokeepyou
updatedwithtradeandinvestmentnewsinJapan
wwwjetroorgusanewsletters
Contact JETROFindyournearestJETROUSAoffice
wwwjetroorgusacontact
BusinessResources
13
About JETRO USA (wwwjetroorg)TheJapan External Trade Organization (JETRO)isanon-
profit government-related organization that promotes
trade and investment between Japan and the rest of
theworldOursixUSofficespursuethefollowingfour
mainobjectives
HelpUScompaniesestablishanofficeinJapan
AssistUScompaniesfindJapanese
businesspartners
ConnectUSinvestorswithcutting-edge
Japanesetechnologyventures
ShowcasepremiumJapanesegoods
JETROrsquos Partnering ProgramsMeet potential Japanese partners through our free
businessmatchingprogramsdesignedtogiveyoudirect
accesstoleadersandinnovatorsinJapanrsquostechnology
and healthcare industries The programs provide a
targeted way to make your entry into the Japanese
market for freeof chargeContactJETRO forprogram
details
TechnologyPartneringProgram
HealthcarePartneringProgram
Chicago
Atlanta
New York
Houston
Los Angeles
SanFrancisco
ThismaterialisdistributedbyJETROSanFranciscoonbehalfofJapanExternalTradeOrganizationTokyoJapanAdditionalinformationisavailableattheDepartmentofJusticeWashingtonDC
2014-06-001
04
JETRO USAClients
JETRO has assisted many companies across a wide variety of industries Find the experiences of our US clients who successfully expanded their business to Japan at wwwjetroorgusausatojapanJETROclients
AutomotiveCooper-Standard Automotive
(automotivesystems
ampcomponents)
DURA Automotive Systems
(automotiveparts)
Intrepid Control Systems
(vehiclenetworkand
embeddedtools)
Lacks Enterprises
(automotiveparts)
Link Engineering Company
(transportationtestsystems)
Miniature Precision Components (MPC)
(injectionmoldingandassembly)
Scuderi Group
(enginetechnology)
Siegel-Robert
(automotiveparts)
acquired by Guardian and renamed as SRG Global
Tesla Motors
(electricvehicles)
05
CleantechARI Technologies (wasteprocessingtechnology)
SSI Shredding Systems (industrialshreddingsolutions)
HealthcareAcucela (developeroforally-delivered
visualcyclemodulationtherapies)
American Medical Systems (medicaldevices)
acquired by Endo Health Solutions (then Endo Pharmaceuticals)
BBK Worldwide (patientrecruitment)
Biomedical Systems (medicaldataanalysis)
Celgene (biopharmaceuticalproductsfor
hematologicalandsolidtumorcancers)
CoreLab Partners (medicalimagingandcardiac
safetyservices)
merged with BioClinica
Labcyte (low-volumeliquid
handlingsystems)
Luminex (biologicaltestingtechnologies)
NeuroSky (brainwavesensors)
Nextdocs Corporation (healthcaresoftwareprovider)
SFJ Pharmaceuticals (pharmaceuticalconsulting)
Shire (orphandrug)
JETRO USAClients
06
JETRO USAClients
Information and Communications Technology (ICT)Accel North America
(outsourcedsoftwaredevelopmentfor
consumerelectronics)
Amazoncom
(onlineshopping)
Applied Predictive Technologies
(cloud-basedpredictiveanalyticssoftware)
Connexis
(telematicsand
connectedmultimedia)
Coverity
(sourcecodeanalysissoftware)
acquired by Synopsys
Entropic Communications
(fablesssemiconductorfor
connectedhomeentertainment)
FireEye
(networksecuritysoftware)
InterCall
(teleconferencingsystems)
Lion Precision
(sensorsampequipment)
LitePoint
(testsolutionsforwirelessdevices)
acquired by Teradyne
NeoPhotonics
(photonicintegratedcircuits)
Nexenta Systems
(enterprisestoragesolutions)
Peribit Networks
(routingampswitchingequipment)
acquired by Juniper Networks
ReachLocal
(onlinemarketing)
Responsys
(cross-channelmarketingsoftware)
acquired by Oracle
Sagantec
(EDA)
Universal Display Corporation
(OLEDproducts)
VeriSilicon
(semiconductordesignand
manufacturing)
Vidyo
(videoconferencingsolutions)
Vision Critical
(insightcommunitiesprovider)
07
ManufacturingABP Induction
(metalcastinginductionsystems)
Advantek
(electronicspackaging)
Chicago Powdered
Metal Products
(powderedmetalparts)
Earthquake Protection
Systems (EPS)
(seismicisolationsystems)
FARO Technologies
(measurementdevices)
Genesis Systems Group
(roboticsystemsintegrator)
Micromeritics Instrument
Corporation
(materialcharacterizationsolutions)
RAE Systems
(radiationdetectionandmonitoring)
acquired by Honeywell
MaterialsMolycorp
(rareearthoxide)
Non-profitRoom to Read
(literacyandgenderequality
ineducation)
RetailAbercrombie amp Fitch (apparel)
Costco (wholesale)
Forever21 (apparel)
Red Wing Shoes (shoesandboots)
Sweet Endeavours(chocolate)
Tommy Bahama (retailappareland
homefurnishings)
Vera Bradley (handbagsandluggages)
JETRO USAClients
08
JETRO USAClients
ServicesAdvisory Research Inc (ARI) (investmentadvisory)
Amtech USA (US-Japanbusinessconsulting)
Aviation Concepts (airlineservices)
Boston Technologies (derivativetrading)
Consultant Solutions (businessservices)
Edelman (publicrelations)
Elanex (translation)
Gemba Research (consulting)
merged with Kaizen Institute USA
Graduate School USA (education)
IMS Research (marketingresearch)
acquired by IHS
Osha Liang (intellectualpropertylawfirm)
Quinn Emanuel (businesslitigation)
Travelzoo (onlinetravelservice)
ZS Associates (businessservices)
NeoPhotonicsSan Jose CaliforniaAleadingproviderofphotonicintegratedcircuit(PIC)
based modules and subsystems for use in optical
communicationsnetworks
Japan OfficeNeoPhotonics Japan GKHachioji TokyoYear founded 2011
N e o P h o t o n i c s ( N Y S E N P TN ) h a s r a p i d l y
expanded their global presence since 1996Their
worldwideheadquartersinSanJoseandtheirChinese
headquartersinShenzhenserveastheirkeymanufacturing
locationswithsalesofficeslocatedinNorthAmerica
Europe andAsiaTheir JapaneseRampDofficewas
opened in2011 toserve three functionsRampDsales
supportandpartprocurementsupport
Hachioji as Base Ground ndash Taking Advantage of Local Government ResourcesNeoPhotonicsrsquoJapaneseofficeis locatedinthecityof
Hachiojiamegatechnoparkofhigh-techbusinessesin
nanotechnologybiotechnologyandITTheindustrialization
projectof thisareahasbeen jointlyorganizedby the
localgovernmentandtheChamberofCommercewhich
09
JETRO ClientExperience
meanstheydedicateagreatdealoftheirresourcesto
localbusinessesldquoItisveryappealingthatwecanreceive
necessarygovernment support specific to this areardquo
commentedMrTamotsuKimuraManagingDirectorof
NeoPhotonicsJapan
Utilizing the Japanese Subsidy ProgramNeoPhotonicsrsquoRampDsite inJapanwasselected for the
Subsidy Program for Projects Promoting Asian Site
LocationinJapanofferedbytheJapaneseMinistryof
EconomyTradeandIndustry(METI)Itwasthefirsttime
NeoPhotonics had received a government subsidy It
helpedlowertheiroverallcostsofenteringthemarket
ldquo[The subsidy program] encouraged the company to
invest in JapanrdquoMr Kimura saidldquoIt definitely raised
expectations for the Japanese market within the
companyrdquo
Readthefullexperience
wwwjetroorgusapdfNeoPhotonicspdfldquo[The Subsidy program] encouraged the company to
invest in Japanrdquo
10
ReachLocalWoodland Hills CaliforniaAproviderofonlinemarketingforlocal
small-and-medium-sizedbusinesses
Japan OfficeReachLocal JapanMinato-ku TokyoYear founded2011
ReachLocal(NASDAQRLOC)hasgarneredwidespread
acclaim for their uniquemarketing solutions and has
been rapidly expanding their business worldwide
ever since their 2004 debutTheir Japan office was
establishedin2011andtheybeganfull-scaleoperations
inJune2012
Decision to Establish a SubsidiaryldquoWe originally considered a merger and acquisition
[inJapan]butaftercontactingabout20companies in
Japanwe realized that it would be difficult and time-
consuming to integrate our unique qualities ndash our
energy and our fast-paced environment ndash into an
acquired companyrdquo explained Mr Hiroyasu Hozumi
RepresentativeDirectorandCEOofReachLocalJapan
Having reached this conclusion itwas decided that it
was essential for the company to establish their own
subsidiaryinJapan
Building the Organization While At JETROrsquos IBSCBeforeopeningtheirJapanofficelocationReachLocal
spent43businessdaysinthecenterofTokyoatJETROrsquos
IBSCThe IBSC facility benefited ReachLocal a great
deal as they ran a series of interviews to hire their
staffldquo[TheIBSC]hasmanymeetingroomssuitablefor
interviewsTheroomsareniceandthelocationisidealI
interviewedalloftheinitialsalesstaffattheIBSCrdquo
MrHozumicommented
Integral to Success Market Potential Unique Technology and Brilliant StaffTheirnewoffice isnotvery far from theJETROTokyo
headquartersOncetheirofficewassetupMrHozumi
started to build up a team made up of members he
knewwerecapableof rollingout thebusinessquickly
ReachLocal is a technology company and therefore
Mr Hozumirsquos networking contacts in the IT and
telecommunication industries hemaintained from his
previous work experience also helped him find right
resourcesMrHozumiclaimedldquo[Whenestablishingan
overseasoffice]humanresourceisthekey[Sincewe
haveagreatstaffand]knowthat themarketpotential
ishereIdonrsquotseeanyreasonwhyourcompanycanrsquot
succeedinthismarketrdquo
Readthefullexperience
wwwjetroorgusapdfReachLocalpdf
JETRO ClientExperience
ldquo[When establishing an overseas office] human resource is
the keyrdquo
11
JETRO ClientExperience
ShireDublin IrelandAprovideroftreatmentsinNeuroscienceRareDiseases
Gastrointestinal Internal Medicine and Regenerative
Medicine
Japan OfficeShire Japan KKShinjuku-ku TokyoYear Founded 2012
Shire plc (Shire) a biopharmaceutical company
with corporate headquarters in Ireland has been
providing treatments in Neuroscience Rare Diseases
Gastrointestinal Internal Medicine and Regenerative
Medicinesince its founding in1986Thecompanyhas
servedpatientswithextremelyrareandlifethreatening
diseasesinoverfiftycountries
In2008Shiredecidedtoopenitsrepresentativeoffice
inJapanInFebruary2013thecompanyopeneditsnew
office in ShinjukuTokyo welcoming Steve Engen as
VicePresidentandRepresentativeDirector
Recent Trends in the Japanese Biopharmaceutical Industry May Bring Shire Key BenefitsImproving Clinical Development Environment Due
to Japanrsquos ever changing clinical and regulatory
environmentcompaniesarenowable(andencouraged)
to include Japan in a global study a clinical trial
conducted under the same protocol in a number of
countriesThis results in an increased probability for
a drug to be approved simultaneously in all regions
includingJapantherebysignificantlyreducingcostand
timetomarket
Improving Reimbursement System Drugs that are
approvedwillbeincludedonthenationalreimbursement
list within three months of approval The Japanese
government serves as one single payer significantly
morestreamlinedthanthecomplicatedprocesses that
companies need to go through in other countries In
addition a pilot program started in 2010 incentivizes
creation of innovative new drugs and promotion of
unapproved drug developmentThis sense of security
helpsbiopharmaceuticalcompaniesmakethedecision
toinvestindevelopingtreatmentsinJapantoaddress
unmetneeds
Demystify JapanMrEngenstatedldquoOneofmygoalsismakingsurewe
include Japan in global studies of our new pipeline
productssothatsuchnewproductscanbelaunchedin
Japanand theWestsimultaneouslyrdquoHecontinuedldquoIf
youarenothere(inJapan)itrsquosverydifficulttodothatrdquo
Having a local presence in Japan is also essential for
building a networkwith key players and stakeholders
involved in healthcare Opportunities in the Japanese
pharmaceutical market sound very promising Yet
manyforeigncompaniesdonotknowhowtoenterthe
JapanesemarketJapanstillremainsfarfromWestern
countries and is filled with mysteries Mr Engen
emphasized thatestablishingbusiness inJapan isstill
possible if a company has knowledge and support
ldquoJETROrsquosrolewouldbetolsquodemystifyJapanrsquoandassist
entryofforeigncompaniesrdquohesaid
ldquoJETROrsquos role would be to lsquodemystify Japanrsquo and assist entry of
foreign companiesrdquo
ReadthefullexperiencewwwjetroorgusapdfShirepdf
12
Vera BradleyFort Wayne IndianaA designer and retailer of fashionable handbags
accessoriesluggageeyeweartravelitemsandgifts
Japan OfficeVera Bradley Japan KKMinato-ku TokyoYear founded 2011
WhenBarbaraBradleyBaekgaardandPatriciaRMiller
startedVeraBradley(NASDAQVRA)in1982theideawas
tocreateluggagesthatwouldappealtofemaletravelers
Nowasafashionleaderthemanagementteamdecided
the time was right to expand internationally In 2009
aftercarefulconsiderationJapanbecametheirchoice
Step-by-Step Thorough ApproachAsVeraBradleyrsquosinterestinJapangrewseniormanagers
spoketofriendsandcolleaguesatothercompaniesthat
hadmadesimilarmovestoJapanThecompanyhireda
marketingconsultanttoadvisethemonJapanandAsia
In October 2009Vera Bradley met with the business
developmentteamofJETROChicagoJETROprovided
backgroundinformationonJapanesebusinessculture
retailenvironmentsalestrendsandconsumerpatterns
includingJETROrsquosservicesInJanuary2010VeraBradley
madetheirfirsttriptoJapantoconductmarketresearch
andlearnmoreaboutJapanrsquosretailsector
WithrepeatedtripstoJapaninthefollowingyearVera
Bradley came upwith a 2-phase strategy for entering
JapanPhase1asasoftlaunchintroducingthebrandto
bothpartnersandconsumersinJapanPhase2asthe
establishmentofpermanentretailoutletsinJapan
Ratherthanlicensingtheirbrandorworkingwithtrading
companiesVeraBradleywent to Japanon their own
ldquoBrandconsistencyandqualityisveryimportanttous
JETROhelpedusunderstandouroptionsandgaveus
theconfidencetoopendistributioninabrand-rightwayrdquo
saidMrSachinShahVeraBradleyrsquosSeniorDirectorof
StrategicInitiatives
Oncetheirstrategicpartnerswereinplacethefocuswas
onbuildingbrandawarenessTogetpeople interested
inVera Bradley the company ran several advertorials
in Japanese fashion and shopping magazines The
companycultivatedrelationshipswithinfluentialfashion
magazineeditorsaswellasstylebloggers
VeraBradleyJapanKKwasestablishedinJanuary2011
Despite theGreatEastJapanEarthquakeonMarch11
VeraBradleydecidedtomoveforwardwiththeirplanned
pop-up store at Shinjuku Isetan department store as
scheduledOverthenext12monthsVeraBradleystaged
10additionalpop-upstoresthroughoutJapanInMarch
2012 with their phase 2 plan the comapny opened
permanentstoresinJapan
LookingbackMrShahsaidoneofthebiggestchallenges
forVeraBradleywasconnectingwiththerightpartnersin
JapanldquoWelearnedpatienceinJapanItissoimportant
to take the time to build lasting relationships Things
taketimetopercolaterdquoMrShahremarked
ldquoIt is so important to take the time to build lasting
relationshipsrdquo
JETRO ClientExperience
Readthefullexperience
wwwjetroorgusapdfVera_Bradleypdf
Business amp Trade EventsFindJETRO-organizedeventsintheUStolearn
aboutdoingbusinessinJapanormeetwith
potentialJapanesepartners
wwwjetroorg
AccessJETROrsquosOnlineTradeFair
Database(J-messe)tofindfairsand
exhibitionsheldinJapanandglobally
wwwjetrogojpendatabasej-messe
NewslettersSubscribetoJETROrsquosnewslettertokeepyou
updatedwithtradeandinvestmentnewsinJapan
wwwjetroorgusanewsletters
Contact JETROFindyournearestJETROUSAoffice
wwwjetroorgusacontact
BusinessResources
13
About JETRO USA (wwwjetroorg)TheJapan External Trade Organization (JETRO)isanon-
profit government-related organization that promotes
trade and investment between Japan and the rest of
theworldOursixUSofficespursuethefollowingfour
mainobjectives
HelpUScompaniesestablishanofficeinJapan
AssistUScompaniesfindJapanese
businesspartners
ConnectUSinvestorswithcutting-edge
Japanesetechnologyventures
ShowcasepremiumJapanesegoods
JETROrsquos Partnering ProgramsMeet potential Japanese partners through our free
businessmatchingprogramsdesignedtogiveyoudirect
accesstoleadersandinnovatorsinJapanrsquostechnology
and healthcare industries The programs provide a
targeted way to make your entry into the Japanese
market for freeof chargeContactJETRO forprogram
details
TechnologyPartneringProgram
HealthcarePartneringProgram
Chicago
Atlanta
New York
Houston
Los Angeles
SanFrancisco
ThismaterialisdistributedbyJETROSanFranciscoonbehalfofJapanExternalTradeOrganizationTokyoJapanAdditionalinformationisavailableattheDepartmentofJusticeWashingtonDC
2014-06-001
05
CleantechARI Technologies (wasteprocessingtechnology)
SSI Shredding Systems (industrialshreddingsolutions)
HealthcareAcucela (developeroforally-delivered
visualcyclemodulationtherapies)
American Medical Systems (medicaldevices)
acquired by Endo Health Solutions (then Endo Pharmaceuticals)
BBK Worldwide (patientrecruitment)
Biomedical Systems (medicaldataanalysis)
Celgene (biopharmaceuticalproductsfor
hematologicalandsolidtumorcancers)
CoreLab Partners (medicalimagingandcardiac
safetyservices)
merged with BioClinica
Labcyte (low-volumeliquid
handlingsystems)
Luminex (biologicaltestingtechnologies)
NeuroSky (brainwavesensors)
Nextdocs Corporation (healthcaresoftwareprovider)
SFJ Pharmaceuticals (pharmaceuticalconsulting)
Shire (orphandrug)
JETRO USAClients
06
JETRO USAClients
Information and Communications Technology (ICT)Accel North America
(outsourcedsoftwaredevelopmentfor
consumerelectronics)
Amazoncom
(onlineshopping)
Applied Predictive Technologies
(cloud-basedpredictiveanalyticssoftware)
Connexis
(telematicsand
connectedmultimedia)
Coverity
(sourcecodeanalysissoftware)
acquired by Synopsys
Entropic Communications
(fablesssemiconductorfor
connectedhomeentertainment)
FireEye
(networksecuritysoftware)
InterCall
(teleconferencingsystems)
Lion Precision
(sensorsampequipment)
LitePoint
(testsolutionsforwirelessdevices)
acquired by Teradyne
NeoPhotonics
(photonicintegratedcircuits)
Nexenta Systems
(enterprisestoragesolutions)
Peribit Networks
(routingampswitchingequipment)
acquired by Juniper Networks
ReachLocal
(onlinemarketing)
Responsys
(cross-channelmarketingsoftware)
acquired by Oracle
Sagantec
(EDA)
Universal Display Corporation
(OLEDproducts)
VeriSilicon
(semiconductordesignand
manufacturing)
Vidyo
(videoconferencingsolutions)
Vision Critical
(insightcommunitiesprovider)
07
ManufacturingABP Induction
(metalcastinginductionsystems)
Advantek
(electronicspackaging)
Chicago Powdered
Metal Products
(powderedmetalparts)
Earthquake Protection
Systems (EPS)
(seismicisolationsystems)
FARO Technologies
(measurementdevices)
Genesis Systems Group
(roboticsystemsintegrator)
Micromeritics Instrument
Corporation
(materialcharacterizationsolutions)
RAE Systems
(radiationdetectionandmonitoring)
acquired by Honeywell
MaterialsMolycorp
(rareearthoxide)
Non-profitRoom to Read
(literacyandgenderequality
ineducation)
RetailAbercrombie amp Fitch (apparel)
Costco (wholesale)
Forever21 (apparel)
Red Wing Shoes (shoesandboots)
Sweet Endeavours(chocolate)
Tommy Bahama (retailappareland
homefurnishings)
Vera Bradley (handbagsandluggages)
JETRO USAClients
08
JETRO USAClients
ServicesAdvisory Research Inc (ARI) (investmentadvisory)
Amtech USA (US-Japanbusinessconsulting)
Aviation Concepts (airlineservices)
Boston Technologies (derivativetrading)
Consultant Solutions (businessservices)
Edelman (publicrelations)
Elanex (translation)
Gemba Research (consulting)
merged with Kaizen Institute USA
Graduate School USA (education)
IMS Research (marketingresearch)
acquired by IHS
Osha Liang (intellectualpropertylawfirm)
Quinn Emanuel (businesslitigation)
Travelzoo (onlinetravelservice)
ZS Associates (businessservices)
NeoPhotonicsSan Jose CaliforniaAleadingproviderofphotonicintegratedcircuit(PIC)
based modules and subsystems for use in optical
communicationsnetworks
Japan OfficeNeoPhotonics Japan GKHachioji TokyoYear founded 2011
N e o P h o t o n i c s ( N Y S E N P TN ) h a s r a p i d l y
expanded their global presence since 1996Their
worldwideheadquartersinSanJoseandtheirChinese
headquartersinShenzhenserveastheirkeymanufacturing
locationswithsalesofficeslocatedinNorthAmerica
Europe andAsiaTheir JapaneseRampDofficewas
opened in2011 toserve three functionsRampDsales
supportandpartprocurementsupport
Hachioji as Base Ground ndash Taking Advantage of Local Government ResourcesNeoPhotonicsrsquoJapaneseofficeis locatedinthecityof
Hachiojiamegatechnoparkofhigh-techbusinessesin
nanotechnologybiotechnologyandITTheindustrialization
projectof thisareahasbeen jointlyorganizedby the
localgovernmentandtheChamberofCommercewhich
09
JETRO ClientExperience
meanstheydedicateagreatdealoftheirresourcesto
localbusinessesldquoItisveryappealingthatwecanreceive
necessarygovernment support specific to this areardquo
commentedMrTamotsuKimuraManagingDirectorof
NeoPhotonicsJapan
Utilizing the Japanese Subsidy ProgramNeoPhotonicsrsquoRampDsite inJapanwasselected for the
Subsidy Program for Projects Promoting Asian Site
LocationinJapanofferedbytheJapaneseMinistryof
EconomyTradeandIndustry(METI)Itwasthefirsttime
NeoPhotonics had received a government subsidy It
helpedlowertheiroverallcostsofenteringthemarket
ldquo[The subsidy program] encouraged the company to
invest in JapanrdquoMr Kimura saidldquoIt definitely raised
expectations for the Japanese market within the
companyrdquo
Readthefullexperience
wwwjetroorgusapdfNeoPhotonicspdfldquo[The Subsidy program] encouraged the company to
invest in Japanrdquo
10
ReachLocalWoodland Hills CaliforniaAproviderofonlinemarketingforlocal
small-and-medium-sizedbusinesses
Japan OfficeReachLocal JapanMinato-ku TokyoYear founded2011
ReachLocal(NASDAQRLOC)hasgarneredwidespread
acclaim for their uniquemarketing solutions and has
been rapidly expanding their business worldwide
ever since their 2004 debutTheir Japan office was
establishedin2011andtheybeganfull-scaleoperations
inJune2012
Decision to Establish a SubsidiaryldquoWe originally considered a merger and acquisition
[inJapan]butaftercontactingabout20companies in
Japanwe realized that it would be difficult and time-
consuming to integrate our unique qualities ndash our
energy and our fast-paced environment ndash into an
acquired companyrdquo explained Mr Hiroyasu Hozumi
RepresentativeDirectorandCEOofReachLocalJapan
Having reached this conclusion itwas decided that it
was essential for the company to establish their own
subsidiaryinJapan
Building the Organization While At JETROrsquos IBSCBeforeopeningtheirJapanofficelocationReachLocal
spent43businessdaysinthecenterofTokyoatJETROrsquos
IBSCThe IBSC facility benefited ReachLocal a great
deal as they ran a series of interviews to hire their
staffldquo[TheIBSC]hasmanymeetingroomssuitablefor
interviewsTheroomsareniceandthelocationisidealI
interviewedalloftheinitialsalesstaffattheIBSCrdquo
MrHozumicommented
Integral to Success Market Potential Unique Technology and Brilliant StaffTheirnewoffice isnotvery far from theJETROTokyo
headquartersOncetheirofficewassetupMrHozumi
started to build up a team made up of members he
knewwerecapableof rollingout thebusinessquickly
ReachLocal is a technology company and therefore
Mr Hozumirsquos networking contacts in the IT and
telecommunication industries hemaintained from his
previous work experience also helped him find right
resourcesMrHozumiclaimedldquo[Whenestablishingan
overseasoffice]humanresourceisthekey[Sincewe
haveagreatstaffand]knowthat themarketpotential
ishereIdonrsquotseeanyreasonwhyourcompanycanrsquot
succeedinthismarketrdquo
Readthefullexperience
wwwjetroorgusapdfReachLocalpdf
JETRO ClientExperience
ldquo[When establishing an overseas office] human resource is
the keyrdquo
11
JETRO ClientExperience
ShireDublin IrelandAprovideroftreatmentsinNeuroscienceRareDiseases
Gastrointestinal Internal Medicine and Regenerative
Medicine
Japan OfficeShire Japan KKShinjuku-ku TokyoYear Founded 2012
Shire plc (Shire) a biopharmaceutical company
with corporate headquarters in Ireland has been
providing treatments in Neuroscience Rare Diseases
Gastrointestinal Internal Medicine and Regenerative
Medicinesince its founding in1986Thecompanyhas
servedpatientswithextremelyrareandlifethreatening
diseasesinoverfiftycountries
In2008Shiredecidedtoopenitsrepresentativeoffice
inJapanInFebruary2013thecompanyopeneditsnew
office in ShinjukuTokyo welcoming Steve Engen as
VicePresidentandRepresentativeDirector
Recent Trends in the Japanese Biopharmaceutical Industry May Bring Shire Key BenefitsImproving Clinical Development Environment Due
to Japanrsquos ever changing clinical and regulatory
environmentcompaniesarenowable(andencouraged)
to include Japan in a global study a clinical trial
conducted under the same protocol in a number of
countriesThis results in an increased probability for
a drug to be approved simultaneously in all regions
includingJapantherebysignificantlyreducingcostand
timetomarket
Improving Reimbursement System Drugs that are
approvedwillbeincludedonthenationalreimbursement
list within three months of approval The Japanese
government serves as one single payer significantly
morestreamlinedthanthecomplicatedprocesses that
companies need to go through in other countries In
addition a pilot program started in 2010 incentivizes
creation of innovative new drugs and promotion of
unapproved drug developmentThis sense of security
helpsbiopharmaceuticalcompaniesmakethedecision
toinvestindevelopingtreatmentsinJapantoaddress
unmetneeds
Demystify JapanMrEngenstatedldquoOneofmygoalsismakingsurewe
include Japan in global studies of our new pipeline
productssothatsuchnewproductscanbelaunchedin
Japanand theWestsimultaneouslyrdquoHecontinuedldquoIf
youarenothere(inJapan)itrsquosverydifficulttodothatrdquo
Having a local presence in Japan is also essential for
building a networkwith key players and stakeholders
involved in healthcare Opportunities in the Japanese
pharmaceutical market sound very promising Yet
manyforeigncompaniesdonotknowhowtoenterthe
JapanesemarketJapanstillremainsfarfromWestern
countries and is filled with mysteries Mr Engen
emphasized thatestablishingbusiness inJapan isstill
possible if a company has knowledge and support
ldquoJETROrsquosrolewouldbetolsquodemystifyJapanrsquoandassist
entryofforeigncompaniesrdquohesaid
ldquoJETROrsquos role would be to lsquodemystify Japanrsquo and assist entry of
foreign companiesrdquo
ReadthefullexperiencewwwjetroorgusapdfShirepdf
12
Vera BradleyFort Wayne IndianaA designer and retailer of fashionable handbags
accessoriesluggageeyeweartravelitemsandgifts
Japan OfficeVera Bradley Japan KKMinato-ku TokyoYear founded 2011
WhenBarbaraBradleyBaekgaardandPatriciaRMiller
startedVeraBradley(NASDAQVRA)in1982theideawas
tocreateluggagesthatwouldappealtofemaletravelers
Nowasafashionleaderthemanagementteamdecided
the time was right to expand internationally In 2009
aftercarefulconsiderationJapanbecametheirchoice
Step-by-Step Thorough ApproachAsVeraBradleyrsquosinterestinJapangrewseniormanagers
spoketofriendsandcolleaguesatothercompaniesthat
hadmadesimilarmovestoJapanThecompanyhireda
marketingconsultanttoadvisethemonJapanandAsia
In October 2009Vera Bradley met with the business
developmentteamofJETROChicagoJETROprovided
backgroundinformationonJapanesebusinessculture
retailenvironmentsalestrendsandconsumerpatterns
includingJETROrsquosservicesInJanuary2010VeraBradley
madetheirfirsttriptoJapantoconductmarketresearch
andlearnmoreaboutJapanrsquosretailsector
WithrepeatedtripstoJapaninthefollowingyearVera
Bradley came upwith a 2-phase strategy for entering
JapanPhase1asasoftlaunchintroducingthebrandto
bothpartnersandconsumersinJapanPhase2asthe
establishmentofpermanentretailoutletsinJapan
Ratherthanlicensingtheirbrandorworkingwithtrading
companiesVeraBradleywent to Japanon their own
ldquoBrandconsistencyandqualityisveryimportanttous
JETROhelpedusunderstandouroptionsandgaveus
theconfidencetoopendistributioninabrand-rightwayrdquo
saidMrSachinShahVeraBradleyrsquosSeniorDirectorof
StrategicInitiatives
Oncetheirstrategicpartnerswereinplacethefocuswas
onbuildingbrandawarenessTogetpeople interested
inVera Bradley the company ran several advertorials
in Japanese fashion and shopping magazines The
companycultivatedrelationshipswithinfluentialfashion
magazineeditorsaswellasstylebloggers
VeraBradleyJapanKKwasestablishedinJanuary2011
Despite theGreatEastJapanEarthquakeonMarch11
VeraBradleydecidedtomoveforwardwiththeirplanned
pop-up store at Shinjuku Isetan department store as
scheduledOverthenext12monthsVeraBradleystaged
10additionalpop-upstoresthroughoutJapanInMarch
2012 with their phase 2 plan the comapny opened
permanentstoresinJapan
LookingbackMrShahsaidoneofthebiggestchallenges
forVeraBradleywasconnectingwiththerightpartnersin
JapanldquoWelearnedpatienceinJapanItissoimportant
to take the time to build lasting relationships Things
taketimetopercolaterdquoMrShahremarked
ldquoIt is so important to take the time to build lasting
relationshipsrdquo
JETRO ClientExperience
Readthefullexperience
wwwjetroorgusapdfVera_Bradleypdf
Business amp Trade EventsFindJETRO-organizedeventsintheUStolearn
aboutdoingbusinessinJapanormeetwith
potentialJapanesepartners
wwwjetroorg
AccessJETROrsquosOnlineTradeFair
Database(J-messe)tofindfairsand
exhibitionsheldinJapanandglobally
wwwjetrogojpendatabasej-messe
NewslettersSubscribetoJETROrsquosnewslettertokeepyou
updatedwithtradeandinvestmentnewsinJapan
wwwjetroorgusanewsletters
Contact JETROFindyournearestJETROUSAoffice
wwwjetroorgusacontact
BusinessResources
13
About JETRO USA (wwwjetroorg)TheJapan External Trade Organization (JETRO)isanon-
profit government-related organization that promotes
trade and investment between Japan and the rest of
theworldOursixUSofficespursuethefollowingfour
mainobjectives
HelpUScompaniesestablishanofficeinJapan
AssistUScompaniesfindJapanese
businesspartners
ConnectUSinvestorswithcutting-edge
Japanesetechnologyventures
ShowcasepremiumJapanesegoods
JETROrsquos Partnering ProgramsMeet potential Japanese partners through our free
businessmatchingprogramsdesignedtogiveyoudirect
accesstoleadersandinnovatorsinJapanrsquostechnology
and healthcare industries The programs provide a
targeted way to make your entry into the Japanese
market for freeof chargeContactJETRO forprogram
details
TechnologyPartneringProgram
HealthcarePartneringProgram
Chicago
Atlanta
New York
Houston
Los Angeles
SanFrancisco
ThismaterialisdistributedbyJETROSanFranciscoonbehalfofJapanExternalTradeOrganizationTokyoJapanAdditionalinformationisavailableattheDepartmentofJusticeWashingtonDC
2014-06-001
06
JETRO USAClients
Information and Communications Technology (ICT)Accel North America
(outsourcedsoftwaredevelopmentfor
consumerelectronics)
Amazoncom
(onlineshopping)
Applied Predictive Technologies
(cloud-basedpredictiveanalyticssoftware)
Connexis
(telematicsand
connectedmultimedia)
Coverity
(sourcecodeanalysissoftware)
acquired by Synopsys
Entropic Communications
(fablesssemiconductorfor
connectedhomeentertainment)
FireEye
(networksecuritysoftware)
InterCall
(teleconferencingsystems)
Lion Precision
(sensorsampequipment)
LitePoint
(testsolutionsforwirelessdevices)
acquired by Teradyne
NeoPhotonics
(photonicintegratedcircuits)
Nexenta Systems
(enterprisestoragesolutions)
Peribit Networks
(routingampswitchingequipment)
acquired by Juniper Networks
ReachLocal
(onlinemarketing)
Responsys
(cross-channelmarketingsoftware)
acquired by Oracle
Sagantec
(EDA)
Universal Display Corporation
(OLEDproducts)
VeriSilicon
(semiconductordesignand
manufacturing)
Vidyo
(videoconferencingsolutions)
Vision Critical
(insightcommunitiesprovider)
07
ManufacturingABP Induction
(metalcastinginductionsystems)
Advantek
(electronicspackaging)
Chicago Powdered
Metal Products
(powderedmetalparts)
Earthquake Protection
Systems (EPS)
(seismicisolationsystems)
FARO Technologies
(measurementdevices)
Genesis Systems Group
(roboticsystemsintegrator)
Micromeritics Instrument
Corporation
(materialcharacterizationsolutions)
RAE Systems
(radiationdetectionandmonitoring)
acquired by Honeywell
MaterialsMolycorp
(rareearthoxide)
Non-profitRoom to Read
(literacyandgenderequality
ineducation)
RetailAbercrombie amp Fitch (apparel)
Costco (wholesale)
Forever21 (apparel)
Red Wing Shoes (shoesandboots)
Sweet Endeavours(chocolate)
Tommy Bahama (retailappareland
homefurnishings)
Vera Bradley (handbagsandluggages)
JETRO USAClients
08
JETRO USAClients
ServicesAdvisory Research Inc (ARI) (investmentadvisory)
Amtech USA (US-Japanbusinessconsulting)
Aviation Concepts (airlineservices)
Boston Technologies (derivativetrading)
Consultant Solutions (businessservices)
Edelman (publicrelations)
Elanex (translation)
Gemba Research (consulting)
merged with Kaizen Institute USA
Graduate School USA (education)
IMS Research (marketingresearch)
acquired by IHS
Osha Liang (intellectualpropertylawfirm)
Quinn Emanuel (businesslitigation)
Travelzoo (onlinetravelservice)
ZS Associates (businessservices)
NeoPhotonicsSan Jose CaliforniaAleadingproviderofphotonicintegratedcircuit(PIC)
based modules and subsystems for use in optical
communicationsnetworks
Japan OfficeNeoPhotonics Japan GKHachioji TokyoYear founded 2011
N e o P h o t o n i c s ( N Y S E N P TN ) h a s r a p i d l y
expanded their global presence since 1996Their
worldwideheadquartersinSanJoseandtheirChinese
headquartersinShenzhenserveastheirkeymanufacturing
locationswithsalesofficeslocatedinNorthAmerica
Europe andAsiaTheir JapaneseRampDofficewas
opened in2011 toserve three functionsRampDsales
supportandpartprocurementsupport
Hachioji as Base Ground ndash Taking Advantage of Local Government ResourcesNeoPhotonicsrsquoJapaneseofficeis locatedinthecityof
Hachiojiamegatechnoparkofhigh-techbusinessesin
nanotechnologybiotechnologyandITTheindustrialization
projectof thisareahasbeen jointlyorganizedby the
localgovernmentandtheChamberofCommercewhich
09
JETRO ClientExperience
meanstheydedicateagreatdealoftheirresourcesto
localbusinessesldquoItisveryappealingthatwecanreceive
necessarygovernment support specific to this areardquo
commentedMrTamotsuKimuraManagingDirectorof
NeoPhotonicsJapan
Utilizing the Japanese Subsidy ProgramNeoPhotonicsrsquoRampDsite inJapanwasselected for the
Subsidy Program for Projects Promoting Asian Site
LocationinJapanofferedbytheJapaneseMinistryof
EconomyTradeandIndustry(METI)Itwasthefirsttime
NeoPhotonics had received a government subsidy It
helpedlowertheiroverallcostsofenteringthemarket
ldquo[The subsidy program] encouraged the company to
invest in JapanrdquoMr Kimura saidldquoIt definitely raised
expectations for the Japanese market within the
companyrdquo
Readthefullexperience
wwwjetroorgusapdfNeoPhotonicspdfldquo[The Subsidy program] encouraged the company to
invest in Japanrdquo
10
ReachLocalWoodland Hills CaliforniaAproviderofonlinemarketingforlocal
small-and-medium-sizedbusinesses
Japan OfficeReachLocal JapanMinato-ku TokyoYear founded2011
ReachLocal(NASDAQRLOC)hasgarneredwidespread
acclaim for their uniquemarketing solutions and has
been rapidly expanding their business worldwide
ever since their 2004 debutTheir Japan office was
establishedin2011andtheybeganfull-scaleoperations
inJune2012
Decision to Establish a SubsidiaryldquoWe originally considered a merger and acquisition
[inJapan]butaftercontactingabout20companies in
Japanwe realized that it would be difficult and time-
consuming to integrate our unique qualities ndash our
energy and our fast-paced environment ndash into an
acquired companyrdquo explained Mr Hiroyasu Hozumi
RepresentativeDirectorandCEOofReachLocalJapan
Having reached this conclusion itwas decided that it
was essential for the company to establish their own
subsidiaryinJapan
Building the Organization While At JETROrsquos IBSCBeforeopeningtheirJapanofficelocationReachLocal
spent43businessdaysinthecenterofTokyoatJETROrsquos
IBSCThe IBSC facility benefited ReachLocal a great
deal as they ran a series of interviews to hire their
staffldquo[TheIBSC]hasmanymeetingroomssuitablefor
interviewsTheroomsareniceandthelocationisidealI
interviewedalloftheinitialsalesstaffattheIBSCrdquo
MrHozumicommented
Integral to Success Market Potential Unique Technology and Brilliant StaffTheirnewoffice isnotvery far from theJETROTokyo
headquartersOncetheirofficewassetupMrHozumi
started to build up a team made up of members he
knewwerecapableof rollingout thebusinessquickly
ReachLocal is a technology company and therefore
Mr Hozumirsquos networking contacts in the IT and
telecommunication industries hemaintained from his
previous work experience also helped him find right
resourcesMrHozumiclaimedldquo[Whenestablishingan
overseasoffice]humanresourceisthekey[Sincewe
haveagreatstaffand]knowthat themarketpotential
ishereIdonrsquotseeanyreasonwhyourcompanycanrsquot
succeedinthismarketrdquo
Readthefullexperience
wwwjetroorgusapdfReachLocalpdf
JETRO ClientExperience
ldquo[When establishing an overseas office] human resource is
the keyrdquo
11
JETRO ClientExperience
ShireDublin IrelandAprovideroftreatmentsinNeuroscienceRareDiseases
Gastrointestinal Internal Medicine and Regenerative
Medicine
Japan OfficeShire Japan KKShinjuku-ku TokyoYear Founded 2012
Shire plc (Shire) a biopharmaceutical company
with corporate headquarters in Ireland has been
providing treatments in Neuroscience Rare Diseases
Gastrointestinal Internal Medicine and Regenerative
Medicinesince its founding in1986Thecompanyhas
servedpatientswithextremelyrareandlifethreatening
diseasesinoverfiftycountries
In2008Shiredecidedtoopenitsrepresentativeoffice
inJapanInFebruary2013thecompanyopeneditsnew
office in ShinjukuTokyo welcoming Steve Engen as
VicePresidentandRepresentativeDirector
Recent Trends in the Japanese Biopharmaceutical Industry May Bring Shire Key BenefitsImproving Clinical Development Environment Due
to Japanrsquos ever changing clinical and regulatory
environmentcompaniesarenowable(andencouraged)
to include Japan in a global study a clinical trial
conducted under the same protocol in a number of
countriesThis results in an increased probability for
a drug to be approved simultaneously in all regions
includingJapantherebysignificantlyreducingcostand
timetomarket
Improving Reimbursement System Drugs that are
approvedwillbeincludedonthenationalreimbursement
list within three months of approval The Japanese
government serves as one single payer significantly
morestreamlinedthanthecomplicatedprocesses that
companies need to go through in other countries In
addition a pilot program started in 2010 incentivizes
creation of innovative new drugs and promotion of
unapproved drug developmentThis sense of security
helpsbiopharmaceuticalcompaniesmakethedecision
toinvestindevelopingtreatmentsinJapantoaddress
unmetneeds
Demystify JapanMrEngenstatedldquoOneofmygoalsismakingsurewe
include Japan in global studies of our new pipeline
productssothatsuchnewproductscanbelaunchedin
Japanand theWestsimultaneouslyrdquoHecontinuedldquoIf
youarenothere(inJapan)itrsquosverydifficulttodothatrdquo
Having a local presence in Japan is also essential for
building a networkwith key players and stakeholders
involved in healthcare Opportunities in the Japanese
pharmaceutical market sound very promising Yet
manyforeigncompaniesdonotknowhowtoenterthe
JapanesemarketJapanstillremainsfarfromWestern
countries and is filled with mysteries Mr Engen
emphasized thatestablishingbusiness inJapan isstill
possible if a company has knowledge and support
ldquoJETROrsquosrolewouldbetolsquodemystifyJapanrsquoandassist
entryofforeigncompaniesrdquohesaid
ldquoJETROrsquos role would be to lsquodemystify Japanrsquo and assist entry of
foreign companiesrdquo
ReadthefullexperiencewwwjetroorgusapdfShirepdf
12
Vera BradleyFort Wayne IndianaA designer and retailer of fashionable handbags
accessoriesluggageeyeweartravelitemsandgifts
Japan OfficeVera Bradley Japan KKMinato-ku TokyoYear founded 2011
WhenBarbaraBradleyBaekgaardandPatriciaRMiller
startedVeraBradley(NASDAQVRA)in1982theideawas
tocreateluggagesthatwouldappealtofemaletravelers
Nowasafashionleaderthemanagementteamdecided
the time was right to expand internationally In 2009
aftercarefulconsiderationJapanbecametheirchoice
Step-by-Step Thorough ApproachAsVeraBradleyrsquosinterestinJapangrewseniormanagers
spoketofriendsandcolleaguesatothercompaniesthat
hadmadesimilarmovestoJapanThecompanyhireda
marketingconsultanttoadvisethemonJapanandAsia
In October 2009Vera Bradley met with the business
developmentteamofJETROChicagoJETROprovided
backgroundinformationonJapanesebusinessculture
retailenvironmentsalestrendsandconsumerpatterns
includingJETROrsquosservicesInJanuary2010VeraBradley
madetheirfirsttriptoJapantoconductmarketresearch
andlearnmoreaboutJapanrsquosretailsector
WithrepeatedtripstoJapaninthefollowingyearVera
Bradley came upwith a 2-phase strategy for entering
JapanPhase1asasoftlaunchintroducingthebrandto
bothpartnersandconsumersinJapanPhase2asthe
establishmentofpermanentretailoutletsinJapan
Ratherthanlicensingtheirbrandorworkingwithtrading
companiesVeraBradleywent to Japanon their own
ldquoBrandconsistencyandqualityisveryimportanttous
JETROhelpedusunderstandouroptionsandgaveus
theconfidencetoopendistributioninabrand-rightwayrdquo
saidMrSachinShahVeraBradleyrsquosSeniorDirectorof
StrategicInitiatives
Oncetheirstrategicpartnerswereinplacethefocuswas
onbuildingbrandawarenessTogetpeople interested
inVera Bradley the company ran several advertorials
in Japanese fashion and shopping magazines The
companycultivatedrelationshipswithinfluentialfashion
magazineeditorsaswellasstylebloggers
VeraBradleyJapanKKwasestablishedinJanuary2011
Despite theGreatEastJapanEarthquakeonMarch11
VeraBradleydecidedtomoveforwardwiththeirplanned
pop-up store at Shinjuku Isetan department store as
scheduledOverthenext12monthsVeraBradleystaged
10additionalpop-upstoresthroughoutJapanInMarch
2012 with their phase 2 plan the comapny opened
permanentstoresinJapan
LookingbackMrShahsaidoneofthebiggestchallenges
forVeraBradleywasconnectingwiththerightpartnersin
JapanldquoWelearnedpatienceinJapanItissoimportant
to take the time to build lasting relationships Things
taketimetopercolaterdquoMrShahremarked
ldquoIt is so important to take the time to build lasting
relationshipsrdquo
JETRO ClientExperience
Readthefullexperience
wwwjetroorgusapdfVera_Bradleypdf
Business amp Trade EventsFindJETRO-organizedeventsintheUStolearn
aboutdoingbusinessinJapanormeetwith
potentialJapanesepartners
wwwjetroorg
AccessJETROrsquosOnlineTradeFair
Database(J-messe)tofindfairsand
exhibitionsheldinJapanandglobally
wwwjetrogojpendatabasej-messe
NewslettersSubscribetoJETROrsquosnewslettertokeepyou
updatedwithtradeandinvestmentnewsinJapan
wwwjetroorgusanewsletters
Contact JETROFindyournearestJETROUSAoffice
wwwjetroorgusacontact
BusinessResources
13
About JETRO USA (wwwjetroorg)TheJapan External Trade Organization (JETRO)isanon-
profit government-related organization that promotes
trade and investment between Japan and the rest of
theworldOursixUSofficespursuethefollowingfour
mainobjectives
HelpUScompaniesestablishanofficeinJapan
AssistUScompaniesfindJapanese
businesspartners
ConnectUSinvestorswithcutting-edge
Japanesetechnologyventures
ShowcasepremiumJapanesegoods
JETROrsquos Partnering ProgramsMeet potential Japanese partners through our free
businessmatchingprogramsdesignedtogiveyoudirect
accesstoleadersandinnovatorsinJapanrsquostechnology
and healthcare industries The programs provide a
targeted way to make your entry into the Japanese
market for freeof chargeContactJETRO forprogram
details
TechnologyPartneringProgram
HealthcarePartneringProgram
Chicago
Atlanta
New York
Houston
Los Angeles
SanFrancisco
ThismaterialisdistributedbyJETROSanFranciscoonbehalfofJapanExternalTradeOrganizationTokyoJapanAdditionalinformationisavailableattheDepartmentofJusticeWashingtonDC
2014-06-001
07
ManufacturingABP Induction
(metalcastinginductionsystems)
Advantek
(electronicspackaging)
Chicago Powdered
Metal Products
(powderedmetalparts)
Earthquake Protection
Systems (EPS)
(seismicisolationsystems)
FARO Technologies
(measurementdevices)
Genesis Systems Group
(roboticsystemsintegrator)
Micromeritics Instrument
Corporation
(materialcharacterizationsolutions)
RAE Systems
(radiationdetectionandmonitoring)
acquired by Honeywell
MaterialsMolycorp
(rareearthoxide)
Non-profitRoom to Read
(literacyandgenderequality
ineducation)
RetailAbercrombie amp Fitch (apparel)
Costco (wholesale)
Forever21 (apparel)
Red Wing Shoes (shoesandboots)
Sweet Endeavours(chocolate)
Tommy Bahama (retailappareland
homefurnishings)
Vera Bradley (handbagsandluggages)
JETRO USAClients
08
JETRO USAClients
ServicesAdvisory Research Inc (ARI) (investmentadvisory)
Amtech USA (US-Japanbusinessconsulting)
Aviation Concepts (airlineservices)
Boston Technologies (derivativetrading)
Consultant Solutions (businessservices)
Edelman (publicrelations)
Elanex (translation)
Gemba Research (consulting)
merged with Kaizen Institute USA
Graduate School USA (education)
IMS Research (marketingresearch)
acquired by IHS
Osha Liang (intellectualpropertylawfirm)
Quinn Emanuel (businesslitigation)
Travelzoo (onlinetravelservice)
ZS Associates (businessservices)
NeoPhotonicsSan Jose CaliforniaAleadingproviderofphotonicintegratedcircuit(PIC)
based modules and subsystems for use in optical
communicationsnetworks
Japan OfficeNeoPhotonics Japan GKHachioji TokyoYear founded 2011
N e o P h o t o n i c s ( N Y S E N P TN ) h a s r a p i d l y
expanded their global presence since 1996Their
worldwideheadquartersinSanJoseandtheirChinese
headquartersinShenzhenserveastheirkeymanufacturing
locationswithsalesofficeslocatedinNorthAmerica
Europe andAsiaTheir JapaneseRampDofficewas
opened in2011 toserve three functionsRampDsales
supportandpartprocurementsupport
Hachioji as Base Ground ndash Taking Advantage of Local Government ResourcesNeoPhotonicsrsquoJapaneseofficeis locatedinthecityof
Hachiojiamegatechnoparkofhigh-techbusinessesin
nanotechnologybiotechnologyandITTheindustrialization
projectof thisareahasbeen jointlyorganizedby the
localgovernmentandtheChamberofCommercewhich
09
JETRO ClientExperience
meanstheydedicateagreatdealoftheirresourcesto
localbusinessesldquoItisveryappealingthatwecanreceive
necessarygovernment support specific to this areardquo
commentedMrTamotsuKimuraManagingDirectorof
NeoPhotonicsJapan
Utilizing the Japanese Subsidy ProgramNeoPhotonicsrsquoRampDsite inJapanwasselected for the
Subsidy Program for Projects Promoting Asian Site
LocationinJapanofferedbytheJapaneseMinistryof
EconomyTradeandIndustry(METI)Itwasthefirsttime
NeoPhotonics had received a government subsidy It
helpedlowertheiroverallcostsofenteringthemarket
ldquo[The subsidy program] encouraged the company to
invest in JapanrdquoMr Kimura saidldquoIt definitely raised
expectations for the Japanese market within the
companyrdquo
Readthefullexperience
wwwjetroorgusapdfNeoPhotonicspdfldquo[The Subsidy program] encouraged the company to
invest in Japanrdquo
10
ReachLocalWoodland Hills CaliforniaAproviderofonlinemarketingforlocal
small-and-medium-sizedbusinesses
Japan OfficeReachLocal JapanMinato-ku TokyoYear founded2011
ReachLocal(NASDAQRLOC)hasgarneredwidespread
acclaim for their uniquemarketing solutions and has
been rapidly expanding their business worldwide
ever since their 2004 debutTheir Japan office was
establishedin2011andtheybeganfull-scaleoperations
inJune2012
Decision to Establish a SubsidiaryldquoWe originally considered a merger and acquisition
[inJapan]butaftercontactingabout20companies in
Japanwe realized that it would be difficult and time-
consuming to integrate our unique qualities ndash our
energy and our fast-paced environment ndash into an
acquired companyrdquo explained Mr Hiroyasu Hozumi
RepresentativeDirectorandCEOofReachLocalJapan
Having reached this conclusion itwas decided that it
was essential for the company to establish their own
subsidiaryinJapan
Building the Organization While At JETROrsquos IBSCBeforeopeningtheirJapanofficelocationReachLocal
spent43businessdaysinthecenterofTokyoatJETROrsquos
IBSCThe IBSC facility benefited ReachLocal a great
deal as they ran a series of interviews to hire their
staffldquo[TheIBSC]hasmanymeetingroomssuitablefor
interviewsTheroomsareniceandthelocationisidealI
interviewedalloftheinitialsalesstaffattheIBSCrdquo
MrHozumicommented
Integral to Success Market Potential Unique Technology and Brilliant StaffTheirnewoffice isnotvery far from theJETROTokyo
headquartersOncetheirofficewassetupMrHozumi
started to build up a team made up of members he
knewwerecapableof rollingout thebusinessquickly
ReachLocal is a technology company and therefore
Mr Hozumirsquos networking contacts in the IT and
telecommunication industries hemaintained from his
previous work experience also helped him find right
resourcesMrHozumiclaimedldquo[Whenestablishingan
overseasoffice]humanresourceisthekey[Sincewe
haveagreatstaffand]knowthat themarketpotential
ishereIdonrsquotseeanyreasonwhyourcompanycanrsquot
succeedinthismarketrdquo
Readthefullexperience
wwwjetroorgusapdfReachLocalpdf
JETRO ClientExperience
ldquo[When establishing an overseas office] human resource is
the keyrdquo
11
JETRO ClientExperience
ShireDublin IrelandAprovideroftreatmentsinNeuroscienceRareDiseases
Gastrointestinal Internal Medicine and Regenerative
Medicine
Japan OfficeShire Japan KKShinjuku-ku TokyoYear Founded 2012
Shire plc (Shire) a biopharmaceutical company
with corporate headquarters in Ireland has been
providing treatments in Neuroscience Rare Diseases
Gastrointestinal Internal Medicine and Regenerative
Medicinesince its founding in1986Thecompanyhas
servedpatientswithextremelyrareandlifethreatening
diseasesinoverfiftycountries
In2008Shiredecidedtoopenitsrepresentativeoffice
inJapanInFebruary2013thecompanyopeneditsnew
office in ShinjukuTokyo welcoming Steve Engen as
VicePresidentandRepresentativeDirector
Recent Trends in the Japanese Biopharmaceutical Industry May Bring Shire Key BenefitsImproving Clinical Development Environment Due
to Japanrsquos ever changing clinical and regulatory
environmentcompaniesarenowable(andencouraged)
to include Japan in a global study a clinical trial
conducted under the same protocol in a number of
countriesThis results in an increased probability for
a drug to be approved simultaneously in all regions
includingJapantherebysignificantlyreducingcostand
timetomarket
Improving Reimbursement System Drugs that are
approvedwillbeincludedonthenationalreimbursement
list within three months of approval The Japanese
government serves as one single payer significantly
morestreamlinedthanthecomplicatedprocesses that
companies need to go through in other countries In
addition a pilot program started in 2010 incentivizes
creation of innovative new drugs and promotion of
unapproved drug developmentThis sense of security
helpsbiopharmaceuticalcompaniesmakethedecision
toinvestindevelopingtreatmentsinJapantoaddress
unmetneeds
Demystify JapanMrEngenstatedldquoOneofmygoalsismakingsurewe
include Japan in global studies of our new pipeline
productssothatsuchnewproductscanbelaunchedin
Japanand theWestsimultaneouslyrdquoHecontinuedldquoIf
youarenothere(inJapan)itrsquosverydifficulttodothatrdquo
Having a local presence in Japan is also essential for
building a networkwith key players and stakeholders
involved in healthcare Opportunities in the Japanese
pharmaceutical market sound very promising Yet
manyforeigncompaniesdonotknowhowtoenterthe
JapanesemarketJapanstillremainsfarfromWestern
countries and is filled with mysteries Mr Engen
emphasized thatestablishingbusiness inJapan isstill
possible if a company has knowledge and support
ldquoJETROrsquosrolewouldbetolsquodemystifyJapanrsquoandassist
entryofforeigncompaniesrdquohesaid
ldquoJETROrsquos role would be to lsquodemystify Japanrsquo and assist entry of
foreign companiesrdquo
ReadthefullexperiencewwwjetroorgusapdfShirepdf
12
Vera BradleyFort Wayne IndianaA designer and retailer of fashionable handbags
accessoriesluggageeyeweartravelitemsandgifts
Japan OfficeVera Bradley Japan KKMinato-ku TokyoYear founded 2011
WhenBarbaraBradleyBaekgaardandPatriciaRMiller
startedVeraBradley(NASDAQVRA)in1982theideawas
tocreateluggagesthatwouldappealtofemaletravelers
Nowasafashionleaderthemanagementteamdecided
the time was right to expand internationally In 2009
aftercarefulconsiderationJapanbecametheirchoice
Step-by-Step Thorough ApproachAsVeraBradleyrsquosinterestinJapangrewseniormanagers
spoketofriendsandcolleaguesatothercompaniesthat
hadmadesimilarmovestoJapanThecompanyhireda
marketingconsultanttoadvisethemonJapanandAsia
In October 2009Vera Bradley met with the business
developmentteamofJETROChicagoJETROprovided
backgroundinformationonJapanesebusinessculture
retailenvironmentsalestrendsandconsumerpatterns
includingJETROrsquosservicesInJanuary2010VeraBradley
madetheirfirsttriptoJapantoconductmarketresearch
andlearnmoreaboutJapanrsquosretailsector
WithrepeatedtripstoJapaninthefollowingyearVera
Bradley came upwith a 2-phase strategy for entering
JapanPhase1asasoftlaunchintroducingthebrandto
bothpartnersandconsumersinJapanPhase2asthe
establishmentofpermanentretailoutletsinJapan
Ratherthanlicensingtheirbrandorworkingwithtrading
companiesVeraBradleywent to Japanon their own
ldquoBrandconsistencyandqualityisveryimportanttous
JETROhelpedusunderstandouroptionsandgaveus
theconfidencetoopendistributioninabrand-rightwayrdquo
saidMrSachinShahVeraBradleyrsquosSeniorDirectorof
StrategicInitiatives
Oncetheirstrategicpartnerswereinplacethefocuswas
onbuildingbrandawarenessTogetpeople interested
inVera Bradley the company ran several advertorials
in Japanese fashion and shopping magazines The
companycultivatedrelationshipswithinfluentialfashion
magazineeditorsaswellasstylebloggers
VeraBradleyJapanKKwasestablishedinJanuary2011
Despite theGreatEastJapanEarthquakeonMarch11
VeraBradleydecidedtomoveforwardwiththeirplanned
pop-up store at Shinjuku Isetan department store as
scheduledOverthenext12monthsVeraBradleystaged
10additionalpop-upstoresthroughoutJapanInMarch
2012 with their phase 2 plan the comapny opened
permanentstoresinJapan
LookingbackMrShahsaidoneofthebiggestchallenges
forVeraBradleywasconnectingwiththerightpartnersin
JapanldquoWelearnedpatienceinJapanItissoimportant
to take the time to build lasting relationships Things
taketimetopercolaterdquoMrShahremarked
ldquoIt is so important to take the time to build lasting
relationshipsrdquo
JETRO ClientExperience
Readthefullexperience
wwwjetroorgusapdfVera_Bradleypdf
Business amp Trade EventsFindJETRO-organizedeventsintheUStolearn
aboutdoingbusinessinJapanormeetwith
potentialJapanesepartners
wwwjetroorg
AccessJETROrsquosOnlineTradeFair
Database(J-messe)tofindfairsand
exhibitionsheldinJapanandglobally
wwwjetrogojpendatabasej-messe
NewslettersSubscribetoJETROrsquosnewslettertokeepyou
updatedwithtradeandinvestmentnewsinJapan
wwwjetroorgusanewsletters
Contact JETROFindyournearestJETROUSAoffice
wwwjetroorgusacontact
BusinessResources
13
About JETRO USA (wwwjetroorg)TheJapan External Trade Organization (JETRO)isanon-
profit government-related organization that promotes
trade and investment between Japan and the rest of
theworldOursixUSofficespursuethefollowingfour
mainobjectives
HelpUScompaniesestablishanofficeinJapan
AssistUScompaniesfindJapanese
businesspartners
ConnectUSinvestorswithcutting-edge
Japanesetechnologyventures
ShowcasepremiumJapanesegoods
JETROrsquos Partnering ProgramsMeet potential Japanese partners through our free
businessmatchingprogramsdesignedtogiveyoudirect
accesstoleadersandinnovatorsinJapanrsquostechnology
and healthcare industries The programs provide a
targeted way to make your entry into the Japanese
market for freeof chargeContactJETRO forprogram
details
TechnologyPartneringProgram
HealthcarePartneringProgram
Chicago
Atlanta
New York
Houston
Los Angeles
SanFrancisco
ThismaterialisdistributedbyJETROSanFranciscoonbehalfofJapanExternalTradeOrganizationTokyoJapanAdditionalinformationisavailableattheDepartmentofJusticeWashingtonDC
2014-06-001
08
JETRO USAClients
ServicesAdvisory Research Inc (ARI) (investmentadvisory)
Amtech USA (US-Japanbusinessconsulting)
Aviation Concepts (airlineservices)
Boston Technologies (derivativetrading)
Consultant Solutions (businessservices)
Edelman (publicrelations)
Elanex (translation)
Gemba Research (consulting)
merged with Kaizen Institute USA
Graduate School USA (education)
IMS Research (marketingresearch)
acquired by IHS
Osha Liang (intellectualpropertylawfirm)
Quinn Emanuel (businesslitigation)
Travelzoo (onlinetravelservice)
ZS Associates (businessservices)
NeoPhotonicsSan Jose CaliforniaAleadingproviderofphotonicintegratedcircuit(PIC)
based modules and subsystems for use in optical
communicationsnetworks
Japan OfficeNeoPhotonics Japan GKHachioji TokyoYear founded 2011
N e o P h o t o n i c s ( N Y S E N P TN ) h a s r a p i d l y
expanded their global presence since 1996Their
worldwideheadquartersinSanJoseandtheirChinese
headquartersinShenzhenserveastheirkeymanufacturing
locationswithsalesofficeslocatedinNorthAmerica
Europe andAsiaTheir JapaneseRampDofficewas
opened in2011 toserve three functionsRampDsales
supportandpartprocurementsupport
Hachioji as Base Ground ndash Taking Advantage of Local Government ResourcesNeoPhotonicsrsquoJapaneseofficeis locatedinthecityof
Hachiojiamegatechnoparkofhigh-techbusinessesin
nanotechnologybiotechnologyandITTheindustrialization
projectof thisareahasbeen jointlyorganizedby the
localgovernmentandtheChamberofCommercewhich
09
JETRO ClientExperience
meanstheydedicateagreatdealoftheirresourcesto
localbusinessesldquoItisveryappealingthatwecanreceive
necessarygovernment support specific to this areardquo
commentedMrTamotsuKimuraManagingDirectorof
NeoPhotonicsJapan
Utilizing the Japanese Subsidy ProgramNeoPhotonicsrsquoRampDsite inJapanwasselected for the
Subsidy Program for Projects Promoting Asian Site
LocationinJapanofferedbytheJapaneseMinistryof
EconomyTradeandIndustry(METI)Itwasthefirsttime
NeoPhotonics had received a government subsidy It
helpedlowertheiroverallcostsofenteringthemarket
ldquo[The subsidy program] encouraged the company to
invest in JapanrdquoMr Kimura saidldquoIt definitely raised
expectations for the Japanese market within the
companyrdquo
Readthefullexperience
wwwjetroorgusapdfNeoPhotonicspdfldquo[The Subsidy program] encouraged the company to
invest in Japanrdquo
10
ReachLocalWoodland Hills CaliforniaAproviderofonlinemarketingforlocal
small-and-medium-sizedbusinesses
Japan OfficeReachLocal JapanMinato-ku TokyoYear founded2011
ReachLocal(NASDAQRLOC)hasgarneredwidespread
acclaim for their uniquemarketing solutions and has
been rapidly expanding their business worldwide
ever since their 2004 debutTheir Japan office was
establishedin2011andtheybeganfull-scaleoperations
inJune2012
Decision to Establish a SubsidiaryldquoWe originally considered a merger and acquisition
[inJapan]butaftercontactingabout20companies in
Japanwe realized that it would be difficult and time-
consuming to integrate our unique qualities ndash our
energy and our fast-paced environment ndash into an
acquired companyrdquo explained Mr Hiroyasu Hozumi
RepresentativeDirectorandCEOofReachLocalJapan
Having reached this conclusion itwas decided that it
was essential for the company to establish their own
subsidiaryinJapan
Building the Organization While At JETROrsquos IBSCBeforeopeningtheirJapanofficelocationReachLocal
spent43businessdaysinthecenterofTokyoatJETROrsquos
IBSCThe IBSC facility benefited ReachLocal a great
deal as they ran a series of interviews to hire their
staffldquo[TheIBSC]hasmanymeetingroomssuitablefor
interviewsTheroomsareniceandthelocationisidealI
interviewedalloftheinitialsalesstaffattheIBSCrdquo
MrHozumicommented
Integral to Success Market Potential Unique Technology and Brilliant StaffTheirnewoffice isnotvery far from theJETROTokyo
headquartersOncetheirofficewassetupMrHozumi
started to build up a team made up of members he
knewwerecapableof rollingout thebusinessquickly
ReachLocal is a technology company and therefore
Mr Hozumirsquos networking contacts in the IT and
telecommunication industries hemaintained from his
previous work experience also helped him find right
resourcesMrHozumiclaimedldquo[Whenestablishingan
overseasoffice]humanresourceisthekey[Sincewe
haveagreatstaffand]knowthat themarketpotential
ishereIdonrsquotseeanyreasonwhyourcompanycanrsquot
succeedinthismarketrdquo
Readthefullexperience
wwwjetroorgusapdfReachLocalpdf
JETRO ClientExperience
ldquo[When establishing an overseas office] human resource is
the keyrdquo
11
JETRO ClientExperience
ShireDublin IrelandAprovideroftreatmentsinNeuroscienceRareDiseases
Gastrointestinal Internal Medicine and Regenerative
Medicine
Japan OfficeShire Japan KKShinjuku-ku TokyoYear Founded 2012
Shire plc (Shire) a biopharmaceutical company
with corporate headquarters in Ireland has been
providing treatments in Neuroscience Rare Diseases
Gastrointestinal Internal Medicine and Regenerative
Medicinesince its founding in1986Thecompanyhas
servedpatientswithextremelyrareandlifethreatening
diseasesinoverfiftycountries
In2008Shiredecidedtoopenitsrepresentativeoffice
inJapanInFebruary2013thecompanyopeneditsnew
office in ShinjukuTokyo welcoming Steve Engen as
VicePresidentandRepresentativeDirector
Recent Trends in the Japanese Biopharmaceutical Industry May Bring Shire Key BenefitsImproving Clinical Development Environment Due
to Japanrsquos ever changing clinical and regulatory
environmentcompaniesarenowable(andencouraged)
to include Japan in a global study a clinical trial
conducted under the same protocol in a number of
countriesThis results in an increased probability for
a drug to be approved simultaneously in all regions
includingJapantherebysignificantlyreducingcostand
timetomarket
Improving Reimbursement System Drugs that are
approvedwillbeincludedonthenationalreimbursement
list within three months of approval The Japanese
government serves as one single payer significantly
morestreamlinedthanthecomplicatedprocesses that
companies need to go through in other countries In
addition a pilot program started in 2010 incentivizes
creation of innovative new drugs and promotion of
unapproved drug developmentThis sense of security
helpsbiopharmaceuticalcompaniesmakethedecision
toinvestindevelopingtreatmentsinJapantoaddress
unmetneeds
Demystify JapanMrEngenstatedldquoOneofmygoalsismakingsurewe
include Japan in global studies of our new pipeline
productssothatsuchnewproductscanbelaunchedin
Japanand theWestsimultaneouslyrdquoHecontinuedldquoIf
youarenothere(inJapan)itrsquosverydifficulttodothatrdquo
Having a local presence in Japan is also essential for
building a networkwith key players and stakeholders
involved in healthcare Opportunities in the Japanese
pharmaceutical market sound very promising Yet
manyforeigncompaniesdonotknowhowtoenterthe
JapanesemarketJapanstillremainsfarfromWestern
countries and is filled with mysteries Mr Engen
emphasized thatestablishingbusiness inJapan isstill
possible if a company has knowledge and support
ldquoJETROrsquosrolewouldbetolsquodemystifyJapanrsquoandassist
entryofforeigncompaniesrdquohesaid
ldquoJETROrsquos role would be to lsquodemystify Japanrsquo and assist entry of
foreign companiesrdquo
ReadthefullexperiencewwwjetroorgusapdfShirepdf
12
Vera BradleyFort Wayne IndianaA designer and retailer of fashionable handbags
accessoriesluggageeyeweartravelitemsandgifts
Japan OfficeVera Bradley Japan KKMinato-ku TokyoYear founded 2011
WhenBarbaraBradleyBaekgaardandPatriciaRMiller
startedVeraBradley(NASDAQVRA)in1982theideawas
tocreateluggagesthatwouldappealtofemaletravelers
Nowasafashionleaderthemanagementteamdecided
the time was right to expand internationally In 2009
aftercarefulconsiderationJapanbecametheirchoice
Step-by-Step Thorough ApproachAsVeraBradleyrsquosinterestinJapangrewseniormanagers
spoketofriendsandcolleaguesatothercompaniesthat
hadmadesimilarmovestoJapanThecompanyhireda
marketingconsultanttoadvisethemonJapanandAsia
In October 2009Vera Bradley met with the business
developmentteamofJETROChicagoJETROprovided
backgroundinformationonJapanesebusinessculture
retailenvironmentsalestrendsandconsumerpatterns
includingJETROrsquosservicesInJanuary2010VeraBradley
madetheirfirsttriptoJapantoconductmarketresearch
andlearnmoreaboutJapanrsquosretailsector
WithrepeatedtripstoJapaninthefollowingyearVera
Bradley came upwith a 2-phase strategy for entering
JapanPhase1asasoftlaunchintroducingthebrandto
bothpartnersandconsumersinJapanPhase2asthe
establishmentofpermanentretailoutletsinJapan
Ratherthanlicensingtheirbrandorworkingwithtrading
companiesVeraBradleywent to Japanon their own
ldquoBrandconsistencyandqualityisveryimportanttous
JETROhelpedusunderstandouroptionsandgaveus
theconfidencetoopendistributioninabrand-rightwayrdquo
saidMrSachinShahVeraBradleyrsquosSeniorDirectorof
StrategicInitiatives
Oncetheirstrategicpartnerswereinplacethefocuswas
onbuildingbrandawarenessTogetpeople interested
inVera Bradley the company ran several advertorials
in Japanese fashion and shopping magazines The
companycultivatedrelationshipswithinfluentialfashion
magazineeditorsaswellasstylebloggers
VeraBradleyJapanKKwasestablishedinJanuary2011
Despite theGreatEastJapanEarthquakeonMarch11
VeraBradleydecidedtomoveforwardwiththeirplanned
pop-up store at Shinjuku Isetan department store as
scheduledOverthenext12monthsVeraBradleystaged
10additionalpop-upstoresthroughoutJapanInMarch
2012 with their phase 2 plan the comapny opened
permanentstoresinJapan
LookingbackMrShahsaidoneofthebiggestchallenges
forVeraBradleywasconnectingwiththerightpartnersin
JapanldquoWelearnedpatienceinJapanItissoimportant
to take the time to build lasting relationships Things
taketimetopercolaterdquoMrShahremarked
ldquoIt is so important to take the time to build lasting
relationshipsrdquo
JETRO ClientExperience
Readthefullexperience
wwwjetroorgusapdfVera_Bradleypdf
Business amp Trade EventsFindJETRO-organizedeventsintheUStolearn
aboutdoingbusinessinJapanormeetwith
potentialJapanesepartners
wwwjetroorg
AccessJETROrsquosOnlineTradeFair
Database(J-messe)tofindfairsand
exhibitionsheldinJapanandglobally
wwwjetrogojpendatabasej-messe
NewslettersSubscribetoJETROrsquosnewslettertokeepyou
updatedwithtradeandinvestmentnewsinJapan
wwwjetroorgusanewsletters
Contact JETROFindyournearestJETROUSAoffice
wwwjetroorgusacontact
BusinessResources
13
About JETRO USA (wwwjetroorg)TheJapan External Trade Organization (JETRO)isanon-
profit government-related organization that promotes
trade and investment between Japan and the rest of
theworldOursixUSofficespursuethefollowingfour
mainobjectives
HelpUScompaniesestablishanofficeinJapan
AssistUScompaniesfindJapanese
businesspartners
ConnectUSinvestorswithcutting-edge
Japanesetechnologyventures
ShowcasepremiumJapanesegoods
JETROrsquos Partnering ProgramsMeet potential Japanese partners through our free
businessmatchingprogramsdesignedtogiveyoudirect
accesstoleadersandinnovatorsinJapanrsquostechnology
and healthcare industries The programs provide a
targeted way to make your entry into the Japanese
market for freeof chargeContactJETRO forprogram
details
TechnologyPartneringProgram
HealthcarePartneringProgram
Chicago
Atlanta
New York
Houston
Los Angeles
SanFrancisco
ThismaterialisdistributedbyJETROSanFranciscoonbehalfofJapanExternalTradeOrganizationTokyoJapanAdditionalinformationisavailableattheDepartmentofJusticeWashingtonDC
2014-06-001
NeoPhotonicsSan Jose CaliforniaAleadingproviderofphotonicintegratedcircuit(PIC)
based modules and subsystems for use in optical
communicationsnetworks
Japan OfficeNeoPhotonics Japan GKHachioji TokyoYear founded 2011
N e o P h o t o n i c s ( N Y S E N P TN ) h a s r a p i d l y
expanded their global presence since 1996Their
worldwideheadquartersinSanJoseandtheirChinese
headquartersinShenzhenserveastheirkeymanufacturing
locationswithsalesofficeslocatedinNorthAmerica
Europe andAsiaTheir JapaneseRampDofficewas
opened in2011 toserve three functionsRampDsales
supportandpartprocurementsupport
Hachioji as Base Ground ndash Taking Advantage of Local Government ResourcesNeoPhotonicsrsquoJapaneseofficeis locatedinthecityof
Hachiojiamegatechnoparkofhigh-techbusinessesin
nanotechnologybiotechnologyandITTheindustrialization
projectof thisareahasbeen jointlyorganizedby the
localgovernmentandtheChamberofCommercewhich
09
JETRO ClientExperience
meanstheydedicateagreatdealoftheirresourcesto
localbusinessesldquoItisveryappealingthatwecanreceive
necessarygovernment support specific to this areardquo
commentedMrTamotsuKimuraManagingDirectorof
NeoPhotonicsJapan
Utilizing the Japanese Subsidy ProgramNeoPhotonicsrsquoRampDsite inJapanwasselected for the
Subsidy Program for Projects Promoting Asian Site
LocationinJapanofferedbytheJapaneseMinistryof
EconomyTradeandIndustry(METI)Itwasthefirsttime
NeoPhotonics had received a government subsidy It
helpedlowertheiroverallcostsofenteringthemarket
ldquo[The subsidy program] encouraged the company to
invest in JapanrdquoMr Kimura saidldquoIt definitely raised
expectations for the Japanese market within the
companyrdquo
Readthefullexperience
wwwjetroorgusapdfNeoPhotonicspdfldquo[The Subsidy program] encouraged the company to
invest in Japanrdquo
10
ReachLocalWoodland Hills CaliforniaAproviderofonlinemarketingforlocal
small-and-medium-sizedbusinesses
Japan OfficeReachLocal JapanMinato-ku TokyoYear founded2011
ReachLocal(NASDAQRLOC)hasgarneredwidespread
acclaim for their uniquemarketing solutions and has
been rapidly expanding their business worldwide
ever since their 2004 debutTheir Japan office was
establishedin2011andtheybeganfull-scaleoperations
inJune2012
Decision to Establish a SubsidiaryldquoWe originally considered a merger and acquisition
[inJapan]butaftercontactingabout20companies in
Japanwe realized that it would be difficult and time-
consuming to integrate our unique qualities ndash our
energy and our fast-paced environment ndash into an
acquired companyrdquo explained Mr Hiroyasu Hozumi
RepresentativeDirectorandCEOofReachLocalJapan
Having reached this conclusion itwas decided that it
was essential for the company to establish their own
subsidiaryinJapan
Building the Organization While At JETROrsquos IBSCBeforeopeningtheirJapanofficelocationReachLocal
spent43businessdaysinthecenterofTokyoatJETROrsquos
IBSCThe IBSC facility benefited ReachLocal a great
deal as they ran a series of interviews to hire their
staffldquo[TheIBSC]hasmanymeetingroomssuitablefor
interviewsTheroomsareniceandthelocationisidealI
interviewedalloftheinitialsalesstaffattheIBSCrdquo
MrHozumicommented
Integral to Success Market Potential Unique Technology and Brilliant StaffTheirnewoffice isnotvery far from theJETROTokyo
headquartersOncetheirofficewassetupMrHozumi
started to build up a team made up of members he
knewwerecapableof rollingout thebusinessquickly
ReachLocal is a technology company and therefore
Mr Hozumirsquos networking contacts in the IT and
telecommunication industries hemaintained from his
previous work experience also helped him find right
resourcesMrHozumiclaimedldquo[Whenestablishingan
overseasoffice]humanresourceisthekey[Sincewe
haveagreatstaffand]knowthat themarketpotential
ishereIdonrsquotseeanyreasonwhyourcompanycanrsquot
succeedinthismarketrdquo
Readthefullexperience
wwwjetroorgusapdfReachLocalpdf
JETRO ClientExperience
ldquo[When establishing an overseas office] human resource is
the keyrdquo
11
JETRO ClientExperience
ShireDublin IrelandAprovideroftreatmentsinNeuroscienceRareDiseases
Gastrointestinal Internal Medicine and Regenerative
Medicine
Japan OfficeShire Japan KKShinjuku-ku TokyoYear Founded 2012
Shire plc (Shire) a biopharmaceutical company
with corporate headquarters in Ireland has been
providing treatments in Neuroscience Rare Diseases
Gastrointestinal Internal Medicine and Regenerative
Medicinesince its founding in1986Thecompanyhas
servedpatientswithextremelyrareandlifethreatening
diseasesinoverfiftycountries
In2008Shiredecidedtoopenitsrepresentativeoffice
inJapanInFebruary2013thecompanyopeneditsnew
office in ShinjukuTokyo welcoming Steve Engen as
VicePresidentandRepresentativeDirector
Recent Trends in the Japanese Biopharmaceutical Industry May Bring Shire Key BenefitsImproving Clinical Development Environment Due
to Japanrsquos ever changing clinical and regulatory
environmentcompaniesarenowable(andencouraged)
to include Japan in a global study a clinical trial
conducted under the same protocol in a number of
countriesThis results in an increased probability for
a drug to be approved simultaneously in all regions
includingJapantherebysignificantlyreducingcostand
timetomarket
Improving Reimbursement System Drugs that are
approvedwillbeincludedonthenationalreimbursement
list within three months of approval The Japanese
government serves as one single payer significantly
morestreamlinedthanthecomplicatedprocesses that
companies need to go through in other countries In
addition a pilot program started in 2010 incentivizes
creation of innovative new drugs and promotion of
unapproved drug developmentThis sense of security
helpsbiopharmaceuticalcompaniesmakethedecision
toinvestindevelopingtreatmentsinJapantoaddress
unmetneeds
Demystify JapanMrEngenstatedldquoOneofmygoalsismakingsurewe
include Japan in global studies of our new pipeline
productssothatsuchnewproductscanbelaunchedin
Japanand theWestsimultaneouslyrdquoHecontinuedldquoIf
youarenothere(inJapan)itrsquosverydifficulttodothatrdquo
Having a local presence in Japan is also essential for
building a networkwith key players and stakeholders
involved in healthcare Opportunities in the Japanese
pharmaceutical market sound very promising Yet
manyforeigncompaniesdonotknowhowtoenterthe
JapanesemarketJapanstillremainsfarfromWestern
countries and is filled with mysteries Mr Engen
emphasized thatestablishingbusiness inJapan isstill
possible if a company has knowledge and support
ldquoJETROrsquosrolewouldbetolsquodemystifyJapanrsquoandassist
entryofforeigncompaniesrdquohesaid
ldquoJETROrsquos role would be to lsquodemystify Japanrsquo and assist entry of
foreign companiesrdquo
ReadthefullexperiencewwwjetroorgusapdfShirepdf
12
Vera BradleyFort Wayne IndianaA designer and retailer of fashionable handbags
accessoriesluggageeyeweartravelitemsandgifts
Japan OfficeVera Bradley Japan KKMinato-ku TokyoYear founded 2011
WhenBarbaraBradleyBaekgaardandPatriciaRMiller
startedVeraBradley(NASDAQVRA)in1982theideawas
tocreateluggagesthatwouldappealtofemaletravelers
Nowasafashionleaderthemanagementteamdecided
the time was right to expand internationally In 2009
aftercarefulconsiderationJapanbecametheirchoice
Step-by-Step Thorough ApproachAsVeraBradleyrsquosinterestinJapangrewseniormanagers
spoketofriendsandcolleaguesatothercompaniesthat
hadmadesimilarmovestoJapanThecompanyhireda
marketingconsultanttoadvisethemonJapanandAsia
In October 2009Vera Bradley met with the business
developmentteamofJETROChicagoJETROprovided
backgroundinformationonJapanesebusinessculture
retailenvironmentsalestrendsandconsumerpatterns
includingJETROrsquosservicesInJanuary2010VeraBradley
madetheirfirsttriptoJapantoconductmarketresearch
andlearnmoreaboutJapanrsquosretailsector
WithrepeatedtripstoJapaninthefollowingyearVera
Bradley came upwith a 2-phase strategy for entering
JapanPhase1asasoftlaunchintroducingthebrandto
bothpartnersandconsumersinJapanPhase2asthe
establishmentofpermanentretailoutletsinJapan
Ratherthanlicensingtheirbrandorworkingwithtrading
companiesVeraBradleywent to Japanon their own
ldquoBrandconsistencyandqualityisveryimportanttous
JETROhelpedusunderstandouroptionsandgaveus
theconfidencetoopendistributioninabrand-rightwayrdquo
saidMrSachinShahVeraBradleyrsquosSeniorDirectorof
StrategicInitiatives
Oncetheirstrategicpartnerswereinplacethefocuswas
onbuildingbrandawarenessTogetpeople interested
inVera Bradley the company ran several advertorials
in Japanese fashion and shopping magazines The
companycultivatedrelationshipswithinfluentialfashion
magazineeditorsaswellasstylebloggers
VeraBradleyJapanKKwasestablishedinJanuary2011
Despite theGreatEastJapanEarthquakeonMarch11
VeraBradleydecidedtomoveforwardwiththeirplanned
pop-up store at Shinjuku Isetan department store as
scheduledOverthenext12monthsVeraBradleystaged
10additionalpop-upstoresthroughoutJapanInMarch
2012 with their phase 2 plan the comapny opened
permanentstoresinJapan
LookingbackMrShahsaidoneofthebiggestchallenges
forVeraBradleywasconnectingwiththerightpartnersin
JapanldquoWelearnedpatienceinJapanItissoimportant
to take the time to build lasting relationships Things
taketimetopercolaterdquoMrShahremarked
ldquoIt is so important to take the time to build lasting
relationshipsrdquo
JETRO ClientExperience
Readthefullexperience
wwwjetroorgusapdfVera_Bradleypdf
Business amp Trade EventsFindJETRO-organizedeventsintheUStolearn
aboutdoingbusinessinJapanormeetwith
potentialJapanesepartners
wwwjetroorg
AccessJETROrsquosOnlineTradeFair
Database(J-messe)tofindfairsand
exhibitionsheldinJapanandglobally
wwwjetrogojpendatabasej-messe
NewslettersSubscribetoJETROrsquosnewslettertokeepyou
updatedwithtradeandinvestmentnewsinJapan
wwwjetroorgusanewsletters
Contact JETROFindyournearestJETROUSAoffice
wwwjetroorgusacontact
BusinessResources
13
About JETRO USA (wwwjetroorg)TheJapan External Trade Organization (JETRO)isanon-
profit government-related organization that promotes
trade and investment between Japan and the rest of
theworldOursixUSofficespursuethefollowingfour
mainobjectives
HelpUScompaniesestablishanofficeinJapan
AssistUScompaniesfindJapanese
businesspartners
ConnectUSinvestorswithcutting-edge
Japanesetechnologyventures
ShowcasepremiumJapanesegoods
JETROrsquos Partnering ProgramsMeet potential Japanese partners through our free
businessmatchingprogramsdesignedtogiveyoudirect
accesstoleadersandinnovatorsinJapanrsquostechnology
and healthcare industries The programs provide a
targeted way to make your entry into the Japanese
market for freeof chargeContactJETRO forprogram
details
TechnologyPartneringProgram
HealthcarePartneringProgram
Chicago
Atlanta
New York
Houston
Los Angeles
SanFrancisco
ThismaterialisdistributedbyJETROSanFranciscoonbehalfofJapanExternalTradeOrganizationTokyoJapanAdditionalinformationisavailableattheDepartmentofJusticeWashingtonDC
2014-06-001
10
ReachLocalWoodland Hills CaliforniaAproviderofonlinemarketingforlocal
small-and-medium-sizedbusinesses
Japan OfficeReachLocal JapanMinato-ku TokyoYear founded2011
ReachLocal(NASDAQRLOC)hasgarneredwidespread
acclaim for their uniquemarketing solutions and has
been rapidly expanding their business worldwide
ever since their 2004 debutTheir Japan office was
establishedin2011andtheybeganfull-scaleoperations
inJune2012
Decision to Establish a SubsidiaryldquoWe originally considered a merger and acquisition
[inJapan]butaftercontactingabout20companies in
Japanwe realized that it would be difficult and time-
consuming to integrate our unique qualities ndash our
energy and our fast-paced environment ndash into an
acquired companyrdquo explained Mr Hiroyasu Hozumi
RepresentativeDirectorandCEOofReachLocalJapan
Having reached this conclusion itwas decided that it
was essential for the company to establish their own
subsidiaryinJapan
Building the Organization While At JETROrsquos IBSCBeforeopeningtheirJapanofficelocationReachLocal
spent43businessdaysinthecenterofTokyoatJETROrsquos
IBSCThe IBSC facility benefited ReachLocal a great
deal as they ran a series of interviews to hire their
staffldquo[TheIBSC]hasmanymeetingroomssuitablefor
interviewsTheroomsareniceandthelocationisidealI
interviewedalloftheinitialsalesstaffattheIBSCrdquo
MrHozumicommented
Integral to Success Market Potential Unique Technology and Brilliant StaffTheirnewoffice isnotvery far from theJETROTokyo
headquartersOncetheirofficewassetupMrHozumi
started to build up a team made up of members he
knewwerecapableof rollingout thebusinessquickly
ReachLocal is a technology company and therefore
Mr Hozumirsquos networking contacts in the IT and
telecommunication industries hemaintained from his
previous work experience also helped him find right
resourcesMrHozumiclaimedldquo[Whenestablishingan
overseasoffice]humanresourceisthekey[Sincewe
haveagreatstaffand]knowthat themarketpotential
ishereIdonrsquotseeanyreasonwhyourcompanycanrsquot
succeedinthismarketrdquo
Readthefullexperience
wwwjetroorgusapdfReachLocalpdf
JETRO ClientExperience
ldquo[When establishing an overseas office] human resource is
the keyrdquo
11
JETRO ClientExperience
ShireDublin IrelandAprovideroftreatmentsinNeuroscienceRareDiseases
Gastrointestinal Internal Medicine and Regenerative
Medicine
Japan OfficeShire Japan KKShinjuku-ku TokyoYear Founded 2012
Shire plc (Shire) a biopharmaceutical company
with corporate headquarters in Ireland has been
providing treatments in Neuroscience Rare Diseases
Gastrointestinal Internal Medicine and Regenerative
Medicinesince its founding in1986Thecompanyhas
servedpatientswithextremelyrareandlifethreatening
diseasesinoverfiftycountries
In2008Shiredecidedtoopenitsrepresentativeoffice
inJapanInFebruary2013thecompanyopeneditsnew
office in ShinjukuTokyo welcoming Steve Engen as
VicePresidentandRepresentativeDirector
Recent Trends in the Japanese Biopharmaceutical Industry May Bring Shire Key BenefitsImproving Clinical Development Environment Due
to Japanrsquos ever changing clinical and regulatory
environmentcompaniesarenowable(andencouraged)
to include Japan in a global study a clinical trial
conducted under the same protocol in a number of
countriesThis results in an increased probability for
a drug to be approved simultaneously in all regions
includingJapantherebysignificantlyreducingcostand
timetomarket
Improving Reimbursement System Drugs that are
approvedwillbeincludedonthenationalreimbursement
list within three months of approval The Japanese
government serves as one single payer significantly
morestreamlinedthanthecomplicatedprocesses that
companies need to go through in other countries In
addition a pilot program started in 2010 incentivizes
creation of innovative new drugs and promotion of
unapproved drug developmentThis sense of security
helpsbiopharmaceuticalcompaniesmakethedecision
toinvestindevelopingtreatmentsinJapantoaddress
unmetneeds
Demystify JapanMrEngenstatedldquoOneofmygoalsismakingsurewe
include Japan in global studies of our new pipeline
productssothatsuchnewproductscanbelaunchedin
Japanand theWestsimultaneouslyrdquoHecontinuedldquoIf
youarenothere(inJapan)itrsquosverydifficulttodothatrdquo
Having a local presence in Japan is also essential for
building a networkwith key players and stakeholders
involved in healthcare Opportunities in the Japanese
pharmaceutical market sound very promising Yet
manyforeigncompaniesdonotknowhowtoenterthe
JapanesemarketJapanstillremainsfarfromWestern
countries and is filled with mysteries Mr Engen
emphasized thatestablishingbusiness inJapan isstill
possible if a company has knowledge and support
ldquoJETROrsquosrolewouldbetolsquodemystifyJapanrsquoandassist
entryofforeigncompaniesrdquohesaid
ldquoJETROrsquos role would be to lsquodemystify Japanrsquo and assist entry of
foreign companiesrdquo
ReadthefullexperiencewwwjetroorgusapdfShirepdf
12
Vera BradleyFort Wayne IndianaA designer and retailer of fashionable handbags
accessoriesluggageeyeweartravelitemsandgifts
Japan OfficeVera Bradley Japan KKMinato-ku TokyoYear founded 2011
WhenBarbaraBradleyBaekgaardandPatriciaRMiller
startedVeraBradley(NASDAQVRA)in1982theideawas
tocreateluggagesthatwouldappealtofemaletravelers
Nowasafashionleaderthemanagementteamdecided
the time was right to expand internationally In 2009
aftercarefulconsiderationJapanbecametheirchoice
Step-by-Step Thorough ApproachAsVeraBradleyrsquosinterestinJapangrewseniormanagers
spoketofriendsandcolleaguesatothercompaniesthat
hadmadesimilarmovestoJapanThecompanyhireda
marketingconsultanttoadvisethemonJapanandAsia
In October 2009Vera Bradley met with the business
developmentteamofJETROChicagoJETROprovided
backgroundinformationonJapanesebusinessculture
retailenvironmentsalestrendsandconsumerpatterns
includingJETROrsquosservicesInJanuary2010VeraBradley
madetheirfirsttriptoJapantoconductmarketresearch
andlearnmoreaboutJapanrsquosretailsector
WithrepeatedtripstoJapaninthefollowingyearVera
Bradley came upwith a 2-phase strategy for entering
JapanPhase1asasoftlaunchintroducingthebrandto
bothpartnersandconsumersinJapanPhase2asthe
establishmentofpermanentretailoutletsinJapan
Ratherthanlicensingtheirbrandorworkingwithtrading
companiesVeraBradleywent to Japanon their own
ldquoBrandconsistencyandqualityisveryimportanttous
JETROhelpedusunderstandouroptionsandgaveus
theconfidencetoopendistributioninabrand-rightwayrdquo
saidMrSachinShahVeraBradleyrsquosSeniorDirectorof
StrategicInitiatives
Oncetheirstrategicpartnerswereinplacethefocuswas
onbuildingbrandawarenessTogetpeople interested
inVera Bradley the company ran several advertorials
in Japanese fashion and shopping magazines The
companycultivatedrelationshipswithinfluentialfashion
magazineeditorsaswellasstylebloggers
VeraBradleyJapanKKwasestablishedinJanuary2011
Despite theGreatEastJapanEarthquakeonMarch11
VeraBradleydecidedtomoveforwardwiththeirplanned
pop-up store at Shinjuku Isetan department store as
scheduledOverthenext12monthsVeraBradleystaged
10additionalpop-upstoresthroughoutJapanInMarch
2012 with their phase 2 plan the comapny opened
permanentstoresinJapan
LookingbackMrShahsaidoneofthebiggestchallenges
forVeraBradleywasconnectingwiththerightpartnersin
JapanldquoWelearnedpatienceinJapanItissoimportant
to take the time to build lasting relationships Things
taketimetopercolaterdquoMrShahremarked
ldquoIt is so important to take the time to build lasting
relationshipsrdquo
JETRO ClientExperience
Readthefullexperience
wwwjetroorgusapdfVera_Bradleypdf
Business amp Trade EventsFindJETRO-organizedeventsintheUStolearn
aboutdoingbusinessinJapanormeetwith
potentialJapanesepartners
wwwjetroorg
AccessJETROrsquosOnlineTradeFair
Database(J-messe)tofindfairsand
exhibitionsheldinJapanandglobally
wwwjetrogojpendatabasej-messe
NewslettersSubscribetoJETROrsquosnewslettertokeepyou
updatedwithtradeandinvestmentnewsinJapan
wwwjetroorgusanewsletters
Contact JETROFindyournearestJETROUSAoffice
wwwjetroorgusacontact
BusinessResources
13
About JETRO USA (wwwjetroorg)TheJapan External Trade Organization (JETRO)isanon-
profit government-related organization that promotes
trade and investment between Japan and the rest of
theworldOursixUSofficespursuethefollowingfour
mainobjectives
HelpUScompaniesestablishanofficeinJapan
AssistUScompaniesfindJapanese
businesspartners
ConnectUSinvestorswithcutting-edge
Japanesetechnologyventures
ShowcasepremiumJapanesegoods
JETROrsquos Partnering ProgramsMeet potential Japanese partners through our free
businessmatchingprogramsdesignedtogiveyoudirect
accesstoleadersandinnovatorsinJapanrsquostechnology
and healthcare industries The programs provide a
targeted way to make your entry into the Japanese
market for freeof chargeContactJETRO forprogram
details
TechnologyPartneringProgram
HealthcarePartneringProgram
Chicago
Atlanta
New York
Houston
Los Angeles
SanFrancisco
ThismaterialisdistributedbyJETROSanFranciscoonbehalfofJapanExternalTradeOrganizationTokyoJapanAdditionalinformationisavailableattheDepartmentofJusticeWashingtonDC
2014-06-001
11
JETRO ClientExperience
ShireDublin IrelandAprovideroftreatmentsinNeuroscienceRareDiseases
Gastrointestinal Internal Medicine and Regenerative
Medicine
Japan OfficeShire Japan KKShinjuku-ku TokyoYear Founded 2012
Shire plc (Shire) a biopharmaceutical company
with corporate headquarters in Ireland has been
providing treatments in Neuroscience Rare Diseases
Gastrointestinal Internal Medicine and Regenerative
Medicinesince its founding in1986Thecompanyhas
servedpatientswithextremelyrareandlifethreatening
diseasesinoverfiftycountries
In2008Shiredecidedtoopenitsrepresentativeoffice
inJapanInFebruary2013thecompanyopeneditsnew
office in ShinjukuTokyo welcoming Steve Engen as
VicePresidentandRepresentativeDirector
Recent Trends in the Japanese Biopharmaceutical Industry May Bring Shire Key BenefitsImproving Clinical Development Environment Due
to Japanrsquos ever changing clinical and regulatory
environmentcompaniesarenowable(andencouraged)
to include Japan in a global study a clinical trial
conducted under the same protocol in a number of
countriesThis results in an increased probability for
a drug to be approved simultaneously in all regions
includingJapantherebysignificantlyreducingcostand
timetomarket
Improving Reimbursement System Drugs that are
approvedwillbeincludedonthenationalreimbursement
list within three months of approval The Japanese
government serves as one single payer significantly
morestreamlinedthanthecomplicatedprocesses that
companies need to go through in other countries In
addition a pilot program started in 2010 incentivizes
creation of innovative new drugs and promotion of
unapproved drug developmentThis sense of security
helpsbiopharmaceuticalcompaniesmakethedecision
toinvestindevelopingtreatmentsinJapantoaddress
unmetneeds
Demystify JapanMrEngenstatedldquoOneofmygoalsismakingsurewe
include Japan in global studies of our new pipeline
productssothatsuchnewproductscanbelaunchedin
Japanand theWestsimultaneouslyrdquoHecontinuedldquoIf
youarenothere(inJapan)itrsquosverydifficulttodothatrdquo
Having a local presence in Japan is also essential for
building a networkwith key players and stakeholders
involved in healthcare Opportunities in the Japanese
pharmaceutical market sound very promising Yet
manyforeigncompaniesdonotknowhowtoenterthe
JapanesemarketJapanstillremainsfarfromWestern
countries and is filled with mysteries Mr Engen
emphasized thatestablishingbusiness inJapan isstill
possible if a company has knowledge and support
ldquoJETROrsquosrolewouldbetolsquodemystifyJapanrsquoandassist
entryofforeigncompaniesrdquohesaid
ldquoJETROrsquos role would be to lsquodemystify Japanrsquo and assist entry of
foreign companiesrdquo
ReadthefullexperiencewwwjetroorgusapdfShirepdf
12
Vera BradleyFort Wayne IndianaA designer and retailer of fashionable handbags
accessoriesluggageeyeweartravelitemsandgifts
Japan OfficeVera Bradley Japan KKMinato-ku TokyoYear founded 2011
WhenBarbaraBradleyBaekgaardandPatriciaRMiller
startedVeraBradley(NASDAQVRA)in1982theideawas
tocreateluggagesthatwouldappealtofemaletravelers
Nowasafashionleaderthemanagementteamdecided
the time was right to expand internationally In 2009
aftercarefulconsiderationJapanbecametheirchoice
Step-by-Step Thorough ApproachAsVeraBradleyrsquosinterestinJapangrewseniormanagers
spoketofriendsandcolleaguesatothercompaniesthat
hadmadesimilarmovestoJapanThecompanyhireda
marketingconsultanttoadvisethemonJapanandAsia
In October 2009Vera Bradley met with the business
developmentteamofJETROChicagoJETROprovided
backgroundinformationonJapanesebusinessculture
retailenvironmentsalestrendsandconsumerpatterns
includingJETROrsquosservicesInJanuary2010VeraBradley
madetheirfirsttriptoJapantoconductmarketresearch
andlearnmoreaboutJapanrsquosretailsector
WithrepeatedtripstoJapaninthefollowingyearVera
Bradley came upwith a 2-phase strategy for entering
JapanPhase1asasoftlaunchintroducingthebrandto
bothpartnersandconsumersinJapanPhase2asthe
establishmentofpermanentretailoutletsinJapan
Ratherthanlicensingtheirbrandorworkingwithtrading
companiesVeraBradleywent to Japanon their own
ldquoBrandconsistencyandqualityisveryimportanttous
JETROhelpedusunderstandouroptionsandgaveus
theconfidencetoopendistributioninabrand-rightwayrdquo
saidMrSachinShahVeraBradleyrsquosSeniorDirectorof
StrategicInitiatives
Oncetheirstrategicpartnerswereinplacethefocuswas
onbuildingbrandawarenessTogetpeople interested
inVera Bradley the company ran several advertorials
in Japanese fashion and shopping magazines The
companycultivatedrelationshipswithinfluentialfashion
magazineeditorsaswellasstylebloggers
VeraBradleyJapanKKwasestablishedinJanuary2011
Despite theGreatEastJapanEarthquakeonMarch11
VeraBradleydecidedtomoveforwardwiththeirplanned
pop-up store at Shinjuku Isetan department store as
scheduledOverthenext12monthsVeraBradleystaged
10additionalpop-upstoresthroughoutJapanInMarch
2012 with their phase 2 plan the comapny opened
permanentstoresinJapan
LookingbackMrShahsaidoneofthebiggestchallenges
forVeraBradleywasconnectingwiththerightpartnersin
JapanldquoWelearnedpatienceinJapanItissoimportant
to take the time to build lasting relationships Things
taketimetopercolaterdquoMrShahremarked
ldquoIt is so important to take the time to build lasting
relationshipsrdquo
JETRO ClientExperience
Readthefullexperience
wwwjetroorgusapdfVera_Bradleypdf
Business amp Trade EventsFindJETRO-organizedeventsintheUStolearn
aboutdoingbusinessinJapanormeetwith
potentialJapanesepartners
wwwjetroorg
AccessJETROrsquosOnlineTradeFair
Database(J-messe)tofindfairsand
exhibitionsheldinJapanandglobally
wwwjetrogojpendatabasej-messe
NewslettersSubscribetoJETROrsquosnewslettertokeepyou
updatedwithtradeandinvestmentnewsinJapan
wwwjetroorgusanewsletters
Contact JETROFindyournearestJETROUSAoffice
wwwjetroorgusacontact
BusinessResources
13
About JETRO USA (wwwjetroorg)TheJapan External Trade Organization (JETRO)isanon-
profit government-related organization that promotes
trade and investment between Japan and the rest of
theworldOursixUSofficespursuethefollowingfour
mainobjectives
HelpUScompaniesestablishanofficeinJapan
AssistUScompaniesfindJapanese
businesspartners
ConnectUSinvestorswithcutting-edge
Japanesetechnologyventures
ShowcasepremiumJapanesegoods
JETROrsquos Partnering ProgramsMeet potential Japanese partners through our free
businessmatchingprogramsdesignedtogiveyoudirect
accesstoleadersandinnovatorsinJapanrsquostechnology
and healthcare industries The programs provide a
targeted way to make your entry into the Japanese
market for freeof chargeContactJETRO forprogram
details
TechnologyPartneringProgram
HealthcarePartneringProgram
Chicago
Atlanta
New York
Houston
Los Angeles
SanFrancisco
ThismaterialisdistributedbyJETROSanFranciscoonbehalfofJapanExternalTradeOrganizationTokyoJapanAdditionalinformationisavailableattheDepartmentofJusticeWashingtonDC
2014-06-001
12
Vera BradleyFort Wayne IndianaA designer and retailer of fashionable handbags
accessoriesluggageeyeweartravelitemsandgifts
Japan OfficeVera Bradley Japan KKMinato-ku TokyoYear founded 2011
WhenBarbaraBradleyBaekgaardandPatriciaRMiller
startedVeraBradley(NASDAQVRA)in1982theideawas
tocreateluggagesthatwouldappealtofemaletravelers
Nowasafashionleaderthemanagementteamdecided
the time was right to expand internationally In 2009
aftercarefulconsiderationJapanbecametheirchoice
Step-by-Step Thorough ApproachAsVeraBradleyrsquosinterestinJapangrewseniormanagers
spoketofriendsandcolleaguesatothercompaniesthat
hadmadesimilarmovestoJapanThecompanyhireda
marketingconsultanttoadvisethemonJapanandAsia
In October 2009Vera Bradley met with the business
developmentteamofJETROChicagoJETROprovided
backgroundinformationonJapanesebusinessculture
retailenvironmentsalestrendsandconsumerpatterns
includingJETROrsquosservicesInJanuary2010VeraBradley
madetheirfirsttriptoJapantoconductmarketresearch
andlearnmoreaboutJapanrsquosretailsector
WithrepeatedtripstoJapaninthefollowingyearVera
Bradley came upwith a 2-phase strategy for entering
JapanPhase1asasoftlaunchintroducingthebrandto
bothpartnersandconsumersinJapanPhase2asthe
establishmentofpermanentretailoutletsinJapan
Ratherthanlicensingtheirbrandorworkingwithtrading
companiesVeraBradleywent to Japanon their own
ldquoBrandconsistencyandqualityisveryimportanttous
JETROhelpedusunderstandouroptionsandgaveus
theconfidencetoopendistributioninabrand-rightwayrdquo
saidMrSachinShahVeraBradleyrsquosSeniorDirectorof
StrategicInitiatives
Oncetheirstrategicpartnerswereinplacethefocuswas
onbuildingbrandawarenessTogetpeople interested
inVera Bradley the company ran several advertorials
in Japanese fashion and shopping magazines The
companycultivatedrelationshipswithinfluentialfashion
magazineeditorsaswellasstylebloggers
VeraBradleyJapanKKwasestablishedinJanuary2011
Despite theGreatEastJapanEarthquakeonMarch11
VeraBradleydecidedtomoveforwardwiththeirplanned
pop-up store at Shinjuku Isetan department store as
scheduledOverthenext12monthsVeraBradleystaged
10additionalpop-upstoresthroughoutJapanInMarch
2012 with their phase 2 plan the comapny opened
permanentstoresinJapan
LookingbackMrShahsaidoneofthebiggestchallenges
forVeraBradleywasconnectingwiththerightpartnersin
JapanldquoWelearnedpatienceinJapanItissoimportant
to take the time to build lasting relationships Things
taketimetopercolaterdquoMrShahremarked
ldquoIt is so important to take the time to build lasting
relationshipsrdquo
JETRO ClientExperience
Readthefullexperience
wwwjetroorgusapdfVera_Bradleypdf
Business amp Trade EventsFindJETRO-organizedeventsintheUStolearn
aboutdoingbusinessinJapanormeetwith
potentialJapanesepartners
wwwjetroorg
AccessJETROrsquosOnlineTradeFair
Database(J-messe)tofindfairsand
exhibitionsheldinJapanandglobally
wwwjetrogojpendatabasej-messe
NewslettersSubscribetoJETROrsquosnewslettertokeepyou
updatedwithtradeandinvestmentnewsinJapan
wwwjetroorgusanewsletters
Contact JETROFindyournearestJETROUSAoffice
wwwjetroorgusacontact
BusinessResources
13
About JETRO USA (wwwjetroorg)TheJapan External Trade Organization (JETRO)isanon-
profit government-related organization that promotes
trade and investment between Japan and the rest of
theworldOursixUSofficespursuethefollowingfour
mainobjectives
HelpUScompaniesestablishanofficeinJapan
AssistUScompaniesfindJapanese
businesspartners
ConnectUSinvestorswithcutting-edge
Japanesetechnologyventures
ShowcasepremiumJapanesegoods
JETROrsquos Partnering ProgramsMeet potential Japanese partners through our free
businessmatchingprogramsdesignedtogiveyoudirect
accesstoleadersandinnovatorsinJapanrsquostechnology
and healthcare industries The programs provide a
targeted way to make your entry into the Japanese
market for freeof chargeContactJETRO forprogram
details
TechnologyPartneringProgram
HealthcarePartneringProgram
Chicago
Atlanta
New York
Houston
Los Angeles
SanFrancisco
ThismaterialisdistributedbyJETROSanFranciscoonbehalfofJapanExternalTradeOrganizationTokyoJapanAdditionalinformationisavailableattheDepartmentofJusticeWashingtonDC
2014-06-001
Business amp Trade EventsFindJETRO-organizedeventsintheUStolearn
aboutdoingbusinessinJapanormeetwith
potentialJapanesepartners
wwwjetroorg
AccessJETROrsquosOnlineTradeFair
Database(J-messe)tofindfairsand
exhibitionsheldinJapanandglobally
wwwjetrogojpendatabasej-messe
NewslettersSubscribetoJETROrsquosnewslettertokeepyou
updatedwithtradeandinvestmentnewsinJapan
wwwjetroorgusanewsletters
Contact JETROFindyournearestJETROUSAoffice
wwwjetroorgusacontact
BusinessResources
13
About JETRO USA (wwwjetroorg)TheJapan External Trade Organization (JETRO)isanon-
profit government-related organization that promotes
trade and investment between Japan and the rest of
theworldOursixUSofficespursuethefollowingfour
mainobjectives
HelpUScompaniesestablishanofficeinJapan
AssistUScompaniesfindJapanese
businesspartners
ConnectUSinvestorswithcutting-edge
Japanesetechnologyventures
ShowcasepremiumJapanesegoods
JETROrsquos Partnering ProgramsMeet potential Japanese partners through our free
businessmatchingprogramsdesignedtogiveyoudirect
accesstoleadersandinnovatorsinJapanrsquostechnology
and healthcare industries The programs provide a
targeted way to make your entry into the Japanese
market for freeof chargeContactJETRO forprogram
details
TechnologyPartneringProgram
HealthcarePartneringProgram
Chicago
Atlanta
New York
Houston
Los Angeles
SanFrancisco
ThismaterialisdistributedbyJETROSanFranciscoonbehalfofJapanExternalTradeOrganizationTokyoJapanAdditionalinformationisavailableattheDepartmentofJusticeWashingtonDC
2014-06-001
![Putnam Variable Trust · The fund’s top contributor was German sportswear manufacturer adidas. Sales of the firm’s shoes and athleisure clothing [trendy workout apparel] rose,](https://static.fdocuments.net/doc/165x107/5ffd2875f9b0c644296a07b7/putnam-variable-trust-the-fundas-top-contributor-was-german-sportswear-manufacturer.jpg)
